A new in-house concept called Iridium Spa is to be introduced within Starwood Hotels and Resorts' St Regis brand.

Speaking exclusively to Spa Business, Starwood's director of global spa brands and programming, Mia Kyricos, said: "Iridium Spa is a concept born from the DNA of our brand, originating with the famed Iridium Room [a prestigious ballroom] at The St Regis New York in 1938."

Iridium Spa will fit with guests who are the most discerning of Starwood customers being "generally the wealthiest and the most well-travelled" (see SB10/3 p24). The first Iridium Spa will debut at The St Regis Lhasa Resort in Tibet at the end of 2010. Facilities will include a signature relaxation area - the Iridium Room - as well as a stunning, gold-tiled swimming pool.

Further St Regis properties in the pipeline for 2011 include one European opening as well as two in China, launching in the fourth quarter. Asia is also a key market for the rollout, followed by EAME.

With the Iridium Spa launch, owners will be able to choose from two spa concepts developed exclusively for St Regis; the other is Bliss World Holdings' Remède Spa.