Spa Executive - January 2021

Spa Executive 

For leaders in the business of wellness 

ISSUE #23 – JANUARY 2021 

NIGEL FRANKLYN, “THE 

SPA WHISPERER,” 

On The Past, Present, 

And Future Of The 

Wellness Industry

Spa Executive 

For leaders in the business of wellness 

ISSUE #23 – JANUARY 2021 

IN THIS MONTH'S ISSUE 

TRENDS PAGE 3 

9 SPA AND WELLNESS TRENDS 

FOR 2021: A HOSPITALITY 

REPORT 

TECHNOLOGY PAGE 4 

CONTACTLESS EXPERIENCES 

WILL BE KEY TO HOSPITALITY 

SUCCESS IN 2021 

MANAGEMENT PAGE 6 

7 MANAGEMENT TIPS FOR A 

DRAMA-FREE WORKPLACE 

MANAGEMENT PAGE 8 

4 WAYS HOSPITALITY 

SOFTWARE CAN HELP YOU HIT 

THE GROUND RUNNING IN 2021 

SPOTLIGHT PAGE 12 

NIGEL FRANKLYN, “THE SPA 

WHISPERER,” 

On The Past, Present, And Future Of 

The Wellness Industry 

BUSINESS PAGE 16 

LINDSAY MADDEN-NADEAU 

ON MERAKI & AUTHENTIC 

WELLNESS EXPERIENCES 


WHY WELLNESS IS MORE 

IMPORTANT THAN EVER IN 2021 


ONE PERSPECTIVE ON THE 

FUTURE OF WELLNESS TOURISM 

GROWTH PAGE 10 

FEATURED PROPERTY: 

Four Seasons Hotel Bangkok at 

Chao Phraya River 

PUBLISHER 

CREATIVE DIRECTOR 

EDITOR 

DESIGNER 

Roger Sholanki 

Nima Chadha 

Elizabeth Bromstein 

Samuel Peter

TRENDS 

9 SPA AND WELLNESS TRENDS 

FOR 2021: A HOSPITALITY REPORT 

It’s time to look into our crystal balls and predict the future for the year ahead. Here are the 

trends we’ll be watching in our special report: Nine spa and wellness trends for 2021. 

2020 has been an unpredictable year, and 

as we look into 2021 we’re all hoping that 

whatever the year ahead has in store for us 

is better than what we have been living. 

The COVID-19 pandemic has wrought 

havoc on the hospitality and spa industries, 

but has also inspired innovative solutions 

and renewed consumer interest in health 

and wellness related topics and research. 

Looking forward, Spa Executive has 

created our annual list of Spa & Wellness 

trends we’ll be keeping our eyes on in 2021. 

Much of this outlook is driven by recent 

developments. People have been spending 

a lot more time at home, and focus has 

shifted from some areas while heightened 

attention has been given to others. Mental 

health and sleep are top priorities, while 

anything that involves a group of people 

getting together in person is yesterday’s 

news. Meanwhile, developments with, and 

interest in, psychedelic substances continue 

unabated. Let’s start there, shall we? 

Nine spa and wellness 

trends for 2021: 

1. Ayahuasca 

Last year we tagged psychedelic-assisted 

therapy as a trend to watch, and one 

of the stars to emerge out of this is 

ayahuasca, an entheogenic brew native 

to South America that has been used in 

sacred healing ceremonies for centuries. 

Until recently, the tea commonly made 

with the Banisteriopsis caapi vine and 

the Psychotria viridis shrub was virtually 

unheard of outside of certain circles. Today 

it’s being eyed as a potential treatment 

for mood disorders and neurological 

conditions like depression, addiction, and 

Parkinson’s and Alzheimer’s diseases. 

The main natural component drawing 

researcher attention is dimethyltryptamine 

(DMT). Recent research at Complutense 

University of Madrid found that DMT 

promotes neurogenesis – the formation of 

new neurons – and induces the formation 

of other neural cells. This means that the 

compound has the capacity to modulate 

brain plasticity and suggests therapeutic 

potential for a range of psychiatric and 

neurological disorders. Perhaps more 

interesting is the fact that the researchers 

found a way to negate the hallucinogenic 

effect by changing the type of receptor to 

which the DMT binds, increasing its potential 

for future administration to patients. 

Researchers in Seattle also have plans 

to test ayahuasca as a treatment for 

depression in a phase I randomized 

controlled trial that has not yet begun. 

Outside of a medical setting the global 

popularity of the hallucinogenic ritual is 

growing. The brew is illegal in many places 

but prior to the current pandemic, the 

New York Times reported that ayahuasca 

tourism to Central and South America was 

thriving, “with more and more people happy 

to fly thousands of miles to take part in 

weeklong ceremonies in Peruvian jungles, 

or to seek out more luxurious contexts, 

like a four-star resort that comes complete 

with masseuses, pools, and state of the art 

fitness centers.” 

2. Private & bespoke bookings 

Those with the means will be creating their 

own private travel and wellness experiences 

in which they’re not required to spend time 

in contact with other people. From guided 

tours and private cars, to private planes and 

boats and other forms of chartered travel, 

the wealthy wishing to travel will find ways 

to do so. 

Metamo, for example, a travel concept 

offering immersive trips and customized 

itineraries to destinations across East Africa, 

will upgrade all bookings for parties of four 

or more travelers to private journeys through 

2021. According to a media release, “This 

provides travelers the experience of a 

life-changing exploration with the peace of 

mind they are with a private small group of 

people they know and love.” And, according 

to Barron’s, Micato, another company that 

offers luxury African safaris, reported that 

bookings for private charter flights (rather 

than scheduled flights) on safari trips are up 

more than 25% over 2019, increasing from 

42% to 68%… 

Click here to read the rest of this 

article and learn more. 

- 3 - Spa Executive | JANUARY 2021 ISSUE

TECHNOLOGY 

CONTACTLESS EXPERIENCES 

WILL BE KEY TO HOSPITALITY 

SUCCESS IN 2021 

People are anxious to get travelling as soon as they can. Contactless 

experiences will help give them the confidence to do so. 

As we charge enthusiastically into 

2021, global travelers are eager to 

get globetrotting when coronavirus 

pandemic-related restrictions are lifted. 

