Hospitality Design - March 2011 - 60
I TA L I A N
5 questions for…
Global Head, Hilton Hotels & Resorts
You just launched Hilton’s own spa brand eforea. How did the idea come about? Why now?
Multiple factors led us to eforea: spa at Hilton. First, Hilton is already one of the world’s largest spa operators, with 123 spas in operation at our properties today. Secondly, our comprehensive global research tells us that spas are an integral part of the travel experience, and for many, a deciding factor when booking. Additionally, we currently have the strongest development pipeline in the history of our brand and a spa is of notable importance in many of the new markets we are exploring. Strong brands see challenging economic times as opportunities for innovation. We knew that there wasn’t a better time to invest in this part of our future.
Can you share the main principles behind eforea?
Travel today can be incredibly fast-paced and stressful. The eforea promise is to help our guests ‘emerge brighter’ by bringing balance and wellness to the body. We leveraged our own expertise in global travel with leaders in the spa space—ITAMAN, LI’TYA, and Kerstin Florian—to create this unique experience that invites travelers to explore three thoughtful transformative journeys.
And the name?
The eforea name and its butter y logo speak to travelers’ desire to relax and renew. We wanted a name that described the transformative experience we provide our guests, so we created a unique name that conveys this essence and transcends the languages of the 76 countries we serve.
Design-wise, what can we expect to see?
The purposefully modern design of eforea is largely inspired by the concept of ‘Pod Living.’ The design features freestanding thermal pods, separate grooming and therapy units, and individual experience showers. This streamlined contemporary approach also serves to increase guest privacy and reinforce the therapeutic spa experience. We made a point of allowing ways for owners to customize certain design elements to adopt for cultural and regional in uences. Signature design elements will transcend every spa location, including a cocoon-like Vichy Shower Room and an integrated music speaker and aroma diffusing system.
G ar r e t t
What does your development pipeline look like?
Following the opening at Hilton Short Hills in New Jersey, we now have more than 90 spas scheduled to open in locations as diverse as Thailand, Australia, United Arab Emirates, and the Maldives. [Besides] the full-service brands, we are [also] receiving great interest from owners of DoubleTree and Embassy Suites properties as well.