In the latest phase of Sheraton's rebranding, Marriott
International has unveiled details about its new Sheraton Club Lounge concept.
The revamped Sheraton Club Lounge will be an "open and
purposefully designed" space at the lobby level where guests can "work, meet, gather and
relax in an elevated environment."
Sheraton vice president of brand management Indy Adenaw 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 allow for more variety and
quality in food and beverages, Adenaw added. Sheraton Clubs may have self-serve
wine stations, in-lounge bartenders, grab-and-go food items, a breakfast buffet
and evening hors d'oeuvres.
While the club lounge has long been an integral part of the
Sheraton brand, Adenaw said a revamp of the premium-access concept will bolster
its appeal among business travelers in particular. Access to the updated
Sheraton Club Lounge will most likely be reserved for club level guests and
guests with paid lounge access, hotel VIPs and Marriott Bonvoy loyalty program
members at the Platinum Elite, Titanium Elite and Ambassador Elite tiers.
The first Sheraton Club Lounge in North America to
incorporate all the new design and programming facets will be the 1,000-room
Sheraton Phoenix Downtown, which is expected to open early next year.