Editorial Board   Guest Author

Ms. Heston

Michelle Heston

Regional Director of Public Relations, Fairmont Hotels & Resorts

Michelle Heston serves as the Regional Director of Public Relations for Fairmont Hotels & Resorts. In this role she oversees the marketing communication and public relations efforts for eight luxury holdings in the western US and Hawaii. In addition to media outreach, advertising and brand communication activities, she is responsible for exploring, cultivating and leveraging cross marketing relationships for the brand. She proudly spearheads Fairmont's regional “green” marketing efforts. Working with the California Coastal Commission for the past several years, Ms. Heston coordinated Fairmont's five drop-in cleanup sites across the Golden State (Newport Beach, Santa Monica, San Jose, San Francisco and Sonoma). Annually over 1,000 colleagues of Fairmont accompanied by friends, family members and recruits scour the state's inland waterways and beaches for litter as part of the annual California Coastal Cleanup Day. Ms. Heston also mentors hotels in the region to serve as environmental ambassadors in their local communities. Working with each property's green team she leads the design and implementation of each property's eco-signature project. These projects include relationships with Heal the Bay, CUESA (Center for Urban Education about Sustainable Agriculture) and the Sonoma Ecology Center in Northern California. Supporting Fairmont's commitment to sustainable tourism and environmental stewardship, she recently designed and coordinated an impressive fundraising campaign for California's “Save our Parks” initiative. She has earned an MBA and regularly lectures in the areas of marketing, public relations, advertising and social media. Married and a mother of two daughters she and her family currently reside in eco-conscious Marin County, California.

Ms. Heston can be contacted at 707-939-2477 or michelle.heston@fairmont.com

Coming up in July 2018...

Hotel Spa: Oasis Unplugged

The driving force in current hotel spa trends is the effort to manage unprecedented levels of stress experienced by their clients. Feeling increasingly overwhelmed by demanding careers and technology overload, people are craving places where they can go to momentarily escape the rigors of their daily lives. As a result, spas are positioning themselves as oases of unplugged human connection, where mindfulness and contemplation activities are becoming increasingly important. One leading hotel spa offers their clients the option to experience their treatments in total silence - no music, no talking, and no advice from the therapist - just pure unadulterated silence. Another leading hotel spa is working with a reputable medical clinic to develop a “digital detox” initiative, in which clients will be encouraged to unplug from their devices and engage in mindfulness activities to alleviate the stresses of excessive technology use. Similarly, other spas are counseling clients to resist allowing technology to monopolize their lives, and to engage in meditation and gratitude exercises in its place. The goal is to provide clients with a warm, inviting and tranquil sanctuary from the outside world, in addition to also providing genuine solutions for better sleep, proper nutrition, stress management and natural self-care. To accomplish this, some spas are incorporating a variety of new approaches - cryotherapy, Himalayan salt therapy and ayurveda treatments are becoming increasingly popular. Other spas are growing their own herbs and performing their treatments in lush outdoor gardens. Some spa therapists are being trained to assess a client's individual movement patterns to determine the most beneficial treatment specifically for them. 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.