Sheraton Toronto a possible Grand hotel

Toronto's Sheraton Centre and other Canadian hotels are possible candidates for Starwood’s new Sheraton Grand premier tier announced last month.

Dave Marr

Dave Marr

STAMFORD, Conn. — The Sheraton Centre in downtown Toronto currently undergoing a $110 million renovation is one possible candidate for Starwood’s new Sheraton Grand premier tier announced last month, and other Canadian hotels could be candidates to become Sheraton Grands as well.

When asked it there are any Sheratons in Canada that could become Sheraton Grands, Dave Marr, global brand leader for Sheraton Hotels & Resorts and Tribute Portfolio, said, “Absolutely. The Sheraton Grand tier is about recognizing our premier properties all around the world, and elevating them to better match guests’ expectations.  We are currently in conversation with owners who have raised the bar within our Sheraton portfolio, and would love nothing more than to add Canadian properties to the Sheraton Grand tier.”

As to when the first Canadian Sheraton Grand might be announced, Marr said. “We need to have discussions with the owners of potential Sheraton Grand hotels before we can announce anything formal.  We are looking to have 100 Sheraton Grand properties by early 2017, and hope to have some hotels in Canada as part of that.”

The new premier tier recognizes exceptional Sheraton hotels and resorts for their enticing destinations, distinguished designs and excellence in service and guest experiences. Starwood has revealed the first 10 Sheraton Grand properties, which span from Bangalore to Beijing, Dubai to Edinburgh, Miyazaki to Seoul, Taipei to Bangkok, and Tokyo to Rio de Janeiro.

100 Sheraton Grands by 2017

By year end, Starwood expects to have 50 newly-designated Sheraton Grand hotels around the world with plans for 100 by early 2017. 

Sheraton Grand is one of many initiatives currently underway for Sheraton 2020, a comprehensive plan designed to solidify Sheraton as a leading global hotel brand of choice, everywhere, the brand said in a news release.

“Sheraton is Starwood’s largest and most global brand, and as we continue our work to firmly keep Sheraton in the spotlight, we recognize the need to better match guest expectations for the brand around the world,” said Adam Aron, Starwood CEO on an interim basis. “Sheraton Grand celebrates our standout hotels and helps us further reinforce Sheraton as a trusted voice in global travel.”

Criteria for becoming a Grand hotel include the following:

o    Resorts, convention properties, and urban hotels that offer unrivalled standards of service and outperform guest satisfaction benchmarks

o    Dynamic guestrooms and public spaces exhibiting sophisticated design and elevated finishes

o    Desirable and sought-after locations ranging from primary city settings to spectacular beachfronts

o    Impressive hotel amenities, including top-rated restaurant concepts and renowned chefs, superior gyms, unique Sheraton Club lounges, and an array of idyllic spa options

o    Inspiring and state-of-the-art function space for events, meetings, and conferences 

“We expect many of our Sheraton hotels to achieve the Sheraton Grand designation, and we will work with our owners to open new Sheraton Grand hotels or renovate existing properties to ensure a consistent and exceptional experience in our new premier tier,” said  Marr. 

“The worldwide network of Sheraton Grand will promote growth and lure more high-end travellers for the Sheraton brand globally, and we look forward to welcoming 100 Sheraton Grand hotels by early 2017.”

As Sheraton Grand formally launches worldwide, the tier will also encompass a number of existing properties that historically list Grand or Grande in their title and also demonstrate the best of the brand.

Sheraton Grand follows several other recent announcements under the Sheraton 2020 plan, including the introduction of the new imaginative Paired lobby menu, a rich SPG promotion, and the launch of the brand’s new visual identity and re-designed website, Sheraton.com. A nod to the plan’s clear five year vision, Sheraton 2020 also includes a new $100 million Sheraton-focused marketing campaign; continuous innovation of the Sheraton guest experience; an unwavering commitment to service excellence; the 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.