A rendering of a new guest room at the Sheraton Eatontown Hotel — Courtesy: Hotels Unlimited Inc.
By Joshua Burd
A well-known hotel in Monmouth County is getting a multimillion-dollar makeover after being acquired last month by an East Windsor-based hospitality group.
The company, Hotels Unlimited Inc., closed on the 208-room Sheraton Eatontown Hotel in late March and has announced plans to transform the property. It has since unveiled a timeline for renovating all of the hotel’s guest rooms by the end of 2017 and the remainder of the facility by mid to late 2018.
Sitting along heavily trafficked Route 35, the hotel already has an enviable location. But the operator said the improvements “will bring a modern design aesthetic and cutting-edge facilities and amenities to usher in a renaissance for the hotel and a boon for the local Jersey Shore community.”
“The hotel has great potential,” said Carey Tajfel, co-president of Hotels Unlimited. “It has great positioning in the corridor and market, and a strong client base.”
He added that Hotels Unlimited believes in robust renovations as an investment, being local market experts and applying hands-on management.
“We’ve built a great corporate team, which makes transitions as seamless as possible, and helps us replicate our past successes with each new endeavor,” Tajfel said. “We’re also excited to embark on an affiliation with Marriott, which is widely considered the top hotel company in the world.”
The hotel will retain its Sheraton brand name and be affiliated with the recently merged Starwood Hotels & Resorts Worldwide Inc. and Marriott International, now the largest hotel company in the world, according to a news release. It will be one of 11 New Jersey hotels and now the largest in the company’s portfolio.
Hotels Unlimited said Sheraton Eatontown underwent limited improvements about 10 years ago, but has never undergone a complete renovation.
Its improvements will now include upgrades to the hotel’s wedding and banquet facilities, including a nearly 6,000-square-foot event space for up to 350 wedding guests.
Hotels Unlimited, a 27-year-old operator, recently completed major renovations at the Days Hotel Toms River Jersey Shore. The company also has an affiliate under which it owns and operates commercial real estate.