Modern Applications of Traditional Spa Therapies

By Kristi Dickinson Director of Spa & Wellness, Rancho Valencia Resort & Spa | August 30, 2020

The wellness industry boom has largely a been a positive force as habits shift and the wellness lifestyle becomes more accessible to the masses. Many businesses sprouted up overnight wanting a piece of the $4.2T pie, a frightening thought considering how many segments of the industry are unregulated. Sadly, many of these Charlatans are now touting "immune boosting" lotions and potions to capitalize on the fear of our global pandemic.

Evidence from clinical trials on what best supports immunity points to what we already knew; optimal health is achieved through exercise, good sleep, a balanced diet, and stress reduction. We should set aside the beauty and pampering for a moment and re-focus on results-driven therapies. Wellness arose to supplement what the healthcare industry was lacking. Now is the time to be a support to our clients to ensure they come out on the other side of this pandemic healthier and more resilient than ever.

Outlined below are several evidence-based approaches which are deeply rooted in spa and quite appropriate for fortifying the wellbeing of your guests.

Hydrotherapy

Composed of a wide range of treatments including body scrubs, wraps, and assorted baths, hydrotherapy is the use of water in its various forms for manipulation of the circulatory system to optimize circulation efficiency and the life-giving qualities of blood. Hydrotherapy treatments are effective in addressing common disorders both chronic and acute, including fatigue, anxiety, muscle debility, circulation/inflammatory issues, skin conditions and joint problems.

History

Water has been used medicinally for thousands of years, with traditions rooted in ancient China, Japan, India, Rome, Greece, the Americas, and the Middle East. There are references to the therapeutic use of mineral water in the Old Testament. During the Middle Ages, bathing fell out of favor due to health concerns, but by the 17th century, "taking the waters" at hot springs and spas became popular as a wellness modality across Europe (and later in the United States).

Modern hydrotherapy originated in 19th century Europe with the development of spas for "water cure" ailments, ranging from anxiety to pneumonia to back pain. Father Sebastian Kneipp, a 19th century Bavarian monk, spurred a movement to recognize the benefits of hydrotherapy. His methods were later adopted by Benedict Lust who immigrated to the United States from Germany in 1896 and founded an American school of naturopathic medicine.

Lust claimed to have cured himself of tuberculosis with Kneipp's methods, and hydrotherapy was included as a component of naturopathic medicine. (Global Wellness Institute, n.d.) In fact, many naturopathic colleges still teach these hydrotherapy techniques under the category of "Spa Cure".

Benefits

  • Stimulation of circulation
  • Increased elimination via the skin
  • Relaxation, body more readily receives other treatments
  • Sedative effects on sensory nerve endings

Theory

Three general physiological principles are employed when water is applied to the body. These principles, not the water itself, create a positive effect on the body.

  1. Thermal - Water is applied at temperatures above and below the temperature of the skin. Alternating cold with hot temperatures is suggested to alter blood circulation, enhance the immune system, and improve digestion. Applying warmth to skin surfaces does cause vasodilation (expansion of blood vessels), which brings blood to the body's surface. Cold temperature has the opposite effect. Warmth also causes muscle relaxation.
  2. Mechanical - The added stimulus of water pressure or friction enhances the therapeutic effects.
  3. Chemical - The use of additives (such as bath salts and essential oils) can increase the stimulating, sedating or detoxifying effects of water.

Modern Applications

Hydrotherapy is broadly defined as the external application of water in any form or temperature (hot, cold, steam, liquid, ice) for healing purposes. Some spas are fortunate to have the space and budget for hydrotherapy facilities such as cold plunges, whirlpools, etc. and hydrotherapy equipment such as hydrotherapy tubs with massage wands and Vichy showers for ease and efficiency of applying contrasting water temperatures.

Most modern spas, unfortunately, are not designed with hydrotherapy in mind, despite the fact that it is historically critical to the very definition of a spa! Fortunately, modifications can be made to allow guests to experience some aspects of hydrotherapy. Salt scrubs are a great way to boost circulation. Use coarse salt for the most invigorating effect. Dry body brushing can also be used for a circulatory effect but also has a specific technique to improve the functioning of the lymphatic system and accelerating the removal of metabolic waste material allowing for the re-nourishment of skin and tissue.  

