Sheraton Hotels & Resorts plans $4 billion in developments

Sheraton Hotels & Resorts is adding 50 new hotels and more than 20,000 rooms in the next three years, in a $4 billion expansion plan that spans four continents and 15 countries. Sheraton currently has more than 400 hotels in 70 countries.

“Over the past three years, Sheraton has successfully revitalized one of the hotel industry’s most iconic brands and now we’re sustaining the momentum with an ambitious worldwide expansion,” says Hoyt H. Harper II, senior vice president for Sheraton Hotels and Resorts. “Sheraton has historically been one of the first Western hotels to enter developing markets and when travelers from China and other emerging markets increase their travel internationally, they will stay with hotel brands they know from home.”

Sheraton Hotels & Resorts launched a $20 million, multi-media marketing campaign Rediscover Sheraton to highlight the brand’s revitalization efforts Feb. 4, 2010. The campaign encourages travelers to take a look at Sheraton’s 300 new lobbies, 70,000 new guest rooms and 100,000 new beds. Rediscover Sheraton will launch across a multimedia platform that will focus a significant portion on non-traditional media. The campaign will run on key Web sites and print ads will run in USA Today and other business and travel titles.