Starwood Hotels & Resorts Worldwide has announced plans to expand its portfolio of hotel spas at Sheraton and Westin properties across Asia and the Middle East. Sheraton will increase its spa portfolio by nearly 50% with 10 openings this year, while Westin will add six spas in 2011, increasing the Heavenly Spa portfolio by almost 20%.
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, the wellness brand will open this year at the Sheraton Baku Airport Hotel in Azerbaijan. Heavenly Spa by Westin meanwhile, 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 & 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 the new global spa concept for Sheraton Hotels & Resorts. The launch came off the back of Starwood research which showed that 80% of Sheraton guests would consider using spa services when travelling, including male guests, and that 54% actually visit spas while travelling. Westin’s Heavenly Spa concept is now present at 26 Westin Hotels & Resorts around the world.
The expansion marks the latest step in a major wellness trend in the hospitality industry in Asia. Earlier this year Hilton launched its eforea spa brand in Asia, while in February Marriott launched its Saray Spa brand in the Middle East.