Sheraton Hotels and Resorts Celebrates 75th Anniversary


Sheraton Hotels & Resorts, part of Starwood Hotels & Resorts Worldwide, Inc. (NYSE:HOT), today announced the 75thanniversary celebration of its iconic brand. The celebration of this milestone will coincide with the opening of the Sheraton Macao Hotel, Cotai Central - the largest hotel in Macau and Starwood Hotels & Resorts’ largest hotel in the world. In line with the brand 75th anniversary celebration, over 90 Sheraton Hotels & Resorts in Asia Pacific will be rolling out series of activities and offers that will enable guests to commemorate the brand’s legacy. 

“The 75th anniversary of Sheraton Hotels & Resorts is an exciting time for the brand,” says Vincent Ong, Senior Brand Director, Asia Pacific, Sheraton and Westin Hotels & Resorts. “Over the decades, Sheraton has risen from humble beginnings to extend its reach all over the world. The brand has become a global icon, synonymous with a rich heritage, luxuriously comfortable guest experience, and ability to bring people together.”

Sheraton – The World’s Recognized Hotel Brand
With Starwood’s largest portfolio of hotels & resorts in the upper upscale category, Sheraton possesses a vibrant history, providing guests with the place to experience the unforgettable with personalized hospitality experience underpinned by the sentiment “The World’s Gathering Place.” Dated back to 1937 when the company’s founders, Ernest Henderson and Robert Moore, acquired their first hotel in Springfield, Massachusetts, Sheraton has grown in leaps and bounds, extending its footprint around the globe.

In Asia Pacific, the longest operating Sheraton Hotel, Sheraton Hong Kong Hotel & Towers remains a favorite of business and leisure travelers alike. Since 1974, the hotel has helped propagate the brand’s value proposition, paving the way for future properties. Today Sheraton maintains a presence in 16 countries in Asia Pacific, with 93 hotels in operation.

Propelled by the strength of the Sheraton brand, Asia Pacific is Starwood’s fastest-growing, and soon to be its largest global market. The brand comprises more than 30 percent of Starwood hotel openings in Asia Pacific and expects to reach nearly 150 hotels by 2016. China, in particular, is a major market, accounting for half of the Sheraton hotels in operation and 35 hotels in the pipeline. Sheraton will debut in two new countries, including New Caledonia and Sri Lanka. The brand will also re-enter Bangladesh with Sheraton Dhaka Hotel.

Celebrating the 75th anniversary, 2012 will mark a major milestone for the Sheraton brand and its growth and development in Asia Pacific. This year, the brand has opened seven hotels in the division to date and is set to debut another five hotels by the end of 2012, including Sheraton Fuzhou Hotel; Sheraton Macao Hotel, Cotai Central; Sheraton Huzhou Hot Spring Resort; Sheraton Changchun Jingyuetan Hotel; and Sheraton Bali Kuta Resort which will mark the brand’s re-entry to the Island of Gods, Bali in Indonesia.

Success Factors
As the first international hotel operator to enter China, Sheraton has leveraged its strong and positive brand positioning to become the most sought-after luxury hotel brand on the Internet in the country. According to a recent report released by Geneva-based luxury market research firm Digital Luxury Group (DLG), Sheraton brand takes up 13.58 percent of overall searches in the luxury hotel category.

Renovations have also played a major role in Sheraton’s success. Starwood has spent the last few years enhancing many of its hotels, updating the façade and décor or upgrading facilities, to attract both new and returning guests, as well as to appeal to owners and developers. Recent multi-million dollar renovation projects took place at Sheraton on the Park, Sydney, and Sheraton Imperial Kuala Lumpur. The latter, for example, received a new meeting facility designed for maximum guest comfort, with an open lounge, interactive kitchen, and color-changing ambient lighting. It has also been fully equipped with state-of-the-art audio and visual technology.

Innovative offerings and more personalized services also factor into the equation for successful brand building. “We create spaces in each hotel that allow guests to gather and interact, including Sheraton Fitness Programmed by Core Performance, a pro-athletic training program; Sheraton Club lounges; and the Link@Sheraton experienced with Microsoft for guests to connect online or in person. These are all part of the Sheraton experience, anywhere in the world,” says Mr. Ong.

Celebrating 75 Years of Success
Fittingly, Sheraton will unveil the impressive Sheraton Macao Hotel, Cotai Central on September 20, 2012, marking a major milestone for its 75th anniversary celebrations. Nestled within Macau’s newest, most exciting fully integrated resort complex, Sands Cotai Central™, on Asia’s own bustling Las Vegas strip, the hotel offers 3,896 stylish, well-appointed guestrooms. Signature offerings include the Sheraton Sweet SleeperSM Bed, Sheraton Club, Club Lounge, Link@SheratonSMexperienced with Microsoft®, Shine Spa for Sheraton, and Sheraton Fitness Programmed by Core Performance®.

“Boasting unparalleled brand recognition and a rich legacy in Asia Pacific, Sheraton is the ideal fit for this spectacular new hotel in Macau – the largest Starwood hotel in the world – as the brand continues to lead Starwood’s growth in the division,” says Mr. Ong.

Following the launch of the 75th Anniversary at the Sheraton Macao Hotel, a series of celebratory activities will take place at Sheraton hotels across the Asia Pacific division. Participating hotels will roll out two special anniversary offers including:

- “75 Free Room Nights” – For 75 days starting from September 1 to November 14, 2012, Sheraton Hotels & Resorts invites guests to join the celebration by giving away complimentary room nights. Book a minimum stay of 3 nights for stay during 1 September and 31 January 2013, and guest can enjoy the third night complimentary. The offer also extends to a stay of 4 nights at the rate of 3 nights, and for a stay of six consecutive nights, guests can enjoy two nights complimentary.

- “Pay for Breakfast at 1937 price” – Alternatively, from September 1 to November 14, 2012, guests can book a stay at standard rates and enjoy breakfast for two at the rate of US$0.95, the price of breakfast in 1937 when Sheraton first opened its doors.

 “We invite guests to partake in our special 75th anniversary celebrations,” says Mr. Ong. “To come experience or rediscover why the Sheraton brand is associated with great hospitality – its warmth, connectivity, and community – that make for great memories.”

Source = Sheraton Hotels and Resorts
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