Editorial Board   Guest Author

Ms. Bingham

April Bingham

Spa Director, The Aria Spa at Vail Cascade Resort

As Spa Director of Aria Spa in Vail, April Bingham works with her team of therapists to create a mountain sanctuary guests can visit to naturally restore mind, body and soul balance. She is continuously working with spa retailers and influencers to learn about new treatments, service breakthrough and natural/organic products she can incorporate into Aria Spa to keep the spa at the forefront of industry trends. A strong believer that spa visits are more than just a treatment, Ms. Bingham has implemented various spa guest programs and initiatives to enhance a guest's spa experience. Under her direction, Aria Spa has grown to be one of Vail Valley's premiere spas, most recently ranking 24th on Conde Nast Traveler's Top 100 Resort Spas - U.S. Mainland. Ms. Bingham joined Aria Spa in August 2007 and oversees spa operations for the 14-room facility, which includes managing more than 60 associates, retail partnerships, spa promotions and guest relations. Since Aria Spa is located inside Aria Club, which is part of Vail Cascade Resort, Ms. Bingham also works with club and hotel executives to create spa programs, events and promotions for club and hotel guests.

Ms. Bingham can be contacted at 970-476-7111 or abingham@destinationhotels.com

Coming up in April 2019...

Guest Service: A Culture of YES

In a recent global consumers report, 97% of the participants said that customer service is a major factor in their loyalty to a brand, and 76% said they view customer service as the true test of how much a company values them. And since there is no industry more reliant on customer satisfaction than the hotel industry, managers must be unrelenting in their determination to hire, train and empower the very best people, and to create a culture of exceptional customer service within their organization. Of course, this begins with hiring the right people. There are people who are naturally service-oriented; people who are warm, empathetic, enthusiastic, pleasant, thoughtful and optimistic; people who take pride in their ability to solve problems for the hotel guests they are serving. Then, those same employees must be empowered to solve problems using their own judgment, without having to track down a manager to do it. This is how seamless problem solving and conflict resolution are achieved in guest service. This willingness to empower employees is part of creating a Culture of Yes within an organization.  The goal is to create an environment in which everyone is striving to say “Yes”, rather than figuring out ways to say, “No”. It is essential that this attitude be instilled in all frontline, customer-facing, employees. Finally, in order to ensure that the hotel can generate a consistent level of performance across a wide variety of situations, management must also put in place well-defined systems and standards, and then educate their employees about them. Every employee must be aware of and responsible for every standard that applies in their department. The April issue of the Hotel Business Review will document what some leading hotels are doing to cultivate and manage guest satisfaction in their operations.