Brand Intelligence Graphcompany
Company Overview
About Sheraton
Sheraton Hotels & Resorts is one of the world's most recognized full-service hotel brands, operating over 400 hotels globally under Marriott International's portfolio after Marriott acquired Starwood Hotels & Resorts (Sheraton's parent) in 2016 for approximately $13.6 billion. Founded in 1937 in Springfield, Massachusetts by Ernest Henderson and Robert Moore, Sheraton became the first US hotel chain to go public (1947) and pioneered hotel reservation systems. Today Sheraton operates across 70+ countries with properties positioned in major business and leisure travel destinations.
Business Model & Competitive Advantage
Sheraton's positioning is "designed for connection" — brand attributes centered on welcoming common spaces, local community connection, and the hotel as a gathering place for business and leisure travelers. The brand is targeting the full-service upscale segment, sitting between Marriott's Courtyard (select service) and the Westin (which Starwood also brought to Marriott). Sheraton properties typically feature food and beverage outlets, meeting space, fitness centers, and full concierge services.
Competitive Landscape 2025–2026
In 2025, Sheraton is executing a global brand transformation under Marriott's ownership — refreshing hotel design standards, updating the Sheraton Club lounge concept, and improving food and beverage quality to restore the brand's competitive position. Approximately half of Sheraton's global portfolio has been renovated under these updated standards. Sheraton benefits from Marriott Bonvoy loyalty program integration, giving it access to Marriott's massive 200+ million member loyalty base for reservation driving. The brand competes with Hilton, Hyatt, and IHG's InterContinental for the global full-service upscale traveler. Marriott's 2025 strategy for Sheraton focuses on completing the brand transformation and growing the Asia-Pacific portfolio where travel demand is strongest.
Recent Activity
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Strong Challenger
Sheraton is an established challenger with significant market presence and competitive offerings in Hospitality.
Frequently Asked Questions
Estimated Visibility Trend (Beta)
Simulated 8-week rolling score
Based on estimated brand signals. Historical tracking coming soon.
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