June Sales & Marketing: Selling Experiences

Trending articles this week...

Diana Mestre

As ever-increasing numbers of guests adopt a wellness lifestyle, resorts, tour operators and travel agents are incorporating various elements of wellness into their product and service offerings. Resort Wellness Encounters provides an expanded vision to elevate, influence and inspire guests to an immersive encounter of enlightened living. Guests no longer want to be passive and adhere to the resorts rigid programs of yesterday wellness, as guests become empowered they want to design their own experiences, learn about the local culture, flavors, and healing traditions, creating their personal authentic journey that redefines wellness through unique moments and memories. Today the where, when and how are the new variables of the new hospitality matrix. Read on...

Jeff Hart

Jeff Hart, General Manager of the Los Angeles Airport Marriott shares tangible and practical insights and tips on how hotel executives can motivate and inspire the team during a hotel renovation. From facelifts to complete overhauls, properties must take the necessary steps to stay up-to-date with current trends, latest technologies, and the needs of today's travelers – which brings many hotels to renovation. Hart discusses the idea that during a renovation, emphasis must be placed on inspiring and uplifting staff, as it is their overall project knowledge, enthusiasm, and feelings towards the transformation that ultimately trickles down to the guest and the experience they have on property. Keeping the staff motivated, invested, and enthusiastic is a vital piece of the job when it comes to team leadership, and Hart shares nine tools in which managers can do so. Read on...

Stuart Butler

The war over direct bookings has died down in recent months. Despite Hilton and Marriott's best efforts with their "Stop Clicking Around" and "IT Pays To Book Direct" campaigns, nothing much has changed. I still speak with properties on a daily basis who are 60%, 70%, or even 80% reliant on OTAs for their bookings. This not only eats into a property's profits but it also places them in a really risky position as we face a possible economic downturn,. Read more about the real danger of over-reliance on OTAs and how you can avoid falling into the same trap. Read on...

Kristi Dickinson

Spas were once seen as simply an amenity in a hotel. However, as the annual growth in RevPAR slows, it is more important than ever for other divisions, such as spa, to maximize their profit potential. According to the 2018 Spa Industry Study by the International Spa Association (ISPA), nearly one third of resort and hotel spas operated with a profit percentage of 25% or higher. The global wellness market is valued at $4.2 trillion (and growing), so the demand is evident. Benchmarking and a keen understanding of the spa's key performance indicators (KPIs) can dramatically improve these business results. Read on...

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.