Breaking Travel News

Sheraton Hotels continues to aggressively grow Signature Spa brand

Sheraton Hotels continues to aggressively grow Signature Spa brand

Starwood Hotels & Resorts Worldwide, Inc. announced that its global powerhouse, Sheraton Hotels, will grow its portfolio of signature hotel spas across Asia, the Middle East and Eastern Europe as the brand continues 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 double its robust portfolio of Shine Spas with 23 openings in key international destinations by 2015 with 10 openings slated for this year.

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.

“There is a growing demand for luxury services in key global emerging markets such as China and Eastern Europe,” said Jeremy McCarthy, Director of Global Spa Development and Operations for Starwood. “The Shine Spa for Sheraton concept fulfills that demand and provides a relaxing and pampering spa experience designed specifically for the Sheraton guest.”

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 travelers. 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.


“We’ve learned from our research that the Sheraton guest values the quality of luxury, but not the pretense often accompanying it,” said McCarthy.

Designed to evoke a welcoming and relaxing arrival, Shine Spas for Sheraton utilize colors and materials that convey a playful yet upscale environment. Rich, lustrous materials in warm creams, browns and burnished gold are highlighted with vivid cobalt blue, tourmaline and coral accents. Throughout the spa, materials with innate shine such as marble and onyx, high gloss mahogany, polished metal and glass are incorporated in homage to the spa name. At Shine Spas, conversation is welcome as Sheraton believes that life is better when shared. Additionally, all Sheraton guestrooms feature Shine Spa’s signature mandarin and mint in-room amenity collection.

Starwood has spent the last few years renovating and rebuilding one of the hotel industry’s most iconic brands and Sheraton now stands better than ever with the strongest portfolio in its history. The brand is gaining market share, RevPAR continues to rise, guest satisfaction scores are the highest in the brand’s history and likelihood to return, likelihood to recommend and meeting planner and associate engagement scores are also at all-time highs – signaling that guests are taking notice and rediscovering the new Sheraton, and increasing the brand’s appeal to owners and developers.