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by Cheryl-Anne Sturken | August 2, 2011

Peter Thomas Roth productsFirst it was the bed wars, then came the lobby wars. Now, it appears, spas are the new focus of one-upmanship amongst hotels as they broaden their brand appeal and jockey for customer attention.

Hot on the heels of Starwood Hotels & Resorts Worldwide's announcement last week that it planned to expand its branded Sheraton and Westin spas across its Asia and Middle East portfolios, Mclean, Va.-based Hilton Hotels & Resorts today threw a glitzy London event to celebrate the launch of ultra-specialty spa treatments and wellness products for its "Eforea: spa at Hilton" brand, which launched last October. Eforea is Hilton's first spa concept.

Starting this September, spa-goers at any of HIlton's current five Eforea spas can indulge in new treatments created specifically for the brand by Peter Thomas Roth. New on the spa menu: advanced anti-aging body treatments, clinical peels and a host of premium  products that can be purchased in either travel or standard size on-site at the spa or online at hiltonhome.com. Six additional Eforea spas are scheduled to open by year's end (three of those in China), and Hilton says a total of 93 are in development.

Meanwhile, White Plains, N.Y.-based Starwood is rolling out its spas to bolster its ever-expanding Asia product. Westin will add six Heavenly Spas by year's end, increasing its portfolio by almost 20 percent, while Sheraton will increase its Shine Spa brand (which also debuted in 2010) by nearly 50 percent this year, when another 10 spas open their doors.