Starwood to add 150 new spas to existing portfolio of more than 300
Monday 22, November 2010
At the International Spa Association annual conference and expo, Starwood Hotels and Resorts Worldwide, Inc. announced it plans to expand its portfolio of hotel spas by more than 50 percent in the coming year.
More than 150 new spas are planned or are in development at Starwood, which currently features more than 300 hotel spas across iconic hospitality brands, including W, St. Regis, Le Meridien, Westin, and Sheraton.
As the largest operator of upper-upscale and luxury brands in the world, Starwood continues to be committed to bringing branded, lifestyle experiences - including spas - to market.
"We're answering the demand for spa with a portfolio of five in-house spa brands and strategic partnerships that continue to enhance the guest experience at our hotels," said Mia Kyricos, Director of Global Spa Brands and Programming for Starwood. "Our growing spa pipeline is good for guests, as they increasingly expect us to help them stay well while traveling. And it's good for Starwood and our development partners, since we know spa gives us the opportunity to positively impact rate, occupancy and average spend per guest."
Starwood will ramp up its branded spa concepts dramatically this year with Sheraton, St. Regis, and Le Meridien to debut their own exclusive in-house spa brands, each inspired by the individual hotel brands to provide an integrated lifestyle experience.
"Approximately 75 percent of the properties in Starwood's growth pipeline include spas in their plans," said Jeremy McCarthy, Starwood's Director of Global Spa Development and Operations. "And about 45 percent of our existing portfolio of more than 1,000 hotels offers spas and related services."
Moving forward, Starwood's spa brands will include:
Additionally, Starwood continues its strategic partnership with Steiner Leisure which now owns the famed Bliss and Remede Spa brands and amenity lines that remain exclusive to Starwood's W and St. Regis hotel brands respectively. The relationship also continues to grow with 17 Bliss Spas and 10 Remede spas already operating at Starwood hotels, and several more in development.
"Like pools in the 1980s and fitness centers in the 1990s, the increased presence of spas at hotels has been fueled by both demand and the perceived quality of hotels with spa facilities," Kyricos said. "Spas are no longer considered an amenity; guests expect them. And they're no longer viewed as an indulgence, but an essential part of the balance and wellness guests seek while on the road."
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