Sheraton has designs on fresh look

0 Comments | USA TODAY, August, 2008 | by Roger Yu

Sheraton, one of the largest hotel chains with more than 400 properties worldwide, is getting an extensive makeover after years of losing customers to competitors.

The $1.7 billion project is aimed at renovating nearly half the hotels in North America by next year with fresher decor, brighter colors and lobbies that beckon guests with new restaurants and cafes.

Starwood Hotels, which owns the Sheraton brand, began the project in early 2007 and hopes to complete renovating 86 hotels — out of 204 in North America — in 2009. It's also removing 38 underperforming properties from the chain.

The project is about "halfway done," says Hoyt Harper II, a Starwood executive in charge of the brand-reinvigoration project.

"In North America, we lacked...