Sheraton Hotel
Sheraton[1] is a brand of the Fortune 500 Starwood Hotels and Resorts Management Group. Now (March 2006), Starwood Group is looking for acquisition or joint opportunities with Asian hotel brands. After the successful acquisition of Le Méridien on August 25, 2005, Starwood Hotels and Resorts Group is looking for Asian brand hotels to acquire. Plan to acquire or combine with a high-end Asian hotel brand with outstanding performance in the Chinese or Indian markets. Starwood Group's acquisition of Le Méridien lasted four years.
On March 7, 1887, Ernest Henderson, the founder of Sheraton, was born in Sushu Hill, a town not far from Boston, USA. Mr. Henderson began to enter the hotel industry in 1933. Sheraton was one of the first two hotels of the Sheraton Hotel Company. In 1937, he established the Sheraton Hotel Company. The hotel company began to use the unified name of Sheraton in 1939 until 1957. , that is, the Sheraton Company actually built its first hotel 20 years after its establishment.
Sheraton has operated more than 700 hotels in more than 80 countries around the world since 1963. Sheraton is relatively strict in site selection, mainly choosing attractive metropolises and resorts. In the hotel and casino industry, Starwood Group has strong brand awareness in major markets around the world and is a leader in pricing. Starwood hotels have good locations, mainly in big cities and resort areas. The criteria for site selection of the group's hotels are: The development history of the area shows that there is a large and growing demand for full-service luxury upscale hotels in the area, and the space available for building stores is limited, so it is expensive to develop such space. For expensive. As the largest hotel group in the luxury upscale segment of the hotel industry, Starwood Hotels' scale supports its core marketing and reservations systems. While Starwood Hotels focuses on the luxury upscale market segment, its various brands focus on different secondary markets in this market. Starwood Hotels also occupies an important position in the casino industry, which it operates mainly through the Caesars brand. The Sheraton Hotel provides home-away-from-home services for leisure travelers.
Starwood Hotels & Resorts Worldwide was formerly known as Starwood Lodging Trust/Starwood Loding Corp. Before the name change, in 1996, it had 100 hotels with 26,483 rooms and annual revenue of $385.3 million. In 1998, Starwood completed three major events: changing its name and acquiring ITT Group and Westin Hotels, which had a considerable impact on its development. Starwood is famous for the high-end luxury of its hotels. The group's brands include St. Regis, The Luxury Collection, Westin, Sheraton, Four Points and W Hotels. Franchise 41.8%, entrusted management 28.5%, capital management and others 29.7%. In July 2005, the American "HOTELS" magazine announced statistics for 2004. Starwood (US) (New York Stock Exchange code: HOT) had 733 hotels and 230,667 rooms, ranking 8th; in 2003, it ranked 8th with 738 hotels. There are 229,247 seats and rooms. Entering the Chinese market in 1983, it has 19 hotels in China and 17 more under construction. Hotels in China are under entrusted management, franchise operation and selective capital management. The hotels in operation in China are distributed in metropolitan and famous tourist cities, including two in Beijing and the others in Tianjin, Guilin, Xi'an, Wuxi and Nanjing. , Suzhou, Sanya and other places.
On December 7, 2003, Sheraton Management Company signed a contract with Yunda International Plaza to open a store in Changsha. The five-star Yunda Sheraton International Hotel is scheduled to be completed in 2006.
On March 21, 2004, Sheraton Hotel Group formally signed a contract with Greater China International (Shenzhen) Co., Ltd., and the hotel part of the Greater China International Exchange Plaza was handed over to Sheraton Hotel Group for unified management, thus making the country's largest hotel The single building - the Greater China International Exchange Plaza with a construction area of ??more than 300,000 square meters has entered the substantial start-up stage and will be fully put into use in 2005. The Greater China International Exchange Plaza is world-class in terms of architecture and project hardware, whether it is space, facade design, curtain walls, elevators, air-conditioning equipment, including the first helicopter aerial pad in the central area, and is designed to serve multinationals. Enterprises and Fortune 500 companies enter the market to create a first-class platform.
On July 10, Starwood Group attracted public attention through its on-site recruitment of assistant lobby managers for its Sanya Sheraton Resort Hotel through the "Absolute Challenge" column of CCTV Economic Channel.
