Destination Hotels & Resorts Spa Collection Community
By Greg Miller Executive Vice President of Operations, Enchantment Group | July 22, 2012
Destination Hotels & Resorts, a leading hotel management company, currently manages sixteen unique spas across the country which comprises the Destination Spa Collection. The spas can be found in desirable vacation destinations such as San Diego, Phoenix, Stowe, Santa Fe, Palm Springs, Vail and Lake Tahoe. Each of our premier spas reflects the beauty of its natural surroundings to create a relaxing and authentic spa experience. In keeping with the distinctive character of the collection, vast varieties of spa services are available to guests and include indigenous treatments. As a result, the Destination Spa Collection is challenged with managing sixteen spas, all unique in their offerings and services, while at the same time, maintaining consistent standards and memorable experiences for spa guests. Our spa team leaders have seized this opportunity to open communication amongst all directors to create a sense of community and alignment.
A Spa Synergy Team was created to lay the foundation to openly communicate, increase support and exceed expectations whether it relates to corporate communication, spa leadership or interaction with associates, customers, vendors, etc. The creation of a fluid communication system ensures that key information is shared throughout the company, in all directions. The Spa Synergy Team is a vital part of keeping a continuous flow of information. Furthermore, in the spirit of continuous improvement, the team focuses includes Business Acumen, Power of Purchase, Destination Earth, Marketing, Professional/Personal Growth & Development, Communication, and Community and Wellness. With this targeted focus, we are confident that every aspect leading to the success of our spa collection is nurtured and fully developed.
Spa directors regularly communicate amongst the community to ask for advice, input, ideas or best practices. In addition, Destination Hotels & Resorts corporate office created an intranet system which provides a place for our spa team members to easily access documents and information such as marketing ideas, standard operating procedures, best practices, relevant articles, etc. This tool gives the entire team access to core information. Also, a monthly spa newsletter is created internally and distributed to all properties within the collection. This allows us to communicate ideas, success stories and recognize key achievements.
While the ability to communicate effectively via email and intranet is key to our success, it is vital to not overlook the importance of face time and speaking with fellow spa team members. Since our spa team members are located throughout the country, we have established a quarterly call with spa directors and other key corporate level participants. This has become another opportunity for everyone to participate and share. Additionally, spa directors will all meet this fall for some face to face interaction, discussion and a little bit of fun. This opportunity allows us to get to know one another even better and share our successes throughout the year.
Our proficiency with effective communication will continue to set our spa collection up for success. The ability to constantly evolve, better accommodate guest needs, train and empower spa professionals and maintain our commitment to Destination Earth, Destination Hotels & Resorts' company-wide sustainability program, will only continue to grow as we learn from one another.
Some of the ideas that have been shared within the team include the popular "I Want it My Way" customized spa day package. This package was originally created by the spa director at The Spa at Loretto in Santa Fe and as a result of the success of the package, the idea was shared among the spa team. Various other spas within the collection now offer this package which has become a hit with guests who can create their own perfect spa day. Another example of a great idea in action comes from both Aria Spa & Club in Vail, Colorado and The Spa at Stowe Mountain Lodge in Stowe, Vermont. Both spas, located in beautiful mountain settings, offer FAC (Friday Afternoon Club) which provides the opportunity for spa guests to end the week with some relaxation that includes wine, cheese and a hand or foot treatment out by the pool. Finally, another great practice comes from our spa located near Denver, Colorado. The Spa at the Inverness has made efforts to enhance the guest spa experience in the locker rooms. As the locker room environment is somewhat similar to that of the guest's home, the spa team offers product from the spa for guests to try out. Men can test the shave and styling products from the popular men's line carried by the spa and women can try styling products that are available for purchase – everything is stocked in the spa's retail boutique. The spa uses testers that would normally be placed in the retail area so guests can truly try out the product before purchasing.