NEWS
Hilton refreshing its eforea spa brand with new short-duration Journey Enhancements
POSTED 16 Jul 2015 . BY Jane Kitchen
Hilton is refreshing its eforea spa brand after five years, adding three new short-duration treatment enhancements, revamping the logo, and allowing its global locations more freedom to choose the products and services right for their market.

“We don’t want any of our spas to have the same menus as the others – every location should be different,” Ryan Crabbe, senior director of global wellness, Hilton Worldwide, told Spa Opportunities. “...There are very distinct spa cultures around the world, and you can’t be prescriptive.”

That said, the company is still looking for a “high degree of consistency” within the eforea brand, with its mission (and tagline) of “emerging brighter.”

Crabbe said in reimagining the brand, he looked for something that was unique and memorable – a global link that guests could experience at any eforea spa worldwide.

“We wanted guests to have a really meaningful experience,” he explained. “We wanted something to scream to the customer, ‘This is special!’”

The result is three powerful mini-treatments, called Journey Enhancements – developed by master therapist Sean Jordan – that take elements of ancient healing techniques and combine them with a relaxation element.

Jordan knows his stuff. He has travelled and lived around the world since he was 18, studying Buddhism, meditation and healing massage, and has opened several healing and teaching centres, from India to Central America.

“We wanted to find somebody who brought real authenticity,” said Crabbe.

Jordan has plucked techniques from the world’s most fabled spa cultures, and spent about nine months creating the Journey Enhancements for Hilton.

The new treatments each focus on a specific area of the body: feet; head and face; or shoulder, neck and scalp, and last 25 minutes. They can be purchased a la carte, all three together, or added to a longer treatment at a reduced price.

“We want this to be a really easy, no-brainer add-on,” said Crabbe.

Jordan said he was thrilled at the opportunity to work on the eforea project with Hilton.

“The idea that I’d now be able to reach thousands of people across the world was exciting,” he explained, “(and that) a recognised, global brand (like Hilton) was coming to me to talk about healing and wellness.”

The programme debuted yesterday (15 July), but rolled out at the UK's Hilton Southampton in May, where, Louise Moore, director of spa operations and development, Europe, said they have quickly become the most popular treatments on the spa menu.

While Jordan is currently training eforea staff around the world on the new Journey Experiences, he has also created a series of in-depth training manuals and videos for the brand, and focuses particularly on the mindset of the therapist, and “getting into a state of connectedness before the journey starts,” he said.

“For me as a teacher, the therapist is the conduit,” he explained.

Crabbe said Hilton wanted to “create real learning” for its team with Jordan.

“We wanted to create new ways of self-preservation (for the therapists) while working with our guests, through meditation, breathing, or using body weight for pressure rather than force,” he explained.

As part of the relaunch of eforea, Hilton is also adding in new branding for eforea spa & healthclub to also speak to a fitness customer.

“New properties aren’t just building spas, but lifestyle and wellness centres, so fitness is very important,” said Crabbe.

Now in 22 Hilton, Doubletree, Embassy Suites and Curio properties, with another 42 in the pipeline over the next four years, eforea was first launched in 2010 and featured product lines from Kerstin Florian, VitaMan and Li’Tya.

With the relaunch of eforea, properties now have more opportunity to self-select their product partners, said Moore, and each location will create a unique, bespoke, localised Escape Journey, designed to incorporate local ingredients, products and therapies.
 


ADVERTISE . CONTACT US

Leisure Media, Portmill House, Portmill Lane,
Hitchin, Hertfordshire SG5 1DJ Tel: +44 (0)1462 431385

©Cybertrek 2017

ABOUT LEISURE MEDIA
LEISURE MEDIA MAGAZINES
LEISURE MEDIA HANDBOOKS
LEISURE MEDIA WEBSITES
LEISURE MEDIA PRODUCT SEARCH
PRINT SUBSCRIPTIONS
FREE DIGITAL SUBSCRIPTIONS
 
Spa Opportunities: - Hilton refreshing its eforea spa brand with new short-duration Journey Enhancements...
Tuesday 24 October 2017 | Daily spa news & jobs
Sign up for FREE ezine
Spa Jobs spa Industry News spa training spa oppportunities magazine spa opportunities blog spa-kit.net spa industry products Submit your news Advertise on Spa Opportunities Contact us at Leisure Media Follow us on Twitter Like us on Facebook

Jobs Search





joblink

  Latest operator jobs
To advertise call
+44 (0)1462 431385


traininglink

  Training and education
To advertise call
+44 (0)1462 431385


diarydates

  Powered by leisurediary.com
28-31 Oct 2017
SPATEC Middle East
The Ritz-Carlton, Abu Dhabi, United Arab Emirates
06-07 Nov 2017
Live Love Spa: New York
New York, United States

spa-kit
suppliers news


Jean-Marie Adrien on Gharieni collaboration

Jean-Marie Adrien, a conductor and president of Motion Waves, has developed a new technology that combines music with wellness.

beauty-kit


Sothys' Christian Mas on the future of the spa industry
Christian Mas, CEO of luxury French skincare brand Sothys, discusses the future of the spa industry.


 
latest spa jobs
1 to 9 of 9 Jobs
Spa Therapists
Ribby Hall Village
Salary: Competitive
Job location: Preston, United Kingdom More>>
 


Spa Therapists
The Grove
Salary: £17,850
Job location: Watford, United Kingdom More>>
 


Spa Therapist

Hatherley Manor Hotel

Salary: Competitive
Job location:
Gloucester, United Kingdom More>>
Spa Receptionist

Hatherley Manor Hotel

Salary: Competitive
Job location:
Gloucester, United Kingdom More>>
Spa Therapists