Heating compresses when initially administered, are of cold temperature. Once applied, a secondary action of derivation occurs and blood flows to the area, warming it. Blood flow will always draw first from a congested area before drawing from other parts of the body.

Cold sheet wraps likewise are applied cold, but the body works to create heat. The entire body application is great for guests in a chronic stress pattern and with an overactive mind.

Thalassotherapy

Thalassotherapy, as a curative method, originated from the Greek ("Thalassa" means sea, "therapeia" means healing) and it is defined today as a seawater treatment in a wellness environment. It is not only limited to the sea water itself. Thalassotherapy treatments apply seawater, seaweed, mud, and any substances coming from the sea used for therapeutic purposes.

Characterized by their distinct mineral and trace element properties, a seaweed (or a combination of different seaweeds) is selected for its therapeutic effect. Seaweed properties are such that they increase circulation thus activating a mild detoxification without raising body temperature.

History

Hippocrates is the first physician on record to advocate Seawater Bathing. As with every other form of bathing, it fell into disfavor as Europe entered the Dark Age. The medical use of seawater as a form of therapy once again became popular in France in the 1800s. Then in 1904 Rene Quinton, a marine biologist, determined that blood plasma and lymph were quantitatively identical to seawater.

Quinton believed that life originated in the oceans and each human body is like a small ocean where cells float. If this inner ocean maintains its physical conditions (pH, salinity, temperature, etc.) similar to those of its origins, the body will maintain its balanced natural state we call health.

Benefits

  • Re-mineralized and toned skin
  • Detoxification: Stimulates the blood and lymphatic system, encouraging the production of white blood cells
  • This increased circulation improves oxygenation and thus nutrient delivery to the connective tissue
  • Rich in antioxidants creating and anti-aging, anti-inflammatory effect

Theory

Seaweed acts like a sponge to deliver the best of seawater. Delivering a potent concentration of mineral elements (including iodine, calcium, phosphorus, potassium, magnesium, copper, zinc, cobalt, iron, fluorine) seaweed also contains nearly all vitamins and amino acids. These trace elements are believed to be absorbed through the skin. Due to this particularly nutrient-rich composition, seaweed contains antiviral and antibacterial properties.

Metabolism is increased due to the presence of organic iodine and the digestive tract is purified.  Seaweed fortifies the immune system via the production of thyroxin. Thyroxin, in turn, stimulates the thymus gland - considered our 'immunity' master gland. High levels of magnesium and potassium help fight off stress while improving all neural functions. The anti-aging properties including anti-oxidants (beta-carotenes, superoxide dimutase) amino acids (L-lysine and L-Methionine) combine with selenium and ascorbic acid to act as free radical scavengers, providing a comprehensive immune defense program.

The presence of phycocolloids in seaweeds offers elasticizing qualities while toning even the most sensitive skin. These qualities, combined with the boost in circulation and reduction in inflammation results in a natural radiance to the skin.

Modern Applications

Seaweed wraps were popular in American spas in the 1990s for the cosmetic benefits and tonifying effect on the skin. As we face rapid mineral erosion in our soils and look for alternative sources of nutrient density, Thalassotherapy treatments are again growing in popularity for their transdermal nutrition benefits. 

Seaweed can be incorporated in treatments in the form of baths and wraps. Be creative in your wellness programs by adding Beach Walk (marine ions penetrate transcutaneously under conditions prevalent at seaside) or incorporating seaweed into spa cuisine (Nori, Wakame, etc.).

Manual Lymph Drainage

Anti-inflammatory, decongestive and deeply relaxing, Manual Lymph Drainage (MLD) features light, precise pumping movements applied in specific areas for the purpose of increasing lymphatic flow while encouraging the removal of metabolic waste.

History

The original method of Manual Lymph Drainage was developed by Emil Vodder PhD and his wife, Estrid Vodder, ND in the 1930s. In 1936 Vodder presented his method to the world as "Manual Lymph Drainage according to Dr. Vodder", during a congress in Paris.

