HotelsThe 80-year-old brand is updating its look and feel, putting a reimagined lobby at the heart of the new experience.

A brand refresh for Sheraton is underway

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Sheraton Grand Dubai, UAELobby_03 use
More than 40 Sheraton hotels around the world are expected to embrace a fresh look by end 2022. Pictured: Sheraton Grand Dubai, UAE

Sheraton Hotels & Resorts has unveiled a new vision to inject contemporary aesthetics and community vibes to the 80-year-old brand.

Following Marriott International’s announcement in 2018 of its plans to refresh the iconic brand, hotels which have underwent a revamp include Sheraton Grand Dubai, UAE; Sheraton Guangzhou, China; Sheraton Mianyang, China, Sheraton Phoenix Downtown, US; Sheraton Denver Downtown, US; and Sheraton Tel Aviv, Israel.

This year, the refreshed Sheraton experience is set to be completed in locations including Nashville, US; Toronto, Canada; Nice, France; Kiev, Ukraine; and Xi’an, China. More than 40 hotels are expected to sport the fresh look by end 2022.

At the heart of the new Sheraton experience is the lobby, which has been re-imagined as the “public square” of the hotel.

Signature elements such as the Community Table, a purpose-built workspace that is custom designed with amenities including built-in lighting, outlets and wireless charging stations, will anchor the lobby and allow guests to work, eat and drink while soaking up the energy of the space.

The Studios — which are set on raised platforms and enclosed with glass— offer flexible spaces for collaborative working and connecting with others in a less formal setting, while soundproof booths are placed in strategic spots throughout the lobby as well.

An elevated F&B philosophy is also part of Sheraton’s reimagined lobby experience, which will see the Coffee Bar Bar serving dining options that are locally-sourced, easy to consume while working and customisable to accommodate a wide-ranging tastes and time schedules of guests.

Sheraton Mianyang, China Deluxe Twin
Deluxe twin room at Sheraton Mianyang, China.

As part of the revamp, guest rooms will sport new tools for productivity, such as a height-adjustable work table, integrated power and charging and layered lighting. The bathrooms have also been refitted with new walk-in showers.

For Marriott Bonvoy Elite members and Sheraton Club level guests, the Sheraton Club Lounge has also been updated with new F&B menus, premium amenities, and enhanced connectivity.

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