JW Marriott Hotels & Resorts have unveiled Spa by JW.

Created to demystify and re-imagine the spa experience, this new concept offers guests an intuitive experience that is luxurious yet purposeful with treatments and products designed to address four core benefit states: Calm, Indulge, Invigorate and Renew.

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.

“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,” said Mitzi Gaskins, vice president and global brand manager for JW Marriott Hotels & Resorts.

“Spa by JW offers an environment where you can chose exactly what you want, when you want, without any of the intimidation or hassle.”

The new spa brand will be “luxurious yet purposeful”, with treatments based of four core pillars; to “calm, indulge, invigorate and renew”.

Spas will include lounges and retail areas, along with “Curator’s Desks” where guests will be able to learn about the treatment options on offer.

These range from full-service treatments to a range of “express” spa treatments.

Therapies on offer include quick 15-minute shoulder and head massages, longer full-body treatments, jet-lag cures, facials and nail services.

Express treatment areas also include noise cancelling technology and mobile phone charging stations.