Spa Executive December 2023
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ISSUE #50 DECEMBER <strong>2023</strong><br />
SPA EXECUTIVE<br />
FOR LEADERS IN THE BUSINESS OF WELLNESS<br />
GET READY FOR 2024!<br />
SPOTLIGHT<br />
GWI’s Susie Ellis talks 2024, trends<br />
& the global wellness economy<br />
FEATURE<br />
Declutter your spa menu in 2024<br />
MANAGEMENT<br />
How spa & hospitality can attract and<br />
retain talent in 2024
PUBLISHER<br />
Roger Sholanki<br />
EDITOR, CREATIVE DIRECTOR<br />
Elizabeth Bromstein<br />
DESIGNER<br />
Design Pickle<br />
CONTRIBUTING EDITOR,<br />
PRODUCTION MANAGER<br />
Sal Capizzi<br />
Note from the Publisher<br />
Dear readers,<br />
It’s been a great year for the hospitality wellness industry. After terrible pandemic<br />
setbacks, we bounced back and then kept soaring.<br />
In our spotlight interview this month, the Global Wellness Institute’s Susie Ellis said,<br />
“Wellness is one of the great economic growth stories of the last few years. Our<br />
research shows that it has exploded from $3.7 trillion in 2015, to $4.9 trillion in 2019, to<br />
$5.6 trillion in 2022 – and we forecast it will hit $8.5 trillion in 2027. It has grown 12%<br />
annually since the pandemic year of 2020, as Covid is proving a crucial turning point,<br />
with wellness and prevention becoming far more important to consumers.”<br />
To say we’re going out of <strong>2023</strong> on a high note is an understatement. And we all can’t<br />
wait to see what 2024 will bring as hotels, resorts, and spas harness this interest to<br />
expand their wellness and activity offerings.<br />
In this issue of <strong>Spa</strong> <strong>Executive</strong>, we asked industry leaders to share what they are looking<br />
forward to next year. Their responses include the expanded use of technology and<br />
touchless experiences, a growing interest in biophilic design and sustainability, and a<br />
focus on mental wellness – and more.<br />
We also cover a range of other topics, including decluttering and revamping spa menus<br />
and ways to increase revenue as we all ramp it up for 2024.<br />
<strong>Spa</strong> <strong>Executive</strong><br />
<strong>Spa</strong> <strong>Executive</strong> is Book4Time’s<br />
magazine for leaders in the<br />
business of wellness. News,<br />
views, and interviews for those<br />
who want to attract top talent,<br />
increase customer retention,<br />
and offer the best possible<br />
guest experience.<br />
And it’s with a mix of melancholy and excitement that I thank you for reading this last<br />
issue of <strong>2023</strong>. I hope the insights herein empower you with valuable knowledge to<br />
propel your business forward.<br />
Warm regards,<br />
Roger Sholanki,<br />
CEO, Book4Time
Contents<br />
<strong>December</strong> <strong>2023</strong><br />
4<br />
Volume 50<br />
TECHNOLOGY<br />
Checklist: 27 items to look for in a spa<br />
& ancillary revenue management software<br />
7<br />
9<br />
11<br />
13<br />
15<br />
18<br />
21<br />
24<br />
27<br />
MANAGEMENT<br />
Dear Sal, I need advice about a customer who<br />
smells terrible<br />
STAFFING<br />
How spa & hospitality can attract and retain<br />
talent in 2024<br />
BUSINESS<br />
Increase spa & ancillary revenue in 2024<br />
PLANNING<br />
Declutter your spa menu in 2024<br />
FEATURE<br />
<strong>Spa</strong> stars: How to cater to your customers’<br />
zodiac preferences<br />
SPOTLIGHT<br />
GWI’s Susie Ellis talks 2024, trends<br />
& the global wellness economy<br />
FEATURED PROPERTY<br />
Guerlain <strong>Spa</strong> at Raffles Boston<br />
NEWS<br />
What spa & wellness leaders are looking<br />
forward to in 2024<br />
BOOK4TIME PARTNER SPOTLIGHT<br />
Nonius Hospitality Technology
Checklist: 27 items to look for in a spa &<br />
ancillary revenue management software<br />
Choosing between the many software<br />
options out there can be an intimidating<br />
prospect. There are so many elements to<br />
consider while making your selection. Then,<br />
once you’ve made your choice, you might<br />
have to sell that decision to your superiors<br />
and stakeholders.<br />
Start with knowing what you’re looking for<br />
and, if you already have a software system<br />
in place, why you’re thinking of switching.<br />
Use this checklist of 27 elements to look for in<br />
a software to simplify the evaluation process.<br />
Robust & easy to read reporting<br />
dashboards – Reporting dashboards<br />
should offer a comprehensive array of<br />
metrics and key performance indicators<br />
(KPIs), presented in a visually intuitive<br />
manner that provides users with valuable<br />
insights at a glance. This capability<br />
empowers businesses to make quick<br />
and efficient data-driven decisions,<br />
facilitating continuous improvement and<br />
informed choices.<br />
Real time reporting – Real-time reporting<br />
allows you to make moment-to-moment<br />
decisions that impact your business.<br />
Real-time reporting provides the ability to<br />
make immediate, data-driven decisions<br />
while helping businesses respond rapidly<br />
to changing customer needs, optimize<br />
inventory management, and maximize<br />
revenue by keeping services and products<br />
available when and where they are in<br />
demand. Service and product availability in<br />
real time is a game changer.<br />
Inventory management – Inventory<br />
tracking and automatic adjusting of stock<br />
levels keeps you informed of when you<br />
need to order new stock and allows you to<br />
track which products are not selling, so you<br />
never run out of something your customers<br />
want or overstock something they are not<br />
buying. Effective inventory management<br />
should also offer predictive insights and<br />
help businesses anticipate demand shifts,<br />
optimize purchasing decisions, and allocate<br />
resources more efficiently, ensuring that<br />
they consistently meet customer demands<br />
while minimizing wastage and excess<br />
inventory costs.<br />
Turn-away tracking – <strong>Spa</strong>s lose about 15%<br />
of business from turning away customers.<br />
Knowing the reasons you had to turn<br />
people away is the first step to recouping<br />
those losses. Turn-away tracking should<br />
provide detailed insights into the reasons<br />
behind customer rejections, allowing spas<br />
to implement targeted strategies to reduce<br />
turn-aways, optimize resource allocation,<br />
and potentially recapture a significant<br />
portion of the lost business.<br />
Scalability – Can your software solution<br />
grow with your company? Is it easy to<br />
add more users with specific permission<br />
levels? Or does this require onsite server<br />
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adjustments and unnecessary costs?<br />
An ideal software solution should offer<br />
scalability that aligns with your company’s<br />
growth. It should allow for the easy addition<br />
of users with customizable permission<br />
levels without the need for complex<br />
onsite server adjustments or incurring<br />
unnecessary costs, ensuring that your<br />
software can adapt seamlessly as your<br />
business expands.<br />
Data safety, durability & availability<br />
– “Durability” refers to protecting your<br />
data against events like server failures and<br />
“availability” refers to the ability to access<br />
your data on demand. These are important<br />
concerns for your business. Robust data<br />
safety measures should include encryption<br />
protocols, redundancy in data storage, and<br />
disaster recovery plans to safeguard against<br />
unexpected events and minimize downtime.<br />
Regular maintenance and monitoring of<br />
software servers are essential to ensure<br />
data durability and availability, providing<br />
peace of mind for your business’s critical<br />
data needs.<br />
24/7 Customer support – You can’t afford<br />
to wait when there is an issue with your<br />
software, as this can disrupt operations and<br />
the customer experience. Your software’s<br />
CS team MUST be there for you when you<br />
need them. Responsive 24/7 customer<br />
support should not only be available in<br />
times of crisis but should also provide<br />
proactive assistance, including regular<br />
check-ins and updates to ensure that your<br />
software continues to meet your evolving<br />
needs and performs at its best, maintaining<br />
seamless operations and exceptional<br />
customer experiences.<br />
Ease of use – An easy-to-use software<br />
interface makes all the difference to a<br />
business. Both staff and customers must be<br />
able to use your software without difficulty<br />
– it should even be a pleasure! Intuitive<br />
software should include user-friendly<br />
training and support resources, ensuring<br />
that staff and customers can maximize<br />
benefits with ease and confidence,<br />
ultimately enhancing their overall<br />
satisfaction and productivity.<br />
Contactless experiences – Many<br />
customers these days want to have as little<br />
contact with people as possible and it’s<br />
important to offer contactless experiences<br />
that cater to these guests’ preferences.<br />
This includes implementing touchless<br />
check-in for spa appointments, contactless<br />
payment options for ancillary services, and<br />
the ability for guests to access amenities<br />
and make reservations through online or<br />
mobile, ensuring a safe and convenient<br />
experience that aligns with their desire for<br />
reduced in-person interactions.<br />
