Spa-Executive-March-2024

ISSUE #53 MARCH 2024
SPA EXECUTIVE
FOR LEADERS IN THE BUSINESS OF WELLNESS
THE THERMAL BATHING ISSUE
SPOTLIGHT
Jessica Meath, Executive Director of the
Hot Springs Association, on the rise of
thermal bathing
RESEARCH
Japanese onsen bathing may benefit
gut microbiota
BUSINESS
Low hanging fruit: tap the local
staycation market

PUBLISHER
Roger Sholanki
EDITOR, CREATIVE DIRECTOR
Elizabeth Bromstein
DESIGNER
Design Pickle
CONTRIBUTING EDITOR,
PRODUCTION MANAGER
Sal Capizzi
Note from the Editor
Thermal bathing has seen a surge of global interest in the last few years. The Global Wellness Institute
tagged this trend in 2022, and Spa Business did the same, covering developments in thermal bathing in
New Zealand, Australia, and the US, where, the magazine stated, the hot springs scene was “on fire.” And
this one is still growing. Thermal bathing is more popular than ever, with new spaces continuing to open
up around the world and established ones seeing their best numbers yet.
Nicholas Clayton, President of COGO Hospitality, who oversees their property, Glen Ivy Hot Springs, said
in an interview, “Our business has remained relatively buoyant, but 2023 was our best sales year to date.
We budgeted for higher sales in 2024 and are meeting those objectives.” In his interview, he talks about
wellness and the future of hot springs.
Jessica Meath, Executive Director of the The Hot Springs Association, also weighs in, in our spotlight
interview, saying, “there has definitely been a reinvigorated interest in hot springs over the past several
years. More and more people are seeking out and planning trips around hot springs as well as
incorporating them into routine wellbeing practices.”
She says, “People are interested in wellness, therapeutic, and immune boosting experiences that provide
connection with themselves, nature, and others. Hot springs provide all of those opportunities in a very
immersive way.”
In this issue of Spa Executive, we look at the history of thermal bathing and hot springs, the benefits of
bathing in Japanese onsen, what’s driving the rise in interest, and how hospitality businesses can make
the most of this trend, including offering staycations and catering to local markets.
Spa Executive
In other topics, we look at how software improves retail sales in your spa, and Sal Capizzi offers some
great ways to show appreciation for your employees that won’t break the bank.
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.
I hope the insights in this issue empower you with valuable knowledge to propel your business forward.
Warm regards,
Elizabeth Bromstein,
Editor, Spa Executive

Contents
March 2024
Issue 53
In this month’s issue:
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7
BUSINESS
How software improves retail sales in your
hotel or resort spa
ADVICE
Dear Sal, Porum, elendit lam, explabo restintis
ex exeris molor secercient officto que
THERMAL BATHING
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11
13
15
17
19
22
24
26
A BRIEF HISTORY OF
THERMAL BATHING
JAPANESE ONSEN BATHING MAY
BENEFIT GUT MICROBIOTA
GOCO’S NICHOLAS CLAYTON ON THE
FUTURE OF THE HOT SPRINGS MARKET
JESSICA MEATH, EXECUTIVE DIRECTOR OF THE
HOT SPRINGS ASSOCIATION, ON THE RISE OF
THERMAL BATHING
FEATURED PROPERTY:
The Spa at Sec-he
FEATURED PROPERTY:
Glen Ivy Hot Springs
LOW HANGING FRUIT: TAP THE LOCAL
STAYCATION MARKET
ATTRACT LOCAL CUSTOMERS TO YOUR HOTEL &
SPA, SO YOU’RE ALWAYS BUSY
BOOK4TIME LAUNCHES DAY & RESORT PASS
FEATURE TO MEET RISING DEMAND

