A Rocky Mountain Sanctuary That Transforms Bodies, Minds and Souls

By Gaye Steinke General Manager, Allegria Spa at Park Hyatt Beaver Creek | July 10, 2016

Most leisure travelers in the 21st century still expect the same things out of their vacations that they wanted in years gone by: beautiful sights, convenient comfort, and unique adventures. But there is a new travel trend on the rise.

With an increasing focus on wellness in our every day lives, it was inevitable that travelers and meeting planners would want to incorporate healthy, mindful experiences into vacations and events. That means personalized spa treatments, location-specific yoga sessions, refreshing eco-tourism excursions, restorative detoxes and more. A wellness-focused getaway isn't just a vacation. It is about how a destination can change a person's body, mind and soul.

Does this sound like a tall order?

Maybe. But the Park Hyatt Beaver Creek Resort & Spa is up to the challenge.Located in the heart of Beaver Creek, at the base of one of Colorado's most celebrated mountain resorts, Park Hyatt Beaver Creek Resort and Spa offers guests some of the best skiing and riding slopes in the United States. One of the Resort's best kept secrets, however, is that it is an incredible year-round destination, with Rocky Mountain springs and summers offering stunning views and endless outdoor adventure.

When guests return from the slopes or from their Rocky Mountain explorations, they will be treated to a wide array of offerings and activities centered on wellness. Park Hyatt Beaver Creek Resort & Spa is a Rocky Mountain sanctuary like no other.

Serenity Now - Allegria Spa

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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.