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Sheraton Corporation of America, 1961 Annual Report
Image 14
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Starwood Hotels & Resorts. Sheraton Corporation of America, 1961 Annual Report - Image 14. 1961. Hospitality Industry Archives, Conrad N. Hilton College of Hotel and Restaurant Management, University of Houston. University of Houston Digital Library. Web. May 25, 2019. https://digital.lib.uh.edu/collection/hiltonar/item/1325/show/1310.

Disclaimer: This is a general citation for reference purposes. Please consult the most recent edition of your style manual for the proper formatting of the type of source you are citing. If the date given in the citation does not match the date on the digital item, use the more accurate date below the digital item.

Starwood Hotels & Resorts. (1961). Sheraton Corporation of America, 1961 Annual Report - Image 14. Annual Reports from the Hospitality Industry Archives. Hospitality Industry Archives, Conrad N. Hilton College of Hotel and Restaurant Management, University of Houston. Retrieved from https://digital.lib.uh.edu/collection/hiltonar/item/1325/show/1310

Disclaimer: This is a general citation for reference purposes. Please consult the most recent edition of your style manual for the proper formatting of the type of source you are citing. If the date given in the citation does not match the date on the digital item, use the more accurate date below the digital item.

Starwood Hotels & Resorts, Sheraton Corporation of America, 1961 Annual Report - Image 14, 1961, Annual Reports from the Hospitality Industry Archives, Hospitality Industry Archives, Conrad N. Hilton College of Hotel and Restaurant Management, University of Houston, accessed May 25, 2019, https://digital.lib.uh.edu/collection/hiltonar/item/1325/show/1310.

Disclaimer: This is a general citation for reference purposes. Please consult the most recent edition of your style manual for the proper formatting of the type of source you are citing. If the date given in the citation does not match the date on the digital item, use the more accurate date below the digital item.

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Compound Item Description
Title Sheraton Corporation of America, 1961 Annual Report
Creator (LCNAF)
  • Starwood Hotels & Resorts
Publisher Starwood Hotels & Resorts
Date 1961
Description Sheraton Corporation of America Annual Report for the year ending on April 30, 1961.
Subject.Topical (LCSH)
  • Hospitality industry
  • Hotel management
  • Corporation reports
Subject.Name (LCNAF)
  • Starwood Hotels & Resorts
Genre (AAT)
  • annual reports
  • business records
Language English
Type (DCMI)
  • Text
  • Image
Original Item Location Conrad N. Hilton Papers
Digital Collection Annual Reports from the Hospitality Industry Archives
Digital Collection URL http://digital.lib.uh.edu/collection/hiltonar
Repository Hospitality Industry Archives, Conrad N. Hilton College of Hotel and Restaurant Management, University of Houston
Repository URL http://www.uh.edu/hilton-college/About/hospitality-industry-archives
Use and Reproduction No Copyright - United States
File Name index.cpd
Item Description
Title Image 14
Format (IMT)
  • image/jpeg
File Name hiltonar_201609_023_014.jpg
Transcript 12 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 from abroad. 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