Spa Executive Magazine April 2022

ISSUE #35 APRIL 2022 

SPA EXECUTIVE 

FOR LEADERS IN THE BUSINESS OF WELLNESS 

The Sustainability Issue 

Alena Stavnjak 

1 HOTELS’ ALENA STAVNJAK ON THE 

IMPORTANCE OF SUSTAINABILITY 

IN HOSPITALITY 

NEWS: 

Vegan spider silk, coffee, 

mushrooms replace single use 

plastic packaging 

Featured property: 

Desa Potato Head Bali 

NEWS: 

People would take a pay cut to work 

for an environmentally responsible 

company

PUBLISHER 

Roger Sholanki 

EDITOR, CREATIVE DIRECTOR 

Elizabeth Bromstein 

DESIGNER 

Design Pickle 

AD SALES, CONTRIBUTING EDITOR, 

PRODUCTION MANAGER 

Sal Capizzi 

Note from the Publisher 

Dear readers, 

“Sustainability” is the word du jour of 2022. The need to reduce waste is urgent, and everyone knows it. 

The sustainability movement was set back for the spa and hospitality industries over the last two years, 

taking a backseat to safety and sanitation as we shifted operations to deal with the COVID-19 pandemic. 

Waste generation skyrocketed, with the sudden need for bottles of hand sanitizer, disposable wipes, 

masks, and gloves, individually wrapped snacks, and whatever else we had to use to keep people safe. 

Now that it looks like the pandemic is calming down, we can focus on sustainability again. And, even if it’s not, 

and is becoming something we have to live with, we must still start paying attention to other things. Life goes 

on, and we can’t make excuses forever. 

A company that takes sustainability seriously is 1 Hotels, where sustainability keystones are the foundation 

on which the company bases all of its design, construction and operational decisions. These include: 

environmental impact; advocacy, education & engagement; human health & wellbeing; resiliency & 

ongoing performance improvement; and food & beverage responsibility. In this issue of Spa Executive, we 

spoke to 1 Hotels’ Director of Spa & Retail, Alena Stavnjak, the brand’s commitment to sustainability 

and why this matters for the industry and the world. 

We also feature the Desa Potato Head Bali, a resort that counts sustainability, wellness, and community 

among its key pillars. Potato Head takes waste reduction to a new level and just three percent of the waste 

it generates winds up in landfills. Impressive? We think so. 

More in this month’s issue includes a look at some of the amazing materials being used to create 

alternatives to plastic packaging, like vegan spider silk, coffee, seaweed, and mushrooms. And we also talk 

about the Noel Asmar Group’s initiative to fund growth of 1,000 trees per month in Ethiopia, and 

sustainability as a revenue driver for the hospitality industry. 

Eco conscientiousness is a must for businesses now. Those who reject it risk being rejected in turn by 

consumers, who want businesses to care about the planet and its people. People want their concerns 

addressed, and the spas and hospitality companies that pay attention will come out ahead. 

Speaking of sustainability, did you know that Book4Time spa software can create a paperless environment 

for your spa? Just thought I’d mention it. 

Spa Executive 

The online magazine for Spa 

Executives, featuring news 

and exclusive interviews. 

I hope you enjoy reading this month’s articles in Spa Executive and that they provide valuable information to 

help you achieve success. 

Roger Sholanki, 

CEO, 

Book4Time

Contents 

April 2022 Volume 35 

4 

NEWS: 

Vegan spider silk, coffee, 

mushrooms replace single use 

plastic packaging 

3 

7 

BUSINESS: 

Doing good is the new revenue 

driver for spas and hotels 

10 

FEATURED PROPERTY: 


14 

STAFFING: 

People would take a pay cut to 

work for an environmentally 

responsible company 

15 

16 

20 

SPOTLIGHT: 

1 Hotels’ Alena Stavnjak on the 

importance of sustainability in 

hospitality 

NEWS: 

Noel Asmar Group to fund 

growth of 1,000 trees per 

month in Ethiopia 

21 

FEATURES: 

Partner profile: Q&A with 

Tomoka Nguyen of So.Wa 

Consultancy 

8

News 

Vegan spider 

silk, coffee, 

mushrooms 

replace single 

use plastic 

packaging 

Xampla is introducing a range of packaging products made from vegan spider silk. 

A variety of materials are being developed to 

replace plastics in sustainable packaging including 

vegan spider silk. 

Plastic is problematic, particularly single-use 

plastics. Their production creates pollutants, they 

take hundreds of years to break down, a very small 

portion of the plastic produced around the world 

is actually recycled, and they make up 70% of all 

marine trash. 

So, many companies have been moving away from 

single use plastics – or any plastics at all – towards 

a variety of packaging options for retail spa 

products and food and beverage. 

