member profile
Target Market
In the creation of eforea, Hilton purposefully kept the male demographic in mind.
The spa’s male customers account for
about 30 percent of its total clientele. As a
result, eforea decided to collaborate with
VitaMan, a line of natural spa and grooming products for men.
“The Men’s Journey, featuring VitaMan
products, was developed to meet the needs
and growing demographic of male spa
guests. This spa concept is a key offering
for our strong base of business travelers
while also presenting another compelling
reason for leisure guests to choose Hilton,”
Lowman says.
While eforea’s journey treatments are
specifically themed in some way, the
overall spa concept is designed to appeal to
a wide variety of Hilton guests from around
the world, including both the business
traveler and leisure guest.
“Our guests are looking for a cus14 PULSE
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October 2011
tomized experience. For the guest stepping off a plane, we have the Jet Lag
Therapy that is specifically designed to
rehydrate and re-mineralize your body
and offers a signature scalp massage and
a warm foot treatment,” Webster says. “If
a guest is looking to jump start his or her
diet, we have a Slimming Detox Body
Treatment. There is something for everyone in one of our spa journeys.”
Since its launch at the Hilton Short
Hills, eforea: spa at Hilton has seen a mixed
clientele of both hotel and local guests—
hotel guests account for about 30 percent
of the spa’s clientele, while 70 percent of
guests are from the local community.
During the weekdays, the majority of customers are business travelers. The
weekends attract individuals on getaways
from the city, including special events like
birthdays and bachelorette parties.
Recently, the spa opened an additional
treatment room to accommodate guest
demand.
“Being in such close proximity to New
York City, the spa has become a great
weekend destination. The on-property
restaurants and eforea allow our guest to
visit over the weekend and use our hotel as
a retreat from the hustle-and-bustle of the
city,” Webster says. “Hilton Short Hills is
close to home, but these experiences will
make our guests feel far away and rejuvenated after a weekend get-away.”
As part of its marketing strategy, the
Short Hills spa is utilizing various promotions to get new customers through the
door. Recently, it ran a “Perfect Day at
eforea” promotion, rewarding new and
loyal guests with a $50 discount on services of $125 or more. The Short Hills spa
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