Sheraton continues global transformation

A room in the newly opened Aloft City Centre Deira

Ownewrs of Sheraton properties in the US have committed an estimated half-a-billion dollars in renovations to meet Marriott International’s new guidelines for Sheraton Hotels and Resorts. Globally, 25 per cent of Sheraton hotels have committed to renovations with some already underway. Sheraton is Marriott International’s third largest brand in its portfolio, and the largest outside of North America in terms of room count.

Sheraton built a 4,200- square-foot vignette showcasing its vision for Sheraton’s public spaces at the NYU International Hospitality Industry Investment Conference in New York. Sheraton amplified its social legacy by leaning into services and design that enable socialisation, productivity and personalisation. Its strategy features collaborative venues, technology enabled designs and a host who helps deliver a unique experience that is exclusive to Sheraton.

“From the moment we closed the Starwood merger in late 2016, the revitalisation of Sheraton has been a top priority for our company,” said Arne Sorenson, president and CEO of Marriott International. “We knew that the way to restore this incredible brand was focus and collaboration with our hotel owners. We wanted to build on Sheraton’s rich legacy of sitting at the heart of communities across the globe, but also to create a differentiated positioning and compelling proposition for our owners. With our Sheraton transformation plan, we’ve put together all of the pieces of the equation to work cooperatively with our owners to set this iconic brand on a new, disciplined and successful path. We are ready, our vision is clear and the energy is robust for Sheraton.”


Delta Hotel by Marriott will make its Middle East debut in Jeddah by 2023


Sheraton’s portfolio currently consists of nearly 450 open hotels with 80 additional projects in the pipeline in 72 countries and territories. By 2020, the brand’s footprint is expected to expand to 90 countries.

A Four Points by Sheraton has been recently signed in Saudi Arabia with the Al Murjan Group, along with two other Marriott brands. The three new Jeddah deals will add over 500 rooms and will feature the Middle East’s first Delta Hotel by Marriott along with Jeddah’s first Marriott Executive Apartments and Four Points by Sheraton. 

The Four Points by Sheraton Jeddah, Corniche Obhur will be located on the South Obhur Corniche and will include 306 rooms – 196 studio rooms and 110 one-bedroom suites, two F&B outlets, a fitness centre with an indoor and outdoor swimming pool, in addition to a boardroom for meeting space.  The hotel is scheduled to open in 2019.

The Delta Hotel by Marriott Jeddah Al Salam and Marriott Executive Apartments Jeddah, Al Salam will be part of the Al Salam project, located on King Abdulaziz Road and Al Salam Road at the Globe Roundabout, in Jeddah. Developed by the Al Murjan Group, the mixed-use project will include commercial and retail space along with the two hotels. The hotels are scheduled to open by 2023.

Delta Hotels by Marriott Jeddah Al Salam will feature 175 rooms – including 25 suites, two dining outlets, recreational facilities and a 3,000 sqm grand ballroom with pre-function space including four meeting rooms. Marriott Executive Apartments Jeddah, Al Salam will operate 100 stylish apartments (one, two and three bedrooms) with fully equipped kitchens along with a dining outlet, a fitness centre and swimming pool. 

Saudi Arabia is Marriott International’s second largest market in the Middle East with 23 operating hotels and more than 6,700 rooms across nine cities. This rapid expansion is in support of growing the tourism sector as outlined in the Saudi Vision 2030.  



Region’s first cinema suites unveiled

MAJID AL FUTTAIM has announced the opening of Aloft City Centre Deira in Dubai in collaboration with Marriott International. The property is the first hotel in the region to offer movie-themed suites, alongside a Vox Cinemas' outdoor screen and the Aloft brand’s signature programming.

Directly connected to City Centre Deira, Aloft features 304 loft-inspired rooms and suites – including four cinema-themed suites where movie lovers will be instantly transported to the magical world of films. Suite themes include Bollywood, Hollywood, Agent House and a specially created Dubai superhero suite, which is bound to excite all ages.

Aloft City Centre Deira brings six innovative and fresh dining concepts as well as social spaces to the neighbourhood. Aloft City Centre Deira delivers a fresh approach from the traditional hotel landscape with its emphasis on a lively, in-hotel social scene, modern design, innovative music programming, and thoughtful technology incorporated to enhance guest experience.