And one thing that will help them to feel 

more confident in doing so is technology. 

Leaders and decision makers would do 

well to embrace the technology options 

available to them in order to aid recovery 

of the travel sector. 

Recent surveys by various parties sought 

to gain insight into how the travel and 

hospitality industries can recover from the 

challenges faced in 2020. Key findings 

include that 95% of Americans are missing 

travel and that they are eager to embrace 

contactless and mobile experiences. 

Americans are excited to 

get travelling 

In response to a survey by Hilton nine 

in 10 US respondents said that travel 

memories are among their fondest, 

winning out over special occasions and 

personal achievements. And travel is 

Spa Executive | JANUARY 2021 ISSUE - 4 -

credited with creating people’s most 

frequently recalled happy memories with 

the majority of respondents also stating 

that creating these memories is a primary 

motivation for taking trips. 

More than half said travel memories are 

more important than their favorite piece 

of jewelry (54%), and their smartphone 

(53%). That’s some serious love of travel. 

And, since so many people have been 

grounded for extended periods of time, 

it’s no surprise that we’re eager to take 

off. A massive 94% of respondents who 

travel plan to do so once pandemicrelated 

restrictions and limitations are 

lifted. Two thirds plan to make travel a 

priority and to take the bucket list trip of 

their dreams. Almost all (91%) travelers 

agree that hotels help to make a trip 

memorable, most notably when guests 

can wake up next to a view. 

Contactless experiences 

will play an important 

role 

While this is all very exciting for both 

the hospitality sector and travelers 

themselves, there remain concerns on 

both sides about safety, comfort levels, 

and more. Contactless and touchless 

experiences will be key. A survey of more 

than 2,000 travelers found that the desire 

for contactless experiences is high. Sixtytwo 

percent of respondents said they 

would prefer to check in and out through 

a hotel app, 30% would prefer to check 

in and out online, and only eight percent 

would prefer to check in and out at a 

public kiosk. Hospitality companies will 

need to offer these options. 

How technology can 

ease fears and create a 

safer environment 

A report from travel technology company 

Amadeus confirms that technology will 

play a crucial role in supporting recovery 

of the industry. Travel and tourism jobs 

in areas like hospitality, airlines, cruises, 

travel agencies, car rentals, events, 

and attractions accounted for one in 10 

jobs in the world pre-COVID. Amadeus 

commissioned the research to learn how 

the industry and governments can work to 

rebuild traveler confidence and stimulate 

recovery of the sector. A survey of more 

than 6,000 travelers across France, 

Germany, India, Singapore, UK, and the 

US, was designed to unearth traveler’s 

top concerns and learn how technology 

can help ease them. 

Highlights of the findings include: 

• 84% of travelers said technology 

would increase their confidence to 

travel in the next year by addressing 

concerns around crowds, social 

distancing and physical touchpoints. 

• 42% of respondents say contactless 

and mobile payment options are key 

to reducing physical contact. 

• 42% say mobile applications that 

provide notifications about localized 

COVID-19 outbreaks and changes to 

government guidelines would make 

them feel better about travelling. 

• 34% of travelers who have concerns 

about travelling say biometrics like 

facial or voice recognition that enable 

check-in, pass-through security, 

and boarding without the need for 

physical checks would make them 

more likely to travel. 

The top five things travelers want out of 

travel-related technology are: 

• Reduced lines and congestion in 

public spaces (38%) 

• Minimizing of face-to-face or physical 

contact with others (31%) 

• Protection of financial data and 

personal information (31%) 

• Advance notice of delays (29%) 

• Accurate and effective national test, 

track, and trace programs (28%) 

For stakeholders, the survey results show 

that the top five ways to build traveler 

confidence include: 

• Providing access to flexible change, 

cancellations policies, and payment 

terms (39%) 

• Limiting the number of passengers 

on a plane (38%) 

• Making it possible for travelers 

to socially or physically distance 

throughout the journey (36%) 

• Having visibility to and assurance 

of sanitization, hygiene, and 

safety measures in hotels and 

accommodations (36%) 

• Having effective test, track and trace 

programs in place (34%) 

“This research provides a source of 

optimism for the industry as many of the 

travelers’ concerns can be addressed 

by technology available now, at every 

stage of a traveler’s experience. Whether 

it is new mobile applications, biometrics 

or contactless solutions, we need to 

explore together as an industry and with 

governments how best to accelerate 

adoption if we are to encourage global 

travel, which is a major driver of global 

prosperity,” Christophe Bousquet, Chief 

Technology Officer, Amadeus, is quoted 

as saying. 


MANAGEMENT 

7 MANAGEMENT TIPS FOR A 

DRAMA-FREE WORKPLACE 

Drama takes an emotional toll and has a big monetary cost. 

Follow these management tips for a drama-free workplace. 

Lots of workplaces have drama and 

conflict, including spa, wellness, and 

hospitality businesses. Drama can stem 

from all sorts of roots, which include lack 

of communication and not feeling heard, 

and in spa, wellness, and hospitality, 

difficult or demanding guests can add to 

feelings of frustration and anger. Stressful 

times don’t help, nor do managers 

who aren’t paying attention and being 

appropriately supportive. 

You may wind up dealing with infighting, 

backstabbing, resentment, seething 

anger and more – all of which is very bad 

for your business. It affects the working 

environment and the atmosphere your 

guests experience when they come to 

your spa, resort, or hotel. And it costs 

you in revenue. One Gallup report found 

that U.S. employees spend 2.8 hours 

per week dealing with conflict, equating 

to approximately $359 billion in paid 

hours per year. But it’s not just about 

time spent on conflict – it’s about your 

guest experience and your employee 

experience. Toxic atmospheres don’t 

make successful business. 

Fortunately, if you’re a manager with 

drama in the spa or wellness workplace, 

there’s a lot you can do about it. Here are 

7 tips for a drama-free workplace. 

1. Model behavior 

A drama-free workplace starts with 

you. Do an honest assessment of 

your own behavior and ask yourself 

if you are contributing to the drama. 

Are you participating in gossip, playing 

favourites, taking things personally, 

making assumptions, or allowing your 

own moods to affect your interactions 

with your team? If you are doing any 

of these things (or anything else that’s 

contributing to the drama), you need to 

stop. Check your ego. It’s hard and we’re 

all human, but that is what is required of 

effective leaders. 