Digital intake forms – Digital intake<br />
forms, part of the contactless experience,<br />
save time and minimize crowding in waiting<br />
areas during busy times. Digital intake<br />
forms should be easily accessible through<br />
a secure online portal, allowing guests to<br />
complete them at their own pace and from<br />
the comfort of their own devices.<br />
This enhances the contactless experience<br />
while ensuring efficient collection of<br />
information is collected efficiently,<br />
improving guest flow, and reducing<br />
administrative burdens on staff during peak<br />
periods. It’s also a sustainable solution that<br />
cuts down on paper waste.<br />
Gift card sales – Software should facilitate<br />
the sale and redemption of gift cards,<br />
enhancing revenue streams and customer<br />
retention. Digital gift cards save time and<br />
effort over handwritten ones and are easy for<br />
customers to send. The software should offer<br />
a user-friendly interface for purchasing and<br />
redeeming gift cards, making it convenient for<br />
both customers and staff.<br />
Additionally, features like automated balance<br />
tracking and the ability to send digital<br />
gift cards via email or mobile apps can<br />
further enhance the gift card sales process,<br />
increasing revenue and customer satisfaction.<br />
Robust integrations – Seamless<br />
integration with a hotel or resort’s other<br />
tools and systems, such as property<br />
management systems, payment processors,<br />
and accounting software for streamlined<br />
operations is essential.<br />
These integrations should not only enhance<br />
operational efficiency but also provide data<br />
synchronization and real-time insights,<br />
enabling better decision-making, accurate<br />
financial reporting, and a seamless guest<br />
experience throughout the entire stay, from<br />
booking to checkout.<br />
Yield management – Dynamic pricing<br />
strategies based on demand, seasonality,<br />
and customer behavior to maximize<br />
revenue is a must have for your spa,<br />
cabanas, and other ancillary revenue<br />
services. An effective yield management<br />
system should provide real-time analytics<br />
and reporting capabilities, allowing you to<br />
make data-driven decisions and quickly<br />
adjust pricing strategies to optimize<br />
revenue generation across your spa,<br />
cabanas, and other ancillary revenue<br />
services, ensuring you capitalize on every<br />
revenue opportunity.<br />
Customization – A software should be<br />
flexible enough to tailor to your specific<br />
business needs, including custom features<br />
and workflows. The ability to easily adapt and<br />
customize the software to evolving business<br />
requirements ensures that it remains a<br />
valuable asset over time, accommodating<br />
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| <strong>Spa</strong> <strong>Executive</strong>
changes in industry trends and your unique<br />
operational needs without the constraints of<br />
rigid, one-size-fits-all solutions.<br />
Customer Relationship Management<br />
(CRM) – A comprehensive CRM system to<br />
track customer interactions, preferences,<br />
and history, enabling personalized service<br />
and marketing allows you to create<br />
better guest experiences and elevate<br />
your brand. The CRM system helps spa<br />
and hospitality businesses build lasting<br />
relationships with guests by facilitating<br />
targeted communication, loyalty programs,<br />
and special offers based on individual<br />
preferences and past interactions,<br />
ultimately fostering guest loyalty and driving<br />
repeat bookings.<br />
<strong>Spa</strong> & hospitality experience – Don’t<br />
try to fit a square peg into a round hole. In<br />
the spa and hospitality industry, software<br />
features should be finely tuned to meet<br />
the unique needs of the sector, with<br />
streamlined appointment scheduling,<br />
efficient activity booking, comprehensive<br />
staff management tools, and robust<br />
customer purchase and preference<br />
tracking capabilities.<br />
Tailoring these features to the industry’s<br />
specific requirements ensures that the<br />
software enhances the overall guest<br />
experience, aligning with the industry’s focus<br />
on relaxation and customer satisfaction.<br />
Marketing capabilities – Tools for<br />
executing and tracking marketing<br />
campaigns, including email marketing,<br />
social media integration, and promotional<br />
tools should make your marketing a<br />
breeze. Customer NPS surveys help<br />
collect feedback and encourage positive<br />
online reviews. An integrated customer<br />
relationship management (CRM) system<br />
we can help businesses segment their<br />
audience, personalize marketing efforts,<br />
and measure campaign effectiveness,<br />
ensuring that your marketing efforts are<br />
not only efficient but also targeted and<br />
data-driven, resulting in better customer<br />
engagement and brand growth.<br />
Online & mobile booking –<br />
Allowing customers to book appointments<br />
or services online or through a mobile<br />
app for convenience and accessibility is<br />
no longer negotiable. The system should<br />
offer real-time availability updates,<br />
confirmations, and reminders, streamlining<br />
the booking process and reducing<br />
no-shows, ultimately enhancing the overall<br />
customer experience and optimizing<br />
appointment scheduling efficiency.<br />
Multi-location information sharing –<br />
For enterprise businesses with multiple<br />
locations, software that facilitates the<br />
sharing of data and resources across these<br />
ensures consistency, efficiency, and helps<br />
you provide service excellence. The software<br />
should offer robust access controls and<br />
permissions, allowing organizations to<br />
define who can access and modify data,<br />
ensuring data security and compliance while<br />
promoting collaborative information sharing<br />
across multiple locations.<br />
Automatic updates – The software<br />
should regularly update itself with the<br />
latest features and security patches<br />
to ensure optimal performance and<br />
protection. These automatic updates<br />
should be user-friendly and seamlessly<br />
integrated into the software, minimizing<br />
disruptions to the user experience.<br />
Listens to customer needs &<br />
suggestions – A system that evolves<br />
based on user feedback, demonstrating a<br />
commitment to continuous improvement<br />
and customer satisfaction benefits<br />
everyone. Actively engaging with customers<br />
through surveys, feedback channels, and<br />
open communication fosters a strong sense<br />
of partnership and helps tailor the system<br />
to their evolving needs and preferences.<br />
Memberships – Your system should help<br />
manage membership programs, allowing<br />
for recurring revenue and enhanced<br />
customer loyalty. An effective membership<br />
management system should provide<br />
detailed analytics and reporting capabilities,<br />
enabling businesses to track membership<br />
growth, retention, and the effectiveness<br />
of loyalty programs, informing strategic<br />
decisions and optimizing revenue streams.<br />
Loyalty programs – Managing loyalty<br />
programs to reward repeat customers,<br />
encouraging retention and increased<br />
spending is essential. Loyalty programs<br />
should offer customizable rewards and<br />
incentives, enabling businesses to create<br />
personalized experiences that resonate<br />
with their unique customer base, ultimately<br />
fostering long-lasting brand loyalty and<br />
customer satisfaction.<br />
This completed checklist provides a<br />
comprehensive framework for evaluating<br />
software options, particularly for businesses<br />
in the spa and hospitality sectors.<br />
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| <strong>Spa</strong> <strong>Executive</strong>
Dear Sal, I need advice about a customer<br />
who smells terrible<br />
Sal Capizzi<br />
Sal Capizzi, Marketing Director at Book4Time<br />
and a former Director of <strong>Spa</strong> and Wellness<br />
at NEXUS Luxury Collection, shares his expert<br />
insight into your reader questions. Here he<br />
talks about how to hire the best spa employees.<br />
Send your queries about managing staff,<br />
operations, and anything else you want to<br />
know (challenge him!) to<br />
scapizzi@spaexecutive.com<br />
Q. Dear Sal,<br />
We have a regular massage customer at<br />
our spa who smells terrible. She comes<br />
once every two weeks for a massage,<br />
is pleasant to deal with, and tips well.<br />
But the two therapists she asks for<br />
regularly have a bad time because she<br />
smells like she doesn’t shower. How<br />
can we approach this topic with her<br />
without hurting her feelings or driving<br />
her away?<br />
A. Ah, the delicate dance of addressing the<br />
aroma in the room—literally! While it might<br />
seem like a tricky situation, fear not, because<br />
I think I have an idea for you.<br />
First things first, let’s acknowledge the<br />
positives. She’s a regular, she’s pleasant,<br />
and she’s tipping well – talk about a trifecta<br />
of spa-goer excellence! Now, onto the<br />
olfactory challenge.<br />
How about we flip the script and turn this<br />
into a spa-tacular upgrade for her? Consider<br />
crafting a sweet and subtly scented note<br />
that expresses how much you value her as a<br />
client. You could say something like:<br />
“Dear [Lovely Client],<br />
