Sheraton brand chief Hoyt Harper II said that the new, non-Bliss-brand, Shine, is "the same formula, the same packaging and also made by the same vendor."
So why the change? The move is a byproduct of Starwood’s recent $100 million sale of its Bliss spa unit to Steiner Leisure Limited.
With one of those non-sequitors for which American executives are famous, Hoyt Harper II said, "With the sale of Bliss, we had an opportunity to strengthen our own brand position by building on the Shine name."
No cause to panic as yet. You can still get your Bliss spa most places as Shine is only available at the Sheraton Maldives and Sheraton Bratislava in Slovakia. But six more are set to open this year in Sheratons in China, and 12 more are set to open next year, including the first in North America.
Hotel-Check-in reported that Hoyt Harper II said, "we were waiting until we made critical mass."