“Our goal for the new Sheraton visual identity was to reinforce the brand’s position as a leader and trusted voice in global travel,” added Mike Tiedy, senior vice president of global brand design and innovation at Starwood Hotels & Resorts. “The new aesthetic for Sheraton is more modern, approachable and engaging, designed to appeal to savvy guests and consumers around the world.”

The 10 points of Sheraton 2020 include:

1. Introduce New Sheraton Brand Positioning

– Reinvigorate Sheraton with a new vision to define and crystallize what Sheraton stands for as a brand
– Create a new visual identity for Sheraton that incorporates our current, iconic logo
– Enhance the digital experience and develop compelling content

2. Turn Heads, Change Minds, Deliver Guests: $100 Million Sheraton Marketing Campaign

– Roll out a multichannel global advertising campaign, beginning in 2015 through 2017
– Execute the richest Sheraton-focused SPG promotions in Starwood’s history
– Ramp up media buzz and social strategy to meaningfully engage consumers across all channels

3. Launch Sheraton Grand

– Elevate 100+ premier Sheraton hotels to new Sheraton Grand tier to better match guests’ expectations, showcase Sheraton's best properties and create a halo effect across the portfolio
– Focus first on global gateways to lure high-value travelers and create a worldwide network
– Encourage more owners to renovate properties to achieve new Sheraton Grand stature

4. Earn Owners’ Confidence in Sheraton

– Laser-focus on revenue and profit-driving initiatives and programs to boost owner value
– Balance building and conversion costs with exceptional guest experience
– Reevaluate brand standards and fee structures to improve owner economics

5. Ignite Associates’ Passion for Sheraton

– Enlist Sheraton General Managers as leaders of change on the frontlines
– Connect Sheraton’s people to new brand vision and their role in bringing it to life

6. Get Service Right at Sheraton. Every Day. Every Time. Everywhere.

– Maniacal – and consistent – focus on excellence in service delivery, including cleanliness, condition of rooms and responsiveness to guests
– Inspire and incent our hotels to reach new Guest Experience and Quality Assurance goals
– Tackle lowest-performing hotels, move the middle, and learn from the top

7. Reclaim Sheraton’s Status as THE Meetings Brand

– Become go-to brand for top planners and customers – take back group share
– Kick off global customer blitz; amp up booking rewards and incentives

8. Innovate the Sheraton Guest Experience. Continuously.

– Offer unique and imaginative premium sleep, entertainment, fitness and bath experiences
– Invigorate Food & Beverage – more relevant, more profitable
– Unleash the potential of Sheraton Club

9. Differentiate Sheraton through Design

– Transform public spaces and guestrooms through smart, intuitive, forward-looking design
– Leverage lobby design to drive revenue

10. Strengthen Sheraton by Opening 150+ New Hotels by 2020

– Through conversions, adaptive re-use and new-build projects, develop the right properties in the right markets with favorable returns for owners and their investors
– Create a flexible new-build product that enhances hotel profitability in secondary and tertiary markets

The new Sheraton is reminiscent of an understated EDITION with a touch of Ace: sleek, modern, and design-forward, with a mix of mid-century modern and minimalist decor. Rooms won’t feel like traditional hotel rooms at all, but breezy, light-filled condos with lots of natural wood and stone finishes, designed to make guests feel like they’re at home (that is, if your home had been styled by a Scandinavian interior designer and then meticulously Kondo'd out). In a genius move, its lobby and public spaces will blend together seamlessly in an open, sprawling, one-stop-shop layout, which seems less like a lobby and more like a modern-day town square.