Hotel Online  Special Report




Hilton Hotels Corporation and Hotel Owners Investing
Up to $200 million to Develop 70 New Spas
New Guerlain and Acqua di Parma Spas to Be Featured at The
Waldorf=Astoria Collection, Conrad Hotels & Resorts,
and Selected Hilton Hotels 

BEVERLY HILLS, Calif.-June 12, 2007 - In a strategic arrangement designed to redefine the global luxury hotel spa experience, Hilton Hotels Corporation (NYSE:HLT) has announced a partnership with Moet Hennessy Louis Vuitton (LVMH) brands Guerlain and Acqua di Parma and with Spa Chakra to offer exclusive spa services and boutique products in many of its luxury and upscale hotels. The agreement impacts Waldorf=Astoria Collection hotels, Conrad Hotels & Resorts and selected Hilton hotels in some of the world's top destinations and resort locations. 

“We are delighted to align our distinguished hotels with leading luxury spa brands, which are the crème de la creme of their categories,” said Matthew J. Hart, president and chief operating officer, Hilton Hotels Corporation. “Discerning travelers increasingly are seeking a complete wellness experience; this alliance will provide that and more.” 

Guerlain and Acqua di Parma, both wholly owned by LVMH, the world’s largest luxury group, will be the first brands to create spa treatments, amenities and pampering products for selected hotels. "The goal of our alliance with luxury hotel spas is to match up the right LVMH brand with the right luxury hotel or resort. The Guerlain Spa within The Waldorf=Astoria and Acqua di Parma at Conrad Hotels & Resorts are fine examples of this strategy," said Pamela Baxter, president & CEO, LVMH Perfumes & Cosmetics, North America. 

Full-service spas, spa services and revitalizing products at The Waldorf=Astoria Collection hotels, Conrad Hotels & Resorts and selected Hilton hotels will be differentiated further through leading-edge expertise in spa-associated, personalized skincare treatment. Exclusive products developed by top clinicians, doctors and aestheticians will enhance the array of indulgent spa and boutique experiences. 

Spa Chakra will provide design and operational consulting services to Hilton Hotels Corporation and its hotel owners. An approved operator of Guerlain and Acqua di Parma spas, Spa Chakra will operate leased spas at several locations, including The Waldorf=Astoria. “Spa Chakra’s role in the development of selected Waldorf=Astoria Collection and Conrad Hotels & Resorts spas enables our company to gain exposure to an ideal leisure and business clientele for our luxury services,” said Mike Canizales, CEO of Spa Chakra. “Simultaneously, we are working with Hilton Hotels Corporation to create spa standards to surpass guests’ expectations, energize and revitalize, and promote well-being and serenity.” 

Hilton Hotels Corporation and hotel owners will invest approximately $200 million to develop 70 new spas, combined with 65 existing spas, resulting in 135 spas anticipated globally by year-end 2009. The initial project will be at the flagship Waldorf=Astoria in New York City. 
The progression to high-end and luxury spa development within Hilton Hotels Corporation’s selected hotels is a natural extension to its 2006 announcement to install Precor fitness facilities at all of its full-service and luxury hotels within the Hilton Family of Hotels. The company is scheduled to complete installation in 300-plus hotels by year-end 2007. 

Guerlain to be Featured in The Waldorf=Astoria Collection 

A refined French luxury brand and global network offering personalized therapies for skincare, fragrance and beauty lines, Guerlain is targeted to be offered in The Waldorf=Astoria Collection globally. The first representation of that network will be represented at the legendary inspiration for the brand, The Waldorf=Astoria in New York City, which is planned to feature a 15,000 square-foot Guerlain spa, managed by Spa Chakra, and retail boutique, currently scheduled to be completed in February 2008. 

The first Guerlain "Institut de Beauté" opened above the boutique on the Avenue des Champs-Elysees in 1939 — the avant garde beauty haven designed by Christian Berard and Jean Michel Franck that to this day boasts exceptionally innovative treatments. In July 2005, Guerlain — together with notable designers Andree Putman and Maxime d Angeac — reinvented this inspiring and groundbreaking aesthetic center with the new and distinctly contemporary spa concept, Guerlain Spa. Today, the Guerlain Spa features the exclusive Guerlain Methode and advanced skincare technologies, the combined efficacies stunningly demonstrated through Guerlain’s iconic Exceptional Orchidee Imperiale Treatment and skincare. 

“We are very glad to announce the collaboration between Guerlain and The Waldorf=Astoria Collection for the opening of premium spas,” said Renato Semerari, CEO of Guerlain. “Guerlain is an icon in the premium cosmetic industry, with nearly 180 years of history and excellence in products development and service. The Waldorf=Astoria is a legend on its own as far as hotels are concerned. Luxury, service and the permanent search for excellence have been common traits for decades for both The Waldorf=Astoria and Guerlain.” 

