Global/Corporate News

Hilton Hotels & Resorts Launches eforea: spa at Hilton

New Innovative Global Spa Concept Features Exclusive Treatment Journeys And Innovative Design Elements

October 21, 2010  |  This information originated in American English.
 

MCLEAN, Va., DUBAI, LONDON and SINGAPORE -  Hilton Hotels & Resorts unveils eforea: spa at Hilton, its new global spa concept that is poised to be one of the world's fastest growing spa brands. eforea: spa at Hilton features an exclusive menu of treatment journeys and innovative design elements, all providing a turnkey spa solution that owners can easily implement and customize. Leveraging its global reach and expertise, Hilton pulled the best elements and practices from Europe, Asia Pacific, Middle East and Africa and the Americas to create a unique concept for today's savvy global travelers.

Hilton Hotels & Resorts is one of the largest providers of spa services with 123 in operation at its properties worldwide. The Hilton Hotels & Resorts brand currently has more than 80 properties in development that are committed to including a spa and anticipates that the spa of choice for these properties will be eforea.

"Today we raise the on-property spa experience to a new level with the introduction of our innovative global spa concept - eforea: spa at Hilton," said Dave Horton, global head, Hilton Hotels & Resorts brand. "eforea delivers the high standards guests expect from Hilton and further reinforces our position as the stylish, forward-thinking leader of global hospitality. With today's opening at Hilton Short Hills and more than 80 spas currently in our global pipeline, eforea has the potential to evolve the spa segment of our industry on a global scale."

The first eforea: spa at Hilton, debuts today at Hilton Short Hills, a AAA Four Diamond hotel located in Short Hills, New Jersey and 45 minutes outside of Manhattan. The star-studded grand opening celebration includes a fashion show in collaboration with Boho, an eco-fashion, lifestyle magazine; and a book signing with celebrity chef Bethenny Frankel in support of the American Cancer Society. A global trail of openings is scheduled to follow in countries as diverse as Thailand, Australia, United Arab Emirates, Japan and the Maldives. Designed by the flagship brand of Hilton Worldwide, eforea will also be available at Doubletree and Embassy Suites Hotels properties.

In creating the word eforea, Hilton provides a refreshing identity that is unexpected in a spa world often dominated by sameness. The concept name is as unique as the iconic Hilton brand and transcends the languages of the 76 countries it serves. In an increasingly fast-paced and sometimes stressful world, today's business and leisure travelers are looking for ways to attain a calmer, more spiritual place; the word eforea was created to describe that place. The eforea brand promise is to bring balance and wellness to the body and take guests on a transformative journey of the senses, helping them to emerge brighter, hence the brand's signature icon -- a butterfly freed from its cocoon.

Customized Experiences
At the core of the eforea concept are three signature spa journeys that pair a therapeutic approach with transformative journeys of the senses.  The Essentials Journey features Kerstin Florian products along with a Signature Correcting Facial featuring Microcurrent technology. This unique treatment marries potent botanicals, cosmeceutical ingredients and advanced, non-invasive facelift technology. The Escape Journey is a set of holistic experiences fusing organic plant ingredients with traditional healing practices such as the Hilton Head-to-Toe Revitalization, an experience using products from the LI'TYA organic product line. Making men a priority, rather than an afterthought, Hilton created its custom Men's Journey, a collection of goal driven treatments engineered for men including the Signature Body Repair with a heated bamboo massage created especially for Hilton. Each journey is comprised of a selection of face, body, and massage treatments with select add-in options.

Innovative Design Features
The eforea concept features innovative elements to create memorable experiences in a "purposefully modern" setting. A notable element is the Vichy shower design that will be featured in eforea spas. Spa aficionados will notice the intimate and comfortable feel of the cocoon-like, signature-curved walls of the vichy shower room, creating a warm, relaxing environment compared to the traditional cold, clinical shower rooms. All treatment rooms feature an integrated music speaker and aroma-diffusing system, which simultaneously disperses signature scents throughout the room while playing soothing music to enhance the relaxing spa environment. Another technology that will be featured in eforea spas is the K-Lift, Age Management System, providing a multi-phase approach that combines Red LED Light, advanced Impulsed MicroCurrent and a Transdermal Delivery System to achieve a smooth, lifted appearance.

