HOTEL BUSINESS REVIEW

July FOCUS: Hotel Spa

 
July, 2021

Hotel Spa: Immense Transformation

There is no doubt that the Hotel Spa industry is undergoing an immense transformation as a result of the pandemic. New cleanliness standards for facilities, new safety standards for employees, and new ways of interacting with guests are now the New Normal, and will be for the foreseeable future. Given that some former patrons might be reluctant to return due to safety concerns, some spas are offering contactless experiences that utilize high-tech technologies to address wellness concerns like sleep, stress, pain, and immunity. Other spas are expanding their services to include life coaches, osteopaths, psychologists, and nutrition counselors in an effort to help their guests achieve a balanced lifestyle. Some spas are tapping into traditional Asian rituals to create programs such as sound healing, chakra balancing, and intuitive energy reading. Other programs emphasize re-connecting with Nature and have developed outdoor treatments such as Star Bathing, Feet in the Creek, and Treehouse meditations. The July issue of the Hotel Business Review will document what some hotel spas are doing to promote and manage their operations so guests can safely return for their health, wellness and beauty treatments.


This month's feature articles...

Ilana Alberico

The "one-size-fits-all" spa model no longer serves guests and spa therapists post-pandemic. As self-care and paths to well-being have become paramount, today's spa guests are demanding customized treatments that address their specific needs. At the same time, staffing has become the spa industry's number one challenge. READ MORE

Mariana Palmeiro

The rapid growth of the wellness tourism sector sees no sign of slowing down, with modern life and the pandemic making wellbeing even more central in consumer decision making. Co-Founder and Head Wellness Consultant at Well Culture and visiting lecturer at Glion Institute of Higher Education and Les Roches, Mariana Palmeiro, discusses how hotels can seize this wellness opportunity to increase revenue and deliver an aligned experience for their guests. READ MORE

Philia Tounta

Wellness tourism is the fastest growing segment within the global tourism market. Failure to invest in wellness now could be an expensive mistake. Once the pandemic is gone, many of us will realize that it's less about uncontrollable consuming and more about pampering ourselves, and that wellness will be a dynamic parameter in how we guide our lives. READ MORE

Robert  O'Halloran

Spas have been present at hotels in various forms for many years. Wellness programs on the other hand are still a work in progress and the definitions of wellness are numerous. The differences in definitions appear to be a matter of context and concept but are part of a broader wellness tourism umbrella. This discussion will focus on spas and wellness programs in hotels and share some marketing and management best practices. READ MORE

Herbert Laubichler-Pichler

How can hoteliers authentically promote health and well-being initiatives unless we ourselves are mindful of, and taking full responsibility for, our own health and wellbeing? Despite the challenges stemming from COVID-19 including temporary hotel closures, a silver lining would have to be, in addition to resilience, a heightened focus on just how precious our health and wellbeing are. READ MORE

Lynne McNees

Long before the COVID-19 pandemic, the spa industry struggled against a significant talent shortage, which has only grown more pronounced over the last year. In this article, International SPA Association President Lynne McNees examines the spa industry's workforce-related challenges, shares ways those issues can be addressed and explains what resorts and hotels stand to gain from confronting this talent challenge. READ MORE

Mary Tabacchi

The market is ready for a recovery of both the hotel and spa industry and the consumers' needs. Mental and physical health are strongly intertwined in both the spa and the hotel? Spas can no- longer be viewed as just pampering. A large part of wellness/well-being at this point is healing and recovery for the hotel, hotel spa, employees, and guests. READ MORE

David  Stoup

As the industry heads toward recovery, hotel spas are in a unique position to capture increasing demand as people look to focus on wellness after a stress-filled year. Here are a few ways hotel spas can capitalize on the growing health and wellness market, which is valued at $4.5 trillion on a global basis. READ MORE

Tammy Pahel

In the midst of the pandemic, Carillon Miami Wellness Resort debuted new touchless wellness services. Developed with top wellness entrepreneurs from around the world, the new menu features wellness-enhancing treatments, each of which addresses a range of issues such as sleep health, anxiety, muscle recovery, weight loss, respiratory health, and spiritual wellness. READ MORE

Kurt A. Broadhag

Gyms have long been categorized as a "higher risk" public space now even more so in response to the Covid outbreak. In this article, Kurt Broadhag, a fitness professional with over 25 years of experience in gym design gives a thorough outline of what policies you can adopt within the hotel fitness center to regain guest trust and create a safe workout environment free of worry. READ MORE

Francisco Levine

Francisco Levine, Chief Business Officer at Bryte spotlights three key technology trends hoteliers will see emerging in the industry. Learn more about how AI technology is revolutionizing the hospitality industry from the guest relations standpoint, and the opportunity it holds for hoteliers to develop stronger connections with their guests, streamline operations, and provide an unmatched and otherwise unachievable level of personalization. READ MORE

Joon Aun Ooi

As global travel starts to recover, health and wellness are slated to become part of a hotel's core DNA and would be a game changer for the future of the hospitality industry. Joon Aun Ooi, President, Asia Pacific, Wyndham Hotels & Resorts, shares how health and safety continue to be a top priority, while providing exceptional experiences for their guests and employees. READ MORE