We hope this note finds you in the pink of<br />
relaxation! It’s always such a joy to have you<br />
at our spa, and your presence brightens<br />
our day. We’ve been brainstorming ways<br />
to enhance your massage experience even<br />
more, and we’re thrilled to share a few<br />
delightful options with you.<br />
We’ve recently introduced a selection of<br />
heavenly scented essential oils that can add<br />
an extra layer of tranquility to your session.<br />
These oils not only elevate your spa journey<br />
but also ensure that you leave feeling<br />
refreshed and rejuvenated.<br />
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| <strong>Spa</strong> <strong>Executive</strong>
We understand that personal preferences<br />
vary, and we want to make sure every visit<br />
is tailored to your liking. So, we’re excited<br />
to offer you the opportunity to customize<br />
your massage experience by selecting the<br />
scent that resonates most with you. It’s a<br />
small change that we believe will make a<br />
world of difference.<br />
Thank you for being an incredible part of<br />
our spa family, and we can’t wait to continue<br />
pampering you with the utmost care.<br />
Warm regards,<br />
[Your Name – as the <strong>Spa</strong> Director]”<br />
This way, you’re framing it as an enhancement<br />
rather than a critique. It’s all about creating<br />
a positive atmosphere and making her feel<br />
special while subtly addressing the aromatic<br />
concern. After all, who wouldn’t want to bask<br />
in the sweet scent of success and relaxation?<br />
Happy pampering!<br />
This is one way to go about things.<br />
Another is, if you have the option on<br />
premises, to encourage a relaxing premassage<br />
shower with gorgeously scented<br />
products as part of the experience.<br />
If there is a deeper hygiene issue that could<br />
be putting your practitioner’s health at risk<br />
(And you know what I’m talking about.) You<br />
may have to address the hygiene concerns<br />
with the client and be prepared to have an<br />
explanation as to why it could affect your<br />
therapist’s wellbeing during the service<br />
or their ability to do the service at an<br />
exceptional level.<br />
I hope this helps!<br />
Sal<br />
8<br />
| <strong>Spa</strong> <strong>Executive</strong>
How spa & hospitality can attract and<br />
retain talent in 2024<br />
The staffing crisis continues: so, here’s how<br />
to attract and retain talent at your spa &<br />
hospitality business in the coming year.<br />
It’s old news at this point, but an issue that<br />
continues to plague the spa and hospitality<br />
industries, and therefore one we continue to<br />
address: as we head into 2024, are we any<br />
closer to solving the staff crisis?<br />
Here’s a sad metric:<br />
According to the Bureau of Labor Statistics<br />
(BLS) Job Openings and Labor Turnover<br />
report (JOLTS), the hospitality industry has<br />
the highest turnover rates of any sector –<br />
by a lot. In 2021, the accommodation and<br />
food services industry had a turnover rate of<br />
86.3%. That’s down from the 2020 pandemic<br />
high of 130%, but it’s still significantly more<br />
than the US national average of 47.2%. We<br />
need to reduce those numbers.<br />
Companies are working on the issue. Like<br />
Marriott International, which launched its<br />
new people brand, “Be,” earlier this year with<br />
a plan to focus on attracting and retaining<br />
top talent around the world. And Hilton<br />
introduced a large-scale employer brand<br />
campaign called “Every Job Makes the Stay,”<br />
to increase attention to career opportunities<br />
available at the hotel, specifically for those<br />
considering front-line and hourly positions.<br />
What can the rest of the industry do? Face<br />
facts, for one thing. Sometimes people<br />
refuse to see what’s right in front of us.<br />
We hide behind buzzwords like “company<br />
culture,” “mission and values,” and, somewhat<br />
ironically, “wellness” – while ignoring what<br />
people actually want and need when it<br />
comes to employment. A company’s “values”<br />
don’t mean anything to an employee who is<br />
burning themselves out to pay the bills. And<br />
what good are free gym memberships and<br />
yoga classes to a mom who can’t even find<br />
childcare to cover her work shifts?<br />
The pandemic saw a lot of hospitality<br />
employees get let go, and many of those<br />
people vowed never to return to the industry.<br />
This firsthand experience with feeling<br />
expendable was a wake up call for them. It<br />
should be for us too.<br />
Here are some tips on how hospitality<br />
businesses can attract and retain talent in<br />
2024.<br />
Be upfront about compensation –<br />
You can save a lot of time and effort by<br />
being upfront in your job posting about<br />
compensation. People will only apply if the<br />
compensation is within their range, rather<br />
than waste your time and theirs only to<br />
learn that they’re not interested. Companies<br />
continue to push back hard against pay<br />
transparency because it might cost them<br />
by exposing unfair practices, but consider<br />
the notion that protecting your right to<br />
compensate your teams unevenly might not<br />
be fighting the good fight.<br />
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| <strong>Spa</strong> <strong>Executive</strong>
Pay people as much as you (really) can<br />
– Obviously compensation is a huge part<br />
of why people leave jobs. If they can’t make<br />
enough money to not just pay their bills but<br />
also live a life worth living, why do they want<br />
this job? They might need it – but they won’t<br />
want it. Meaning, they’ll apply for it and accept<br />
a lowball offer but the moment something<br />
better comes along, they’re going to take it and<br />
leave. And if you run your business this way,<br />
turnover will always be high. If you can’t afford<br />
to pay people what they’re worth, that’s not<br />
an excuse, it’s a problem to fix by looking at<br />
ways to increase revenue and decrease costs.<br />
Tiered, performance-based compensation<br />
systems are something to consider.<br />
Keep time to hire short – Time to hire is a<br />
crucial metric in a talent crisis. Research has<br />
found that time to hire is increasing and is<br />
approximately 44 days across all industries.<br />
While hospitality is generally lower than the<br />
average, keep in mind that the faster people<br />
can move through the process without<br />
cutting corners, the better. When someone<br />
is actively seeking employment, they are not<br />
just applying with one company and they<br />
don’t want to wait six weeks to find out if they<br />
are going to be able to eat and pay the rent<br />
and will take another offer if it comes along.<br />
Don’t burn out your teams – Burnout is<br />
big in spa and hospitality as managers try<br />
to fill the gaps by demanding more of the<br />
people they do have. It’s understandable to a<br />
degree. Bookings can be unpredictable and<br />
you can’t hire a bunch of staff for busy times,<br />
only to have them sitting around with nothing<br />
to do the rest of the time. Again, however, it’s<br />
leadership’s responsibility to smooth this out<br />
by maximizing schedules and accepting that<br />
sometimes you have to turn away customers.<br />
Yield management can be a life saver in this<br />
area, as you can fill less in-demand time slots<br />
with dynamic pricing.<br />
Provide growth & advancement<br />
opportunities – Advancement and growth<br />
opportunities are important to people.<br />
Nobody wants to feel like they have<br />
nowhere to go and upward momentum<br />
is key to many people’s happiness. Short<br />
sighted leaders keep people stuck in the<br />
same roles while prescient ones support<br />
their growth. This will mean that some<br />
people leave, but it also means they will be<br />
happy in their roles while they are in them,<br />
which reflects on your guest experience.<br />
And if you don’t let them grow, they’re going<br />
to leave you anyway, so you might as well<br />
nurture those careers and relationships.<br />
Tracking employees into management roles<br />
also means that, when the time comes,<br />
you have well-trained and experienced<br />
managers who know your brand.<br />
Offer comprehensive training &<br />
onboarding – At no point should an<br />
employee not know what is expected of them<br />
or what they are supposed to be doing.<br />
Offering comprehensive training and<br />
onboarding builds employee confidence and<br />
gives people the tools and information that<br />
they need to perform at their best,<br />
and people feel good when they know they<br />
are doing a good job. It also streamlines<br />
processes and improves guest experience.<br />
Don’t skip this step.<br />
Optimize scheduling – Shift work can<br />
be frustratingly uneven and that is bad for<br />
staff morale. Again, your software’s yield<br />
management functionality can help fill<br />
less busy time slots. Turn-away tracking,<br />
meanwhile, can help you determine reasons<br />
for turning away customers so you can tweak<br />
schedules accordingly. Your software should<br />
also eliminate conflicts and be accessible<br />
from anywhere so your team can check their<br />
schedules from wherever they are and at<br />
whatever time.<br />
Recognize & reward your people –<br />
Recognition helps to build strong company<br />
cultures. Just like nobody likes to feel<br />
stuck, people don’t like feeling invisible and<br />
