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The first new-look Sheraton hotels are open …. and look good

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For the past few decades, Sheraton has been struggling under a reputation that the New York Times called “beige” in a 2019 article. Many Sheraton hotels are tired and dated, and the better hotels are siloed in the ‘Sheraton Grand’ sub-brand as a way to distinguish them.

It was back in 2015 when Rob wrote an article called ‘How do you solve a problem like Sheraton?‘, and not a lot has happened since. That said, we do hugely rate the refurbishment of the Sheraton Grand Park Lane in London, now restored to its art deco glory.

Marriott was aware of this when it acquired Starwood in 2016. Two years later it announced a comprehensive refresh of the brand that it hoped would give it relevance with a new generation.

Sheraton Grand Dubai lobby community table
The Sheraton Grand Dubai

Marriott is now ready to deliver on that promise and has unveiled six hotels that showcase its vision for Sheraton going forward. It doesn’t look too bad, although you will need to travel quite a way to try them out.

Lobbies are turning into WeWork-style workspaces

One of the most visible changes, apart from a massive change in style, is the move towards offering more flexible workspace for guests.

Going forward, new Sheraton hotels will include signature design elements such as the “Community Table” that will “anchor” each hotel’s lobby and offer a spot to sit and work, eat and drink.

Sheraton Guangzhou community table
The community table in the new Sheraton Guangzhou

Soundproof booths will also be located around the lobby, allowing for private phonecalls to clients, friends or family.

Sheraton Denver booths
The booths in the new Sheraton Denver

You’ll also be able to book flexible meeting room-style spaces called “The Studios” which can cater to business meetings or private dining.

Sheraton Phoenix Downtown PHXGP
A studio space in the Sheraton Phoenix

New Sheraton hotels will also feature a hybrid coffee bar, combining bar, coffee shop and mini-market.

Sheraton Phoenix Coffee Bar
The coffee bar in the Sheraton Phoenix

Combined, these elements seem remarkably similar to our WeWork office and sound like welcome additions that create a usable public space for business and leisure guests alike.

The rebrand isn’t just skin deep – it is a complete refurbishment of all elements, top to bottom, including the guest rooms.

Sheraton Tel Aviv Deluxe Room
A Deluxe room at the Sheraton Tel Aviv

Instead of beige, the new Sheraton look will feature “light wood tones accentuated with black metal accents” and feature height-adjustable desks, integrated power and charging as well as layered lighting that you can adjust depending on the hour.

Sheraton Tel Aviv Deluxe Room bathroom
The bathroom in a Deluxe room at the Sheraton Tel Aviv

Sheraton will continue to feature the Sheraton Sleep Experience platform bed.

Which hotels feature the new look?

Six refurbished Sheraton hotels are now welcoming guests into their brand-new rooms and public spaces, but unfortunately you will need to fly for at least five hours to get to one:

  • Sheraton Phoenix Downtown, USA
  • Sheraton Denver Downtown, USA
  • Sheraton Tel Aviv, Israel
  • Sheraton Grand Dubai, UAE
  • Sheraton Guangzhou, China
  • Sheraton Mianyang, China

40 hotels are expected to follow by 2022, but it will take quite a while for the new brand to roll out across the 450 hotels currently under the Sheraton badge.

Rolling out a refurbishment across an entire brand like this is difficult since Marriott does not own most of the hotels. It did buy the Sheraton Grand in Phoenix for $255 million in order to remake it as a blueprint for the brand’s new vision.

Exact timings will depend on the contract agreed between Marriott and the hotel operator, and some hotels may even choose to switch to a lower-end brand rather than make the required investment.

You can find out more about the new Sheraton look on this dedicated page of the Marriott website.


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Comments (25)

  • Phillip says:

    Interestingly, I always saw Sheraton Grands as an almost unofficially separate brand rather than Sheratons. A bit like Marriott vs JW Marriott.

  • Susan says:

    Growing up (many centuries ago) Sheratons were definitely upscale, on a par with Intercons and well above Hiltons. Now Shabby Sheraton seems more appropriate. Installing height adjustable desks – assuming this means it can be a standing desk – would be a gamechanger for me for a business trip.

  • FLYGVA says:

    For sure, it is a welcoming change.
    With one huge exception.
    Marriott / Sheraton eliminated a proper desk with a proper desk chair in the room. I ask myself, if anybody working in a design department ever sat five hours on such a chair at such a table trying to write e.g. meeting minutes, tender documents or a contract – things you will not be able to do in the lobby or club lounge?

    • Chrisasaurus says:

      Precisely this- I look for this first in a hotel now, I spend easily five hours on a typical trip
      working from the desk (and walking around the room waving my arms around when on the phone like an idiot) which only a small number of people are unaware of the concept of security or what they look like enough to do in a lobby or lounge.

      Booking a little Nook or cranny? Terrific until you want the loo or a coffee refill and have to pack everything up or else leave documents unattended

      • Tariq says:

        I saw this story on another blog a few days ago and it mentioned that the communal work table had lockable drawers for people to secure their belongings when leaving for a short while, which I thought was quite a nice idea.

        • Andrew says:

          Uhm…

          I have zero confidence in the security of desk drawers or filing cabinets in the work place, let alone random “lockable” drawers in a communal space.

          When a colleague was suspended, we needed to get into his desk and cupboards ASAP, but without destroying them. All it needed was the 3 digit number on the lock and the shape of a similar key and the locksmith nextdoor had cut one in a minute.

          I then discovered I could buy a set of master keys, no questions asked, that will open almost any standard UK drawer or filing cabinet for under a fiver.

          So incredibly useful…

          • Tariq says:

            Sure, but beats just leaving everything on display or draping a coat over like I usually would in an airport lounge, etc.

    • kitten says:

      I personally absolutely hate any table with only 1 central leg They *always* get wonky and feel cheap.

  • mradey says:

    Looks very similar to the downtown LA Sheraton, which was refurbed five or six years ago. Nice lobby area, fine for undemanding work. Rooms have full size desks if want to work in room.

  • TGLoyalty says:

    Hopefully get to try out the Dubai one at some point this year.

    • NC says:

      Here now. It’s quite nice, but I can’t say I’ve ever stayed in a Sheraton before so no basis for comparison.

      • rk says:

        How are you finding being at the end of Sheik Zayed Road?

        • NC says:

          Pretty convenient for most things really. I’m less interested in the Palm/Marina which are further away.

          • DeB20 says:

            Stayed there a couple of years ago, it was looking tired. Decent sized rooms but the stains on the upholstery and carpets put me off. I was glad to move to the JW Marriott Marquis and the Address Boulevard after that experience.

            Hopefully the refurbishment has improved the hotel and its rooms. Service was good as I recall.

  • Doug M says:

    In the USA I find brand variation the most difficult part of committing to a booking. Booking a Hilton or a Sheraton tells you little of what to expect. In many cases the lobby area feels like bait and switch compared to the room.

  • Alex Sm says:

    Some Sheratons have other issues which haunt them and may inhibit refurbishments. Rumour has it that because of a murder at the Moscow Sheraton in the 1990s, the hotel can’t be classified as 5* anyway. So this is is factor which makes significant improvements pointless

    • Bagoly says:

      Moscow.
      So “can’t” should surely be “is being blocked unless they pay a bribe” ?

    • kitten says:

      Good heavens I should think there are quite a few hotels in Moscow with similar issues then. See Bagoly’s comment.

  • Peggerz says:

    The Sheraton Grand in Edinburgh has had communal tables as work spaces in the lobby for some years now.They are a bit taller than in the photo above. However the close proximity to a large tv may be a distraction.

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