Starwood’s Largest and Most Global Brand, Sheraton’s Website Features Elevated Design, Engaging Content and Enhanced Functionality
Sheraton Hotels & Resorts, part of Starwood Hotels & Resorts Worldwide, has revealed a first look at the brand’s all new visual identity with the re-launch of Sheraton.com. The first phase of a larger brand repositioning, the revamped website features an enhanced user journey, high-end design, artful photography, and a modern colour palette. The redesign is the latest of the initiatives underway for Sheraton 2020, a 10-point plan to position Sheraton as the premier global hotel brand of choice.
“More than ever, a compelling and enriched digital presence is necessary to win the hearts and minds of consumers around the world,” said Adam Aron, Starwood CEO on an interim basis. “With millions of visitors annually, we naturally turned to Sheraton.com to first showcase the new visual identity for Sheraton as we continue to put the spotlight back on Starwood’s largest and most global brand.”
Leading several design updates set to roll out, the website features a refined brand logo, as well as crisp fonts and bold backgrounds with a rich colour palette that underscore the luxury and heritage of Sheraton. Throughout the site, vivid hotel and destination imagery depict aspirational trips for both business and leisure. These rich still-life shots evoke a sense of place and bring to life the types of experiences Sheraton guests can expect when visiting the brand’s best-in-class properties worldwide.
“Sheraton offers guests a high-end, contemporary experience at our hotels around the world, and it is important that our brand aesthetic have the same modern, sophisticated look and feel,” said Dave Marr, Sheraton’s Global Brand Leader. “As we begin to roll out the new identity for Sheraton, we have first launched a redesigned website that features fresh, editorial-inspired content, more intuitive booking and search methods, and enhanced back-end technology to better engage consumers and drive revenue to our hotels globally.”
The brand has also made the booking process easier with an improved “Find Reservation” technology and accessible search menus. Dynamic images and content is used to increase conversation and engage visitors as they search or book. The site also has user-friendly updated maps with location feature that offers property details while exploring the map.
“Our goal for the new Sheraton visual identity was to reinforce the brand’s position as a leader and trusted voice in global travel,” said Mike Tiedy, SVP, Global Brand Design and Innovation at Starwood. “The new aesthetic for Sheraton is more modern, approachable and engaging, designed to appeal to savvy guests and consumers around the world.”
The new website launch is part of Sheraton 2020, a comprehensive 10-point plan revealed in June 2015 designed to put the Sheraton brand firmly back into the global spotlight. A nod to the plan’s clear five year vision, Sheraton 2020 also includes a new $100 million Sheraton-focused marketing campaign; the launch of the new premier tier, Sheraton Grand; continuous innovation of the Sheraton guest experience; an unwavering commitment to service excellence; the implementation of revenue and profit-driving initiatives to benefit owners and developers; and a goal of opening more than 150 new Sheraton hotels worldwide by 2020.
