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The delightful world of WELLTH and Beverly Hills

September 22, 2017 Headline News No Comments Email Email

Top tourism representatives from Beverly Hills, one of the world’s most sought-after luxury destinations, visited Sydney this week to spread the word about the latest developments.

Beverly Hills, premier holiday and business travel destination in greater Los Angeles, is synonymous with Hollywood glamour, grand mansions, chic shops and A-list movie stars.

Julie Wagner, chief executive of Beverly Hills Conference & Visitors Bureau (BHCVB), along with BHCVB senior director of business development, Mary Saunders De Hoyos, visited Luxperience in Sydney and met up with Australian business contacts and travel media.

Beverly Hills Spa

After a sumptuous media dinner at the O Bar, Australia Square on Wednesday, guests received a wondrous cube full of “gummy roses”, made with fine Rosé wine from Provence. Very Beverly Hills!  The distributors are based there, in Santa Monica Boulevard.

In her first visit to Australia since 2015, Wagner brought news of WELLTH. That’s not a misspelling, although it does derive from the word Wealth. Whereas the term ‘wealth,’ refers to a large amount of money, possessions and other riches, ‘WELLTH’ represents “a new, less materialistic and more valuable life currency”. It encompasses wellness and is exemplified by health, purpose and happiness.

Beverly Hills Magic Cube

The BHCVB  says WELLTH can be achieved by incorporating the five core building blocks into your daily life: Move, Eat, Restore, Gratitude and Explore. Beverly Hills is styling itself the City of WELLTH, complete with WELLTH-focused hotel packages, spa treatments and restaurant offerings.

One property that’s offering WELLTH is the latest luxury hotel in the neighbourhood, Waldorf Astoria Beverly Hills – the first hotel to open in the area since 2008. The new 12-storey, 170-room hotel is the brand’s first new build on the West Coast of North America. The property stands at the intersection of Wilshire and Santa Monica boulevards – the gateway to Beverly Hills, near other globally recognised five-star hotels: The Peninsula Beverly Hills, The Beverly Hills Hotel and Bungalows, Viceroy L’Ermitage Beverly Hills, Beverly Wilshire, A Four Seasons Hotel, and Montage Beverly Hills.

Guests at at the O Bar, Australia Square

The city proudly claims the largest concentration of five star and five diamond hotels in the US, second only to New York.

Waldorf Astoria Beverly Hills has formed a partnership with renowned luxury Swiss beauty company, La Prairie, to open Spa La Prairie within the hotel. La Prairie Spa at Waldorf Astoria Beverly Hills offers popular treatments like the Waldorf Astoria Massage, which comes with a choice of customised aromatherapy oils and finishes with the sounds of Tibetan chimes. The Swiss Cellular Anti-Aging Facial, designed to plump the appearance of fine lines, is popular with both male and female guests.

Next month, on 21 and 22 October, four blocks of historic Beverly Gardens Park will become the place to be for art enthusiasts, food truck fans and anyone looking to enjoy the day outside at the Beverly Hills artSHOW.

Guests of the Beverly Hills Conference & Visitors Bureau at the O Bar, Australia Square

Beyond art, there’s a big trend in Beverly Hills towards male spa treatments. Tying in well with WELLTH, the luxury spas of Beverly Hills are offering a variety of anti-aging pampering experiences and spa treatments for men.

Lynne McNees, President of the International Spa Association says the number one reason men are visiting spas is to reduce stress. “They’re looking for a place to relax and escape their day-to-day lives.”

Debra Koerner, co-founder of Well Would Group, a spa consultancy firm, has seen the increase as well, noting: “Men are becoming more open to the spa experience because they recognise the value of taking better care of themselves.”

Beverly Hills boasts a higher concentration of extravagant spas than anywhere else in Southern California and men have a variety of spa experiences to choose from.

Julie Wagner, chief executive of Beverly Hills Conference & Visitors Bureau, in Sydney on Wednesday

“In Beverly Hills, we have seen an interesting evolution in spa preference from men over the last several years. We’ve moved away from sports or hot stone massages and are seeing men come in for treatments that are specifically crafted for anti-aging,” says Vivian Henein, director of The Spa at Beverly Wilshire, A Four Seasons Hotel.

“Our spa menu does feature a section for men, which has been designed for those who may be less familiar with the spa experience, and looking to dip their toes in the water. Our male regulars will come in for a Custom Contour or Natural Time Reversal Facial, and like all of our treatments at Beverly Wilshire, A Four Seasons Hotel, we customize it to the individual.”

Lobby of the new Waldorf Astoria Beverly Hills

Another recent imitative from Beverly Hills was “BOLD”, which ran through August – a month of extended shopping hours and activities each Thursday, Friday and Saturday that brought new life to Beverly Hills after dark. It worked really well last month and is likely to become an August feature from now on.

Written by Peter Needham

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