Sheraton Hotels & Resorts is giving away thousands of free rooms for one night at 86 hotels throughout North America to showcase the completion of the brand’s multi-billion-dollar global revitalization effort.
People can visit sheraton.com/freenight from October 6 to October 9 to register for a chance to book a free room on October 23 at new and newly renovated flagship hotels, including the Sheraton Waikiki, Sheraton Boston, Sheraton Kauai, Sheraton Dallas and Sheraton Phoenix Downtown.
As part of its three-year global overhaul, Sheraton has invested more than $4 billion in new hotels, renovations and signature-brand initiatives in North America and another $2 billion in new hotels overseas. Highlights include:
● 70,000 new or newly renovated guestrooms, 50,000 of them in North America;
● More than 300 new lobbies featuring the brand’s ‘Link@Sheraton experienced with Microsoft’ connectivity centers;
● More than 100,000 new ‘Sheraton Sweet Sleeper’ all-white, high-thread-count beds in 211 hotels and 83,000 guestrooms worldwide; and
● 98 renovated properties, nearly half of Sheraton’s North American portfolio, including high-profile gateway properties such as the Sheraton Denver, Sheraton Boston, Sheraton Seattle Hotel & Towers, Sheraton Montreal and Sheraton Waikiki.
As Starwood Hotels & Resorts Worldwide’s largest and most global brand, Sheraton has more than 400 hotels in 70 countries with a global brand awareness among business travelers at 92 per cent, which Starwood claims is the highest global awareness of any hotel brand in the world.
Sheraton hotels make up more than 44 per cent of Starwood’s total rooms and Starwood says the Sheraton brand is a key focus for the company as it prepares for a recovery in the U.S. and other major national economies. Starwood says 60 per cent of its properties from all nine of its hotel brands will be new or freshly renovated by the end of 2009.
“We have spent the last few years renovating and rebuilding one of the hotel industry’s most iconic brands and as the economy begins to recover Sheraton is in an enviable position, poised to come out of the gate fast and leverage our new flagship hotels, renovated properties and signature brand offerings,” says Frits van Paasschen, Starwood’s CEO. “When travelers return to the road en masse, Sheraton will be ready.”
Sheraton Hotels’ efforts to revitalize its brand began in 2007 and Starwood says the brand is beginning to see measurable success from its efforts. Results and indicatikons to date include:
● Sheraton guest satisfaction scores are the highest in the brand’s history, with overall satisfaction at 8.12 out of 10, year-to-date, surpassing the brand’s own goal, according to Starwood. Guests’ expressed likelihood to return to the brand has increased from 7.89 to 8.78 and meeting planner satisfaction scores are also at an all time high, Starwood says;
● Sheraton has opened 57 new hotels worldwide since 2007 and 10 more are slated to open by the end of the year, more than any other Starwood brand;
● In addition, Sheraton has removed more than 38 hotels worldwide, including 24 in North America that could not meet the brand’s new standards. Four more hotels will be dropped from the brand by the end of the year; and
● Over the next three months, Sheraton will mark the completion of a $500 million investment in renovations to existing properties, including multi-million dollar efforts at the Sheraton Denver, Sheraton Dallas and Sheraton Montreal, as well as the highly-anticipated November opening of Sheraton Puerto Rico Convention Center Hotel & Casino, a $210 million, 503-room property that will be the first new full-service hotel and casino built in San Juan in more than 10 years.
In common with Starwood’s other hotel brands, Sheraton Hotels & Resorts offers the Starwood Preferred Guest (SPG) program, which launched in 1999 with a policy of no blackout dates on free-night awards. Starwood claims SPG offers members the ability to redeem awards at more resorts, more luxury properties, more European hotels and more golf properties than any other hotel program.