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Sheraton's Makeover Is Well Underway

Starwood Hotels hopes to complete the renovation of 86 of it Sheraton hotels -- out of 204 in North America -- in 2009. The $1.7 billion project is aimed at reinvigorating the brand with fresher decor, brighter colors and lobbies that beckon guests with new restaurants and cafes.

Starwood is betting that an enhanced reputation will result in more dollars. Sheraton generates about $100 in per-room revenue, compared with about $120 for Marriott, according to the company.

The new rooms feature more primary and less masculine colors; furniture is smaller and more modern in style. New lobby features include more plants, game tables, alcoves for working and small group meetings, a new cafe called Link and individual computer stations. A majority of the renovated Sheratons features a casual dining restaurant called Relish. Other improvements include flat-panel TVs, increased ventilation and new equipment in the fitness center, in-room Starbucks coffee, and a new lounge with snacks.



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