Starwood's Simon Turner

By James Wilkinson in New York

Starwood’s President of Global Development, Simon Turner, says the introduction of the Sheraton Grand brand will boost the company’s largest brand because owners will now aspire to create “spectacular hotels”.

Speaking exclusively to HM on camera at the 37th Annual NYU International Hospitality Industry Investment Conference (NYU) in New York this week (June 1), Turner said around 10% of the portfolio would become Grand hotels and at the same time it would drive other owners to lift their product and attract owners of luxury hotels to brand with Sheraton.

Starwood's Simon Turner EDITED

“When you have close to 450 hotels, you have to keep looking at it and you have to keep saying ‘how can we make this better for guests and how can we make this better for owners,’” he told HM.

“We are launching Sheraton Grand because amongst that portfolio of 450 hotels, there are some truly exceptional owners, some exceptional hotels and applying that Grand designation gives it a little bit more cache and gives it a little bit of recognition that owner has gone the extra mile to create a truly spectacular Sheraton hotel.”

To view the exclusive HMTV interview, click on the YouTube image at the top of the page.


HM flew to New York with United Airlines, which flies three times daily from Australia (Melbourne and Sydney) to Los Angeles and onwards to New York City. HM recommends flying in BusinessFirst (Business Class), which features flatbed seats, inflight WiFi, premium Australian and American wines, hundreds of hours of entertainment on demand and excellent service. Visit

James Wilkinson

Editor-In-Chief, Hotel Management