Everyone Active

Salary: Competitive salary, plus commission
Job location:
St Albans, United Kingdom More>>
Gym and Spa Duty Manager

Raw Corporate Health Ltd

Salary: Competitive
Job location:
London, United Kingdom More>>
Gym and Spa Manager

Raw Corporate Health Ltd

Salary: Competitive
Job location:
London, United Kingdom More>>
Spa Therapist

St Michaels Hotel and Spa

Salary: Competitive
Job location:
Falmouth, Cornwall, United Kingdom More>>
Club Concierge

Raw Corporate Health Ltd

Salary: Competitive
Job location:
London, United Kingdom More>>
Private Club and Spa Manager

Raw Corporate Health Ltd

Salary: Competitive
Job location:
London, United Kingdom More>>
Spa Therapist

Celtic Manor Resort

Salary: Competitive
Job location:
Newport, United Kingdom More>>

Jobs page: 1


 
latest spa news

16 Jul 2015

Hilton refreshing its eforea spa brand with new short-duration Journey Enhancements

BY Jane Kitchen

Ryan Crabbe, senior director of global wellness, Hilton Worldwide
photo: Hilton

Hilton is refreshing its eforea spa brand after five years, adding three new short-duration treatment enhancements, revamping the logo, and allowing its global locations more freedom to choose the products and services right for their market.


“We don’t want any of our spas to have the same menus as the others – every location should be different,” Ryan Crabbe, senior director of global wellness, Hilton Worldwide, told Spa Opportunities. “...There are very distinct spa cultures around the world, and you can’t be prescriptive.”

That said, the company is still looking for a “high degree of consistency” within the eforea brand, with its mission (and tagline) of “emerging brighter.”

Crabbe said in reimagining the brand, he looked for something that was unique and memorable – a global link that guests could experience at any eforea spa worldwide.

“We wanted guests to have a really meaningful experience,” he explained. “We wanted something to scream to the customer, ‘This is special!’”

The result is three powerful mini-treatments, called Journey Enhancements – developed by master therapist Sean Jordan – that take elements of ancient healing techniques and combine them with a relaxation element.

Jordan knows his stuff. He has travelled and lived around the world since he was 18, studying Buddhism, meditation and healing massage, and has opened several healing and teaching centres, from India to Central America.

“We wanted to find somebody who brought real authenticity,” said Crabbe.

Jordan has plucked techniques from the world’s most fabled spa cultures, and spent about nine months creating the Journey Enhancements for Hilton.

The new treatments each focus on a specific area of the body: feet; head and face; or shoulder, neck and scalp, and last 25 minutes. They can be purchased a la carte, all three together, or added to a longer treatment at a reduced price.

“We want this to be a really easy, no-brainer add-on,” said Crabbe.

Jordan said he was thrilled at the opportunity to work on the eforea project with Hilton.

“The idea that I’d now be able to reach thousands of people across the world was exciting,” he explained, “(and that) a recognised, global brand (like Hilton) was coming to me to talk about healing and wellness.”

The programme debuted yesterday (15 July), but rolled out at the UK's Hilton Southampton in May, where, Louise Moore, director of spa operations and development, Europe, said they have quickly become the most popular treatments on the spa menu.

While Jordan is currently training eforea staff around the world on the new Journey Experiences, he has also created a series of in-depth training manuals and videos for the brand, and focuses particularly on the mindset of the therapist, and “getting into a state of connectedness before the journey starts,” he said.

“For me as a teacher, the therapist is the conduit,” he explained.

Crabbe said Hilton wanted to “create real learning” for its team with Jordan.

“We wanted to create new ways of self-preservation (for the therapists) while working with our guests, through meditation, breathing, or using body weight for pressure rather than force,” he explained.

As part of the relaunch of eforea, Hilton is also adding in new branding for eforea spa & healthclub to also speak to a fitness customer.

“New properties aren’t just building spas, but lifestyle and wellness centres, so fitness is very important,” said Crabbe.

Now in 22 Hilton, Doubletree, Embassy Suites and Curio properties, with another 42 in the pipeline over the next four years, eforea was first launched in 2010 and featured product lines from Kerstin Florian, VitaMan and Li’Tya.

With the relaunch of eforea, properties now have more opportunity to self-select their product partners, said Moore, and each location will create a unique, bespoke, localised Escape Journey, designed to incorporate local ingredients, products and therapies.



Connect with
Spa Opportunities
Magazine:
View latest issue
Sign up:
Instant Alerts/zines

Print edition
 

Szekely receives inaugural Living a Well Life award at 95 years young
Australian workplace wellness course launched
Virtual reality therapy named winner of Global Wellness Summit’s ‘Shark Tank’ award
Dr Richard Carmona receives GWS Social Impact Award
ISPA launches new global workforce study
Harmsworth receives ISPA Visionary Award
 
Catalogue gallery



Featured supplier




Invest in your employees – and your company – with FH Joanneum’s MBA in spa management

The FH Joanneum University of Applied Sciences offers a unique MBA programme in International Hospitality and Spa Management, and for the first time, is offering substantial financial grants for students who begin the course this year.


Company profile



Focus Training is a leading provider of Active IQ and YMCA Awards certified Personal Trainer courses. Flexible learning with full and part time courses available at venues across the UK.?
View full profile>>

spa directory

Consultancy & management

Spa training

Skincare

Spa and beauty equipment

Sound therapy

Skincare

Whole body cryotherapy

Aesthetic products

Salt therapy products



Published by The Leisure Media Company Ltd Portmill House, Portmill Lane, Hitchin, Herts SG5 1DJ. Tel: +44 (0)1462 431385 | Contact us | About us | © Cybertrek Ltd