Editorial Board   Guest Author

Ms. Macabante

Irene Macabante

Vice President Branding & Marketing, Identity Hospitality

Irene Macabante is currently the VP of Branding & Marketing at Identity Hospitality and has over 25 years of diverse experience across several industries. Previously, she was the Co-Founder and Creative Director at Chix Creative. There, she crafted marketing, social media and success strategies and was responsible for the design of websites, web applications, branding and identity assets, print pieces, trade show booths, marketing materials and campaigns for clients in spa, life & style, technology, and search industries.

At Identity, Ms. Macabante provides high-level, highly customized concierge-style design, branding, marketing and consulting services to the luxury spa and wellness sectors. Ms. Macabante's expertise also includes building brands on the product side. She's equally excited serving Identity's product clients and offering them that same passion and expertise for building a wellness-related business that she gives to spas. Nail art and health are two of Ms. Macabante's biggest passions, rivaled only by her strong interest in and dedication to promoting sustainable disinfecting practices that also improve the health of people and animals while reducing environmental impact.

Ms. Macabante recently acquired a Disinfection and Infection Prevention Certification in order to serve the spa and hospitality communities better in the post-pandemic world. Identity Hospitality is a luxury spa and wellness consultancy based in Southern California.

Since 2017, the company has brought beautiful looking, exceptionally organized spas to life with a unique blend of guidance and collaboration. Identity prides itself on its mixture of diverse spa leadership experience combined with its involvement in all aspects of spa development and operations for over 80 spas worldwide.

Please visit http://www.identityhospitality.com for more information.

Ms. Macabante can be contacted at irene@identityhospitality.com

Coming up in November 2020...

Hotel Design: Home Away From Home

With the rise of the sharing economy and the peer-to-peer marketplace for lodging options, hoteliers are re-thinking the look, feel and appeal of their locations. There is an emphasis on re-creating a feeling of homeyness - a comfortable, cozy and inviting space that feels like home. 'This is accomplished through the careful selection of furniture design, paint colors, lighting design, artwork, bathroom fixtures and textile accessories. In addition, some hotels are providing their guests with upscale amenities, such as a book and movie library, home-style kitchenettes, a coffee machine with locally-sourced beans and tea, or even a batch of fresh-baked cookies. Similarly, there is a growing design trend based on the concept of place-making. Travelers are searching for experiences that are unique and authentic to the locale in which they find themselves, and so hotel designers are integrating a sense of place into their work. This is partially achieved by incorporating traditional artisanal crafts and other local artwork into hotel rooms and communal spaces. Another design trend includes the creation of full-service, co-working environments within the hotel. Guests don't like to stay alone in their room when they need to work, so now they can go downstairs to the lobby-or up to the roof-to work among others. These areas encourage guests - and non-guests alike - to stay as long as they like and to partake of hotel amenities. Finally, recognizing the importance of the Wellness Movement, some designers are exploring how room design can increase the likelihood of deep and restorative sleep. Creating dark and quiet spaces, blocking excessive light, providing guests with a selection of different kinds of pillows, and the ability to control room temperature, are a few of the best practices in this area. These are some of the architecture and design topics that will be covered in the November issue of the Hotel Business Review.