Image by pvproductions on Freepik
How software improves retail sales in
your hotel or resort spa
Retail can contribute to a significant part of your
hotel or resort spa’s revenue, with contributions
ranging from an estimated 5% to 30%. Here’s
how software improves retail sales.
Software can play a crucial role in ensuring
the success of retail strategies and the
efficiency of processes in several ways.
Integrating advanced software solutions
can transform how spas and hotels
manage their operations, customer
experiences, and revenue streams.
Here’s how:
Retail sales can contribute to a significant
part of your hotel or resort spa’s revenue,
with contributions ranging from an
estimated 5% to 30%. This significant
variability indicates substantial growth
opportunity, particularly for those at the
lower end of this spectrum. Achieving
higher retail sales starts with a well-trained
team that is both knowledgeable about
the products and personally convinced
of their benefits – the effectiveness of a
sales strategy is profoundly influenced by
the enthusiasm of the sales team for the
products they’re selling. Employees who
have had the chance to try the products
themselves and have fallen in love with
them are far more likely to convey a genuine
enthusiasm to customers, making the sales
process both more authentic and more
successful. Do not be afraid to reach out to
vendors and ask for samples so that your
team can try out the products. They are
going to be a vendor’s biggest advocate and
your biggest sales people just by making
simple post-treatment recommendations.
The implementation of a sophisticated
spa and ancillary revenue software
system is another crucial step towards
enhancing retail sales. Software can
drastically improve operations, customer
engagement, and revenue generation. By
streamlining processes, facilitating better
inventory management, and offering
detailed insights into customer behavior,
software solutions help businesses create
more effective strategies, significantly
boost sales, and increase overall revenue.
How software improves retail sales
Data Analytics & Reporting
Start with the fundamentals; run retail
reports and see which lines and items are
selling the best and where the areas of
opportunity are. From there you will be able
to get a better understanding of how your
retail business is operating and why.
For example, if you notice one serum from
a particular line is doing really well, audit
your selection and see if you are carrying
the entire line from that vendor. When a
guest is in love with a single item, they will
probably be interested in the entire line.
This could boost your sales from a 100
dollar serum to upwards of 500 dollars
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when you factor in a cleanser, toner and
moisturizer as well.
Advanced analytics, like those found
on Book4Time’s reporting dashboards,
provide insights into sales trends, customer
preferences, and operational efficiency.
This data is crucial for making informed
decisions about retail strategy and process
improvements. Understanding broader
market trends and customer preferences
through data analysis helps you tailor retail
strategies to meet changing demand. Software
can also predict inventory needs by analyzing
sales data, and automate restocking orders,
ensuring that inventory levels are optimized
for demand.
Inventory Management
Staying on top of your inventory is crucial!
Software can automate the tracking of
available retail products, reducing the
risk of stockouts or overstocking. The
most popular products are always in
stock and you won’t overstock items that
aren’t selling. Nobody wants to hear that
a product they’ve fallen in love with is
unavailable when they want it.
Book4Time software automatically deducts
stock from your physical count when an
item is purchased through our POS system.
The software also allows you to create
and receive purchase orders and process
intercompany transfers, so you can ship
products from one hotel to another and
always know what you have on hand and
when it’s time to place an order.
Customer Relationship
Management (CRM)
There is nothing like a warm buyer who
has already had a great experience with
you, and software helps you build and
maintain the best customer relationships.
Stay in touch with customers and remind
them when it’s time to refill. Keeping notes
about purchase history and behavior
allows you to create personalized
promotions and recommendations
to enhance the guest experience and
increase retail sales – if you know what
someone enjoys and what they bought
last time, it’s easy to follow up with
recommendations. Book4Time’s note
taking function is for staff to keep records
of everything customer related and notes
can be shared across multiple properties
so staff is ready, no matter where they are.
Customer segmentation can help improve
your retail marketing by grouping people
based on their preferences and purchase
history, allowing you to create targeted
marketing campaigns. Collecting and
analyzing customer feedback through the
software helps you refine retail offerings
and improve service quality.
Ask your vendors if you can promote a
gift with purchase, like a deluxe item from
their line or a treatment add-on.
Loyalty Programs
Loyalty programs are a gold mine for
retail. These programs can offer points or
rewards for purchasing retail products,
which significantly increase retail sales
by encouraging guests to buy products
they might otherwise overlook. Providing
loyalty members with early access to new
products, special editions, or membersonly
merchandise can also boost sales and
enhance the perceived value of the loyalty
program – We got this new body oil in!
Try it! – Book4Time manages your loyalty
programs to reward repeat customers
by offering customizable rewards and
incentives, enabling businesses to create
personalized experiences that resonate
with their unique customer base,
ultimately fostering long-lasting brand
loyalty and customer satisfaction.
Sales & Revenue Management
Software that supports dynamic pricing
for both services and retail products can
maximize revenue by adjusting prices
based on demand, seasonality, and
customer behavior. Software can also
identify opportunities for cross-selling
and upselling retail products during the
booking process or throughout the guest’s
stay, increasing per-customer revenue.
Digital Marketing Integration
Integrating software with digital marketing
tools can enhance online visibility and
drive both bookings and retail sales
through social media, email marketing,
and SEO. Book4Time boasts the most
integrations in the business, working in
tandem with more than 100 systems,
including marketing automation systems
like Revinate, Clairvoyix, and Demandforce.
When it comes to indecisive guests,
Book4Time’s Shopping Cart feature allows
you to put a hold on a retail item a guest
is potentially interested in purchasing. This
allows the guest to finish looking around
or deciding if they want to make the
purchase, without adding it to their ticket.
You can also save a pending sale, allowing
guests to come back and close out their
ticket at a later time.
A streamlined POS system
All of these tips should help you get more
out of your software to improve your retail
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sales. Plus, you can save time and improve
guest experience with Book4Time’s builtin
Point of Sale system. Our streamlined
POS system is easy to use and allows you
to process multiple payment options, offer
a quicker checkout, and share receipts
via email. Clients use our POS software
for retail boutiques, golf retail shops,
spa and salon products and much more.
Guests can make purchases via cash,
room charge, loyalty points, membership
accounts, or on a credit or debit card.
Chances are we seamlessly integrate with
your current payment processor.
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Image by Freepik
Dear Sal, what are some easy ways to
show appreciation for my employees?
Sal Capizzi
Sal Capizzi, Book4Time’s VP of Marketing,
and a former Director of Spa and Wellness
at NEXUS Luxury Collection, shares his expert
insight into your reader questions.
Send your queries about managing staff,
operations, and anything else you want to
know (challenge him!) to
scapizzi@spaexecutive.com
Q. Dear Sal,
What are some easy ways to show
appreciation for my employees without
spending a lot of money?
A. Fabulous question! Times are still tight
for a lot of businesses, and you’re probably
walking a fine line between managing your
P&L and wanting to keep your staff happy so
that you can continue growing your business
without losing any members of your team.
Here are some great ways that you can show
your team appreciation without breaking the
bank or upsetting your finance team!
Verbal recognition can go a long way. How
many times have you been complimented
on a job well done or even your looks (which
is also a job well done) and walked away
thinking that was really nice of that person
to notice my hard work, and it just put you in
a better mood for the rest of the day?
The same goes for your team! Take
a moment during team meetings to
individually acknowledge and thank
employees for their hard work and
contributions. Write personalized thankyou
notes expressing your appreciation
for specific accomplishments or efforts.
Did someone pick up an extra shift? While
a client was checking out, did they call
out someone’s amazing work? Be sure to
communicate all of this to your employees!
Invest in your team within constraints!
Most times companies will have an
allocated budget for continuing education
for their staff. Make sure by the end of
the year, every dollar is well spent on your
staff that expresses interest in wanting to
continue expanding their skillset. Whether
it’s required continuing education or a new
certification, your staff will appreciate the
gesture of not having to come out of their
own pocket to invest in their career. You
will create longevity on your team if you
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and your brand continue to invest in your
team members.
Focus on WELLNESS! Your team is working
just as hard as you are. Treat them to a
complementary service at your spa. Let
them try a new service that you recently
added to the menu. Partner with the
General Manager at a local cycling studio
to see if you can work out a deal where
your team can take a class together during
off-peak hours in exchange for the GM
getting a treatment at your spa. Get creative
with your team-building activities that will
ultimately focus on their health, happiness,
and wellness!
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Image by chandlervid85 on Freepik
A brief history of thermal bathing
The growing interest in hot springs and
taking the waters continues. Let’s look at a
history of thermal bathing.
Thermal bathing has seen a surge of global
interest in the last few years. The Global
Wellness Institute tagged this growing trend
in 2022, and Spa Business did the same,
covering developments in thermal bathing in
New Zealand, Australia, and the US, where,
the magazine stated, the hot springs scene
was “on fire.” And it’s still growing.
The buoyant enthusiasm has been
attributed to an increased consumer desire
to connect with nature and other people
– probably related to the isolation of the
COVID pandemic. Bathing in hot springs and
warm pools is largely a social activity, and
many industry thought leaders predicted
that communal activities would see a surge
when restrictions were lifted.
A history of thermal bathing:
connected with the cultures &
traditions of civilizations throughout
the ages
Thermal bathing and hot springs have a
rich history connected with the cultures and
traditions of civilizations throughout the ages.
These practices date back to prehistoric
times, with evidence suggesting that early
humans used both bathhouses and natural
resources for bathing, healing, socializing,
and ritual purposes. Archaeological findings
indicate that hot springs were used by
ancient civilizations around the world,
including the Romans, Greeks, Chinese,
Japanese, and Native Americans.
Bath waters come from a variety of places,
while geothermally heated hot springs are
found in regions with volcanic activity, where
magma heats groundwater. The mineral
composition of hot springs can vary greatly
depending on the geological conditions of
the region, which can affect their purported
therapeutic properties.
Here’s an overview of the history of
thermal bathing:
Ancient Civilizations
Indus Valley Civilization (around 2500
BCE): One of the earliest evidences of public
bathing facilities is the Great Bath of Mohenjo-
Daro. This archaeological find suggests that
baths were used for ritual purification.
Ancient Egypt (around 2000 BCE):
Egyptians are said to have used thermal
baths for relaxation and cleanliness – as
cleanliness was believed at the time to
bring one closer to the Gods. The Egyptians
reportedly used volcanic caldera as tubs
and/or placed hot stones in the water to
create heat and steam.
Ancient Greece (from 500 BCE): Greeks
recognized the healing properties of hot
springs and built baths near these natural
resources. These facilities were centers
for social gatherings, athletic training, and
philosophical discussions. The historian
Herodotus (484-410 B.C.) is said to have
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een the first to take note of the curative
properties of the waters at Icaria, now
known as the most radioactive spring in
the world
among the elite, and public bathhouses
continued in some areas.
Renaissance to Early Modern Period
Ancient Rome (from 500 BCE to 476 CE):
The Romans expanded on Greek bathing
practices to develop sophisticated thermal
baths, known as thermae. The Romans
built sophisticated bath complexes, turning
them into centers of social life and leisure.
The famous Baths of Caracalla and the
Baths of Diocletian in Rome are examples
of such complexes. Romans believed in the
therapeutic properties of bathing to treat
various ailments.
Middle Ages
Byzantine Empire (330–1453 CE): The
tradition of Roman baths continued in the
Byzantine Empire, though often with more
emphasis on smaller, private baths.
Europe (14th–17th centuries CE): Public
bathing dropped off in popularity in Europe
due to the spread of plague, smallpox, and
syphilis, and the growing interest in theories of
contagion in medical circles. A resurgence came
later as places Bath, England, and Spa, Belgium
became famous for their healing waters.
18th to 19th Century
Europe and America: The age of
Enlightenment and advancements in
medical understanding increased the
popularity of thermal baths. Spa towns grew,
offering health treatments and becoming
fashionable social destinations.
20th Century to Present
Japanese Onsen (from at least 8th
century CE): The onsen, or Japanese hot
spring bath, has been an important part of
Japanese culture for centuries. These baths,
often located in scenic natural settings, are
integral to Japanese bathing culture and
have been historically significant for both
their healing properties and their role in
Japanese social life.
The development of modern medicine and
changing social norms led to a decline in
traditional thermal bathing. However, there
has been a resurgence in global interest in
natural and holistic therapies, leading to a
revival of spa culture and thermal bathing
worldwide, often blended with modern
wellness and spa treatments.
Islamic World (from 8th century CE): The
Islamic tradition of ritual cleanliness led to
the widespread construction of hammams,
or public bathhouses, which became
integral to Islamic cities for both hygiene
and socialization.
Europe (5th–15th centuries CE): After the
fall of the Roman Empire, large public baths
became less common in the West. However,
small, private baths remained popular
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Image by jcomp at Freepik.com
Japanese onsen bathing may benefit
gut microbiota
Research finds Japanese onsen bathing may
reveal some secrets to a long and healthy life.
A recent study published in the journal
Scientific Reports has found that bathing in
Japanese onsen may benefit gut microbiota.
Japan is renowned for its abundant hot
springs, known as “onsen.” These natural
thermal baths are a fundamental part of
Japanese culture, both popular among
tourists and an integral part of local
Japanese life, and are found throughout
the country, from Hokkaido in the north to
Kyushu in the south. The country is situated
along the Pacific “Ring of Fire,” leading to
the presence of numerous volcanoes and
seismic activity, which produces the natural
hot springs. Most onsen towns also offer
various accommodations, from traditional
ryokans (Japanese inns) to modern hotels.
By law, according to the Japanese Hot
Springs Act, onsen is defined as “hot
water, mineral water, and water vapor or
other gas (excluding natural gas of which
the principal component is hydrocarbon)
gushing from underground” The law states
that mineralized hot spring water that
feeds an onsen must be at least 24 °C (75
°F) originating at a depth of at least 1.5
kilometres (0.93 mi), and contain specified
amounts of minerals such as sulphur,
sodium, iron, or magnesium.
The new study, published in the journal,
Scientific Reports, investigated the effects
of bathing in different types of Japanese
hot springs on the gut microbiota of
healthy individuals. The study highlights
balneotherapy’s known benefits for various
health conditions and aims to understand
how different hot spring types affect the
gut microbiome in people without preexisting
health issues.
The research involved 127 participants
who bathed in hot springs that were
categorized into four types based on their
chemical properties: simple, chloride,
bicarbonate, and sulfur. They soaked in
the springs daily for a week and provided
fecal samples before and after the
experiment for microbiota analysis.
The study found significant microbiota
changes in individuals using bicarbonate,
simple, and sulfur springs but not in those
using chloride springs. Notably, bathing
in bicarbonate springs led to a significant
increase in Bifidobacterium bifidum,
known for its health benefits like improved
glucose tolerance and gut immunity. Other
bacteria types showed varied increases
depending on the spring type.
This research, said to be the first to explore
the impact of hot spring bathing on gut
microbiota, suggests that the mineral
properties of different springs can distinctly
alter the gut microbiome. While the study
has limitations, such as the lack of a control
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group, it paves the way for future research
to establish how these mineral properties
can target specific microbial responses and
develop improved therapies for various
health issues.
Lower levels of hypertension
Separate research has found that onsen
bathing in the evening hours is linked to
lower prevalence of hypertension in older
adults. That study, conducted by researchers
at the Onsen Therapy Research Institute and
Kyushu University’s Beppu Hospital in 2022,
was also published in Scientific Reports.
Using data from a 2011 survey of more than
11,000 Beppu residents regarding their
medical history and onsen habits. Beppu is a
town famous for its hot springs.
onsen facilities everywhere, and you can
even connect onsen to your home utilities.”
The team hypothesized that the two main
reasons for the findings of decreased
hypertension 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.
The team pulled out 4,001 individuals
with a history of hypertension and found
that those who bathed in onsen regularly
after 19:00 were roughly 15% less likely to
have hypertension. They also 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,” said
study author, Satoshi Yamasaki.
Yamasaki also said, “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 longterm
prescription medication use.”
Yamasaki said the study was “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
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GOCO’s Nicholas Clayton on the future
of the hot springs market
Nicholas Clayton, GOCO hospitality’s
president, talks about wellness and the
future of hot springs.
“Traveling for a distinct purpose, wellness tourists
are proven to spend more money and time
on-property, stay longer, return more often, and
reduce hotel seasonality. As the global wellness
economy surpasses $4.2 trillion, the rising
interest in a holistic and preventative approach
to health and wellbeing is not going away.”
GOCO Hospitality is a world-leading spa
and wellness consulting, development and
management company that specializes in
wellness communities, wellness resorts,
resort spas, urban spas, and lifestyle
centers. Headquartered in Bangkok,
Thailand, GOCO Hospitality has completed
more than 400 projects across 42 countries
and five continents. GOCO Hospitality
is known globally for its properties and
is considered a leader in the wellness
hospitality industry.
GOCO’s projects are designed with an indepth
understanding of local practices and
cultures, consumer needs, and operational
requirements by experts in wellness
hospitality development, management,
and ownership.
In addition to management and consultancy
projects, GOCO owns Glen Ivy Hot Springs,
a unique destination in California’s Riverside
County with mineral spring pools and lush
landscapes, “a hub for happiness and good
health.” Once a seasonal home to some of
America’s indigenous people, for whom the
mineral water sources had spiritual healing
powers for body, mind and spirit, Glen Ivy Hot
Springs celebrated 163 years of healing waters
and extraordinary service in 2023. Glen Ivy
serves 200,000 guests annually and features
spacious outdoor mineral pools and California’s
only therapeutic red clay mineral bath. The
spa at Glen Ivy offers an extensive menu of
treatments and therapies while the onsite
restaurant serves up delicious clean cuisine.
GOCO is also developing a world-class
wellness community on 65 acres of
adjacent land amidst established orchards
and the beautiful Santa Ana Mountains.
Nicholas Clayton is GOCO’s President. A
wellness devotee, Clayton oversees Glen Ivy
Hot Springs and business developments in
the Americas and Europe.
“We have also purchased a 70-villa resort
in Koh Samui, Thailand, that we plan to
convert into a wellness resort,” he says,
“and are hoping to confirm the acquisition
of a second resort in Bali.”
Glen Ivy has 60 treatment rooms and can
administer 300 treatments on the busiest
days. And yes, these days are busier than
ever. Asked if he has noticed a change in
the hot springs market lately, Clayton says,
yes, indeed.
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“Our business has remained relatively
buoyant, but 2023 was our best sales year
to date. We budgeted for higher sales in
2024 and are meeting those objectives.”
“I think hot springs are having a
resurgence because everybody wants
to feel like they’re doing something
about their health.”
To what does he attribute this increased
interest? “I think hot springs are having a
resurgence because everybody wants to
feel like they’re doing something about their
health. People with some discretionary
income to spend beyond just the basics of
life are thinking about wellness and want to
participate in this movement, and soaking
in mineral baths is highly social and simply
fun and easy. We’re bringing some joy to
taking better care of yourself and doing so
in a way that is social and fun.”
Eighty percent of Glen Ivy’s customers,
he says, are women. “And do you know
what they’re doing? They’re engaging
with their friends, which offers its own
therapeutic benefit.
“People are doing a lot of good when they
come here to spend time with their friends,
talk about their lives, have a spa treatment,
take a little sun, and have some laughs in the
mineral bath. We have aqua and land-based
classes here as well, everything from sound
bowls to different styles of yoga. We do full
and new moon ceremonies and try to bring
a little mysticism into the picture.”
Unlike most hotel spas, Glen Ivy’s customer
base is local.
“It’s all local. We’re within an easy drive for 22
million people. We have a unique scenario
here where you have that many people in
such close proximity. Even when we have
the hotel, we will attract more tourists, but I
think it will remain mainly domestic.”
Asked if there are challenges specific to
thermal bathing spas rather than typical
hotel spas, Clayton says instructing
customers on proper etiquette is one.
“Maintaining etiquette and proper behavior
in bathing areas, ensuring that these
standards are met can be challenging but is
essential for the overall experience. We aim
to balance instructing our customers on the
best practices while allowing them personal
freedom during their visit.
He also says, “Educating the customer about
the benefits and optimization methods. For
instance, we offer a regenerative bathing
circuit designed as a six or seven-step
process for maximizing the benefits of
soaking in thermal waters. The sequence,
based on our research, offers the most
value. However, customers often follow
their preferences and deviate from the
recommended path. So, we face the
challenge of guiding customers effectively
while respecting their individual choices.”
Plans for Glen Ivy’s future development loom
large and are quite exciting. Among them
are the addition of more soaking offerings,
additional food and beverage concepts, and
more luxurious locker rooms.
“We are planning a new arrival and treatment
building and we just finished a million dollar
renovation of our esthetician treatment
rooms. We are planning to do the same on
the massage side.” The hotel, meanwhile,
while still “probably five plus years down the
road,” is envisioned as a boutique offering
with about a hundred rooms.
Do hot springs have a bright future? Again,
if you ask Clayton, the answer is yes.
“I think there is a bright future. We’re seeing
large thermal bathing spas being developed
with technology, heating water that has
been mineralized or supplemented,
versus having an actual ground source of
mineral rich water. People will always be
more drawn to natural hot springs, but
if people are creating hot springs where
there isn’t a natural spring, that tells you
that there’s demand worth investment.
This underscores that there’s new money
coming into this niche market and creating
more opportunities for people to enjoy this
kind of passive wellness.”
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Jessica Meath, Executive Director of the Hot
Springs Association, on the rise of thermal bathing
The Hot Springs Association’s Executive Director,
Jessica Meath, talk about the rise of thermal
bathing culture and what’s behind it.
The Hot Springs Association is a non-profit
trade organization for hot springs owners
and operators with a mission to unify
and elevate the hot springs resort and
spa industry worldwide. The Association
fosters a collaborative community through
networking, guidance, and advocacy for
water stewardship, best practices, and
excellence in wellbeing experiences. Creating
connections to experts, tools, and individuals
with similar experience ensures streamlined
and sustainable success for members, their
communities, and the industry.
Jessica Meath was appointed the Hot
Springs Association’s Executive Director in
October 2023.
experience and leadership skills uniquely
position her to guide the organization into
its next phase of growth.
We spoke with Jessica Meath about the
Association, the rise in interest in thermal
bathing, and the benefits of taking the waters.
What trends are you observing in
the popularity of thermal bathing
in recent years? Has there been an
increase in popularity?
Yes, there has definitely been a reinvigorated
interest in hot springs over the past several
years. More and more people are seeking
out and planning trips around hot springs
as well as incorporating them into routine
wellbeing practices.
What do you think is driving this?
experiences that provide connection with
themselves, nature, and others. Hot springs
provide all of those opportunities in a very
immersive way. They also tie into other
popular wellness practices like contrast
therapy. Many facilities are installing cold
plunges to complement the hot water along
with other diverse wellness offerings.
How do you see the role of hot springs
evolving in the broader wellness
tourism and hospitality industry?
Many hot spring properties are
incorporating additional wellness offerings
on site such as aqua yoga and sound
therapy. As well as guided experiences to
maximize the health benefits of hot springs,
including sleep programs.
With an extensive background in the hot
springs industry, Ms. Meath’s depth of
People are interested in wellness,
therapeutic, and immune boosting
15 | Spa Executive

