SYDNEY & MCLEAN, Va.-July 17, 2012--Generational use of spas, the overall impact of spas on hotels and the increasing significance of the male spa-goer are among key topics discussed in “Emerging Global Spa Trends,” a new Hilton Blue Paper released today by Hilton Hotels & Resorts, the flagship brand of Hilton Worldwide. The report outlines insights from a collection of industry experts, including the Hilton Worldwide spa team, founders of top spa product brands and other thought leaders in this space. The Hilton Blue Paper also includes a survey of 6,000 respondents throughout the United States, Great Britain, Australia and China to offer additional global and regional insight. A key finding of the research is that nearly 50 percent of the respondents said the existence of a spa is an important factor in selecting a hotel, with Chinese travelers finding it most important followed by those from Australia.

“Spa is a key differentiator for us within both the leisure and business travel segments today,” said Dave Horton, global head, Hilton Hotels & Resorts. “This new research emphasizes the importance of spas in the decision to book a hotel stay, particularly in the rapidly expanding Chinese market. Of particular note, we found that 69 percent of travelers said they were at least somewhat likely to visit the spa at their hotel. Through innovative concepts like eforea: spa at Hilton we are providing unique spa experiences for our guests and best in class solutions for our owners.”

In summary, the Blue Paper:

• Identifies spa-goers and spa behavior based on generation, highlighting key differentiators and motivators for each age group
• Discusses the increasingly savvy modern spa guest, who is more enlightened about the overall efficacy of spa treatments and related products
• Highlights the growing importance of men to the global spa industry and how a successful spa should tailor its offerings for this audience
• Touches on the need for global spa concepts to offer consistent services across their portfolios while also allowing for local flexibility
• Underscores the overall importance of spas to the hotel industry, which are offering properties a distinct competitive advantage in booking, driving revenue and attracting local customers beyond the overnight guest
• Notes the significance of business travelers, who are increasingly looking for relevant ways to decompress between meetings, as well as extend their visits as part of the “blended travel” experience
• Offers additional insight on regional trends being seen by experts throughout the Americas, Middle East and Africa, Europe and Asia Pacific

“While we find that many of the global spa trends are consistent around the world, there are also notable and significant regional differences,” said Tyra Lowman, senior director, global spa, full service and luxury brands, Hilton Worldwide. “A successful spa concept on a global scale is one that offers reliable services across its portfolio while respecting regional differences by providing locally influenced treatments and services.”

This Hilton Blue Paper is released as eforea: spa at Hilton, the global spa concept created by Hilton Worldwide, continues to expand its global footprint. Since its October 2010 launch by Hilton Hotels & Resorts, eforea has grown to include 11 locations in seven countries, with more than 90 additional locations in development, making it one of the fastest growing spa concepts in the world. The concept is currently available to properties across Hilton Worldwide’s Hilton Hotels & Resorts, DoubleTree by Hilton and Embassy Suites Hotels brands. Hilton Worldwide is one of the world’s largest spa operators today, with more than 250 spas across the company’s ten market leading brands.

To view a summary and full version of the “Emerging Global Spa Trends” report, video from the launch event at Hilton Sydney and other Hilton Blue Papers, visit http://news.hilton.com. To learn more about eforea: spa at Hilton visit hilton.com/eforea or http://news.hilton.com/eforea.

About Hilton Hotels & Resorts
One of the most recognized names in the industry, Hilton Hotels & Resorts stands as the stylish, forward thinking global leader in hospitality. From inaugural balls and Hollywood award galas to business events and days to remember, Hilton is where the world makes history, closes the deal, toasts special occasions and gets away from it all. The flagship brand of Hilton Worldwide continues to build upon its legacy of innovation by developing products and services to meet the needs of tomorrow's savvy global travelers while more than 144,000 Team Members shape experiences in which every guest feels cared for, valued and respected. Today, the Hilton Hotels & Resorts portfolio includes more than 550 properties in 80 countries and the brand remains synonymous with "hotel." Access the latest Hilton news at www.hiltonglobalmediacenter.com or begin your journey at www.hilton.com. Social media users can engage with Hilton at www.twitter.com/hiltonhotels, www.facebook.com/hilton and www.youtube.com/hilton. Hilton Hotels & Resorts is one of Hilton Worldwide’s ten market-leading brands.

About Hilton Worldwide
Hilton Worldwide is the leading global hospitality company, spanning the lodging sector from luxurious full-service hotels and resorts to extended-stay suites and mid-priced hotels. For 93 years, Hilton Worldwide has offered business and leisure travelers the finest in accommodations, service, amenities and value. The company is dedicated to continuing its tradition of providing exceptional guest experiences across its global brands. Its brands are comprised of more than 3,800 hotels and timeshare properties, with 630,000 rooms in 91 countries and include Waldorf Astoria Hotels & Resorts, Conrad Hotels & Resorts, Hilton Hotels & Resorts, DoubleTree by Hilton, Embassy Suites Hotels, Hilton Garden Inn, Hampton Hotels, Homewood Suites by Hilton, Home2 Suites by Hilton and Hilton Grand Vacations. The company also manages the world-class guest reward program Hilton HHonors®.

Visit www.hiltonworldwide.com for more information and connect with Hilton Worldwide at www.facebook.com/hiltonworldwide, www.twitter.com/hiltonworldwide, www.youtube.com/hiltonworldwide, www.flickr.com/hiltonworldwide and www.linkedin.com/company/hilton-worldwide.