NEWS
Sheraton Reimagines “Goodnight Moon” With New “Goodnight Room” Brand Campaign
Sheraton Hotels & Resorts, part of Marriott Bonvoy, is introducing a new global storytelling campaign, “Goodnight Room”, inspired by the classic children’s book “Goodnight Moon”. Timed to a key phase in Sheraton’s worldwide transformation, the campaign reframes the familiar bedtime ritual through the lens of modern travel and emotional connection. It highlights how Sheraton aims to feel like a global gathering place, where the comfort of home meets the anticipation of tomorrow’s journey. The launch also coincides with a highly immersive Goodnight Moon Suite at Sheraton Boston Hotel, plus charitable initiatives that support families and children worldwide.
At the heart of “Goodnight Room” is a short film that follows a working mother checking in from a Sheraton guest room while recounting her day to her son at home. As she speaks, viewers move through scenes of travelers gathering, working and unwinding in the hotel’s social lobby spaces, from shared meals and casual conversations to video calls and quiet corners that offer a sense of calm. Playful visual references to “Goodnight Moon” are woven into these vignettes, including a guest in cat-themed socks, a computer mouse being handed to a traveler and a child in striped pajamas that recall the book’s iconic illustrations. Developed with Wieden+Kennedy New York, scored by Matt Maltese and created in collaboration with the representatives of Margaret Wise Brown, Clement Hurd and HarperCollins Children’s Books, the campaign will appear across TV, streaming, social channels and in-flight entertainment from 3 November 2025.
The campaign’s message builds on Sheraton’s positioning as “The World’s Gathering Place”, emphasizing warmth, familiarity and a sense of belonging even when guests are far from home. Peggy Roe, Executive Vice President and Chief Customer Officer at Marriott International, frames the initiative as a modern reflection of what Sheraton stands for today: a brand that understands the emotional realities of travel and the small human moments that make a stay feel grounded and reassuring. By tapping into the nostalgia surrounding “Goodnight Moon”, the brand connects multi-generational memories with its renewed focus on community-driven spaces and guest experience.
To bring the story off-screen, Sheraton Hotels & Resorts is debuting the Goodnight Moon Suite at the recently renovated Sheraton Boston Hotel, which has undergone a 100 million dollar upgrade. Available from 3 November 2025 through 28 February 2026, the suite recreates the beloved bedroom from the book with green walls, red carpet, a glowing LED fireplace, a working dollhouse and whimsical moonlit details. On arrival, guests receive milk and cookies, a plush bunny and a dining credit for the property’s signature restaurant, creating an experience that blends childlike wonder with grown-up comfort for families and nostalgic travelers.
Members of Marriott Bonvoy can also engage with the campaign through an exclusive Marriott Bonvoy Moment, bidding for a two-night stay from 26 to 28 December in the Goodnight Moon Suite. The package includes a curated program featuring a moonlit dinner, stargazing activity, s’mores dessert presentation and special keepsake gifts for the family, turning a classic bedtime story into a fully immersive holiday experience. This offering is designed to deepen member engagement while showcasing how the transformed Sheraton brand can host truly memorable, story-led stays.
Extending the campaign’s focus on children and connection, Sheraton will support UNICEF and Children’s Miracle Network Hospitals through donations linked to the launch. Via the LoveTravels by Marriott Bonvoy platform, members can donate their Marriott Bonvoy points to these organizations from 3 November through 31 December 2025. During this period, Marriott will apply a 2x point match on contributions, up to 3.75 million points, amplifying the impact of member giving and aligning the campaign with tangible social good.
“Goodnight Room” arrives as Sheraton Hotels & Resorts advances a comprehensive global transformation of its portfolio. Newly reimagined Sheraton properties in North America and worldwide are introducing vibrant lobbies with flexible Studios and Community Tables, privacy-focused Booths for productivity and social hubs such as &More by Sheraton, which blend work, dining and connection in a single environment. Early results from renovated hotels in the United States, Canada and other markets show double-digit gains in guest satisfaction and renewed enthusiasm from both travelers and owners, reinforcing Sheraton’s evolution from a familiar name in travel to a refreshed, modern brand that still retains its timeless warmth.
Source: Marriott International
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