HOTEL BUSINESS REVIEW

July FOCUS: Hotel Spa

 
July, 2014

Hotel Spa: The Expanding Wellness Movement

Of all the trends in the hotel spa sector (which, in some cases, also includes the hotel itself) perhaps none is more significant and prevalent than the expansion of the Wellness Movement. If the hotel spa and gym have traditionally been considered mere "amenities", the emphasis now is on providing health-focused experiences and "wellness everywhere" environments to their fitness-minded guests. Some companies are launching new hotel brands themed entirely around the concept of health and wellness, while other major hotel chains are re-branding some of their properties to offer similar health-oriented amenities. Some of these services include personalized spa menus, free fitness gear, wake-up light therapy, air purification and aromatherapy, vitamin C-infused showers, and wellness videos. This increased emphasis on health and fitness underscores the importance of the spa and its value in attracting and serving hotel guests. As a result, they are also expanding their menu of services. Some spas are integrating more ancient and authentic wellness traditions into their operations, including Ayurveda (an ancient Indian medical system), Roman and Turkish baths, and even Russian and Finnish saunas. Another exotic treatment is a concept known as "earthing" which promotes direct contact with the earth's electron-rich surface (walking barefoot, etc.). The premise is that "grounding" the body to the earth's surface stabilizes natural electrical rhythms and reduces disease-causing inflammation. The July issue of the Hotel Business Review will report on the trends and challenges hotel spas are facing in order to effectively integrate new practices into their operations.

This month's feature articles...

Simon Hudson

An increasing number of hotels are responding to growing global demand for health and wellness and are catering to the physical and psychological needs of guests while promising enhanced wellbeing - benefits that visitors can take home when the holiday is over. A far cry from more traditional vacations spent lounging on a beach or poolside chair. Westin hotels, for example, recently launched a Well-Being Movement and even Las Vegas's MGM Hotel has Stay-Well rooms. This article focuses on this trend and spotlights certain hotels around the world and the specific services they are providing for the growing number of health-conscious visitors. READ MORE

Dale Hipsh

Is anyone else nervous leaving their mobile phone behind, in a locker, all by itself, TURNED OFF, when having a spa treatment? I know I should not be, but I am. Spa goers have traditionally visited with the intent to disconnect, to unplug if you will. At Hard Rock our goal for the Rock Spa experience is meant to plug you in, amp you up and maybe even turn you on. We began our re-tool from this perceptive. Times have changed and many spa operators have not evolved as technology and hospitality brands have. To this end we went about seeking to discover a new way forward to enliven the senses, instill wellbeing and infuse the spirit of rock and roll into our newly envisioned experience. Our objective was stated to energize and excite - we want guests to leave our bespoke treatments ready to hit the dance floor and show the rest of the band how it's done. Rock Spa is where Zen meets Zeppelin. READ MORE

Peggy Borgman

When you think of “wellness,” what comes to mind? A “healthy” hotel room? A holistic spa treatment? Vegan offerings on your restaurant menu? A morning yoga class? The word “wellness” is ubiquitous. Marketers are spreading “wellness” as thick as organic hummus on a vast array of consumer products, services and experiences. But has this word lost its impact, and heaven forbid—its cachet for the traveler? Is wellness…”over”? READ MORE

Lynne McNees

According to the International SPA Association (ISPA) 2013 U.S. Spa Industry study conducted by PwC, 72 percent of American hotel and resort spas in 2012 offered 30-minute treatments. This figure shows how hotels are rapidly equipping themselves to cater to the spa needs of business guests. Business travelers are typified by little time and higher-than-average levels of stress - and spas need to adapt to their demands for short, simple, efficient and results-oriented treatments. Spa guests traveling on business are looking to find a balance they can squeeze into short breaks between meetings, presentations and travel time, and spas everywhere must learn to be flexible, customizable, succinct, connected, knowledgeable and memorable in order to attract and retain this increasingly important market. READ MORE

