Spa Executive January/February 2023

ISSUE #43 JANUARY/FEBRUARY 2023
SPA EXECUTIVE
FOR LEADERS IN THE BUSINESS OF WELLNESS
Spotlight:
Hyatt’s Simon Marxer on changing consumer
expectations, technology & guest experience
News:
The top 20 bucket list travel experiences
Management:
Why hospitality workers aren’t returning
to the industry

PUBLISHER
Roger Sholanki
EDITOR, CREATIVE DIRECTOR
Elizabeth Bromstein
Note from the Publisher
Dear readers,
DESIGNER
Design Pickle
CONTRIBUTING EDITOR,
PRODUCTION MANAGER
Sal Capizzi
First, we must congratulate all the Forbes Travel Guide award winners that were announced
this month. This year’s hotel ratings expanded into several new destinations, and the list
features 48 new Five-Star, 64 new Four-Star, and 45 new Recommended hotels; 26 new Four
and Five-Star restaurants; and 21 new Five-Star and 19 Four-Star spas. We’re excited for all of
the winners (and proud that Book4Time software is used by more 5-Star rated spas than any
other vendor).
We know that offering the best possible guest service takes work, dedication, creativity, and
strong leadership. So, we salute you and your hard work! To see the full list of new 4 and 5
star spas read: Forbes announces 2023 award winners. The new 4 & 5 Star spas.
This issue we feature as our spotlight interview, someone with a great understanding of what it
means to offer exquisite service in spa and wellness, Simon Marxer, who is Vice President Spa &
Wellbeing at Hyatt and Miraval Resorts. Mr. Marxer provides some valuable insights on changing
consumer expectations and how every contribution from each member of a team comes
together to create the macro customer experience. Read what he had to say in this article:
Hyatt’s Simon Marxer on changing consumer expectations, technology & guest experience.
Mr. Marxer also answers some questions about the value of spa membership programs, a
topic we explore further in a piece about how spa membership programs increase revenue.
The Resort at Squaw Creek, a Hyatt property and also our featured property, has also
recently launched a membership program.
Spa Executive
Spa Executive is Book4Time’s
magazine for leaders in the
business of wellness. News,
views, and interviews for those
who want to attract top talent,
increase customer retention,
and offer the best possible
guest experience.
These programs have historically been the territory of gyms and fitness centers. But lately
the model has been catching on in spas as well as leaders are gaining a better understanding
of their benefits. I believe that can probably benefit you too and help increase your revenue.
Helping you grow your business and improve operations is our goal.
I hope you enjoy reading this month’s articles in Spa Executive and they provide valuable
information to help you achieve success.
Roger Sholanki,
CEO,
Book4Time

Contents
January/February Volume 43
4
WELLNESS RESEARCH:
Onsen bathing is really good
for you
6
MANAGEMENT:
Why hospitality workers aren’t
returning to the industry
8
NEWS:
The top 20 bucket list
travel experiences
10
FEATURED PROPERTY:
The Resort at Squaw Creek
13
BUSINESS:
How spa membership programs
increase revenue
15
SPOTLIGHT:
Hyatt’s Simon Marxer on
changing consumer expectations,
technology & guest experience
17
NEWS:
Forbes announces 2023 award
winners. The new 4 & 5 Star spas
19
BUSINESS:
Tired of flaky customers? Strategies
to reduce cancellations & recapturing
spa revenue

Wellness research:
Onsen bathing is really
good for you (study)
A study has found that onsen bathing in the
evening hours is linked to lower prevalence of
hypertension in older adults
A new study has found that onsen bathing
in the evening hours is linked to lower
prevalence of hypertension in Japanese
adults over 65.
In 1931, Kyushu University founded the
Onsen Therapy Research Institute in
the historical city of Beppu to study the
therapeutic benefits of onsen, which
are Japan’s natural hot springs and the
bathing facilities and traditional inns
around them. The use of hot springs can
be traced as far back as ancient Egypt,
more than 5,000 years ago, onsen are
referenced in Japan’s oldest books and
creation myths. Beppu is one of the
country’s most famous hot spring resorts,
producing more hot spring water than
any other in the country.
Over the last 90 years, the Onsen Therapy
Research Institute has expanded to
cover a wider range of medical fields
including internal and external medicine,
rehabilitation, gynecology, and cardiology,
but still conducts research on the health
benefits of onsen.
Researchers at the institute and Kyushu
University’s Beppu Hospital published a
paper in Scientific Reports using data from a
2011 survey of more than 11,000 people.
“In 2011, the institute partnered with the city
and conducted a massive survey of Beppu
residents over 65 about their health and
onsen habits,” said Satoshi Yamasaki, first
author of the study, according to a research
brief. “This is something we can uniquely
do here in Beppu because onsen are a
part of everybody’s daily lives, especially for
the elderly. There are local onsen facilities
everywhere, and you can even connect
onsen to your home utilities.”
The survey collected information from
Beppu residents regarding their medical
history and onsen habits.
“I wanted to find out if long-term onsen
bathing had any preventative effects on
hypertension. Past research has shown
that traditional thermal therapy and hot
spring bathing are effective against various
diseases including hypertension,” said
Yamasaki. “In Japan especially, it is the
leading cause of hospital visits and
long-term prescription medication use.”
4
| Spa Executive

