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. 

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