{"id":35,"date":"2015-08-19T19:59:18","date_gmt":"2015-08-19T23:59:18","guid":{"rendered":"http:\/\/first2board.com\/thetaxiway\/?p=35"},"modified":"2015-08-20T08:02:00","modified_gmt":"2015-08-20T12:02:00","slug":"sheraton-grand-will-it-revive-the-brand","status":"publish","type":"post","link":"http:\/\/first2board.com\/thetaxiway\/2015\/08\/19\/sheraton-grand-will-it-revive-the-brand\/","title":{"rendered":"Sheraton Grand &#8211; Will it Revive the Brand?"},"content":{"rendered":"<p>Today, <a href=\"http:\/\/www.starwoodhotels.com\" target=\"_blank\">Starwood Hotels &amp; Resorts Worldwide<\/a>\u00a0launched its latest top-tier brand &#8211;<strong> Sheraton Grand <\/strong>&#8211;<strong>\u00a0<\/strong>in hopes that it will further enhance the broader Sheraton brand.<\/p>\n<p>Initially, Sheraton Grand will have 10 properties, primarily in Asia, though it will have one in Rio de Janeiro and one in Edinburgh. The brand is planning a larger rollout over the next two years, with an additional 50 properties\u00a0to come online by the end of the year, and a further 50\u00a0by the end of 2017.<\/p>\n<p>What specifically makes an existing <strong>Sheraton<\/strong> become a <strong>Sheraton Grand<\/strong> is a bit unclear, as the re-brand came without any obvious financial investment or renovation to the properties. According to Sheraton&#8217;s press release,\u00a0Adam Aron, interim Starwood CEO said, \u201c<strong>Sheraton Grand<\/strong> celebrates our standout hotels and helps us further reinforce Sheraton as a trusted voice in global travel.\u201d<\/p>\n<p>The initial <strong>Sheraton Grand<\/strong> hotels announced as of the time of this article being written are:<\/p>\n<ul>\n<li><a href=\"http:\/\/go.redirectingat.com?id=65585X1487234&amp;xs=1&amp;url=http%3A%2F%2Fwww.starwoodhotels.com%2Fsheraton%2Fproperty%2Foverview%2Findex.html%3FpropertyID%3D3110%26language%3Den_US\" target=\"_blank\">Sheraton Grand Bangalore Hotel at Brigade Gateway<\/a><\/li>\n<li><a href=\"http:\/\/go.redirectingat.com?id=65585X1487234&amp;xs=1&amp;url=http%3A%2F%2Fwww.starwoodhotels.com%2Fsheraton%2Fproperty%2Foverview%2Findex.html%3FpropertyID%3D3415%26language%3Den_US\" target=\"_blank\">Sheraton Grand Beijing Dongcheng Hotel<\/a><\/li>\n<li><a href=\"http:\/\/go.redirectingat.com?id=65585X1487234&amp;xs=1&amp;url=http%3A%2F%2Fwww.starwoodhotels.com%2Fsheraton%2Fproperty%2Foverview%2Findex.html%3FpropertyID%3D3731%26language%3Den_US\" target=\"_blank\">Sheraton Grand Hotel Dubai<\/a><\/li>\n<li><a href=\"http:\/\/go.redirectingat.com?id=65585X1487234&amp;xs=1&amp;url=http%3A%2F%2Fwww.starwoodhotels.com%2Fsheraton%2Fproperty%2Foverview%2Findex.html%3FpropertyID%3D474%26language%3Den_US\" target=\"_blank\">Sheraton Grand Edinburgh Hotel<\/a><\/li>\n<li><a href=\"http:\/\/go.redirectingat.com?id=65585X1487234&amp;xs=1&amp;url=http%3A%2F%2Fwww.starwoodhotels.com%2Fsheraton%2Fproperty%2Foverview%2Findex.html%3FpropertyID%3D255%26language%3Den_US\" target=\"_blank\">Sheraton Grand Rio Hotel &amp; Resort<\/a><\/li>\n<li><a href=\"http:\/\/go.redirectingat.com?id=65585X1487234&amp;xs=1&amp;url=http%3A%2F%2Fwww.starwoodhotels.com%2Fsheraton%2Fproperty%2Foverview%2Findex.html%3FpropertyID%3D1422%26language%3Den_US\" target=\"_blank\">Sheraton Grande Ocean Resort<\/a><\/li>\n<li><a href=\"http:\/\/go.redirectingat.com?id=65585X1487234&amp;xs=1&amp;url=http%3A%2F%2Fwww.starwoodhotels.com%2Fluxury%2Fproperty%2Foverview%2Findex.html%3FpropertyID%3D357%26language%3Den_US\" target=\"_blank\">Sheraton Grande Sukhumvit<\/a><\/li>\n<li><a href=\"http:\/\/go.redirectingat.com?id=65585X1487234&amp;xs=1&amp;url=http%3A%2F%2Fwww.starwoodhotels.com%2Fsheraton%2Fproperty%2Foverview%2Findex.html%3FpropertyID%3D956%26language%3Den_US\" target=\"_blank\">Sheraton Grande Taipei Hotel<\/a><\/li>\n<li><a href=\"http:\/\/go.redirectingat.com?id=65585X1487234&amp;xs=1&amp;url=http%3A%2F%2Fwww.starwoodhotels.com%2Fsheraton%2Fproperty%2Foverview%2Findex.html%3FpropertyID%3D361%26language%3Den_US\" target=\"_blank\">Sheraton Grande Tokyo Bay Hotel<\/a><\/li>\n<li><a