Building a Spa Brand Around Teens
By Lucia Rodriguez Amasio Laniwai Spa Director, Aulani, A Disney Resort & Spa, Hawaii | July 12, 2015
Today’s travelers not only seek wellness in their escape, but also have come to expect it. As a result, hotels and resorts—having recognized the demand for expanded and unique wellness programs—may need to take a closer look at their branding. It is critical to ensure the offerings are properly positioned in consumer-facing marketing and communications, as well as accurately reflected in the spa’s design, staff, food options and treatment offerings.
At Laniwai Spa located at Aulani, a Disney Resort & Spa in Hawai‘i, branding around the concept of family wellness has been at the forefront since our resort’s inception. At our spa, we believe it is important to creatively offer experiences for the entire family in an environment that embraces the Hawaiian connection to nature.
Our spa is aptly named Laniwai (pronounced lah-nee-vai), meaning “freshwater heaven,” to emphasize the cultural importance of water. Laniwai is an 18,000-square-foot full-service spa and wellness center with 15 treatment rooms, a fitness center and a full-service salon for hair, makeup and nail services. In addition, Laniwai is home to the Kula Wai, a 5,000-square-foot outdoor hydrotherapy garden for guests to enjoy before or after their spa treatments. The Kula Wai houses herbal pools, six unique “rain showers,” hot and cold whirlpools and plenty of outdoor relaxation areas with a menu of healthy foods and beverages. The state-of-the-art, 2,000-square-foot health club features Life Fitness cardiovascular and strength training equipment, a Kinesis machine, free weights and a stretching area.
Capitalizing on the niche of family wellness, Laniwai Spa offers a variety of family wellness programming to ensure each and every member of the family has a chance to immerse themselves in the magic that is Aulani. An example is the family massage, The ‘Ohana. Designed for three to six family members, this experience utilizes the healing touches of lomilomi in a family treatment suite.
Taking the family wellness concept one step further and diving deeper into the niche teen-specific wellness is where our concept of Painted Sky—the islands’ only teen spa—was born.
Seeing the Need: A Spa Just for Teens
The Hotel Business Review articles are free to read on a weekly basis, but you must purchase a subscription to access
our library archives. We have more than 5000 best practice articles on hotel management and operations, so our
knowledge bank is an excellent investment! Subscribe today and access the articles in our archives.