Hotels providing the highest quality of service and design within the 435-strong Sheraton portfolio will be designated with the Sheraton Grand title.
To launch the new branding, 10 existing Sheraton hotels have been grouped together as Sheraton Grand hotels, including several that have already had Grand in their title for several years.
The five-AA-star, 269-bedroom Sheraton Grand Edinburgh is one that has long held the Grand title. It is the only Sheraton in the UK to be included within the new category.
Adam Aron, interim chief executive of Starwood, said: "Sheraton is Starwood's largest and most global brand, and as we continue our work to firmly keep Sheraton in the spotlight, we recognise the need to better match guest expectations for the brand around the world.
"Sheraton Grand celebrates our standout hotels and helps us further reinforce Sheraton as a trusted voice in global travel."
As well as being within a strategic location and providing "heightened overall guest experience", hotels that are designated as Sheraton Grand will feature impressive architecture or grounds, compelling public spaces, luxury bedrooms, a signature restaurant, innovative evetnt spaces, dynamic fitness facilities and a luxury spa.
Starwood, which also operates the St Regis, Luxury Collection, W and Le Meridien brands, expects to have 50 Sheraton Grand hotels around the world by the end of the year, with plans for 100 by early 2017.
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