Starwood News – New Aloft Properties For Mexico & A New “Sheraton Grand” Is Named

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Starwood may well be a long way down the road to being taken over by Marriott but the hotel company still appears to be forging ahead with existing expansion and renewal plans with new Aloft Hotels being announces and the Sheraton 2020 program still ongoing.

Starwood To Add Two New Aloft Hotels In Mexico

Starwood has announced that it has signed agreements for two new Aloft hotels in Mexico trebling the brand’s presence in the country.

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The Aloft Veracruz is set to open by the end of 2017 and will be situated on Boulevard Adolfo Ruiz Cortines across the street from the Veracruz convention centre.

The property is set to feature 165 rooms with “fast and free Wi-Fi” and, according to Starwood:

Guests will be able to enjoy Aloft’s unique programming, including access to local emerging artists and some of the hottest bands with Live At Aloft Hotels performances, and signature cocktails and light bites at the WXYZ® bar. Dining options will include Re:fuel by Aloft, a café where guests can grab breakfast and lunch while on the go. For fitness and relaxation guests can enjoy Re:chargeSM, the brand’s celebrated fitness center as well as two Splash pools, one indoor and one outdoor.

The Aloft Queretaro is slated to open in 2018 and will be situated in Juriquilla, “an industrial corridor located on the northern end of the city, steps away from the Antea Lifestyle Center, one of the most important shopping and entertainment centers in the region and in the country.

Just like its sister property in Veracruz, this Aloft will offer free Wi-Fi, a Re:fuel by Aloft and, for the fitness enthusiasts, a Re:charge too.

Sheraton Krakow Elevated To Sheraton Grand Status

Over recent years most Sheratons that I’ve visited have been so tired that I’ve struggled to understand how and why Starwood has allowed them to fall into such a state – a lot of them have been embarrassments to the rest of the Starwood portfolio. In fairness these have been Sheratons in the US and not in Asia where, I believe, the brand still carries some kudos.

Still, about a year ago Starwood acknowledged that Sheraton properties and the Sheraton brand needed a serious facelift so they’ve been working on a project they call “Sheraton 2020”.

Sheraton 2020 is a combination of a huge marketing campaign ($100m worth), the addition of a sub-brand “Sheraton Grand” to designate the better properties in the Sheraton portfolio and a goal to open 150 new Sheratons by 2020. You’ll note that there’s no mention of any major customer-related improvements in that list.

This is what Starwood says about Sheraton Grand properties:

Located in the world’s most sought-after destinations, Sheraton Grand hotels are marked by sophisticated design, iconic restaurant concepts, elevated finishes and superior service.

And, on the Sheraton Grand webpage guests are welcomes to “our collection of premier hotels and resorts featuring the highest levels of design and service

I’ll believe it when I see it!

sheraton-grand-krakowSheraton Grand Krakow – Image courtesy of Starwood

Starwood has been elevating a number of Sheraton properties to the new Sheraton Grand level and the latest of these is the property in Krakow (Poland) taking the number of Sheraton Grands to 25.

Per Starwood:

Boasting spectacular views over the Vistula River and Wawel Castle, Sheraton Grand Krakow offers 232 rooms and suites fully renovated. All premium rooms have been beautifully restored featuring residential design flexible for work and play. London based designer Alex Kravetz, has created elegant spaces with the use of high quality materials and custom designed furniture. Various textures and furnishings were composed to create a sophisticated layered detailing in all elements of the design. The sense of heritage is expressed through patterns and uniquely commissioned art pieces by a local artist. Lighting was also key to the design creating several atmosphere setting possibilities including making the room brighter or moodier depending on the time of day. The Sheraton Grand Krakow also features refreshed meeting facilities ideal for social gatherings and galas and offers four restaurants and bars including the famous Roof Top Terrace Bar & Lounge.

Two things to note:

  1. That actually sounds very nice
  2. It sounds as if the property has been completely remodelled

On top of that it looks like the property gets pretty good TripAdvisor reviews too:

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Perhaps there is more to the Sheraton 2020 plan than just advertising after all.