Sheraton's Shine Spa concept is to be developed as a comprehensive, global spa solution, to include concept, signature treatments, design, development, operational and marketing tools.
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, will be made available to all properties within Sheraton's development pipeline. Germaine de Capuccini (GdC) has been selected as Shine's globally preferred product partner.
There are 12 confirmed properties currently in development - the majority in China - with further spas planned for hotels in Europe, Asia and North America over the next two years.
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.
Mia Kyricos, director of global spa brands and programming for Sheraton's parent company, Starwood Hotels & Resorts Worldwide, said: "From a business perspective, this is a great opportunity for us to further impact occupancy and ROI for our ownership base."
The rollout of Shine Spa is part of a US$6bn (E4.42bn, £3.8bn) effort by Starwood to globally revitalise the Sheraton brand. Details: starwoodhotels.com/sheraton