Tracey Anne Latkovic

In today's fast-paced, overscheduled and hyper-stressed world, it's not easy to find the time to slow down. In the past, activities like a quiet visit to a coffee shop or well-deserved appointment at the spa allowed you to quiet the mind. Not so anymore. The traditional spa experience may not even allow the separation needed to slow down the pace. At day spas everywhere these days, guests are seen carrying their cell phones and iPads and even continuing to use them during their treatments. With this frenetic pace, people are not slowing down enough to ask important spiritual questions: Why am I here? How can I contribute to what is needed in this world? How can I find peace? And one thing is for certain, you aren't going to find the answers to those questions at Starbucks or on your smart phone. READ MORE

Deborah Evans Parker

If possible while reading this article, sit with your bare feet directly on the Earth's surface - concrete, dirt, gravel or grass. You will experience what you are reading about, how contact with the Earth's natural healing energy, electrical field, restores your body's natural electrical field. The positive shift you feel is the beginning of process in which your body becomes recharged from the multitude of Earth's electrons when direct contact is made. This is Earthing, a simple, safe and natural healing process that reduces inflammation, improves sleep and energizes the body. READ MORE

David Stoup

We are in the Age of Wellness. The archaic cultures of waste and over-consumption, have given way to a healthier and more holistic mainstream ideology. Corporate social responsibility, sustainability, going-green, and locally grown are just a few phrases that define this era. Virtually every business sector has taken a stance on wellness including automotive, finance and energy. Finally tourism has joined this growing trend. READ MORE

Leslie Wolski

As the wellness movement expands hotels are scrambling to offer a healthy environment to their health and fitness focused guests. Owners and general managers realized years ago that the spa is more than an amenity, but now the market is driving them to further develop their spa and fitness components. The challenge is to combine spa and fitness to create an authentic wellness experience that is true to their hotel brand. READ MORE

Deborah Berlingeri

ELLE Magazine's first-ever ELLE Spa, is recognized among the best new spas by Conde Nast Traveler. ELLE is not only an all-inclusive spa, it is also a wellness center equipped with plush amenities, incredible ocean views and offer therapeutic healing massages and body treatments. With floor-to-ceiling windows overlooking Eden Roc Miami Beach's gardens and ocean, the 30,000 square foot space boasts design and decor inspired by the Mediterranean coastline as well as Miami local artist Paloma Teppa's Plant the Future walls and figurines which lead to the ultimate whimsical spa escape. All who visit are invited to enjoy the custom do-it-yourself scrub bad, an oceanfront fitness center, aqua therapy with Finnish Sauna, Eucalyptus Steam, Hot & Cold Plunges, an expansive relaxation lounge area which includes a fireplace and outdoor spa terrace bar area. READ MORE

Dan Pierotti

With the concept of wellness tourism continuing to infiltrate the ideals of travel, it is revolutionizing the psyche and re-creating tourism as we know it and the Wellness industry right along with it. As our society has increased its fascination, interest and necessity for complementary and alternative therapies, where the paradigm shift in healthcare has been slow and combative, the spa industry has exploded. READ MORE

Eric Favre

Since opening in December 2012, The Alpina Gstaad has worked to position itself as a leading spa destination. This year, the luxury hotel - the newest to open in 100 years in the Swiss Alpine village - is expanding its approach and focusing on a special area of wellness. The hotel's management wants its guests to leave The Alpina Gstaad feeling better both mentally and physically than when they arrived. This summer, from June 6 to September 25, two special programs- Mindful Leadership and Sophrology - led by two experts in these fields, will focus on recalibrating guests' minds and bodies to promote a complete immersion into healthy and mindful living. READ MORE

Cassie Hernandez

We start hearing the message even as young children, "Think positive”! When entering into school, or a sport, or a contest, our parents continuously tell us, “think for the best!” Unfortunately as we get older life gets in the way and we cannot always hold such words true. Many times it's easier to point out the negative then realize or even try to obtain the good in every situation. If you adopt an attitude that starts off seeing the best possible outcome, you teach your mind to expect success, growth and favorable results. READ MORE

Emily McConnell

In today's culture it is easy to become far removed from Earth's natural elements. With a fast-paced society and high tech gadgets, we tend to make time for everyone and everything but ourselves which causes an increased risk for illness and a more stressful lifestyle. With the expansion of the wellness movement in hotels and spas, earthing emerges as one of the new spa trends. READ MORE

