Putting Your Spa Enterprise on a New and Higher Platform of Recognition

By Michael Koethner Wellness & Healing Consultant, Spa Transition | February 28, 2016

Everything starts in the invisible and returns into the invisible. This incredibly powerful feature, that our science calls thought is available to all humans. It is greatly underestimated amongst everyone on the planet. The creative journey is an experience, individual, extraordinary and breathtaking. But along the way there lies the danger of creating an environment that might be very harmful or counterproductive to the user. They may find themselves caught or stuck in a rut. The trap they have created, for themselves and others, is usually defined by growing pain and limitations, that they find it increasingly difficult to free them from.

Whilst on the journey of self-discovery and recognition all obstacles that might come in the form of people or things ought to be given adequate consideration for their importance. It is very crucial to understand, and under no circumstance underestimate, the positive impact of the organic, biological human component. It must be seen as a fully integrated part of any business operation, and as a key indicator of the inter-relationship with everything and everyone.

The hospitality and wellness industry has reached a point where it has no other choice than to start applying an integration process with the focus on how to encourage and apply a development of the individual human potential that will matche the new economy. There is a business environment in the making where companies and corporations are going to be seen and operated as living organisms, occupied by human beings who thoughtfully and organically communicate and interact from their heart energy, at all times. The future technology will be a by-product, not the main medium of getting business done.

At the same time the very outdated and partly extinguished human resource mode of operation, that was build during the time of the industrial revolution needs to be discarded, as it has totally outlived its use. Unfortunately, most companies and corporations are operating like giant ghosts of bygone times, feeding their remaining pool of resources with all these previously used negative tricks of fear and humiliation, not realizing that people are actually running away in large numbers. The increasing pool of open positions across the globe, within all companies, in divisions and departments confirms that fact. From cleaner to top executive, people are no longer willing to participate in projects that serve no one, and where they are used as a 'resource' only. Something must change, and will change.

The shift currently under way puts a new type of pressure on everyone, because the success and expansion of a business is no longer about some statistical performance, justifying key indicators or to enforce a strong-hold on team members to push them to their limits, rather the opposite is happening. With a never seen before demand on very active, very immediate, very conscious, compassionate as well as multisensory communication, a new personal and professional environment is defining itself rapidly. It leaves no more room for experimental tricks from the top management. It is now time for complete collaboration with other industries and put all the knowledge into action to make a business for viable, attractive for powerful partnerships and visible for potential investors. The benefit of an active, life-filled and passionate communication environment that encourages the individual human potential, will mirror itself, and be visible through the immediate improvement of an individual's performance; in a never seen before manner.

Respectively, it will open endless opportunities for everyone to embark on a journey of self-discovery, and will put the business enterprise on a new and higher platform of recognition, publicly as well as company internal.

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Social Media: Getting Personal

There Social media platforms have revolutionized the hotel industry. Popular sites such as Facebook, Twitter, Pinterest, Instagram, Snapchat, YouTube and Tumblr now account for 2.3 billion active users, and this phenomenon has forever transformed how businesses interact with consumers. Given that social media allows for two-way communication between businesses and consumers, the emphasis of any marketing strategy must be to positively and personally engage the customer, and there are innumerable ways to accomplish that goal. One popular strategy is to encourage hotel guests to create their own personal content - typically videos and photos -which can be shared via their personal social media networks, reaching a sizeable audience. In addition, geo-locational tags and brand hashtags can be embedded in such posts which allow them to be found via metadata searches, substantially enlarging their scope. Influencer marketing is another prevalent social media strategy. Some hotels are paying popular social media stars and bloggers to endorse their brand on social media platforms. These kinds of endorsements generally elicit a strong response because the influencers are perceived as being trustworthy by their followers, and because an influencer's followers are likely to share similar psychographic and demographic traits. Travel review sites have also become vitally important in reputation management. Travelers consistently use social media to express pleasure or frustration about their guest experiences, so it is essential that every review be attended to personally. Assuming the responsibility to address and correct customer service concerns quickly is a way to mitigate complaints and to build brand loyalty. Plus, whether reviews are favorable or unfavorable, they are a vital source of information to managers about a hotel's operational performance.  The February Hotel Business Review will document what some hotels are doing to effectively incorporate social media strategies into their businesses.