Claire Way

It's an exciting time to be in the wellness industry, and if you're fortunate to be able to travel, to be a wellness traveller. Whilst the pandemic slowed many projects, momentum is changing. In this article we will look at best practices to consider when building or expanding your spa and wellness facilities in new build hotels or renovations. READ MORE

Gaye Steinke

Now more than ever, wellness is at the forefront of the hospitality industry as we all try to recover from the negative health – and financial - impacts of the COVID-19 global pandemic. The Westin Riverfront has stayed focused on helping guests relax and stay healthy by offering numerous opportunities for them to experience better overall physical, mental & spiritual wellness. READ MORE

Susie  Ellis

What are travelers seeking? Susie Ellis presents three powerful wellness trends now impacting all hotels, not just wellness destinations. These are the shifts she wants every hotel to "get" and get right, because they're not just going to impact properties in the next few months– but for years. It can mean looking at your property, your offerings and operations in a whole new way. READ MORE

Todd Walter

As the COVID-19 pandemic continues to evolve and the hospitality industry plans for a more resilient future, hotel and resort spas that have moved towards attracting local residents to improve their bottom lines and build lasting consumer relationships are excelling, even during these challenging times. Set your hotel spa business up for success, both today and into the future, by thinking and acting locally. READ MORE

Colletta Conner

As COVID-19 has devastated the world, we as a human race are forced to think about our health and well-being more holistically. More importantly, hotels are faced with the significant challenge of creating comprehensive wellness programs to address the post-pandemic needs of travelers. However, do hotels have the power to make a positive impact on the recovery of the global culture? READ MORE

Shane Bird

The COVID-19 pandemic has changed the face of hospitality as we know it. Perhaps no other sector in the hospitality industry best encapsulates the changes that have taken place over the past year than that of spas. In this article, Turning Stone Resort Casino shares the procedures it has introduced to ensure spas operate to the highest levels of safety, while offering guests premium spa experiences. READ MORE

Laszlo Puczko

What is hotel spa 4.0? How can hotel spas respond to the growing interest in anything healthy? Hospitality developers and operators need to achieve a better integration and coordination aiming at guests well-being. It is time to parallel to C-suite introduce W-suites! Goodbye hotel spa, hello hotel health hub! READ MORE

Trent  Munday

Hotel Spas are in need of a reset. We have been for a while. COVID-19 may not have been the cause for many of our woes, but it may prove to be the much needed catalyst for change and more importantly, it has given us the cover that we wanted. Now is the time. READ MORE

Ernesto Osuna

The pandemic is a profound reminder of the need to look after our health, each other and the planet. There are plenty of spa and wellness developments at Melia? Koh Samui that support our belief hotels that lessen their carbon footprints and improve the plights of their local communities are more appealing than ever in our brave new world. READ MORE

Lynn Curry

With an infinite number of ways to define wellness and the many meanings it has for each of our property's guests, we have the opportunity now more than ever to get creative with activities and service offerings that generate a sense of well-being through happy, relaxing, reflective, adventurous, educational and joyful engagement both in and out of the traditional spa walls. Offerings that generate attention, create customer loyalty, and ultimately generate revenues. READ MORE

Vicky Nash

Geothermal properties are experiencing a rapid resurgence with a positive outlook ahead. Over one-hundred industry leaders recently provided insight on the increasing popularity of hot springs soaking. Several new facilities were unveiled in 2020 and dozens of improvement projects are underway. Many of these restorations are located at historic sites from the late-1800s. This renaissance demonstrates strong consumer interest in wellness-oriented activities. READ MORE

Mia A. Mackman

Forming new relationships and participating in healthy collaborations, conferences and industry groups have become cornerstones to building strong frameworks to conducting business. Amid the many challenges we have faced throughout COVID, travel restrictions and meeting and conference cancellations; this unparalleled time highlights the challenges and continued importance of developing our interpersonal and professional relationships. READ MORE

Benjamin Farber

As vaccinations re-energize our population and our anticipation for travel, we have to wonder: what will the future feel like? How can we carry the innovations inspired by a pandemic into creating new spa experiences -- and tomorrow's adventures? Ben Farber, President of Bristol Associates, takes a look at the lessons to hold on to, including five key tools to keep from the last year. READ MORE

Coming up in October 2021...

Revenue Management: Monetizing All Offerings


Of all the departments within hotel operations, Revenue Management may have been the hardest hit, due to the pandemic. The logic goes - no revenue, no need for revenue managers - so many industry professionals were furloughed. If business rebounds in 2021, as expected, then hotel management will have to determine when prevailing occupancy levels justify bringing back their revenue management team. Also, the pandemic seems to have exposed some weaknesses in the traditional RevPAR models. There is a growing understanding that it is no longer sufficient to use a "revenue per available room" model; instead, hotels are adopting a TRevPAR model (total revenue per available room). This model recognizes that revenue streams from other departments are just as important as the revenue gained from rooms. As a result, hotels are looking at ways to monetize any and all hotel offerings - from dining outlets and spas to outdoor function spaces and local partnerships. The October issue of the Hotel Business Review will examine these developments and report on how some leading hotels are executing their revenue management strategies.