Starwoods’ two largest upper-upscale brands expand Spa Footprint

3rd Aug 2011
Starwoods’ two largest upper-upscale brands expand Spa Footprint

Starwood Hotels & Resorts Worldwide, Inc. announced plans to expand Sheraton and Westin’s portfolio of hotel spas across Asia and the Middle East in the coming year as both brands continue to expand its footprint in the world’s fastest growing markets. In tune with the resurgence of the economy and growing demand for luxury services, Sheraton will increase its spa portfolio by nearly 50% with 10 openings this year; Westin will add six spas in 2011, increasing the Heavenly Spa portfolio by almost 20%. As the largest operator of upper-upscale and luxury brands in the world, Starwood is committed to introducing branded, lifestyle experiences - including spas - to the market.

Sheraton and Westin will open its in-house, signature spa concepts in existing and new hotels with a primary focus in Asia. Shine Spa for Sheraton will make its debut at the Sheraton Yantai Golden Beach Resort, Sheraton Guangzhou Hotel, Sheraton Beijing Dongcheng Hotel, Sheraton Qinqyuan Resort and five other properties across Asia. Additionally, Shine Spa will open this year at the Sheraton Baku Airport Hotel in Azerbaijan. Heavenly Spa by Westin will open at The Westin Abu Dhabi Golf Resort & Spa and four hotels across China including The Westin Wuhan Wuchang.

“We continue to bring our hotel brands to life through specially designed and curated brand experiences,” said Jeremy McCarthy, Director of Global Spa Development and Operations for Starwood. “The Heavenly Spa by Westin and Shine Spa for Sheraton concepts are extensions of the individual brand philosophies and the success of our signature, branded spa experiences is driving demand for continued expansion - especially in key global emerging markets.”

Shine Spa for Sheraton debuted in 2010 as a global spa concept designed exclusively for Sheraton Hotels & Resorts. Research reveals that the Sheraton guest values the quality of luxury, but not the pretense often accompanying it. In response, Shine Spa offers approachable, upscale spa experiences for business and leisure travelers. Conversation is welcome at Shine Spas which reflects Sheraton’s social brand personality and the sentiment that life is better when shared. Designed to evoke a welcoming and relaxing arrival, Shine Spas utilize colors and materials that covey a playful yet upscale environment. Eight out of 10 Sheraton guests revealed they are likely to consider using spa services when traveling, including male guests; 54% only visit spas while traveling.

The Heavenly Spa by Westin(TM) is built upon two of the Westin brand’s core philosophies: preserving wellness on the road and helping guests leave feeling better than when they arrived. The expansion of the Heavenly Spa by Westin brand is part of the brand’s aggressive global growth strategy. Each Heavenly Spa by Westin features signature treatments and experiences aimed at mind-body wellness and revitalization, including unique programs that reflect local culture and customs. The brand’s signature spa concept is now in 26 Westin Hotels & Resorts around the world.


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