CHINA | Sheraton Hotels has introduced its 'Gatherings by Sheraton' programme, set to expand to over 100 properties throughout China.
Sheraton Hotels and Resorts has recently launched the ‘Gatherings by Sheraton’ brand program in Greater China. The Gatherings by Sheraton program launch in Greater China kicks off with a captivating collaboration with The ‘Genius Mom’, a public welfare project by the China Women’s Development Foundation.
Under the theme of ‘Celebrate Life’s Moments at Sheraton’, nearly 400 pieces of intangible cultural heritage-inspired crafts will be displayed in nearly 100 Sheraton hotel lobbies across the country, inviting guests and visitors to gather the curated and stunning displays of Chinese culture.
In 2023, Sheraton Hotels’ debuted its Gatherings by Sheraton program in the United States with the goal of helping guests and locals feel inspired by the stories and cultures of communities around the world, and ultimately getting more out of their travels. Since then, Sheraton hotels around the world have hosted a variety of weekly experiences that provide moments of enrichment, renewal and local stories. Now, with the launch of ‘Celebrate Life’s Moments’ in Greater China, Sheraton Hotels continues to strengthen its narrative of becoming ‘The World’s Gathering Place.’
“As the most global brand within Marriott Bonvoy’s portfolio, Sheraton Hotels has set out to become ‘The World’s Gathering Place,’ a vision that inspires each property to create unparalleled spaces where guests from all corners of the globe can converge and forge meaningful connections,” said Betty Tian, Vice President, Marketing, Communications, Premium & Select Brands, Greater China.
“We are delighted to collaborate with The ‘Genius Mom’ project to transform the lobbies of Sheraton hotels across Greater China to showcase Chinese culture, connect guests through craftsmanship and forge deeper connections with each destination.”
Under the theme of ‘Celebrate Life’s Moments at Sheraton’, the collaboration with The ‘Genius Mom’ project brings together cultural artworks from four major regions across China, all inspired by a common element of traditional symbols of blessings.
"We are very happy to collaborate with Sheraton Hotels for The 'Genius Mom’ project, which supports local craftswomen in showcasing a priceless cultural heritage through their skills and wisdom,” said Nan Jing, Assistant Secretary-General, China Women's Development Foundation.
“This partnership, which reflects Sheraton’s brand positioning of being deeply connected with local communities, will not only provide us with a platform to showcase the beauty of Chinese heritage handicrafts, but will also enrich travellers’ journeys while empowering and promoting the creativity and potential of local craftswomen.”
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