Sheraton Is Working to Earn Devotion From Corporate Travelers
Skift Take
Sheraton is trying to accomplish a lot: Win "hearts and minds" of business travelers, revitalize a brand, and grow beyond 450 properties — all while its parent company is preparing to merge with another hotel giant.
The turnaround of Sheraton is underway as parent company Starwood Hotels & Resorts Worldwide tries to reposition the nearly 80-year-old hotel brand to appeal to modern business travelers.
Months after announcing a 10-point plan of action called Sheraton 2020 and launching a $100 million advertising and marketing campaign, the hotel company said the efforts are starting to pay off.
"We took the bold first steps toward reinvigorating Sheraton, our largest and most global brand with the launch of Sheraton 2020," Starwood CEO Thomas Mangas said during a company earnings call earlier this month. "With the new look and feel, Sheraton is capturing the hearts and minds of the corporate traveler."
He said the brand's revenue per available room had increased faster than that of competitors fo
