Starwood Hotels & Resorts Worldwide announced that Sheraton Hotels will double its portfolio of Shine Spas with 23 openings in key international destinations by 2015 with 10 openings slated for this year.
Director of global spa development and operations for Starwood, Jeremy McCarthy, said there was a “growing demand for luxury services” in key global emerging markets such as China and Eastern Europe.
“The Shine Spa for Sheraton concept fulfils that demand and provides a relaxing and pampering spa experience designed specifically for the Sheraton guest,” he added.
In 2012 Shine Spa will make its debut at Starwood’s largest hotel in the world, Sheraton Macao Hotel, as well as Sheraton Xian North City Hotel, Sheraton Fuzhou Hotel, Sheraton Jiaozhou Hotel, Sheraton Huzhou Hot Spring Resort and seven other properties across Asia.
Shine Spa debuted in 2010 as a global spa concept designed exclusively for the Sheraton brand offering approachable, upscale spa experiences for business and leisure travellers. Eight out of 10 Sheraton guests, including male guests, say they are likely to consider using spa services when traveling, while 50% of guests only visit spas while traveling, the company said.
“We’ve learned from our research that the Sheraton guest values the quality of luxury, but not the pretence often accompanying it,” McCarthy added.