New Trend: Floatation Tank and the SpaWave Therapies

By Vanessa Viadero Director of Marketing, Turnberry Isle Miami | July 08, 2018

In today's over stimulated, always-on and connected digital world, the need to unplug and check out for a while is not just a luxury, it is a necessity. Whether it is a long vacation, getaway weekend or even a few quiet hours set aside on a random Sunday, we all need downtime to recharge to balance out the relentless engagement of our 21st century lifestyle. Just like the devices that dominate our attention in our waking hours, we humans need to shut down and reboot to function at optimal capacity. Some resort, spa owners, and operators have responded to this need by creating unique spaces and exceptional spa services where guests can escape it all to balance sensory overload with some much-needed sensory deprivation.

When was the last time you can say you actually disconnected? I find myself on multiple-devices a majority of the day. Even when taking a trip oversees or heading out on a cruise most of us are still some-what connected if it be via a kindle / iPad, using our phones for photos, a compass or even the tech provided to us by the venues we had chosen to "get-away" in. You have to know it's become an epidemic when your friends make you put your phone in a basket for diner, when amazon is selling "lockers" and when business' like Yondr popping up left and right.

After much self-evaluation and analysis of our current culture, I have come to the realization that we need to find a balance between connection and deprivation before we ourselves need an "upgrade". With the development of technology comes knowledge and power, all at the tips of our fingers, but how much are we digesting, remembering, learning? Or is this fast-paced tech-driven culture the tipping-point of society, regressing backwards as our attention spans decrease and our need for "instant gratification" consumes us … Unfortunately, we get so caught up trying to keep up that we forget to take a moment for ourselves, one that inspires transformation and helps us balance our core elements of wellness.

It's the epitome of a catch 22 – the ultimate conundrum. Just like many addictions, the first step to a resolution is acknowledgement. We all have a problem. Thankfully we have evolved into cognitive-beings and can take a moment to breathe, readjust and find that happy medium. It's time we put our well-being back on the frontline, be a little selfish for an hour.

But we can't do it alone…

The hospitality industry thrives on the experiential – resorts, spas, restaurants all offer guests something that money can't buy, a memory. A remnant of emotion that remind you of a specific moment. Thankfully we are seeing them trend towards inclusion of wellness - conceiving places of refuge and calm. Many of which offer several sensory deprivation therapies to soothe the nervous system and quiet the mind, bringing about a kind of renewal that responds to the way we live today.

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Coming up in February 2019...

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.