The best-known alternative to plastic is paper, 

which many (most?) people believe is greener, but 

which others argue actually isn’t much better for a 

variety of reasons. For example, while paper 

biodegrades faster than plastic under ideal 

conditions, a landfill (which is where both of these 

items will end up if not recycled) is not an ideal 

condition, as they are usually too densely packed 

for biodegradation to occur. Paper is also said to 

take significantly more energy to manufacture 

than plastic and create much more air and water 

pollution than plastic. Plus, paper comes from 

trees, which are a finite resource. 

Bamboo grows abundantly but its use 

may displace wildlife 

Paper isn’t the only alternative that some say 

creates new problems even while solving others. 

One of the fastest growing plants on Earth, 

bamboo has become popular for use in 

household and personal care products and 

packaging. Touted as an eco-friendly alternative to 

plastic, metal, and paper, bamboo packaging is a 

durable and renewable option that breaks down 

within two to six months. Bamboo requires no 

pesticides or irrigation in its cultivation, releases 

35% more oxygen into the atmosphere than trees, 

and has a greater tensile strength than steel. 

Unfortunately, however, due to bamboo’s 

increasing popularity, large areas of land are being 

cleared to be planted with it and this leads to the 

displacement of wildlife, including vulnerable 

wildlife like pandas, and a decrease in the 

biodiversity of existing ecosystems. Furthermore, 

according to Eco & Beyond, the only commercial 

scale production of bamboo currently takes place 

in China, and the distance a product has to travel 

for sale in other places around the world creates a 

carbon footprint that can somewhat negate its 

green credentials. Nothing is perfect. 

04 | Spa Executive News

Ecovative pioneered the science of using mycelium to grow fully formed 

structures used in products to replace Styrofoam and plastics. 

Refillable containers are a great idea 

Using refillable containers is another solution, 

be they metal or even plastic. Not only is this a 

sustainable option, it offers the opportunity for 

companies to brand containers for customers 

to take home and reuse again and again. 

Among the cosmetics companies that have 

moved towards refillable containers are Dove, 

Chanel, and Khiel’s. 

Innovative packaging ideas 

Innovative and experimental companies are 

also experimenting with new and exciting 

materials to replace plastic. Many are in the 

fledgling stage, and who knows which, if any, 

will catch on in future and eventually become 

as ubiquitous as plastic is today. 

While we can’t know the answer to that, it 

does look like the status quo is undergoing a 

shift that will likely be permanent. Something 

will replace plastic as we know it today, even if 

we don’t yet know what. 

Here are four materials that are in various 

stages of being developed for use as 

eco-friendly packaging alternatives to plastic. 

Mushrooms 

Mushroom packaging is created from 

agricultural residue by mixing mycelia (fungus 

sprouts), with seedlings or other residues. The 

network of wire-like cells acts as a natural 

adhesive and grows without the need for 

light, water or chemical additives according to 

Sustainability Guide. When desired, growth is 

stopped by a drying and heat treatment 

process. The result is a fully natural composite 

material similar to Styrofoam. Mushroom 

packaging consists of 100 percent 

biodegradable and renewable material. A 

company called Ecovative pioneered the 

science of using mycelium to grow fully 

formed structures used in products to 

replace Styrofoam and plastics. 

Mushroom packaging offers an alternative to 

disposable plastic packaging common to the 

beauty industry. 

Vegan spider silk 

Researchers at the University of Cambridge 

accidentally discovered that plant-based 

“vegan spider silk” could replace pollutants 

found in everyday packaging materials while 

researching something else. As it doesn’t 

come from spiders, the synthetic polymer is 

not technically spider silk, which is one of the 

strongest naturally occurring materials on 

Earth, but mimics 

its composition. 

Popular Mechanics reported that the new 

material is similar to plastic, is compostable, 

and has the potential for use in various 

applications, and that the hope is that it will be 

an effective, environmentally friendly 

alternative to the harmful microplastics and 

single-use plastics found in everyday 

products. 

The material will be developed commercially by a 

University of Cambridge affiliated company 

called Xampla, which is introducing a range 


Evoware creates seaweed packaging to combat waste and increase 

the livelihood of Indonesia’s seaweed farmers. 

AirXcoffee partners with local coffee shops in Vietnam to supply 

grounds for a coffee bio-composite. 

of capsules and sachets, including a high 

performance fragrance microcapsule for the 

home and personal care industries. 

Seaweed 

Seaweed packaging is made of a natural 

polymer derived from seaweed, an abundant 

and readily accessible resource according to 

PakFactory, and may take the form of a 

flexible membrane or disposable bioplastic 

film. It’s biodegradable, dissolvable, and 

edible, making it a promising alternative to 

plastic packaging for food and cosmetics like 

gels, masks, and liquids. 

