Marriott International has announced its transformation vision for Sheraton Hotels and Resorts in Europe from the International Hotel Investment Forum (IHIF) in Berlin.
A further 12 Sheraton Hotels across the Europe continent have committed to renovations in order to bring the new brand experience to life. Furthermore, Sheraton anticipates opening ten new hotels in Europe over the next five years, that would bring the brand’s portfolio in Europe to over 70 hotels.
Reverting to its roots as a place where locals and guests gather, the new Sheraton experience amplifies that legacy by leaning into services and design that enable socialisation, productivity, and personalisation. Inspiration for the repositioning came from modern day town squares in Europe such as the Piazza del Campo in Siena, Trafalgar Square in London, and Plaza Mayor in Madrid, which function as places at the heart of the community where people gather and the city comes to life.
Public spaces are critical to the design strategy for Sheraton’s new lobby. Featuring collaborative venues, technology-enabled designs, and a host who helps deliver a unique experience that is exclusive to Sheraton, the new lobby concept is designed to be a place at the heart of the community where people can meet up, work or relax.
Key aspects of the new public space design include:
- Community Table: A communal table that allows guests to work, eat, drink and linger together or alone. With thoughtful, built-in functionality (such as plugs, charging stations), it also allows personalisation through individually-controlled lighting and lockable drawers.
- Booths: Private, sound-proof booths installed in lobbies designed for a video call, or just a call, to stay connected with family, friends, or co-workers away from the hustle and bustle of the public space.
- Community Manager: A principal pillar of the new public space, the Community Manager will foster a sense of community for the guests and locals and will be equipped to help with everything from travel to tech and local tips. They are teamed with a custom, digital platform that allows guests to have service and information provided to them at their fingertips.
- Coffee Bar Bar: A reimagined hotel café experience serving coffee and pastries in the morning, craft beer and cheese plates in the afternoon – all accessible via bar stool service, a grab and go counter or table service.
Sheraton guestrooms are also being transformed with a new room design featuring a muted colour palette, walk-in showers and flexible layout that can be adapted for work or rest. A welcoming and sophisticated space for the modern business traveller, the natural tones and combination of hard and soft materials provide a comfortable and residential feel while an infusion of local art provides a clear sense of place.