It was not until the early 1950s that Vodder received invitations from European countries to teach his method.  In 1966 Günther Wittlinger and Dr. Vodder founded the Association of Dr. Vodder's Manual Lymph Drainage and also founded the very first Dr. Vodder School in 1972 in Walchsee – Austria.

In Europe, MLD has since become a widely used and reimbursable physical therapy technique. It is the most prescribed and reimbursed physical therapy in Germany.

The Dr. Vodder method of MLD was first introduced to North America by Hildegard and Guenther Wittlinger at a conference in New York in 1972. Full certification has been available in North America since 1993 and is taught in other countries such as Australia, Singapore, Japan, New Zealand, Ireland, UK and other European countries.

While different schools of MLD have been established, the underlying features and principles of the MLD technique remain similar across the different methods. Each MLD school requires  robust  training  and  continuing education to ensure practitioners are highly skilled and manually precise, in order to achieve a positive outcome for people with Lymphoedema and other conditions.

Benefits

In a spa setting, the preventative applications of MLD would be utilized.

  • Decongestive
  • Analgesic
  • Improved circulation
  • Deep relaxation (improved sleep)
  • Reduced inflammation / fluid retention
  • Improved respiration

Theory

MLD optimizes the five primary functions of the lymphatic system:

  1. Protein Regulation/Circulation
  2. Improved Immune Function
  3. Maintain Blood Volume
  4. Removal of Metabolic Waste
  5. Fat Circulation

Modern Applications

The Vodder Technique Manual Lymph Drainage (MLD) is a versatile, non-invasive, light-touch therapy indicated for over 60 different pathologies including Chronic Fatigue, Fibromyalgia, Cellulite, Chronic ENT Infections, Burns, Acne, Scars, Digestive Issues, Bells Palsy, Eczema, Psoriasis, sport injuries and various inflammatory processes. The therapy can be a standalone treatment on a spa menu or an "add-on" but is best done in a series for cumulative benefits.

Reflexology

Employing the internationally recognized Ingham method to address corresponding organs and structural imbalances via pressure points, Reflexology is based on the theory that specific reflex areas in the feet and hands correspond to the glands, organs and physiological structure of the body.

History

The earliest discovery of Reflexology was found in Egypt based on the observation of daily life activities including the medical practices. Other studies have reported that Reflexology emerged from China 5000 years ago but documentation is scarce. With the finding of a hieroglyphic mural depicting Reflexology in an Egyptian pyramid, Reflexology is considered a part of Egyptian culture dating back to 2330 BC.

In the late 14th century, Reflexology was being administered throughout Europe with another name, Zone Therapy. The father of modern Reflexology, Dr. William Fitzgerald (1872–1942), discovered that Zone Therapy had been used by American aboriginal communities as well. The Fitzgerald study brought was a catalyst for Reflexology to be more widely used in the United States. The discovery of Zone Therapy was developed from the finding that pressure applied on many parts of body such as hands, nose, ears, etc. can relieve pain sensation.

Dr. Joe Shelby Riley, conducted many studies, including Reflexology, and has used this therapy for many years. Eunice Ingham (1879–1974) worked with Dr. Riley in 1930s and brought a widespread understanding of Reflexology to the public/masses/people. She shared the technique of Reflexology with others through many published works, most notably  "Stories the Feet Can Tell, Stories the Feet Have Told, and Stories the Feet Are Telling". (Nurul Haswani Embong, 2015)

Benefits

  • Relaxation
  • Increased circulation
  • Structural balance

Theory

Reflexology is a study of how one part of the human body relates to another part of the body. Reflexology practitioners rely on the reflex map of the feet and hands to all the internal organs and other human body parts. They believe that by applying the appropriate pressure and massaging certain spots on the feet and hands, the corresponding connected organs and systems can be energized and rejuvenated.

