Sheraton Hotels has plans to grow its portfolio of signature hotel spas across Asia, the Middle East and Eastern Europe. The Starwood brand will double the number of Shine Spas with 23 openings in key international destinations by 2015 with ten openings slated for this year. In 2012 Shine Spa will make its debut at Starwood’s largest hotel in the world, the Sheraton Macau Hotel, as well as Sheraton Xian North City Hotel, Sheraton Fuzhou Hotel, Sheraton Jiaozhou Hotel, Sheraton Huzhou Hot Spring Resort and seven other properties across Asia. “There is a growing demand for luxury services in key global emerging markets such as China and Eastern Europe,” said Jeremy McCarthy, director of global spa development and operations for Starwood. “The Shine Spa for Sheraton concept fulfils that demand and provides a relaxing and pampering spa experience designed specifically for the Sheraton guest.” Shine Spa debuted in 2010 as a global spa concept designed exclusively for the Sheraton brand. Some 80 per cent of Sheraton guests, including male guests, say they are likely to consider using spa services when travelling, while half of guests only visit spas while travelling. “We have learned from our research that the Sheraton guest values the quality of luxury, but not the pretence often accompanying it,” McCarthy added. Designed to evoke a welcoming and relaxing arrival, Shine Spas for Sheraton utilise colours and materials that convey a playful yet upscale environment. Rich, lustrous materials in warm creams, browns and burnished gold are highlighted with vivid cobalt blue, tourmaline and coral accents. Throughout the spa, materials with innate shine such as marble and onyx, high gloss mahogany, polished metal and glass are incorporated in homage to the spa name. At Shine Spas, conversation is welcome as Sheraton believes that life is better when shared. Additionally, all Sheraton guestrooms feature Shine Spa’s signature mandarin and mint in-room amenity collection.