Sheraton Hotels & Resorts Accelerates Growth in Asia Pacific With Eye on Sheraton 2020 Transformation Plan

Published on : Tuesday, February 23, 2016

SHERATON HOTELS & RESORTSSheraton Hotels & Resorts, part of Starwood Hotels & Resorts Worldwide, today announced accelerated growth plans for Asia Pacific, continuing its sharp focus on Sheraton 2020, a comprehensive 10-point plan designed to put Sheraton Hotels & Resorts firmly back into the global spotlight.  Following the most recent designation of Sheraton Grand Macao, Cotai Central in January, the brand is continuing its rapid expansion of Sheraton Grand by welcoming three properties to the premier tier: Sheraton Grand Shanghai Pudong Hotel & Residences, Sheraton Grand Guangzhou Huadu Resort and Sheraton Grand Jakarta Gandaria City Hotel.  Sheraton also revealed plans to open more than 20 properties in the region by mid-2017, supporting the brand’s Sheraton 2020 goal of adding 150 new hotels by 2020.


“As we complete the first year of our bold new vision for Starwood’s most global brand, Sheraton 2020 initiatives are already underway to establish Sheraton as the hotel brand of choice everywhere,” said Vincent Ong, Senior Director, Brand Management, Starwood Hotels & Resorts Asia Pacific. “We are making tremendous progress in Asia Pacific, continuing to provide Sheraton guests with effortless travel experiences so they can experience more, from offering the new lobby bar menu Paired to leading the expansion of the brand’s new premier tier, Sheraton Grand.”


A Grand Welcome

Introduced in August 2015 as part of Sheraton 2020, Sheraton Grand is a new premier tier that recognizes exceptional Sheraton hotels and resorts for their enticing destinations, distinguished designs, and excellence in service and guest experiences. As part of the burgeoning network, these new Sheraton Grand hotels in Asia-Pacific represent the high-touch elements synonymous with the new elevated tier:



Strengthening Sheraton Globally

In addition to welcoming three new Sheraton Grand properties, the brand continues to march toward its Sheraton 2020 goal of adding 150 hotels by 2020, with the aim to open more than 20 properties alone in Asia Pacific by mid-2017. Sheraton will debut in countries such as Bangladesh, Sri Lanka, the Philippines and Myanmar over the next several years, as the brand continues to expand its global reach across every corner of the world.


“As Starwood’s most global brand, Sheraton enjoys the long established recognition that many owners have already come to know and expect of the brand,” said Rajit Sukumaran, Senior Vice President, Acquisitions & Development, Starwood Hotels & Resorts Asia Pacific. “We are confident that Sheraton will continue to enjoy significant footprint growth as we power through Sheraton 2020.”


A Clear Vision

Since announcing the Sheraton 2020 plan in June 2015, Sheraton has revealed its multi-million dollar marketing campaign; introduced a new imaginative lobby menu, PairedSM; announced the richest SPG® promotion in the history of the brand, along with a promotion for travel professionals; launched the brand’s new visual identity and re-designed web and mobile sites; and introduced Sheraton Grand, a new premier tier that recognizes exceptional Sheraton hotels and resorts. A nod to the plan’s clear five year vision, Sheraton 2020 also promises continuous innovation of the Sheraton guest experience; an unwavering commitment to service excellence; the implementation of revenue and profit-driving initiatives to benefit owners and developers; and a goal of adding more than 150 new Sheraton hotels worldwide by 2020.


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