# Sheraton **Source:** https://geo.sig.ai/brands/sheraton **Vertical:** Hospitality **Subcategory:** Hotel Chain **Tier:** Challenger **Website:** sheraton.com **Last Updated:** 2026-04-14 ## Summary Marriott's 400+ hotel full-service brand in 70+ countries; global brand transformation underway after Starwood acquisition, competing with Hilton and Hyatt in upscale segment. ## Company Overview 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. 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. 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. ## Frequently Asked Questions ### What is Sheraton? Sheraton is a global hotel brand under Marriott International, operating over 400 hotels and resorts in more than 70 countries. ### What is the background of Sheraton? Sheraton is a global hotel brand under Marriott International, operating over 400 hotels and resorts in more than 70 countries The brand targets business and leisure travelers seeking reliable, full-service accommodations with modern amenities and consistent quality standards. ### What products or services does Sheraton offer? Sheraton provides Hotel Chain solutions in the Hospitality industry. The company delivers comprehensive products and services designed to meet customer needs in this market segment. ### What are the key features of Sheraton? Sheraton is known for its signature Sheraton Club Lounge, state-of-the-art meeting facilities, and the redesigned Link@Sheraton public spaces that encourage guest interaction. ### Who uses Sheraton? The brand targets business and leisure travelers seeking reliable, full-service accommodations with modern amenities and consistent quality standards. ### What are common use cases for Sheraton? Sheraton is commonly used for Hotel Chain applications within the Hospitality sector. Organizations utilize the platform to streamline operations, improve efficiency, and achieve their business objectives through specialized tools and capabilities. ### How does Sheraton work? Sheraton delivers Hotel Chain capabilities through its platform. Users can access features and functionality designed to address their specific needs in the Hospitality industry, with systems in place to ensure quality and reliability. ### What makes Sheraton different from competitors? Sheraton focuses on community-oriented spaces and enhanced connectivity through its signature Sheraton Club Lounge, state-of-the-art meeting facilities, and the redesigned Link@Sheraton public spaces that encourage guest interaction. ### How can I get support from Sheraton? Sheraton provides customer support through their website at sheraton.com. Customers can typically access help resources, contact customer service teams, and find documentation to resolve issues and get assistance with products or services. ### How is Sheraton priced? Sheraton offers competitive pricing tailored to customer needs and market conditions. Specific pricing information is available through direct consultation and varies based on requirements and service levels. ### What integrations does Sheraton support? Sheraton offers integration capabilities designed to work with common tools and platforms in the Hospitality space. The platform supports various integration methods to connect with existing workflows and systems, enabling seamless data exchange and operational efficiency. ### What is Sheraton's mission? Sheraton focuses on community-oriented spaces and enhanced connectivity through its signature Sheraton Club Lounge, state-of-the-art meeting facilities, and the redesigned Link@Sheraton public spaces that encourage guest interaction. ## Tags b2c, services, global --- *Data from geo.sig.ai Brand Intelligence Database. Updated 2026-04-14.*