Three years ago Starwood announced a $100 million effort to revitalize the Sheraton brand. This was mostly about marketing investment, but they made some tweaks using the Sheraton ‘Grand’ moniker and a carrot and stick approach with fees and incentives, to try to get hotel owners to invest in their properties.
They promised to improve the offerings in club lounges, improve hotel design, and bring on new properties. This was back when the chain was still trying to grow on its own even though the board had largely decided to sell.