What are the key health benefits of
thermal bathing that you think should
be communicated more widely?
Though there is a large list of specific health
benefits, perhaps the key take away is the
value of the overall well being experience.
The surrounding environment, variations
of unique mineral compositions and
how often you soak can all be factors in
receiving benefits from hot springs. These
all contribute to why we simply feel so much
better after soaking.
Are there any challenges currently
facing the hot springs industry, and how
are they being addressed?
Primitive hot springs are seeing a
direct impact from overuse. Many have
implemented a permitting system, and when
management is not available some have
been forced to shut down to public use.
Developed and well managed hot springs
sites allow people to soak safely
and sustainably.
Can you discuss the economic
impact of hot springs tourism on
local communities?
where location, information, and education
streamline the search for your next hot
springs visit through mapping, tailored search
features and inspirational content.
Can you share insights on how different
cultures around the world embrace and
interpret thermal bathing?
There is a deep history of bathing in every
culture rich in geothermal mineral water.
Many are rooted in spiritual and health
practices. In Japan, for example, onsens are
revered for their therapeutic properties and
spiritual significance. It is a daily practice
for many to take the waters. In Europe
balneology, the study of therapeutic bathing
and medicinal springs, is so widely recognized
that doctors often prescribe soaking at hot
springs resorts, and costs can be covered by
health insurance.
The historical and traditional utilization of
hot springs in the U.S. encompassed aspects
of health, wellness, and sacred significance.
While recreation has dominated the focus in
recent decades, there is now a resurgence
in acknowledging and embracing the
traditional use of hot springs for enhancing
health and well-being.
Hot springs continue to be one of the most
popular search terms when it comes to
travel and wellness. Since they are enjoyable
year-round they are an excellent attraction
for communities because they provide
sustained visitation regardless of the season.
How do you see technology playing a
role in the future of thermal bathing
and wellness travel?
With information being so accessible and
easily shared in this digital era, technology
can play a role in planning and education. The
site HotSpringsofAmerica.com is an example
16 | Spa Executive

