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Sheraton's Own Spas Set To Shine In 17 Hotels Worldwide

September 8, 2010 at 9:04 AM | by | ()

Perhaps Sheraton was getting jealous of its W cousin, which has a longstanding relationship with Bliss Spas. Or maybe Sheraton is just savvy enough to know that a spa brand travelers recognize will help in the brand-loyalty stakes. Either way, we're liking the news that Sheraton has announced the launch of its very own spa concept, Shine for Sheraton.

While there is a spa and skincare brand partner on board--Germaine de Capuccini--Shine was developed exclusively for Sheraton. Roll-out plans will see the new spas open in 17 hotels by the end of 2011. It's already operating at select Sheratons in China, Vietnam, the Slovak Republic and the Maldives (pictured above).

The five signature treatments on offer are a massage, facial, body treatment, mani/pedi and a couple's treatment. The menu is simple on purpose, based on guest feedback Sheraton solicited when designing the Shine concept. Apparently guests loved the luxurious appeal of hotel spas but not the pretense that often comes with them. (We agree.)

Not surprisingly, many of the hotels expecting a Shine spa are in China, where Sheraton is going gangbusters with openings--eight more hotels will open there before the end of 2010, and another 18 to follow by 2015.

On a more sour hotel-spa note, a batch of hotels around the country are scrambling to take over or find partners for their on-site spas after the collapse of Spa Chakra. The brand had outposts at W Vieques, Conrad Indianapolis, and the Palmer House Hilton in Chicago, and also operated the Guerlain Spa at The Waldorf-Astoria. It ceased operations on August 20, after filing for bankruptcy last December.

Sounds like another perfectly good reason to keep hotel spas all in the family. Shine on, Sheraton!

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