Modern Applications

After dialogue with the guest regarding areas of distress, tension, or structural imbalance, the therapist applies a methodical, structured whole-foot routine. The goal is to bring balance to the entire body and systems which will address the specific concern of the guest. A full 60-minute session is suggested. This is an ideal treatment for those less comfortable with touch or disrobing. It is also a great treatment for the elderly and less mobile.

Aromatherapy

The use of selected fragrant substances in lotions and inhalants in an effort to affect mood and promote health. Also called aromatic medicine, conventional aromatherapy, or holistic aromatherapy. (Global Wellness Institute, n.d.)

History

Fragrant oils have been used for thousands of years to lubricate the skin, purify air, and repel insects. Ancient Egyptians used fragrant oils for bathing and massage. Essential oils of plants have been used medicinally through application directly to the skin (usually diluted), as a part of massage, added to bathwater, via steam inhalation, or in mouthwashes.

Aromatherapy is a technique in which essential oils from plants are used with the intention of preventing or treating illness, reducing stress, or enhancing well-being. Fragrance oils and products containing man-made compounds are not used in the practice of genuine aromatherapy. Although many gift shops sell scented candles, pomanders, and potpourri as "aromatherapy," genuine aromatherapy treatments use higher strength (concentrated) essential oils drawn from various herbs. (Global Wellness Institute, n.d.)

Benefits

  • Deeper sleep
  • Emotional balance

Theory

A variety of mechanisms have been proposed for the reported effects of aromatherapy. It has been suggested that following placement of oil onto the skin, or breathing in fragrant air, the odor-sensing nerves in the nose are stimulated, sending impulses to the limbic system of the brain (the center for processing emotions). A different theory is that some oils interact directly with hormones or enzymes in the blood to stimulate the adrenal glands.

Modern Applications

Essential oils are able to penetrate the emotional realms of the brain and interrupt stress patterns. In effect, the interrupted pattern provides emotional relief, restoring normal sleep patterns which, in turn, allow for cellular repair.

While many essential oils have anti-viral, antibacterial, anti-fungal and antiseptic properties, the spa therapist's goal should be restoring balance and optimizing the natural processes of the body.  Well-curated essential oil blends are recommended for this purpose.

The simplest way to incorporate aromatherapy in a spa setting is to add a few drops of an essential oil blend into a carrier oil and perform a massage. It is important to never put essential oils directly on the skin, as the concentration can cause irritation.

There are many benefits of receiving touch through aromatherapy massage such as:

  • Decreased cortisol (stress hormone) levels
  • Emotional balance by increasing serotonin and dopamine levels (improving mood)
  • Increased oxytocin (a hormone known to facilitate social bonding) release

A sleep-promoting aromatherapy massage could utilize a blend of lavender, Roman chamomile, Valerian, and sweet marjoram. A stress-reducing aromatherapy massage could utilize the relaxing blend above or a blend of Ylang Ylang, Rose, and Bergamot. A Swedish Massage or Lomi Lomi style of long, flowing strokes is advised (vs. deep tissue) to create a soothing sedative effect.

Conclusion

It is encouraging and exciting to be able to call upon centuries of wisdom on optimizing human health. Our guests are keener than ever to take responsibility for their own wellbeing, and your spa can be of great service by offering these science-based treatments.

Please note there are contraindications with all the treatments outlined above. Formal certification (from organizations such as the Advanced Spa Therapy Education and Certification Council and the Vodder School) in each modality is prudent, if not absolutely necessary, and will ensure optimal results for your guests.

To learn more about each modality and review various research articles, visit www.wellnessevidence.com. The website provides easy access to thousands of medical studies for countless wellness approaches.

Feel free to reach out to me directly for assistance in integrating these therapies into your program. A well world is our shared purpose!

