At the Annual NYU International Hospitality Industry Investment Conference June 1, Starwood announced 10-point facelift, called Sheraton 2020, that outlines how it will reinvent the 80-year-old brand. Among the changes will be a new high-end tier within the brand called Sheraton Grand. There are now 430 Sheratons around the world and the best, about 100 of them, will be given Sheraton Grand status. The designation will allow Sheraton to showcase its top properties and encourage owners to renovate in order to move into the tier. Sheraton 2020 also aims to regain Sheraton’s share of the meetings market, with a new global “customer blitz” and improved booking rewards and incentives. Get the full story at Meetings.Net and Travel Agent Central Read also "Starwood founder laments the decline of the hotel brand he once led" at Skift