Featured property:
The Spa at Séc-he
The Spa at Séc-he is a one-of-a-kind wellness
destination atop the sacred Agua Caliente
Hot Mineral Spring, adjacent to Agua
Caliente Casino.
The Spa at Séc-he is a state-of-the-art
73,000-square-foot luxury spa complex
offering one-of-a-kind treatments and cuttingedge
therapies at the Agua Caliente Cultural
Plaza in downtown Palm Springs, CA. The spa
was officially opened in spring of 2023 by the
Agua Caliente Band of Cahuilla Indians and
was named the #1 Spa in the United States
by Top 100 Spas of 2023 in the same year.
This one-of-a-kind wellness destination sits
atop the sacred Agua Caliente Hot Mineral
Spring, adjacent to Agua Caliente Casino.
The new Agua Caliente Cultural Plaza
features the Agua Caliente Cultural
Museum, a Gathering Plaza, gardens, an
Oasis Trail, and the Spa at Séc-he. The
hot spring serves as the focal point for
the development and the center draws
upon the rich history of experiencing
the healing mineral water and the word
"Séc-he" translates to “the sound of boiling
water.” The water from the Mineral Spring
is estimated to be more than 12,000 years
old and is unique in its mineral make-up,
which has not been found anywhere else
in the world. The Tribe has shared the
healing water with visitors for more than
120 years, and the spring was the first
tourist attraction in Palm Springs.
“The opening of The Spa at Séc-he is
a milestone our Tribe will not soon
forget, and will pass down through the
generations,” said Chairman Reid D.
Milanovich of the Agua Caliente Band of
Cahuilla Indians. “We are honored to share
some of our most precious rituals with the
world. While an emphasis on healing
helped our Tribe thrive throughout the
years, so has the connection to the body,
mind and spirit – all things you will be
enveloped in at The Spa at Séc-he.”
Owned by the Agua Caliente Band of
Cahuilla Indians and operated by Agua
Caliente Casinos, the global spa destination
offers a luxurious and robust selection of
treatments using local botanicals and hightech
equipment. flotation, cryotherapy, and
signature offerings like Water Cupping
Massages are available.
“We have carefully and strategically crafted
our spa menu to offer something for
everyone, using only the highest quality
products and technologies expected of a
world-class spa destination,” said Daniel
Spencer, Spa Director at Agua Caliente
Casinos/The Spa at Séc-he, in a statement.
There are 22 private mineral baths, a stateof-the-art
fitness room, men’s and
women’s locker areas with aromatherapy
showers, eucalyptus steam room, menthol
inhalation saunas with cold experience
showers, men’s and women’s indoor and
outdoor lounges, relaxation areas with
17 | Spa Executive