Ms. Dickinson Kristi Dickinson brings more than two decades of luxury hospitality experience, including her current role as the Director of Spa & Wellness at the Five-Star, Five Diamond Rancho Valencia Resort and Spa (North County San Diego, CA). Rancho Valencia was hand selected by Forbes Travel Guide as one of the finest Five-Star hotels and spas in the world (2018) and was awarded the prestigious AAA Five Diamond award (2018), both for five consecutive years. The resort has also been ranked as the #1 resort in the country by U.S. News & World Report (2015) and was listed on Conde Nast Traveler's 2016 Reader's Choice Awards List.Prior to joining Rancho Valencia, she held key executive positions at The Mayflower Inn & Spa (Washington, CT), Spa Montage at the Montage Deer Valley Resort (Park City, UT), and the Golden Door Spa at The Peaks Resort (Telluride, CO). Kristi Dickinson can be contacted at +1 858-759-6486 or kdickinson@ranchovalencia.com Please visit http://www.ranchovalencia.com for more information. Extended Biography

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If you believe that another user or other third party has posted Content which violates this policy or specifically the USE RESTRICTIONS in Section 3 above, you may notify HotelExecutive via e-mail at editor@HotelExecutive . In order to allow HotelExecutive to respond effectively, please provide HotelExecutive with as much information as possible in your correspondence, including: (1) the nature of the right infringed or violated (including any applicable registration numbers of the federally-registered intellectual property allegedly infringed), if applicable, or the unacceptable or inappropriate Content; (2) all facts which lead you to believe that a right has been violated or infringed, if applicable; (3) the precise location where the offending Content is located; (4) any grounds to believe that the party or user which posted the Content was not authorized to do so or did not have a valid defense (including the defense of fair use), if applicable; (5) if known, the identity of the party or user who posted the infringing, offending, or inappropriate Content; and (6) in the case of alleged copyright infringement claims, information sufficient to identify the work and your claims to ownership.

C. Indemnification/Waiver of Certain Rights

By contacting HotelExecutive and complaining of an alleged violation, you agree that the substance of your complaint shall constitute a representation made under the pains and penalties of perjury pursuant to the laws of the State of California. In addition, you agree, at your own expense, to defend and indemnify HotelExecutive and hold HotelExecutive harmless against all claims which may be asserted against HotelExecutive, and all losses incurred, as a result of your complaint and/or our response to it.

D. Waiver of Claims and Remedies

We expect all users of our Site to take responsibility for their own actions and cannot and do not assume liability for any acts of third parties which take place at our Site. By utilizing the Good Samaritan procedures set forth herein, you waive any and all claims or remedies which you might otherwise be able to assert against hotelexecutive under any theory of law (including, but not limited to, intellectual property laws) that arise out of or relate in any way to the content at hotelexecutive or our response, or failure to respond, to a complaint.

E. Investigation/Liability Limitation

You agree that we have the right, but not the obligation, to investigate any complaint received. By reserving this right, we do not undertake any responsibility in fact to investigate complaints or to remove, edit, disable or restrict access to or the availability of Content. We will not act on complaints that we believe, in our sole discretion, to be deficient, incomplete, or otherwise questionable. If you believe that Content remains on HotelExecutive which violates your rights, Your sole and exclusive remedy shall be against the user or other party responsible for said content, not against HotelExecutive. your sole and exclusive remedy against HotelExecutive shall be to terminate your use of HotelExecutive and service.

Digital Millennium Copyright Act Compliance. As set forth in Subsection (b), you must contact our agent if you believe that a work protected by a U.S. Copyright which you own has been posted on our Site without authorization or that our Site, in some material way, contributes to its infringement. It is our policy in appropriate circumstances, if possible, to terminate the access rights of repeat infringers and other users who use HotelExecutive in an inappropriate or objectionable manner.

9. COOPERATION WITH LAW ENFORCEMENT

HotelExecutive reserves the right to fully cooperate with any law enforcement authorities or court order requesting or directing HotelExecutive to disclose the identity or other information regarding any user or member alleged by any governmental entity to be using HotelExecutive or any Content or materials available in, at, through or in association with HotelExecutive in violation of any law or regulation, or in violation of this Agreement, including, without limitation, the posting of e-mail messages, or publishing or otherwise making available any such materials. By accepting this agreement you waive and hold harmless HotelExecutive from any claims resulting from any action by HotelExecutive during, or as a result of, its investigations, and from any actions taken as a consequence of investigations by either HotelExecutive or law enforcement authorities

