Editorial Board   Guest Author

Ms. Fields

Brenda Fields

Founder, Fields & Company

Fields & Company was founded by Brenda Fields, a strategist and sales and marketing expert, to apply the formulas for success she developed over the years to assist owners and operators in achieving target revenues through cost effective, well-founded strategic plans and through creating and sustaining strong brands. She brings a unique perspective and an ability to fully understand each client's challenges, honed from over a two decade-long record of unparalleled success in the hospitality industry. Industry leaders and innovators ranging from Ian Schrager to real estate developer Harry Macklowe have benefited from Brenda's distinctive combination of strengths: to analyze and manage every detail of an assignment while never taking her eye off the bigger picture. Every marketing initiative With a "who's who" roster of clients, Brenda has worked with a number of industry leaders and real estate investment companies including Starwood Lodging Corporation, Vornado Realty Trust and Planet Hollywood, Choice Hotels International, John Hancock Mutual Life Insurance Company, Olympus Real Estate Corporation, Pew Charitable Trust Foundation and Apple Core Hotels among others. Her consulting practice for independent properties has included a wide range of clients such as The Kitano Hotel, New York; Woodlands Resort and Inn, Summerville, South Carolina; The American Club, Kohler, WI; Founders Inn and Conference Center in Virginia Beach, VA; The Addison, Boca Raton, FL; Bel Age Hotel, Los Angeles, CA; Mondrian Hotel, West Hollywood, CA; and as well as clients in international locations, i.e. Costa Rica, England, and Germany. Brenda, an industry leader and spokesperson, is a member of the prestigious International Society of Hospitality Consultants; served on the Americas Board of Directors for HSMAI; is Immediate Past President of the Hospitality Sales & Marketing Association International in NYC; was named one of "The Top 25 Most Extraordinary Minds in Sales and Marketing" by HSMAI and the "Leadership Development Award”; is a member of the Editorial Board of HotelExecutive.com; contributes regularly to international publications Hotel News Now, Hotels Online, Hotel Resource Weekly Network News, and eHoteliers. For more information visit www.fieldsandcompany.net

Ms. Fields can be contacted at 518-789-0117 or brenda@fieldsandcompany.net

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.