Two years ago, when there was still a plan on the table for Starwood to be independent even as their board shopped the chain to other companies, they announced a $100 million marketing plan to revive the lagging Sheraton brand.
In fact in Asia Pacific, the Sheraton brand is strong. It signals quality. Sheratons are generally nicer than nearby Westins. The Sheraton Grande Sukhumvit is a true world class hotel, for instance.