Design transformation fuels Sheraton growth

Pictured: rendering of Sheraton Behai Resort, China.
Marriott International’s ‘most global’ brand, Sheraton Hotels & Resorts, is undergoing a major identity refresh, which is keeping its worldwide pipeline buoyant.

The design update has been ongoing for the past couple of years and by the end of 2022, over 30 properties for the line displayed the transformation.

Roots-inspired update

With more than 435 hotels and resorts in nearly 75 countries and territories around the world, the classic premium brand has come far since opening its first site in 1937 in Springfield, Massachusetts, USA.

To bring the historic strand up to date, the new approach draws on the brand’s roots as a community hub with places to connect and be productive. The new vision features intuitive design, tech-forward experiences, and upgrades to everything from public space and food and beverage to flexible meeting space. Balancing timelessness with a fresh and modern feel, the design aims to create an environment where guests feel comfortable and at ease whether working, meeting, or relaxing.

Design touches

The latest design touches include a new public space, designed to make guests feel welcome, facilitate meetings or safely gather with friends and co-workers, while onsite studios provide a range of experiences for small group gatherings.

Found throughout the public space, soundproof booths offer privacy for focused thinking or video calls. Another anchor of the public space, &More by Sheraton combines a bar, coffee bar and market with an all-day menu.

Refreshed guestrooms have been created with timeless comfort in mind, delivering productivity during the day and restful refuge at night.

Asian dominance

The Sheraton brand’s pipeline is poised to take the modern concept into more destinations. According to THP data at least 58 additional sites will appear over the next few years, totalling nearly 16,000 keys.

The vast majority of these projects are in Asia, with at least 46 hotels expected, equating to 79% of the pipeline. North America is in a distant second, with at least seven more sites, while South America and Europe are on two apiece with Africa housing the remaining entry.

Looking at individual countries, China heads the list with at least 32 properties planned. All of North American’s seven sites are heading to the USA, making it the runner-up, while Vietnam rounds out the podium with at least four additions planned.

Continual additions

Opening dates for the five star brand’s upcoming hotels have a fairly equal distribution. At least 19 projects are due to complete this year, while a further 12 should join them in 2024.

Eight are currently slated for 2025, with another four provisionally scheduled for 2026. The remaining 15 have yet to be designated a delivery date.

Ones to watch

One of the upcoming Chinese sites which will feature the modernised look is Sheraton Beihai Resort, which will open its doors in March. Located in Guantouling Forest Park and beside the South China Sea coast, the hotel will feature 218 guestrooms and suites, two restaurants and one coffee bar. Leisure facilities will include a fitness centre, an outdoor swimming pool, a spa and a kids club, alongside 1,200 sq m of flexible spaces for banquets and conferences. 

Elsewhere in Asia, Sheraton Kathmandu Hotel will join the line-up in Nepal during Q3 this year. The 218-room property will be located on a 6,647 sq m site in the centre of Kathmandu. It will include food and beverage offerings, a 900 sq m banquet hall, meeting rooms, spa and gymnasium facilities and back-of-house areas.