href=\"http:\/\/go.redirectingat.com?id=65585X1487234&amp;xs=1&amp;url=http%3A%2F%2Fwww.starwoodhotels.com%2Fsheraton%2Fproperty%2Foverview%2Findex.html%3FpropertyID%3D361%26language%3Den_US\" target=\"_blank\">Sheraton Grande Walkerhill<\/a><\/li>\n<\/ul>\n<p>The announcement of the Sheraton Grand brand is one component of the <a href=\"http:\/\/transformation.sheraton.com\/\" target=\"_blank\">Sheraton 2020<\/a> strategy\u00a0which proposes to:<\/p>\n<ol>\n<li><strong>Introduce New Sheraton Brand Positioning<\/strong> \u2022 Reinvigorate Sheraton with a new vision to define and crystallize what Sheraton stands for as a brand \u2022 Create a new visual identity for Sheraton that incorporates our current, iconic logo \u2022 Enhance the digital experience and develop compelling content;<\/li>\n<li><strong>Turn Heads, Change Minds, Deliver Guests: $100 Million Sheraton Marketing Campaign<\/strong> \u2022 Roll out a multichannel global advertising campaign, beginning in 2015 through 2017 \u2022 Execute the richest Sheraton-focused SPG promotions in Starwood\u2019s history \u2022 Ramp up media buzz and social strategy to meaningfully engage consumers across all channels;<\/li>\n<li><strong>Launch Sheraton Grand<\/strong> \u2022 Elevate 100+ premier Sheraton hotels to new Sheraton Grand tier to better match guests\u2019 expectations, showcase Sheraton\u2019s best properties and create a halo effect across the portfolio \u2022 Focus first on global gateways to lure high-value travelers and create a worldwide network \u2022 Encourage more owners to renovate properties to achieve new Sheraton Grand stature;<\/li>\n<li><strong>Earn Owners\u2019 Confidence in Sheraton<\/strong> \u2022 Laser-focus on revenue and profit-driving initiatives and programs to boost owner value \u2022 Balance building and conversion costs with exceptional guest experience \u2022 Reevaluate brand standards and fee structures to improve owner economics;<\/li>\n<li><strong>Ignite Associates\u2019 Passion for Sheraton<\/strong> \u2022 Enlist Sheraton General Managers as leaders of change on the frontlines \u2022 Connect Sheraton\u2019s people to new brand vision and their role in bringing it to life<\/li>\n<li><strong>Get Service Right at Sheraton. Every Day. Every Time. Everywhere.<\/strong> \u2022 Maniacal \u2013 and consistent \u2013 focus on excellence in service delivery, including cleanliness, condition of rooms and responsiveness to guests \u2022 Inspire and incent our hotels to reach new Guest Experience and Quality Assurance goals \u2022 Tackle lowest-performing hotels, move the middle, and learn from the top;<\/li>\n<li><strong>Reclaim Sheraton\u2019s Status as THE Meetings Brand<\/strong> \u2022 Become go-to brand for top planners and customers \u2013 take back group share \u2022 Kick off global customer blitz; amp up booking rewards and incentives<\/li>\n<li><strong>Innovate the Sheraton Guest Experience. Continuously.<\/strong> \u2022 Offer unique and imaginative premium sleep, entertainment, fitness and bath experiences \u2022 Invigorate Food &amp; Beverage \u2013 more relevant, more profitable \u2022 Unleash the potential of Sheraton Club;<\/li>\n<li><strong>Differentiate Sheraton through Design<\/strong> \u2022 Transform public spaces and guestrooms through smart, intuitive, forward-looking design \u2022 Leverage lobby design to drive revenue;<\/li>\n<li><strong>Strengthen Sheraton by Opening 150+ New Hotels by 2020<\/strong> \u2022 Through conversions, adaptive re-use and new-build projects, develop the right properties in the right markets with favorable returns for owners and their investors \u2022 Create a flexible new-build product that enhances hotel profitability in secondary and tertiary markets.<\/li>\n<\/ol>\n<p>What are your thoughts? Are you interested in checking out a new <strong>Sheraton Grand<\/strong> property?