vibrational loungers, grounded tranquility
rooms with zero-gravity conductive chairs,
halotherapy salt caves, a full-service salon
with scalp treatment beds, and a resortstyle
pool deck with a waterfall pool, zeroedge
mineral pool, whirlpools, cabanas,
and daybeds. Málmal Café at The Spa at
Séc-he and Pál Bar at The Spa at Séc-he
offer indoor and poolside Mediterraneaninspired
cuisine.
Stand out menu items include:
WATER CUPPING MASSAGE
“This unique gentle release cupping massage
has powerful results and functions on the same
effects as myofascial work. For an enhanced,
one-of-kind experience, the massage is
performed on our waterbed treatment table.
While floating on warmed water pillows, a
cupping technique massage over the body
gently pulls and loosens soft tissue and muscle
tension encouraging blood flow, cell repair, and
a general feeling of well-being.”
CBD PHYTOMEDICINE MASSAGE
“Experience the Botanical power of pure CBD
infused oils, healing balms and tinctures to
infuse your body from the inside and out
for a deep state of relaxation. This blended
melody is designed to relieve stress and melt
away muscular aches from scalp to sole. The
treatment begins with a CBD infused tincture,
followed with a balm application on areas of
concern. A botanical rich infused foot scrub and
heated gemstone massage offers phytotherapy
at its best.”
18 | Spa Executive