Synergy with Spa Experts
A cornerstone of the eforea experience is synergy between the world's leading hospitality company and some of the world's top spa product brands chosen for their exceptional quality and expertise. Kerstin Florian offers a progressive range of results-oriented European facial, body and bath products and treatments sourced from natural resources that include algae, mud, herbal extracts, thermal mineral water and essential oils. The product line is founded in advanced phytotherapy, aromatherapy, thermal mineral, herbal and marine technology. LI'TYA draws on the revitalizing and restorative powers of Australia's native resources to provide a holistic spa experience. VitaMan provides a comprehensive line of Australian-made natural spa and grooming products formulated specifically for men.

eforea Experience
Embodying eforea's "emerge brighter" promise, the spa's Arrival Lounge is fitted with a custom design lighting element that brightens as guests walk from treatment rooms. The Changing Lounge includes a dry and wet changing pod and grooming unit; and the Thermal Lounge offers hot and cold therapies as a precursor to guests' spa experiences. The Transition Lounge transports spa-goers into a state of relaxation, while therapy rooms are designed as havens of comfort, intimacy and escape.  Finally, the spa's retail solution provides guests the tools necessary to extend their spa experience through their travels. 

Turnkey Spa Solution For Owners & Consistent Global Standards
eforea has the potential to become one of the world's largest spa operations with its consistent standards, customizable key elements and easy implementation.  The eforea concept can enhance guests' overall on-property experience, while also contributing to the global presence of the iconic Hilton brand that boasts properties in more countries than any other full-service brand.

"Hotel owners and investors have long been searching for a turnkey spa solution that is easy to implement yet meets guests' needs across the globe," said Tyra Lowman, senior director of spas - full service and luxury brands, Hilton Worldwide. "eforea's new cutting-edge design concept is complemented by the ease of standard operating procedures, global supply agreements, an exclusive treatment menu and training - which together can make opening a new spa simpler and more profitable for our hotels."

Media can find more information, watch video interviews and enjoy virtual tours of eforea at www.hiltonglobalmediacenter.com/eforea.

 

Contact:
John Forrest Ales, Hilton Hotels & Resorts
+ 1 703 883 5212
johnforrest.ales@hilton.com

Niki Jensen, Murphy O'Brien (for Hilton Hotels & Resorts)
+ 1 310 586 7122
njensen@murphyobrien.com

 

About Hilton Hilton (NYSE: HLT) is a leading global hospitality company, with a portfolio of 14 world-class brands comprising more than 5,100 properties with nearly 838,000 rooms in 103 countries and territories. Hilton is dedicated to fulfilling its mission to be the world’s most hospitable company by delivering exceptional experiences – every hotel, every guest, every time. The company's portfolio includes Hilton Hotels & Resorts, Waldorf Astoria Hotels & Resorts, Conrad Hotels & Resorts, Canopy by Hilton, Curio Collection by Hilton, DoubleTree by Hilton, Tapestry Collection by Hilton, Embassy Suites by Hilton, Hilton Garden Inn, Hampton by Hilton, Tru by Hilton, Homewood Suites by Hilton, Home2 Suites by Hilton and Hilton Grand Vacations. The company also manages an award-winning customer loyalty program, Hilton Honors. Hilton Honors members who book directly through preferred Hilton channels have access to instant benefits, including a flexible payment slider that allows members to choose exactly how many Points to combine with money, an exclusive member discount that can’t be found anywhere else and free standard Wi-Fi. Visit newsroom.hilton.com for more information and connect with Hilton on Facebook, Twitter, LinkedIn, Instagram, and YouTube. About Hilton Hotels & Resorts For nearly a century, Hilton Hotels & Resorts has been proudly welcoming the world's travelers. With more than 570 hotels across six continents, Hilton Hotels & Resorts provides the foundation for memorable travel experiences and values every guest who walks through its doors. As the flagship brand of Hilton, Hilton Hotels & Resorts continues to set the standard for hospitality, providing new product innovations and services to meet guests' evolving needs. Hilton Hotels & Resorts is a part of the award-winning Hilton Honors program. Hilton Honors members who book directly through preferred Hilton channels have access to instant benefits, including a flexible payment slider that allows members to choose nearly any combination of Points and money to book a stay, an exclusive member discount that can’t be found anywhere else, free standard Wi-Fi and digital amenities like digital check-in with room selection and Digital Key (select locations), available exclusively through the industry-leading Hilton Honors app. Begin your journey at www.hilton.com and learn more about the brand by visiting news.hilton.com or following us on Facebook, Twitter and Instagram.