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Hilton Hotels & Resorts Launches eforea: spa at Hilton

New Innovative Global Spa Concept Features Exclusive Treatment Journeys and Innovative Design Elements.

Thursday, October 21, 2010
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Hilton Supply Management
Hilton Supply Management
Hilton Supply Managment

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.

About Hilton Hotels& Resorts
Hilton Hotels & Resorts is the stylish, forward-thinking global leader of hospitality that welcomes guests in more countries than any other full-service hotel brand. The Hilton Hotels & Resorts brand currently includes more than 530 hotels and resorts in 76 countries, and plans to serve travelers in 80 countries by the end of 2011. By offering innovative products, services and amenities, Hilton Hotels & Resorts enables travelers to be at their best 24/7, whether traveling for business or leisure. Start your journey at www.hilton.com. Hilton Hotels & Resorts is one of Hilton Worldwide's ten market-leading brands.

About Hilton Worldwide
Hilton Worldwide is the leading global hospitality company, spanning the lodging sector from luxurious full-service hotels and resorts to extended-stay suites and mid-priced hotels. For 91 years, Hilton Worldwide has been offering business and leisure travelers the finest in accommodations, service, amenities and value. The company is dedicated to continuing its tradition of providing exceptional guest experiences across its global brands. Its brands are comprised of more than 3,600 hotels and 600,000 rooms in 82 countries and include Waldorf Astoria Hotels & Resorts, Conrad Hotels & Resorts, Hilton Hotels & Resorts, Doubletree, Embassy Suites Hotels, Hilton Garden Inn, Hampton Hotels, Homewood Suites by Hilton, Home2 Suites by Hilton and Hilton Grand Vacations. The company also manages the world-class guest reward program Hilton HHonors®.
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