Sheraton's global spa concept, Shine for Sheraton, has launched as part of a US$6bn (4.7bn euro, £3.9bn) effort by Starwood to globally revitalise the Sheraton brand.
Developed exclusively for Sheraton by Starwood Hotels' in-house spa team, the comprehensive solution includes concept, signature treatments, design, development, operational and marketing tools.
In collaboration with Shine's preferred product partner, Germaine de Capuccini, each spa will offer five signature treatments including a facial, a massage, and a treatment for two.
Each Shine spa will be designed to offer a consistent, global brand identity and allow for a good deal of customisation to reflect each hotel's design while the spa's offerings will be tailored to reflect local culture and customs.
Interiors will use warm creams, browns and gold as well as accents of cobalt blue, tourmaline and coral. Throughout the spa, materials with innate shine will be used in homage to its name, such as marble, onyx, high gloss mahogany and glass.
The in-house brand, which first debuted in the Maldives in June 2009 as a spa branding solution for the group's Asia Pacific division, is currently available at select hotels in China, Vietnam and the Slovak Republic. A further 12 openings are scheduled over the next 15 months including at the Sheraton Beijing Dongcheng and the Sheraton Yantai Golden Beach. Further spas are also planned for north and Latin America.
Hoyt H. Harper, II, senior vice president for Sheraton said: "Introducing the Shine spa experience across our portfolio on the heels of our revitalisation effort will be an invaluable, welcome addition to the Sheraton guest experience. With this global rollout, we plan to make spa a cornerstone of the Sheraton brand experience, one that guests will truly embrace as part of their lifestyle." Details: www.starwoodhotels.com/sheraton
