Sheraton Hotels and Resorts, Marriott International’s third-largest brand and the largest outside North America by room count, is set to receive a major refresh. About 25% of Sheraton property owners have committed roughly $500 million toward renovations to update guest rooms and public spaces.
“Since the completion of the Starwood merger in late 2016, revitalizing Sheraton has been a top priority,” said Arne Sorenson, president and CEO of Marriott International. “We knew restoring this storied brand required focus and close collaboration with hotel owners. We aim to honor Sheraton’s legacy as a community-centered hotel while creating a clearer, differentiated positioning and a compelling value proposition for owners. Our Sheraton transformation plan brings together the necessary elements to work with owners and set this iconic brand on a disciplined, successful path. The vision is clear and the momentum is strong for Sheraton.”
The initiative emphasizes redesigned public areas and new collaborative venues that support socializing, productivity and personalization. Concepts prioritize technology-friendly layouts and flexible spaces where guests can work, meet and relax in a more modern, connected environment.
“Marriott is well positioned to execute a comprehensive strategy for Sheraton’s brand transformation, and we already have strong momentum,” said Tina Edmundson, global brand officer for Marriott International. “For the first time in years, the brand is outperforming competitive benchmarks in both rate and occupancy. We’ve raised brand standards, increased group bookings and strengthened our business operations over the past year as the initial phase of a multi-phase, multi-year plan. We’re leveraging our experience revitalizing lodging brands to guide Sheraton’s next chapter.”
The renovation program balances heritage and innovation: preserving Sheraton’s familiar hospitality while introducing contemporary design, improved technology and more adaptable spaces for today’s travelers. Upgraded communal areas aim to foster connection among guests and with local communities, while refreshed guest rooms will focus on comfort and functionality.
Owners participating in the investment are targeting enhancements that deliver measurable returns through higher occupancy, stronger average rates and improved guest satisfaction. The transformation plan includes clearer brand standards and operational support to ensure consistency across properties as upgrades roll out.
In addition to physical updates, the strategy includes marketing, sales and distribution initiatives to accelerate demand. By enhancing the guest experience and refining its market positioning, Sheraton seeks to regain competitive advantage and attract both leisure and business travelers in key global markets.
Overall, the effort represents a coordinated push to modernize Sheraton while maintaining the brand’s role as a central hospitality option in cities around the world. With substantial owner investment and Marriott’s operational resources, Sheraton is positioned to emerge refreshed and more relevant to today’s travelers.