As The Spa Association (SPAA)fully kicks off its Green Certification Program for facilities and products as it seemed fitting to review the history of green and the objective determinants of green building, interior, operations and product design. While it seems a daunting task to take the leap from conventional to alternative, sustainable and efficient, the transition isn't as difficult as it may seem and the returns are immediate and significant. Furthermore, there is a significant difference between making a guest room more energy efficient as opposed to making a treatment room and spa facility efficient. It is a beautiful thing to go green throughout the facility including the spa READ MORE

In the world of the spa industry it goes without saying that how you execute your service is just as if not more important than the service itself. Being a 5 star property comes with its own rewards; however it also comes with an enormous amount of expectation. As my leaders always say, it's not the chandelier or the expensive furniture that our guests are going to remember, it's our people. The question always gets asked, what is the difference really between 5 stars, 4 stars or even 3 star properties. And the golden answer is not tangible. It is not something you can put your finger on. READ MORE

Want to improve your spa market share? Want to create more exposure for your spa with no or low expenditure? Want some new ideas for your spa team to action to build revenue? Inspire your spa team with creative ideas shared from an industry veteran, spa branding expert and spa consultant in the new economy. There are always ways to market your services, build your spa retail sales and motivate your team to sell themselves and we share many ideas with you to drive your revenue and profit. READ MORE

From “pampering” to “wellness-promoting” and a “necessity,” spas have had to update their message, purpose, consumer benefits and value in order to appeal to the growing and ever-evolving consumer markets. In an age of economic uncertainty and in a marketplace where increasingly savvy customers have access to immediate and abundant information, spa professionals have shifted their positioning message to remain relevant, accessible and engaging. READ MORE

People are loyal to great brands without thinking about them - their relationship with the brand is based on a deep, unconscious, sense that this brand can be trusted to fulfill their needs. People don't think about the beer brand they choose; they don't think about the washing powder they use and in a few cases they don't think about the hotel they prefer to stay in (Four Seasons, for example). This deep emotional engagement is not coincidental, and can be earned by any hotel or hotel chain, operating anywhere at any level. This article explains how unconscious branding works and offers six intriguing ways to start on the path to unconscious engagement. READ MORE