Sheraton conducted extensive guest research during the revitalization process, allowing significant insight into the guest profile. A Sheraton guest is often educated, affluent and experienced at traveling, the results showed. At an average age of 44.3 years, the guest population sits at the intersection of Generation X and Baby Boomer. Perhaps most importantly, Sheraton found that its guests would like to spend more time in social spaces and will use technology when it intersects with a personal need or fulfills a desire. "We found that our guests are social and like being around others," says Harper. "We saw technology as an enabler, so we decided to put the two together."
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