Why Is the Sheraton Brand Looking for a Makeover?

1.Why is the Sheraton brand looking for a makeover?

As a high-end business brand, Sheraton began to add some motels and motor inns to the brand, which caused a lot of confusion for the public. “The more brands any one hotel company has, the higher risk of an individual hotel owner’s business being hurt — not only from competitors’ brands but from cannibalization within the same brand family.” so although Sheraton is the trump hotel of the Starwood group, it may be slightly less competitive than the newly - growing brand because the brand is too old and innovative.

After Starwood takes over Sheraton, they put million dollars on marketing campaign but it did not work because Starwood had no courage to kick out hotels that did not reach the hotel’s stander.

brand knowledge—— brand awareness ——- brand image (brand identity:not knowing who you are)

Different brand image in Asia and Europe

2.What are some of the key customer/experiential trends that the brand is looking to leverage in its makeover?

1.Focus on technology

Bring convenience and freshness to guests through the advanced technology. For example the “studio space” can provide flexible meeting spaces, the table which is able to lock personal items in a drawer and the kind of tech-enabled integrations to provide customers to order the food from mobile phone.

2.People-oriented design

“The purpose of the hotel design is to create a hotel interior space to optimize the indoor hotel environment.” Hotel’s design should always put the requirements of customers, including material and spiritual, at the forefront of design thinking. For example they make the table in the rest area can be adjusted to different heights, room design more fashion, and more in line with the aesthetic of this era and the lobby bar serves different types of drinks in different hours, with coffee in the morning and cocktails in the evening.

co-everything, communal

3.What are some of the aspects of its brand that Sheraton can retain/maintain and build on in its makeover?

1. SPG Club: The full name of Starwood Preferred Guest, also called the Starwood loyalty program or the Starwood priority customer plan, is recognized as the best exchange program in the world.The program provides excellent hotel portfolio, faster integration points and no date limits for free accommodation. It is the first hotel customer plan to exchange tickets for more than 100 airlines, with no date limit, and can really enjoy free travel.

2. Pet dog check-in plan: Starwood announced that the Sheraton, Wenstin and W hotels in the United States and