Starwood announces Sheraton brand upgrade to "Sheraton Grand Hotels"

▲ Exterior view of Sheraton Grande Taipei (Photo provided by Sheraton Grande Taipei)

Travel Center / Comprehensive Report

Starwood Hotels & Resorts Worldwide recently announced an upgrade to its global Sheraton Hotels brand, introducing the new"Sheraton Grand"designation.

Out of its more than 435 Sheraton Hotels & Resorts worldwide, Starwood has segmented the brand and, based on ten key factors such as hotel design, service, and guest experience, has announced the first 10 Sheraton properties to be upgraded to the Sheraton Grand level. This list includes the Sheraton Grande Taipei, which was upgraded to Grande status in 2013. The company plans to elevate 50 Sheraton properties globally to the new Sheraton Grand level by the end of 2015, and 100 by 2017.

Adam Aron, CEO of Starwood, said:"Sheraton is Starwood’s largest and most global brand.We recognize that Sheraton needs to better meet guest expectations around the world and continue to capture the spotlight. The Sheraton Grand sub-brand is a recognition of outstanding Sheraton properties and will help us further strengthen Sheraton’s trusted brand image in the global travel industry."

Chen Longqing, General Manager of Sheraton Taipei, said: "We are honored to be among the first group of Sheraton Grand properties. Moving forward, we will fully support and implement the new 'Sheraton 2020' brand positioning and related promotional activities introduced by Starwood Group, meeting the expectations of every guest and ensuring each stay is filled with wonderful and unforgettable memories.

Facing the current vigorous development of the tourism industry and the entry of international hotel chains, Sheraton Taipei maintains a positive and optimistic attitude, hoping that through mutual exchange, learning, and healthy competition, we can enhance the overall business opportunities for tourism in Taiwan."