Marriott Wants to Transform the Sheraton Experience

By the Caribbean Journal staff

Marriott is looking to make big changes to its Sheraton brand.

The hotel giant, which already introduced a concept for its new Sheraton guest room last year, is now showcasing its new vision for the brand’s public spaces.

Sheraton is the third largest brand in the Marriott portfolio, and has a presence of seven Sheraton-branded properties in the Caribbean, with locations including Santo Domingo, San Juan and Havana.

“From the moment we closed the Starwood merger in late 2016, the revitalization of Sheraton has been a top priority for our company,” said Arne Sorenson, President and CEO of Marriott International.  “We knew that the way to restore this incredible brand was focus and collaboration with our hotel owners.  We wanted to build on Sheraton’s rich legacy of sitting at the heart of communities across the globe, but also to create a differentiated positioning and compelling proposition for our owners.”

Marriott said the Sheraton strategy “features collaborative venues, technology enabled designs, and a host who helps deliver a unique experience that is exclusive to Sheraton.”

The revamped Sheraton public space concept mirrors what has been a major priority for Marriott-branded hotels, particularly in the Caribbean, turning traditional lobbies into large, living-room-style spaces that encourage interaction and activity.

“With our Sheraton transformation plan, we’ve put together all of the pieces of the equation to work cooperatively with our owners to set this iconic brand on a new, disciplined and successful path,” Sorenson said. “We are ready, our vision is clear and the energy is robust for Sheraton.”