Jeremy Gilley

Even when a property has a built-in amenity like a prolific hot springs that pumps over three million gallons of water a day, creating a successful health and wellness program doesn't just happen. In 2008, with the opening of the Spa of the Rockies at Glenwood Hot Springs, the Colorado resort fully embraced its roots as a center for natural health and well-being. Since then, “helping our guests feel better,” is a company motto that is embraced property-wide, at the pool, spa and lodge. Two services in particular, the Zents™ Scent Journey and the new Spa of the Rockies foot ritual are prime examples of how complimentary add-ons are engaging health and wellness consumers and increasing the bottom line. READ MORE

Eileen Mockus

What makes a hotel or spa experience special? What sets a property apart, attracts guests and inspires loyalty? Increased awareness of the benefits of clean and green living means that more and more consumers are seeking the organic label -on the food they eat, on the clothing they wear and on the bedding and bath linens they choose. And these aware, informed consumers expect the same high standards (or even higher) at a hotel or spa as those they set for their own homes. READ MORE

Trent Munday

Today's hotel spa can be either a great profit centre or an essential amenity that is just another cost centre. Either one is fine. The key is in understanding what role your spa plays for your hotel, then finding the right help to bring that spa to life and ensure that the finished product fits with the overall objective. READ MORE

Lucia Rodriguez Amasio

Traditionally, spas have been retreats for adults to relax and revitalize, far away from children. But with the rise of wellness in spas, another trend has taken rise - incorporating children and teens into a complete family wellness experience. Teens, children, and even tots are now going along for the 'spa-ride,' creating a unique activity for families to do together. With the rise of spas broadly associating with wellness, the total approach and commitment to improving one's health, far more families want to get there spa-on together. Today, whole families are enjoying the spa together, and more spas are finding creative ways to welcome the entire clan. READ MORE

Susan Hartzler

For centuries, Native Americans, early European explorers, and visitors from around the world have flocked to natural hot springs to bathe in the healing waters. "Taking the waters" through a soak or a sip, was believed to cure almost any ailment. But over time, the popularity of this practice lost its resilience…until now. In both Europe and Japan, hot spring therapy has been an accepted and popular treatment for musculoskeletal problems for some time now, believed to help those with high blood pressure, eczema and a variety of other complaints. The recent resurgence of wellness resorts and destination spas is bringing these ancient healing bathing rituals back in vogue here in the United States. READ MORE

John Morris

Wellness is in - digital detoxes, spirituality concierges and vegan restaurants are trending in the hospitality and travel industries because of a growing segment of travelers either seeking to maintain a healthy lifestyle on the road or looking to improve their wellness through retreats and education. Some resorts have gone above merely draping their brand in wellness terminology and instead have integrated these health-conscious components into their design and programming. Evolving with the wellness movement means adapting to the rising demand for physical fitness centers, beauty treatments, weight management regimes, relaxation and stress relief, and health-related education while traveling. READ MORE

Mark Wuttke

The spa industry delivers a menu of services ranging from natural and organic products to procedures that promise immediate results but may be inherently unhealthy. Does it matter? The answer depends upon a spa's positioning. Over the past decade, "wellness" has become the buzzword in many spas and appealing to many spa-goers. Prognosticators have dubbed wellness the next trillion-dollar industry. But not every product and process on the wellness bandwagon is healthy. This article examines the meaning of the word and provides a guideline to help the operator determine what services align with one's brand, guest expectations, and financial projections. READ MORE

Max Starkov

Any hotel that has a high revenue-generating website and a strong digital marketing strategy that drives direct online bookings needs a great hotel digital marketing agency behind it. It's challenging to find a good digital marketing partner these days. As more and more companies join the market as 'experts in hotel website design and digital marketing,' hoteliers are faced with a difficult decision. With serious revenues at stake, here are some questions to consider when deciding on who to partner with, or whether or not to stay with your current agency. READ MORE