unappreciated either. Recognizing employees<br />
is also good for business. A study by Gallup<br />
and Workhuman found that by making<br />
recognition an important part of company<br />
culture, a 10,000-person organization with<br />
an already engaged workforce can save<br />
up to $16 million annually due to reduced<br />
employee turnover. Reward the big things,<br />
but also reward the little things, and don’t<br />
always focus on the stars. Your B players<br />
should be recognized too. They are an<br />
important part of your business.<br />
Share business goals – When people<br />
feel like they are an integral part of the<br />
success of something, they are more<br />
invested in that success. This is why<br />
sharing your goals with your team<br />
members so that everyone is aligned is a<br />
key strategy. This gives people something<br />
to work towards, gets them working<br />
together, and helps provide direction. We<br />
all need a target to work towards.<br />
Employers need to start giving people<br />
what they want & need – and not just<br />
barely meeting these needs but exceeding<br />
them. Only then will people want to join our<br />
teams and stay.<br />
10 | <strong>Spa</strong> <strong>Executive</strong>
Increase spa revenue in 2024<br />
Increase spa & ancillary revenue in 2024<br />
2024 is going to be your best business year<br />
yet. We can feel it.<br />
Let’s head into the new year with a focus<br />
on increasing revenue across the board at<br />
your spa, wellness, or hospitality business.<br />
Here are some simple strategies for<br />
increasing ancillary and spa revenue.<br />
Diversify revenue streams<br />
Diversifying streams is one of the most<br />
effective business strategies. Having only<br />
one or two revenue streams puts you<br />
in a precarious situation, because if you<br />
lose them, you lose everything, as many<br />
spas discovered during the COVID-19<br />
shutdowns. Explore opportunities to<br />
diversify your income sources by hosting<br />
events and launching membership<br />
programs and subscription services.<br />
Hold wellness retreats and incorporate<br />
additional revenue-generating activities, like<br />
workshops, classes, or guided meditations.<br />
Introduce ancillary revenue activities, add<br />
food and drink packages to your cabanas<br />
and courts. Partnering with local businesses<br />
to offer joint promotions, creating new<br />
revenue streams while cross-promoting<br />
each other’s services.<br />
Implement yield & revenue management<br />
Implement a dynamic pricing strategy to<br />
optimize prices and availability based on<br />
demand fluctuations. Use your spa and<br />
ancillary revenue management software’s<br />
data analytics and revenue management<br />
functionality to forecast demand and adjust<br />
pricing in real-time, maximizing revenue<br />
during peak periods. Offer attractive<br />
packages and discounts during off-peak<br />
times to attract more cost-conscious<br />
guests. Offer add-ons and upsells that<br />
add no additional time to treatments<br />
and services, like hot stones and CBD<br />
creams to massages and paraffin wax<br />
hand treatments and eye masks to facials.<br />
Incentivize staff to promote these things.<br />
Collect & utilize guest data<br />
Implement a guest loyalty program that<br />
collects valuable data on guest preferences<br />
and behaviors. Use your software to log<br />
guest information that can even be shared<br />
across multiple properties to make your<br />
customers feel valued and appreciated all<br />
over the world.<br />
Utilize this data to personalize marketing<br />
efforts, tailor services, and improve overall<br />
guest satisfaction with the ultimate in<br />
personalized service.<br />
Track turnaway<br />
<strong>Spa</strong>s typically lose about 15% of revenue from<br />
turning away. Monitor and analyze the reasons<br />
for guest turnaways, whether due to lack of<br />
availability or pricing concerns.<br />
Use this data to make informed decisions, such<br />
as adjusting staffing levels during high-demand<br />
periods or offering alternative services to<br />
accommodate more guests. Implement waitlist<br />
systems to capture potential revenue from<br />
guests willing to wait for availability.<br />
11 | <strong>Spa</strong> <strong>Executive</strong>
Promote your digital gift cards<br />
Increase your retail sales<br />
Promote the sale of gift cards for your<br />
spa and hospitality services. Offer special<br />
promotions or discounts for gift card<br />
purchases during holiday seasons and<br />
other relevant occasions. Make it easy for<br />
guests to redeem gift cards for a seamless<br />
and enjoyable experience and make<br />
your gift cards digital so they are easy to<br />
purchase and share.<br />
Focus on upsells & add-ons<br />
Train your staff to effectively upsell and<br />
cross-sell additional services – train hotel<br />
staff to sell spa treatments, cabanas,<br />
and activities to enhance the guest<br />
experience – and to add upsells to the add<br />
ons, like food and drinks packages with<br />
cabanas and sports court reservations,<br />
and enhancements to core spa services.<br />
Create enticing packages that combine<br />
core services with complementary add-ons,<br />
increasing the overall spending per guest.<br />
Mine your ancillary revenue management<br />
software’s CRM for guest information, like<br />
preferences and previous interactions to<br />
personalize upsell suggestions.<br />
Increase your marketing efforts<br />
Invest in targeted digital marketing<br />
campaigns, including social media<br />
advertising, to expand your online<br />
presence. Engage with your audience<br />
through storytelling and content marketing,<br />
showcasing the unique experiences your<br />
spa and hospitality business offers.<br />
Utilize data analytics to measure the<br />
effectiveness of your marketing efforts and<br />
make necessary adjustments for better<br />
ROI. Pay close attention to your online<br />
reputation and reviews. Respond promptly<br />
to all reviews, good and bad.<br />
Curate a selection of high-quality products<br />
that align with your spa and hospitality<br />
brand, create an enticing area where<br />
people can try the products and interact<br />
with them, and cross promote retail with<br />
your services and treatment.<br />
Leverage online platforms to highlight your<br />
amazing product selection, host events for<br />
VIP clients to try them out, and encourage<br />
people to buy them as gifts. Set up an<br />
ecommerce site to make it easy for<br />
people to purchase. Promote this to<br />
your customers.<br />
Train your teams<br />
Invest in comprehensive training programs<br />
for your staff, focusing on customer<br />
service, upselling techniques, and product<br />
knowledge. Provide ongoing training to<br />
keep your teams updated on industry<br />
trends and best practices. Recognize and<br />
reward employees who excel in delivering<br />
exceptional service, fostering a motivated<br />
and dedicated workforce.<br />
By implementing these strategies, your spa<br />
and hospitality business can drive revenue<br />
growth in the upcoming year, ensuring a<br />
successful and prosperous future.<br />
12 | <strong>Spa</strong> <strong>Executive</strong>
Declutter your spa menu in 2024<br />
Is it time for a spa menu refresh? A guide to<br />
crafting a new spa menu that pleases your<br />
customers and boosts your bottom line.<br />
New year new spa menu? Absolutely!<br />
As the calendar flips to a new year, many<br />
spa and wellness businesses are considering<br />
ways to refresh and revitalize their offerings<br />
and service menus.<br />
From analyzing your current performance<br />
to revamping your services and effectively<br />
marketing your new offerings, here’s a<br />
step-by-step guide for crafting a spa menu<br />
that pleases your customers and boosts your<br />
bottom line.<br />
First, take a dive deep into your data<br />
A key ingredient in this transformation is<br />
your data. Understanding your business’s<br />
performance through data analysis is an<br />
important element of creating something that<br />
works. If you’re using a good spa and ancillary<br />
revenue software, you should have access to<br />
a lot of data about your business that can tell<br />
you everything you need to know to improve<br />
operations and customer satisfaction with a<br />
new spa menu.<br />
For example, which treatments and services<br />
are bringing in the most revenue? Which<br />
ones are bringing in the least? To whom do<br />
these offerings appeal by customer segment?<br />
Are certain groups going for some treatments<br />
and not others? Which group spends the<br />
most and at what time of day/month/year?<br />
Look at your inventory data to see which<br />
products are selling the most and which are<br />
selling the least. Are the best-selling products<br />
associated with the best selling treatments<br />
and are there products that sell well but are<br />
not particularly well spotlighted in treatments<br />
and services? Who is buying these products<br />
and how could you highlight them even more.<br />
Look at the profit margins and returns on<br />
investment. Are there some treatments that<br />
are costing significantly more to perform than<br />
they are bringing in?<br />
Next, reduce, reposition & reinvent<br />
Once you know what is selling, it’s time to<br />
move things around and decide what to<br />
cut, what to reposition, and what to create<br />
