Hilton Hotels and Resorts launched a campaign to promote Eforea, its new global spa concept currently rolling out in over 80 locations. The effort, which targets both business and leisure travelers and aims to differentiate Hilton as a brand, is currently PR-led, explained John Forrest Ales, director of global brand PR for Hilton Hotels and Resorts.

The launch comes as hospitality brands aim to boost business travel through leisure add-ons, a trend on which PRWeek has reported and..