Editorial Board   Guest Author

Ms. Smith

Deborah Smith

Principal, Smith Club & Spa Specialists, USA

Deborah Smith is a native New Yorker with a Masters degree in Business Administration and Bachelor of Arts degree from Tufts University. She has completed graduate coursework at New York University in education and therapeutic recreation. Ms. Smith began her career in the advertising industry as an account executive for a major Procter & Gamble brand. Her first job in the spa industry was as executive assistant to the Deborah Szekely, owner of the Golden Door and Rancho la Puerta resorts. Prior to founding Smith Club & Spa Specialists in 2000, Ms. Smith served in a variety of top management and development roles in the spa and hospitality industry in positions such as National Marketing Director, Spa Director, Club General Manager, and Vice President of Business Development. Her consultancy, Smith Club & Spa Specialists, has provided project assistance to over 100 clients in commercial real estate development, asset management, spa and hotel operations. The firm's specialty is branding and business planning, conceptual development and program design, and operational audits. She served on the Board of Directors of ISPA (the International Spa Association) and as Treasurer/CFO for BANA (Balneology Association of North America), a California non-profit dedicated to education, research, and information about natural mineral springs in Canada, the U.S. and Mexico. Ms. Smith earned a CMC in management consulting in 2011. This professional certification meets the stringent global standards of ISO/IEC 17024 and signifies the highest standards of knowledge, competence, and ethics. In her spare time she is an outdoors enthusiast and teaches Spa Marketing & Branding for the University of California/Irvine in its Spa & Hospitality Management professional certification program.

Ms. Smith can be contacted at 970-927-1549 or spasmith@comcast.net

Coming up in July 2018...

Hotel Spa: Oasis Unplugged

The driving force in current hotel spa trends is the effort to manage unprecedented levels of stress experienced by their clients. Feeling increasingly overwhelmed by demanding careers and technology overload, people are craving places where they can go to momentarily escape the rigors of their daily lives. As a result, spas are positioning themselves as oases of unplugged human connection, where mindfulness and contemplation activities are becoming increasingly important. One leading hotel spa offers their clients the option to experience their treatments in total silence - no music, no talking, and no advice from the therapist - just pure unadulterated silence. Another leading hotel spa is working with a reputable medical clinic to develop a “digital detox” initiative, in which clients will be encouraged to unplug from their devices and engage in mindfulness activities to alleviate the stresses of excessive technology use. Similarly, other spas are counseling clients to resist allowing technology to monopolize their lives, and to engage in meditation and gratitude exercises in its place. The goal is to provide clients with a warm, inviting and tranquil sanctuary from the outside world, in addition to also providing genuine solutions for better sleep, proper nutrition, stress management and natural self-care. To accomplish this, some spas are incorporating a variety of new approaches - cryotherapy, Himalayan salt therapy and ayurveda treatments are becoming increasingly popular. Other spas are growing their own herbs and performing their treatments in lush outdoor gardens. Some spa therapists are being trained to assess a client's individual movement patterns to determine the most beneficial treatment specifically for them. 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.