Tom Conran

The word “engage” has several definitions. However the one that best fits our objective as hotel owners is “”to get and keep someone's attention or interest.” In order to do this we must create experiences that first gain our guests' attention. We then must also implement them successfully. If we do these things effectively we draw our guests back time and again. At the same time, we can build a network of advocates. These supporters can become our fans and will attest to the fact that our hotel is much more than a merely a place to stay. READ MORE

Albert Brannen

Getting the most out of employees has always challenged employers, and hospitality employers are no different in this regard. It is particularly difficult in today's highly regulated business environment with changing employee attitudes. But, in the hospitality industry, squeezing out the very best performance from employees can dramatically impact guest satisfaction and ultimately profitability. Performance management is not just about dealing with poor performers. Instead, as explained in more detail in his article, it is a holistic process that begins with getting the right people, setting employee expectations, coaching employees to deliver efficient, high quality service and terminating the employment of the poor performers or employees who do not fit into the organization. READ MORE

Bonnie Knutson

Why would anyone think about New Year's Resolutions now when it is more than half way through the year? It's simple. It's never too late to start. But just as this is true for yourself, it is also true for your hotel. But do you even make resolutions for your hotel? If you don't, you should. And it isn't too late to start either. If you could turn the calendar back to January 1st, what resolutions would you make for your property? For your staff? For your marketing plans? In a hats- off-to-David Letterman, here are five to give your thinking a fresh mid-year start. READ MORE

Matthew Simpson

Nearly every employer has enforced written policies regulating conduct at the workplace. However, few have taken the time to think about effective and lawful policies that regulate employee behavior after hours and outside the workplace. Today, in the age of social media and smartphones, employees have much greater visibility when they leave work, resulting in increased exposure and potential for harm to an employer's reputation. So, can employers monitor or discipline employees for policy violations that occur when an employee is off-duty and off-premises? READ MORE

Michael Koethner

Let's be honest and straightforward. Smart Leaders and Companies never compete with another, they support each other, share experiences and goals in order for others to learn from and evolve; because they understand that the benefits of sharing will benefit everyone and increase the abundance within their community. Each of these smart leaders and companies are very well aware of their uniqueness, personality traits, special talents and skills; and by sharing all of these features with others they will create a more wonderful world to live and work in, for everyone. READ MORE

Susan Tinnish

Standards exist everywhere in the world around us. Development of three primary standards used by event planners for meetings and events creates a new bar for hotels which serve as a primary venue for meetings and events. This article aims to increase hotelier's basic knowledge issues addressed in standards - environmental issues (waste, diversion rates, air quality, water conservation) and sociocultural issues (Fair Trade, sustainable wages, and legacy issues). The article identifies “hot buttons” where planners will be looking to hotels for sustainable practices. Finally, nine tips are offered to help hoteliers prioritize sustainable initiatives within the context of their own hotels, customer base, brand, and also their own opportunities. READ MORE

Tracey Holloway

In this business, our over-arching focus is often on how well we are serving our guests. Yet, perhaps an equally important question for management to ask is, how well are we serving our employees? Having a healthy and productive staff is an obvious boon to a hotel. Yet, most often health care benefits fall short of providing all employees with options that truly serve their day-to-day wellbeing. According to the National Center for Health Statistics, about 22.3 million people in the U.S. did not receive medical care in the last year due to cost, and another 15.7 million did not receive much-needed care due to cost. READ MORE

Bernard Ellis

Today's hotel managers face the challenge of growing revenue while simultaneously combatting continuously rising costs. While the hospitality industry has always been vulnerable to short-term impacts from global or regional events, new buying patterns encouraged by Internet booking channels, as well as the costs of using them, continue to be extremely unpredictable. In this increasingly uncertain environment, hoteliers have no choice but to constantly predicting future outcomes and adapt to them as they change. READ MORE

Kyle Rogg

In hospitality, our greatest asset can also be our most powerful threat. The hallmark of every respected hotel has always been its personnel; it's the empathy, the personal touch, the sunny disposition, and the individual commitment to creating a superior guest experience that differentiate a brand and earn customer loyalty. In today's world, customer experiences, both good and bad, can be shared virally in an instant, and the success of every hotel hinges on the delivery of effective customer service. READ MORE

