eforea_pulsemagazine_oct 2011

PULSEO C T O B E R 2 0 1 1 E X P E R I E N C E I S PA . CO M

®

The MANY FACES of the GLOBAL SPA CONSUMER

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12 PULSE � October 2011

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EFOREA: SPA AT HILTONLaunching a Global Spa Brand

“Guests who have a spa experience when staying with us generally score usapproximately 10 percent higher in our guest satisfaction survey than guests whodo not enjoy the spa,” Webster says. “This shows how important the eforea spa isto our hotel as well as the overall experience that we offer to our guests.”

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As travel becomes more stressful for many globe-trotters, Hilton Hotels andResorts is working to relieve some of that stress through a new global spaconcept. Combining design elements and practices from around the worldinto one brand, the new eforea: spa at Hilton offers a menu of spa treatmentsaimed at improving the hotel experience for Hilton guests. With more than

123 spas in operation across its global portfolio, Hilton’s new concept is also designed to bea spa solution that Hotel owners can easily implementregardless of their location.

“Hilton has always been an innovative leader and we want to provide our guests with a rel-evant, unique spa experience and our owners with a proven concept that is easy to implementand can be customized for any of the countries in which our brand operates,” says TyraLowman, senior director of spas for Hilton Hotels and Resorts.

Making its debut in October 2010 at the Hilton Short Hills in New Jersey, eforea: spa atHilton was ushered in by a grand opening celebration that included a fashion show andbook signing with celebrity chef Bethenny Frankel. Since the opening, the spa and hotelhas put a focus on marketing and getting the word out to the local community about thenew spa experience.

“There has been lots of excitement and buzz with the eforea: spa at Hilton opening at ourhotel,” say Peter Webster, Hilton Short Hills general manager. “Our largest operational chal-lenge was having the spa closed for several months prior to the eforea launch. Post-opening,we have put a focus on marketing the new spa concept and informing the local communitythat we are open again and that the experience is better than ever.”

Spa ConceptsIn developing the new spa concept, Hilton created the word “eforea” to provide a unique iden-tity that would transcend the languages in the 76 countries it serves. Aimed at providing worldtravelers with balance and wellness, eforea: spa at Hilton offers a service menu comprised ofthree customizable spa “journeys” each aimed at a particular therapeutic approach and result.

The Escape Journey featuring LI’TYA products incorporates a set of holistic experiences uti-lizing organic ingredients; The Essentials Journey—with Kerstin Florian and Peter Thomas Rothproducts—is comprised of technologically advanced treatments while The Men’s Journeyusing VitaMan products is a collection of problem-solving experiences designed specifically formen. Each of the journeys incorporates face, body and massage treatments with add-inoptions.

“Hilton did an extensive search to pick the right product partners for the spa,” Webstersays. “The products and brands chosen were designed to create a global spa experience,and with organic, natural and scientific, results-driven practices, eforea gives every type of trav-eler the unique therapeutic journey they seek.”

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Target MarketIn the creation of eforea, Hilton purpose-fully kept the male demographic in mind.The spa’s male customers account forabout 30 percent of its total clientele. As aresult, eforea decided to collaborate withVitaMan, a line of natural spa and groom-ing products for men.

“The Men’s Journey, featuring VitaManproducts, was developed to meet the needsand growing demographic of male spaguests. This spa concept is a key offeringfor our strong base of business travelerswhile also presenting another compellingreason for leisure guests to choose Hilton,”Lowman says.

While eforea’s journey treatments arespecifically themed in some way, theoverall spa concept is designed to appeal toa wide variety of Hilton guests from aroundthe world, including both the businesstraveler and leisure guest.

“Our guests are looking for a cus-

tomized experience. For the guest step-ping off a plane, we have the Jet LagTherapy that is specifically designed torehydrate and re-mineralize your bodyand offers a signature scalp massage anda warm foot treatment,” Webster says. “Ifa guest is looking to jump start his or herdiet, we have a Slimming Detox BodyTreatment. There is something for every-one in one of our spa journeys.”

Since its launch at the Hilton Short

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Hills, eforea: spa at Hilton has seen a mixedclientele of both hotel and local guests—hotel guests account for about 30 percentof the spa’s clientele, while 70 percent ofguests are from the local community.During the weekdays, the majority of cus-tomers are business travelers. Theweekends attract individuals on getawaysfrom the city, including special events likebirthdays and bachelorette parties.Recently, the spa opened an additionaltreatment room to accommodate guestdemand.

