The new look of one of Marriott’s marquee full-service hotel brands has finally come to life, nearly three years after first getting announced.
Marriott unveiled on Thursday six Sheratons — two in the U.S., two in China, one in Dubai, and one in Israel — with the flagship brand’s new look, which has been in the works since 2018. The new branding emphasizes productivity in guest rooms and lounges. A town square feel in the lobby offers various places to work, dine, or grab a drink — which ideally drive additional revenue to owners.
A hotel facelift doesn’t come cheap: Sheraton owners in North America alone could collectively spend close to $1 billion in upgrading to the new look if they all decide to move ahead with renovations. That doesn’t factor in investments seen abroad.
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