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Today, Starwood Hotels &amp; Resorts Worldwide\u00a0launched its latest top-tier brand &#8211; Sheraton Grand &#8211;\u00a0in hopes that it will further enhance the broader Sheraton brand. Initially,&#8230;<\/p>\n","protected":false},"author":86,"featured_media":38,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_mi_skip_tracking":false},"categories":[9,5,4],"tags":[10,11],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v19.13 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Sheraton Grand - Will it Revive the Brand?<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/first2board.com\/thetaxiway\/2015\/08\/19\/sheraton-grand-will-it-revive-the-brand\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Sheraton Grand - Will it Revive the Brand?\" \/>\n<meta property=\"og:description\" content=\"Today, Starwood Hotels &amp; Resorts Worldwide\u00a0launched its latest top-tier brand &#8211; Sheraton Grand &#8211;\u00a0in hopes that it will further enhance the broader Sheraton brand. Initially,...\" \/>\n<meta property=\"og:url\" content=\"https:\/\/first2board.com\/thetaxiway\/2015\/08\/19\/sheraton-grand-will-it-revive-the-brand\/\" \/>\n<meta property=\"og:site_name\" content=\"The Taxiway\" \/>\n<meta property=\"article:published_time\" content=\"2015-08-19T23:59:18+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2015-08-20T12:02:00+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/first2board.com\/thetaxiway\/wp-content\/uploads\/sites\/71\/\/sites\/71\/2015\/08\/Sheraton-Grand.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"425\" \/>\n\t<meta property=\"og:image:height\" content=\"425\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"The Taxiway\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:title\" content=\"@Sheraton Grand - Will it Revive the Brand? #sheraton #travel\" \/>\n<meta name=\"twitter:creator\" content=\"@thetaxiway\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"The Taxiway\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/first2board.com\/thetaxiway\/2015\/08\/19\/sheraton-grand-will-it-revive-the-brand\/\",\"url\":\"https:\/\/first2board.com\/thetaxiway\/2015\/08\/19\/sheraton-grand-will-it-revive-the-brand\/\",\"name\":\"Sheraton Grand - Will it Revive the Brand?\",\"isPartOf\":{\"@id\":\"https:\/\/first2board.com\/thetaxiway\/#website\"},\"datePublished\":\"2015-08-19T23:59:18+00:00\",\"dateModified\":\"2015-08-20T12:02:00+00:00\",\"author\":{\"@id\":\"https:\/\/first2board.com\/thetaxiway\/#\/schema\/person\/37f4ec6ea02e5abc050c3d85d9c894cd\"},\"breadcrumb\":{\"@id\":\"https:\/\/first2board.com\/thetaxiway\/2015\/08\/19\/sheraton-grand-will-it-revive-the-brand\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/first2board.com\/thetaxiway\/2015\/08\/19\/sheraton-grand-will-it-revive-the-brand\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/first2board.com\/thetaxiway\/2015\/08\/19\/sheraton-grand-will-it-revive-the-brand\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/first2board.com\/thetaxiway\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Sheraton Grand &#8211; Will it Revive the Brand?\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/first2board.com\/thetaxiway\/#website\",\"url\":\"https:\/\/first2board.com\/thetaxiway\/\",\"name\":\"The Taxiway\",\"description\":\"A First2Board Travel Blog\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/first2board.com\/thetaxiway\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/first2board.com\/thetaxiway\/#\/schema\/person\/37f4ec6ea02e5abc050c3d85d9c894cd\",\"name\":\"The Taxiway\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/first2board.com\/thetaxiway\/#\/schema\/person\/image\/\",\"url\":\"http:\/\/0.gravatar.com\/avatar\/91714561590884a834a413c3dd98b996?s=96&r=g\",\"contentUrl\":\"http:\/\/0.gravatar.com\/avatar\/91714561590884a834a413c3dd98b996?s=96&r=g\",\"caption\":\"The Taxiway\"},\"sameAs\":[\"https:\/\/twitter.com\/thetaxiway\"],\"url\":\"http:\/\/first2board.com\/thetaxiway\/author\/thetaxiway\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Sheraton Grand - Will it Revive the Brand?","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/first2board.com\/thetaxiway\/2015\/08\/19\/sheraton-grand-will-it-revive-the-brand\/","og_locale":"en_US","og_type":"article","og_title":"Sheraton