New Spa by JW concept to launch in September. New Spa by JW concept to launch in September.

JW Marriott Hotels & Resorts has unveiled its new spa concept, Spa by JW.

The concept has been created to “demystify and re-imagine the spa experience” with treatments designed to address “four core benefit states” and experiences tailored to guests that are short of time.

The “states” have been outlined as Calm, Indulge, Invigorate and Renew and all treatments have been developed by JW Marriott brand partner Aromatherapy Associates to reflect and nurture these.

JW Marriott Hotels & Resorts, vice president and global brand manager Mitzi Gaskins said: "Our guests are incredibly passionate about well-being but they don't always have the time to invest in cultivating it.

“They are looking for an experience that delivers true impact and results that are tailored to their state of mind. Spa by JW offers an environment where you can chose exactly what you want, when you want, without any of the intimidation or hassle."

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The first Spa by JW will debut in September at the new JW Marriott Houston Downtown, followed by the JW Marriott Mumbai Sahar in December, with more than 20 Spa by JWs in the pipeline.

Designed for guests who do not have the luxury of time, Spa by JW express treatments provide on-demand services that start at a 12-minute entry point and are bookable without an appointment.

Guests can experience express spa suites, designed around a massage chair exclusive to JW Marriott, featuring embedded scent infusers, noise cancelling technology, and cell phone charging stations.

Treatments include a variety of 12- to 25-minute services like the Relaxing Scalp Massage (Calm), Hydrating Hands (Indulge), Energy Boost Massage (Invigorate), Nail Shine (Renew), and more.

For those with more time on their hands, a variety of treatment rooms accommodate longer, full-service spa services. Guests can book full-body treatments and scrubs, 60- or 90-minute massages, cleansing facials, nail services and more.

Owner of JW Marriott Marquis Dubai, Emirates Group, this year saw a significant rise in its hotel operations driven by the performance of its flagship property.