by Matt Alderton | June 01, 2015
Starwood Hotels & Resorts Worldwide has unveiled a five-year, 10-point plan that it says will put its Sheraton Hotels and Resorts brand "firmly back into the global spotlight," it announced today.

Called Sheraton 2020, the plan includes: a new visual identity incorporating the iconic Sheraton logo; a $100 million marketing campaign; the launch of a new premier tier, called "Sheraton Grand," showcasing the brand's best properties; continuous innovation of the Sheraton guest experience; a renewed commitment to service excellence; increased incentives and rewards for meeting planners; implementation of revenue and profit-driving initiatives to benefit owners and developers; and a goal of opening more than 150 new Sheraton hotels worldwide by 2020.

"Sheraton is Starwood's largest, and most global brand, with a nearly 80-year history as a pioneer and true beacon of hospitality around the world," Adam Aron, Starwood's interim CEO, said in a statement. "With Sheraton 2020, we are marshaling the formidable might, muscle, and creativity of our organization, which has famously distinguished itself as the industry's premier brand builder and innovator. This is a top priority, and we will act boldly to put Sheraton back on its rightful pedestal as a global hotel brand of choice, everywhere."

According to Dave Marr, global brand leader for Sheraton, work already is underway on Sheraton 2020, with initiatives scheduled to roll out as soon as this month and a new brand positioning and global advertising campaign launching in September. "Our teams around the world are already hard at work to swiftly and consistently execute against this action plan," he said.