Marriott Unveils Sheraton’s New $1 Billion-Plus Look — Finally
Photo Credit: Marriott debuted six revamped Sheratons (pictured: the Sheraton Grand Dubai) this week, nearly three years after launching the brand revitalization. Marriott International
Skift Take
Sheraton's long-awaited brand update is finally here, but you're going to be waiting several years for the new look to roll out fully across its global footprint.
The new look of one of Marriott’s marquee full-service hotel brands has finally come to life, nearly three years after first getting announced.
Marriott unveiled on Thursday six Sheratons — two in the U.S., two in China, one in Dubai, and one in Israel — with the flagship brand’s new look, which has been in the works since 2018. The new branding emphasizes productivity in guest rooms and lounges. A town square feel in the lobby offers various places to work, dine, or grab a drink — which ideally drive additional revenue to owners.
A hotel facelift doesn't come cheap: Sheraton owners in North America alone could collectively spend close to $1 billion in upgrading to the new look if they all decide to move ahead with renovations. That doesn't factor in investments seen abroad.
Sheraton’s metamorphosis arrives at a time when brand distinction is critical in both the hotel industry as well as a company like Marriott, which has several directly competing full-service br