10. APPLICABLE LAWS, VENUE, JURISDICTION & MANDATORY ARBITRATION

If any provision(s) of this Agreement is held by a court of competent jurisdiction to be contrary to law, then such provision(s) shall be construed, as nearly as possible, to reflect the intentions of the parties with the other provisions remaining in full force and effect. HotelExecutive's failure to exercise or enforce any right or provision of this Agreement shall not constitute a waiver of such right or provision unless acknowledged and agreed to by HotelExecutive in writing. The section titles in this Agreement are solely used for the convenience of the parties and have no legal or contractual significance. This Agreement may be assigned in whole or in part by HotelExecutive. This Agreement may not be assigned in any manner by you without the express, prior written permission of HotelExecutive.

Any and all disputes or controversies of any kind, including but not limited to any performance, duty, obligation or liability arising under or related to this Agreement which are not first resolved informally, shall be determined by binding arbitration in San Francisco, California, in accordance with the rules of the American Arbitration Association. The final award in any such arbitration proceeding shall be subject to entry as a judgment by any court or competent jurisdiction, provided that such judgment does not conflict with the terms and provisions hereof. The jurisdiction of the arbiter (or arbiters) with respect to legal matters shall be limited only by the statutory and common law of the State of California and the United States.

Notwithstanding the foregoing, any and all disputes, which the parties cannot informally resolve, regarding the scope of issues or matter with the jurisdiction of the arbitrator, shall be resolved by a separate dispute resolution process whereby HotelExecutive, in its sole discretion shall elect the dispute to be resolved by either (1) a court of competent jurisdiction in the State of California or (2) a panel of three new arbitrators.

This Agreement shall be governed by and construed in accordance with the laws of the State of California notwithstanding any conflict of laws provisions. You and HotelExecutive agree that the venue for all legal disputes, controversies, actions of any kind arising under or related to this Agreement shall be San Francisco, California. You and HotelExecutive further agree that in case of any litigation regarding this Agreement, you irrevocably and unconditionally (i) consent to submit to the exclusive jurisdiction of the state and federal courts in the County of San Francisco, California for any litigation or dispute arising out of or relating to this Agreement, (ii) agree not to commence any litigation arising out of or relating to this Agreement except in the California Courts, (iii) agree not to plead or claim that such litigation brought therein has been brought in an inconvenient forum, and (iv) agree the California Courts represent the exclusive jurisdiction for all litigation relating to this Agreement.

11. MEMBERSHIP FEES

Hotel Business Review Subscriptions

If you choose to purchase a subscription, member subscription payments can be made in U.S. Dollars, as well as a variety of international currencies. Membership terms are Annual Recurring, and Monthly Recurring. The Annual Recurring subscription is an annual commitment and subscribers will be charged each consecutive billing cycle. Annual Recurring subscriptions can be cancelled after the first billing cycle and within 30-days of the billing date for a full refund. Monthly Recurring subscriptions are ongoing and subscribers will be charged each consecutive monthly billing cycle. Monthly Recurring subscriptions can be cancelled after the first month and within 7 days of the monthly billing cycle for a full refund.

12. PAYMENT AUTHORIZATION

Payment for the services provided to you in, at, through or in association with HotelExecutive may be made by automatic credit card, debit card, direct debit, bankwire or Paypal and other approved payment means offered in, at, through or in association with HotelExecutive, and you hereby authorize HotelExecutive and its agents to transact such payments on your behalf.

You hereby authorize HotelExecutive's Internet Payment Service Provider to charge your credit card to pay for your membership to HotelExecutive. You further authorize HotelExecutive's Internet Payment Service Provider to charge your credit card for any and all purchases of products, services in association with HotelExecutive. You agree to be personally liable for all charges incurred by you in association with your access or other use of any content provided by HotelExecutive or any third party in association with HotelExecutive. You acknowledge and agree that your liability for all such charges shall continue after termination of your access or any type of membership arrangement with HotelExecutive.