The team pulled out 4,001 individuals who
currently have hypertension or have a history
of hypertension. Their first analysis found that
hypertension was correlated with increased
likelihood of history of other pathologies.
“These were the usual suspects of
pathologies correlated with hypertension
such as gout, arrhythmia, renal disease, and
diabetes,” Yamasaki said. “But it was when
we looked at an individual’s onsen habits
that we found something interesting. We
found that individuals who bathed in onsen
after 19:00 were roughly 15% less likely to
have hypertension.”
The team hypothesizes that the two main
reasons for these findings are lower stress
and faster sleep onset. Previous research
has found that faster onset of sleep is
associated with better sleep quality and
improved hypertension control. Moreover,
thermal therapies like sauna bathing have
been shown to alter levels of stress markers
in the blood and lead to better mitigation of
hypertension.
Yamasaki notes that their study has
limitations. “We also could not account for
the respondent’s daily lifestyle that could
affect hypertension, or if they are being
treated for hypertension medically or with
onsen. Nonetheless, we found that habitual
nighttime onsen bathing was associated
with a lower prevalence of hypertension.
To understand these results further, we will
need more data from patients.”
On the subject of saunas, a study released
in 2016 found that taking a sauna at
least twice a week was correlated with
significantly reduced risk of asthma, other
chest ailments, infections, dementiarelated
illnesses, sudden cardiac death, and
cardiovascular and all-cause mortality.
5
| Spa Executive

Management
Why hospitality
workers aren’t
returning to
the industry
Many hospitality workers who were furloughed
or laid off during the pandemic are unlikely to
return to the industry.
Hospitality leaders are struggling to find
employees and it’s probably going to
get worse before it gets better unless
something changes.
Findings from a recent study by researchers
at the University of Houston Conrad N.
Hilton College of Global Hospitality suggest
that one of the major factors keeping
skilled and experienced workers away from
hospitality is that they’re angry. The study
found that anger over pandemic layoffs is
keeping workers from returning to their
jobs. Many who were furloughed or laid off
during the COVID-19 pandemic are “angry
and unlikely to return to the industry.”
As we all know, during the first few months
of the pandemic in 2020, travel and dining
out ground to a screeching halt and
hospitality revenue in lodging and food
and beverage plummeted, leading to mass
layoffs. Nearly eight million hospitality
workers lost jobs in the US alone, making
the sector the hardest hit by workforce
reduction in the country.
Three years later, hospitality wants them
back but they aren’t interested in returning.
The US jobs market has reportedly
surpassed pre-pandemic levels but
hospitality is lagging. In July, more than 1.3
million jobs remained unfilled.
“I don’t think any industry was prepared,
but the hospitality industry really wasn’t
prepared,” said study author Juan Madera,
professor at Hilton College, according to
a research brief. “Their solution to cutting
costs and saving the business was to let
people go and then try to rehire them when
it was over.”
To figure out why people don’t want to come
back, Madera and his fellow researchers
conducted a study published in the Journal
of Hospitality and Tourism Management. They
collected data from more than 300 online surveys
and over 100 responses to a scenario-based
experimental study. Participants included current,
former, and aspiring hospitality professionals, as
well as hospitality students. The study focused on
the emotions of fear and anger.
“Your job, your livelihood is taken away, so
a natural response is fear for your future,”
Madera said. “But we found anger was
a bigger driver in explaining why these
workers aren’t coming back. They were
angry over how the industry responded to
the pandemic.”
Study co-author Iuliana Popa said, “I
think by and large, people who were laid
off or furloughed during the pandemic
probably moved on to different industries
altogether. Something more stable and
less dependent on those in-person
interactions where their skills were
transferable, like business or real estate.”
She went on to say, “Workers in the
hospitality industry already had it hard,
whether it’s low wages or having to work
weekends, overnights and holidays. It’s a
very demanding job, so to go through all
of that and then be laid off was kind of
the last straw.”
This research basically confirms what we
already knew: that something needs to change
in the sector or the crisis, which was already
6
| Spa Executive