2. Communicate expectations 

At no point should your team not know 

what is expected of them. They should 

know how they’re expected to behave, 

what success looks like, and how they’re 

expected to achieve it. Have a written code 

of conduct. According to ethics.org, a 

code of conduct “clarifies an organization’s 

mission, values and principles, linking 

them with standards of professional 

conduct. The code articulates the values 

the organization wishes to foster in leaders 

and employees and, in doing so, defines 

desired behavior.” 

Workplaces should have a zero-tolerance 

policy on gossip. That means allowing 

no trash talking, taking pleasure in the 

misfortune of others, rumor spreading, 

or conversation that has the potential to 

instigate conflict or cause pain. Hold a 

meeting to communicate this policy, write 

it up, abide by it yourself, and enforce it. 

3. Become an impartial 

mediator 

You may like some team members better 

than others. Nobody truly likes everyone 

equally. But that doesn’t mean you don’t 

have to treat everyone equally. If there is 

conflict, learn to handle it as an impartial 

mediator, which may mean learning to 

mediate. Effective mediation is a 

valuable skill for a manager, and you 

can learn it through online courses and 

books. Once you know how, use those 

skills whenever they are needed. Don’t 

let bad feelings percolate. 

4. Be there for your team 

Customer-facing wellness and hospitality 

employees may have to deal directly 

with demanding, entitled, and difficult 

customers. Spa therapists work in close 

quarters with strangers and are expected 

to not only handle difficult guests, but to 

heal and comfort them. It’s a lot to deal 

with and they shouldn’t be expected to 

do it alone. Have an open-door policy and 

conduct regular check-ins. Ask the right 

questions. People might not come to you 

with issues unless prompted to do so. 

Have your team members’ backs. Don’t 

immediately take that customer’s side 

in a conflict situation because you don’t 

want to lose their business, and certainly 

don’t do so in front of others. Your team 

member may never forgive you. Again, 

effective mediation is key and should 

take place behind closed doors, after 

gathering all the important information 

and allowing for a cool-down period. Even 

if the outcome is in favour of the guest, 

your employee should still feel supported 

and heard. 

5. Clean up the toxic element 

Drama is often created by a single 

instigator. If there is a person, or people, 

with a toxic attitude causing trouble, 

this must be addressed. Speak to the 

employee and ask if there is an issue 

they need to discuss. Make it clear you’re 

ready to listen and the door is open. 

In a Harvard Business Review article, 

Christine Porath, author of Mastering 

Civility: A Manifesto for the Workplace, 

points out that many people have no idea 

how destructive their behavior is. Give 

concrete, specific feedback and offer the 

opportunity to change. 

6. Shhhhhh….listen 

Listen when someone is speaking 

and to your employees. Also listen to 

your environment. Listen to the ways 

people interact with each other and for 

rumblings of dissatisfaction, unhappiness, 

and resentment. Listen to the world 

around you, and if you hear something 

worrisome, speak to it. 

7. Channel competitive energy 

into purpose and organizational 

success 

Encourage people to work together, not 

against each other, and communicate 

that everyone’s success contributes to 

the success of the business. Also remind 

employees that their work has purpose. 

Eric Stephenson, Chief Wellness Officer of 

Elements Massage, once told us, “The spa 

industry is so purpose driven, I think a key 

piece of engagement is regularly reminding 

our teams what we’re doing in the world, 

above and beyond making money.” 

Recognize and reward B players as 

much as you recognize and reward A 

players. 60%-70% of your team is made 

up of B players, and they shouldn’t 

be an afterthought. If you only reward 

top people over and over again, you’re 

devaluing the people who comprise a 

huge part of your success. B players 

might never become A players and that’s 

OK. Show them the love they deserve. 

Drama and conflict are not inevitable. We 

can have comfortable, calm, happy and 

thriving workplaces. It just takes intention 

and effort. 


TECHNOLOGY 

4 WAYS HOSPITALITY SOFTWARE 

CAN HELP YOU HIT THE GROUND 

RUNNING IN 2021 

Hit the ground running in 2021 with hospitality software to 

support your business operations, improve guest experience, 

drive revenue, and set you on a path to success. 

New year, new possibilities. The beginning 

of a new year is always exciting, but 2021 

has an especially jubilant feeling to it. Last 

year was a struggle for the spa, wellness 

and hospitality sectors, and we’re all 

ready to leave it behind. While we realize 

that the COVID-19 pandemic is not over, 

we have had time to rethink, reimagine, 

and restructure. We’ve come up with 

innovative and creative ideas for keeping 

our businesses alive and our customers 

happy, many with the luxury experiences 

to which they’ve become accustomed. 

And now we want to hit the ground running. 

Whether you’re an enterprise company 

with several resorts or hotels, a boutique 

operation, or an independent, you could 

probably use some help. Software can 

provide the help you need. The right spa 

management software will deliver what 

you need to improve guest experience, 

drive revenue, and set you and your 

business on a clear path to success. 

Here are 4 ways hospitality software can 

help you hit the ground running in 2021. 

Save time on intelligence 

and reporting 

Deep insight into your operations, 

finances, and KPIs is an imperative part 

of making smart decisions, and making 


smart decisions is very important right 

now (and always). But tracking all this 

yourself takes time, leaves a lot of room 

for errors, and is generally tedious. 

Software can save the day. 

A real-time intelligence dashboard makes 

it easy to centrally report on operational 

efficiency and sales performance, even 

across multiple locations. Software can 

help you easily analyze customer buying 

trends, preferences, retail purchases, 

and demographics, and appointment 

booking software integrates with realtime 

sales reporting to provide insight 

into location performance (if you have 

multiple locations), top sellers, technician 

productivity, and utilization. Software 

can automatically calculate employee 

payroll based on commissions earned, 

clock time, and track attendance. And 

revenue forecasting can even predict 

revenues from advance bookings, referral 

sources, gift card and membership sales, 

and marketing initiatives – an invaluable 

capability when all of this is so seemingly 

uncertain. When reporting is easy, time is 

freed up to focus on things that won’t take 

care of themselves 

Clean up your inventory 

& ramp up retail 

As the industry recovers, retail sales are 

going to play a big role. Retail can do a lot 

to shore up revenue you may be missing 

from lower occupancy in your spa, but 

for that to work, you need great inventory 

management. Can you afford to run out of 

popular products right now or to order too 

much of something that isn’t going to sell? 