Featured property:
Glen Ivy Hot Springs
Glen Ivy Hot Springs is a space where guests
are invited to connect with themselves and
the world around them.
Glen Ivy Hot Springs is a day-use wellness
retreat in the scenic Temescal Valley near
Corona, CA. With gorgeous outdoor pools
and a year-round temperate climate, Glen
Ivy is a space where guests are invited to
connect with themselves and the world
around them.
The first commercial use of the mineral
springs can be traced to 1860, and in the
more than 160 years since, Glen Ivy Hot
Springs has attracted people who seek the
pleasures of nature, water, wellness and
community. The facility, owned and operated
by the wellness experts at COGO Hospitality,
welcomes almost 200,000 guests a year
and employs more than 275 people. GOCO
Hospitality is a leading international wellness
hospitality development and management
company, operating in more than 20
countries with iconic brands like MGM, The
Ritz-Carlton, Marriott, Wynn, Viceroy, Emaar,
and Starwood.
The Spa at Glen Ivy
Spanning a dozen acres of lush gardens,
the spa at Glen Ivy features springs rich in
sulfur, calcium, magnesium, sodium, and
potassium. You’ll find a lounge pool, saline
pool, hot & cold plunge pools, a lap pool,
vista pool, North South pools, and Roman
baths. The spa also offers an array of body,
facial, and nail treatments, and is the home of
California’s only therapeutic red clay mineral
bath, Club Mud. This experience combines
the benefits of geothermal mineral water
with local red clay mud. Clay is a great skin
exfoliator, believed to detoxify and draw out
impurities from the body.
“Immerse yourself in our spring water mud
pool and slather your wet skin with fistfuls of
California red clay. The mud blends into a silky
soft paste with our mineral water. Let the mud
dry by baking in the sun or in our warm ‘Wafa’
cave. Simply wash off the dried mud when it
becomes loose and flakey on your skin, and
presto: baby-soft skin. Built in 2002, Club Mud
is open all day for your enjoyment.”
Another experience is The Grotto, in
which guests are invited to descend into a
subterranean cave to be painted neck-to-toe
with a warm aloe vera, coconut oil, eucalyptus,
shea butter, and lavender masque.
“Warm your body in the gently heated cavern
as this silky formula soaks further into your skin
as your body heats and your pores open. When
you’re ready, step into the next room to rinse
off under cascading water before moving into
the final, cooler grotto to relax with tea, water
and fruit.”
In the Ivy Kitchen, guests enjoy healthy
cuisine prepared by the Executive Chef.
19 | Spa Executive