starting before the pandemic, will worsen.
A 2021 survey of more than 30,000
job seekers found that 60% of job
seekers would not consider working in a
restaurant, bar, hotel or other hospitality
job. Of those, 70% said nothing would
convince them to work in hospitality.
And, most concerning, 38% of former
hospitality workers said they were
not even considering a hospitality job,
and only 26% said higher pay would
incentivize them to change their minds.
And a 2020 survey found that travel and
hospitality employees were the least likely
out of all industries to feel valued at work.
This included not only those who were
furloughed or laid off, but also those who
continued to work full time. Less than half
(42%) of travel and hospitality employees
who were still working full time said they
felt valued by their company. And travel
and hospitality employees who were still
working full time were more likely than
people in any other industry to say their
employee experience got worse during
the pandemic rather than better.
Madera and Popa’s research team
came up with some pretty obvious
recommendations for improving the
situation going forward, including offering
higher compensation and better benefits
and doing a better job of protecting
workers’ health. Popa also said the most
important priority should be rebuilding
trust with their employees. “It’s important
that organizations understand this
anger among workers and build better
communication with them,” she said.
“If there’s another crisis in the industry,
they’ll want to know there’s a plan in place
and that they’ll be protected, financially,
emotionally and physically.”
7
| Spa Executive

The top 20 bucket list travel experiences
The top bucket list travel experiences include
The Northern Lights, an American road trip,
and a safari in Africa.
The Northern Lights is the most wanted travel
experience, for British travelers anyway.
This is according to a new survey conducted
by Bucket List Travels, a new “specialist
travel inspiration website dedicated to the
discovery of the world’s greatest bucket list
travel” (via Forbes). The study of more than
2,000 Brits also found that their biggest
regret at the end of their lives will be not
having explored enough of the world.
The Northern Lights were followed by an
American road trip and a safari in Africa.
Exploring the Great Barrier Reef and
cruising Norway’s Fjords round out the
top five.
Over 50% of respondents said they’d
like to see at least five more different
countries in their lifetime, with more than
a third saying they chase bucket list travel
opportunities whenever they get a chance.
Singles and younger people were more
likely to be doing this, not surprisingly.
“A third of those in the Bucket List Travels
survey said that travel refreshes their mental
perspective on their lives, focusing back
on the positives and less on the negatives.
Medical studies indicate that there are many
holistic, physical and mental benefits of
travel that are significantly enhanced when
going somewhere new. We feel a sense of
achievement having been somewhere new.
People also say travel helps them build
closer relationships with their family and
friends, appreciate what they have, gain an
increased sense of mindfulness and even
enjoy better sleep.”
Matt Roach, Founder of Bucket List Travels,
says: “the world’s greatest light show, it’s
no wonder the Northern Lights came out
on top. A remarkable, ethereal light display
that’s one of nature’s greatest spectacles.”
Also among the top ten most desired
experiences are seeing Niagara Falls, the
Eiffel Tower, the Pyramids of Giza, and the
Great Wall of China.
The full list of top 20 bucket list travel
experiences according to the survey is
as follows:
Northern Lights
American Road Trip
Safari in Africa
Great Barrier Reef
Cruise Norway’s Fjords
Niagara Falls
Eiffel Tower & Louvre
Pyramids of Giza/Cruise Nile
Great Wall of China
Whale watching
Machu Picchu
Alaskan Cruise
Grand Canyon
Swim with dolphins
Ride the Bullet Train
Statue of Liberty/Empire
State Building
Taj Mahal
Galapagos islands
Petra (Jordan’s Lost City)
The Amazon Rainforest
8
| Spa Executive

ARE YOU PASSIONATE ABOUT THE
SPA & WELLNESS INDUSTRY & DO
YOU LOVE TECHNOLOGY?
COME WORK FOR US.
Book4Time is the global leader in spa, wellness, and leisure activity management
software for the hospitality market, operating in more than 85 countries.
Book4Time is experiencing rapid growth and hiring experienced professionals in a
number of key roles. We offer:
• 100% employer-paid premium benefits
• Wellness/fitness membership program
• Company match group RRSP program
• 18 days of paid time off plus corporate holidays
• Remote-First work environment (Office location: Markham, ON)
• Free underground parking
• Budgeted professional development
• Wellness Stipend
• Discounts at our customer locations
Browse open positions here
We look forward
to working with you!

