ITT Sheraton has taken its business-class rooms to Europe while planning to expand its European key-account program, Europe Preferred.
Launched six months ago, Europe Preferred grants a negotiated rate at key hotels plus additional discounts at all 71 ITT Sheraton European hotels, said Paul Tribolet, vice president and director of marketing for ITT Sheraton's Europe division. Sheraton plans to expand membership, which currently numbers 600 corporations, to 900 by year-end, Tribolet said.
While most members hail from European-based firms, the program includes U.S.-based clients as well, particularly fashion companies, Tribolet said. Overall, U.S. guests account for 25 percent of Sheraton's European business.
In addition, the new business-class Smart Rooms, launched in 42 European properties (14 of which are Luxury Collection) at a cost of about $5,000 per room, feature a large desk and credenza, ergonomic chair, in-room fax/printer/copier, halogen lamp, desk-level outlets, dual-line speakerphone with modem, oversize easy chair with ottoman, nightstand phone with extra-long cord and office supplies. The hotels also will rent such extras as cell phones, laptops and flip charts.
Currently set up in 5 percent of each property--totaling 1,000 rooms--the rooms could expand to 15 percent by year-end, according to demand, Tribolet said. The Smart Rooms carry premiums of 10 percent over room rate, averaging $20. Overall, business travelers account for 40 percent of the chain's European guests, Tribolet said.
Sheraton's new Fidelio property management system, meanwhile, has rolled out to 47 European properties so far.
In North America, the chain has just imported a European program, launching the Airport Hotels Program in Atlanta, Chicago, Los Angeles, Miami and Toronto. The program, which debuted in six European properties last year, will spread to Asian properties later this year.
The program includes Daybreaks--which allows daytime stopover guests to stay between 8 a.m. and 6 p.m. at 50 percent off rack rate--as well as laundry returned within four hours, Body Clock anti-jet lag cuisine, complimentary transfers between airport and hotel, reconfirmation of flights and transit survival kit--toothbrush, T-shirt, face cream, razor, deodorant, mouthwash, slippers, comb and brush.