GOCO Hospitality is also developing a
world-class wellness community on 65 acres
of adjacent land amidst established orchards
and the beautiful Santa Ana Mountains. The
hotel will have approximately 100 rooms and
plans are to open in the next few years.
20 | 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!
21 | Spa Executive

Image by mrsiraphol on Freepik
Low hanging fruit: tap the local
staycation market
Tapping into the staycation market is a
key revenue driving strategy for hotels and
resorts. Here are some reasons why.
In recent years, the travel industry has
witnessed a notable shift in consumer
preferences and staycations have seen a rise
in popularity. Hoteliers should be harnessing
the opportunity to cater to this growing
market and create exceptional staycation
packages that resonate with guests.
The definition of a “staycation” varies
depending on who you ask. For some, it
means taking time off work and staying at
home, while for others it means booking a
hotel and sightseeing or being a tourist in
your home city. For others still, particularly in
the UK, the term is used to refer to domestic
tourism, traveling within your home country
instead of abroad. Here we’re using it to
refer to local travel, be it day trips or booking
a hotel or resort within or close to one’s
home city.
Staycations gained popularity during the
COVID-19 pandemic for several reasons that
include global travel restrictions and safety
concerns. Even when travel opened up again,
many people still felt safer staying near home
rather than venturing into crowded airports
and sitting for hours on planes crammed with
people. Since then, they’ve remained popular
for several reasons that include cost and
time considerations.
Tapping into this market is a key revenue
driving strategy for hotels and resorts. Here
are some reasons why:
Stay afloat during disruption: Local
staycationing guests can keep a business
afloat during economic global disruption –
and if the pandemic taught us anything it’s
that you can’t predict disruption (that’s what
makes it disruptive). Building a local customer
base now can help ensure a continuing
stream of guests in the event of a tourism
slowdown to your area.
Consistent revenue streams: Local
guests will also keep your hotel and its
ancillary revenue departments busy during
off seasons and downtimes. Staycations
provide a dependable and year-round source
of revenue for hotels. Unlike traditional
vacations that often have seasonal peaks,
staycations are popular throughout the year.
Marketing your rooms and ancillary revenue
departments, like spa or day passes, to locals
provides a steady flow of bookings to help
hotels maintain a stable income, making it
easier to plan and manage finances.
Reduced marketing costs: Marketing
staycations can be more cost-effective
compared to targeting out-of-town travelers.
Since staycationers are local residents,
hotels can focus advertising efforts on local
channels, social media, and partnerships with
nearby businesses. This targeted approach
often requires fewer resources and yields a
good return on investment.
22 | Spa Executive

Repeat business: Offering attractive
staycation packages, experiences, and day
passes, can help build customer loyalty
among local residents. Satisfied staycationers
are more likely to return for future getaways
or recommend the hotel to friends and
family. This repeat business can significantly
boost a hotel’s long-term revenue.
Upselling opportunities: Staycations
create opportunities for hotels to upsell
various services and amenities. Guests who
are staying close to home may be more
inclined to indulge in spa treatments, dining,
room upgrades, and other extras – in many
cases because the thousands of dollars they
saved by not flying leaves them with more to
spend. Hotels can tailor packages to include
these add-ons, increasing average revenue
per guest.
Increased F&B revenue: Food and
beverage revenue is a significant income
source and staycationers often dine
at the hotel’s restaurants or order room
service. Offering unique dining experiences,
themed menus, or special promotions
can drive additional revenue from guests
who are looking to enjoy a complete
staycation experience.
Enhanced reputation: A strong local
customer base can contribute to a hotel’s
reputation in the community, which can
extend globally. Positive word-of-mouth
reviews and user generated social media
posts from satisfied staycationers can lead
to increased bookings from both locals and
out-of-town travelers, further solidifying
revenue streams.
By crafting appealing staycation packages
and delivering exceptional guest experiences,
hotels boost short-term revenue while
building a loyal customer base that supports
long-term success.
Book4Time’s Day & Resort Passes
To support the increasing number of luxury
hotels & resorts tapping into the staycation
market, Book4Time now offers Day & Resort
Passes. This latest update empowers clients
to set precise metered-entry periods and
guest-type capacity limits, as well as generate
packages to create and sell staycation
offerings. Hoteliers can use the Book4Time
platform to market and sell packages that
include items like spa services, pool/beach
access, cabana rental, and food & beverage
enhancements. These cutting-edge features
are built into Book4Time’s existing suite,
preserving its out-of-the-box functionalities,
including spa scheduling, yield management
& dynamic pricing, inventory management,
and a robust point-of-sale system, offering a
single all-in-one platform to manage all nonroom
inventory. Day & Resort Passes are also
now available to the nordic and thermal/hot
springs spa market.
Book4Time invites spa and wellness
professionals to explore the enhanced
capabilities of this latest release, setting a
new standard for operational efficiency and
customer satisfaction.
Staycations are a highly effective revenue
driver for hotels due to their year-round
demand, cost-effective marketing, potential
for repeat business, and upsell opportunities.
23 | Spa Executive

