Sheraton is redesigning its hotels in the Middle East to cater to a “more sophisticated” and increasingly tech-savvy customer, according to Indy Adenaw, VP and global brand leader at Sheraton Hotels.
In the region, the renovations will begin with significant renovations of Sheraton Hotels in Jeddah in Saudi Arabia and in Kuwait City.
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The changes will include revamps to hotel lobbies, rooms, meeting spaces and F&B outlets.
“We see around the world that the consumer has become much more sophisticated, much more fluid, and much more driven by digital touchpoints,” Adenaw told Arabian Business. “We wanted to take that reality to redesign our hotel lobby.”
Sheraton’s new lobbies, Adenaw added, are inspired by European public squares.
“They feel alive, intermixed and interconnected,” he said. “Rather than separate where you eat, work, gather or meet, we want to concentrate as many of those activities as possible in one hub.”
Additionally, Adenaw said the company is increasingly turning towards digital initiatives to cater to visitors.
“We are working on a digital app to allow people to request help or food through a tablet on a table of through their phone,” he said. “We want to transform the experience.”
When it comes to F&B, Adenaw noted that Sheraton is working to make its options more catered to specific locations, as well as make meals “smaller, more approachable and served in a common space.”
Last week, Marriot International – which owns Sheraton – announced the signing of a new Sheraton Taiba Hotel in the Saudi city of Madinah.
Around the world, Marriot operates almost 450 hotels in 72 countries, including 27 in Saudi Arabia alone.
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