BRUSSELS - May 15, 2013 - (BUSINESS WIRE) - From Asia to Europe to the Americas, Sheraton Hotels & Resorts is raising a glass and betting big on its premium wine programme, Sheraton Social Hour. Sheraton Hotels today announces the global roll-out of its signature wine programme to 430 hotels around the world. In celebration of the programme’s success, Sheraton is hosting a 24-hour “Toast Around the World” at Sheraton hotels and resorts across the globe including Edinburgh, Munich, Mexico City, Bali, Bangalore and New York.
The festivities kick off in Asia with celebrations at the Sheraton Hong Kong and Sheraton Shanghai Pudong, followed by Sheraton Social Hour events at Sheraton Munich Arabellapark Hotel and Sheraton Grand Hotel & Spa in Edinburgh, from where the celebratory toast will be passed virtually around the world until it reaches The Sheraton New York Times Square and The Sheraton Waikiki for the conclusion of the day-long global celebration. Hotel guests and brand followers will be invited to join in on the virtual celebration with the brand’s new dedicated Social Hour mobile platform, Sheraton.com/socialhour, where they can browse through hundreds of toasts shared around the world for the special occasion or create their own using #SheratonToast. Consumers and guests are invited to join the conversation on social media platforms like Twitter and Instagram using #SheratonToast.
The programme, developed by today’s premier wine experts and the brand’s global food and beverage team, offers guests a specially curated menu of premium wines that are available as a permanent lobby bar offering. Designed to create and foster social interaction among guests, Sheraton hotels around the world also host evening Social Hour tasting events three to four times a week featuring a selection of specially curated wines.
In North America, the programme features Sheraton Selects, an upgraded premium wine menu comprised of a rotation of eight or more wines by the glass, all rated by Wine Spectator. All Sheraton Selects wines are rated above 85 and at least four offerings will be rated 90+. In most Sheraton hotels across Europe, Africa and the Middle East, hotel guests and local visitors can explore award-winning wines as well as premium locally-relevant beverages from the finest winemakers, breweries and distilleries around the globe, including alcoholic beverages such as local beers or non-alcoholic options which were designed to respect local traditions in certain countries.
“We worked with some of the most renowned names in the wine industry so that our guests can easily savour some of the most highly rated wines in the world during their stay,” said Hoyt Harper, Global Brand Leader for Sheraton Hotels & Resorts. “The success of Social Hour has exceeded our expectations. Guests love the programme and hotels are seeing a dramatic increase in food and beverage revenue as a direct result.”
Internal research conducted by the Sheraton brand during the programme pilot period found that 66% of guests would be more inclined to purchase wine while travelling if there was a premium wine programme offered. After experiencing a Sheraton Social Hour pilot programme, 95% of guests said they are “very likely” or “likely” to return to another Social Hour and would recommend the programme to others.
Now, nearly one year following the award-winning programme’s limited debut, hotels that participated in Sheraton Social Hour have higher bar RevPOR (revenue per occupied room) than non-participating hotels, have better year-over-year performance in bar and food and beverage RevPOR and saw an average 20% increase in YOY beverage revenue at the lobby bar.
For more information including please visit www.Sheraton.com/SocialHour, and for more information on Sheraton Hotels & Resorts, please visit www.sheraton.com or Facebook. Follow Sheraton on Twitter.
Sheraton helps guests make connections at more than 400 hotels in nearly 70 countries around the world and recently completed a $6 billion global revitalization and is now in the midst of a $8 billion global expansion over the next three years. Sheraton is owned by and is the largest and most global brand of Starwood Hotels & Resorts Worldwide, Inc., one of the leading hotel and leisure companies in the world with 1,146 properties in nearly 100 countries and 171,000 employees at its owned and managed properties. Starwood is a fully integrated owner, operator and franchisor of hotels, resorts and residences with the following internationally renowned brands: St. Regis®, The Luxury Collection®, W®, Westin®, Le Méridien®, Sheraton®, Four Points® by Sheraton, Aloft®, and ElementSM. The Company boasts one of the industry’s leading loyalty programs, Starwood Preferred Guest (SPG), allowing members to earn and redeem points for room stays, room upgrades and flights, with no blackout dates. Starwood also owns Starwood Vacation Ownership, Inc., a premier provider of world-class vacation experiences through villa-style resorts and privileged access to Starwood brands. For more information, please visit www.starwoodhotels.com.
Tel: +32 2 204 5494
Director Public Relations
Starwood Hotels and Resorts, Europe, Africa & Middle-East