Editorial Board   

Ms. Lutz

Didi Lutz

President, Didi Lutz PR

Didi Lutz is an internationally acclaimed hospitality public relations professional specializing in boutique hotels, luxury travel, destination and tourism communications. Prior to starting her own business in February 2005, Ms. Lutz was the Director of Communications for the Hotel Commonwealth, a 150-room luxury property in Boston. Within the first year of the Hotel Commonwealth's opening, she established the media relationship that led to worldwide recognition for the property as one of Ten Best New Business Hotels by Forbes.com. After starting her own consulting practice in 2005, Ms. Lutz expanded her client list. She worked with the historic Century House, the oldest continuously operating inn on Nantucket, and opened the boutique Hotel Providence in Rhode Island's theatre and entertainment district, along with the property's restaurant. Ms. Lutz has worked on various other destination marketing initiatives, including executing a media relations plan for the Provincetown Office of Tourism in cooperation with a Boston-based public relations agency. Her reputation expanded internationally when she started working with the four-star boutique Hotel Heritage in the charming historic city of Bruges in Belgium, and the Zacosta Villa Hotel in Rhodes, Greece. Ms. Lutz has also worked on lifestyle consumer campaigns including Snip-its, the fastest growing children's salon in the nation, which won a Bellringer Award for Best Consumer campaign by the Publicity Club of New England in 2009. Most recently, she assisted in the media relations campaign for the US launch of the luxurious Hotel Chocolat in Boston's Newbury Street.

Ms. Lutz can be contacted at 561-628-7422 or didi.lutz@gmail.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.