Probably not. 

Spa software allows you to manage 

inventory for all of your locations in one 

secure spot. Track purchase order 

progress, automatically update on-hand 

counts, easily record products received, 

track inter-company transfers, and 

view balances for all of your locations 

in one central place. Software can also 

maintain vendor records, and improve 

staff productivity by preparing reusable 

purchase order templates, allowing you 

to automatically restock retail products. 

All you have to do is communicate to 

your customers that they will love your 

products as much as you do. 

Create lasting 

relationships 

You need to build lasting relationships 

and turn new customers into returning 

ones. This will be the difference between 

success and failure in 2021. According to 

Outbound Engine: 

• Acquiring a new customer can cost 

5X more than retaining an existing one 

• Increasing customer retention by 5% 

can increase profits from 25-95% 

• The success rate of selling to an 

existing customer is 60-70%, 

compared with a 5-20% success rate 

of selling to a new one. 

Creating the ultimate guest experience 

will help build those connections. Loyalty 

and membership programs keep people 

coming back and referral incentives 

drive them to tell their friends. Your 

spa management software system can 

centrally track and allow guests to redeem 

loyalty points, or apply them at checkout, 

while automatic updates to customer 

accounts keeps guests informed about 

their points in real time. Software can 

also help you manage guest profiles, 

purchases, and customer activity, and 

provide automatic alerts that help staff 

remember important guest information. 

Central guest profiling and therapist 

notes provide quick access to insights 

gathered through various points of 

contact, including purchase history and 

preferences across locations, making it 

easy to personalize guest experience and 

improve retention. 

Integrate your retail sales into your 

guest experience, loyalty programs, 

memberships, and promotions to 

increase revenue and create a holistic 

business model. 

Meet your guests’ 

changing needs 

Your customer’s needs have changed. 

They don’t have the same comfort levels 

they once did or the same desire for 

human interaction. But they do want 

wellness and support, and to feel that 

they are caring for themselves and 

being cared for. There are many ways 

software can support this. Online and 

mobile booking, contactless payments, 

and touchless experiences like mobile 

check in and check out are clearly the 

top functionalities here. And let’s not 

forget your intake forms, which should be 

filled out virtually to avoid having people 

hanging around in a waiting room and 

sharing touchpoints. Software also helps 

you communicate safety protocols to your 

guests and gather feedback through NPS 

surveys. Now, more than ever, you have 

to gather feedback and show you care 

what your guests think. Few things will be 

more important than listening and being 

receptive to customers’ needs. 

We’re optimistic about 2021 and we 

can’t hide it. The wellness and hospitality 

industries have a lot of work ahead and 

you can’t do it alone. Nor should you. 


GROWTH 

FEATURED PROPERTY: 

FOUR SEASONS HOTEL 

BANGKOK AT CHAO PHRAYA 

RIVER 

Located on the river banks is an all-new sanctuary of residences and a 

hotel. Check out the Four Seasons Hotel Bangkok at Chao Phraya River. 


Thailand’s Four Seasons Hotel 

Bangkok at Chao Phraya River is 

an all-new sanctuary located in the 

heart of Bangkok’s Creative District, 

just 40 minutes from Suvarnabhumi 

International Airport, along the historic 

Charoenkrung Road. 

The site is a complex of buildings on 

200 metres of open riverfront that 

includes a 299-room hotel and 366 Four 

Seasons Private Residences. These are 

connected by a series of indoor and 

outdoor spaces, eateries, and quiet 

courtyards, surrounded by lush, tropical 

greenery and the gentle sounds of water 

features. The complex also houses event 

spaces, an urban wellness centre, and a 

dedicated art space in partnership with 

MOCA Bangkok, running from the lobby 

to the river, showcasing contemporary 

Thai artists in changing exhibitions. 

Modern rooms and suites feature high 

ceilings, and floor-to-ceiling windows 

with garden or river views. 

“The much-anticipated return of Four 

Seasons to Thailand’s capital is nothing 

short of spectacular,” says Christian 

Clerc, Four Seasons President, Global 

Operations, in a statement. “Guests will 

be in awe of the exquisite design, the 

world-class restaurant and bar options, 

and a state-of-the-art wellness centre. As 

always, the unparalleled, intuitive service 

from Four Seasons people will be at the 

centre of it all.” 

service in a truly spectacular setting.” 

The Urban Wellness 

Centre at the Four 

Seasons Hotel Bangkok 

at Chao Phraya River 

The Urban Wellness Centre at Four 

Seasons Hotel Bangkok is like no other. 

Spread over more than 2,500 square 

metres, the Centre is conceived along 

three streams of wellness, two floors of 

innovation and one holistic haven. 

“Every aspect of the spa places 

equal emphasis on the ideas of Mind 

(spirituality), Body (spa), and Work 

(fitness),” Senior Director of Spa, Sandie 

Johannessen, said. “With the Palm 

Courtyard at its centre, it’s a true oasis 

of wellbeing in the heart of one of the 

world’s busiest cities, where each guest 

will find peace, relaxation, renewal and 

even a bit of indulgence with the skilled 

guidance of our caring therapists and 

wellness experts.” 

Featuring eight treatment rooms and a 

luxurious spa suite with its own private 

bath and indoor garden, the spa also 

includes a large consultation area with 

relaxation lounges and a retail store. A 

state-of-the-art gym, a dedicated mind 

and body studio with regular open and 

private classes, and a 30 metre lap 

pool make up the fitness area. Hair 

and nail salons and a barber shop offer 

additional services. 

Science meets natural 

wellness 

Treatments include a wide variety of 

massages that draw from Thai and 

Western traditions, wraps and scrubs to 

soften, hydrate and invigorate, and facials 

in collaboration with Hungarian premium 

skincare brand Omorovicza. 

