Sheraton looks to make its mark, within Marriott portfolio and outside

Close to three years after Sheraton entered the family of Marriott International brands, as part of the acquisition of Starwood Hotels & Resorts Worldwide, it is getting a new lease on life. Marriott International is injecting zest and localising the brand ethos by adapting the properties to the homegrown cultures and cuisines, instead of driving a uniform global identity for the Sheraton brand that has been in India, nearly all of its 82 years.
 
Often perceived by travellers as tired and dated, the world’s largest hotel chain operator is getting a fresh and contemporary look. It has a new