Being an airport hotel, I wonder if they're trying to attract international guests who have different perspectives on the Marriott and Sheraton brands.
So product differentiation to capture customers with slightly different preferences. And they're splitting a large Sheraton property, being partially motivated by inconsistent brand standards and brand identities, if I understand you guys correctly.
I have to say, it's starting to get a bit crazy with the number of hotel brands some chains are running. Marriott has got 30 brands, Accor's got 27. Contrast this with Hilton which seems a bit more reasonable with its 15 or so brands.