Editorial Board   Guest Author

Ms. Krohn

Laura Krohn

Director Spa & Wellness, La Cantera Resort & Spa

With more than 20 years dedicated to the field of spa and wellness, Laura Krohn, MPH, brings with her an understanding of the profound difference that spa professionals can make in their clients' lives.  Her extensive experience leading, and in some cases, launching, world class spa operations across the globe, includes properties in Beijing, China (Mandarin Oriental); Big Sur, California (The Spa at Ventana); at Silicon Valley's primary venture capital corridor (Sense Spa at Rosewood Sand Hill), Maui, Hawaii (Fairmont Kai Lani); St Regis, California (Remede Spa), and in Phuket, Thailand as Regional Operations Director overseeing 7 location, including Four Seasons, Bangkok.

Ms. Krohn's early career success in hospitality Food & Beverage preceded her studies at San Jose State University where she earned her Bachelor's degree in Nutrition Science and her Master of Public Health.  Her subsequent experience as a licensed massage therapist, personal trainer, nutritionist, and public health manager, uniquely qualified her to lead several prestigious spas across the globe as she combined her strong scientific knowledge of the foundations of wellness practices with her equally strong awareness of the role of care-giver service delivery.

Over the years, Ms. Krohn has also succeeded in educator and consultant roles with both established and up-and-coming wellness brands and resorts. Ms. Krohn also served as a Group Therapeutic Leader in an Acute Mental Health and Substance Abuse Disorder Level I Detox Hospital and is licensed in Residential Care for the Elderly in the State of California.  

Currently, Ms. Krohn leads the Loma de Vida Spa at La Cantera Resort as Director of Spa and Wellness.  Volunteer work at the Community Food Bank (in Tucson, AZ) and previous service at the national International Spa Association have provided further channels for her compassionate professionalism that leads wellness teams to greater excellence.

Please visit http://www.lacanteraresort.com for more information.

Ms. Krohn can be contacted at +1 210-558-2232 or lkrohn@lacanteraresort.com

Coming up in June 2020...

Sales & Marketing: Technology Rules

It is impossible for any hotel to develop an effective sales and marketing plan that doesn't include a wide-ranging digital strategy. Online platforms have impacted virtually every aspect of their business, due to major changes in how Internet users research, plan, and book their hotel visits. As a result, a successful plan includes generating traffic through the use of a hotel website, social media, email and a myriad of other digital marketing technologies. One such strategy uses data collection and automation technology to create personalized content to individual customers. The goal of personalization marketing is to engage potential customers by communicating with them as individuals - to establish a more personal relationship - as a way of encouraging them to visit a property. Video marketing is also extremely important. Showing someone authentic video from a specific location is immersive and engaging, and video is still the preferred way for customers to interact with a hotel brand. Voice and Visual Search are increasingly in demand, as consumers are moving away from typing queries into a search engine. Instead, they can simply speak their request into their phone, and find and book a hotel without ever typing a word. Similarly, other platforms allow consumers to search visually for almost any image, and find out pricing information, shopping comparisons and how-to-buy - all from the app. The adoption of Artificial Intelligence is also becoming popular. The ability of chatbots to answer simple questions or fulfill requests 24/7 is undeniably appealing. In addition, A.I. seems best positioned to qualify leads that can be later nurtured and closed by a human sales expert - all at a fraction of the cost of a traditional support team. The June Hotel Business Review will examine how some sales and marketing professionals are integrating these innovative technologies into their operations.