Sheraton Hotels, the Starwood Hotels and Resorts-owned hospitality operator, has unveiled plans for an "aggressive" expansion of its signature hotel spa portfolio by 2015.

The group is proposing to launch 23 new Shine-branded spas across Asia, the Middle East and Eastern Europe as part of its continued focus in some of the world's fastest-growing markets.

Sheraton will open 10 Shine Spas this year alone, with the new Sheraton Macao Hotel - the brand's largest property - and Sheraton Fuzhou Hotel among those set to include spa facilities.

Starwood director of global spa development and operations Jeremy McCarthy revealed that "growing demand for luxury services" had influenced the decision to expand the Shine estate.

"The Shine Spa for Sheraton concept fulfils that demand and provides a relaxing and pampering spa experience designed specifically for the Sheraton guest," said McCarthy.

"We've learned from our research that the Sheraton guest values the quality of luxury, but not the pretence often accompanying it."

Shine Spa launched in 2010 as a global concept offering upscale experiences at Sheraton hotels. According to the group's research, 80 per cent of guests said they would consider using a spa when travelling.

Details: www.starwoodhotels.com

Image: Shine Spa at the Sheraton Maldives Full Moon Resort and Spa