Acqua di Parma/Blu Mediterraneo to be Offered in Conrad Hotels & Resorts 

Created in 1916 in the Italian city of Parma as one of the first truly timeless colognes, Acqua di Parma is a classic and refined lifestyle brand. Its freshly scented, relaxed “outdoor” Blu Mediterraneo Spa collection will be offered at luxury Conrad Hotels & Resorts in 2008, specializing in chic facial and body treatments. Acqua di Parma’s Collection and Blu Mediterraneo wellness products will also be featured in Conrad Hotel spa boutiques. Spa Chakra, together with Acqua di Parma, developed and launched the new resort spa concept for Acqua di Parma – Blu Mediterraneo – this year. 

“The natural synergies between the contemporary and liberating Blu Mediterraneo and Conrad Hotels & Resorts, where guests find the luxury of being themselves, represent an ideal collaboration,” said Gabriella Scarpa, chief executive officer, Acqua di Parma and Country Head of LVMH in Italy. 

Blu Mediterraneo is an Epicurean facial and body care line that is based on the active and natural ingredients of the Mediterranean Oxygenating Complex and Macchia Mediterranea (Mediterranean indigenous vegetation). Blu Mediterraneo will feature a comprehensive array of “being well” therapies. Each treatment provides a complete sensory journey for the client, and highlights the unique Blu Mediterraneo Method — a specialized technique that targets detoxification, oxygenation, muscular therapy, and tension release for superior relaxation and restoration. 

Spa Chakra to Design, Manage and Lease Luxury Spas for Hilton Hotels Corporation 

Currently underway at the Conrad Miami and Conrad Indianapolis, Spa Chakra will provide technical services, management and leased operations for Hilton Hotels Corporation under its own brand and for Guerlain and Acqua di Parma branded spas. 

Spa Chakra is working with Hilton Hotels Corporation to create differentiating standards at Guerlain and Acqua di Parma branded spas, including the following planned exceptional features: Floor Plans (5,000 square feet in hotel spas; 10,000 square feet in resort spas); Spa Reception & Reservations; Co-ed relaxation areas; Treatments and Treatment Areas (five planned multi-purpose treatment rooms in hotel spas and 10 in resort spas, each with shower facility and hand wash basin); Wet Treatment and Wet Spa Facilities (including thermal facilities offering steam, sauna, hamman, and hydrotherapy/whirlpool experience); "personalized design" with showers and bathrooms in each treatment room; Beauty Stations (including manicure and pedicure stations); Hairdressing salons in many locations (offering haircutting and styling stations); Retail Boutique Stores in resort spas and Retail Boutique Areas in spa hotels adjacent to or in close proximity to the Spa Reception; and Separate Locker Rooms for men and women also with a private changing alcove. 

About Acqua di Parma 
Acqua di Parma’s distinctive products are the ultimate expression of Italian elegance, the perfect mix between tradition and modernity, and the timeless way of the refined Italian way of life. With selective worldwide distribution, the Acqua di Parma universe can be found in exclusive high-end department stores, speciality boutiques and perfumeries. and 

About Guerlain 
A world leader in beauty for nearly 200 years, Guerlain creates makeup, skincare and fragrances of exquisite quality and French luxury. With a reputation for unparalleled devotion to luxury, innovation and excellence, handed down from generation to generation, each creation from the house of Guerlain is steeped in history and reflects and defines the discerning tastes of elegant women worldwide. 

About Spa Chakra 
Spa Chakra™ is a worldwide network of luxury spas, including Guerlain Spa, Spa Chakra™, and Blu Mediterraneo SPA — each leveraging unparalleled operational and product development expertise and global partnerships to provide each client with a Transformational Healing™ experience. Each location is developed in partnership with five-star and boutique hotels to provide clients with the definitive sensorial experience — one that is as visually stunning as it is nurturing. While clients enjoy the facilities of the spa, they undergo a systematic analysis of needs and experience personalized treatments that focus on delivering targeted results. 

About Hilton Hotels Corporation 
Hilton Hotels Corporation (NYSE:HLT) is the leading global hospitality company, with more than 2,800 hotels and 480,000 rooms in 76 countries and territories, including 100,000 team members worldwide. 


Hilton Hotels Corporation Communications
Kendra Walker, 


Also See: Starwood Acquires Bliss Spa and Toiletries Company; Will Launch Bliss Spas in W Hotels / January 2004
Chicago Hotels Partnering with Spa Companies to Create Destination Sites Attracting Not Only Guests but Locals as Well / April 2007



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