Starwood said it made the decision to operate the hotel as an independent because the hotel does not

NEW YORK Starwood Hotels and Resorts Worldwide, Inc. is initiating a redevelopment plan for the 665-room Sheraton Manhattan here at Times Square that includes deflagging the property in April and operating the hotel as a non-branded hotel while the company explores a variety travel accessories new york city of options to maximize the long-term value of the asset.
In a statement, Starwood said it has received considerable interest from investors and developers to partner on the project and the company has assembled a project team to assist in evaluating a full range of options and partners over the coming months.
As the hotel is redeveloped, Starwood said will remove the Sheraton flag and operate the hotel as a non-branded Starwood property beginning in April. The hotel will remain open as the company finalizes redevelopment plans, and will continue to be a member of the Starwood Preferred Guest loyalty program.
Starwood said it made the decision to operate the hotel as an independent because the hotel does not currently meet the upgraded standards of the Sheraton brand, which is culminating travel accessories new york city a three-year, $6 billion global overhaul. As part of the revitalization of Sheraton, the brand has removed 32 hotels in order to improve quality and consistency.
Starwood currently operates 13 hotels here, with plans to open six more in 2010, including two new high-profile Sheraton properties in Brooklyn and Tribeca, the W New York Downtown and the Four Points by Sheraton Long Island City. In addition, Starwood will debut the Aloft New York Brooklyn and Element New York Times Square West, bringing its total number of New York City properties to 19.