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HOTEL BUSINESS REVIEW

JULY FOCUS: Hotel Spa

 

How Hotels Can Elevate Their Wellness Offerings in a Post-Pandemic World

By Michael G. Tompkins Executive Recruiter, Hutchinson Consulting | July 2022

As the hotel industry continues to rebound from the pandemic, health and wellness remain a top priority for many guests who are looking to optimize their overall well-being. There has been a notable shift in focus to holistic health. With guests seeking help in overcoming burnout, managing stress, boosting immunity, being more present, and living a healthier life, today's spas are responding with enhanced programming that incorporates various tools to address modern-day challenges.

With touch temporarily considered taboo as the world began to practice social distancing, spas had to adapt quickly to a new reality and seek out innovative solutions to provide people with effective results. Although the spa industry has long touted the benefits of healing touch, the pandemic provided an opportunity to delve deeper into the intersection of technology and wellness.

While technological advances are hardly new, they did shift to the forefront as a result of the pandemic. From advanced facials to touchless treatments to technology that promotes deep sleep, hotels have a host of opportunities to elevate their wellness offerings.

The Evolution of Skincare

Thanks to evolving technologies, estheticians now have even more high-tech tools at their disposal. While clean beauty products remain popular, people want results. Even in a hotel spa setting, the goal is to have a simultaneously luxurious and highly effective service. This is true even when there's a limited market for local and visiting guests. "There are now much higher expectations for outcomes than there have been in the past," says Amanda Al-Masri, spa executive consulting lead at Hutchinson Consulting.

This can be attributed to the preponderance of technology, the increasing dominance of medical spa services, and the growing number of beauty resources and experts on social media, not to mention a seemingly endless appetite for all these factors. "Suddenly everyone is an expert and advocating for their own best skin in addition to wanting a fantastic spa experience," says Al-Masri.

For hotel spas, particularly in the U.S. market, you should expect to see even more personalization. Even though customization has been a buzz word in the industry for some time, we're constantly adapting to what that means in our spas. At the moment, it means delivering a truly customized experience using product, equipment, and technology, as all are important tools in an esthetician's toolkit. There is also an expectation of a recognizable product line, which may even be featured as a partner rather than as mere support. We are seeing guests research a spa's product line in advance of their booking. In fact, some even select spas and hotel destinations based on a loyalty to a particular partner brand.


When it comes to technology and equipment, guests are becoming particularly savvy to the technologies available. It's yet another way to validate the operation to guests unfamiliar with the spa or spa brand. And as always, esthetician expertise remains essential. Guests appreciate recommendations and educational take-aways from their experience. By offering a much-needed skincare solution, estheticians add priceless value.

Branded treatments, such as the HydraFacial and Unicorn Facial, are also enticing to guests. While some of the high-tech equipment we're seeing these days is proprietary, others are created to augment the performance of specific skincare lines. For example, Biologique Recherche offers the Skin Instant Lab, a diagnostic tool that features five measurement probes-hydration, insensible water loss, elasticity, pigmentation, and sebumetry-to help determine the most effective Biologique Recherche products and treatments for the skin.  The company also has VisioLab, which provides a high-definition visual diagnosis of the epidermis and My Beauty DNA, a diagnostic tool that analyzes the skin for 14 markers relating to aging, sensitivity, and more.

One of the most popular stand-alone machines is the HydraFacial, which is associated with several branded treatments, all of which use the patented technology to cleanse, extract, and hydrate the skin. The company recently went public with an IPO. It's just one of the advanced facial treatments getting attention for its results.

The Unicorn Facial, also known as PRX-T33 Bio Revitalization, hails from Italy and is designed to address skin texture, dullness, laxity, and the appearance of fine lines and wrinkles. It offers laser-like results without the downtime. Recommended as a four-treatment series, the facial uses a patented formula (PRX-T33), which is applied using a specific technique to penetrate and stimulate the deeper layers of skin without harming the epidermis. Boosting the production of collagen, it produces an immediate tightening and firming effect.

The JetPeel, a non-invasive multi-step dermal infusion, is another highly effective treatment for overall skin health. It also has the added advantage of not requiring oversight by medical staff. Ideal for all skin types, it addresses a host of skin concerns, such as dryness, uneven skin tones, sun damage, acne, loose skin, and more. And, like the Unicorn Facial, it requires no downtime, which makes it a great fit for a hotel spa.

Luxury facials with innovative ingredients are also in demand. Thanks to the pandemic, splurge-worthy facials are getting their due. The Regal, a new Valmont facial at Lake Austin Spa Resort is a two-hour-plus treatment created exclusively for the spa by La Maison Valmont. Known for its products containing triple lipid DNA, derived from wild Canadian salmon, and liposome RNA, the Swiss skincare company utilizes state-of-the-art research and development to create products that penetrate the skin faster and boost cell regeneration.

Science and technology are, no doubt, leading the way to more effective skincare services. Hotels that incorporate such offerings will be well poised to benefit from their growing popularity. 