According to a report, naturally occurring 

antioxidant properties in seaweed can 

minimize lipid oxidation and may thereby 

increase the shelf life and nutritional value 

of food “as well as reduce free radicals 

which might have a carcinogenic, mutagenic 

or cytotoxic effect.” Some seaweeds have 

also proven to inhibit bacteria growth, 

meaning it could possibly be used in 

antimicrobial packaging. 

Indonesia-based, socially responsible 

enterprise Evoware is one company creating 

seaweed packaging with missions to create 

innovative solutions to combat waste and 

carbon emissions, and to increase the 

livelihood of Indonesia’s seaweed farmers. 

Coffee 

The world sends more than six million tons 

of coffee grounds to landfills each year, 

according to the World Economic Forum, 

and the by-products of this waste – tannins, 

caffeine, and chlorogenic acid – can be 

lethal to every organism on the planet in 

high doses. 

So, it’s good news that researchers have 

identified cellulose nanofibers extracted from 

spent coffee grounds as a potential material 

for use in biodegradable plastics. Demand for 

these nanofibers is increasing worldwide, “as 

industries realize their potential as a more 

environmentally sound and sustainable way 

to produce plastics.” The researchers’ goal 

was to establish a sustainable recycling 

system for the coffee industry. 

Meanwhile, Vietnamese green product 

manufacturer AirXcoffee has developed a 

bio-composite, recyclable, light material using 

locally sourced coffee grounds to replace 

single-use plastic and is currently making 

coffee cups and personal care products, 

among other things. 

AirXcoffee partners with local coffee shops in 

Vietnam to supply the grounds, which are 

dried and then blended with cellulose, starch, 

waxes, wood, natural resins and oils. 


Doing good is the new 

revenue driver for spas and hotels 

BY ELIZABETH BROMSTEIN 

Research consistently finds that consumers 

want companies to care about the planet and 

its people and will support this with their 

dollars. 

Research abounds demonstrating that large 

segments of global consumers prefer to buy 

from companies offering sustainable 

products, and would be willing to pay a 

premium for them. 

A 2019 Accenture survey of 6,000 consumers 

in 11 countries across North America, Europe 

and Asia, found that: 

83% 

believe it’s important or extremely 

important for companies to design 

products to be reused or recycled. 

More than 

50% 

would pay more for sustainable products 

designed to be reused or recycled. 

72% 

said they were currently buying more 

environmentally friendly products than they 

were five years earlier. 

81% 

expected to buy more eco-friendly 

products over the next five years. 

The pandemic has set the sustainability 

movement backwards to some degree. In the 

hospitality sector it forced hotels and spas to 

push health and sanitation to the forefront 

meaning suddenly there was a lot of plastic 

and many disposable items to contend with. 

Looking back, Amanda Frasier, Forbes Travel 

Guide’s Executive Vice President of Standards 

& Ratings, told Spa Executive, “Just before the 

pandemic hit, a big focus for us was launching 

sustainability standards. We paused releasing 

them because it wasn’t the right time to start 

evaluating people’s performance against 

reduction of single use plastics when 

everything had to be individually wrapped and 

there were millions of masks and miniature 

bottles of hand sanitizer in circulation.” 


But FTG is now launching those standards 

and sustainability is again top of mind. 

Sustainable travel matters to consumers 

According to an article by FTG’s Jennifer 

Kester, a 2021 poll from Virtuoso, a global 

network of agencies that specialize in luxury 

travel, half of travelers surveyed said it’s 

important to choose a hotel, cruise line or 

travel company with a strong sustainability 

policy, 70% said traveling sustainably 

enhances their vacation experience, and 82% 

said the pandemic made them want to travel 

more sustainably in the future. 

That being said, most consumers won’t 

choose sustainability at any cost. The 

Accenture study found that price and quality 

were still top considerations, cited by 89% 

and 84% of respondents, respectively. 

As the price of eco-friendly production and 

packaging comes down, and consumer 

awareness grows, people will come to expect 

sustainable options and being green will 

become a cost of entry into mid- to-high level 

hospitality markets. Companies that don’t 

follow the flow risk being regarded as out of 

touch and tone deaf. 

Potato Head Bali, where plastic is contraband 

An example of what some might call extreme 

sustainability is Potato Head Bali. CNBC 

reports that a garbage emergency was 

declared in Indonesia in 2017 and Bali’s 

beaches were covered in waste. Potato Head 

seeks to not only reduce waste output but to 

also educate people about the problem. 

