Editorial Board   

Mr. Hefler

Lawrence Hefler

Principal, Hefler International

Lawrence Hefler, principal of Hefler International and founder of BrandShares, is an accomplished marketer, whose vision and expertise in consumer marketing have driven results in the travel, leisure, and hospitality sectors. His depth of experience and understanding of shared and fractional ownership, residence clubs, and the evolving leisure real estate industry are the driving force behind BrandShares. The Hefler expertise in branding and marketing helps companies find, understand, keep, and grow customers - thereby building the value of their brand share. His mantra is that more than marketing, branding and sales training are critical in to compete in the marketplace. Mr. Hefler is the former Vice President, Brand Marketing at Hilton Grand Vacations Company. At Hilton, he led global advertising, branding, marketing, e Business and strategic alliances. Before his five years at Hilton, he was senior manager at Walt Disney where he led the transformation of Disney Vacation Development and other Parks and Resorts niche business units into e-business organizations. Prior to entering the hospitality industry, he held senior marketing management roles with Fortune 500 brands including American Express, BellSouth, and Boise Cascade.

Mr. Hefler can be contacted at 407-644-7840 or hefler@cfl.rr.com

Coming up in July 2020...

Hotel Spa: Back to Nature

As the Wellness Industry continues to expand, hotel spas are also diversifying, placing a greater emphasis on overall well-being. For some spas, this means providing clients with all-inclusive packages that include fitness classes, healthy dining, and offsite leisure activities, in addition to their core services. For example, spas near ski resorts are offering packages that include lift passes, pre-ski yoga sessions, after-ski dinners and spa treatments. Other spas are offering packages that include massages, saunas, mineral baths, hot springs, and recreational hiking and snowmobile activities. These kinds of spa offerings are also part of a "Back to Nature" movement that encourages guests to get out and experience the healing qualities of nature. One such therapy is the Japanese practice known as "forest bathing" which has become popular with spas that are near wooded areas. This practice relies on the ancient power of a forest for promoting a sense of health and well-being. Other spas are incorporating precious metals and stones into their health and beauty treatments - such as silver, gold, pearls and amber. Silver ion baths relax the body and mind, reduce fatigue, and restore energy balance. Gold keeps skin radiant and can even treat various skin diseases and infections, due to its antibacterial qualities. Amber is used to calm the nervous system and to relieve stress. Other natural products and therapies that are increasingly in demand include sound therapy, cryotherapy, infra-red saunas, and even CBD oil, which is being used in massages, facials and foot scrubs, providing a new form of stress relief. The July issue of the Hotel Business Review will document these trends and other new developments, and report on how some hotel spas are integrating them into their operations.