Starwood launches premier tier hotel brand

Starwood Hotels has introduced Sheraton Grand, a new premier tier that recognises exceptional Sheraton hotels and resorts for their enticing destinations, distinguished designs, and excellence in service and guest experiences.

Starwood has revealed the first ten Sheraton Grand properties across the globe including Sheraton Grand Edinburgh Hotel. The Scottish hotel (pictured) has dramatic views of Edinburgh castle, and is home to an award-winning spa with a lavish infinity pool, as well as a vibrant restaurant serving an inventive menu of British dishes and drinks, including more than 60 premium varieties of gin.

By year end, Starwood expects to have 50 newly-designated Sheraton Grand hotels around the world with plans for 100 by early 2017.

Adam Aron, Starwood CEO on an interim basis, said, “Sheraton Grand celebrates our standout hotels and helps us further reinforce Sheraton as a trusted voice in global travel.”

The Sheraton Grand designation signifies an exemplary hotel offering for both guests and local communities, with hallmarks including:

• Resorts, convention properties, and urban hotels that offer unrivaled standards of service and outperform guest satisfaction benchmarks
• Dynamic guestrooms and public spaces exhibiting sophisticated design and elevated finishes
• Desirable and sought-after locations ranging from primary city settings to spectacular beachfronts
• Impressive hotel amenities, including top-rated restaurant concepts and renowned chefs, superior gyms, unique Sheraton Club lounges, and an array of idyllic spa options
• Inspiring and state-of-the-art function space for events, meetings, and conferences

Dave Marr, Global Brand Leader, Sheraton Hotels & Resorts, said, “We expect many of our Sheraton hotels to achieve the Sheraton Grand designation, and we will work with our owners to open new Sheraton Grand hotels or renovate existing properties to ensure a consistent and exceptional experience in our new premier tier.

“The worldwide network of Sheraton Grand will promote growth and lure more high-end travelers for the Sheraton brand globally, and we look forward to welcoming 100 Sheraton Grand hotels by early 2017.”

As Sheraton Grand formally launches worldwide, the tier will also encompass a number of existing properties that historically list Grand or Grande in their title and also demonstrate the best of the brand.