Editorial Board   Guest Author

Mr. Swinburn

John Swinburn

Executive Director, Mystery Shopping Providers Association

John Swinburn is Executive Director of the Mystery Shopping Providers Association (MSPA), a position he has held for eleven years. In this role, he has developed a keen understanding of the crucial importance to a company's image, and to its bottom line, of regularly measuring and successfully managing the customer experience. Several of the association's member companies specialize in hospitality industry customer experience measurement and management, giving him the opportunity to learn about industry-specific issues related to hotels' customer experience. That access, coupled with a career in association management spanning more than thirty years—many of which have been spent in various components of the hospitality industry—has given him a unique perspective on the ways in which both organizations and individuals perceive and respond to hotel brands. During his tenure with MSPA, Mr. Swinburn was instrumental in launching an annual industry operating ratio survey, the results of which member companies can use as benchmarks for their own financial and operational performance. "I am a firm believer in the concept that 'what gets measured gets done' and it just makes sense that the mystery shopping industry, which is all about measurement, should have its own internal measures to ensure good performance," he says. Mr. Swinburn was involved in the process which transformed MSPA from what had been a primarily North American association into a global organization with four distinct and largely autonomous geographic regions serving the North American, European, Asia-Pacific, and Latin American markets. Prior to forming his own association management company, Challenge Management, Inc. (which includes MSPA as a client), he served as executive director of what is now the International Association of Venue Managers and as senior vice president and chief operating officer of what is now the International Association of Exhibitions and Events. Earlier in his career, while employed by two Chicago-based association management companies, he served as executive director of several trade associations and professional societies. Mr. Swinburn graduated from the University of Texas at Austin with a bachelor of arts degree. He took graduate level courses at Sam Houston State University.

Mr. Swinburn can be contacted at 972-406-1104 or info@mysteryshop.org

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.