Marriott unveils new brand image at six Sheratons

The lobby has been reimagined as the “public square” of hotels that feature the Sheraton brand's new design. Photo credit: Marriott International (Sheraton Phoenix Downtown)

Marriott International has unveiled the first six Sheraton hotels & Resorts under the brand’s new vision, which was first announced in 2018. Renovation has wrapped at the Sheraton Phoenix Downtown; the Sheraton Denver Downtown; the Sheraton Tel Aviv, Israel; the Sheraton Grand Dubai, United Arab Emirates; the Sheraton Guangzhou, China; and the Sheraton Mianyang, China. A further 40 hotels around the world are expected to reflect the new brand vision by the end of 2022.

“This is a pivotal moment for Sheraton as we see hotel owners embracing the new vision and bringing it to life for the first time,” said Amanda Nichols, senior director and global brand leader of Sheraton Hotels. “Over the past 80 years, Sheraton has always offered guests the time-honored assurance of a welcoming community. We’re proud to have built on this legacy in the new concept, creating an environment where guests can enjoy all the familiar comforts of the Sheraton brand but with fresh, contemporary updates. As travel resumes, we look forward to welcoming guests into this new chapter for Sheraton.”

Drawing on its roots as a community hub for locals and guests at flagship locations globally, the new approach for Sheraton offers places to connect and be productive. The layered design approach aims to create an environment where guests feel comfortable, whether working, meeting or relaxing, according to the company.

Modern-Day “Public Square”

The lobby has been reimagined as the “public square” of the hotel. Signature elements include the community table, a purpose-built workspace that will anchor each hotel’s lobby and allow guests to work, eat and drink. These tables are custom designed with amenities to keep guests productive, including built-in lighting, outlets and wireless charging stations.

Studios are flexible gathering spaces available to book whenever a guest needs it. Built on raised platforms and enclosed with glass, the tech-enabled areas provide privacy and focus for everything from small group meetings to private dining experiences. Soundproof booths also are strategically placed throughout the lobby to facilitate private phone calls.

The Coffee Bar Bar is a central pillar of the new Sheraton lobby, serving food-and-beverage options that are locally sourced, easy to consume while working and customizable to accommodate all tastes and time schedules.

Guestrooms and Club Lounges

The new guestrooms have a “residential appeal” with soft finishes and light wood tones accentuated with black metal accents. The rooms have new tools for productivity, such as a height-adjustable work table, integrated power and charging and layered lighting. The guest bathroom has also been completely redesigned with walk-in showers.

The Sheraton Club Lounge, an exclusive space for Marriott Bonvoy Elite members and Sheraton Club level guests, also has been upgraded as part of the transformation, with premium amenities, enhanced connectivity and 24/7 access to provide a private environment.