Originally Posted by
Mainline777
Interesting article from
Skift about how the decline of Sheraton and Marriott's plans for the brand's future.
A few highlights:
- Sheraton is Marriott's third-largest fee generator, so it's going to stay around (not surprising)
- It tried to be a brand that appealed to everyone, but then didn't stand for anything (although I'd argue this is something that most of Marriott's brands non-legacy SPG brands also have a problem with)
- Starwood didn't have the courage to kick out under-performing Sheratons, so the brand's image declined due to these bad properties (Marriott is changing this as 6,000 rooms have left Sheraton since 2016)
- Marriott almost didn't buy Starwood because of Sheraton
- Communal lobby space and a new room design is a key focus for Sheraton going forward
- Marriott is positioning Sheraton between Delta and Marriott in their full-service brand spectrum
How does this relate to Starwood’s
’Sheraton 2020’ reinvigoration plan that was launched on 2015 ?
Does this latest “Marriott is going to ....” initiative add anything to this plan, or replace it completely ?
Aren’t, for example, the rooms that have exited the Sheraton brand since 2016 a result of the Starwood 2015 plan, rather than the Marriott 2018 plan ?