for your menu to reinvent it. Ask yourself<br />
if there are customer segments that are<br />
underspending and how you can appeal<br />
more to those groups, as well as what you<br />
can add to appeal to your biggest spenders.<br />
How can you move menu items and<br />
products that are not selling? For example,<br />
could a treatment that isn’t selling be<br />
repositioned with different wording, a new<br />
way of highlighting the benefits, or the<br />
addition of a different product? Could it<br />
be positioned for a particular audience,<br />
like locals, business people, or people of a<br />
particular age group? Create add-on and<br />
upsell options with the products people<br />
aren’t buying. Before you start discounting<br />
unsold stock, elevate it. Offer hand massage,<br />
foot scrub, and mini facials using the oils,<br />
scrubs and serums that aren’t moving as<br />
upsells to existing treatments. Add a glass<br />
of sparkling wine and you have a nice little<br />
13 | <strong>Spa</strong> <strong>Executive</strong>
onus offering. Incorporate a muscle balm<br />
as an upsell to a massage that adds no extra<br />
time to the treatment.<br />
Create packages and bundles with unsold<br />
stock, and give them away as gifts for loyalty<br />
program members or for customer special<br />
occasions like birthdays. Including an item<br />
as a gift with another purchase may increase<br />
interest in that item once people try it.<br />
Discounting should be a last resort as this<br />
can devalue a brand.<br />
Remove the treatments that aren’t selling, that<br />
can’t be repositioned, or that you have already<br />
tried repackaging in the past from the menu.<br />
Create new menu items based on industry<br />
trends and developments and the ideas that<br />
you’re excited about. Don’t cram the menu.<br />
Shorter menus of items that your service<br />
providers excel at are better than longer<br />
ones, and it’s easier for guests to choose<br />
from 10 items than it is to choose from 50.<br />
And enough add-on and upsell options can<br />
make for an extensive menu based on your<br />
key products and services.<br />
Now market your new menu<br />
Send out messages to your customer base<br />
about your new menu and promote it on<br />
social media. Consider inviting your loyalty<br />
members and best customers to an event<br />
showcasing new items. Offer mini versions<br />
of new treatments and services and samples<br />
of products over snacks and tea or wine, and<br />
send guests home with a swag bag of that<br />
product that didn’t sell! Get people excited.<br />
And don’t forget to train your staff on the new<br />
services and products.<br />
If you’re excited about your new menu,<br />
people will feel that and get excited with you.<br />
Have fun and get creative.<br />
14 | <strong>Spa</strong> <strong>Executive</strong>
<strong>Spa</strong> stars: How to cater to your<br />
customers’ zodiac preferences<br />
What spa and wellness services might your<br />
guests enjoy based on their zodiac signs?<br />
Take a look at a fun way to personalize<br />
services based on the stars.<br />
In the spa, wellness, and hospitality world,<br />
understanding the unique wants and<br />
needs of your customers is key to crafting<br />
a truly personalized wellness experience.<br />
An intriguing approach to consider is<br />
tailoring spa services based on your clients’<br />
zodiac signs. Astrology offers insights into<br />
individual personalities and preferences<br />
that can guide you in creating a holistic and<br />
satisfying spa journey.<br />
Tastes obviously vary but this is a fun idea.<br />
From fiery Aries to dreamy Pisces, each<br />
zodiac sign has distinct characteristics that<br />
may influence their choices when seeking<br />
relaxation and rejuvenation. Here’s how you<br />
can cater to your customers based on their<br />
zodiac signs.<br />
<strong>Spa</strong> stars: what wellness serviced people might<br />
like best based on their zodiac signs<br />
Aries (March 21 – April 19): Energetic<br />
Aries individuals often thrive on activity<br />
and vigor. They may find invigorating spa<br />
services like sports massages, facials with<br />
energizing ingredients, or spa packages that<br />
include physical activities like yoga or hiking<br />
appealing. These services align with their<br />
need for energy and adventure, providing<br />
not only relaxation but also a burst of<br />
vitality to match their dynamic personalities.<br />
Aries individuals might particularly enjoy<br />
treatments that help release built-up<br />
tension and offer a sense of rejuvenation,<br />
allowing them to step back into their active<br />
lives with renewed zeal.<br />
Taurus (April 20 – May 20): Taurus<br />
individuals cherish comfort and relaxation.<br />
They are likely to savor indulgent spa<br />
treatments such as deep tissue massages,<br />
aromatherapy sessions, or luxurious<br />
body wraps that envelop them in sensory<br />
delights. These services cater to their<br />
desire for serenity and physical well-being,<br />
allowing them to unwind and indulge their<br />
senses. Taurus individuals may appreciate<br />
treatments that use natural, soothing<br />
ingredients and techniques that promote<br />
a profound sense of relaxation, creating<br />
a sanctuary of tranquility where they can<br />
escape the hustle and bustle of everyday life.<br />
Gemini (May 21 – June 20): Social<br />
and curious Geminis may thrive in spa<br />
experiences that allow for interaction<br />
and exploration. Couples’ massages for<br />
socializing, unique and trendy treatments<br />
to satisfy their curiosity, or express services<br />
that fit their active lifestyles can all align<br />
with their preferences. These services offer<br />
relaxation with a dash of novelty, keeping<br />
Geminis engaged and mentally stimulated<br />
throughout their spa journey. Geminis<br />
might enjoy a spa environment that<br />
encourages communication and learning<br />
15 | <strong>Spa</strong> <strong>Executive</strong>
about innovative wellness techniques,<br />
providing them with a multi-faceted<br />
experience that caters to their ever-curious<br />
minds and need for social interaction.<br />
Cancer (June 21 – July 22): Nurturing and<br />
sensitive Cancers seek emotional support<br />
and tranquility. Holistic therapies, reiki,<br />
or treatments that incorporate soothing<br />
elements like hot stones can resonate<br />
with their desire for emotional well-being.<br />
These services offer a nurturing and healing<br />
atmosphere, allowing Cancers to connect<br />
with their inner selves and find emotional<br />
balance. Cancers may particularly enjoy<br />
spa experiences that create a safe and<br />
comforting space for self-reflection and<br />
relaxation, providing them with a sense of<br />
emotional renewal and inner harmony that<br />
aligns with their sensitive nature.<br />
Leo (July 23 – August 22): Leos enjoy<br />
being in the spotlight and tend to<br />
appreciate glamorous spa treatments.<br />
Body exfoliation, spa parties, or services<br />
that enhance their overall appearance can<br />
satisfy their need for luxury and attention.<br />
These services provide an opportunity for<br />
Leo individuals to shine, offering them a<br />
sense of pampering and self-indulgence.<br />
Leo individuals may prefer spa settings<br />
that make them feel like royalty, with<br />
personalized attention and treatments that<br />
enhance their natural radiance, creating a<br />
regal experience that resonates with their<br />
desire for recognition and opulence.<br />
Virgo (August 23 – September 22):<br />
Detail-oriented Virgos often appreciate<br />
precision and wellness. They might<br />
gravitate towards precise spa treatments<br />
like precision facials, manicures, or<br />
pedicures, as well as detoxifying wraps or<br />
detox saunas that align with their focus on<br />
health and self-care. These services offer a<br />
meticulous approach to well-being, allowing<br />
Virgos to address specific concerns and<br />
achieve a sense of balance and cleanliness.<br />
Virgos might value spa experiences that<br />
emphasize attention to detail and promote<br />
a sense of inner and outer purity, providing<br />
them with a tailored and wellness-focused<br />
journey.<br />
Libra (September 23 – October 22):<br />
Libras value balance and harmony.<br />
Services that promote connection,<br />
such as couples’ massages, facials for<br />
complexion balance, or spa packages<br />
that combine various treatments, can be<br />
attractive to them. These services provide<br />
an opportunity for Libras to restore<br />
equilibrium, both in their well-being and in<br />
their relationships. Libra individuals may<br />
appreciate spa environments that create<br />
a sense of harmony and offer treatments<br />
that enhance their natural beauty while<br />
fostering a sense of peace and balance,<br />
allowing them to immerse themselves in a<br />
world of relaxation and harmony.<br />
Scorpio (October 23 – November 21):<br />
Intense Scorpios often seek deep and<br />
transformative experiences. They may find<br />
solace in deep tissue massages, reflexology,<br />
or spa treatments that promote emotional<br />
and physical transformation, such as detox<br />
therapies. These services offer a profound<br />
sense of renewal, allowing Scorpios to<br />
release pent-up energy and emotions.<br />
Scorpio individuals may resonate with spa<br />
experiences that provide a deep sense<br />
of relaxation and a chance to explore<br />
