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also boasts a Spa Club, offering guests a monthly choice of a massage or facial from Monday through Thursday for a membership fee of $ 79 per month.
“ We want to encourage guests to not only pamper themselves but incorporate wellness into their lifestyle,” Webster says.“ We strive to give them something to look forward to in their busy lives.”
Global Growth Following its initial launch, the eforea: spa at Hilton brand has debuted at Hilton properties in Thailand, Australia and New Zealand. Currently, there are 93 locations in development. By the end of the year, the spa concept is scheduled to arrive in mainland China at the Hilton Hangzhou Qiandao Lake Resort, Hilton Guangzhou Tianhe and Hilton Shanghai as well as enter the European market.
“ This represents an incredible global expansion since we introduced the concept in late 2010 and we continue to see great interest and enthusiasm from owners,” Lowman says.
One of the major reasons the concept is growing so rapidly is the ease at which it can be implemented by owners into Hilton properties as well as its cost-effective design, which Lowman says takes the guesswork out of operations and development.
“ The cutting-edge design concept is complemented with the ease of standard operating procedures, global supply agreements, exclusive treatment menu and training— which together make opening a new spa simpler and more profitable worldwide,” she says.“ Our retail space includes full size products and special travel size products so guests can continue their spa experience throughout their travels. This creates new revenue opportunities for owners.”
Future Strategy Nearly a year after its launch, eforea: spa at Hilton continues to develop its repertoire of treatments and products in partnership with skin-care expert Peter Thomas Roth.
“ We are particularly excited that eforea will be the exclusive retail provider of Aloe Tonic, Mega-Rich Body Lotion, Clinical Peel and Reveal Dermal Resurfacer, Anti- Aging Cleansing Gel and Anti-Aging Buffing,” Lowman says.“ All products sold at eforea spas will be available on hiltontohome. com, the Hilton brand’ s retail site.”
New treatments exclusive to eforea: spa at Hilton was officially offered to guests in September.
A brand available to owners and developers across the Hilton Hotels and Resorts, DoubleTree by Hilton and Embassy Suites Hotels brands, eforea: spa at Hilton is poised to grow rapidly across the 27 countries the hotel chain represents. More than just a spa, the eforea: spa at Hilton concept is one that contributes to the overall hotel guest experience, Webster says, enticing customers to return to Hilton properties again and again. ■
FASTFACTS
In October 2010, Hilton Hotels and Resorts officially launched its latest spa brand, eforea: spa at Hilton, at the Hilton Short Hills in New Jersey. Reality star and celebrity chef Bethenny Frankel was on hand to usher in the spa’ s grand opening.
ABOUT THE SPA
Spa type: Hotel spa
Launch date: Brand launched Oct. 21, 2010
Space in square footage: 16,900 square feet including an indoor pool, locker rooms, treatment rooms and fitness center. In addition, there is an outdoor pool, which is opened seasonally.
Number of treatment rooms: 13 Interior designer: Hilton Brand Design Number of full-time spa staff: 40
Method of staff compensation: Service and product commission
Staff training: Extensive three-week training for the spa team members prior to opening and quarterly refresher trainings.
Guest ratio( women vs. men): 70 percent / 30 percent
Contact details: Hilton Short Hills 41 JFK Parkway Short Hills, New Jersey USA 07078 Phone: 1.973.379.0100 Web site: hiltonshorthills. com
16 PULSE ■ October 2011