From Dubai to Tel Aviv, Marriott’s most global brand pulls back the curtain on its latest transformations.

Sheraton Hotels & Resorts has unveiled the initial hotels around the world that exemplify its new vision and design concept: Sheraton Tel Aviv, Israel; Sheraton Grand Dubai, UAE; Sheraton Phoenix Downtown, USA; Sheraton Denver Downtown, USA; Sheraton Guangzhou, China and Sheraton Mianyang, China.

Following Marriott’s announcement in 2018 of its plans to refresh the Sheraton brand for today’s traveller, the renovations marks an important milestone in the reinvention journey. More than 40 properties across the globe are set for a top-to-toe transformation by the end of 2022, while this year, Sheraton expects to unveil new guest experience programmes and complete renovations in Nice, Kiev, Nashville, Toronto and Xi’an.

“This is a pivotal moment for Sheraton as we see hotel owners embracing the new vision and bringing it to life for the first time,” says Amanda Nichols, Senior Director and Global Brand Leader of Sheraton Hotels. “Over the past 80 years, Sheraton has always offered guests the time-honoured assurance of a welcoming community. We’re proud to have built on this legacy in the new concept, creating an environment where guests can enjoy all the familiar comforts of the Sheraton brand, but with fresh, contemporary updates. As travel resumes, we look forward to welcoming guests into this new chapter for Sheraton.”

Drawing on its roots as a community hub for locals and guests alike, the new approach for Sheraton looks to create an intuitive and holistic experience with places to connect, be productive and feel part of something. The layered design approach, balancing a sense of timelessness with a fresh and modern feel, aims to devise an environment where guests feel comfortable and at ease, whether working, meeting or relaxing.

 

 

At the heart of the new experience is the lobby, which has been re-imagined as the ‘Public Square’ of the hotel; a holistic, open space that invites people to join together or be alone amongst others, creating a sense of energy and belonging. With a flow that is natural, intuitive and uncomplicated, guests have what they need within arm’s reach, all set against an inviting backdrop that feels warm and comfortable yet refined.

Central to the new design are signature elements such as the Community Table, a purpose-built workspace anchoring each hotel’s lobby and allowing guests to work, eat and drink while soaking up the energy of the space. Following Sheraton’s philosophy to embrace both form and function, these tables are custom-designed with amenities to keep patrons productive, including built-in lighting, outlets and wireless charging stations.

Built on raised platforms and enclosed with glass, meanwhile, The Studios – bookable gathering spaces that celebrate collaboration and connection in a less formal setting – are equipped with the latest tech and allow guests to contribute to the energy of the public spaces while at once providing privacy and focus for small group meetings or private dining experiences. Soundproof booths have also be placed throughout the lobby, meaning people can make phone calls to connect privately with friends, family or colleagues from afar.

With the brand’s productivity-focused guest in mind, the new food & beverage philosophy creates a focal point in the lobby experience. Part bar, part coffee bar, part market, the Coffee Bar Bar is a central pillar of the new vision, transitioning guests seamlessly from day to night with culinary options that are locally-sourced, easy to consume while working and customisable to accommodate all tastes and time schedules.

Upstairs, guestrooms have been transformed into bright, well-lit spaces with a warm, residential appeal offset by soft finishes and light wood tones accentuated with black metal accents. The rooms have been reimagined with new tools for productivity, such as height-adjustable work tables, integrated power and charging, and layered lighting, but retain some of the brand’s signature features, including the Sheraton Sleep Experience platform bed. Bathrooms have also undergone a completely redesign, taking on a contemporary aesthetic with modern walk-in showers and luxury amenities by Gilchrist & Soames.

The Sheraton Club Lounge, an exclusive space for Marriott Bonvoy Elite members and Sheraton Club level guests, has received an upgrade as part of the transformation too. The new design ensures the spaces are welcoming, elevated and purposefully designed for a layered and engaging experience that transitions seamlessly with activations from morning to evening. Guests will find updated food and beverage offerings, premium amenities, enhanced connectivity and 24/7 access to provide a private environment.

In light of the Covid-19 pandemic, Sheraton Hotels are following Marriott International’s Commitment to Clean protocols, created in partnership with leading experts in food and water safety, hygiene and infection prevention, and hotel operations. These protocols include mandated mask wearing for all associates within the hotel, the use of disinfectants recommended by the Centres for Disease Control in the country or region where the hotel operates, and the sanitation of surfaces according to the World Health Organization (WHO).

There are currently 446 Sheraton hotels in 74 countries worldwide, making it Marriott’s most global brand.