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Sheraton Hotels Develops its Signature Spa Brand

News Starwood Hotels & Resorts Worldwide has announced that it will open a series of spa centers in its Sheraton hotels throughout the world. A signature spa brand of the company will work in hotels located in Eastern Europe, Asia and the Middle East. The hotelier has very ambitious plans of expanding its spa centers in emerging markets of the planet. Fast growing economies traditionally have increased demand for luxury services, so Sheraton expects its new spa centers to draw much attention, and thus wants to double their portfolio, opening as many as 23 large spa centers by 2015.

The spa will be named Shine Spas, and first 10 centers are scheduled for opening already this year.

The signature spa will debut in the biggest hotels in the world managed by Starwood - Sheraton hotel in Macao. Later Shine Spas will appear in Sheraton Xian North City hotel, Sheraton Huzhou Hot Spring Resort, Sheraton Jiaozhou Hotel, Sheraton hotel in Fuzhou, and seven more hotels across Asia.

As the hotelier’s director of global spa development Jeremy McCarthy mentions, China and Eastern Europe are notable by growing demand for luxury services. In order to fit these needs, the company has decided to develop the new spa concept that provides guests of Sheraton with relaxing and rejuvenating experience.

The first Shine Spa was opened in Sheraton yet in 2010. At that time this was more a concept and a test project targeted either at business or at leisure travellers. According to the study made by the hotelier, eight out of ten its guests say they are likely to try spa services during their travel. Approximately 50% of respondents say they visit spa centers when they stay in hotels. Starwood plans to develop spa centers in its Sheraton hotels and also plans to offer signature Shine Spa amenities in all guestrooms.


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