The Transcendent Bamboo Massage, 

for example, employs a combination of 

deep-tissue work, long flowing strokes, 

and therapeutic bamboo sticks to create 

a powerful massage to release tension, 

soothe the senses, and promote deep 

relaxation. And the BellaBaci Cupping 

Massage is a tailor-made experience 

focused on evening skin tones and 

reducing cellulite, wrinkles and dimples to 

give skin a healthy glow. 

More features include an Advanced 

Beauty Room, where science meets 

natural wellness to offer a range of 

technologically advanced slimming and 

anti-ageing treatments for men and 

women. And a Bath Butler will concoct 

and pour the perfect, tailored bath, in 

which guests are invited to choose from 

a menu of ingredients designed to create 

a soothing, relaxing and therapeutic soak. 

General Manager Lubosh Barta, said: 

“Like the city of Bangkok, our new Four 

Seasons is full of surprises, whether it’s 

the breath-taking river views, the rich 

design details, the perfect cocktail or a 

striking piece of art. We look forward to 

offering personalized experiences in an 

environment of safety and trust as we 

embrace Four Seasons enhanced global 

health and safety program, Lead With 

Care, with uncompromising Four Seasons 


SPOTLIGHT 

NIGEL FRANKLYN, “THE SPA 

WHISPERER,” ON THE PAST, 

PRESENT, AND FUTURE OF THE 

WELLNESS INDUSTRY 

Nigel Franklyn, The Spa Whisperer, has worked with some of the most iconic 

brands around the world as he helped shape the global luxury wellness industry. 

He talked with us about the past, present, and future of spa and wellness. 


Nigel Franklyn, The Spa Whisperer, 

has spent his career helping lead the 

wellness evolution and shape luxury spa 

and wellness into the global force that it 

is today. A veteran of the global luxury 

wellness industry, Mr. Franklyn has worked 

with some of the most iconic brands 

around the world, including Four Seasons, 

George V, Paris, The Siam, Bangkok, 

Aman Resorts, and Clinique La Prairie. 

Hailed as a unique visionary and wellness 

influencer, Mr. Franklyn is a warm and 

charismatic personality, so it’s no surprise 

that he was named Global Wellness 

Personality in this year’s inaugural Hall of 

Wellness Awards by Spa Connectors. 

We spoke to him about the past, present, 

and future of the spa and wellness 

industry, what to look for in a spa 

therapist, and what he’s excited about. 

Tell us about your career 

trajectory and how you 

came to be doing what 

you are today? 

I went to university in the UK for English 

and journalism, then went to San 

Francisco and worked as a journalist. 

It was a different time, before the spa 

industry was even a thing. I went to write 

about the opening of a spa in Atlanta, 

and while I was there, I had this incredible 

experience with a therapist named 

Margaret. I remember everything about it. 

I remember what she wore, her hair, the 

tone of her voice… I don’t remember the 

treatment itself, but I do remember that 

she made me feel safe and wanted. I was 

so overwhelmed by that experience that 

I became a therapist, because I wanted 

to give that to people. It changed my life, 

and it changed who I was in my life. 

I became a massage therapist and an 

aesthetician, and then a consultant 

because I realized that I was one 

person and I needed an army of 

therapists around the world ready 

to make this big romantic difference 

in the lives of everybody. Working 

inside spas, developing therapies and 

therapists, naturally progressed into 

spa development, wellness concept 

development, and design. I work primarily 

now with architects and designers and 

we build entire wellness concepts. But 

the core of it always for me is the art of 

therapy, creating spaces where people 

can feel safe and wanted. That’s my 

romantic anchor. 

How has your experience 

in the industry changed 

since then? 

I was fortunate to have been at the 

forefront of this wellness evolution. I don’t 

have to convince people or make excuses 

anymore. Wellness is now a $4.2 or $4.3 

trillion industry. It’s three times the size 

of the pharmaceutical industry. The way 

I’m able to do my job has changed so 

much; I have access to everything now, 

which I never had before. When we first 

got into developing spas, I was always 

trying to find space in the laundry rooms 

in the basements of hotels because 

nobody believed that spa and wellness 

was a thing. Now people are asking me 

to create these transformative, integrative 

wellness experiences, because everyone 

has a greater understanding, especially 

now after this crappy year, of the impact 

wellness can have on their lives. 

What should spa 

directors look for in a 

therapist? 

Someone who really understands how 

to deliver wellness. If someone has 

spark and energy, and the emotional 

intelligence that creates a human 

connection, you can teach them anything 

else they need to learn. Wellness is such 

a beautiful, amorphous, transformative 

thing. Your hands don’t make you a 

therapist. Understanding steps one 

through six of a massage isn’t as 

important to me as understanding 

therapy as a transformative concept. 

Look at me. I was a journalist, and now I 

do this because of Margaret, who I’ll never 

meet again. I do breathing exercises on 

planes because, 15 years ago, a therapist 

in Dubai told me to. I still carry these 

pieces of information. It’s important to me 

that therapists understand that they have 

the power to change somebody’s life. 

How has the last year 

impacted the industry? 

In the beginning we were all just 

responding and worried about immediate 

necessities, like PPE. Now we are evolving 

and getting more creative. We’re talking 

about how technology can influence the 

wellness journey or spa experience, like 

contactless check in, air filtration systems, 

and UV sanitization. Out of crisis comes 

opportunity, right? The wellness industry 

is on the precipice, about to jump into 

something, a greater expansion, a greater 

universe than it was before. 

Wellness has become more accessible 

to everybody and people are more 

conscious of it, especially of their 


SPOTLIGHT 

self-care. We’ve all been locked away 

and that isolation, that grief, is what the 

wellness industry can respond to and 

is responding to. I think this is a very 

exciting thing. 

Are there any trends or 

developments you’re 

excited about? 

I don’t like trends. I like shifts. Trends to 

me are like bamboo massage, while a 

shift is a change of thinking or focus and 

something to which we can sustainably 

respond. As somebody who’s responsible 

for creating sustainable wellness 

experiences, it’s important that I focus 

on what I think has some weight to it. I 

think mental wellness is going to be a big 

shift, and now that we’ve all gone through 

a collective mental health experience, 

the grief and stress, we can talk about it, 

whereas we couldn’t before. 

Back to technology, I also like that the 

Global Wellness Summit has been 

opened up to virtual attendees, because 

people aren’t travelling, which makes it 

open to everybody. Anybody can join 

these wonderful, informative initiatives 

like the GWS. So, just seeing how 

technology influences wellness, I think is 

super exciting. 

