Editorial Board   

Mr. Bernstein

Laurence Bernstein

Managing Partner, Protean Strategies

During a highly successful 20 year career, Laurence Bernstein launched and nurtured numerous global hospitality, foodservice and financial service brands, on behalf of global advertising and brand marketing firms. Prior to working in advertising, Mr. Bernstein cut his teeth in sales and marketing with Westin Hotels. In 1998, in response to the rapidly changing marketing environment, he founded the boutique strategy and research agency that he now runs, Protean Strategies. From its inception, the firm has led the way in experiential branding -- converting attributes, features and benefits into relevant and differentiating experiences that form the underpinning of real brand-centric growth. This led to the seminal idea of “modern luxury”, first posited in a 1999 white paper published in the Cornell Quarterly, which now underpins the entire boutique category. In 2012 Mr. Bernstein started Protean Hospitality Partnerships, a marketing advisory consultancy focusing on the hotel and resort business. Recently, the firm published a widely quoted study of how consumers engage on an emotional level with hotel brands. In the consumer research field, Mr. Bernstein developed the first psychoanalytic approach to market research, Inner Directives Archetype Studies, that has been used by more than 20 automotive brands to understand the underlying relationships between people and their vehicles. Inner directives has also been used by hotel companies and travel organizations to better understand and cater to their guests and visitors. The Protean Guest Experience Audit system is an inexpensive methodology to help hotels understand what guests actually experience at the property level, using an interactive, real time methodology. In addition, Protean is recognized by Forrester Research as a leader in the exciting new field of Predictive Market based consumer research. Mr. Bernstein attended the University of the Witwatersrand in Johannesburg and Cornell University School of Hotel Administration. He has published numerous articles on hospitality brand and guest experience design and has been invited to lecture at Cornell University, University of Toronto, and many associations including the inaugural Leadership Seminar presented by the Boutique and Lifestyle Hotel Association.

Mr. Bernstein can be contacted at 416-967-3337 x101 or bernstein@proteanstrategies.com

Coming up in July 2019...

Hotel Spa: Pursuing Distinction

The Wellness Movement continues to evolve and hotel spas continue to innovate in order to keep pace. Fueled by intense competition within the industry, hotel spas are seeking creative ways to differentiate themselves in the market. An increasing number of customers are searching for very specific, niche treatments that address their particular health concerns and, as a result, some leading spas have achieved distinction by offering only one specialized treatment. Meditation and mindfulness practices are becoming increasingly mainstream as are alternative treatments and therapies, such as Ayurvedic therapies, Reiki, energy work and salt therapy. Some spas specialize in stress management and offer lifestyle coaching sessions as part of their program.  Other spas are fully embracing new technologies as a way to differentiate themselves, such as providing wearable devices that track health and fitness biomarkers, or robots programmed with artificial intelligence to control spa environments, or virtual reality add-ons that transport guests to relaxing places around the world. Some spas have chosen to specialize in medical procedures such as liposuction, laser skin therapy, phototherapy facials, Botox and facial fillers, acupuncture and permanent hair removal, in addition to cosmetic body shaping procedures and  teeth whitening treatments. Similarly, other spas are offering comprehensive health check-ups and counseling services for those who are interested in disease prevention treatments. Finally, as hotel spas continue to become more diverse, accessible and specialized, there is a growing demand for health professionals with a specific area of expertise. There is a proliferation of top class, quality wellness practitioners who make a name for themselves by offering their services around the globe, including athletes, chefs, doctors, physical trainers and weight loss specialists. The July issue of the Hotel Business Review will report on these trends and developments and examine how some hotel spas are integrating them into their operations.