Global spa chains expand across Asia and the Middle East

US based Starwood Hotels & Resorts Worldwide plans to expand Sheraton and Westin’s portfolio of hotel spas across Asia and the Middle East in the coming year as both brands continue to expand in the world’s fastest growing markets. In tune with the growing demand for luxury services, Sheraton will increase its spa portfolio by nearly 50% with 10 openings this year; Westin will add six spas in 2011, increasing the Heavenly Spa portfolio by almost 20%. As the largest operator of upper-upscale and luxury brands in the world, Starwood is committed to introducing branded, lifestyle experiences — including spas — to the market.

Sheraton and Westin will open its in-house, signature spa concepts in existing and new hotels with a primary focus in Asia. 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, Shine Spa will open this year at the Sheraton Baku Airport Hotel in Azerbaijan. Heavenly Spa by Westin will open at The Westin Abu Dhabi Golf Resort & Spa and four hotels across China including The Westin Wuhan Wuchang.

Shine Spa for Sheraton debuted in 2010 as a global spa concept designed exclusively for Sheraton Hotels & Resorts. Research reveals that the Sheraton guest values the quality of luxury, but not the pretense often accompanying it. In response, Shine Spa offers approachable, upscale spa experiences for business and leisure travellers. Eight out of 10 Sheraton guests revealed they are likely to consider using spa services when travelling, including male guests; 54% only visit spas while travelling.

The Heavenly Spa by Westin is built upon two of the Westin brand’s core philosophies: preserving wellness on the road and helping guests leave feeling better than when they arrived. The expansion of the Heavenly Spa by Westin brand is part of the brand’s aggressive global growth strategy. Each Heavenly Spa by Westin features signature treatments and experiences aimed at mind-body wellness and revitalization, including treatments that reflect local culture and customs. The brand’s signature spa concept is now in 26 Westin Hotels & Resorts around the world.

Banyan Tree has opened its first spa in Singapore – at the 55th level of Marina Bay Sands. Banyan Tree has spent the past 17 years opening spas and resorts in more than 20 countries around the world. China is a key market, with 20 to 30 projects already signed. Banyan Tree does not want to be China-centric, and it is open to expanding within Singapore too.

Ho Kwon Ping of Banyan Tree Holdings says, “We can locate a spa in any place, and we would have long been able to justify a spa in Singapore even without a tourism boom. It is really more an issue of having the right location, and we do believe this is the best location for us that we could ever find.”