What are you working 

on that you’re excited 

about? 

I just teamed with some friends to launch 

our own sustainable therapeutic line of 

body products called Moss of the Isles. 

We use small batch hand harvested 

ingredients from Ireland and the British 

Isles. It was something I’ve always wanted 

to do. We have also created Moss 

Wellness Consultancy, a collaborative 

initiative that grew out of our deep-rooted 

passion for authentic, conscious wellness. 

And I have a big project in India called 

King’s Mansion. It’s a small, luxury 

wellness resort and the concept mixes 

Ayurvedic medicine and philosophies 

with state-of-the-art genomics and 

treatments like laser light infusions. 

My passion is combining traditional 

philosophies like TCM and Ayurvedic 

medicine with state-of-the-art, evidencebased 

science. I think moving forward, 

there will be a shift toward what I call 

wellness alchemy where we combine 

one philosophy with another. 


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BUSINESS 

LINDSAY MADDEN-NADEAU 

ON MERAKI & AUTHENTIC 

WELLNESS EXPERIENCES 

Wellness industry leader, Lindsay Madden-Nadeau talks about Meraki, her new company 

creating bespoke wellness solutions, and what makes an authentic wellness experience. 

Lindsay Madden-Nadeau has spent 

the past 20 years travelling the globe 

working for some of the biggest names 

in hospitality and wellness. She was 

most recently the Global Director of 

Wellbeing for the luxury division of Accor, 

overseeing global wellbeing strategy for 

Raffles, Fairmont and Orient Express. 

She has been a judge for the World 

Spa & Wellness Awards, a contributor 

to several industry publications, and 

a public speaker at events around the 

world, including the Global Wellness 

Summit, World Spa & Wellness, 

Professional Beauty, and Fit Summit. 

She recently left the hotel world and 

founded Meraki, a bespoke wellness 

consultancy with a mission to create 

conscious, collaborative projects that 

continue to put wellness on the map. 

Madden-Nadeau makes it her mission 

to ensure each project has a strong 

differentiation and strategy at its heart. 

After spending 13 years in Dubai, 

Madden-Nadeau recently moved to the 

South of France and is dedicated to a life 

of wellbeing. 

We asked Lindsay Madden-Nadeau about 


Meraki and what she’s excited about. 

Why did you start 

Meraki? 

I’ve always had an ambition to start my 

own urban wellness retreat, something 

on a small, boutique level. But then 

COVID happened and, after I moved 

to France, I started rethinking things. I 

still have those plans but for now I’ve 

decided that I’m going to stay here for 

the next year and really just listen and 

learn before pursuing that further. That 

meant that Meraki needed to come to 

the forefront. 

The reason that I launched Meraki is 

because I’m lucky enough to be one of 

those people that genuinely loves my job. 

I wanted a change from the corporate 

sector, and the freedom to make my 

own decisions and do what I’m good 

at. I want to work on genuine wellness 

projects and I think wellness thrives best 

in independent businesses, like private 

yoga, meditation, or wellness retreats, 

or in very small boutique hotels. The 

ambition with Meraki is to work with 

businesses for which wellness is the 

main positioning. 

Can you talk a bit about 

what you’re working on 

and what is special and 

exciting about Meraki? 

My specialty is working with clients to 

design their specific brand of wellness. 

A lot of spa brands or spa product 

brands are saying, “We want to be a 

wellness brand.” Wellness has had a 

spotlight on it for a while and everybody 

wants to attach wellness to their brand. 

I’m trying to convince people to take 

a step back and ask what wellness 

means to their business and how it 

aligns with their values. “How does your 

wellness differentiate you from other 

businesses?” Let’s understand what 

wellness means to your brand so you 

can represent it authentically. 

We go through different exercises where 

we pick out that positioning, that driving 

point, that makes a business unique. 

And then we create something bespoke 

and unique to them. 

What makes an authentic 

wellness experience? 

To me, an authentic wellness experience 

is about incorporating values and 

seeing them through from end to end. 

When a brand identifies its values and 

incorporates that into their programming, 

communication, collaborations, and 

partnerships, that becomes a very 

authentic model. 

How do you think the 

current situation is 

affecting your industry? 

I think a lot of people that previously 

weren’t considering wellness before 

are now considering it. In the next 

couple of years, wellness is going to 

continue to rise. And I feel that’s where 

I come in. There will be generic models 

out there for people just looking for 

a generic experience, but the people 

that are looking for really unique design 

and unique programming, that’s where 

Meraki will come in. 

What are some of the 

challenges you see the 

industry facing in the 

next while? 

I think there will be an oversupply 

of wellness and too many brands 

over commercializing wellness. It’s 

already happening. Wellness used 

to be something that was genuine 

for your health. Now it’s becoming 

commercialized. Everyone’s using the 

buzz words and it’s become inauthentic. 

We’re going to see an abundance of 

yoga instructors. Anyone can now 

learn yoga online. That’s going to dilute 

wellness. The brands that will stand out 

are those that take the time to do it well 

and find that distinct positioning. 

What are some of the 

developments or trends 

you’re excited about? 

I’m excited to build brands that are 

distinctly different. And I’m excited 

about the idea of bringing in healing 

arts, which already exist within some 

wellness models. More and more people 

are getting into the essence of music 

and dance and sculpting, and that, in 

itself, is a form of wellness. I’m most 

excited about seeing smaller boutique 

models thrive because I feel that’s where 

wellness really has the opportunity. 


BUSINESS 

WHY WELLNESS IS MORE 

IMPORTANT THAN EVER IN 2021 

Stress and anxiety combined with a desire to optimize immunity in the wake of 

2020’s pandemic shutdowns make wellness more important than ever in 2021. 

our mental health but our physical health 

as well, which in turn affects our quality 

of life and life expectancy, and taxes our 

health systems, economies, and society 

as a whole. 

Wellness is more important than ever 

in 2021. 

