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‘Celebrate the Community’: Sheraton brings people together again with new brand campaign

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Sheraton Hotels & Resorts, part of Marriott Bonvoy’s portfolio of 30 extraordinary hotel brands, today unveils its new brand campaign, “Celebrate the Community”. Sitting at the heart of communities for over 80 years, Sheraton continues to bring people together in destinations around the world. The campaign celebrates the communal spirit and invites guests to reconnect and share experiences, reinforcing the brand’s commitment to be “Where the World Comes Together”.

In the past 18 months, the pandemic has created the need for social distancing and people are disconnected more than ever. To lift the community spirit, Sheraton invites travelers and locals alike to celebrate the return of human interactions and create meaningful connections. To mark the launch of the campaign, Sheraton created a captivating video starring popular Chinese actress and singer Myolie Wu. Filmed at the newly opened Sheraton Mianyang in China, the video captures the moments of connection and shared experiences with like-minded travelers and guests.

“As the most global brand within the Marriott Bonvoy portfolio, Sheraton has always stood for community, and played a special role in serving and connecting people around the world,” said Jennie Toh, Vice President, Brand Marketing and Brand Management, Asia Pacific, Marriott International. “The pandemic lockdowns have created an increased awareness and appreciation of the importance of social interactions in people’s lives. With the ‘Celebrate the Community’ campaign, we hope to remind people of the power of collective and that we are better together.”

With 139 hotels and resorts in Asia Pacific, Sheraton invites guests to reconnect with their community or explore new ones in local destinations through a collection of meaningful experiences at participating Sheraton hotels across the region.

Connecting Community with new, transformed experiences

Sheraton recently unveiled its new global brand vision at the newly opened Sheraton Mianyang. The new design and brand programs are inspired to foster community. The hotel’s new elevated food & beverage offering creates a focal point in the lobby experience. Part bar, part coffee bar, part market, &More by Sheraton is a central pillar of the brand’s new vision, transitioning guests seamlessly from day to night with food & beverage options that are locally sourced, easy to consume while working, and customisable to accommodate all tastes and schedules.

In partnership with local artisan coffee roaster “Qian Xun”, the property brings the coffee-roasting experience to &More by Sheraton. Guests can create their own personal blends, while enjoying signature coffees such as Affogato and Espresso Martini.

Connecting to destination with local sustainable experiences

Sheraton has always stood for community and the brand has played a special role in beginning, integrating, serving and building communities around the world. Properties around the world offer programs that enable guests to forge connections with local communities for meaningful travel.

Sheraton Maldives Full Moon Resort & Spa invites guests to participate in the coral fragment-planting activity in an effort to promote reef habitats and generate new coral. The resort has teamed up with Reefscapers, a coral propagation organisation appointed by the Maldivian Government as custodians of the coral colonies in the Gulhi Falhu lagoon, which was slated to be destroyed as part of a reclamation project. The activity is led by experts and offers a hands-on experience to participants while also providing an alternative business to the 250 inhabitants whose sole previous source of income was fishing.

At Sheraton Hong Kong Tung Chung, the “Family Farmcation” package offers guests a unique opportunity to build connections with the local farming community. Guests can enjoy a hands-on experience in organic farming activities and interacting with local farmers to learn more about sustainable practices. The package includes a set dinner at YUE, the hotel’s signature Chinese restaurant, featuring the finest farm-to-table ingredients.

Celebrating local culture, experiences

Sheraton encourages travelers to see the world through the lens of community. Whether it is sharing a meal with the locals or getting up close to the natural habitat, guests have the opportunities to build deeper connections in the destinations.

Sheraton Grand Mirage Resort, Port Douglas offers one-of-a kind local explorations for guests to grab a map, a delicious refreshment, and gather as a family to discover the vibrant Port Douglas community. Port Douglas features pristine beaches for travelers and locals to swim and build sandcastles.The Main Street and Macrossan Street are the perfect spots for travellers to shop and dine local. The sunset view in the famous Rex Smeal Park is also a not-to-miss when visting Port Douglas.  

Guests staying at Sheraton Grand Mirage Resort, Gold Coast can experience exclusive behind the scenes access to Currumbin Wildlife Sanctuary. The wildlife sanctuary is home to a myriad of animals in open enclosures, an outdoor-themed playground, Wild Island. Experience the wild lorikeet feeding, free-flight bird shows and Aboriginal performances. Children will then be invited to create postcards out of the day’s activities and send to their family and friends to raise awareness for local conservation.

At Sheraton Senggigi Beach Resort, the property offers a Sunday brunch and a Sunday Market, where guests can share a scrumptious meal and socialize as they shop for local products. Many in the community lost their job during the pandemic, and the Sunday Market provides an opportunity for those who are impacted to showcase their products and earn a living to support their families.

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Family fun meets Premier League coaching: Kuramathi and Campioni experience

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Families seeking the ultimate summer escape in 2025 will find the perfect destination with Kuramathi and Campioni. These two exceptional partners offer a holiday experience where children can combine their love for football with the thrill of training alongside former Premier League players and UEFA coaches at breathtaking resorts. The exclusive Campioni football training camps cater to children aged 4-15 years, running across two weeks with three football legends. Liverpool and England star John Barnes MBE, accompanied by a UEFA coach, will lead sessions from July 28th to August 1st. Meanwhile, England icons Harry Redknapp and Stuart Pearce MBE will join from August 4th to August 8th, presenting an unparalleled opportunity for budding young footballers.

Campioni’s ethos, “Train Like A Pro,” offers a unique chance for children to be coached for two hours daily by some of English football’s most celebrated figures. These interactive and engaging sessions focus on fundamental skills while emphasising teamwork, strategy, and sportsmanship. With personalised guidance provided throughout, participants gain invaluable insights from the experts and create unforgettable memories.

