Starwood Hotels and Resorts has moved to clarify the consumer confusion surrounding what a Sheraton hotel actually represents by launching the Sheraton Grand brand for top-tier properties.

There are 10 Sheraton Grand’s so far, 50 by the end of this year with plans for 100 in two years.

“Sheraton is Starwood’s largest and most global brand, and we recognize the need to better match guest expectations for the brand around the world,” said Adam Aron, Starwood CEO.

“Sheraton Grand celebrates our standout hotels.”

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