Consumers are in search of wellness 

solutions to cope throughout the year as 

we continue to navigate the COVID-19 

pandemic. Hospitality companies that 

rise to meet that need may be better 

positioned for success than those who 

don’t. Here’s why: 

Stress and anxiety are at 

an all-time high 

As discussed in our trends report for 2021, 

stress and anxiety are at a high. Research 

released in the fall found that symptoms of 

anxiety and depressive disorders had more 

than tripled among U.S. adults compared 

to the same time last year. Another study 

by the International Committee of the Red 

Cross (IRCR) found that over half — 51% 

— of respondents surveyed across seven 

countries said that the global crisis has 

negatively impacted their mental health, 

and a survey conducted in Canada, found 

that two out of five respondents reported 

worse mental health in the pandemic, 

a number that rose to 54% among 

those who had to isolate with COVID-19 

symptoms. Insomnia is also at peak levels. 

This matters because it affects not only 

Another study in the journal Cardiology 

found that the pandemic is exacerbating 

existing stress levels to the point where 

doctors are seeing an increase in stressrelated 

heart disease. Psychological 

stress is associated with all kinds of 

negative health outcomes, including 

heart disease, depression, diabetes, 

and infectious diseases. According to 

research conducted at Carnegie Mellon 

University, this may be because chronic 

psychological stress is connected to loss 

of ability to regulate the inflammatory 

response, which may promote the 

development and progression of disease. 

People suffering from psychological 

stress are more susceptible to 

developing common colds, the 

symptoms of which are not caused 

by the virus but are actually a “side 

effect” of the inflammatory response 

triggered by the body to fight infection. 

“The greater the body’s inflammatory 

response to the virus, the greater is the 

likelihood of experiencing the symptoms 

of a cold,” said a research brief. 

The brief also states: “Because inflammation 

plays a role in many diseases such as 

cardiovascular, asthma and autoimmune 

disorders, this model suggests why stress 

impacts them as well.” 


Consumers want to 

optimize immunity 

Moreover, even with a vaccine rolling 

out over the next few months, there’s 

still a lot of uncertainty around what the 

future looks like with tiered distribution 

and new emerging virus strains. People 

are prioritizing their physical health with 

supplements, and food and drink, with 

ingredients purported to protect against 

illness, benefit the immune system, and 

improve overall health and wellness. 

Research company, New Hope Network, 

reported that, in 2020, sales of cold, flu 

and immunity supplements saw a 51% 

increase over 2019, and surpassed 5.1 

Billion USD for the first time. The number 

of Google searches related to immuneboosting 

foods also grew during the 

spring lockdowns. And a consumer 

survey by Innova found that one in three 

global consumers say their concerns 

about immune health increased in 2020 

over 2019 and 60% are looking for 

products that support immune health. 

Spa & hospitality is 

uniquely positioned 

Wellbeing support and wellness offerings 

are more important than ever, and spa 

and hospitality — from hotel and resort 

groups to wellness retreats to independent, 

boutique hospitality companies — are in a 

unique position to meet this need, which 

will in turn help sustain businesses while 

the industry recovers. 

Wellness can be a revenue booster. 

According to HotelManagement.net, “At 

Wyndham Hotels & Resorts’ 2018 brand 

conference, Danica Boyd, at the time the 

company’s senior director of operations 

for full-service brands, said that healthconscious 

travelers spend as much as 

130% more on hotel amenities than other 

guests.” Also, the GWI reported that the 

global spend on wellness tourism was 

$639.4 billion in 2017 and that the sector 

grew 6.5 percent per year from 2015 to 

2017, more than twice the growth rate 

for general tourism. In 2017, international 

wellness tourists, on average, spent 53% 

more than general tourists while domestic 

wellness spent 178% more than the 

general domestic tourists. 

How spa treatments 

improve health outcomes 

Here is some evidence to demonstrate 

how hospitality wellness and spa 

treatment offerings can meet the demand 

for wellness among consumers in 2021: 

Massage: 

• Numerous studies have demonstrated 

that massage is associated with 

decreases in stress, cortisol, and pain. 

• Massage is also associated with 

increases in immune function and 

production of serotonin and dopamine. 

• One study found that people who 

received a 45-minute massage had 

an increased number of lymphocytes 

(white blood cells that play a role in 

defending the body from disease). 

• Massage is correlated with lower 

depression levels and lower job 

stress scores. 

• 30-minute massage sessions over five 

weeks is correlated with lower blood 

pressure, less anxiety, less depression 

and hostility, and decreased cortisol 

(the stress hormone). 

Saunas: 

• Frequent sauna bathing is associated 

with lower death rates from 

cardiovascular disease and stroke, as 

well as all-cause mortality. 

• Men who went to the sauna four to 

seven times a week were 66% less 

likely to be diagnosed with dementia, 

and 65% less likely to be diagnosed 

with Alzheimer’s disease, than those 

taking a sauna once a week. 

• Taking a sauna four times a week cut 

the risk of pneumonia by 40%. 

Spa bathing: 

• Taking a hot bath improves health and 

can burn calories. 

• In one study, bathing resulted in about 

as many calories being burned as a 

half-hour walk (around 140 calories). 

• Research suggests that repeated 

passive heating may contribute to 

reducing chronic inflammation. 

• A hot bath a couple of hours before 

bedtime may lower core body 

temperature and lead to better sleep. 

Virtual, touchless, and 

hybrid experiences 

The way in which wellness services 

are offered has been changing and will 

continue to change. Companies will add 

virtual and touchless experiences, and 

hybrids of these. Fitness classes, for 

example, can be kept small onsite and 

those same classes be made available in 

virtual form with a membership fee sold 

at a lower cost. Other types of classes 

and programs for onsite guests can also 

be similarly made available to people in 

their homes with memberships. We will 

see a rise in virtual wellness consultations. 

Touchless energy healing experiences 

like reiki and sound vibrational therapy 

will become more popular, and in-room 

wellness, from workout and meditation 

videos to sleep optimization will increase 

the appeal of any getaway location. 

2021 is off to a difficult start for many but 

it’s also a time of opportunity. The more 

ready hospitality companies are to deliver 

what guests want, the more successful 

they will be. 


BUSINESS 

ONE PERSPECTIVE ON THE 

FUTURE OF WELLNESS TOURISM 

The travel and tourism sectors have changed dramatically over 

the past year. This change is unprecedented and unexpected. 

