Repositioning: Sheraton Hotels, Resort Unveils New Visual Identity | Independent Newspapers Limited
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Business, Tourism

Repositioning: Sheraton Hotels, Resort Unveils New Visual Identity

Posted: Jul 26, 2015 at 12:00 am   /   by   /   comments (0)

As part of the 10-point agenda to position it as a premier brand in the hospitality industry, Sheraton Hotels and Resorts, has revealed a first look at the brand’s all new visual identity with the re-launch

Sheraton is a part of Starwood Hotels and Resorts worldwide.

The Chief Executive Officer of Starwood, Adam Aron, who made this known during the week, explained that it was part of the Sheraton Hotels 2020 plan to reposition and re-engineer the brand.

He further explained that the first phase of a larger brand repositioning, includes; the revamped website features an enhanced user journey, high-end design, artful photography and a modern colour palette.

The Chief Executive Officer pointed out that the redesign was the latest of many initiatives underway for Sheraton 2020, a bold 10-point plan to position Sheraton as the premier global hotel brand of choice anywhere in the world

According to him, “More than ever, a compelling and enriched digital presence is necessary to win the hearts and minds of consumers around the world. With millions of visitors annually, we naturally turned to to first showcase the new visual identity for Sheraton as we continue to put the spotlight back on Starwood’s largest and most global brand”.

Leading several design updates set to roll out, features a refined brand logo, as well as crisp fonts and bold backgrounds with a rich colour palette that underscore the luxury and heritage of Sheraton.

According to the CEO, throughout the site, vivid hotel and destination imagery depict inspirational trips for both business and leisure.

He explained that these rich still-life shots evoke a sense of place and bring to life the types of experiences Sheraton guests could expect when visiting the brand’s best-in-class properties worldwide.

According to Global Brand Leader, Sheraton Hotels and Resorts, Dave Marr, “Sheraton offers guests a high-end, contemporary experience at our hotels around the world, and it is important that our brand aesthetic have the same modern, sophisticated look and feel.”

He continued, “As we begin to roll out the new identity for Sheraton, we have first launched a redesigned website that features fresh, editorial-inspired content, more intuitive booking and search methods, and enhanced back-end technology to better engage consumers and drive revenue to our hotels globally.”

Speaking on the latest development, the SVP, Global Brand Design and Innovation at Starwood Hotels and Resorts, Mike Tiedy, said, “Our goal for the new Sheraton visual identity was to reinforce the brand’s position as a leader and trusted voice in global travel.”

“The new aesthetic for Sheraton is more modern, approachable and engaging, designed to appeal to savvy guests and consumers around the world.” he added

The hotel explained that beyond the sleek new look, the site’s flexible and modular framework provides a user-friendlier layout optimised for desktop, mobile and tablet platforms.

The hotel further stated that a new about section outlines the Sheraton brand’s various initiatives and service offerings at its more than435 properties worldwide.

Also speaking, the Senior Vice President, Global Digital for Starwood Hotels and Resorts, Julie Atkinson, said, “We know our guests love Sheraton and want easy access to the signature offerings and elevated guest experiences of this iconic brand.”

“The refreshed site reveals improved navigation and functionality that gives its visitors easy access to detailed and compelling property content, with the option to socialise across key networks.”