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Starwood Announces “Grand” New Tier of Hotels

Starwood Announces “Grand” New Tier of Hotels
Jeff Edwards

Starwood Hotels & Resorts will offer a new level of luxury at Sheraton Hotels around the globe, elevating elite properties to Sheraton Grand Hotels.

Starwood is rebranding its top Sheraton Hotels worldwide as Sheraton Grand Hotels, a new premier tier that will signify “an exemplary hotel offering for both guests and local communities.” The first 10 Sheraton properties chosen to be elevated to Grand status, unveiled Wednesday, have already been redesigned.

The hotel group will operate Sheraton Grand Hotels in diverse locales, including Bangalore, Beijing, Dubai, Edinburgh, Miyazaki, Seoul, Taipei, Bangkok,Tokyo and Rio de Janeiro. Starwood expects to open the doors of at least 50 new Sheraton Grand Hotels by the end of this year, and hopes to have 100 Sheraton Grand Hotels ready for business by early 2017.

“Sheraton is Starwood’s largest and most global brand, and as we continue our work to firmly keep Sheraton in the spotlight, we recognize the need to better match guest expectations for the brand around the world,” interim CEO Adam Aron said of the new luxury tier. “Sheraton Grand celebrates our standout hotels and helps us further reinforce Sheraton as a trusted voice in global travel.”

In order to qualify for the “Grand” moniker, properties must meet a rigid set of standards. Eligible properties must have high satisfaction marks from guests, a desirable location in a city center or beachfront, and critically recognized restaurant and dining options with a renown chef at the helm. Starwood says that historic properties that already include the title “Grand” or “Grande” in their names will also eventually be included in the new elite tier.

[Photo: Starwood Hotels & Resorts]

View Comments (2)

2 Comments

  1. jbb

    August 21, 2015 at 12:08 am

    Great, yet another hotel brand to add to the increasingly messy and overlapping brands that big groups are flinging out faster than ever. Isn’t The Luxury Collection supposed to be the more luxury version of Sheraton already? Or, how about Westin? And if Starwood merges with IHG, then the new group will have four 4.5-star brands: Westin, Luxury Collection, Intercontinental and Sheraton Grand.

  2. rgdave

    August 22, 2015 at 11:28 am

    This makes the Starwood portfolio even more confusing. Agreed, where does it fit relative to Westin? Higher, lower? I thought Westin was positioned as their ‘premium’ mass market/convention brand. Kudos to Hyatt for sticking to clear distinctions – Park, Grand, Regency and then Andaz and Place. It’s really clear to me when I pick a Park Hyatt over a Grand Hyatt what the difference will be.

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