With rebranding at Le Meridien & Westin almost done, corporate attention has shifted to aloft & Element. Add in the website disaster and Starwood's new CEO and things are busy at Starwood. I'm guessing a Sheraton strategy is in the planning stages or will be next on the list.

A few properties have taken on the clubby "Ralph Lauren" look with dark blue stripe wallpaper, white wainscoting, brown leather furniture & wood blinds, like Sheraton NY & Towers, Park Hotel Anaheim, etc. have. But things seem to have stalled and no real change in service or amenities.

It's tough because Sheraton is the largest division and the properties run the gambit from airport hotels, major city downtown convention centers, airports, to resorts and unique properties such as Asolo to those god awful "castles" in MA.

Part of me suggests they convert Sheraton to a Four Points brand in the US, with Sheraton being the non-US international, more traditional brand with a "classic" feel but not sure if that's even a god idea. Starwood is evolving into a branding company so I'm sure the experts are up to something. I wish them luck!