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

Paul Payette

Travel is experiencing a comeback, but with that comes a newfound sense of anxiety from travelers who have spent the past year at home. In order for the hospitality industry to return to its pre-pandemic numbers, it's important to understand the new habits that travelers have acquired the past year and welcome guests back with a reimagined experience that has comfort and ease built into all touch points. READ MORE

Wade Bryant

The COVID-19 pandemic has been devastating to the hotel industry in so many ways. If hotels were able to weather the storm, how and when do sales and marketing activities get revived? How do hotels do more with less and what can be done to prove that your marketing and advertising initiatives are working? I don't have all the answers but I'll share my thoughts and opinions on this subject after spending the last 20 years selling and marketing hotels across the country. READ MORE

Alain Spieser

Alain Spieser, Marketing and Communication teacher at the Geneva Hotel School, gives his perspective on how Covid 19 crisis affecting hotel sales & marketing activities has influenced the fast pace development of more extensive and efficient use of Digital tools. Can the guest experience be digitalized? READ MORE

Florian Kittler

Attracting top talents is always one of the most difficult tasks in the hospitality industry, even with a strategic process in place. While many Top Executives are made redundant and looking for new positions elsewhere this year, and a business that might come back looking very different, the task of making strategic hiring decisions is one that deserves special attention. READ MORE

Jennifer Nagy

Many marketers have used the pandemic as a crutch to get more exposure for clients, but to be effective today, we need to shift our messaging towards recovery, rather than the hardship we've all, collectively, experienced in the past 14 months. Here are 4 ways that marketers can improve their messaging to help hospitality companies discover the road to recovery. READ MORE

Walter Isenberg

The pandemic has not only challenged our operational leaders – it has forced our sales and marketing leaders to fundamentally change how they work. Learn three prominent Sales and Marketing insights that we as a company have gained throughout the pandemic, and how we see those insights shaping our future revenue generation efforts. READ MORE

Frank  Vertolli

Direct booking has been a staple in the hotel industry for brands looking to build a stronger connection with their guests. But as we move forward into a future that increasingly focuses on user profiling's privacy and ethical concerns and a shift to a "cookieless world", the need for and value of first-party data becomes more evident. READ MORE

Chris Campbell

As the travel industry gets ready for post-COVID economic recovery to come into focus, natural language processing technology - deployed to analyze online reviews and guest feedback - provides a data-driven solution to help hotels improve hygiene standards, ensure impactful staff training, and successfully personalize the guest experience. These, in turn, can help operators craft safe, post-pandemic experiences that match the expectations of business and leisure travelers alike. READ MORE

Bill Quain

Your customers have changed! They aren't waiting around for you to sell them something. Instead, they are taking action – searching the web for solutions to their problems. Learn to position yourself as a problem-solving partner, not just a salesperson. In return, you'll meet your sales goals – despite the fact that you never sold them anything. READ MORE

Amy Draheim

New tech has allowed us to maintain work relationships (thank you, Zoom), personal relationships (FaceTime), and professional relationships (Clubhouse), while also keeping us entertained (TikTok), and informed for better or worse (Facebook/Twitter). New tech has also proven to be a linchpin in saving the hospitality industry. Hotels must continue to adopt new and existing tech to appeal to today's travelers. READ MORE

John Welty

Despite the courts largely ruling in favor of insurers in response to COVID-19 claims, general liability losses continue to increase and impact hoteliers. Both the pandemic and other factors are contributing to social inflation, with rapidly expanding litigation costs impacting insurer claims payouts, loss ratios and rates. In this article, we'll examine the factors contributing to this trend and its potential impact on hoteliers. READ MORE

Robert Gilbert

HSMAI's recent series of Executive Roundtable programs for hotel sales and marketing leaders revealed the trends, challenges, and priorities that have reshaped the hospitality industry during the pandemic - including the frustrations of trying to sell when so many factors are still up in the air, the advantages of focusing on high-performing verticals, the need to approach virtual sales and marketing differently, and the importance of training and supporting teams as they've adapted to remote work. READ MORE

Justin Hauge

Weighing in on recent shifts, Justin Hauge outlines the new pillars of post-COVID marketing. Justin is the Chief Growth Officer at Rabbu, a flexible rental asset management company named by Welp as one of the top real estate companies in America. Here, he highlights the magic of concurrent listings, the value of automation, and the new language of marketing. READ MORE

Gary Richards

Conditions over the last year are forcing us to revisit traditional marketing results, and today we must find patience to work and wait, something uncomfortable to many. But while some customers do not have the willingness to buy just yet, there are important steps we can take now that will set the stage for our future success. READ MORE

Alexandre Sogno

Ever wonder if your hotel is optimizing its sales & marketing strategy? Want to discover how the sales & marketing department can transform your hotel and the impact it can have if done right? This article explores several best practices, and the impact an asset manager's services and perspective can have on this vital department. READ MORE

Karla Brooklyn

The crisis has pushed hoteliers to reconsider their long-held beliefs about retaining their systems. Perhaps there's been a fear of accepting the heavy investment that came with introducing systems which quickly dated and were yet to prove ROI. Here's how sales & marketing teams can use technology to position for growth, be savvy and curate the brand story for the long-term. READ MORE

Ryan McAndrew

Pent-up demand for travel is palpable. Rising U.S. vaccinations, coupled with strong pandemic stimulus, personal savings and recovering employment, are set to propel travel in the second half of 2021. Real estate senior analysts at RSM, Laura Dietzel and Ryan McAndrew, provide an in-depth look at the challenges and opportunities hotel owners and operators will face in the coming months. READ MORE

Clifford Ferrara

Now that vaccine roll-out is picking up steam and businesses begin to get back on their feet, hope lingers on the horizon. The industry is in for a period of transformative change in the months ahead-in a good way. With a goal-oriented, measurable and tactical plans in place, only hoteliers properly prepared for the looming recovery will declare victory as the race to recovery switches into high gear. Are you ready? READ MORE

Deborah Popely

Empathy is an important component of hospitality that has taken on new importance in light of the pandemic and other recent events. The public is calling upon business leaders to address long-standing social inequities with empathetic, transparent and action-oriented communications. The conversation should start with hotel employees who by extension can convey our values to guests. With the right training and support, the hospitality industry also can be agents for the greater good. READ MORE

Shahin Sharifi

With the COVID-19 vaccination programs in place all around the world, the tourism and hospitality sectors must foresee the new demands from the customers and stakeholders. This article by Macquarie University Lecturer Shahin Sharifi offers a broad view of the target market and the key change, driven by the pandemic, in the product offering. READ MORE

Coming up in August 2021...

Food & Beverage: Necessity Breeds Invention

Hotel restaurants were not immune to the devastation that Covid caused in the food & beverage industry last year. In order to survive, many operations expanded their services to include packaged food sales, prepared meals to go, mini pop-up grocery stores, meal kits, takeout, and delivery to make up for lost revenues. These hybrid operations have become increasingly popular in hotels because they maximize limited F&B space and also attract local business. In those restaurants where customers are willing to dine in, there is a greater emphasis on safety protocols. Tables and chairs are spaced far enough apart to provide a sense of safety and comfort between parties. There are also stricter cleaning and disinfecting practices occurring in between dining encounters. In addition, there is a greater emphasis on outdoor dining with its offer of fresh air. The August issue of the Hotel Business Review will report on what some leading hotels are doing to manage their F&B operations in the wake of the pandemic.