Sheraton’s parent company Starwood Hotels & Resorts Worldwide is working to reposition the nearly 80-year-old brand, which has 450 hotels in more than 70 countries, to appeal to modern business travelers.

Since launching the Sheraton 2020 action plan and a $100 million marketing campaign, the hotel company has said that revenue per available room has increased faster than that of competitors for the past two quarters.

Sheraton has identified its target guests as “modern travelers” in their early 40s, and has shifted focus to creating effortless travel experiences, from easing check-in making meetings simpler, and allowing  guests to leave toiletries and clothing at individual hotels which is pressed by the time they return.

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