Sheraton unveils its new vision in Canada
Sheraton Hotels & Resorts is rolling out a new, modern look for its Canadian properties, starting with its flagships in Toronto and Montreal.
As part of the company’s global strategy that will transform nearly 50 hotels around the world by year’s end, Sheraton Gateway Hotel in Toronto International Airport, Sheraton Centre Toronto Hotel, and Le Centre Sheraton Montreal Hotel have all unveiled massive, multi-million-dollar makeovers that focus on seamless technology integration, elevated food and beverage, and a modern feel that aims to put guests at ease, whether working, meeting or relaxing.
In total, Sheraton has nearly 20 hotels in Canada, with six slated to complete transformations by end of 2023.
Amanda Nichols, Global Brand Leader, Sheraton Hotels & Resorts, says that the hotel transformations were a necessity, and come at the right time for the brand.
“When we look at the Sheraton brand, we felt it wasn’t living up to its potential, simply because it needed to have that new energy around it. We needed to be clearer about what this brand stood for, and we needed to be more decisive in our design strategy and renovations moving forward,” she says.
Noting how the past 24 months have been “very challenging,” Nichols adds that when coupled with Canada’s newly eased travel restrictions, the refreshed hotels will hopefully result in increased bookings.
“We do hope to drive more business to our hotels and to bring the brand back to a place where people know and recognize,” says Nichols. “Sheraton is among the top three hotel brands that people recognize. This is part of our ability to create this consistent narrative that guests can come to expect from a brand like Sheraton. So yes, we do hope that it drives business and I know it will.”
Though Nichols is quick to note that the hotels’ previous look was still lovely, with dark wood and brass accents and oversized furniture, the new vision for Canada required a “very big shift” to a more streamlined, modern look that encourages interaction and functionality.
“Everything from the furniture selection, materiality, the colour, lighting and music work together and create this new energy that you want to be part of,” she says. “What we set out to do is create a ‘world’s gathering place.’ That’s what we’re striving for and design plays a big part in that.”
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