Editorial Board   Guest Author

Ms. Johnson

Elizabeth Johnson

Senior Public Relations & Marketing Manager, American Hotel & Lodging Educational Institute

Elizabeth M. Johnson is senior public relations & marketing manager for the American Hotel & Lodging Educational Institute (EI). She has worked for the Educational Institute for 15 years in a variety of communications, public relations, and marketing roles. During that time, she has written numerous articles about hospitality training, education, and professional certification for several hospitality trade publications. Ms. Johnson is the co-author (with Bridgette Redman) of two Educational Institute textbooks Spa: A Comprehensive Introduction and Retail Management for Spas, and contributed to the development of the Supervisory Skill Builders for the Spa Industry workbook series. Ms. Johnson was also a contributing writer for the Educational Institute's case study series. More recently, she has become involved in the Institute's social media and electronic marketing, and also assisted with the development of one of EI's new online components for hospitality management textbooks—providing voice-over narration for the Managing Housekeeping Operations online component. Ms. Johnson holds a master's degree in journalism from Indiana University and a bachelor's degree in communications from the College of Notre Dame of Maryland.

Ms. Johnson can be contacted at 517-318-2359 or EJohnson@ahla.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.