As part of the latest phase in Sheraton's ongoing rebranding, Marriott International has unveiled details surrounding the development of the newly enhanced Sheraton Club concept.
While the Club Lounge has long been an integral part of the Sheraton flag, the brand is hoping that a revamp of the premium-access concept will bolster its appeal among business travelers in particular.
Access to updated Sheraton Club Lounges will most likely be reserved for club-level guests, guests with paid lounge access, hotel VIPs and Marriott Bonvoy loyalty program members at the Platinum Elite, Titanium Elite and Ambassador Elite tiers.
The initial plans for the updated Sheraton Club spaces include a focus on lobby-level placement and an "open and purposefully designed" space where guests can "work, meet, gather and relax in an elevated environment."
Indy Adenaw, vice president of brand management for Sheraton Hotels, said, "I think there was always this traditional idea that a club was premium if it was on a high floor. But from a customer perspective, they're often going to a club before they go out to a meeting or on their way back in, and it actually becomes a richer, more convenient experience on the ground floor. And from an owner perspective, it's much more cost-efficient if you have it more centrally located with your kitchen, with the rest of your operational components."
Proximity to the kitchen will also enable more variety and higher quality in food and beverage programming, Adenaw said. Additional food and beverage features that could be showcased as part of the new club experience include self-serve wine stations, in-lounge bartenders, grab-and-go food items, an enhanced breakfast buffet and evening hors d'oeuvres.
The first Sheraton Club Lounge to incorporate all the new design and programming facets in North America will debut at the 1,000-room Sheraton Phoenix Downtown, which is expected to open early next year.
Meanwhile, the upgraded club concept is one of several new and improved features that Marriott said it believes will help breathe life into the 82-year-old Sheraton brand. Since announcing the overhaul in June 2018, Sheraton has received a modernized logo and has launched a renovated guestroom design, among other elements.
According to Adenaw, some 30% of Sheraton's global portfolio is preparing to begin or already has started renovations, with that number closer to around 40% of properties in North America.
"The challenge we've had from the beginning of this project is that the landscape has changed," Adenaw said. "There are so many brands. The top four or five providers have gone from 50 brands to 130. You've had this explosion in brands everywhere, some that are newer, sexier, very indulgent, very into [niches] like wellness. And at the same time, customer behavior has changed rapidly. But I think part of our approach has [been centered on] the idea that Sheraton has always been a brand that is warm and comforting. For the average person traveling, they want something comforting when they're away from home. We're trying to reclaim our ground with that idea."