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喜来登在中国是怎么没落的?
虎嗅APP·2025-08-18 13:39

Core Viewpoint - The article discusses the decline of the Sheraton brand in China, highlighting its struggle to maintain its premium status amidst increasing competition from mid-range hotel brands and changing consumer preferences [10][11][22]. Group 1: Current Market Situation - Sheraton hotels in China are now priced similarly to mid-range brands like Atour and Qianxi, indicating a significant shift in market positioning [8][12]. - The financial struggles of Sheraton's properties are evident, with the Wenzhou Sheraton's owner reporting a net asset deficit of 150 million yuan and a loss of 24.73 million yuan on a revenue of 60.68 million yuan in 2024 [12]. - The disappearance of Sheraton hotels from development plans, such as the one in Yichang, reflects a broader trend of "de-Sheratonization" in various cities [14][15]. Group 2: Historical Context and Brand Evolution - Sheraton entered China in 1985 and became a symbol of high-end hospitality during the real estate boom from 1990 to 2010 [25][26]. - The brand's decline is attributed to changing market dynamics, where developers are less willing to invest in foreign brands and prefer local alternatives [30][32]. - The acquisition of Starwood by Marriott in 2016 raised concerns about Sheraton's brand positioning within a larger portfolio, leading to questions about its future relevance [33][34]. Group 3: Consumer Perception and Experience - Consumer reviews indicate a decline in the quality of Sheraton hotels, with guests noting poor maintenance and service, leading to a perception of the brand as outdated [18][21]. - The article emphasizes that while Sheraton hotels abroad may still attract guests due to location, in China, the brand is increasingly viewed as a budget option rather than a luxury experience [43][46]. - The lack of a clear brand narrative and failure to upgrade facilities contribute to Sheraton's diminishing appeal in the competitive hotel market [35][44].