In the event that you have chosen to have your membership automatically rebilled, unless and until you notify HotelExecutive that you wish to cancel or terminate your membership to HotelExecutive, you hereby agree and authorize HotelExecutive's Internet Payment Service Provider to automatically renew your membership to HotelExecutive on a continuing basis and to charge your credit card (or other payment means you have selected) to pay for the ongoing cost of your membership. You hereby further authorize HotelExecutive's Internet Payment Service Provider to charge your credit card (or other approved payment means you have selected) for any and all purchases of products, services and entertainment provided to in, at, through or in association with HotelExecutive.

13. PRIVACY POLICY

The following is the Privacy Policy for HotelExecutive

We can be reached via telephone, email, or online at our contact page. When you visit our site we do not log any information regarding your domain or email address. Information Sharing: We do not share user information with any third parties other than via press release distribution as described below.

Hotel Newswire is a newswire service that distributes press releases on behalf of our users. If you decide to submit a press release for distribution through our system we will transmit your entire press release including any personal information therein contained to our media contacts and online distribution points including search engines. This is the only redistribution of your information that we engage in. Your submission of press releases through our system indicates consent with this policy. The information we collect during your registration process is used to notify users about updates to our service and inform users of any special events hosted by Hotel Newswire. This information is not shared with other organizations for commercial or non-commercial purposes.

Cookies: Our system requires the use of cookies to enable the user to log back into our website to access information from the newswire, without having to log in each time using the required username and password.

If you do not want to receive email from us in the future, please let us know by following instructions included in our communication with you. Users who supply us with telephone numbers online may receive telephone contact from us regarding their account, or informing them of new products and services available on the HotelExecutive website. If you do not wish to receive such telephone calls, please edit your account and remove your phone number from your account profile. This can be done from your user account menu.

Ad Servers: We do not partner with or have any relationship with any ad server companies. From time to time, we may use customer information for new uses not previously disclosed in our privacy notice. If our information practices change at any time, we will post the policy changes to our website to notify you of these changes and provide you with the ability to opt out of these new uses. If you are concerned about how your information is used, you should check back at our website periodically.

Upon request we provide site visitors with access to all information (including proprietary information) that we maintain about them. Users can access this information by logging in to their account.

Security: We always use industry-standard encryption technologies while transferring and receiving user data exchanged with our site. We have appropriate security measures in place in our physical facilities to protect against the loss, misuse, or alteration of information that we have collected from you on our site. We do not store credit card information in our systems.

If you feel that this site is not following its stated information policy, you may contact us.

COVID-19: VOICES IN A TIME OF CRISIS

Zoe Connolly

Everyone reacts to a crisis in their own way. Some retreat into their own silo whereas others seek to collaborate. As an industry, the speed of recovery depends on the latter as travelers expect to travel safely and can stay healthy throughout their journey. We call this transparency, and it... Read on...

Coming up in October 2020...

Revenue Management: Maximizing Profit

Hotel Revenue Management continues to evolve at a blistering pace. Driven by technological innovation and new distribution channels, there are some dynamic opportunities for expansion in this fast-growing field. The technology is primarily designed to help revenue managers further refine their operations and pricing models to maximize hotel profit. For example, hotels can't be all things to all people, so a key strategy is to precisely identify their target audience. By employing geo-targeting techniques and analyzing behavior such as previous bookings, on-property purchases and online shopping practices, there is an increased capability to define guest demographics. By segmenting customers in more specific ways, hotels are able to create more personalized experiences which, in turn, allow managers to optimize their room rates. It is also an effective way to fulfill the unique needs and preferences of the individual. Another methodology is to consistently monitor the competition's pricing strategies. There are software tools that analyze a competitor's current rates, and then allow a hotel to make its own pricing adjustments. It is also a useful means to conduct forecasting models. Other technologies that are being integrated into a revenue manager's toolkit include Artificial Intelligence in the form of automated algorithms, and Voice Recognition (VR) for data inquiries, rate changes, and booking behavior. Predictive and analytic software programs are also being leveraged to provide more forward-looking data, instead of the usual reliance on historical performance. These metrics allow managers to be more proactive - rather than reactive - with their revenue strategy. 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.