Sheraton Rebrand Aims to Bring Hotel Chain 'Up to Date' With a Focus on Communal Spaces

One problem: The brand doesn't seem to have a defined audience in mind

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Once considered a bit of a black sheep in the Marriott portfolio, Sheraton Hotels and Resorts will be getting a new look coming out of the pandemic.

This morning, the brand unveiled a redesign effort Marriott hopes will bring Sheraton “up to date” for “the next generation of travelers,” aiming to transform more than 40 hotels by the end of 2022, with more than six already complete in Denver, Phoenix, Israel and other locations globally.

While it isn’t a great time to be in the hospitality business, the environment might be ideal for a rebrand.

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