their inner depths, helping them emerge<br />
refreshed and renewed, ready to face<br />
life’s challenges with a profound sense of<br />
balance and well-being.<br />
Sagittarius (November 22 – <strong>December</strong><br />
21): Adventurous Sagittarians appreciate<br />
novelty and exploration. They might prefer spa<br />
experiences that include outdoor activities like<br />
nature hikes, spa retreats in exotic locations,<br />
or treatments that target muscle recovery<br />
after active adventures. These services align<br />
with their adventurous spirit, combining<br />
relaxation with opportunities for exploration<br />
and physical well-being. Sagittarius individuals<br />
may seek spa experiences that allow them<br />
to indulge their love for adventure while<br />
also providing moments of tranquility and<br />
rejuvenation, helping them reconnect with<br />
their inner wanderer and find inner peace<br />
amidst their explorations.<br />
Capricorn (<strong>December</strong> 22 – January 19):<br />
Goal-oriented Capricorns are often focused<br />
on rejuvenation and anti-aging. They may<br />
appreciate spa services with a focus on<br />
long-term well-being, such as anti-aging<br />
facials, body sculpting treatments, or<br />
skincare consultations. These services offer<br />
a proactive approach to self-care, helping<br />
Capricorns maintain their youthful vitality<br />
and appearance. Capricorn individuals<br />
might value spa experiences that provide<br />
them with personalized wellness plans<br />
and treatments designed to support their<br />
long-term health and beauty goals, allowing<br />
them to approach their self-care regimen<br />
with determination and a commitment to<br />
lasting well-being.<br />
Aquarius (January 20 – February 18):<br />
Innovative Aquarians are drawn to unique<br />
and forward-thinking experiences. They<br />
might be interested in futuristic spa<br />
therapies like cryotherapy, floatation tanks,<br />
or services that promote mental clarity<br />
and relaxation. These services cater to<br />
their need for innovation and exploration,<br />
offering experiences that go beyond the<br />
conventional. Aquarius individuals may<br />
seek out spa environments that embrace<br />
cutting-edge technologies and holistic<br />
16 | <strong>Spa</strong> <strong>Executive</strong>
approaches to well-being, allowing them to<br />
push boundaries and explore new horizons<br />
of relaxation and rejuvenation, aligning<br />
with their innovative and forward-looking<br />
perspective on life and wellness.<br />
Pisces (February 19 – March 20): Dreamy<br />
and imaginative Pisceans often seek holistic<br />
and spiritual well-being. They may enjoy<br />
therapies like aromatherapy, reflexology,<br />
or treatments that enhance their spiritual<br />
and emotional balance. These services<br />
provide a tranquil and transcendent<br />
experience, allowing Pisceans to connect<br />
with their inner selves and find a sense of<br />
inner peace. Pisces individuals may prefer<br />
spa environments that create a serene<br />
and ethereal ambiance, encouraging<br />
them to immerse themselves in a world<br />
of relaxation and spiritual healing, helping<br />
them find solace and emotional renewal<br />
amidst the soothing surroundings.<br />
These expanded descriptions offer a<br />
deeper insight into the spa services that<br />
each zodiac sign might generally enjoy,<br />
taking into account their individual traits<br />
and preferences for a comprehensive spa<br />
experience, providing a vivid picture of the<br />
holistic wellness journey tailored to each<br />
sign’s unique characteristics and needs.<br />
17 | <strong>Spa</strong> <strong>Executive</strong>
GWI’s Susie Ellis talks 2024, trends<br />
& the global wellness economy<br />
Global Wellness Institute CEO, Susie Ellis,<br />
talks about 2024, trends, and the growing<br />
wellness market.<br />
Susie Ellis is the Chair & CEO of the Global<br />
Wellness Summit and the non-profit Global<br />
Wellness Institute and the former President<br />
of <strong>Spa</strong>finder, Inc. A widely respected leader<br />
in the multitrillion-dollar global wellness<br />
economy, Ms. Ellis is globally recognized as an<br />
advocate for wellness research, prevention<br />
and wellness for all.<br />
She began her career teaching fitness classes<br />
at Southern California’s destination spa,<br />
Golden Door, in the 1970s. “It’s a bit unusual<br />
that my entire career has been in the spa and<br />
then wellness arena,” she says. “There aren’t<br />
a lot of people that started in the seventies<br />
because there really was no spa industry at<br />
that time.” But by the time she got her MBA<br />
from the University of California, Los Angeles,<br />
and later moved to New York City to take over<br />
the presidency of <strong>Spa</strong>finder, she says “the<br />
spa industry had started exploding,” thanks<br />
in large part to the number of day spas that<br />
were opening up in the early 1990s.<br />
Ms. Ellis introduced the industry’s first Global<br />
Wellness Trends Report in 2004 and the<br />
first Global Wellness Economy Monitor in<br />
2014, the first research that provided global<br />
market data for every sector of the wellness<br />
economy. She is known for identifying and<br />
defining new trends such as wellness tourism,<br />
wellness real estate and mental wellness–<br />
which have since become pillars of the<br />
wellness market. She is considered a pioneer,<br />
is frequently quoted in major news outlets<br />
around the world, is a popular speaker<br />
at global events, and sits on a number of<br />
academic and industry boards.<br />
Who better to ask what trends and<br />
developments she’s looking forward to in<br />
2024? We asked Susie Ellis about that topic<br />
(without spoiling the GWI’s coming Trends<br />
Report, of course, which drops late January<br />
every year), as well as about how she came to<br />
be doing what she is today.<br />
Can you talk about how you and the GWS came to be<br />
doing what you are today?<br />
In 2007 we held the first global spa industry<br />
event, the Global <strong>Spa</strong> Summit in New<br />
York at the Waldorf Astoria. We modeled<br />
the gathering after the World Economic<br />
Forum which I had attended, an invite-only<br />
conference with a vision to be more<br />
think-tank than trade show. We invited<br />
people from all over the world, and had about<br />
170 people attend, and what we realized is<br />
that there was no research on the global spa<br />
industry; no figures or numbers.<br />
So, we commissioned the first research study<br />
with SRI International (Stanford Research<br />
Institute), and it was a huge turning point<br />
for the industry. People finally grasped how<br />
much was happening in this space all over<br />
the world. The following year’s research<br />
18 | <strong>Spa</strong> <strong>Executive</strong>
project was on wellness (which was still<br />
a foreign concept to most), spanning<br />
everything from fitness to healthy food to<br />
a healthier version of travel. We could see<br />
that a more holistic version of total wellbeing<br />
was beginning to resonate with businesses,<br />
consumers, and even governments. So, we<br />
became the Global <strong>Spa</strong> and Wellness Summit,<br />
and eventually the Global Wellness Summit.<br />
We will hold our 18th annual summit in<br />
2024 at St. Andrews in Scotland. In 2015 we<br />
launched the Global Wellness Institute, the<br />
nonprofit arm of the Global Wellness Summit,<br />
where we house all our research, industry<br />
initiatives, and other programs. Between the<br />
Summit and the Institute, there are about 18<br />
of us working, many part time: It’s a small but<br />
mighty team.<br />
How big is the growth of the global<br />
wellness economy?<br />
Wellness is one of the great economic growth<br />
stories of the last few years. Our research<br />
shows that it has exploded from $3.7 trillion<br />
in 2015, to $4.9 trillion in 2019, to $5.6 trillion<br />
in 2022 – and we forecast it will hit $8.5<br />
trillion in 2027. It has grown 12% annually<br />
since the pandemic year of 2020, as Covid is<br />
proving a crucial turning point, with wellness<br />
and prevention becoming far more important<br />
to consumers. Those are huge numbers, and<br />
the world is sitting up and paying attention.<br />
Our bubble chart also shows that wellness as<br />
an industry is always expanding: for instance,<br />
we added mental wellness as a distinct<br />
market a few years ago. We will be updating<br />
the numbers on the wellness market each<br />
year going forward.<br />
You’re a “trends expert.” Why do you enjoy<br />
this topic?<br />
Keeping your finger on the pulse of wellness<br />
trends is really keeping your finger on the<br />
pulse of major cultural and demographic<br />
shifts and it’s a uniquely clear window into<br />
what people need and want. We’ve been<br />
forecasting trends for a long time.<br />
When we introduced forest bathing back in<br />
2015, or the surge in interest in mushrooms<br />
in 2018, people thought we were a little<br />
crazy. But both took off, and that’s what I<br />
find so exciting and interesting: we could<br />
see something beginning to bubble up. I<br />
enjoy that I get to contribute to the growth<br />
of these ideas by putting them out there and<br />
helping build momentum.<br />
What are some of the trends you’re excited about<br />
for 2024?<br />
Our top trend for <strong>2023</strong> was “Wellness<br />
Comes for the Loneliness Epidemic,” about<br />
