Founded in 1937, Sheraton Hotels & Resorts helped define the modern hotel chain. But as the brand expanded across more than 400 properties worldwide, its franchise model created a decentralized reality. And as each property was undergoing modernizations©, the brand needs to communicate change.

Combo strategists conducted a comprehensive audit across properties, channels, and time—mapping how Sheraton showed up across guest touchpoints, from digital platforms to on-property experiences leading to a key insight: Sheraton’s greatest asset wasn’t its footprint—it was its role as a place where people come together.

To bring the strategy to life, Combo designed and produced a comprehensive omnichannel ecosystem. A global brand film articulated the purpose, people, and practices behind the transformation, while a reimagined digital experience unified brand storytelling with property-level content across site and social. On property, the brand was embedded directly into the guest journey through front desk scripts, printed materials, digital screens, key cards, and integrated email and social systems. Together every element worked as a cohesive system, creating a seamless and intentional experience across channels, moments, and locations.