WHITE PLAINS, NY— Starwood Hotels & Resorts Worldwide plans to further upgrade its Sheraton Hotel brand, on top of the more than $450 million it’s invested since 1998 to renovate its properties. The latest improvements are designed to make the brand consistent, and more family- and business traveler-friendly. Robert Cotter, Starwoods COO and a 30-year Sheraton veteran, noted that Sheratons reputation overseas is “one of superior quality and service;” however, the brands image has “eroded somewhat in the United States in large part due to variability in its extensive franchise system. Quite simply, travelers couldnt count on a consistent Sheraton product from one U.S. city to the next.” According to Cotter, while Sheratons occupancy and rate performance, as well as customer rankings, have “improved significantly” over the last three years, this new plan is designed to make the brand even more competitive with rivals Marriott and Hilton. Starwoods plan to upgrade the Sheraton brand includes: * Better beds: Building off the success of the Westin Heavenly Bed introduced by Starwood two years ago, the company has designed a new Sheraton bed. The new bed features a Sealy Posturepedic Plush Top mattress, down pillows and several duvets in solid colors with simple patterns. Starwood and the entire Sheraton brand system will invest up to $80 million installing the new beds starting this summer. The beds will be installed in 34 owned Sheraton hotels and 15,000 rooms by the end of the year and nationwide by the end of 2003. * New room design: Starwood has assembled a team of designers from outside the industry to revamp Sheratons room design and offer multiple alternatives to owners and franchisees, respecting the architectural characteristics and geographic location of each hotel. Recruited from Ralph Lauren, Holly Hunt, Banana Republic and Williams-Sonoma, the team has spent a year researching, sourcing and developing a new prototype Sheraton guestroom. Dubbed The Westchester Room, the rooms traditional design is a nod to Ralph Lauren with jewel-tone colors; new wall coverings; mahogany desks; and the new Sheraton bed. The room is accessorized with chrome hooks for luggage and toiletry bags; sconce lighting; and laptop-size safes. A new bathroom design includes a white marble vanity, chrome legs and subway tile. The room package will be available to managed and franchised hotels in multiple color palettes. * Renovation of flagship: Starwood will invest more than $50 million to upgrade its most profitable hotel, the 2,400-room Sheraton New York Hotel and Towers, the largest hotel in the brand system. The hotel will feature The Westchester Room and public space redesign. The lobby will offer a coffee café as well as a new restaurant concept under development. * New-build Sheraton prototype: Later this year, Starwood will debut a new prototype for new-build Sheraton properties, primarily for suburban markets * Tougher standards and brand cleanup: Starwood is strictly enforcing its minimum GSI standards and as a result, 15 Sheraton franchise properties that chose not to meet these requirements have left the brand. “A brand is nothing if it is not consistent in its product and service, said Barry Sternlicht, chairman/CEO. “While much progress has already been made, we are serious in our effort to narrow Sheratons band of quality domestically to drive customer loyalty and enhance system growth worldwide.”