the surge in wellness spaces, concepts and<br />
experiences that bring people together<br />
in real life; where social connection is the<br />
burning center of the concept. Pre-pandemic,<br />
wellness had gotten away from its DNA of<br />
sparking human connection, and led with two<br />
“lonely” models: a sea of hyper-consumerist<br />
“me time” products and “digital wellness”<br />
like meditation apps or online fitness. As a<br />
culture we have since grasped that loneliness<br />
kills and human connection is the lynchpin<br />
of physical and mental health. The “more<br />
social connection” in wellness and spa will<br />
only be a bigger trend in 2024. There is so<br />
much going on, from social wellness clubs<br />
expanding globally to new social apps that<br />
are actually social (creating dinner parties for<br />
strangers or bonding apartment dwellers)<br />
to more governments fighting loneliness<br />
with new social wellness policies. In the spa<br />
world, there has been movement ( like more<br />
recovery experiences people can do together<br />
and more social events), but I think we could<br />
do it even better and focus on more creative<br />
and curated connected experiences. This is a<br />
big opportunity for spas and I believe we will<br />
see more unique and successful models in<br />
the future.<br />
Mental wellness has been a massive trend<br />
in our industry these last years, and one<br />
that’s become more important coming out<br />
of the pandemic and with all the stressors<br />
in the world. When I started in the industry<br />
decades ago, spa was really all about physical<br />
health, but mental wellness is now as, if not<br />
more, important. This is why we invited the<br />
superstar gymnast Simone Biles to our recent<br />
Summit in Miami. She was experiencing a<br />
mental issue called the “twisties,” a terrifying,<br />
dangerous experience where, when you’re<br />
twisting in the air, you lose track of where you<br />
are. So, she pulled out of the Tokyo Olympics<br />
and was widely criticized for it, because<br />
people didn’t understand that this was a<br />
mental health issue, not some fear about<br />
competing. Simone (like a few other star<br />
athletes) has become a powerful advocate<br />
for mental health and wellness, and with her<br />
global megaphone, she has helped lift the<br />
stigma, and helped people to really talk about<br />
this. We are seeing more mental wellness<br />
programming ahead.<br />
Another trend that I don’t see people<br />
talking about much yet is new intersections<br />
between wellness, sports, and hospitality.<br />
This crossover is, in part, being fueled<br />
by technology, with more spas (which<br />
were just about massage and facials)<br />
and wellness centers offering treatments<br />
such as cryotherapy, ice baths, hyperbaric<br />
chambers, and IVs. A few years ago this<br />
was reserved for elite athletes. We will see<br />
more sports programming and more sports<br />
performance services and facilities move<br />
into hospitality wellness.<br />
Sports tourism is also growing fast. This is<br />
a trend that is fairly new on the wellness<br />
industry’s radar, but it’s exciting because a lot<br />
19 | <strong>Spa</strong> <strong>Executive</strong>
of people are into sports either as athletes or<br />
spectators, and hospitality brands can create<br />
integrated experiences where they not only<br />
“watch” but “do.”<br />
Finally, we will see only more interest in<br />
focusing on longevity, with an emphasis on<br />
healthspan rather than lifespan: Not just how<br />
many years you live, but how many vibrant<br />
and healthy years you live. It’s astounding<br />
how quickly the quest to extend healthspan<br />
and reverse aging has become the new pillar<br />
and obsession in the health and wellness<br />
space. The longevity clinic is the new business<br />
genre in wellness, and it’s fast dissolving the<br />
line between medicine and wellness.<br />
Biotech startups are working at a mad<br />
pace on serious longevity interventions:<br />
unriddling the epigenome, reversing cellular<br />
senescence, DNA repair therapies, hormone<br />
and immune interventions, and how the<br />
microbiome and chronic inflammation<br />
impact aging. We’re seeing medical-grade<br />
hyperbaric oxygen therapy, caloric restriction,<br />
cryonic freezing, peptides and exosomes,<br />
and functional medicine. And, of course,<br />
a renewed interest in low-tech, ancient<br />
approaches to longevity, such as the Blue<br />
Zones, where natural exercise, healthy<br />
eating, a sense of purpose, and strong social<br />
bonds are the “magic pills.” With an aging<br />
demographic exploding globally, we will just<br />
see more momentum in the wellness world<br />
for longevity and healthspan.<br />
20 | <strong>Spa</strong> <strong>Executive</strong>
Raffles Boston<br />
Featured property:<br />
Guerlain <strong>Spa</strong> at Raffles Boston<br />
Raffles Boston, the stunning new hotel<br />
and residence from legendary hospitality<br />
brand, Raffles Hotels & Resorts, opened its<br />
doors in September <strong>2023</strong> in the Back Bay<br />
neighborhood. The new property is the first<br />
mixed-use Raffles development in North<br />
America, marking a new era for the collection.<br />
The hotel is located within a block of Copley<br />
Square, Trinity Church, and premiere luxury<br />
shopping at Copley Place. More nearby<br />
attractions include Fenway Park, the Museum<br />
of Fine Arts, Symphony Hall, and the Charles<br />
River Esplanade.<br />
Guests at Raffles Boston are welcomed in<br />
the three-story Sky Lobby on the 17th floor<br />
where a grand staircase spirals through<br />
the atrium. This space acts as a social hub,<br />
connecting four distinct food & beverage<br />
venues, including the Raffles Writer’s Lounge,<br />
a signature space made famous for the<br />
esteemed writers and poets who have<br />
frequented it at the flagship Raffles Singapore<br />
and a number of other Raffles hotels around<br />
the world.<br />
Raffles Boston features 147 luxurious guest<br />
rooms and a variety of distinct gathering<br />
spaces for guests, residents, and locals. The<br />
property’s thoughtful, locally inspired design<br />
enhances the warm, cosmopolitan charm of<br />
Back Bay while transporting its visitors to a<br />
tranquil urban oasis.<br />
Guerlain <strong>Spa</strong> at Raffles Boston<br />
The Guerlain <strong>Spa</strong> at Raffles Boston is a<br />
collaboration between the illustrious hotel<br />
brand, Raffles, and the renowned Parisien<br />
beauty brand, Guerlain, reflecting a desire<br />
to provide unparalleled, cutting edge guest<br />
experiences of exceptional quality. The spa<br />
is located on the 4th floor, where guests will<br />
also find an exclusive state-of-the-art gym<br />
and 20-meter indoor pool with expansive<br />
city views.<br />
Illuminating a shared commitment to<br />
sustainability, extraordinary service, and<br />
holistic well-being, The Guerlain <strong>Spa</strong> at<br />
Raffles Boston aims to provide guests with<br />
a serene escape from the city. The <strong>Spa</strong><br />
features three individual treatment rooms<br />
and one couples treatment room, each with<br />
private hydrotherapy baths and showers,<br />
sauna and steam rooms, and ice showers.<br />
The treatments on the spa menu are<br />
inspired by the vibrant energy of the city<br />
and designed exclusively for Raffles Boston.<br />
Among them are the Boston Energy, an<br />
intensive full body treatment tailored<br />
to address stiffness, soreness and<br />
sluggishness with the Signature Guerlain<br />
Balm and Oil and soothing hot stones.<br />
The spa also offers an exclusive collection<br />
of Guerlain skincare, fragrance and makeup<br />
products, including Orchidée Impériale,<br />
Abeille Royale, the Perfumery of Art, and<br />
Terracotta, providing an exquisite balance<br />
21 | <strong>Spa</strong> <strong>Executive</strong>
of science and nature, perfected over nearly<br />
two centuries of research and development.<br />
<strong>Spa</strong> Director Louise Amerine began her<br />
career with the <strong>Spa</strong> at The Peninsula Hong<br />
Kong, later joining the <strong>Spa</strong> at The Peninsula<br />
Chicago, training and developing her team<br />
while also assisting in the launch of two<br />
prestigious and exclusive brands.<br />
Raffles Boston provides an unforgettable<br />
wellness journey in an oasis of rejuvenation<br />
in the heart of Boston.<br />
Guerlain <strong>Spa</strong>, Raffles Boston<br />
Guerlain <strong>Spa</strong>, Raffles Boston<br />
22 | <strong>Spa</strong> <strong>Executive</strong>
ARE YOU PASSIONATE ABOUT THE<br />
SPA & WELLNESS INDUSTRY & DO<br />
YOU LOVE TECHNOLOGY?<br />
COME WORK FOR US.<br />
Book4Time is the global leader in spa, wellness, and leisure activity management<br />
software for the hospitality market, operating in more than 85 countries.<br />
Book4Time is experiencing rapid growth and hiring experienced professionals in a<br />
number of key roles. We offer:<br />
• 100% employer-paid premium benefits<br />
• Wellness/fitness membership program<br />
• Company match group RRSP program<br />
• 18 days of paid time off plus corporate holidays<br />
• Remote-First work environment (Office location: Markham, ON)<br />
• Free underground parking<br />
• Budgeted professional development<br />
• Wellness Stipend<br />
• Discounts at our customer locations<br />
Browse open positions here<br />
We look forward<br />
to working with you!
