June 05, 2018

Marriott unveils rehab for 81-year-old Sheraton brand

Marriott International on Monday unveiled the latest rehab of the 81-year-old Sheraton brand, which has struggled for decades to maintain consistency and relevancy around the globe.

The company said 25% of Sheraton owners have committed $500 million to the renovations, which will transform the lobbies into town square-style gathering areas with what Marriott calls coffee bar-bars (the coffee bar will transform into a regular bar in the evening), partially open small meeting rooms, communal work spaces with locking drawers, and sound-proof privacy booths where guests can duck in to make quick phone calls.

The guestrooms will be modernized with a focus on larger bathrooms and a desk that can be raised or lowered to function as a sitting or standing work station, even a dining room table.

The renovation is the latest in a string of attempts to upgrade the brand, which Starwood admitted in 2007 it almost gave up on. But the brand constitutes 42% of the portfolio of hotels Marriott acquired when it bought Starwood two years ago and is now Marriott's third-largest brand.

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