Attract local customers to your hotel & spa,
so you’re always busy
Attract local customers to keep your hotel
spa busy during downtimes and off seasons.
Here’s how.
Running a hotel, resort, and/or spa? Ignore
the local market at your peril.
Marketing to local customers is essential,
particularly for filling off-peak times and
building a loyal customer base. This can
be especially important during times of
global uncertainty, like economic downturns
and pandemics – which we hope are not
frequent but have learned can be shockingly
disruptive. Local patrons can help maintain
steady occupancy and revenue during slower
seasons, and are more likely to become
repeat customers. Locals can also provide
valuable word-of-mouth marketing to visiting
friends and family as well as other locals, an
effective and cost-efficient form of advertising
is effective and cost-efficient.
Engaging with the local community
strengthens relationships, encourages local
partnerships, and can help you attract talent,
an often rare commodity. Who better to point
you towards job seekers than the people who
know and trust them?
Attract local customers to keep the
spa busy during slow periods
Luxury spa consultant, Irisha Steele, once
said in an interview with Spa Executive,
“Don’t forget about your locals. Connecting
and marketing to the local community is
important. As a former spa director, I made it
a point to attend local events, volunteer, and
offer local discounts to encourage community
engagement. I understood the importance
of keeping the spa busy during slow periods,
and engaging with the local community was a
great way to achieve that.”
Hotels, resorts, and spas can employ various
strategies to reach and attract local markets.
Among them:
Local SEO & Online Listings: Optimize
for local search by ensuring the business is
listed on sites like Google My Business and
TripAdvisor. Use local keywords and phrases
in the website’s content to appear in local
search results. You can learn to find local
keywords in this SEMRush guide: https://www.
semrush.com/blog/local-keyword-research/
Social Media Marketing: Utilize social
media platforms to target local audiences.
Use location-based hashtags, post about local
events, and run targeted ads to reach people
in the nearby area. Learn more about social
media marketing here. LINK TO OUR PIECE
Partnerships & Collaborations: Partner
with local businesses, tourist attractions,
or community organizations to create
package deals, cross-promotions, or
24 | Spa Executive

sponsored events that draw
local attention.
discounts, or exclusive benefits for
frequent visits.
Local Events & Workshops: Host events,
workshops, or classes that cater to the local
community’s interests. Host VIP events for
locals to try your new spa products or test
out a new treatment, or take a wellness
workshop or cooking classes at a resort. Host
stargazing nights in summer and campfire
cocktail hour in winter.
Special Offers & Packages: Create special
promotions or packages specifically for
local residents. This can include discounts,
special rates for off-peak times and slow
tourist seasons, or added-value packages
with extra services.
Community Engagement: Participate
in community events, sponsor local sports
teams, or engage in local charity work.
This helps build a positive brand image
and connects the business with the
local community.
Day Passes: To cater to those wanting to
visit for the day, make it easy to purchase a
day pass for locals to take advantage of your
pool, gym, steam room, and other amenities.
Create day packages for guests that may
include food, beverages, spa services or
other items, but rather than making use of
your facilities dependent on the purchase of a
massage or other spa service, offer them the
option to use them as a standalone.
Hoteliers can use the Book4Time platform
and Book4Time’s Day Pass to market and sell
packages that include items like spa services,
pool/beach access, cabana rental, and food
& beverage enhancements. Day & Resort
Passes are now available to hotels and
also to the nordic and thermal/hot springs
spa market.
Email Marketing: Build a local email list and
send out newsletters or offers tailored to the
local market. Segment the email list based on
location to ensure content is relevant.
Local PR & Media: Get featured in local
newspapers, magazines, radio, or TV
channels. Press releases or stories about the
business’s involvement in the community or
special local events can increase visibility.
Feedback & Reviews: Encourage local
customers to leave reviews online. Positive
reviews can enhance the business’s local
reputation and attract more local visitors.
Loyalty Programs: Create a loyalty
program that encourages local residents
to visit repeatedly. Offer rewards,
25 | Spa Executive

Book4Time launches Day & Resort Pass
feature to meet rising demand
Book4Time announces the launch of Day &
Resort Passes on its award-winning platform
With an increasing number of luxury hotels &
resorts offering Day & Resort Passes to drive
staycation business, Book4Time, the leader
in innovative spa and wellness solutions, is
thrilled to announce the launch of Day &
Resort Passes on its award-winning platform.
Hot on the heels of winning HotelTechReport.
com’s 2024 award for Best Spa Management
Software, this latest update empowers clients
to set precise metered entry periods, guest
type capacity limits, and to create packages,
so that hotels and resorts can easily design
and sell staycation offerings that include
things such as pool/beach access, cabana
and daybed reservations, along with spa &
food and beverage enhancements. Notably,
these cutting-edge features are built into
Book4Time’s existing suite, preserving its
out-of-the-box functionalities, including spa
scheduling, yield management & dynamic
pricing, inventory management, and a robust
point-of-sale system, enabling properties to
use a single all-in-one platform to manage all
non-room inventory.
Driving staycation business & serving
the nordic and thermal/hot springs
spa market
In addition to enabling hoteliers to drive
staycation business, this new functionality
will also enable Book4Time to bring its
advanced spa & wellness capabilities to
serve the nordic and thermal/hot springs
spa market. According to the Global
Wellness Institute, nordic and thermal spas
are the fastest growing segment within the
wellness industry, projected
“With hotel revenue managers looking at
creative ways to drive total revenue, we’re
excited to enable this new functionality
for day and resort passes. As an example,
hoteliers can now use the Book4Time
platform to market and sell amazing
staycation packages complete with a cabana
rental, spa services as well as bottle service.
We’re also excited about being able to take
our spa management capabilities into the
Nordic and Thermal Spa market. Nordic
Spas, where guests cycle between hot and
cold pools, saunas and steam rooms, have
become hugely popular here in Toronto and
globally and there’s nothing today that is
purpose-built for the market – there’s a big
gap in the marketplace that we’re aiming to
fill.” says Roger Sholanki, CEO at Book4Time.
Book4Time invites spa and wellness
professionals to explore the enhanced
capabilities of this latest release, setting a
new standard for operational efficiency and
customer satisfaction.
26 | Spa Executive

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