The US$108 million worth upgrades have been implemented at the Starwood brand’s most high-profile properties such as Sheraton Waikiki, Sheraton Denver, Sheraton Centre Toronto, Sheraton Buenos Aires, Sheraton Edinburgh and Sheraton on the Park. The enhancements to Sheraton Club Lounges are a key component of the brand’s recent US$6 billion
revitalization effort.
Starwood has shared that Sheraton Club Lounges are rated as one of the top two benefits of staying at a Sheraton by Starwood Preferred Guest members, who account for half of all Sheraton hotel bookings. In addition, 50% of Sheraton loyalists like the option of purchasing an upgrade to the Sheraton Club experience, which is available for an average of
US$75 extra per night. Sheraton reportedly has a greater percentage of hotels with Club Lounges than its rival brands.
“At a time when our competitors have scaled back their offerings, Sheraton has done the opposite. We decided to invest even further in our global portfolio with significant enhancements to our Club Lounges in order to deliver a higher level of productivity and luxury to our guests,” said Hoyt Harper, global brand leader, Sheraton Hotels & Resorts Worldwide. “And our timing couldn’t be better. Travel has returned to pre-crisis levels and travelers are once again focused on upgraded amenities and services as key elements of the guest experience.”