Also according to CNBC, at the resort, 

menus are made of old tires and flip flops, 

soap dispensers and tissue boxes are 

made from oyster shells, polystyrene foam, 

bottle caps, and limestone; candle wax is 

made from used cooking oil, and glass 

candle holders are made from used wine 

bottles. At the entrance of the beach club is 

an art installation of 5,000 flip flops 

collected from Bali beaches. Single use 

plastics are banned. Only three percent of 

waste generated by Potato Head ends up in 

landfills. 

“The consumer today demands authenticity 

and they demand sustainable solutions,” 

Simon J. Pestridge, chief experience officer of 

Potato Head Family told CNBC. “If you’re not 

focused on it, we don’t think you’ll be in 

business in a few years.” 

“The younger generation that have 

disposable income for the first time, if you 

don’t offer them solutions, why would they 

come?” he added. As a bonus, Pestridge 

told CNBC that these efforts have actually 

resulted in cost savings for the resort. 

Social justice to the forefront 

It’s not just about sustainability. Research finds 

that consumers, particularly younger ones, 

want brands to go even further towards 

actively demonstrating an interest in protecting 

the world and its citizens. Recent research 

from the Corporate Social Mind found that 

Americans report spending more time learning 

about social issues and how companies are 

getting involved, and many are taking time to 

educate themselves more deeply about the 

social issues that interest them. 

Sixty-six percent of respondents said that 

they visit a company’s website or use an 

online search engine to learn about the 

company’s support of a social issue on a 

somewhat frequent to very frequent basis. 

The issues listed in the study included, but 

weren’t limited to: racial equity, social justice, 

anti-discrimination; immigration/refugee 

issues, and environment and climate change. 

Good intentions won’t be enough. A 2020 survey 

from Sprout Social also found that consumer 

loyalty could shift if brands don’t honor their 

social justice commitments and promises. 

PR News reported that 42% of 1,000 

consumers say they would start buying from 

competitors if brands don’t stay true to their 

word and follow through with action, and 

55% said they “expect brands to take a 

stance that goes beyond corporate 

statements and monetary donations, such as 

new corporate initiatives, or commitments to 

specific goals.” These expectations increase 

to 65% among millennials. 

Green Queen reports that a study from 

Wunderman Thompson backs this up. A 

survey of more than 3,000 respondents 

across China, the U.K. and U.S. found that 

eight in ten consumers now expect 

businesses to help solve global climate and 

social justice issues. More than eight in ten 

want businesses to “play their part” to solve 

the challenges of climate change and social 

inequality, 88% think sustainability should be 

a standard business practice, and 82% said 

businesses should put people and the planet 

before their profits. 

Furthermore, consumers are making stronger 

connections between sustainability and other 

socioeconomic issues — 80% believe that 

climate and environmental issues are 

“inextricably linked” with poverty, inequality, and 

social justice. 


“Regenerative,” is apparently a term people 

are using to refer to brands that go beyond 

recycling or becoming carbon neutral and 

that are actively working to have a positive 

impact on the planet. Green Queen reports 

that being “regenerative” will become a major 

value that consumers are looking for from 

brands. They will also want evidence to back 

up claims. 

Companies looking to win over younger, 

affluent consumers would do well to take 

heed. With elder millennials now in their 40s, 

Generation Z is moving in, making up an 

estimated 20% of the global market and 

increasing parts of the travel and wellness 

markets. Gen Z consumers are the most 

conscious and are at the forefront of driving 

demand in sustainable industries. 

much as you cut it, so it’s very sustainable 

which is important to us. We take pride in our 

efforts to support local economies and protect 

fragile ecosystems, using earth-friendly 

products sourced from within 100 km of each 

of our locations. I see this as a way of adding 

authenticity to the spa experience while 

helping surrounding communities.” 

Given the volume of available information 

about the global state of affairs, it stands 

to reason that consumers will become 

more conscious in the coming years, and 

those with spending power will want 

these concerns addressed. 

The spas and luxury hospitality 

companies that pay attention will come 

out ahead. 

What does this mean for spa, wellness, and 

hospitality? 

We are all probably somewhat informed on 

how to be more sustainable in our 

businesses with low impact products in 

sustainable packaging, eco-friendly cleaner, 

energy efficient spaces, and finding more 

ways to reduce waste 

Beyond that, forward thinking spas are 

marrying sustainability with social issues. In a 

Spotlight interview with Spa Executive, 

Arabelle del Pilar Rosario, Spa & Wellness 

Director for Meliá Hotels International in 

Dominican Republic, said one of the 

company’s spa concepts is “a focus on local 

roots using ingredients like coffee, salt, and 

chocolate from the Dominican Republic.” She 

went on to say, “We use Moringa, which is a 

superfood and powerful plant that grows 

everywhere in the country. It will grow as 


Featured property: 


Bali’s Desa Potato Head is a sustainable village 

and resort designed to inspire creativity, 

balance and progress. 

