Sheraton Hotels and Resorts has introduced a new spa brand in partnership with spa management and brand delivery company Spatality, which has created an upscale yet approachable — or “high design/low ego” — spa experience specifically suited to the chain’s guest profile.
Called Nectar and to be introduced at Sheraton properties worldwide from 2009 onwards, the concept is a “brand experience with a difference”, according to Spatality managing director Ingo Schewder.
“Associating and partnering with an upscale hotel brand was what the team at Spatality envisioned; we are honoured to offer the valued guests of Sheraton Hotels an exceptional spa experience through Nectar,” said Schweder.
“Sheraton Hotels in the Middle East have long offered their guests outstanding service; including a Nectar Spa to the existing and new Sheraton properties in the region will witness a brand enhancement, offering guests an unprecedented experience while creating additional brand loyalty,” he added.
Plans for a portfolio-wide spa brand were developed following research that showed that eight of 10 Sheraton guests were likely to consider using spa services when travelling, including male guests, the majority of which preferred to visit spas only when travelling.
In addition, the research revealed that the Sheraton guest valued the quality of luxury but not the pretence often accompanying it, hence Spatality’s focus on “immediate gratification in an uncomplicated environments”, explained Schweder.
Starwood Hotels & Resorts Worldwide director of spa development Mia Kyricos said: “Spatality’s expertise in the spa field will bolster our ability to help Sheraton properties worldwide create more comfortable and memorable guest experiences.
“This relationship also underscores Sheraton’s commitment to the business of spa which is increasingly impacting rate and occupancy at upper-upscale hotels worldwide,” she said.
Sheraton senior vice president Hoyt H Harper added: “Nectar will be an invaluable, welcome addition to the Sheraton guest experience. We know our guests will value an exceptional spa experience with a welcoming atmosphere.
“With this global agreement, we plan to make spa a cornerstone of the Sheraton brand experience, one that guests will truly embrace as part of their lifestyle,” he said.
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