Featured property:
The Resort at Squaw Creek
The Spa at The Resort at Squaw Creek radiates
with the natural beauty of the outdoors. Guests
are invited to choose their relaxation adventure.
The Resort at Squaw Creek is a full-service,
luxury California resort in an idyllic mountain
setting, sitting at the base of Squaw Valley,
just minutes from North Lake Tahoe.
The hotel boasts ski-in/ski-out access to the
mountain and 405 luxurious resort rooms
and suites that welcome guests with a
modern mountain ambiance. More winter
activities include cross country skiing and
skating. The rest of the year, guests can enjoy
a championship golf course, fly fishing center,
heated swimming pools, water slide, and
scenic hiking and biking trails.
treatments, and facials at the luxurious
spa facility.
Spa Director, Melissa Ratkovits, says the Spa
has a focus on curated wellness for guests.
“Every time we welcome a guest at the Spa
at Squaw Creek, we ask them about their
wellness focus for that particular day,” she
tells Spa Executive. “A wellness journey can
be complex with many different intentions
– and we like to focus on the here and now,
and what makes sense for that particular
moment. For example, how do you feel
today? What do you need for balance right
now? I love that it creates a sense of present
awareness, and adds another layer to their
wellness and spa experience.”
new treatment menu inspired by the alpine
location, according to the Sierra Sun. Added
services include bodywork and massage
therapy options, including the “Mountainside
Expedition” – a rejuvenating massage
paired with a hot oil scalp treatment and
invigorating warm stone foot healing ritual
– and a 30-minute “Happy Hour Massage,”
designed to ease tension in the back, neck,
and shoulders.
New body treatments include the “Melt
Your Stress Away” – a shea body butter
polish followed by the application of a
light chocolate souffle mask – and the
“After Sun Coconut & Honey Revitalizer,”
designed to soothe sunburned skin after a
day on the mountain.
Spa at Squaw Creek
Spa at Squaw Creek radiates with the
natural beauty of the outdoors. Guests
are invited to choose their relaxation
adventure from a list of massages, body
Asked about her favorite treatments,
Ratkovits says these are “Ayurveda, CBD
therapies, HydroFacial, and cupping.”
The Spa at Squaw Creek recently debuted a
Creekside Wellness Membership Program
The Resort at Squaw Creek also recently
debuted a Creekside Wellness Membership for
local guests, which provides access to exclusive
spa experiences, resort amenities, and more.
10 | Spa Executive

Members receive their choice of one
complimentary 60-minute spa treatment
per month and a 25% discount on
additional treatments, along with a
complimentary add-on enhancement for
their experience, which include options
ranging from the application of CBD oil to
a hydrating hand treatment. Participants
also have access to exclusive membersonly
treatment specials, a 20% discount
on any retail products at the spa, as
well as 25% off waxing and brow or lash
tinting services.
The Creekside Wellness Membership
provides unlimited access to the resort’s
heated outdoor pools and whirlpools,
the state-of-the-art fitness center and
locker rooms, and the spa’s “Sanctuary”
relaxation room. Members also have
access to a variety of discounts at the
resort including special rates on hotel
rooms, on-site restaurants, golf and
recreational activities.
11 | Spa Executive

BOOK ONLINE,
PAY ONLINE,
SKIP THE LINE
Enjoy the contact-less experience.

How spa membership programs
increase revenue
Leaders are gaining a better understanding of the
benefits of spa membership programs, which serve
to diversify revenue streams, generate predictable
income, improve customer acquisition and
retention, and promote brand loyalty.
Membership programs have historically been
considered the territory of gyms and fitness
centers. But lately the model has been catching
on in spas as well. Leaders are gaining a better
understanding of the benefits of spa membership
programs, which serve to diversify revenue
streams, generate predictable income, improve
customer acquisition and retention, and promote
brand loyalty. In a spa, a membership generally
means customers pay a regular fee, usually
monthly, for a certain number of treatments and/
or services, and/or unlimited use of your facilities,
like wet areas, saunas, and salt chambers.
Here are some of the benefits of spa
membership programs and some insight on how
they increase revenue.
Diversifying revenue streams
Having only one or two revenue streams puts
your business in a precarious situation, because
if you lose one stream, you lose them all. This
is what happened during the height of the
COVID-19 pandemic. Suddenly, spas couldn’t
provide in-person treatments anymore, which is
all many of them did. Who expected that? Those
that quickly adapted by diversifying streams fared
better. Membership programs are one way to
add another revenue stream.
Generating steady, predictable income
Speaking of revenue streams, another benefit of
memberships is that they create steady ones. Fees
come in regularly whether the membership is used
or not. This regular income is a big benefit during
slow seasons and downtimes. This also allows
you to predict at least part of your revenue for the
foreseeable future and plan accordingly, which can
help with business forecasting.
(Note that it’s best not to think of memberships
as “free money,” however. You should encourage
people to use their memberships. If they spend
money and don’t get the benefits, they may wind up
creating negative associations with your spa – even
though it’s not your fault – and you don’t want that. If
you haven’t seen a member in a while, reach out and
remind them that it’s time to come in).
Improve customer acquisition & retention
Memberships for using facilities can attract
people who wouldn’t otherwise come into a spa
for a massage or body treatment. They can also
encourage people to refer new customers, for
example, if you allow them to bring a certain number
of people per month (this should be limited to once
a month or even every few months, or you may
have a bit of a free for all and the idea can backfire,
because why join when you can just go with your
friend for free whenever you want?). They will also
increase retention, because many people may come
in for one massage or body treatment and never
return. Memberships drive these people to return
again and again.
13 | Spa Executive