On July 13, at the Hainan Province Tourism Hotel Work Symposium held at the Yantai International Hotel, Mr. Nardini, general manager of the Sanya Sheraton Resort Hotel, was welcomed for his speech about "no trace of theory".
At the end of 2004, Sheraton signed a contract to open a Changsha store.
On May 12, 2005, Xinjiang Haotai Industrial Development Co., Ltd. and Sheraton Overseas Management Company signed an agreement for the Sheraton Urumqi Hotel. The hotel will open on May 1, 2006. This project invested and developed by Xinjiang Haotai Industrial includes hotels, shopping malls, office rooms, etc. The total project scale is more than 200,000 square meters, with a total investment of more than 800 million yuan.
On October 1, the Sheraton Hot Spring Resort Hotel opened for trial operation, covering an area of ??more than 70,000 square meters, a construction area of ??more than 50,000 square meters, 347 guest rooms, and an investment of 420 million yuan. Construction begins.
On December 10, the Sheraton Haikou Hot Spring Resort Hotel opened. China Huaneng Group invested 420 million yuan to build it as a five-star resort hotel with 341 rooms.
In March 2006, Sheraton Hotel Shenzhen went into trial operation with an investment of 400 million yuan and a construction area of ??60,000 square meters.
On March 13, Teem Group (formerly Tianmao Group) signed a contract with Starwood Hotels & Resorts International Group for the Guangdong Sheraton Hotel Guangzhou Teem West Tower, which has 450 rooms and is scheduled to open at the end of 2008. This is the first time Sheraton under Starwood has landed in Guangzhou.
Las Vegas Sands will finalize an agreement with Starwood Hotels and Resorts to build a Sheraton Grand Hotel and a St. Regis Hotel in Macau.
In 2007, Sheraton Changshu Fupeng Hotel opened with 340 rooms and was invested by Changshu Yukun Real Estate Investment Company.
In 2008, another Sheraton five-star hotel was opened in Pudong, Shanghai.
In mid-August 2009, the 48th chain hotel operated by Sheraton, Westin and other brands under the Jiadawu International Group was established on the Desheng River in Daliang New Town, Shunde, becoming the first hotel chain to enter the city. Shunde's five-star international first-tier hotel brand.
Henderson passed away on September 6, 1967, but his "Ten Commandments" still remain in the world:
1. Do not abuse your power and ask for special treatment. Not resisting this is indulgence.
2. Don’t accept gifts from those who ask for your help.
3. Everything about decorating the Sheraton Hotel must be listened to by Mary Kennedy. Mary Kennedy was
selected from 8 decorating masters through a decorating competition. Since then, she has been employed by the Sheraton Hotel Company as the chief decorator of hotel rooms, restaurants and lobby decorations.
4. You cannot go back on a confirmed room reservation.
5. Do not issue orders to subordinates without letting them fully understand the exact purpose.
6. The advantages of running a small hotel may be the taboo of managing a large hotel.
7. In order to make a deal, you must not squeeze the "last drop of blood" from the other party.
8. Dishes that have been cooled should not be served.
9. Decision-making depends on facts, calculations and knowledge.
10. Don’t rush to blame your subordinates for their mistakes
In the actual operation of Sheraton Company, Mr. Henderson also has some business methods which are also advisable
of:
1. Emphasis on responsibility and diligence.
2. Emphasis on guest supervision and evaluation of hotel service quality.
3. All services and food in the hotel must be "value for money".
4. Adjust the customer source market with floating prices.
5. Use competition to promote the forward development of enterprises.
6. Emphasize goal management.
In terms of promotion strategies, Sheraton Hotel Company adopts advertising, personal selling, price concessions, setting up international clubs, special events, and uses the cultural, sports and entertainment facilities within the hotel to provide customers with convenient and thoughtful services. Among the Sheraton Hotel Company's many promotional methods, two are pioneering works in the international hotel industry. One is the establishment of the International Club, which aims to attract the high-end market and encourage them to stay in the hotel frequently; the other is the opening of the Sheraton Tower to provide Special services have strengthened Sheraton's high-end and luxurious image in the world's hotel industry.
