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Sheraton Design Foundation Asia-Pacific THE ART OF GATHERING. CONTENTS BRAND VISION DESIGN STRATEGY PUBLIC SPACES GUEST ROOMS BRAND VISION Brand Origin / 5 Brand Positioning / 6 Sheraton’s Core Values / 7 Our Target Guest / 9 Passion Points / 10 BRAND ORIGIN HERITAGE A global icon with deep roots in communities around the world. As the first hotel to land in many cities worldwide, Sheraton has long been part of the fabric of communities across the globe. Eighty years on, our deep roots and iconic heritage garners universal acceptance and trust. Our unmatched global scale and distribution, pair