Sheraton's Link to the Future

Starwood Hotels yesterday unveiled its "Link @ Sheraton experienced with Microsoft" lobby for the entire world to see. The company took the meaning of public space to another level by recreating the high-tech lobby in New York City's Central Park.

Sheraton's Link in Central Park provided free Wi-Fi, functioning computer workstations, plasma TVs and comfortable lounge-like work zones. The goal of the "Global Out of the Office Day" was to demonstrate today's professionals can maintain productivity outside the confines of their home office. Starwood relocated nearly 600 of its employees from corporate headquarters in White Plains, NY to help prove the point.

The new lobbies will feature free Internet access, webcams, televisions, newspapers and snacks. The Link is both virtual and real, combining a unique online experience with an in-person reality. The partnership with Microsoft will allow Windows-based computers to offer guests information, entertainment and ways to communicate with friends and family back home.

A new work-life study from Sheraton, also released yesterday, reveals 85 percent of U.S. professionals surveyed feel compelled to stay connected to work around the clock. Most (87 percent) even bring their PDAs into the bedroom.

"Our guests are intent on making the most of their travels and we're confident this new partnership with Microsoft will enable Sheraton Hotels & Resorts to provide them with the products, services and tools to keep them connected to what matters most on the road," says Hoyt H. Harper II, senior vice president for Sheraton. "The Link reflects Sheraton's commitment to deliver popular, unique and unexpected offerings to our guests and is an exciting pillar of Sheraton's comprehensive effort to further differentiate our iconic brand."

Currently 66 Sheraton properties feature The Link and the co-branded effort will debut at more than 300 properties by the end of the year. The lobbies are a key component of Sheraton's massive re-launch.


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