Sheraton accelerates global design overhaul

Imagery courtesy of Marriott International.

Sheraton Hotels & Resorts is building momentum for its brand reinvention across Europe, the Middle East, and Africa.

Five newly reimagined properties are joining the Marriott Bonvoy brand’s design transformation journey, exemplifying the modernized concept.

Massive throughput

The refreshed hotels comprise Sheraton Amsterdam Airport, Netherlands; Sheraton Jeddah, Saudi Arabia; Sheraton Frankfurt Airport, Germany; Sheraton Grand Krakow, Poland; and Sheraton Djibouti, Djibouti. Nearly 50 hotels globally including four other properties in EMEA are expected to be completed by year’s end.

Amanda Nichols, global brand leader, Sheraton Hotels & Resorts, said: “Following the transformation of three marque hotels in Tel Aviv, Dubai, and Istanbul, we’re excited to welcome five additional hotels in EMEA entering a new chapter showcasing the brand’s new vision. As Sheraton continues to inspire new journeys this year, we look forward to welcoming guests to enjoy all the familiar comforts of the brand, but with fresh, contemporary updates.”

The new approach draws on the brand’s roots as a community hub with places to connect and be productive. The design balances timelessness with a fresh and modern feel, creating an environment where guests can feel comfortable and at ease working, meeting or relaxing. Built with its global, productivity-focused guest in mind, Sheraton’s new elevated food and beverage philosophy and seamless technology integration are additional focal points of the brand’s transformation.

Taking off in Amsterdam

Following extensive renovations over the past year, Sheraton Amsterdam Airport Hotel and Conference Center presents an elevated airport hotel experience. With direct access to Schiphol International Airport, the 417-room hotel is an example of the next generation of airport hotels.

Bringing together intuitive design and technology, the renovation draws inspiration from the hotel’s location with sophisticated guestrooms inspired by Dutch flower fields, grasslands, and the architecture surrounding Schiphol Airport. Refreshed guestrooms feature new tools for productivity while still retaining some of the classic Sheraton signature amenities including the renowned Sheraton Sleep Experience bed. Bathrooms were also completely redesigned with new modern walk-in showers and Sheraton bath amenities.

Public spaces and amenities aimed at fostering a sense of community and ignite productivity include the brand’s signature Community Tables, tech-enabled Studios, and purpose-built workspaces, found in the expansive lobby. In line with the brand’s elevated food and beverage philosophy, the all day-dining Commune Restaurant offers a vegetarian-forward menu with locally sourced ingredients, Dutch beers, and gin varieties.

Thriving in Jeddah

Following a year-long renovation, Sheraton Jeddah Hotel offers 172 completely redesigned rooms and suites. From spacious 300 sq ft spaces to an expansive 1,485 sq ft Royal Suite, each guestroom is flooded with natural light featuring soft finishes and light wood tones, tools for productivity and views of the Red Sea.

A focal space of the hotel’s transformation, the elevated and expansive lobby is reimagined as a holistic, open area. Here, the all-day dining venue Thrive Café serves international and local cuisine, and the brand’s Community Tables, tech-enabled Studios, and booths provide communal or private spaces to work and connect.

Additional facilities include three elevated dining venues, an outdoor swimming pool, Sheraton Fitness Center, five meeting rooms, and a ballroom with private access.

America in Germany

Elevating the traditional airport hotel experience at Germany’s busiest airport, Sheraton Frankfurt Airport Hotel & Conference Center has been transformed following a three-year renovation with enhancements to its premium guestrooms and suites, and Sheraton Club.

A new atrium bar, The Eatery, in the heart of the hotel lobby, serves up a taste of a US-inspired menu from morning to evening in a vintage-style, laid-back, and welcoming atmosphere. Additionally, the new public spaces at the hotel feature the brand’s Community Table and Studios, and as one of the main airport hotels in Europe, the 58 meeting rooms can host conferences or events of up to 1,200 people.

As part of the property’s phased transformation, the exclusive Sheraton Club offers a new look, experience, and service style. The nearly 3,000 sq ft of gathering space is welcoming and transitions from morning to evening offering complimentary food and beverages.

Interpreting Krakow

Sheraton Grand Krakow on the banks of the Wisla River saw its 232 residential-style rooms and suites renovated to offer serene, bright spaces with captivating views over the city. The newly transformed lobby is located in a large central atrium, and is a contemporary take on the steel and glass pavilions found around the city. Here, the cityscape and natural world marry to create a modern interpretation of the hotel’s surroundings with a spacious internal garden and multi-function places to work, socialise, or relax.

Stylish, welcoming, and open, the lobby features Sheraton’s Community Tables, Studios and Booths. The hotel’s newest culinary concept, Amina, is a sophisticated place where guests can gather and enjoy Italian dishes and authentic cocktails. Additional facilities include a Sheraton Club lounge, rooftop lounge and bar, indoor pool, 24-hour fitness room, and meeting spaces.

African first

Sheraton Djibouti was the first international hotel to open in the country’s eponymous capital 40 years ago and has now become the first of the brand’s African sites to debut its new vision.

Following a multi-million-dollar investment the 185-room hotel’s lobby features a refreshed and contemporary aesthetic. New signature touches include Community Tables, Studios, and &More by Sheraton, plus a sophisticated Sheraton Club lounge, swimming pool, private beach, 24-hour fitness room, and updated meeting spaces and ballroom. Guestrooms and suites were remodelled in phases.

These five hotels join Sheraton Tel Aviv, Sheraton Grand Dubai, and Sheraton Istanbul Levent as transformed properties in EMEA. Sheraton continues its transformation journey in the region with the brand expecting additional hotels to showcase the new modernized look later this year in France with Sheraton Nice Airport and Sheraton Bordeaux Airport, in Turkey with Sheraton Istanbul Esenyurt Hotel, and in UAE with Sheraton Abu Dhabi Hotel & Resort.

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