Promote brand loyalty
People may come into your spa for a
massage or body treatment and, even if it’s
a great experience, go elsewhere next time.
Membership programs encourage them to
stick with you rather than trying out another
spa. Membership programs allow you to
create strong, lasting relationships with your
customers. Get to know them and utilize
your spa software’s CRM functionalities,
like a note taking function, to create hyper
personalized experiences. This makes
your guests feel appreciated and valued,
which goes a long way when it comes to
brand loyalty.
All of these benefits serve to directly or
indirectly increase revenue in your spa,
which is what we all want to do. Talk to
a Book4Time representative about how
memberships can work for you.
14 | Spa Executive

Hyatt’s Simon
Marxer on changing
consumer expectations,
technology & guest
experience
Hyatt’s Vice President Spa & Wellbeing, Simon
Marxer, talk about his career trajectory, his job,
and changing consumer expectations.
Simon Marxer was recently promoted to
Vice President Spa & Wellbeing at Hyatt and
Miraval Resorts after more than two decades
in the spa and hospitality industry and several
with the Miraval and Hyatt brands.
A respected industry leader, Mr. Marxer
supports 60 spas in the Americas for Hyatt
and three Miraval destination spas. He also
leads wellbeing operations initiatives at Hyatt
in the Americas, “So, it fills my days and is a lot
of fun,” he says.
Mr. Marxer’s career started at “the lowest of
levels,” he tells Spa Executive, with a summer
job at Canyon Ranch in the Berkshires working
as a spa rover. “This is a notch below locker
room attendant,” he explains. “You just
pick up the dirty towels.” He later became a
locker room attendant, then worked his way
up to working with guests and scheduling
appointments, and then eventually to assistant
director and spa director. He joined Miraval in
2007, leaving briefly and then returning before
Hyatt purchased the world-renowned wellness
destination brand.
Mr. Marxer says, “I think the experience of
working in many different capacities has
provided me with a full appreciation for the
contributions of all the people that create
an environment for our guests. In the field
of wellness or wellbeing, we rely heavily on
the experience. When people come and
are seeking some nurturing and renewal
the environment that provides this is made
up of the hard work of a lot of individuals
in a lot of different capacities, no one more
important than another. Having played roles
from the whole column of responsibilities has
afforded me a level of appreciation for all the
contributions that go into creating that kind of
macro experience.”
We spoke with Simon Marxer about changing
consumer expectations, technology, and
guest experience.
Do Hyatt and Miraval have an overarching
wellness philosophy and how does that relate to
the business?
I would say not that the philosophy of Miraval
would be necessarily divergent from that of
Hyatt, but Miraval has had a long and storied
approach to wellness, while I see Hyatt’s
interest in wellbeing as an extension of their
purpose of care. For Miraval there’s a variety
of intentions, but it’s really about helping
people create a life in balance and that means
different things to different people. As for
how that relates to business, it represents a
more challenging way to meet the needs of
our clients because it responds to them as
individuals, and those needs are individual.
A prescriptive approach has never been
what we have been about. I believe what has
differentiated Miraval and will differentiate
Hyatt as its wellbeing programming evolves is
that we treat people as individuals and take a
personal approach to meeting the needs of
our customers and clients because wellbeing
is personal.
15 | Spa Executive

