Editorial Board   Guest Author

Ms. Finjer

Corey Finjer

Sr. Vice President, Hawkins International PR

Corey Finjer has been with Hawkins International PR (HIPR), a top-tier global PR firm specializing in travel lifestyle, hospitality and spa/wellness brands, for almost a decade. Since joining HIPR, she has overseen the launch of several major projects from the multi-million dollar redesign of Jumby Bay, A Rosewood Resort to the rebranding and opening of the former Versace mansion in Miami as The Villa By Barton G. Ms. Finjer also oversees ongoing traditional and new media relations campaigns for luxury hotel brands, such as Dorchester Collection, independent boutique properties, such as XV Beacon in Boston, start-ups such as Flytographer and TINT, and airlines such as La Compagnie, among others. Ms. Finjer also runs the agency's digital division, amplifying traditional results-oriented media efforts by masterfully guiding existing and new clients across the complex digital space. The digital team has seen 200% growth over the past year, developing their clients' strategic social initiatives and content, launching targeted influencer marketing programs, and elevating their community management action plans. Ultimately, she is responsible for changing the way luxury travel brands and individual properties reach and connect with their audiences - globally - across social media platforms. Prior to joining HIPR, Ms. Finjer found her passion for the hospitality industry working in-house managing marketing and public relations for The Charles Hotel, a luxury property in Cambridge, MA. She received a bachelor of science in communications, summa cum laude, with a concentration in public relations, and a bachelor of arts in psychology, magna cum laude, from Boston University.

Ms. Finjer can be contacted at 212-255-6541 or corey@hawkpr.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.