Brian Mitchell

Generation Y dominates the ranks of floor staff in hotel restaurants - an area renowned for problems in performance and turnover. This is often attributed to stereotypical characteristics - such as poor work ethic, no interest in the job, inability to remain focused, weak communication skills… Our research into Gen Y however has revealed a balance of contrasting positive values. The key to motivating them is to target aspects of the job that make best use of these attributes. The selling and service of wine is the perfect vehicle. When used in conjunction with the technique of “wine bites” it encourages professionalism and makes for valuable contributions to diner service and F&B profits READ MORE

Larry Mogelonsky

The world of food is changing. People of all walks of life are starting to become more health-conscious and selective in their meal choices. As demand for healthy food options increases, it presents an opportunity for hotels to become F&B leaders in this area. One such area worth exploring is nutraceuticals - that is, supplements and functional foods that can be added to meals in order to enhance its nutrient content. Incorporating one or more of these augmented foods may be a more practical method of appealing to the wellness-minded crowd because it won't require a complete menu revamp. READ MORE

Janet Gerhard

As Peter Drucker once said, "Marketing … is the whole business seen from the point of view of its final result, that is, from the customer's point of view. Concern and responsibility for marketing must, therefore, permeate all areas of the enterprise." While viewed most often as a necessary evil, guest recovery, when done correctly, is an additional opportunity to build loyalty. True service recovery is defined as "... a situation in which a consumer has experienced a problem which has been satisfactory resolved, and where the consumer subsequently rates their satisfaction to be equal to or greater than that in which no problem had occurred." In today's highly competitive marketplace, having an authentic recovery interaction is paramount as guests' expectations continue to evolve. READ MORE

Ken Hutcheson

In the ever growing hospitality industry, first impressions are critical for establishing and maintaining a competitive edge. Each property has its own unique twists and turns that can be used to create an appealing look and feel for the property. In this article I look at how every landscape can be used to create an attractive space that transports guests to a different place, whether you want to create small, intimate spaces, highlight a particular feature, or maximize a difficult-to-tame sloping property. READ MORE

Kelly McGuire

Most revenue management experts agree that in order to continue to drive revenue and profits in a changing marketplace, the hotel revenue management discipline must evolve from revenue management to price optimization. As hotels make this important shift, it is crucial that executives understand what price optimization is, how it relates to revenue management, and what advantages will be gained from this approach. In this article, I'll briefly describe how pricing in hospitality and travel has evolved over the past few decades, then I'll define price optimization and describe why it is important for hotels to leverage this approach. READ MORE

Christopher Bolger

With the volume of credit card swipes at hotel check-in, as well as at their bars, restaurants and shops, hotels offer ample opportunities for cyberattacks. Cybercrime is evolving and escalating, and the potential damage of a data breach to a hotel's bottom line and reputation cannot be ignored or understated. Every hotel executive should take seriously the threat of computer security breaches, implementing the most up-to-date prevention and risk management practices, creating an emergency response plan and securing sufficient insurance coverage in the event there is a breach. READ MORE

Laurence Bernstein

The Boutique Hotel category has become an unfortunate victim of its own success. Mass marketing and misunderstanding has led to a watering down of the idea and the delivery of cookie-cutter “boutique-experiences”. The confusion among owners and operators between great small hotels and boutique hotels is part of the problem…but understanding the difference is the key to improved success (whether you are a real boutique hotel or a great small hotel). This article reviews the history of the category, what went wrong, what is working and suggests ways to improve. READ MORE

Werner Absenger

Heart Rate Variability (HRV) training has the potential to improve employees' health by lowering blood pressure and improving emotional health. HRV training also has the potential to help tap your crew's creativity and intuition. It also may support employees to become better communicators. Amazingly enough, HRV training may contribute to “collective coherence.” READ MORE

Sherry Heyl

Social Media channels offer unlimited information, both for guests looking to book a hotel room and for hoteliers looking to increase their bookings. Of course because the social web is a noisy place, posting great content and images on your social channels is not enough to affect the bottom line. You have to set a goal for your social media efforts that go beyond likes and shares, you have to have a team that is committed to driving revenue, and you have to have a workable strategy. READ MORE

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