Hilton Unveils New Spa Concept

MCLEAN, VIRGINIA Hilton Hotels & Resorts unveils Eforea: Spa at Hilton, a new global turnkey spa concept. In conceptualizing Eforea, Hilton culled best elements and practices from spas in Europe, Asia Pacific, the Middle East, Africa and the Americas.

Hilton 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.

The first Eforea debuts today at Hilton Short Hills, New Jersey. Subsequent openings are scheduled in Thailand, Australia, United Arab Emirates, Japan and the Maldives. Eforea will also be available for the Doubletree and Embassy Suites Hotels brands.

“Eforea delivers the high standards guests expect from Hilton and further reinforces our position as the stylish, forward-thinking leader of global hospitality,” says Dave Horton, global head of the Hilton Hotels & Resorts brand. “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.”

Hilton believes that Eforea has the potential to become one of the world’s largest spa operations, touting its consistent standards, customizable key elements and easy implementation. “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,” says Tyra Lowman, senior director of spas for Hilton Worldwide’s full-service and luxury brands. “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.”

 
 
 

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. The Eforea name “transcends the languages of the 76 countries” where Hilton hotels are located, the company says. “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.”

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 noninvasive facelift technology. The Escape Journey is a set of holistic experiences fusing organic plant ingredients with traditional healing practices, using products from the LI’TYA organic product line. The third signature treatment is Men’s Journey, a collection of goal-driven treatments engineered for men, including the Signature Body Repair with a heated bamboo massage. Each journey is comprised of a selection of face, body and massage treatments with select add-in options.

The Eforea concept features innovative elements to create memorable experiences in a “purposefully modern” setting. A notable element is the Vichy shower design, with cocoon-like, curved walls meant to create a warm, relaxing environment. All treatment rooms feature an integrated music speaker and aroma-diffusing system. Another technology 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.

Embodying Eforea’s “emerge brighter” promise, the spa’s arrival lounge is fitted with a custom 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.