Desa Potato Head is a creative village in Bali, 

Indonesia where music, art, design, food, and 

wellness play together by the ocean. The 

property, set on the sand and surf of 

Petitenget Beach, Seminyak, is made-up of 

Potato Head Beach Club and Potato Head 

Studios – a 168-room hotel designed by David 

Gianotten and the OMA team. The property 

features a farm-to-table restaurant and 

several bars. 

“Good times, do good” 

Sustainability, wellness, and community 

connection are among the key pillars at 

Potato Head. Music, art and cultural 

programs promote and support 

Indonesia’s creative scene, and the resort 

offers educational workshops on 

sustainability and houses a Sustainism 

Lab that gives new life to waste. Potato 

Head also helps the local community 

access nourishing, naturally produced 

food through Sweet Potato Project, a 

farming initiative. 

More than a place to visit or stay, the Desa 

(village) is intended to inspire creativity, 

balance and progress. 

“We believe every one of our steps should lead 

to something positive, so our ethos is simple: 

good times, do good,” says a statement. 

10 | Spa Executive Featured Property

At Potato Head, sustainability is serious 

business. The hotel is constructed from 

recycled materials, including plastic bottles 

for the woven ceilings. A natural ventilation 

system is based on draft and, at one point, 

the whole building was turned three degrees 

to reduce the energy load. Green roofs 

reduce the temperature of the building by 

retaining water. 

Everything we throw away comes back to us 

As little as possible goes to waste. Candles 

are made from used cooking oil and glass 

candle holders from used wine bottles, 

furniture is made from recycled plastic. Upon 

arrival, guests are offered a zero-waste kit, to 

reduce the use of single-use plastics and to 

start the conversation about design and 

waste as a vehicle for change. Plastic water 

bottles are confiscated at check in. An 

in-house team sorts and separates waste 

and supplies vendors with plastic reusable 

tubs to collect goods and avoid single-use 

plastics. The hotel is carbon neutral and just 

three percent of the waste it generates ends 

up in landfills. 

On the resort grounds is an art installation 

created from more than 5,000 flip flops 

salvaged from Bali beaches. The piece was 

created in collaboration with collaborated 

with award-winning German art activist 

Liina Klauss to demonstrate the reality of 

marine pollution and transmit the message 

that “Everything we throw away comes 

An art installation created from more than 5,000 flip flops salvaged from Bali beaches. 

back to us—via the air we breathe, the 

water we drink, and the soil we grow.” 

11 | Spa Executive Featured Property

Supporting local culture and economies 

Sanctuary & Sistrum 

Beyond that, Desa Potato Head supports 

local economies, producers, and artists. 

Almost every part of the hotel is handmade 

by local artisans, and food and beverage is 

locally sourced from small farms and a 

sustainable seafood supplier. 

Desa Potato Head also recently launched new 

wellness offerings. Sanctuary is “an immersive 

wellness experience connecting the 

community with their flow state by increasing 

relaxation and concentration while awakening 

a higher level of consciousness.” 

The Spa at Desa Potato Head 

The Spa at Desa Potato Head is a place 

where modern design meets traditional 

healing practices. Guests are invited to relax 

in cocoon-like rooms and enjoy a heightened 

sensory experience. All spa products are 

created in Bali by Sensatia Botanicals using 

methods that honor the life force of each 

active ingredient. Wellness offerings include 

group meditations and yoga. 

Stand out spa menu items include the 

Traditional Mandi Lulur, an ancient 

beauty ritual originating in the royal palaces 

of Central Java – “A purifying bath for 

princesses, the scrub would soften, 

sweeten and lighten” the skin. This 

treatment uses a delicate mix of rice 

In partnership with the founders of Pyramids 

of Chi in Ubud and located in Potato Head 

Studios, Sanctuary offers alternative forms of 

meditation including vibroacoustic light 

therapy, sound healing, breathwork, and ice 

bath therapy. 

Sistrum is an immersive Light, Sound, and 

Vibration experience “for awakening 

human potential 

. 

“The technology augments the sound healing 

experience by delivering sound as physical 

vibration Inside the body through custom made 

waterbeds with built-in vibrational speakers 

and synchronized light frequency stimulation 

to stimulate brainwave states and closed-eye 

visionary experiences.” 

powder, white turmeric, ginger, cumin and 

crushed dried jasmine flowers, and includes 

an Indonesian massage. 

Another is the Skin-Renewing Saltscrub, a 

salt scrub designed to help shed old skin 

cells to reveal new, no return healthier skin. 

The salt scrub is infused with essential oils of 

nutmeg, bergamot, and lime to nourish as it 

exfoliates. 