While children hone their skills on the pitch, parents are free to unwind in a variety of ways. They can relax on the beach, explore the island, work out in the gym, visit the spa, or simply enjoy the vibrant energy of the training sessions from the sidelines.

The Campioni experience extends beyond football. Families are invited to participate in additional activities, such as welcome drinks at the start of the week, a mid-week parents’ game featuring the football legends, and an end-of-week medal and certificate presentation. These events ensure everyone in the family enjoys a dynamic and engaging holiday.

Kuramathi, a renowned Maldivian resort, serves as the ideal backdrop for this unique experience. Famous for its winding white sandbank and tropical jungle spanning the 1.8km island, the resort features 12 room categories, 12 restaurants, 6 bars, evening entertainment, and an array of facilities. Options range from one-bedroom Beach Villas and Two-Bedroom Beach Houses to overwater villas perched above the island’s turquoise lagoon, making it a perfect choice for families.

Off the field, Kuramathi’s complimentary Bageecha Kids’ Club caters to children aged 3-12 years with indoor and outdoor play areas, arts and crafts, splash pads, and a large swimming pool. Activities for older children include badminton, football, ping pong, baseball, and basketball. For couples seeking a romantic evening, extended kids’ club hours are available at an additional charge, alongside 24-hour babysitting for younger children.

The resort also offers unique environmental activities, such as eco-centre presentations, hermit crab trails, tree planting, and visits to hydroponics gardens, encouraging younger guests to learn about sustainable practices.

For adventurous families, Kuramathi provides a fully equipped dive school with multilingual instructors who guide participants through PADI and SSI courses, including options for children as young as eight. Guests can also explore the ocean through snorkelling safaris, turtle discovery trips, dolphin excursions, and semi-submarine tours. Water sports such as windsurfing, dinghy sailing, and catamaran lessons are available for children aged 12 and above.

While children are occupied, parents can relax at the spa or enjoy evening cocktails at the Champagne Loft or pool bars. Dining options include international cuisine at the buffet restaurant and specialty venues like The Reef, La Belle Vie, and Siam Garden. Nightlife on the island is vibrant, with live music, beachside movie nights, DJ performances, and more.

Kuramathi and Campioni promise a summer holiday filled with excitement, learning, and relaxation, creating memories that will last a lifetime.

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Awards

Sun Siyam Resorts honoured at Target Taste Awards 2024

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Sun Siyam Resorts has announced its receipt of the prestigious 2024 Target Taste Award for ‘Overseas Island Hotel Group.’ The accolade was presented during the ‘Target Taste’ awards ceremony in December 2024, held in Beijing. This event celebrated innovation and excellence within the luxury lifestyle industry.

The 2024 awards, themed ‘Revolutionise and Innovate,’ gathered leading brands and visionaries to highlight advancements in high-end hospitality, design, travel, and culinary arts. Sun Siyam Resorts was honoured for its commitment to redefining island luxury through exceptional guest experiences, sustainable practices, and innovative offerings.

Ashley Zhang, Regional Marketing & Communications Manager for China, accepted the award on behalf of the company, marking a significant milestone for the group.

Target Taste, a prominent Chinese luxury lifestyle magazine established in 2013, has consistently recognised industry pioneers. Its awards serve as a hallmark of innovation, elegance, and excellence in the luxury sector.

Claudia Klingbeil, Group Director of PR & Communications at Sun Siyam Resorts, stated: “This recognition is deeply meaningful to all of us at Sun Siyam Resorts. It reflects the passion, dedication, and heart that our team pours into creating memorable experiences for our guests, and this recognition fuels our commitment to constantly evolve and innovate.”

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Celebration

Tropical elegance meets cultural heritage: SO/ Maldives’ festive celebration

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Step into a realm of unparalleled luxury and avant-garde elegance as SO/ Maldives prepares to celebrate Chinese New Year in high style from 28 January to 31 January 2025. Set against the breathtaking backdrop of the Maldives, this iconic celebration promises a curated experience of haute cuisine, holistic indulgence, and captivating festivities, transforming the holiday into a statement of sophistication.

Renowned for vibrant celebrations and rich heritage, this year’s Chinese New Year program offers an unforgettable lineup. Highlights include a spectacular light-up ceremony, spellbinding cultural performances, a chic DJ party, and elegant festive fairs, all steeped in glamour and refinement.

The theme for 2025, “Ushering Fortune and Unity for a Prosperous New Year,” emphasises joy, harmony, and good fortune. Anchored in multiculturalism and diversity, the festivities aim to bring families and couples together for a stylish celebration of new beginnings. Through vibrant events and a glamorous ambiance, SO/ Maldives sets the stage for a bright and prosperous year.

Guests can immerse themselves in a fusion of cultural traditions and tropical luxury. Highlights include the energetic Lion Dance, which winds through the resort, and thrilling adventures such as snorkelling in crystal-clear waters. Culinary experiences like the Asian Street Market and Beach BBQ showcase Chinese-inspired gourmet delights, while creative workshops such as Handmade Pottery and Canvas Bag Painting ensure magical moments for younger guests.

SO/ Maldives elevates the festive allure with dazzling red lantern installations and breathtaking dragon dance performances on pristine beaches. Villas adorned with bespoke Chinese New Year decor blend cultural heritage with contemporary chic, creating an atmosphere of bold sophistication.

“At SO/ Maldives, we reinvent luxury celebrations, merging vibrant traditions with a cutting-edge, fashion-forward perspective. This Chinese New Year, the experience will be as bold and dazzling as the Year of the Wood Snake itself,” says Olivier MOIESDELVAL, General Manager of SO/ Maldives.

SO/ Maldives invites guests to embrace the finer things in life, where every taste, touch, and moment sparkles with creativity and glamour.

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