Ms. Lowman

Tyra Lowman

Senior Director of Spas – Full Service and Luxury Brands

Hilton Worldwide

In collaboration with the Hilton Worldwide Global Spa Operations team, Tyra Lowman develops spa-related initiatives and products that enhance the guest experience at all full-service and luxury hotel brands. In October 2010, Ms. Lowman led the successful launch of eforea: spa at Hilton as the Hilton Hotels & Resorts brand’s first global spa concept in history. The eforea concept has received more than 147,000,000 media impressions to-date and features a global pipeline of more than 100 spas in development at Hilton Hotels & Resorts properties around the world. As Senior Director Global Spas - Full Service and Luxury Brands, Ms. Lowman shapes the Hilton Worldwide standards for spa operations, service and treatment, design and construction and quality measurements.

Ms. Lowman’s extensive spa experience of more than 15 years includes serving as Senior Vice President of Sales and Operations at Brite Smile/Brite Skin, the largest operator of retail medical spas in North America. Prior to working with Brite Smile/Brite Skin, Ms. Lowman held the position of Vice President Operations for Premier Salons, Inc., for six years and is credited with the rapid expansion and growth of Premier’s luxury spa brands. She also served as Regional Director of Operations for Atlanta-based Spa Sydell, Inc., and has directed operations at the individual spa level both as spa director and spa owner.

Ms. Lowman is an active member of the International Spa Professionals Association (ISPA), Intercouffure International Salon affiliation, National Association of Female Executives (NAFE) and Aveda Professionals. She is a graduate of Tennessee Technological University and she holds an MBA from Shorter School of Business. Ms. Lowman is also a licensed cosmetologist and esthetician.

Ms. Lowman can be contacted at 703-883-5222 or tyra.lowman@hilton.com

Coming Up In The September Online Hotel Business Review




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Feature Focus
Hotel Group Meetings: Blue Skies Ahead
After a decade of sacrifice and struggle, it seems that hotels and meeting planners have every reason to be optimistic about the group meeting business going forward. By every industry benchmark and measure, 2017 is shaping up to be a record year, which means more meetings in more locations for more attendees. And though no one in the industry is complaining about this rosy outlook, the strong demand is increasing competition among meeting planners across the board – for the most desirable locations, for the best hotels, for the most creative experiences, for the most talented chefs, and for the best technology available. Because of this robust demand, hotels are in the driver’s seat and they are flexing their collective muscles. Even though over 100,000 new rooms were added last year, hotel rates are expected to rise by a minimum of 4.0%, and they are also charging fees on amenities that were often gratis in the past. In addition, hotels are offering shorter lead times on booking commitments, forcing planners to sign contracts earlier than in past years. Planners are having to work more quickly and to commit farther in advance to secure key properties. Planners are also having to meet increased attendee expectations. They no longer are content with a trade show and a few dinners; they want an experience. Planners need to find ways to create a meaningful experience to ensure that attendees walk away with an impactful memory. This kind of experiential learning can generate a deeper emotional connection, which can ultimately result in increased brand recognition, client retention, and incremental sales. The September Hotel Business Review will examine issues relevant to group business and will report on what some hotels are doing to promote this sector of their operations.