As we move into a new future, wellness 

tourism will thrive, thanks to an elevated 

public interest in personal health and 

demand for the services of dedicated 

wellness professionals. Anne Dimon, 

President & CEO of the Wellness 

Tourism Association, explains. 

In March of 2020, when we were all 

beginning to recognize and accept the 

fact that the newly identified pandemic 

would severely impact not only the 

tourism industry but our daily lives, I 

posted a new cover photo in the Wellness 

Tourism Association Facebook Group: 

“The wellness tourism industry will 

weather this and be stronger for it.” I 

believed it then. I believe it now. 

For many, the very concept of personal 

health has become the new norm. As the 

industry begins to recover, that overriding 

concern about personal health will 

continue to remain a focus – not only on 

the home front but as more people feel 

comfortable traveling again. 

What does that mean for the industry? 

More demand. Not only from those 

new to wellness living, but from those 

By Anne Dimon, 

who want to position “good health” as a 

President & CEO of the Wellness Tourism Association 

lifestyle priority, but may not know where 

Co-founder/President & CEO of the Wellness Tourism 

Association (www.wellnesstourismassociation.org) 

and Owner/Editor Spa Executive of www.traveltowellness.com 

| JANUARY 2021 ISSUE - 20 - 

to begin. These are the people who will 

seek out the hospitality stakeholders 

with designated programs and multi-day 

retreats operated by trusted wellness 

professionals who can guide them on the 

various paths to reaching their personal 

health goals. 

A few foreseeable trends 

and challenges for 

wellness tourism 

More connection with nature 

It is widely accepted that nature will 

play an increasingly important role 

in the wellness tourism sector. Easily 

accessible lakes, mountains, hot springs, 

forests and other natural resources 

will become prime assets to industry 

stakeholders. As the industry recovers 

and rebounds, more travelers will want 

to avoid congested cities and over-

populated tourist attractions in favor of 

smaller cities, towns and more remote 

locations surrounded by nature. 

Solo travel & connection with 

the like-minded 

The trend of solo travel for wellnessfocused 

trips was identified in both 

the 2019 and 2020 consumer surveys 

conducted by the WTA. The 2020 survey, 

which collected responses from close to 

4,000 respondents, reinforced that trend, 

plus the importance of social connection 

and being with the like-minded. Molly 

Anderson, Vice President, Sales at 

Canyon Ranch says, “some of our guests 

have been sharing close quarters during 

the pandemic and are now seeking to 

be alone to journey within and focus on 

a wellness goal, while others have been 

alone and are craving human touch 

(massage, for instance) and meaningful 

face-to-face conversations with likeminded 

individuals.” 

Regenerative travel 

Based on the general concept of “building it 

back better,” regenerative travel calls for the 

traveler to leave a geographic destination 

better than he or she found it. Supporting 

local producers, vendors and service 

providers, for instancing. Or, volunteering 

with a local community initiative. 

Under the banner of “regenerative 

travel,” we will see the rise of more 

environmentally-conscious modes of 

travel, and the marketing of closer-tohome 

options. Most support the premise 

that “wellness” as a travel style is not only 

good for the person but inherently good 

for the planet, due to the emphasis on and 

importance of nature and environmental 

sustainability that is promoted as part of 

wellness tourism offerings. 

For example, John Nielson, General 

Manager of Fivelements, Bali is seeing 

guests embracing regenerative travel 

as they come to understand the impact 

they leave behind. “We have started a 

plant-your-own- tree program, with great 

success,” he says. 

In May of 2020, WeTravel polled their 

community of wellness travel providers 

to find out what the terms ‘sustainable’ 

or ‘regenerative’ travel meant to them. 

Jen Corley, Director of Development 

Wellness, explains that “while the 

ecological impact of tourism was, of 

course, noted as a key consideration, 

providers have a much broader view of 

how traveler demand is shifting.” 

She says survey respondents pointed 

out that “socially, people are going to 

seek out more intentional experiences 

by being respectful and inclusive of 

everyone they encounter while away 

from home. Culturally, they will want 

to engage in positive interactions with 

hosting communities, being extra mindful 

of tourism’s impact on local people’s way 

of life. Economically, they will want to 

leave the destination community better 

off than when they arrived by ensuring 

their money is funnelled into entities that 

directly serve those they’ve visited.” 

Working from “home” 

Personally, I have been blessed to be able 

to work from anywhere in the world for 

close to 20 years. Over the last year, so 

many people have come to realize that 

they, too, have the tools and opportunity 

to do the same thing. Consequently, 

hotels and resorts are now promoting 

long-term stays with the encouragement 

to come visit and work from “home.” For 

example, at the time of writing, Carillon 

Miami was offering 30% off on stays of 

10 to 30 days. Another example is Eden 

Roc Cap Cana in the Dominican Republic 

where a 30-night package for two adults 

and two children (including a variety of 

lessons for the kids while the parents 

work) was priced from $75,500. 

Challenges include: 

Growing competition 

With more hotels and resorts entering 

the wellness space, the competition for 

the traditionally higher-spending wellness 

traveler, will become fierce. While a spa 

is a wonderful guest amenity, it is not 

mandatory for hotels/resorts looking to 

launch a wellness culture/initiative, so 

prepare for competition from the nonspa 

sector. 

Developing a coordinated 

effort 

Spa owners and managers may have 

to step up efforts to align with other 

departments – food & beverage, rooms 

division, sales and marketing and others – 

to insure the acceptance and support of a 

coordinated wellness culture/initiative. 

Getting noticed 

The challenge will be to find and 

communicate your point of distinction, 

with consistent messaging to target 

audiences across their preferred 

platforms – from social and traditional 

media, to e-newsletters, to print 

brochures and guest posts on related 

web sites and blogs. Raising your 

profile with the travel agent community 

– especially with those who identify as 

wellness travel specialists – will also 

gain in importance. While it is important 

to note that millennials may be the 

generational cohort to lead the recovery 

of the wellness travel sector, stakeholders 

cannot ignore the boomer and Gen X 

generations who are motivated, in part, by 

the desire to live healthier, longer. 

As an industry, we will not only embrace 

the trends and new challenges brought 

about by the disruption of 2020, but will 

also weather the times and be stronger 

for it. 


Spa Executive

Spa Executive - January 2021

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