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Posted On: 23 July 2009 09:31 am
Updated On: 12 November 2020 02:09 pm

Sheraton Doha to get new image in brand positioning

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Sheraton Doha will soon get a new face as part of Starwood Hotels and Resorts Worldwide’s brand positioning strategy for all its nine brands worldwide. Claudio Melli, Deputy General Manager of Sheraton Doha said the plan to refresh the image of all nine Starwood brands in various regions around the world was started three years ago with the need to clarify the core values of each brand. Starwood has acquired Sheraton Hotels and Resorts in 1998 and has established a very strong presence in Asia Pacific, North America, South America, Europe and EMEA regions. It has earned the reputation of having the highest guest satisfaction index (GSI). “That’s because we make people feel at home,” said Melli, revealing the reason why Sheraton Doha remains successful since it started some three decades ago. The iconic hotel will be one of the first hotels to be re-launched by the start of next year. Some of the changes would be in the colours and the theme of the hotel, in addition to clarifying its core values. Though he declined to reveal the new theme, Melli hinted it’s more about connectivity and sharing. New ads would also be posted on international websites disseminating the fresh changes. “The palette, the shape of the building should not only show the guests the individuality of the hotel but also bear the uniqueness of the place where it is located,” Melli explained. In connection with the initiative, Sheraton Doha yesterday started a two-day event to introduce to its employees the re-brand, showing them ‘what the hotel is doing and where it is going’. As part of the project, Sheraton’s employees numbering around 850 from 38 nationalities will be training for several months starting September, Melli said. “The hotel’s reputation is not based on the structure but on the employees because they are the heart and soul of the company,” he said, underscoring the significance of the management’s efforts on providing training to its employees.