Expansions & Renovations

Sheraton Los Angeles Downtown Hotel Becomes "Grand" Following $75 million Renovation

STAMFORD, CT. April 28, 2016 - Sheraton Hotels & Resorts today announced the designation of Sheraton Los Angeles Hotel as a Sheraton Grand, welcoming it to the brand’s new premier tier of hotels recognized for their enticing destinations, distinguished designs, and excellence in service and guest experiences. Joining 23 other Sheraton Grand properties around the globe, Sheraton Grand Los Angeles recently completed an all-encompassing $75 million renovation, featuring a full refurbishment of all 496 guest rooms and suites, a complete refresh of the lobby and meeting spaces, and introduction of new dining experiences. 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.

“Sheraton Grand Los Angeles has become a shining star and wonderful representation of not only the Sheraton Grand tier, but of the brand itself,” said Dave Marr, Global Brand Leader, Sheraton Hotels & Resorts. “It’s exciting to see how this hotel has completely transformed, representing the Sheraton brand’s new elevated and customized approach to design, as well as its Sheraton 2020 efforts.”

As part of the revitalization at The Bloc, a landmark mixed-use property in downtown, the Sheraton Grand Los Angeles has completed a $75M redesign, led by internationally renowned interior and product designer Colum McCartan of McCartan. With a top to bottom revitalization now complete, guests can enjoy completely updated guest rooms, featuring all of the Sheraton brand’s signature amenities and services, including a premium sleep experience. Glittering in golden hues with a 21st century interpretation of the local area’s art deco heritage, the lobby features a coffee shop by day where guests can relax and work, turned into a lobby bar by night that offers signature cocktails and the Sheraton brand’s new lobby bar menu, Paired. Guests can take in the sights of LA and enjoy the year-round warm weather on the rooftop deck, as well as dine at the hotel’s new restaurant District on the Bloc, featuring a menu inspired by the extraordinary sustainably-grown ingredients purveyed by local farmers. Sheraton Grand Los Angeles also offers Sheraton Club, the brand’s private club lounge that features exclusive amenities and personalized service.

“It goes without saying that the hotel team and management put a lot of time and passion into elevating Sheraton Grand Los Angeles to become a true flagship property for the brand,” said Jonathan Litvack, General Manager of Sheraton Grand Los Angeles. “Downtown Los Angeles is going through a full resurgence with businesses flocking to the neighborhood, which is buzzing with new restaurants and retailers every day. It is important more than ever for our hotel to exceed guest expectations from both a design and service culture perspective.”

Sheraton Grand Los Angeles offers a total of 30,000 square feet of meeting space, equipped with the latest technology and tools to ensure an ideal gathering, whether for business or leisure. The hotel boasts 26,000 square feet of newly renovated flexible indoor event space, including the 10,000 square feet California Ballroom, accommodating up to 900 guests. The hotel also features glamorous outdoor spaces with sweeping city views, unique fire features and cabanas, accommodating up to 200 guests.

A Clear Vision

Sheraton Grand is just one of many initiatives currently underway for Sheraton 2020, a comprehensive 10-point plan revealed in June 2015 designed to put Sheraton Hotels and Resorts firmly back into the global spotlight. A nod to the plan’s clear five year vision, Sheraton 2020 also includes a new multi-million Sheraton-focused marketing campaign; the launch of a new elevated food and beverage lobby program, Paired; 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 adding more than 150 new Sheraton hotels worldwide by 2020.

For more information on Sheraton Grand Los Angeles, please visit www.sheratonlosangelesdowntown.com/.

About Sheraton Hotels & Resorts

Sheraton Hotels & Resorts, the largest and most global brand of Starwood Hotels & Resorts Worldwide, Inc. , makes it easy for guests to explore, relax and enjoy the possibilities of travel through smart solutions and effortless experiences at more than 440 hotels in more than 72 countries around the world. The brand is currently in the midst of implementing Sheraton 2020, a 10 point plan designed to make Sheraton the global hotel brand of choice, everywhere. Sheraton recently launched “Where Actions Speak Louder,” a multi-channel, multi-million dollar advertising campaign that highlights the brand’s ongoing enhancements to its guest experience, including new products and partnerships, and a renewed focus on service. With work well underway, the brand has already rolled out a variety of initiatives under Sheraton 2020, including Paired, a new imaginative lobby bar menu; the richest SPG promotion in the brand’s history; and Sheraton Grand, a new premier tier that recognizes exceptional Sheraton hotels and resorts. To learn more, visit www.sheraton.com.

Contact:
Tanya Elm
Tanya.Elm@starwoodhotels.com
917-202-5309

Coming Up In The June Online Hotel Business Review




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Feature Focus
Sales & Marketing: Who Owns the Guest?
Hotels and OTAs are, by necessity, joined at the hip and locked in a symbiotic relationship that is uneasy at best. Hotels require the marketing presence that OTAs offer and of course, OTAs guest’s email when it sends guest information to a hotel, effectively allowing OTAs to maintain “ownership” of the guest. Without ready access to guest need hotel product to offer their online customers. But recently, several OTAs have decided to no longer share a data, hotels are severely constrained from marketing directly to a guest which allows them to capture repeat business – the lowest cost and highest value travelers. Hotels also require this data to effectively market to previous guests, so ownership of this data will be a significant factor as hotels and OTAs move forward. Another issue is the increasing shift to mobile travel bookings. Mobile will account for more than half of all online travel bookings next year, and 78.6% of them will use their smartphone to make those reservations. As a result, hotels must have a robust mobile marketing plan in place, which means responsive design, one-click booking, and location technology. Another important mobile marketing element is a “Click-to-Call” feature. According to a recent Google survey, 68% of hotel guests report that it is extremely/very important to be able to call a hotel during the purchase phase, and 58% are very likely to call a hotel if the capability is available in a smartphone search. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.