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Sheraton spas expand worldwide

Sheraton Hotels is planning a major expansion of its Shine Spa this year.

The Starwood Hotels Resorts Worldwide brand plans to nearly double its portfolio of Shine Spas with 10 spa openings slated for this year. Eventually, it will open 23 new spas, primarily in Asia, the Middle East, and Eastern Europe.

This year, Shine Spa will debut in Starwood’s largest hotel, the Sheraton Macao Hotel. The spa will also make its way to the Sheraton Xian North City Hotel, Sheraton Fuzhou Hotel, Sheraton Jiaozhou Hotel, Sheraton Huzhou Hot Spring Resort and seven other properties across Asia.

The Shine Spa was introduced across Sheratons in 2010. Starwood is expanding the spa brand based on its research, which shows that 8 out of 10 Sheraton guests say they are likely to consider using spa services when traveling. That includes male guests. Half of the guests surveyed say they only visit spas while traveling.

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Hoyt Harper, senior vice president of brand management for Starwood, told Hotel Check-in that it makes sense to introduce spas to one of the company’s biggest growth areas—Asia.

“The spa distribution has picked up there,” he says. “Since then, we’ve moved to Europe. We’re expanding to the Middle East and Eastern Europe. And we’ll get to the United States in a couple of years.”

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Harper says it’s part of a $6 billion expansion of the brand internationally over the next three years, principally in emerging markets.

Shine Spas are decorated in warm creams, browns and burnished gold that are highlighted with cobalt blue and coral accents. Marble, onyx, mahogany, polished metal, and glass are used throughout the spa. “We look at it as affordable luxury,” Harper says.

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