“Being in such close proximity to NewYork City, the spa has become a greatweekend destination. The on-propertyrestaurants and eforea allow our guest tovisit over the weekend and use our hotel asa retreat from the hustle-and-bustle of thecity,” Webster says. “Hilton Short Hills isclose to home, but these experiences willmake our guests feel far away and rejuve-nated after a weekend get-away.”

As part of its marketing strategy, theShort Hills spa is utilizing various promo-tions to get new customers through thedoor. Recently, it ran a “Perfect Day ateforea” promotion, rewarding new andloyal guests with a $50 discount on serv-ices of $125 or more. The Short Hills spa


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also boasts a Spa Club, offering guests amonthly choice of a massage or facial fromMonday through Thursday for a member-ship fee of $79 per month.

“We want to encourage guests to notonly pamper themselves but incorporatewellness into their lifestyle,” Webster says.“We strive to give them something to lookforward to in their busy lives.”

Global GrowthFollowing its initial launch, the eforea: spaat Hilton brand has debuted at Hilton prop-erties in Thailand, Australia and NewZealand. Currently, there are 93 locations indevelopment. By the end of the year, thespa concept is scheduled to arrive in main-land China at the Hilton HangzhouQiandao Lake Resort, Hilton GuangzhouTianhe and Hilton Shanghai as well asenter the European market.

“This represents an incredible globalexpansion since we introduced theconcept in late 2010 and we continue tosee great interest and enthusiasm fromowners,” Lowman says.

One of the major reasons the concept isgrowing so rapidly is the ease at which itcan be implemented by owners into Hiltonproperties as well as its cost-effectivedesign, which Lowman says takes theguesswork out of operations and develop-ment.

“The cutting-edge design concept iscomplemented with the ease of standardoperating procedures, global supply agree-ments, exclusive treatment menu andtraining—which together make opening anew spa simpler and more profitable world-wide,” she says. “Our retail space includesfull size products and special travel size

products so guests can continue their spaexperience throughout their travels. Thiscreates new revenue opportunities forowners.”

Future StrategyNearly a year after its launch, eforea: spa atHilton continues to develop its repertoire oftreatments and products in partnershipwith skin-care expert Peter Thomas Roth.

“We are particularly excited that eforeawill be the exclusive retail provider of AloeTonic, Mega-Rich Body Lotion, ClinicalPeel and Reveal Dermal Resurfacer, Anti-Aging Cleansing Gel and Anti-AgingBuffing,” Lowman says. “All products soldat eforea spas will be available on hiltonto-home.com, the Hilton brand’s retail site.”

New treatments exclusive to eforea: spaat Hilton was officially offered to guests inSeptember.

A brand available to owners and devel-opers across the Hilton Hotels and Resorts,DoubleTree by Hilton and Embassy SuitesHotels brands, eforea: spa at Hilton ispoised to grow rapidly across the 27 coun-tries the hotel chain represents. More thanjust a spa, the eforea: spa at Hilton conceptis one that contributes to the overall hotelguest experience, Webster says, enticingcustomers to return to Hilton propertiesagain and again. �

In October 2010, Hilton Hotelsand Resorts officially launchedits latest spa brand, eforea: spaat Hilton, at the Hilton ShortHills in New Jersey. Reality starand celebrity chef BethennyFrankel was on hand to usher inthe spa’s grand opening.

FASTFACTS

Spa type: Hotel spa

Launch date: Brand launched Oct. 21,2010

Space in square footage: 16,900 squarefeet including an indoor pool, locker rooms,treatment rooms and fitness center. In addi-tion, there is an outdoor pool, which isopened seasonally.

Number of treatment rooms: 13

Interior designer: Hilton Brand Design

Number of full-time spa staff: 40

Method of staff compensation: Serviceand product commission

Staff training: Extensive three-week train-ing for the spa team members prior toopening and quarterly refresher trainings.

Guest ratio (women vs. men): 70percent/30 percent

Contact details: Hilton Short Hills41 JFK ParkwayShort Hills, New JerseyUSA 07078Phone: 1.973.379.0100Web site: hiltonshorthills.com

ABOUT THE SPA


eforea_pulsemagazine_oct 2011

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