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16 Jun 2021

Spa hotel and retreat designed for millennials opens in the Baltics
BY Megan Whitby

The unique new spa hotel is located in the Lithuanian spa town of Birštonas, surrounded by pine forests

The unique new spa hotel is located in the Lithuanian spa town of Birštonas, surrounded by pine forests

After three years’ development, international spa and wellness consultancy E77 Company has opened its purpose-built spa hotel for millennials in southern Lithuania.

Spa Hotel Esé is located in the spa town of Birštonas known for its clean air, therapeutic mud and mineral water springs. The new destination is complete with a 300sq m spa including four treatment rooms, an aromatherapy sauna, Finnish sauna, Jacuzzi, steam bath sauna and swimming pool.

The Lithuanian word Esé translates to personal story or own reflections and helped inspire E77 to conceive the spa hotel as an opportunity for guests to create, compose and share.

The destination has been conceptualised for the modern tech-savvy millennial customer, with details including automated self-service check-in and check-out for the hotel, an electronic entrance to the spa and smart door locks to cater to a millennial mindset.

Guests may also check how busy the pool is through screens online, by the entrance to the spa, or inside elevators, and decide when to visit.

Egle Rukšėnaitė, E77 owner and founder, explained to Spa Business that the hotel fulfils the need for a spa destination targeting younger clients.

“At E77, we’ve long had a dream to create a destination spa hotel for a younger client.

“In my opinion, this new space is somewhere where traditional luxury does not shine, but instead luxury is expressed through art, cosy spaces, natural design and a high-quality spa offering an unadulterated and sustainable experience full of innovation.”

Three treatment rooms include massage beds provided by Netherlands-based Bellezi while one unique room offers access to Meden-Inmed’s Aquai hydromassage membrane bed.

The latter room was realised after E77 acknowledged that some millennials may be more introverted, so the team decided to include a private spa treatment room for guests to spend time alone in and experience touchless treatments without a therapist present.

Other spa treatments include a menu of organic treatments supplied by organic Irish marine skincare brand Voya.

In addition, E77 has infused the entire spa and hotel with essential oil blends from Japanese aromatherapy brand @aroma to offer all guests an unpaid therapeutic experience to help them relax and recover faster.

When guests arrive at the hotel they choose between 40 minimalist guestrooms each designed to tell a different story.

Rukšėnaitė explained that by having five unique room options – Sea, Mountain, Labyrinth, Green Room, Ocean Blue and Camping Apartment – guests have enough variety to pick a room based on their mood.

Additional offerings include remote working facilities, a functioning bar in the evening and amenities for families with young children.

The hotel was previously the Hotel Sonata, which closed in autumn 2018. Architect Paulius Mirinavicius of studio UAB Milimetras and interior designer Jurgita Masiukaite worked alongside E77 to create the destination.



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