Hotels Confirm Reservations and Rates
The Sheraton reservations system became the first to offer confirmed rates on all reservations.
Reservatron — Sheraton's electronic computer — in addition to storing availability in four categories of rooms, can now advise guests on four different categories of rates and confirm both their
reservations and rates in advance.
The International Mutual Hotel Reservations Network through which Sheraton offers guests
reservations in cities where there are currently no Sheraton hotels, has continued to add hotel
listings for travelers' convenience. There are now 241 hotels in 215 cities covered by this network.
More Visitors from Abroad
A newly expanded program of international sales development — in conjunction with the
"Visit U.S.A." program being promoted by the Government and the travel industry — since
October, 1960, has produced a $350,000 increase in foreign business to our domestic hotels.
A key factor in Sheraton's activation of this largely untapped foreign market has been the
appointment of 21 general agents in as many cities around the globe, who are aggressively "selling"
the Sheraton story to some 5,000 travel and tour directors, and to the general public, throughout
Europe, Asia and Latin America.
Many of the leading international carriers — such as Air France, Lufthansa, SAS, Pan American, TWA, Swissair and Japan Airlines — also have lent their cooperation overseas to circulate
attractive Sheraton folders and brochures, including the new International Facilities Booklet,
now printed in seven languages.
Carrying through the program in the United States, each Sheraton hotel has assigned a multilingual staff representative as "international manager" to greet and look after the needs of guests
The Company, judging by gratifying initial results of this program, looks to a possible doubling
of international traffic to its hotels within two years.
Sheraton TV "First"
Sheraton again took a progressive step ahead of the industry by initiating the first planned
television advertising campaign for hotels on a national basis, effectively supplementing our advertising and promotion in magazines, newspapers and on radio.
Through our national advertising agency, Batten, Barton, Durstine & Osborne, the Company
prepared, in January, a series of one-minute and 20-second filmed "spots" promoting Sheraton
Hotels in Hawaii, the family rate plan, our exclusive electronic Reservatron computer system, and
summarizing the conveniences of Sheraton hotels located in "the heart of things", plus the "extra
values" offered guests at our hotels.
The commercials have been syndicated to 50 TV stations throughout the U. S., with particular
concentration in areas where Sheraton hotels are located or where we have reservations offices.
Sheraton's dynamic national advertising program also received significant recognition, as a
leading weekly news magazine announced an unprecedented Advertising Excellence Award to
Sheraton for 1960. Specifically, the award acknowledged our Company's effective use of four-color,
back-cover ads which, the magazine revealed, surpassed all other advertising in reader-appeal
during the year. awi'H'i