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TOP TEAM : HILTON WORLDWIDE DAVE HORTON


Global head, Hilton Hotels & Resorts


WHEN AND WHY DID YOU JOIN HILTON? I’ve been employed by Hilton for my entire 32-year career. I thought I was begin- ning a part-time job while in college, but fell in love with hospitality and the things we do as a company. I now oversee all aspects of Hilton Hotels & Resorts which comprises more than 540 hotels in 78 countries – more countries than any other upscale brand.


WHAT CAN YOU TELL ME ABOUT H360?, H360 is Hilton’s new strategic plan for con- tinued relevance and leadership. We’ve conducted the greatest global consumer research in our history, interviewing 22,000 people, to help us understand the expecta- tions that travellers have today and how we can prepare for their future needs. H360 is the name of this fresh global perspective that puts our guests at the centre of everything we do. T rough H360 we will continue to inno- vate and lead and we’re driving signifi cant


change to the guest experience on a global scale from guestroom design, lobby and community spaces, food and beverage and so many other areas. Eforea: spa at Hilton is also a


direct result of H360. It pairs our understanding of global travel with leading [skincare] product partners to provide an innova-


tive spa experience for the customer.


HOW IMPORTANT ARE SPAS FOR THE HILTON BRAND? T ey’re incredibly impor- tant for several reasons. Few people may realise that we’re one of the world’s largest spa providers. T e Hilton Hotels & Resorts brand alone has more than 127 spas, so it’s essential to provide owners with cost- effective solutions that are both easy to implement and best in class. From the guest perspective, spa provides unique opportuni- ties to communicate our brand promise – to ensure every guest feels cared for, valued and respected – and build loyalty. Spas are about healing, caring and nurturing. Ultimately, we are in the experience business and these essential elements give spa a unique ability to deliver a refreshing, memorable on-prop- erty guest experience.


A compelling spa offering can increase length of stay and can be an important contributor to blended [business and leisure] travel that emerged in the downturn


WHAT DO SPAS BRING TO THE BUSINESS AS A WHOLE? Spas provide great value to upscale, full-service brands. For many con- sumers, they are a deciding factor when choosing a hotel. A compelling spa off ering can increase length of stay and can be an important contributor to blended travel – the blending of business and leisure travel, which emerged in the economic downturn. T rough eforea, we are attracting male


business travellers with our men’s journey, spa afi cionados who enjoy our technolog- ically advanced treatments and our resort guests who appreciate our collection of wellness-focused experiences. Retail has also opened new doors for us. Our eforea locations feature interactive travel bars that encourage guests to explore product lines and we worked with our partners to create travel size products that are widely popular.


WHAT ARE YOUR MAIN GOALS AND HOW DO SPAS FIT INTO THIS? We have a laser focus on the needs and wants of our cus- tomers and we will continue to evolve our brand and off ering to meet and exceed these expectations. Spa is a core part of our jour- ney because eforea is growing at such a rapid pace and because it will be a key element that diff erentiates us.


Hilton Worldwide’s spa team


As well as Lowman, Crabbe and Main, there are two other key regional spa directors who make up the core spa team at Hilton Worldwide.


■ Louise Moore, director of spa oper- ations and development (Europe). Moore joined Hilton in January 2007 and initially worked on all markets outside of the US before focusing solely on Europe in 2010. She cur- rently oversees 81 spas and has 26 more in development. Previously Moore worked in executive positions in the health and fi tness, spa, leisure


Eforea spas provide Hilton with a unique opportunity to communicate its brand promise – ensuring guests feel cared for, valued and respected – says Horton


32 Read Spa Business online spabusiness.com / digital


and hospitality industry in the UK. ■ Sharon Barcock is Hilton’s direc- tor of spa operations and development (Middle East and Africa). Barcock took up the role in December 2009 and today looks aſt er 27 existing spas across all hotel brands and has nine more in the pipeline. She has been based in Dubai for the last nine years and previous posts include spa director roles at Mandara Spa at the Monarch Dubai and T e Fairmont Dubai.


SPA BUSINESS 3 2011 ©Cybertrek 2011


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