TOP TEAM: HILTON WORLDWIDE
We’re looking to develop more spa concepts that range from brand-wide solutions, to a single concept for an individual property. My long-term goal is to drive the spa discipline forward within Hilton Worldwide and the industry
TYRA LOWMAN
Senior director global spa brands, luxury and full service, Hilton Worldwide
WHAT DOES YOUR ROLE ENTAIL? I joined Hilton World- wide in mid-2009 to shape the direction of spa across the company. I lead the strategic vision and long-term plan for spas within the full-service and luxury brands (see p33). I write all spa standards, develop metrics for measuring our success, create and manage new spa concepts and more generally serve as the spa discipline champion for our hotel brands.
WHAT’S THE OVERALL COMPANY VISION AND HOW DO YOU IMPLEMENT IT? Our goals are to continue to be a globally recog- nised leader in the spa space, achieving this through high standards of quality, innova- tive products and services and smart use of the Hilton Worldwide engine – all leading to strong returns on investment and an ele- vated image for our brand.
WHAT IS THE EFOREA: SPA AT HILTON CONCEPT? The new spa solution features an exclusive menu of treatment journeys and innovative design elements, all providing a turnkey spa solution owners can easily implement and customise. One of the elements that dis- tinguishes the eforea concept
is the approach to treatments, which are categorised under three customisable spa journeys: Te Escape Journey for the urban guest who may need a moment away from a busy day, Te Essentials Journey for the more seasoned spa aficionado or vacation guest focused on longer-term results and the Men’s Journey offering problem-solv- ing solutions created specifically for men. We created the concept following extensive
consumer research and targeted focus groups. We also drew on the knowledge of our regional spa directors and their best practices.
WHAT WAS THE REASON FOR CREATING AN IN-HOUSE SPA BRAND? With the most recognised name in the hotel industry, it was a natural extension for Hilton to create its
own spa concept. We saw great opportunity to create a distinct spa identity for our full- service brands – Hilton Hotels & Resorts, DoubleTree by Hilton and Embassy Suites Hotels – that represent a key cross section of our business and leisure guests.
HOW WILL YOU MAINTAIN BRAND CON- SISTENCY? As well as our brand standards and identity guidelines for spas, we have a group of quality assurance auditors who reg- ularly audit our hotels and spas.
WHAT DIFFICULTIES DO YOU FACE? With such a diverse and wide-reaching collection of hotels globally, it can be a challenge to work with various departments and brands, but this close coordination helps us to imple- ment changes quickly and raise the bar on our guest experience.
WHAT ARE YOUR GOALS? Currently, we are looking to develop more spa concepts that range from brand-wide solutions, to a single concept for an individual property. My longer term goal is to drive the spa dis- cipline forward within Hilton Worldwide and the industry.
EFOREA: SPA AT HILTON
U
nique selling points of eforea: spa at Hilton include three customis- able journeys: Essentials, featuring
Kerstin Florian products; Escape for holistic experiences using Li’Tya; and the Men’s jour- ney incorporating the VitaMan line. Each of these journeys are made up of a number of face, body and massage treatments with prices starting at us$125 (€89, £78) for a 60-minute massage. A typical layout includes a series of
lounges – arrival, changing, transition and thermal – the treatment rooms and a retail
area accompanied by thoughtful design touches. Te arrival lounge, for example, fea- tures a dynamic retail space, while treatment rooms will boast integrating music speakers with aroma diffusing systems. In some spas, the arrival lounge will also feature a custom- designed lighting element that brightens as guests walk in. As a turnkey concept, eforea is also backed
up with a design and construction manual, standard operating procedures, global sup- ply agreements (with negotiated pricing) and a treatment menu plus training.
30 Read Spa Business online
spabusiness.com / digital
Eforea openings* n
n n n n
Hilton Short Hills, New Jersey, US (October 2010)
Millennium Hilton Bangkok, Thailand (March 2011)
Hilton on the Park Melbourne, Australia (April 2011)
Hilton Pattaya, Thailand (May 2011)
Hilton Queenstown, New Zealand (May 2011)
*Nine more eforea spas are expected to be up and running by the end of 2011
SPA BUSINESS 3 2011 ©Cybertrek 2011
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