Do you find that consumer expectations have
recently changed?
Yes. Things have changed dramatically.
One of the things the pandemic did is
create a period of forced reflection. As
a result, people have begun to prioritize
things in which they have found deeper
meaning, and self-care and wellbeing
have come to the forefront. What
Hyatt has astutely done is extend their
intention to care for people by expanding
our offerings and our focus on wellbeing.
Miraval is well positioned to provide an
experience that helps people explore
and inspires their wellbeing intention
beyond the walls of Miraval. There really
are very few places for people to learn
about ways to support their wellbeing,
experience those different dimensions of
wellbeing, and then be inspired to carry
their pursuit of wellbeing forward. In the
Miraval settings, we provide a place to
discover and explore what will support
your wellbeing and inspire a continued
pursuit of that.
The shift has amplified the intentions.
So, we’re seeing a lot of different types of
folks than we’re used to seeing — more
couples and younger people, for example.
It’s really broadened the market.
Have you found yourself relying more on
technology lately?
Absolutely. As the world has changed and
our consumers have changed, so have
their expectations for technology and
convenience. One of the greatest changes
is the volume of online booking and the
platforms that have afforded us those
opportunities becoming instrumental in
the growth of our business with efforts to
truly understand both the needs of the
consumer and the needs of the operator.
What makes an excellent guest experience?
I think that’s really individual. One of the
things that I have learned about creating
guest experiences is that a great guest
experience is often about discovery. In
a Miraval setting, when we talk about it
internally we talk about ensuring that we
not only offer what guests want, but also
what they need. Oftentimes the initial
intention of a guest is what they want,
and then they discover that they actually
need something quite different. It’s really
supporting that guest through their
journey and helping them discover what
they truly need, beyond what they may
think they want.
Some Hyatt spas are launching membership
programs. Can you talk about the benefits
of these?
One of the things that’s important about
members and cultivating their business is
they help increase occupancy during lower
demand or lower utilization hours. When
we think about how a member uses our
facility, it can be the sort of opposite of
our customers who tend to come later in
the day and are interested in treatments
in the evening. A member helps fill the
lower utilization hours during the day. They
also provide both a revenue stream and
a method of local advertising and word of
mouth promotion that is terribly important
for cultivating local business. Running a
successful spa is about having a number
of layers. Local business is important to
strengthening your year-round business
volumes. The local consumer doesn’t
just come once, they come, ideally, on a
regular basis. So, cultivating that business is
terribly important for sustaining traffic and
sustaining the people who are providing
those services and depending on us to
keep the traffic flowing.
What’s your favorite part of your job?
I’ll say two things. One is that there are
hard parts of every job, but when, at the
end of the day you know that what you’re
working for is going to result in at least
one individual out there being positively
influenced, it makes your days worthwhile.
I believe that when we positively impact a
single individual, others are impacted by
proximity, and it’s a way to help create the
world that I hope to see. That is the best
part of my job.
And then, in terms of the day-to-day, I also
love the fact that I have an opportunity to
help potentiate the success of, of others.
When the success of the individual is
aligned with the success of the enterprise,
we just have magic. When people find
their sense of purpose supported, that is
something that energizes me and inspires
me to continue to push forward and grow
as a professional myself.
Anything exciting happening at Miraval and
Hyatt that you want to talk about?
There is a Miraval Life in Balance spa that
will be opening this spring at the park
Hyatt Aviara. We’re very excited about
that. It will be a compliment to an already
exquisite property.
16 | Spa Executive

