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Starwood Hotels Creates Spa Concept Designed Exclusively
for Sheraton Hotels & Resorts

The New Signature Spa Concept Named Shine for Sheraton Expected to be a
Cornerstone of the Sheraton Brand Experience

To be featured in 17 Hotels by 2011

White Plains, NY – September 7, 2010 – Starwood Hotels & Resorts Worldwide, Inc. (NYSE:HOT) is proud to announce the launch of Shine for Sheraton, a global spa concept designed exclusively for Sheraton Hotels & Resorts. On the heels of the brand’s recent $6 billion brand revitalization effort, Shine for Sheraton will debut in new properties across the globe and as a new spa solution for existing hotels and resorts.  Sheraton has selected Germaine de Capuccini, a leading global spa and skincare brand, as the preferred product partner for Shine spas. 

Shine for Sheraton was developed exclusively for Sheraton by Starwood Hotels’ in-house spa team to offer both business and leisure guests an upscale, approachable spa experience.  In collaboration with Shine’s preferred product partner, Germaine De Capuccini, the spa offers five signature treatments – including a massage, facial, body treatment, manicure/pedicure and a treatment for two - to help guests find their glow. Sheraton also utilized guest feedback when designing the spa concept. Research reveals that the Sheraton guest values the quality of luxury, but not the pretense often accompanying it.  Eight out of 10 Sheraton guests are likely to consider using spa services when traveling, including male guests - 54% only visit spas while traveling.

“Introducing the Shine spa experience across our portfolio on the heels of our $6 billion revitalization effort will be an invaluable, welcome addition to the Sheraton guest experience,” said Hoyt H. Harper, II, senior vice president for Sheraton. “With this global roll-out, we plan to make spa a cornerstone of the Sheraton brand experience, one that guests will truly embrace as part of their lifestyle.”

The brand’s signature new spa offering is currently available at select hotels in China, Vietnam, the Maldives and the Slovak Republic. The global roll out of Shine for Sheraton will continue with l2 openings scheduled over the next 15 months including the Sheraton Shanghai Hong Kou, the Sheraton Beijing Dongcheng and the Sheraton Yantai Golden Beach Resort followed by further expansion in North and Latin America. 

Designed to evoke a welcoming and relaxing arrival, Shine for Sheraton spas will utilize colors and materials that covey a playful yet upscale environment.  Rich, lustrous materials in warm creams, browns and burnished gold will be 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 will be incorporated in homage to the spa name. At Shine spas, conversation will be welcome as Sheraton believes that life is better when shared. 

About Starwood Hotels & Resorts
Starwood Hotels & Resorts Worldwide, Inc. is one of the leading hotel and leisure companies in the world with 1000 properties in nearly 100 countries and territories with 145,000 employees at its owned and managed properties. Starwood Hotels is a fully integrated owner, operator and franchisor of hotels, resorts and residences with the following internationally renowned brands: St. Regis®, The Luxury Collection®, W®, Westin®, Le Méridien®, Sheraton®, Four Points® by Sheraton, and the recently launched Aloft®, and Element SM.  Starwood Hotels also owns Starwood Vacation Ownership, Inc., one of the premier developers and operators of high quality vacation interval ownership resorts. For more information, please visit

(Note: This press release contains forward-looking statements within the meaning of federal securities regulations. Forward-looking statements are not guarantees of future performance or events and involve risks and uncertainties and other factors that may cause actual results or events to differ materially from those anticipated at the time the forward-looking statements are made. These risks and uncertainties are presented in detail in our filings with the Securities and Exchange Commission. Although we believe the expectations reflected in such forward-looking statements are based upon reasonable assumptions, we can give no assurance that our expectations will be attained or that results and events will not materially differ. We undertake no obligation to publicly update or revise any forward-looking statement, whether as a result of new information, future events or otherwise.)  The names of actual companies and products mentioned herein may be the trademarks of their respective owners.


Jaclyn Letschert
212-228-1500 x17

Also See: Create a Profitable Spa by Capitalizing on Concepts / Mindy Terry / July 2009
Profitable Spas: Be On-Trend Rather Than Trendy / Dr. Judy Singer / May 2008

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