The upcoming Sheraton and Christchurch is a match made in Tourism heaven
The Sheraton Christchurch represents a significant development for the city's tourism sector.
The Sheraton Christchurch is not just about adding another accommodation option - it's a move that aligns with key market demands and complements existing hotel offerings.
Brand Recognition and Market Access
For tourism destinations, a globally recognised brand can be a crucial factor in attracting international visitors. The Sheraton brand, part of Marriott International, has a strong reputation in key markets, particularly North America and Asia.
Travelers from North America and Asia often prefer to book with familiar brands. The presence of a Sheraton property in Christchurch addresses this preference directly. It signals that the city can accommodate a global standard of hospitality which is particularly important for Christchurch, as the city is working to increase its appeal to high-value international visitors. The Sheraton brand acts as a drawbridge, connecting Christchurch to a customer base that might not have previously considered it.
Leveraging the Marriott Bonvoy Network
A big advantage of the Sheraton is its connection to the Marriott Bonvoy loyalty program. With over 180 million members, this program represents a large and active community of travelers. These individuals are motivated to book stays at Marriott properties to earn and redeem points, as well as to maintain their membership status.
Marriott Bonvoy members are more likely to use Christchurch as a base, increasing visitation and stay duration.
As the first Marriott Bonvoy hotel in the city, members who have accumulated points or are seeking a new location to visit can now add Christchurch to their options and use the Sheraton as a base for exploring the region. This doesn’t just increase visitation but also the duration of stay in the garden city and guests are likely to spend on local tours, dining, and other activities throughout Canterbury, injecting new revenue into the local economy. The loyalty program functions as a marketing tool, directing a specific segment of high-spending travelers to the city.
Synergy with Te Pae Christchurch Convention Centre
The success of the Te Pae Christchurch Convention Centre depends on its ability to offer a complete package for conference organisers and delegates. A key part of that package is convenient, high-quality accommodation. The Sheraton's location and brand align perfectly with this need.
Its proximity to Te Pae makes it an ideal choice for conference delegates, offering a short and convenient walk. The Sheraton's own event and meeting spaces also complement Te Pae, providing additional capacity for breakout sessions, smaller gatherings, or exclusive functions. The combined offering of a modern convention center and a well-regarded international hotel enhances Christchurch's competitive position in the business tourism market. It creates a more attractive and seamless experience for event attendees and organisers, which can lead to an increase in the number of large-scale events hosted in the city.
The Sheraton Christchurch is more than a new hotel; it's a strategic investment that supports the city's tourism and economic development goals. Its brand recognition, connection to a global loyalty program, and complementary role with the convention center are all factors that contribute to its value as a key asset for Christchurch's future.
