SHORT HILLS N.J. -- Hilton is launching a spa brand called Eforea that will be rolled out rapidly in Hilton hotels around the world. A Hilton statement called Eforea "a turnkey spa solution that owners can easily implement and customize."
The spa concept is to make its debut at the Hilton Short Hills here on Thursday.
Hilton said it already provides spa services at 123 properties worldwide. The company said that Eforea had the potential to become one of the largest spa operations in the world with its "consistent standards, customizable key elements and easy implementation."
The statement noted that Hilton "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." However, Eforea will not be mandatory for Hilton-branded hotels. It will also be available at Doubletree and Embassy Suites properties that choose to incorporate it.
Three "signature spa journeys," which vary in the beauty products and treatments used, make up the Eforea concept. One is geared to men, with treatments like the Signature Body Repair, which includes a heated bamboo massage.
Hilton has worked with some well known spa product companies in developing Eforea, including Kerstin Florian, Li'tya and VitaMan.
The spas will feature several design features, including state-of-the-art sound- and aroma-diffusing systems, Hilton said.