’Tis the Holi-delay Season: Sheraton Hotels and Resorts Alleviates the Wait with Launch of “Delight My Delay”

At Sheraton, “Where Actions Speak Louder,” Starwood’s Most Global
Brand Delights Consumers Burdened by Waits and Delays During Travel’s
Busiest Season

STAMFORD, Conn.–(BUSINESS WIRE)–Just in time for the holiday rush, Sheraton Hotels and Resorts,
part of Starwood Hotels & Resorts (NYSE:HOT), is putting its own spin on
“the waiting game,” giving consumers the chance to turn their
frustrating holi-delays into holi-delights. Continuously seeking to
create effortless travel experiences for its guests, Sheraton is
launching “Delight my Delay,” a campaign that lets consumers
convert their travel delays into opportunities to win prizes, spread
cheer and bring joy to an otherwise dreary delay. Launching today at sheraton.com/delightmydelay,
“Delight my Delay” will also pop up in airports and major travel
destinations around the world to add extra “smileage” to travelers’
faces throughout the months of December and January.

“There’s a reason they say the holidays are the most wonderful time of
year – it’s a time when you can get together with loved ones, celebrate
the year and enjoy some time off. But it’s a season that can also be
filled with stress, whether it’s checking off your gift shopping list or
dealing with delayed flights and missed connections,” said Dave Marr,
Global Brand Leader for Sheraton Hotels and Resorts. “In keeping true
with our mission to provide effortless travel experiences for our
guests, Sheraton is putting its own spin on one of the biggest pain
points of the holidays and giving consumers the opportunity to get a
little extra delight in their day.”

The holidays and their aftermath are some of the busiest travel months
of the year, with consumers looking to celebrate and spend more time
together with their loved ones. They’re also a high time for shopping,
whether it’s taking advantage of the sales or tackling an endless gift
shopping list. With this in mind, Sheraton “Delight my Delay” is
gamifying the delay by allowing consumers to use their delay time as an
entry to win delights – or, rewards and prizes – that will help make
their future travel experiences more effortless. And because Sheraton is
a place “where actions speak louder,” the brand is also enabling
consumers to pay it forward by providing them the ability to share their
gifts with fellow delayed travelers.

Delighting the Delay

Starting today, select consumers who are stuck in the craze of the
holiday frenzy – whether it’s waiting to find a cab, spending extra time
in line at a store or facing delays at the airport – can follow and
tweet at @sheratonhotels
with their travel delay and #delightdelaysweeps
for the chance to receive a direct message featuring a unique code that
unlocks a prize from the Sheraton
“Delight my Delay” site

Sheraton “Delight my Delay” will also come to life in airports and major
travel destinations around the world to help delight as many travelers
as possible.

  • At New York’s John F. Kennedy Airport Terminal 7 from December
    21-24, a Sheraton “Delight my Delay” kiosk will bring the old phrase
    “time is money” to life. Using proprietary technology, the kiosk will
    enable delayed travelers to scan their boarding pass and convert the
    number of minutes they’re waiting or delayed into the number of
    opportunities they have to win a prize – the more delayed, the more
    chances to win. With prizes ranging from Sheraton resort getaways to
    gadgets and travel gear, each winner will receive twice the prize to
    give to a friend, family member or fellow traveler, so they can help
    spread the delight to others who may be delayed alongside them.
  • At Dubai International Airport, the world’s busiest airport
    with 8,000 weekly flights to over 270 destinations, Sheraton will
    delight global travelers throughout January with a vending machine
    that invites consumers in transfer or with long waiting times to use
    their boarding pass as a means to redeem a travel care package.
    Featuring must-have items to make their wait more effortless,
    consumers will not only receive a package for themselves, but another
    to share with a fellow delayed traveler.

Turning Heads and Changing Minds

Sheraton’s “Where Actions Speak Louder” advertising campaign, which
launched earlier this year and is slated to run through 2017, is
designed to boldly communicate ongoing enhancements to the Sheraton
guest experience, including new products and partnerships, a renewed
focus on service, and an elevated look, feel and design for Starwood’s
flagship brand. The campaign is one component of Sheraton
, the brand’s bold 10 point plan to make Sheraton the global
hotel brand of choice, everywhere. Through it, Sheraton has introduced a
new imaginative lobby menu, Paired; announced the richest SPG®
promotion in the history of the brand, along with a promotion for travel
professionals; launched the brand’s new visual identity and re-designed
Sheraton.com web and mobile sites; and introduced Sheraton Grand, a new
premier tier that recognizes exceptional Sheraton hotels and resorts. A
nod to the plan’s clear five year vision, Sheraton 2020 also promises
continuous innovation of the Sheraton guest experience; an unwavering
commitment to service excellence; the implementation of revenue and
profit-driving initiatives to benefit owners and developers; and a goal
of opening more than 150 new Sheraton hotels worldwide by 2020.

For more information, please visit www.sheraton.com/delightmydelay
and follow along @sheratonhotels

About Sheraton Hotels & Resorts

Sheraton Hotels & Resorts, the largest and most global brand of Starwood
Hotels & Resorts Worldwide, Inc., makes it easy for guests to explore,
relax and enjoy the possibilities of travel through smart solutions and
effortless experiences at more than 440 hotels in more than 72 countries
around the world. The brand is currently in the midst of implementing Sheraton
, a 10 point plan designed to make Sheraton the global hotel
brand of choice, everywhere. Sheraton recently launched “Where Actions
Speak Louder,” a multi-channel, multi-million dollar advertising
campaign that highlights the brand’s ongoing enhancements to its guest
experience, including new products and partnerships, and a renewed focus
on service. With work well underway, the brand has already rolled out a
variety of initiatives under Sheraton 2020, including Paired,
a new imaginative lobby bar menu; the richest SPG promotion in the
brand’s history; and Sheraton Grand, a new premier tier that recognizes
exceptional Sheraton hotels and resorts. To learn more, visit www.sheraton.com.
Stay connected to Sheraton: @sheratonhotels on Twitter and Instagram and facebook.com/Sheraton.


Sheraton Global Public Relations
Tanya Elm, 917-202-5309