Forbes announces 2023 award winners.
The new 4 & 5 Star spas
Forbes Travel Guide has named its 2023 award
winners, which include 21 Five-Star and 19 Four-
Star spas.
Forbes Travel Guide (“FTG”) the only
independent, global rating system for luxury
hotels, restaurants and spas has today
released its 2023 Star Awards, which also
included its inaugural ocean cruise ratings.
According to the media release, the hotel
ratings expanded into new destinations,
including Athens, Bodrum, Capri, Copenhagen,
Cusco, Cyprus, Oslo, Sicily, Stockholm and
Tunis. The 65th annual list features 360 Five-
Star, 585 Four-Star and 433 Recommended
hotels; 79 Five-Star, 113 Four-Star and 67
Recommended restaurants; and 119 Five-Star
and 195 Four-Star spas worldwide.
Nine destinations received their first Five-Star
hotel awards: Athens (Four Seasons Astir
Palace Hotel Athens); Bodrum (Mandarin
Oriental, Bodrum); Capri (J.K. Place Capri);
Kuwait (Four Seasons Hotel Kuwait at Burj
Alshaya); Lake Como (Mandarin Oriental,
Lago di Como); Mallorca (Jumeirah Port
Soller Hotel & Spa); Osaka (The Ritz-Carlton,
Osaka); Riyadh (Four Seasons Hotel Riyadh at
Kingdom Centre; The Ritz-Carlton, Riyadh); and
Shenzhen (Mandarin Oriental, Shenzhen).
Macau has replaced London as the city with
the most Five-Star hotels in the world, now
with 22 top-rated properties. Macau gained
five new Five-Star hotels, more than any other
destination (Galaxy Hotel, Grand Lisboa Palace
Macau, The Karl Lagerfeld, Londoner Court,
The Londoner Hotel).
The Maldives added four new Five-Star hotels:
JOALI BEING; Patina Maldives, Fari Islands; The
Ritz-Carlton Maldives, Fari Islands; Soneva Jani.
The awards also included 26 new Four and
Five-Star restaurants.
FTG also announced its first-ever ocean cruise
ratings with five ships. The inaugural resorts
at sea Star-Rated ships are Celebrity Apex,
Celebrity Flora and Celebrity Millennium,
Celebrity Edge and Celebrity Summit.
Six destinations picked up their first Five-Star
spa accolades: Barbados (The Spa at Sandy
Lane), Ireland (The Spa at Ashford Castle),
Kuwait (Spa and Wellness Centre at Four
Seasons Hotel Kuwait Burj Alshaya), Madrid
(The Spa at Four Seasons Hotel Madrid),
Mauritius (One&Only Le Saint Géran’s
Wellness Spa) and Vancouver (Willow Stream
Spa at Fairmont Pacific Rim)
“Travel is in an incredible position for
continued growth, as people prioritize
authentic, in-person experiences,” said
Amanda Frasier, President of Ratings for
Forbes Travel Guide, in a statement. “The
hotels, ocean cruises, restaurants and spas
on our 2023 Star Rating list demonstrate
an impressive commitment to creating
memorable environments that nurture
connection, joy and sense of place as we
experience the world to its fullest.”
All in all there are now 21 new Five-Star spas.
These are:
Auriga Wellness at Capella
Bangkok, Bangkok, Thailand
Crown Spa Sydney, Sydney, Australia
Fairmont Spa Century Plaza Los
Angeles, United States (CA)
17 | Spa Executive

Iridium Spa at The St. Regis Bahia
Beach Resort, Puerto Rico, Puerto Rico
Le Spa Sisley, French Riviera, France
One&Only Le Saint Géran’s
Wellness Spa, Mauritius
The Retreat Spa at Okada Manila,
Manila, Philippines
Serrano Spa, Los Angeles, United
States (CA)
The Spa at Ashford Castle, Ireland
The Spa at Four Seasons Hotel
Madrid, Madrid, Spain
The Spa at Grand Lisboa Palace,
Macau, China
The Spa at Mandarin Oriental Jumeira
Dubai, Dubai, United Arab Emirates
The Spa at Sandy Lane, Barbados
The Spa at The Karl Lagerfeld,
Macau, China
The Spa at The St. Regis Toronto,
Toronto, Canada (ON)
The Spa at West Hollywood EDITION,
Los Angeles, United States (CA)
Spa Alkemia, Los Cabos, Mexico
Spa and Wellness Centre at
Four Seasons Hotel Kuwait Burj
Alshaya, Kuwait
Spa Palmera, Palm Beach United
States (FL)
Waldorf Astoria Spa Las Vegas, Las
Vegas, United States (NV)
Willow Stream Spa at Fairmont
Pacific Rim, Vancouver, Canada (BC)
Muluk Spa at Hotel Xcaret Arte,
Riviera Maya, Mexico
Muluk Spa at Hotel Xcaret
Mexico, Riviera Maya, Mexico
Muluk Spa at La Casa de la Playa,
Riviera Maya, Mexico
Raffles Spa, Singapore
Thermal Spring Spa, Kyoto, Japan
Sky Club, Hong Kong, China
The Spa at Four Seasons Resort
Mauritius at Anahita, Mauritius
The Spa at The Maybourne
Beverly Hills, Los Angeles, United
States (CA)
Spa La Mer at Les Airelles, The
Alps, France
Spa Montage Healdsburg, Sonoma,
United States (CA)
Talise Spa at Jumeirah Messilah
Beach Hotel & Spa, Kuwait Kuwait
Tenaya Stone Spa, Orange County
United States (CA)
Tierra Luna Spa, Phoenix United
States (AZ)
And 19 new Four-Star spas. These are:
Awana Spa, Las Vegas, United States (NV)
Esencia Wellness Spa, Los
Cabos, Mexico
Fairmont Spa Austin, Austin, United
States (TX)
Feel Urban Spa by Live Aqua, San
Miguel de Allende, Mexico
Ila Only Spa at Lotte New York
Palace, New York City, United States (NY)
LUX* ME Spa at Grand Baie, Mauritius
18 | Spa Executive

