Promoting the full rollout of the “Sheraton 2020” initiative
SPG
The "Sheraton 2020" initiative aims to revitalize Starwood's largest brand
Stamford, Connecticut, U.S.A., July 10, 2015 /PRNewswire/ -- Starting today, SPG®Club members will enjoy the most extensive brand promotion in SPG Club history -- the "Sheraton®Free Weekend." This offer allows members to earn stays at any of Sheraton’s global hotels and resorts and redeem them for free weekend reward nights. This new promotion, along withnumerous other initiatives under the2020"Sheraton" program, is designed to rejuvenate Starwood’s largest and most global brand, solidifying Sheraton’s position as the go-to choice for travelers worldwide.
The Most in SPG Club History
The "Sheraton Free Weekend" promotion enables members of SPG Club, Starwood Hotels & Resorts Worldwide’s award-winning loyalty program, to earn one free weekend night after staying five nights at Sheraton-brand hotels. There are no restrictions based on hotel category, and members can redeem their free weekend nights at any Sheraton hotel or resort around the world.
Sheraton Hotels & Resorts and Tribute Portfolio Global Brand Leader Dave Marr said, "The Sheraton Free Weekend is a groundbreaking initiative aimed at engaging our most loyal guests, driving business to Sheraton hotels globally, and encouraging members to explore new destinations through our vast network of hotels and resorts." Starwood Interim CEO Adam Aron added, "A key mission of our 'Sheraton 2020' plan is to attract more guests. In addition to this promotion, we will introduce many new programs and initiatives for Sheraton to reignite momentum for this iconic brand."
As the most comprehensive SPG Club brand promotion in Starwood’s history, the "Sheraton Free Weekend" offers guests an exceptional Sheraton experience in a simple and fast way:
- Before September 15, 2015, both new and existing SPG Club members can visit the official promotion page at spg.com/sheratonfreeweekends and register to earn stays at Sheraton hotels from July 9, 2015, to September 30, 2015, regardless of booking date.
- Members can earn and redeem "Sheraton Free Weekend" rewards at over 435 Sheraton hotels and resorts worldwide (redemption deadline is December 13, 2015), with no blackout weekends during the valid period. Choose from destinations such as New York, Milan, Maui, Los Cabos, Bali, London, and more. The nights earned do not need to be consecutive, but the reward nights redeemed can be.
- Encouraging guests to enjoy longer weekends, members can earn up to three free weekend nights through this promotion.
- Weekends are defined as Friday, Saturday, and Sunday, except in the Middle East, Algeria, Israel, and Malaysia’s Langkawi Island, where weekends are Thursday, Friday, and Saturday.
Where can you enjoy a Sheraton Free Weekend?
With nearly 80 years of brand heritage, Sheraton operates over 435 hotels across 75 countries, offering a wealth of vacation options in many captivating destinations, including flagship properties in prime locations of major international cities. Globally, Sheraton has over 145 resort properties, making its network unmatched in reach. Guests can ski in Switzerland, tee off at world-class golf courses in Arizona, USA, try their luck at Macau’s glamorous casinos, or dive in the Great Barrier Reef, a UNESCO World Heritage Site in Australia.
Senior Vice President of Digital, Loyalty & Partner Marketing for Starwood Hotels & Resorts Worldwide Chris Holdren said, "SPG Club members are a vital part of our efforts to revitalize the Sheraton brand. We deeply value their loyalty and are excited to launch this powerful promotion as a token of our appreciation. The Sheraton Free Weekend allows members to easily earn and redeem free stays through Sheraton’s extensive hotel network, giving SPG Club members more opportunities to explore the world."
Attracting Guests and Driving Business
The "Sheraton Free Weekend" is part of the "Sheraton 2020" comprehensive 10-point brand action plan. Unveiled in June 2015 with a five-year outlook, the plan aims to restore Sheraton’s prominence. It includes investing $100 million in a Sheraton-focused marketing campaign, launching the new premium sub-brand Sheraton Grand, continuing innovation in the Sheraton guest experience, maintaining high service standards, implementing revenue and profit-enhancing measures to benefit owners and developers, and targeting the opening of 150 new Sheraton hotels globally by 2020.
For more information about the "Sheraton Free Weekend" promotion, visit www.spg.com/sheratonfreeweekends. For details on the "Sheraton 2020" plan, visit www.sheraton.com/transformation.