The five-star Huating Hotel of the Huating Group in Shanghai was once managed by Sheraton. The Sheraton customer source system brought 30% of the consumption of the 20% of guests transported to the Huating Hotel. Due to reasons such as lack of consensus on the second phase of management fees upon expiration of the management period, Huating Hotel began to be managed by the Chinese themselves.
Sheraton has played a pivotal role in Australia's manufacturing history of
Sheraton home textiles
for more than sixty years! In the past sixty years, Sheraton has created fashionable spaces , and won honors from all over the world. Sheraton not only provides the product itself, but also creates a lifestyle of self-expression and individuality. Sheraton's predecessor was Australian Cotton Textile Co., Ltd., which was founded in South Australia in 1942. Its company is the first textile company in Australia to produce bedding products using domestic or imported cotton as raw materials. It uses Australian domestic cotton as raw materials to develop and produce the first series of beautifully packaged pillowcases and bed sheets.
In the late 1960s, Sheraton had gradually become a mature brand of home textiles in Australia. Sheraton was the first brand to introduce replaceable quilt covers into the Australian market. Therefore, quilt covers were much more convenient than bed covers and were favored by the brand. won unanimous praise from the market!
Sheraton’s innovation started in advertising in the 1970s. The elegance and extraordinary taste shown in the advertisements won unanimous praise from customers.
When the first Sheraton was launched in the early 1980s From the moment the products went abroad, Sheraton Australia's global strategy began. Less than nine months after the opening of Sheraton's flagship store on Madison Avenue 57th Street in New York, Sheraton had already become famous.
1995 A towel designed by Sheraton to match the bedding entered the bathroom. In the early 1990s, Sheraton added curtains, lampshades, tablecloths and bedspreads to its original series, making its style more international. When "returning to nature" becomes a fashion theme, people tend to choose pure cotton among the choices of pure natural and chemical fibers. The non-iron treatment of Sheraton's cotton sheets has led many people to replace chemical fiber sheets with cotton sheets. In the mid-1990s, the market for high-end products continued to expand. Although the number of high-end products purchased was small, sales continued to increase. As a result, Sheraton added a series of high-end products. The fabrics of these products are of extremely high quality and are very durable! In May 2000, Sheraton developed a series of products to meet the requirements of a new type of mattress and pillow heightening, which were very popular among consumers, thereby designing new specifications and standards for the bedding industry. At the same time, Sheraton's image is becoming more and more fashionable, and different brands of top series have made great progress. Each brand uses serialized designs and uses different fabrics, including chenille, velvet, jacquard satin cloth, decorative tassels and thick horizontal lines. Ribbed fabric for a soft and luxurious effect. With the launch of the luxury series in 2003, Sheraton Australia continues to maintain its position as a market leader and pioneer.
With the launch of the five-star hotel and S series, the five-star hotel series is a high-end series that borrows the production of five-star hotel supplies into home bedding, with extraordinary quality and Unimaginable feel, using different technologies such as waffle, while the S series integrates simple design and meticulous craftsmanship through the application of special fabrics such as jacquard, velvet fabrics and mercerized cotton, highlighting the elegance and fashion of the urban upstarts style.
Classic series, Sheraton’s traditional series, targets consumers who have high requirements for product sophistication. Such customers love traditional brands with a long history.
White series: Sheraton’s upstart series. The consumers of this series are mostly urban white-collar returnees. They pay attention to the quality of life and never blindly follow the trend. Luxury series: This design represents Sheraton's highest quality products. Consumers in this series advocate environmental protection and a comfortable five-star hotel-like living environment. They are very picky about the fabric technology of the products and are generally unmoved by changes in fashion.
SHE series, this series originated from the Sheraton designers’ admiration for the classical beauty of the 1940s and 1950s. It is like the noble and elegant high-income people of customized evening gowns. It has art, taste, elegance, appreciation of luxury and originality behind it. concept.
Beach series: Sheraton’s most flamboyant and fashionable series. The consumer group of this series is young and cutting-edge fashion pursuers. They are very sensitive to fashion, like changing colors, and often change their lives through freedom and comfort. Change home textile products to decorate different living environments!
Market distribution: Generally found in mid-to-high-end department stores in large and medium-sized cities.