Tired of flaky customers? Strategies to reduce
cancellations & recapture spa revenue
Cancellations cost you time and money. Here
are some ways to reduce cancellations at your
spa and hospitality business.
Cancellations are a big headache in and
wellness. They cost you revenue and mess up
your schedule, and you can’t avoid them. Let’s
be honest, people are flaky. We all make plans
and break plans, but some are a lot worse than
others. Some people make appointments and
cancel at the last minute or simply don’t show
up, giving no thought to what it’s costing the
people they’re inconveniencing. It’s maddening.
Before we get into what you can do to
recapture some of that lost revenue, one thing
to consider is that, sometimes, the reason
people don’t consider the inconvenience to
the business is simply because they haven’t
been made aware of it. You might think
it should be obvious that when someone
cancels at the last minute they cost you the
price of that appointment plus the hours
you’re paying your staff to not provide that
service. But these things don’t occur to
everyone, and sometimes you might be
able to mitigate future problems simply
by talking about them. Gently and politely
communicating to a valued customer after
a no-show that they have caused you
inconvenience might be enough to stop them
from doing it again in future. This is something
to consider.
That being said, when it comes to strategies
for reducing cancellations and recapturing
revenue, the solution differs from business to
business, and even from situation to situation.
Some strategies to reduce cancellations and
recapture revenue include the following:
Have a cancellation policy
You must have a policy in place – for
example: cancellations made within 24
hours are subject to a charge equal to 50%
of the booked service. This doesn’t mean
you will always follow that policy 100% to the
letter; there are many situations in which
you might waver from it, but you should
set parameters. Having a policy allows you
to maintain your right to enforce it or to
be flexible under certain circumstances,
for instance, to show empathy and say “I
understand that your child got sick, and we
will not charge for that missed appointment.
I hope they feel better soon.”
Communicate that policy to guests &
send reminders
You can’t enforce a policy if guests are
unaware of it. Post the information on
your online booking website and make it
clearly visible. When someone books an
appointment, send a confirmation email
that also contains the information about
the policy. Follow up with reminders, which
your spa software should automate for
you. If someone is booking by phone or in
person, verbally communicate the policy and
ask for an email address so you can send a
confirmation and follow up with reminders,
which will also contain a reminder of the
cancellation policy.
Capture credit cards at time of booking
You should always capture a credit card at
time of booking. That does not mean you
are necessarily going to charge it but you
should maintain the option. Just knowing
that you have the credit card information
and a policy in place will make many people
think twice before no-showing or canceling
at the last minute. Credit card guarantees
are becoming so commonplace that it is
19 | Spa Executive

expected much of the time. Your online
booking site should make this mandatory as
part of the booking process.
Use your data to make decisions
So, you’ve captured the credit card guarantee,
but should you actually charge that fee when
they cancel at the last minute? Maybe. It
depends on the customer. Someone who
does this repeatedly may be more trouble
than they are worth and should be charged.
But you also might lose more than the cost
of that appointment if you enforce the policy
without discretion, turning off someone who
would have spent more money in future and
driving them to go elsewhere. Your software’s
customer relationship management (CRM)
feature can track the lifetime value of a
customer and tell you how much they spend
at your spa and whether they frequently no
show, so you can make an informed decision.
Analyze your data
Use your own data captured by your spa
software to track revenue lost through
cancellations. With your spa software’s Turn
Away Tracking, Business Intelligence, and
analytics dashboard, for example, you can
track high-traffic times and times with high
cancellation rates, equate those cancellations
to a dollar value, and look at trends. Then, if you
know people are more likely to cancel a Sunday
morning 10 a.m. appointment, or want to avoid
cancellations during peak times, you might
automatically take a 50% deposit for those
specific reservations.
At the end of the day you’re in the business
of guest experience and we have to balance
that with not losing revenue trying to keep
everyone happy. This means being aware of
the line where charging guests for no-shows
negatively impacts building your customer
base. These strategies, and the right spa
software, will help.
20 | Spa Executive

FOR LEADERS IN THE BUSINESS OF WELLNESS
ADVERTISE WITH US
CONTACT SAL CAPIZZI FOR MORE INFORMATION
SCAPIZZI@SPAEXECUTIVE.COM
scapizzi@book4time.com www.spaexecutive.com