Sheraton Hotels & Resorts is slowly and quietly launching a new spa and amenities brand called Shine, replacing the Bliss line of products that now only appears in W Hotels and St. Regis Hotels & Resorts.Sheraton brand chief Hoyt Harper tells USA Today's Barbara De Lollis that Shine—derived from a former Bliss sub-brand of the same name and manufactured by the same vendor—is being groomed as a Sheraton-exclusive spa brand. Shine spas are open at Sheraton Maldives and Sheraton Bratislava, with six more due to open this year and another dozen in the pipeline for 2011, including in North America.
The Shine brand remains in a soft-launch phase. Harper commented on the new brand only after De Lollis inquired based on a guest tip.
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