Sheraton Hotels & Resorts is set to roll out a new initiative, Gatherings by Sheraton, starting in November across 15 markets in Asia Pacific, excluding China. The program aims to transform hotel public spaces into vibrant hubs of cultural exchange, connecting travelers with local traditions through food, crafts, wellbeing, and everyday rituals.
Each participating property will tailor the program to its community, ensuring that experiences resonate with both guests and residents. The initiative underscores Sheraton's commitment to fostering meaningful connections in an increasingly globalized travel landscape.
Signature experiences across the region
Among the standout offerings, Sheraton Kagoshima will host blind tastings of the region's celebrated teas, while Sheraton Grand Sydney Hyde Park will feature rooftop sunset encounters with bees, highlighting urban biodiversity. In Vietnam, Sheraton Saigon Grand Opera Hotel will present a Vietnamese Craft Journey, showcasing local artisanship.
Other markets will see unique cultural programming: Indonesia's Finish-Line Maxxing, Malaysia and Singapore's After Five, and Thailand's Offline Sabai Social each offer distinct ways for guests to engage with local customs and social rhythms.
“At Sheraton, we see an opportunity to turn these everyday encounters into more meaningful connections,” said Cristiano Rinaldi, Chief Lodging Product & Services Officer for Asia Pacific excluding China at Marriott International. “Gatherings by Sheraton is designed to celebrate the richness of local culture while creating a sense of belonging for travelers and residents alike.”
The program also aims to give local communities a platform to share their heritage, reinforcing Sheraton's role as a community anchor. This approach aligns with broader industry trends toward authentic, experience-driven travel, as seen in recent moves by other hospitality groups. For instance, Global Hotel Alliance's expansion in the region reflects growing demand for localized stays.
Sheraton's initiative comes at a time when Asia-Pacific arrivals are nearing pre-pandemic levels, with travelers seeking deeper connections. The program is expected to enhance the brand's appeal among both leisure and business travelers, who increasingly value cultural immersion.
Hotels will also leverage the program to engage corporate clients, as seen with Sheraton Hyderabad's recent festive offerings. By integrating local traditions into the guest experience, Sheraton aims to differentiate itself in a competitive market.
Gatherings by Sheraton will be rolled out across properties in Australia, Indonesia, Japan, Malaysia, Singapore, South Korea, Thailand, Vietnam, and other key markets. The brand plans to continuously evolve the program based on guest feedback and community input.
With this launch, Sheraton reinforces its position as a leader in experiential hospitality, setting a benchmark for how global hotel brands can celebrate local culture while fostering community ties.
