Grand ambitions

Starwood aims for 'halo' effect with new top tier Sheraton Grand showcasing its exceptional hotels and guest experiences

Sheraton Grand Beijing Dongcheng Hotel was revealed as one of the first 10 Sheraton Grand properties worldwide, and the only one in the Chinese mainland, when the premier tier for the 78-year-old Sheraton brand was introduced on Aug 19.

Sheraton Grand is one of many initiatives underway for Sheraton 2020, a comprehensive plan designed to solidify Sheraton as a leading global hotel brand.

Wendy Huang, vice-president of sales and marketing for Greater China at Starwood Hotels and Resorts, said the Sheraton Grand has been introduced to recognize exceptional Sheraton hotels and resorts for their enticing destinations, distinguished designs, and excellence in service and guest experiences.

Vincent Thong, general manager of Sheraton Grand Beijing Dongcheng Hotel, said the hotel, opened in 2011, excels among the Sheraton properties by providing satisfying services, excellent facilities as well as possessing an outstanding location in the capital city.

Sitting in the heart of Beijing's business district on the North Third Ring Road, the hotel offers impressive culinary experiences, an array of spectacular function space, commanding views of the famous Bird's Nest and Water Cube stadiums, and easy access to historical attractions, such as the Great Wall.

On the same day, the hotel reinvigorated its lobby bar experience with imaginative menu additions through Paired, a new food and beverage program comprised of artisanal small plates and eclectic bar snacks served alongside suggested premium wines and craft beers, which is also an initiative of Sheraton 2020.

Wendy Huang said Starwood also aims for a "halo" effect with Sheraton Grand by showcasing the best hotels and resorts while better matching guest expectations.

As Starwood's most globally presented brand, Sheraton has a portfolio of more than 430 hotels in nearly 75 countries and regions. Among them, 67 are in China, with more than 40 in the pipeline.

Starwood expects to have 50 newly-designated Sheraton Grand hotels by the year end, with plans for 100 by early 2017.

Wendy Huang said that Starwood is addressing the needs of the booming middle class in China.

It is also trying to enhance the digital experience and develop compelling content.

The brand last month revealed an all new visual identity with the re-launch of Sheraton.com. The first phase of a larger brand repositioning, the revamped website features an enhanced user journey, high-end design, artful photography, and a modern color palette.

The brand also recently announced the richest SPG (Starwood Preferred Guest) promotion in the history of Starwood, Sheraton Free Weekends. The program provides an all-access pass to earn and redeem free weekend nights at any participating Sheraton hotel or resort globally. It is available through Sept 30.

A nod to the plan's clear five-year vision, Sheraton 2020 also includes a new $100 million Sheraton-focused marketing campaign; continuous innovation of the Sheraton guest experience; an unwavering commitment to service excellence; and the implementation of revenue and profit-driving initiatives to benefit owners and developers, as well as a goal of opening more than 150 new Sheraton hotels worldwide by 2020.

guoyali@chinadaily.com.cn

(China Daily 08/29/2015 page10)