What spa & wellness leaders are looking<br />
forward to in 2024<br />
Heading into 2024, spa & wellness leaders<br />
share what they are looking forward to for<br />
the industry in the coming year.<br />
As we say farewell to <strong>2023</strong> and head into<br />
2024, the wellness industry is booming. The<br />
Global Wellness Institute’s Susie Ellis said in<br />
this month’s Spotlight interview, “Wellness<br />
is one of the great economic growth stories<br />
of the last few years.” It has grown 12%<br />
annually since the pandemic year of 2020,<br />
and the GWI predicts that it will hit $8.5<br />
trillion in 2027. “Those are huge numbers,”<br />
she added. For more about what Susie Ellis<br />
and the GWI are looking forward to in 2024,<br />
read her interview.<br />
As a final wrap up, we also asked a number<br />
of other industry thought leaders what<br />
they’re looking forward to in 2024. From the<br />
expansion of biophilic design and touchless<br />
wellness to sustainability and a focus on<br />
mental wellness, here’s what they had to say:<br />
What spa & wellness leaders are looking forward<br />
to in 2024<br />
Viviane Garcia-Tunon, Global Vice<br />
President of Wellbeing, Auberge Resorts<br />
Collection (From her <strong>Spa</strong> <strong>Executive</strong> cover<br />
Spotlight interview, November <strong>2023</strong>)<br />
I eagerly anticipate the prospect of<br />
fostering sustainable growth within our<br />
industry, characterized by a deliberate shift<br />
away from cookie-cutter spa concepts that<br />
often lead to confusion and the dilution of<br />
distinct therapies.<br />
As we venture into 2024, my vision is one of<br />
abundant education and meticulously curated,<br />
personalized experiences that revolve around<br />
individualized wellness journeys. I envision<br />
wellness as a dynamic force, extending its<br />
reach into every facet of our lives – from the<br />
way we come together in communities to our<br />
work environments, our physical activities, and<br />
the daily priorities we set.<br />
Verena Lasvigne-Fox, Founder, VLF<br />
<strong>Spa</strong> Consulting<br />
24 | <strong>Spa</strong> <strong>Executive</strong>
The hospitality and wellness industry is on<br />
the cusp of exciting trends that will shape<br />
both the guest experience and the world<br />
at large. I am particularly excited to see<br />
sustainability and eco-friendliness taking<br />
center stage in design and operations, with<br />
an eye toward creating experiences that<br />
are both impactful and planet-friendly.<br />
The future of spa & wellness design is set<br />
to incorporate more natural elements<br />
and biophilic design to create a closer<br />
connection to nature and emphasize local,<br />
authentic experiences.<br />
The introduction of touchless wellness<br />
solutions, meanwhile, is just at the beginning<br />
of new and innovative spa treatments and<br />
services that will be available in more and<br />
more locations to wellness-seeking guests.<br />
This year we will also continue to see<br />
wellness offerings extending beyond<br />
traditional spa and fitness amenities, with<br />
a growing focus on mental and emotional<br />
well-being, including mindfulness and<br />
meditation practices. And the introduction<br />
of technology and digital experiences will<br />
offer guests greater customization and<br />
personalization through available data. It’s<br />
wonderful to see what’s to come in 2024<br />
and beyond for our industry!<br />
Catherine Strange Warren, Vice President<br />
of Strategic Partnerships, Arch Amenities<br />
Group<br />
I’m looking forward to more wellness retreats<br />
and immersive experiences providing a<br />
complete escape from daily life. And happy<br />
to see spas recognizing the importance of<br />
mental health and stress management, and<br />
incorporating therapies and treatments that<br />
specifically target stress reduction, anxiety<br />
management, and overall mental well-being.<br />
I’m enjoying seeing technology being<br />
integrated into spa experiences to enhance<br />
guest comfort and convenience, including<br />
the use of digital booking systems, virtual<br />
consultations, and innovative treatments that<br />
incorporate advanced technologies like LED<br />
light therapy and cryotherapy.<br />
And I’m excited about trends that reflect<br />
a shift towards holistic well-being, with<br />
travelers seeking experiences that<br />
prioritize mental health, nature immersion,<br />
personalization, sustainability, and inclusivity.<br />
These developments indicate a growing<br />
awareness and prioritization of wellness in<br />
travel experiences.<br />
Roger Sholanki, CEO, Book4Time<br />
It’s no coincidence that the revenue growth of<br />
the wellness industry has been accompanied<br />
by an increased use of technology. Data<br />
is doing amazing things, providing insight<br />
into all facets of operations and highlighting<br />
new opportunities for revenue generation,<br />
from yield management and customer<br />
relationship management to segmentation<br />
and diversifying streams. I’m looking forward<br />
to seeing where this is going to take us in the<br />
next year.<br />
This astronomical growth of hospitality<br />
wellness is exhilarating, and I also can’t wait<br />
to see how hotels, resorts, and spas are<br />
harnessing this interest to expand their<br />
innovative wellness and activity offerings.<br />
We’re seeing expansions in wellness travel<br />
experiences, as hotels and resorts continue<br />
to find creative and brilliant ways to delight<br />
guests with new ideas that combine<br />
technology and innovation with traditional<br />
practices and healing modalities.<br />
Lynne McNees, President, International<br />
<strong>Spa</strong> Association<br />
After consecutive record-breaking revenue<br />
years, we are beyond excited to see the spa<br />
industry’s performance data in the 2024<br />
ISPA U.S. <strong>Spa</strong> Industry Study conducted by<br />
PricewaterhouseCoopers. Those invaluable<br />
statistics will be unveiled at the 2024 ISPA<br />
Conference in Phoenix, Arizona. The continued<br />
growth in innovative partnerships and the<br />
elevated role of spa leaders within the<br />
hospitality industry are trends that continue to<br />
push our dynamic industry forward. It is rare<br />
to have such a sizable professional community<br />
that values cohesive, strategic partnerships<br />
over competitive maneuvers. Always a good<br />
reminder that a rising tide raises all ships.<br />
25 | <strong>Spa</strong> <strong>Executive</strong>
Ingrid Middaugh, Vice President of<br />
Operations, Trilogy <strong>Spa</strong> Holdings<br />
Red Light Therapy. It’s not new, but there is<br />
more and more research that has been done<br />
to back the benefits of its use. I think the redlight<br />
tools are becoming more advanced, and<br />
results driven. Any service that has research<br />
to back up its benefits is exciting. Red light<br />
therapy is used to promote healthy aging,<br />
reduce inflammation, treat stretch marks<br />
and wrinkles and repair muscle tissues. Who<br />
doesn’t have one or two of those issues?<br />
26 | <strong>Spa</strong> <strong>Executive</strong>
Book4Time partner spotlight:<br />
Nonius Hospitality Technology<br />
Book4Time + Nonius Hospitality Technology,<br />
a collaboration that marks a significant<br />
advancement in creating a more integrated,<br />
seamless, and satisfying digital journey for<br />
guests worldwide.<br />
Nonius, a leader in guest technology<br />
solutions, offers a comprehensive suite for<br />
a contactless digital guest journey. With 18<br />
years of expertise, 16 global offices, and<br />
a 98% customer retention rate, Nonius<br />
caters to over 150 million guests annually<br />
across various hospitality sectors. Solutions<br />
are tailored for quick global deployment,<br />
serving over half a million rooms worldwide,<br />
in the most renowned hotel chains, iconic<br />
independent hotels, outdoor lodging,<br />
apartments, co-living spaces, healthcare,<br />
maritime, sport, and leisure facilities.<br />
The company’s cloud-based, turnkey solutions<br />
are widely used by major industry players like<br />
Accor, Four Seasons, Belmond, and OMNI,<br />
and focus on enhancing guest experience and<br />
27 | <strong>Spa</strong> <strong>Executive</strong><br />
operational efficiency. These include a guestfriendly<br />
mobile app, reliable internet access,<br />
cost-effective digital signage, a robust onpremise<br />
voice solution, and a unified cloud API.<br />
Nonius + Book4Time<br />
Nonius Mobile’s Activities Booking feature<br />
streamlines the booking process for guests<br />
and staff, boosting revenue, and enhancing<br />
the overall experience. Nonius has integrated<br />
this feature with Book4Time, a global leader<br />
in ancillary revenue and spa management<br />
software for the hospitality industry.<br />
With just a few taps, guests can access spa<br />
and activity offerings, diving into a world of<br />
choices, and view all availability in real time<br />
through the Hotel App. Guests can proceed<br />
with booking and online payment, and receive<br />
a confirmation email while the booking is<br />
automatically registered in the Book4Time<br />
dashboard, ensuring the spot is reserved and<br />
staff is notified. This feature simplifies and<br />
optimizes the booking process, saves time,<br />
reduces errors, and enhances the overall<br />
guest experience.<br />
This is a great improvement on the<br />
traditionally disjointed experience in which<br />
services and activities are booked separately,<br />
and is a game changer for everyone. Making<br />
the booking process easier and more intuitive<br />
also encourages guests to avail themselves of<br />
more on-site activities, wellness packages, or<br />
exclusive events, increasing hotel revenue.<br />
The partnership between Nonius and<br />
Book4Time epitomizes innovation and<br />
efficiency in the hospitality industry,<br />
significantly enhancing the guest experience<br />
with streamlined, intuitive booking processes<br />
while simultaneously boosting hotel<br />
revenue and operational effectiveness. This<br />
collaboration marks a significant advancement<br />
in creating a more integrated, seamless, and<br />
satisfying digital journey for guests worldwide.<br />
Visit noniussolutions.com
28 | <strong>Spa</strong> <strong>Executive</strong>
FOR LEADERS IN THE BUSINESS OF WELLNESS<br />
ADVERTISE WITH US<br />
CONTACT SAL CAPIZZI FOR MORE INFORMATION<br />
SCAPIZZI@SPAEXECUTIVE.COM<br />
scapizzi@book4time.com www.spaexecutive.com