12 | Spa Executive 

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People would 

take a pay cut to 

work for an 

environmentally 

responsible 

company 

Focus on sustainability to attract talent to 

your spa. Millennials and Gen Z in 

particular want to work for 

environmentally responsible companies. 

If you want to attract talent, particularly 

millennial talent, focus on sustainability. 

People want to work for companies that 

care about the planet and some will even 

take a pay cut to do so. 

In a 2021 global survey by IBM Institute for 

Business Value (IBV), 71% of employees and 

job seekers said that environmentally 

sustainable companies are “more attractive 

employers.” More than two thirds of 

respondents also said they are more likely 

to apply for and accept jobs with 

environmentally and socially responsible 

organizations, and nearly half would accept 

a lower salary to work for these companies 

(via the CSR Journal). 

Think carefully about how to attract top talent 

this year and beyond 

We already know that people are quitting 

their jobs, that this trend is expected to 

continue throughout 2022, and that spa 

and hospitality are among the hardest hit 

sectors by staff shortages. There is good 

reason for employers to think carefully 

about what they need to do to attract top 

talent this year and beyond. 

Sustainability is not a trend but a powerful 

movement setting industry standards that 

is largely driven by millennials and Gen Z. 

Companies that fail to up their efforts risk 

losing top talent to greener competitors. 

Workers would take a pay cut for a green 

employer 

These findings echo similar ones from 

previous research. A 2019 survey of 1,000 

employees at large U.S. companies found 

that a majority of millennials would prefer 

to work for an environmentally responsible 

company. More than 10% of respondents 

said they’d be willing to take a 

$5,000-$10,000 pay cut. 

Fast Company reported that more than 

70% of respondents said they were more 

likely to choose to work for a company with 

a strong environmental agenda, and that 

millennials were most likely to have already 

done so. Nearly 40% said they had chosen 

a job in the past because the company was 

more eco-conscious than a competitor. By 

contrast, less than a quarter of Gen X 

respondents and only 17% of baby 

boomers said the same. 

Separate research conducted in 2016 

reportedly found that three quarters of 

millennials consider a company’s social and 


environmental commitments when deciding 

where they want to work, and that nearly two 

thirds wouldn’t take a job if a potential 

employer didn’t have strong corporate social 

responsibility (CSR) practices. 

More findings regarding millennials and the 

workforce include: 

75% 

would take a pay cut to work for a 

responsible company (vs. 55% U.S. 

average). 

88% 

say their job is more fulfilling when they 

are provided with opportunities to make a 

positive impact on social and 

environmental issues (vs. 74% U.S. 

average). 

76% 

consider a company’s social and 

environmental commitments when 

deciding where to work (vs. 58% U.S. 

average). (via sustainablebrands.com) 

Millennials will make up three quarters of the 

workforce by 2025 and Gen Z will comprise 

30% of the workforce by 2030. 


1 Hotels’ Alena Stavnjak 

on the importance of sustainability 

in hospitality 

1 Hotels’ Director of Spa & Retail, Alena 

Stavnjak, on 1 Hotels’ commitment to 

sustainability and why this matters for the 

industry and the world. 

As a luxury lifestyle hotel brand inspired by 

nature, 1 Hotels cultivates the best of 

sustainable design and architecture, 

together with extraordinary comfort and 

an outstanding level of service. 1 Hotels, 

which launched in 2015 with the opening 

of exclusive properties in Miami’s South 

beach and Manhattan’s Central Park, 

followed by Brooklyn, West Hollywood, 

Sanya (China), and most recently Toronto, 

is inspired by a simple idea: those that 

travel the world should also care about it, 

it is, after all, 1 world. 

1 Hotels sanctuaries offer sustainable 

retreats, exquisite escapes, and profound 

wellness experiences in environments where 

architecture echoes natural surroundings 

and biophilic design details soften the lines 

between interior and exterior. 

1 Hotels’ sustainability keystones are the 

foundation on which the company bases all 

of its design, construction and operational 

decisions. These include: environmental 

impact; advocacy, education & engagement; 

human health & wellbeing; resiliency & 

ongoing performance improvement; and 

food & beverage responsibility. 

The Director of Spa and Retail for this 

trailblazing brand is Alena Stavnjak, an 

industry professional with nearly two 

decades of experience and several awards, 

including the World’s Spa Awards best 

Florida Hotel Spa in 2019 and 2020. 

We spoke with Alena Stavnjak about 1 Hotels’ 

commitment to sustainability and why this 

matters for the industry and the world. 

Please tell us about your role at 1 Hotels and 

what you do. 

I am the Director of Spa and Retail for 1 

Hotels. I manage 1 Hotel South Beach and 

am in charge of execution of new spa 

developments for 1 Hotels and Baccarat. 

