Editorial Board   Guest Author

Ms. Griffin

Nancy Griffin

Founder, Contento Marketing

Nancy Griffin is a recognized leader in the spa industry. Known as a trendsetter in spa and wellness for more than 20 years, Ms. Griffin completed Graduate Management studies at the prestigious Cornell University School of Hotel Administration, where she performed research for the International Spa Association. After graduating in 1995, she founded her first marketing firm, The Wellness Resource.

Ms. Griffin's specialty is the creation of marketing and networking platforms that bring together the fragmented spa industry. In 2000, she founded SpaTrade.com—the spa first online community. In 2007, she founded SpaExec, boutique regional trade events for spa executives. Questex Media Group acquired SpaTrade and SpaExec in August 2008. Ms. Griffin continued on as Executive Director of SpaTrade and SpaExec for 2 years. During that time she also directed the educational programs for the International Esthetics, Cosmetics & Spa Conferences (IECSC). She currently manages the annual ISPA Media event in New York City, curating sponsors, journalists and influencers in travel, spa and beauty.

In October 2010, Ms. Griffin founded her current marketing and PR consulting firm, Contento Marketing. Contento has been helping brands successfully penetrate the spa market through creative marketing, PR and sales strategies. Uncovering an unmet need for retail support in spas, Contento has partnered with long-time client TouchAmerica on a new venture—BESPOKE Artful Retail Display Solutions.

A sought-after speaker, Ms. Griffin has spoken at dozens of industry events, including the ISPA Conference, Luxury Travel Expo, Professional Spa London and Cosmoprof Bologna.


Please visit http:\\www.contentomarketing.com for more information.

Ms. Griffin can be contacted at 415-987-0012 or nancy@contentomarketing.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.