Sheraton promotion advances new brand strategy

As part of the broad Sheraton 2020 brand overhaul, Sheraton Hotels & Resorts has launched what it calls “the richest branded Starwood Preferred Guest promotion ever, Sheraton Free Weekends. The offer provides an all-access pass to earn and redeem free weekend nights at any participating Sheraton hotel or resort globally.

Available through September 30, Sheraton Free Weekends allows members of Starwood’s loyalty program, SPG, to earn one free weekend night at any Sheraton hotel or resort for every five eligible nights with the brand. The promotion eliminates restrictions on hotel category, allowing members to redeem their free weekend nights at any participating Sheraton property in the world.

“One of the key missions with our new Sheraton 2020 plan is to turn heads and captivate guests,” said interim Starwood CEO Adam Aron. “This is the first of many new initiatives and programs for Sheraton that will signal a new momentum within this storied brand.”