16 | Spa Executive Spotlight

This year we are opening four new spas: 1 

Hotel San Francisco, 1 Hotel Nashville, 1 Hotel 

Hanalei Bay, and 1 Hotel West Hollywood. I also 

serve as a Sustainability & Wellness Council 

member of The Greater Miami and the 

Beaches Hotel Association. We help spread the 

awareness and adoption of sustainable & 

wellness practices by providing guidance, 

expertise and resources to association 

members. I am also a co-founder of the 

Southeast & Northeast Spa Wellness 

Association, the largest North American 

regional spa association. 

Can you talk a bit about your career trajectory and 

how you came to be where you are today? 

I have a hotel management degree. I ended up in 

the spa as my first job with the Ritz Carlton, 

thinking that I would transition to a different 

department six months later, but then I fell in love 

with the spa. That was in 2003. I was with Ritz 

Carlton for about 10 years at various locations. 

Then I was with the Viceroy for about four years, 

and I’ve been with 1 Hotels for six years. 

When I joined 1 Hotels, I’ll be honest, 

sustainability was not a big part of my life. I 

told the interviewer that, once I started to 

work here, I was sure to adopt a lot of those 

practices. And I have. Working for 1 Hotels 

has changed me. Sustainability is now very 

important to me. It’s the key to a better and 

healthier future. It improves the quality of our 

lives, protects our ecosystems, and preserves 

natural environments for future generations. I 

have a seven-year-old son who is already well 

educated on sustainability. 

Can you talk about 1 Hotels commitment 

to sustainability? 

Our vision is to create the most sustainable, 

beautiful, and inspiring hotel experience. 

17| Spa Executive Spotlight

We are inspired by nature. The 1 Hotels 

brand is built on a foundation of keystones 

upon which we base all design, construction, 

and operational decisions. The interiors 

make use of reclaimed woods, bricks, marble, 

stone, and locally sourced glass, along with 

native natal mahogany trees. Comforts in 

each room include a yoga mat, living green 

elements, 100% organic cotton Keetsa 

mattresses and floor-to-ceiling windows 

which provide fresh air, stunning views, and 

welcome natural light into each guest room. 

We try to give a second life to everything that 

we use in our hotels and to be a platform for 

change. If the guest that stays with us takes 

one thing home with them that they have 

seen or experienced that they can apply to 

their daily life – maybe it’s just using less 

plastic – then we have succeeded. 

What has changed and what developments 

have there been around sustainability in the 

past couple of years? 

Sustainability is the new norm. I have also 

seen a big sustainability trend in Mexico 

and the Caribbean. Resorts are focused on 

preserving our natural resources and 

with some of my spa director friends, some 

are having a challenge with recruiting service 

providers, while others have a challenge 

finding operational staff. 

With the staff crunch, we must be mindful 

of not burning out current staff members. 

We have to nurture and provide extra TLC. 

My hotel is doing a great job in ensuring that 

we do monthly employee appreciation 

celebrations and monthly General Manager 

roundtables where staff can express their 

concerns and feedback. In the spa we held a 

guided yoga meditation on 2.2.2022 when 

on this special date everyone was setting 

their intentions for 2022. We, as leaders, 

must continue to show our gratitude and 

recognition to our team members. 

What’s your favorite part of your job? 

It will sound like a cliché but I truly love 

working with people. Ensuring that my staff 

is happy and taken care of, and has all the 

tools and supplies to perform their job to 

the best of their ability is my number one 

priority. Once they are happy, that trickles 

down to our guests and an overall 

successful and profitable spa operation. 

helping with overall wellbeing. Their spas 

are state-of-the-art with various amenities 

and water features, and resorts are 

surrounded with a lot of greenery and 

environments are created from the natural 

habitat. 

What is the biggest challenge the 

spa/hospitality industry is facing? 

Talent management and recruitment. Hotels 

and spas are busy with high occupancies and 

demanding guests, but there has been a 

staff shortage, nationwide. This has been an 

ongoing trend in the industry. In speaking 

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Noel Asmar 

Group to fund 

growth of 1,000 

trees per month 

in Ethiopia 

Noel Asmar Group partners with WeForest 

for sustainability initiative for conserving 

and restoring the ecological integrity of 

forests and landscapes. 

The Noel Asmar Group is once again 

demonstrating their commitment to 

sustainability in the textile and wellness 

space, this time by partnering with WeForest. 

WeForest is an organization supporting 

projects around the world focusing on 

tropical regions highly affected by climate 

change. Since its inception, WeForest has 

dedicated itself to “conserving and restoring 

the ecological integrity of forests and 

landscapes.” 

The Noel Asmar group comprises three 

brands – Asmar Equestrian, Pedicure Bowls, 

and Noel Asmar Uniforms – and has a long 

history of weaving sustainable initiatives into 

business practices. 

