As travel becomes more stressful for many globe-trotters, Hilton Hotels and Resorts is working to relieve some of that stress through a new global spa concept. Combining design elements and practices from around the world into one brand, the new eforea: spa at Hilton offers a menu of spa treatments aimed at improving the hotel experience for Hilton guests. With more than 123 spas in operation across its global portfolio, Hilton’ s new concept is also designed to be a spa solution that Hotel owners can easily implement
BY GIANNINA SMITH BEDFORD regardless of their location.
“ Hilton has always been an innovative leader and we want to provide our guests with a relevant, unique spa experience and our owners with a proven concept that is easy to implement and can be customized for any of the countries in which our brand operates,” says Tyra Lowman, senior director of spas for Hilton Hotels and Resorts.
Making its debut in October 2010 at the Hilton Short Hills in New Jersey, eforea: spa at Hilton was ushered in by a grand opening celebration that included a fashion show and book signing with celebrity chef Bethenny Frankel. Since the opening, the spa and hotel has put a focus on marketing and getting the word out to the local community about the new spa experience.
“ There has been lots of excitement and buzz with the eforea: spa at Hilton opening at our hotel,” say Peter Webster, Hilton Short Hills general manager.“ Our largest operational challenge was having the spa closed for several months prior to the eforea launch. Post-opening, we have put a focus on marketing the new spa concept and informing the local community that we are open again and that the experience is better than ever.”
Spa Concepts In developing the new spa concept, Hilton created the word“ eforea” to provide a unique identity that would transcend the languages in the 76 countries it serves. Aimed at providing world travelers with balance and wellness, eforea: spa at Hilton offers a service menu comprised of three customizable spa“ journeys” each aimed at a particular therapeutic approach and result.
The Escape Journey featuring LI’ TYA products incorporates a set of holistic experiences utilizing organic ingredients; The Essentials Journey— with Kerstin Florian and Peter Thomas Roth products— is comprised of technologically advanced treatments while The Men’ s Journey using VitaMan products is a collection of problem-solving experiences designed specifically for men. Each of the journeys incorporates face, body and massage treatments with add-in options.
“ Hilton did an extensive search to pick the right product partners for the spa,” Webster says.“ The products and brands chosen were designed to create a global spa experience, and with organic, natural and scientific, results-driven practices, eforea gives every type of traveler the unique therapeutic journey they seek.”
October 2011 ■ PULSE 13