Sheraton set for big worldwide upgrade

Starwood Hotels & Resorts is planning a major upgrade of its Sheraton hotel chain.

The plan includes an $80m (£55m)programme to put new luxury beds in 34 owned Sheraton hotels and 15,000 rooms by the end of the year, and in all properties across the USA by the end of 2003.

New room designs will be available to managed and franchised hotels, and the flagship 2,400-bedroom Sheraton New York Hotel and Towers will get a $50m (£35m) renovation of its public areas.

"When Starwood acquired Sheraton in 1998, it inherited one of the oldest, most revered hotel brands in the world," claimed Robert Cotter, Starwood's chief operating officer.

"However, while Sheraton's reputation overseas was one of superior quality and service, the brand's image had eroded somewhat in the USA, in large part due to variability in its extensive franchise system.

"Quite simply, travellers couldn't count on a consistent Sheraton product from one US city to the next."

According to Cotter, the new plan is designed to make Sheraton even more competitive with rivals Marriott and Hilton.

Tougher "brand standards" for franchisees have been introduced, a move that has caused 15 hotels to leave the system.

by David Shrimpton