SHORT HILLS, New Jersey—Hilton Worldwide is debuting its new spa brand, Eforea, at the Hilton Short Hills in New Jersey today, with plans to rapidly roll out the spa concept globally.
In a statement, Hilton says Eforea is “a turnkey spa solution that owners can easily implement and customize.”
Eforea primarily will be attached to the Hilton Hotels and Resorts brand but will not be mandatory. It also will be available for developers of Doubletree and Embassy Suites properties.
Hilton said it has more than 80 properties in development that are committed to including a spa and anticipates “the spa of choice for these properties will be Eforea.”
The spa’s Arrival Lounge is fitted with a custom design lighting element that brightens as guests walk from treatment rooms.
Hilton Hotels and Resorts already provides spa services at 123 properties worldwide. The company said Eforea has the potential to become one of the largest spa operations in the world with its “consistent standards, customizable key elements and easy implementation.”
In the statement, Dave Horton, global head for Hilton Hotels and Resorts, said: “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 word Eforea is meant to provide “a refreshing identity that is unexpected in a spa world often dominated by sameness.”
Three “signature spa journeys” make up the Eforea concept, according to Hilton, each varying in the beauty products and treatments used. A “Men’s Journey” will be geared toward men with treatments including a Signature Body Repair with a heated bamboo massage.
The spa concept will feature several design elements, including state-of-the-art sound- and aroma-diffusing systems. 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 guest treatments.
Hilton has worked with some well-known spa product companies in developing Eforea, including Kerstin Florian, LI’TYA and VitaMan.