United States : Hilton Hotels & Resorts continues the rapid expansion of its new global spa concept, eforea: spa at Hilton, with two openings in Thailand this month. Millennium Hilton Bangkok opened the country’s first eforea: spa at Hilton March 5 and Hilton Pattaya is scheduled to open its eforea location within weeks. The new eforea spas in Thailand highlight a pipeline of more than 100 eforea locations currently in development across the Hilton Hotels & Resorts portfolio.

“Hilton has long been a leader in spa, with more than 194 spas in operation across our portfolio. With eforea, we have successfully created a consistent, premium spa experience for our guests that can be customized by hotel owners to reflect local cultures in the markets we serve. eforea is well positioned for success in Asia and continues to resonate with travelers around the world,” said Dave Horton, global head, Hilton Hotels & Resorts.

Hilton Hotels & Resorts, which is the flagship brand of Hilton Worldwide, created eforea: spa at Hilton to meet the sophisticated leisure and wellness expectations of today’s global travelers who have more stress and less time than ever before. The concept is being well received by hotel owners in Thailand and beyond as a cost-effective, turnkey spa solution that is easy to implement and operate.

With eforea, spa-goers can enjoy a premier hotel spa experience that omits the guesswork, as this branded spa experience helps guests “emerge brighter” through consistent guiding principles that include modern and innovative design, three customizable spa journey experiences, high-quality product partners and discerning service standards.

“In creating eforea: spa at Hilton, we strived to offer a refreshing spa experience that speaks to the needs of guests on the go, that exceeds their expectations, while still proving operationally feasible for hotel owners around the world,” said Tyra Lowman, senior director of spas – full service and luxury brands, Hilton Worldwide. “As eforea joins these landmark hotels in Thailand and several more in 2011, we will continue to elevate the Hilton guest experience.”

The new eforea spas at Millennium Hilton Bangkok and Hilton Pattaya are poised to stand apart by presenting a transformative eforea experience with inspired Thai twists:

Millennium Hilton Bangkok

The eforea spa at this glamorous riverfront hotel will feature a tranquil outdoor meditation and reflection garden along with a spa deck off the transition lounge that beckons relaxation in the sun or the indoor lounge space. An ultimate indulgence will be the roster of massages offered at a private spa cabana on the hotel’s man-made beach and pool deck. eforea’s three signature spa journeys – The Escape Journey, The Essentials Journey and The Men’s Journey – find equally soothing environs in eight indoor treatment rooms, two treatment suites with private sauna and steam, and a Vichy Shower Room. Guests can also enjoy a separate salon that offers hair and nail services.

Hilton Pattaya

Hilton Pattaya, which opened beachfront in November 2010 as a design-forward hotel with ocean views from every guestroom, will elevate its guest experience when eforea: spa at Hilton opens in late March 2011. A Thai massage pavilion will serve as a centerpiece that embraces the local culture while offering a nurturing space for indigenous massages. Six private treatment pavilions include beautiful and private relaxation spaces, steam showers, and state-of-the-art spa equipment. An interactive thermal experience pairs the warming elements of aroma-infused steam with hydrotherapy massage, while the cocoon-like Vichy Shower Room offers a nurturing hydrotherapy spa experience that combines the healing powers of water with the therapeutic benefits of massage. The spa’s salon provides hair and nail services in a warm and inviting environment.

Hilton Hotels & Resorts introduced eforea: spa at Hilton in Q3 2010 as the first eforea opened at Hilton Short Hills in the United States. The two spa openings in Thailand come at the onset of an exciting eforea story in 2011 as Hilton works to execute a dynamic global pipeline that will see more than 100 of its hotels and resorts around the world introduce eforea over the next few years. From the iconic leisure destinations of Australia and New Zealand to important new business markets in emerging countries such as China, eforea will bring more relevance to business and leisure travelers in 2011. Outside of Thailand, guests can find eforea: spa at Hilton at Hilton Short Hills (USA) and DoubleTree by Hilton Sanya (China). Read more about eforea: spa at Hilton by visiting www.hiltonglobalmediacenter.com/eforea.