The Rise of Touchless Treatments

At PALM Health, an integrative health and wellness center in St. Louis, MO, touchless services are proving to be an effective option for clients looking to improve health and wellness. Lauren Dal Farra, M.D., founder and CEO of PALM Health, points out that to achieve overall well-being, it's necessary to looking deep into one's health and at the root cause whenever possible. Clients want and value the opportunity to boost their long-term well-being in addition to enjoying the short-term relaxation and other benefits that most spa services provide.

At PALM Health, clients can experience a range of offerings, such as BioMat, a medical-grade FDA-approved heating pad made of superconducting amethyst crystals that deliver far-infrared rays and negative ions to the body. Helping to improve blood flow and microcirculation, the far-infrared heat may also temporarily relieve minor muscle pain, joint pain, and stiffness from arthritis. Cell Recharge relies on Pulsed Magnetic Field (PEMF) therapy to deliver pulses of low-level electromagnetic energy to the body for the purpose of clearing blocked ion flow and stimulating electrochemical exchanges between cells. The treatment is intended to improve cellular metabolism, alleviating fatigue, promoting relaxation, and increasing mental clarity and focus. Other touchless therapies involve cryotherapy, also known as cold therapy; infrared sauna; and halotherapy, also referred to as salt therapy. Each offers wellness seekers a host of benefits.

An emerging sector of wellness involves programming that combines multiple touch-free, tech-based services that synergistically improve both existing symptoms and their underlying causes. "More and more, clients want to address chronic inflammation and toxicity, which research increasingly identifies as the source of many minor and major health concerns," says Dal Farra. "PALM Health has tested and created programs that target specific goals, such as improving metabolism, detoxification, focus, stress, and sleep, that rely on touch-free technologies combined in precise ways to improve short- and long-term well-being. These tech-based programs easily plug into a hotel's existing programming and require less staffing and less staff training than other wellness solutions."

Trilogy is a trifecta of wellness services-cryotherapy, BioMat or infrared sauna, and the salt room-clients can experience at PALM Health. After experiencing a cryotherapy session to boost their mood and reduce muscle and joint pain, clients then spend some time detoxing on the BioMat or in the infrared sauna. The experience concludes with a Himalayan salt room session, which studies show promotes relaxation and may reduce inflammation and respiratory conditions such as asthma, allergies, sinus congestion, and more. 

Dal Farra has also found that by offering access to functional medicine consultations and nutrition counseling you can provide a more meaningful and impactful experience that rounds out existing wellness programming. "PALM Health offers telemedicine and virtual visits with a dietitian that are bookable in advance, accessible to clients at hotels and spas via an onsite portal, and can lead to recommendations for other wellness services, programs, and personalized healthy lifestyle advice for sustainable well-being," she says.

Touchless treatments are also proving to be game-changing at Carillon Miami Wellness Resort, a luxury beachfront boutique hotel located on Florida's Gold Coast. There, we're seeing touchless treatments designed to promote relaxation and address conditions such as anxiety, stress, and skin issues including acne, eczema, and psoriasis, as well as lymphatic congestion and more. Introduced to help guests feel more comfortable returning to the spa during the pandemic, the touchless treatments have come to represent a significant portion of the spa's revenue.

Earlier this year, the resort spa debuted six new touchless services: Recharge Wave Mat powered by StimaWEll North America, an FDA approved therapy thought to be the future of neck and back pain relief; BallancerPro, an FDA-cleared lymphatic drainage suit; Soli-lite, an LED photobiomodulation system to treat acne and wrinkles; Dermashape, a non-invasive lymphatic treatment; HIEMT Body Shape, a sculpting treatment using high-intensity focused electromagnetic field technology; and NuCalm, which incorporates a patented technology for interrupting stress at the midbrain to achieve optimal brain and body recovery. These transformative tech-based touchless treatments are helping guests to optimize their health and well-being as well as meeting the pent-up demand for health-centric experiences.

The Science of Sleep

It's impossible to optimize health and well-being without being well rested. For years, sleep has been recognized as a key component of wellness. In recent years, we've seen the proliferation of a variety of sleep treatments on spa menus across the country. Hotels are well suited to promote a better night's rest with new technology designed to improve sleep. Eight Sleep, the world's first sleep-fitness company, leverages technology, innovation, and personal biometrics to restore individuals to peak energy levels each morning.

Relying on thermoregulation, Eight Sleep features a variety of products, including a mattress cover, that help people to sleep at the optimal temperature for their bodies. With Eight Sleep Pod Pro Cover, hotels can fit their current mattress with the most advanced thermoregulation technology on the market. Hotels can also create premium wellness suites, which can attract new guests and increase profitability.

Says Jay Muller, global director of hospitality at Eight Sleep, "Hotels that offer high-quality sleep experiences will not only be able to boost guest satisfaction and brand loyalty: they will also improve their wellness positioning."

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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.

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