Sheraton 2020 Plan: Marketing Campaign To Gulp $100m | Independent Newspapers Limited
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Business, Tourism

Sheraton 2020 Plan: Marketing Campaign To Gulp $100m

Posted: Jun 12, 2015 at 12:34 am   /   by   /   comments (0)

By  Abel Orukpe –  Lagos

Starwood Hotels and Resorts Worldwide Incorporation has introduced Sheraton 2020, a comprehensive 10-point plan designed to put Sheraton Hotels and Resorts firmly back to the global spotlight.

This is just as the hotel said that it would strengthen Sheraton by opening 150+ new hotels by 2020 through conversions, adaptive re-use and new-build projects, developing the right properties in the right markets with favourable returns for owners and their investors, create a flexible new-build product that enhances hotel profitability in secondary and tertiary markets

Sheraton 2020,  five year vision, includes a new $100 million Sheraton-focused marketing campaign, the launch of the new premier tier, Sheraton grand; continuous innovation of the guest experience; an unwavering commitment to service excellence, the implementation of revenue and profit-driving initiatives to benefit owners and developers, and a goal of opening more than 150 new Sheraton hotels worldwide by 2020.

Speaking on the plan, Starwood Chief Executive Officer, on an interim basis, Adam Aron, said,  “Sheraton is Starwood’s largest, and most global brand, with a nearly 80-year history as a pioneer and true beacon of hospitality around the world.”

He said “With Sheraton 2020, we are marshalling the formidable might, muscle and creativity of our organization, which has famously distinguished itself as the industry’s premier brand builder and innovator.  This is a top priority and we will act boldly to put Sheraton back on its rightful pedestal as a global hotel brand of choice, everywhere.”

Also speaking, the Global Brand Leader for Sheraton, Dave Marr, stated that  work was  well underway on Sheraton 2020 with initiatives scheduled to roll out this  June and that  a new brand positioning and global advertising campaign  would be launched in September of this year.

According to Marr, “Sheraton 2020 was created with an eye toward maximizing value for owners’ assets, and we thought it was important to share our plans first with them while at the NYU Hospitality Conference.”

He said “Our teams around the world are already hard at work to swiftly and consistently execute against this action plan.”

He listed the 10 points of Sheraton 2020 to include: introduce new Sheraton brand positioning, reinvigorate the hotel with a new vision to define and crystallise what Sheraton stands for as a brand, create a new visual identity for hotel that incorporates our current, iconic logo and enhance the digital experience and develop compelling content

The second point of the plan is to turn heads, change minds, deliver guests: $100 million Sheraton marketing campaign ,roll out a multichannel global advertising campaign, beginning in 2015 through 2017,execute the richest Sheraton-focused SPG promotions in Starwood’s history, and ramp up media buzz and social strategy to meaningfully engage consumers across all channels

Marr gave the third point of Sheraton to include launch Sheraton grand, elevate 100+ premier Sheraton hotels to new Sheraton grand tier to better match guests’ expectations, showcase Sheraton’s best properties and create a halo effect across the portfolio, focus first on global gateways to lure high-value travelers and create a worldwide network, encourage more owners to renovate properties to achieve new Sheraton grand stature

He stated that the fourth plan ,which is to  earn owners’ confidence in Sheraton would focus on revenue and profit-driving initiatives and programmes to boost owner value,  balance building and conversion costs with exceptional guest experience  and reevaluate brand standards and fee structures to improve owner economics

The fifth  plan is to ignite associates’ passion for Sheraton by enlist Sheraton general managers as leaders of change on the frontlines, connect Sheraton’s people to new brand vision and their role in bringing it to life, while the sixth involves getting service right at Sheraton every day, every time, everywhere.

He added that maniacal and consistent focus on excellence in service delivery, including cleanliness, condition of rooms and responsiveness to guests, inspire and incent our hotels to reach new guest experience and quality assurance goals and to tackle lowest-performing hotels, move the middle, and learn from the top