Unplugging: A Sustainable Marketing Trend For Destination Spas

By Pam Bauer Director Brand Development & Marketing, Callaway Resort & Gardens | July 15, 2018

It would be a dream marketing scenario if our Spas were simply 'on trend' as peaceful wellness destinations for luxurious massages, creative body treatments, holistic practices and Instagrammable moments, ideally serving the resort operation as an ROI-machine practically printing money while our guests are celebrating with elaborate upgrades and champagne toasts in their eco-friendly relaxation room.

Record scratch.

Dream on. While thankfully for our industry the luxury getaways and celebratory occasions exist in abundance for many customers, the real trend in mind+body wellness seems to involve one simple common thread: The art of unplugging.

Unplugging? You may be thinking your spa is already known for allowing guests a perfect opportunity to unplug. So what? Sounds like marketing is up to another gimmick. Can we monetize unplugging? Is there ROI in unplugging? Is this just another trendy buzz term or is it really affecting consumer behavior and buying decisions? Where does this show up on my bottom line?

First things, first. Before we apply the art of unplugging - what is it?

Uplugging As A Norm

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Coming up in March 2019...

Human Resources: An Era of Transition

Traditionally, the human resource department administers five key areas within a hotel operation - compliance, compensation and benefits, organizational dynamics, selection and retention, and training and development. However, HR professionals are also presently involved in culture-building activities, as well as implementing new employee on-boarding practices and engagement initiatives. As a result, HR professionals have been elevated to senior leadership status, creating value and profit within their organization. Still, they continue to face some intractable issues, including a shrinking talent pool and the need to recruit top-notch employees who are empowered to provide outstanding customer service. In order to attract top-tier talent, one option is to take advantage of recruitment opportunities offered through colleges and universities, especially if they have a hospitality major. This pool of prospective employees is likely to be better educated and more enthusiastic than walk-in hires. Also, once hired, there could be additional training and development opportunities that stem from an association with a college or university. Continuing education courses, business conferences, seminars and online instruction - all can be a valuable source of employee development opportunities. In addition to meeting recruitment demands in the present, HR professionals must also be forward-thinking, anticipating the skills that will be needed in the future to meet guest expectations. One such skill that is becoming increasingly valued is “resilience”, the ability to “go with the flow” and not become overwhelmed by the disruptive influences  of change and reinvention. In an era of transition—new technologies, expanding markets, consolidation of brands and businesses, and modifications in people's values and lifestyles - the capacity to remain flexible, nimble and resilient is a valuable skill to possess. The March Hotel Business Review will examine some of the strategies that HR professionals are employing to ensure that their hotel operations continue to thrive.