It was for a long time the flagship of the StarwoodThe brand is one of the leading brands for business travellers around the world. But Sheratonwhich dates back to 1937, had lost some of its lustre over the years. "She had lost her way a little on the way."says John Licence, European Vice President of Premium and select brands at Marriott International. The American group, which absorbed Starwood at 2016has decided to give it a new lease of life with a new logo, a new concept for the rooms and a new approach to public spaces.
"The lobbies will take up the idea of major squares in European citieswith restaurants and bars, as well as places to work.." The result is a coffee bar serving pastries in the morning and craft beer, cheese platters throughout the day, a table d'hôtes with USB sockets for working, but also for lunch or a drink in the evening, all topped off with a "coffee bar".private soundproofed areas for discreet calls or video conferences. In the bedrooms, the new design features soft colours and walk-in showers, as well as flexible layouts with real work tables. "They will have a more residential atmosphere than the Marriotts."says John Licence. Twenty-five per cent of Sheraton hotels worldwide - including those in Phoenix, Tel Aviv, Krakow and Frankfurt airport - have already undergone or are about to undergo renovation.
