By Desiree Flanary and Amanda Repert
Starwood Hotels & Resorts’ investments in their Sheraton and Four Points brands look to stabilize these hotels during the recession and pay dividends once demand rebounds.
Over the last five years, Starwood has worked to convince owners and developers that its largest brand concentrations, Sheraton and Four Points by Sheraton, would benefit from an infusion of modern design attributes, product enhancements, and innovative business practices. These themes are unfolding from property to property across the brands, and the energy behind the movement is still strong even as a recessionary economy continues to take its toll on hotel performance around the nation.
In a previous article, we described the spawning of the element and aloft brands from Starwood’s ‘DNA.’ Here we take a closer look at the philosophy behind the redevelopment of the Sheraton and Four Points by Sheraton hotel brands.