“We design and create with purpose, intent, 

and sustainability in the pursuit of wellness 

in every aspect of life” said CEO Noel Asmar 

in a statement. “Taking care of our Earth, and 

the people who call it home, is at the core of 

everything we do. It’s our passion.” 

Through the partnership, The Noel Asmar 

Group has committed to funding the growth 

of 1,000 trees per month as part of a 

reforestation project in Ethiopia’s Desa’a 

Forest Reserve. Much of the forest has 

disappeared or is severely degraded, 

according to a media release, and 

intervention is crucial to ensure species are 

protected, soil erosion is minimized, and 

local communities retain their livelihood. 

“It’s not just about growing trees” says Asmar, 

“It’s tangible changes with a big impact. It’s 

purposeful and lifts up communities with an 

emphasis on women, youth, and the farmers 

so many depend on.” 

Noel Asmar Group is well known for an 

emphasis on sustainability. The group 

launched their first sustainable uniform 

collections in 2018 and have committed to 

sourcing sustainable fabrics and yarns 

wherever possible. They also create 

garments from recycled water bottles that 

are pelleted and spun into fabric used in 

both the equestrian and uniform brands. To 

date, the group has diverted over 578,000 

water bottles from landfills. 

“We work with world-renowned brands like 

Sandals, Four Seasons, Ritz Carlton, 

LaPrairie, and they value sustainability. Our 

customers and clients are making choices 

that reflect that and we’re continuing to find 

new ways to deliver.” 

Many Asmar garments are also certified free 

of harmful substances while the cashmere 

used by Asmar Equestrian is sustainably 

sourced from traceable regions of Mongolia, 

and monitored by government to preserve 

the landscape. 

“We don’t believe in ‘good enough’. We’re 

always looking for ways to do better, better 

serve our customers and clients, and take 

better care of the planet, and each other. It’s 

what we do.” 


Partner profile: 

Q&A with 

Tomoka Nguyen 

of So.Wa 

Consultancy 

Tomoka Nguyen, the founder of So.Wa 

Consultancy, has over 25 years of experience 

in the spa & wellness industry. After 

managing and opening some of the most 

prestigious wellness establishments in Asia, 

Tomoka was approached to consult for the 

opening projects at some hotels. Seeing the 

demand for a boutique approach to a spa 

and wellness consulting practice, Tomoka 

formed So.Wa. 

beyond the spa & wellness department, to 

achieve the highest levels of guest 

satisfaction with the deepest level of 

knowledge and experience. 

What services do you offer? 

So.Wa Consultancy does not believe in a 

cookie-cutter approach. Each offering is 

uniquely crafted to meet each client’s needs. 

Offerings cover: 

Who and how can you help? 

Spa operators / owners 

Hotel operators whose focus is on wellness 

Any organization who considers wellness to 

be the pillar of their brand 

The people I have worked with include The 

Legian Seminyak and The Legian Sire in 

Indonesia. 

Tell us what your company does. 

We help hospitality leaders create wellness 

experiences that are memorable and 

meaningful for their clients and their teams. 

‘So Wa’ comes from the Japanese: ‘so’ 

meaning to create and ‘wa’ meaning 

harmony or peace. In today’s changing 

wellness industry a business needs deep 

roots and a sustainable, long-term approach. 

We find harmony in everything we do: after 

all we are in the business of people, 

traditions and wellbeing. 

Our boutique approach enables us to work 

as a part of team with our clients. We 

investin developing people, within and 

Concept Development: facility design, 

service and offerings, product concept, 

wellness programme, financials. 

Private Labels: product concept, 

formulation, signature treatment, package 

design, cosmetic registration. 

Pre-opening: project management, sales & 

marketing and PR strategies, staff 

recruitment, employee immersion. 

Operational Support: assessment of 

operational efficiency, training, operational 

auditing, events and programmes. 

For more Services, please refer to: 

https://sowaconsultancy.com/services/ 

What makes you unique? 

Deep cultural roots and in-depth 

understanding of Asian therapies and 

wellness traditions allow me to curate some 

of the most sought-after spa and wellness 

concepts, signature spa journeys, and 

exquisite spa product lines. 

I am originally from Japan, a certified 

aromatherapist and natural skincare 

product formulator. Together with our 

partner, a renowned manufacturer in Japan 

with over 50 years of experience, So.Wa 

curates highly effective and unique spa 

products for our clients. 

21 | Spa Executive Features

Spa Executive 

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CONTACT SAL CAPIZZI FOR MORE INFORMATION 

SCAPIZZI@SPAEXECUTIVE.COM 

scapizzi@book4time.com | www.spaexecutive.com

Spa Executive Magazine April 2022

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