Starwood Concedes That Sheraton Is a Tired Brand
Photo Credit: Starwood plans on giving its Sheraton brand a refresh. Pictured is the Sheraton New York Times Square. Sheraton Hotels
Skift Take
Sheraton needs more than a new marketing campaign. Hopefully substantive changes will be part of the plan.
As Starwood mulls its strategic and financial alternatives, interim CEO Adam Aron basically admitted to financial analysts that its Sheraton brand is a tired brand and that the service quality is subpar in some locations.
Aron didn't put it that bluntly but that was the message during the chain's first quarter earnings call April 29.
Noting that Sheraton accounts for more than 40 percent of Starwood's global footprint, Aron said in North America "Sheraton needs to be significantly reinvi
