Rethinking the Property Spa Can Promote Hotel Wellness
By Diego Lowenstein CEO, Lionstone Development | May 28, 2017
There is no question that the way spas are viewed and used has evolved significantly over the centuries. In ancient times, entire towns sprung up around mineral-rich springs where people used that water to facilitate healing for a variety of different ailments. In fact, many believe the word itself is an acronym derived from the Latin phrase "Sanus Per Aquam," meaning "Health Through Water."
Today, spas are no longer just about healing the body, they have evolved into a wellness and leisure experience with a wide range of treatments, products, and services that promote relaxation and physical, mental and emotional wellness-and the industry continues to change and progress.
When done right, hotel owners can use a spa to tap into a valuable market and enhance the hospitality experience by restoring mindfulness and overall well-being for patrons. This, in turn, can earn repeat guests and positively impact the property's bottom line. That's why it's so important for hotel owners to stay ahead of evolving industry trends and guest expectations, and avoid common pitfalls when developing or renovating an on-site spa.
Differentiate Through Unique Treatments and Products
Owners who successfully differentiate their hotels typically have a strategic advantage, and spa treatments remain a terrific way to stand out from the competition. Clients, particularly in the upscale resort sector, are clearly looking for interesting alternatives and a cutting-edge experience. To avoid run-of-the-mill spa offerings, some hotels may now promote one particular product or a unique treatment.
For example, spas that work with wine or olive oil have that differentiating factor from others in the sector. Keeping that in mind during the recent spa renovation at the Ritz-Carlton South Beach, we made sure to bring in new alternative treatment equipment with unique uses of mud and water, and provide fun treatments like the "Miami Detox" and the "Night Out On The Town," so we could amplify our services for our guests.
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