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 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.