Grand - Will it Revive the Brand?","og_description":"Today, Starwood Hotels &amp; Resorts Worldwide\u00a0launched its latest top-tier brand &#8211; Sheraton Grand &#8211;\u00a0in hopes that it will further enhance the broader Sheraton brand. Initially,...","og_url":"https:\/\/first2board.com\/thetaxiway\/2015\/08\/19\/sheraton-grand-will-it-revive-the-brand\/","og_site_name":"The Taxiway","article_published_time":"2015-08-19T23:59:18+00:00","article_modified_time":"2015-08-20T12:02:00+00:00","og_image":[{"width":425,"height":425,"url":"https:\/\/first2board.com\/thetaxiway\/wp-content\/uploads\/sites\/71\/\/sites\/71\/2015\/08\/Sheraton-Grand.jpg","type":"image\/jpeg"}],"author":"The Taxiway","twitter_card":"summary_large_image","twitter_title":"@Sheraton Grand - Will it Revive the Brand? #sheraton #travel","twitter_creator":"@thetaxiway","twitter_misc":{"Written by":"The Taxiway","Est. reading time":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/first2board.com\/thetaxiway\/2015\/08\/19\/sheraton-grand-will-it-revive-the-brand\/","url":"https:\/\/first2board.com\/thetaxiway\/2015\/08\/19\/sheraton-grand-will-it-revive-the-brand\/","name":"Sheraton Grand - Will it Revive the Brand?","isPartOf":{"@id":"https:\/\/first2board.com\/thetaxiway\/#website"},"datePublished":"2015-08-19T23:59:18+00:00","dateModified":"2015-08-20T12:02:00+00:00","author":{"@id":"https:\/\/first2board.com\/thetaxiway\/#\/schema\/person\/37f4ec6ea02e5abc050c3d85d9c894cd"},"breadcrumb":{"@id":"https:\/\/first2board.com\/thetaxiway\/2015\/08\/19\/sheraton-grand-will-it-revive-the-brand\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/first2board.com\/thetaxiway\/2015\/08\/19\/sheraton-grand-will-it-revive-the-brand\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/first2board.com\/thetaxiway\/2015\/08\/19\/sheraton-grand-will-it-revive-the-brand\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/first2board.com\/thetaxiway\/"},{"@type":"ListItem","position":2,"name":"Sheraton Grand &#8211; Will it Revive the Brand?"}]},{"@type":"WebSite","@id":"https:\/\/first2board.com\/thetaxiway\/#website","url":"https:\/\/first2board.com\/thetaxiway\/","name":"The Taxiway","description":"A First2Board Travel Blog","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/first2board.com\/thetaxiway\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/first2board.com\/thetaxiway\/#\/schema\/person\/37f4ec6ea02e5abc050c3d85d9c894cd","name":"The Taxiway","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/first2board.com\/thetaxiway\/#\/schema\/person\/image\/","url":"http:\/\/0.gravatar.com\/avatar\/91714561590884a834a413c3dd98b996?s=96&r=g","contentUrl":"http:\/\/0.gravatar.com\/avatar\/91714561590884a834a413c3dd98b996?s=96&r=g","caption":"The Taxiway"},"sameAs":["https:\/\/twitter.com\/thetaxiway"],"url":"http:\/\/first2board.com\/thetaxiway\/author\/thetaxiway\/"}]}},"jetpack_featured_media_url":"http:\/\/first2board.com\/thetaxiway\/wp-content\/uploads\/sites\/71\/\/sites\/71\/2015\/08\/Sheraton-Grand.jpg","amp_enabled":true,"_links":{"self":[{"href":"http:\/\/first2board.com\/thetaxiway\/wp-json\/wp\/v2\/posts\/35"}],"collection":[{"href":"http:\/\/first2board.com\/thetaxiway\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/first2board.com\/thetaxiway\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/first2board.com\/thetaxiway\/wp-json\/wp\/v2\/users\/86"}],"replies":[{"embeddable":true,"href":"http:\/\/first2board.com\/thetaxiway\/wp-json\/wp\/v2\/comments?post=35"}],"version-history":[{"count":0,"href":"http:\/\/first2board.com\/thetaxiway\/wp-json\/wp\/v2\/posts\/35\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/first2board.com\/thetaxiway\/wp-json\/wp\/v2\/media\/38"}],"wp:attachment":[{"href":"http:\/\/first2board.com\/thetaxiway\/wp-json\/wp\/v2\/media?parent=35"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/first2board.com\/thetaxiway\/wp-json\/wp\/v2\/categories?post=35"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/first2board.com\/thetaxiway\/wp-json\/wp\/v2\/tags?post=35"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}