Spa_Executive_April_2024

ISSUE #54 APRIL 2024
SPA EXECUTIVE
FOR LEADERS IN THE BUSINESS OF WELLNESS
THE GUEST EXPERIENCE ISSUE
SPOTLIGHT
Iberostar’s Daniela Pranjic on guest
experience & sustainability in the
resort industry
FEATURE
What makes the best guest experience
according to 12 top industry experts
MANAGEMENT
Why your employee experience matters
as much as your guest experience

PUBLISHER
Roger Sholanki
EDITOR, CREATIVE DIRECTOR
Elizabeth Bromstein
DESIGNER
Design Pickle
CONTRIBUTING EDITOR,
PRODUCTION MANAGER
Sal Capizzi
Note from the Publisher
Dear Readers,
Our focus this month centers on an element crucial to any business in the wellness industry:
the guest experience. This issue of Spa Executive is dedicated to what creates truly
memorable encounters for our guests – from setting to service – and leaves a lasting
impression.
In the spotlight this month is Daniela Pranjic from Iberostar, who talks about balancing
sustainability with guest satisfaction in the resort industry, a nod to the evolving demands of
travelers seeking both relaxation and responsible engagement with their environments.
Our feature article, "What Makes the Best Guest Experience?" compiles expertise from 12
top industry leaders sharing a collective wisdom that underscores a universal truth:
exceptional guest experiences hinge on personalized, thoughtful interactions. Whether
through cutting-edge technology or more traditional means, the goal is always to exceed
expectations and foster memorable stays.
On the management front, we delve into why employee experience is as important as your
guest experience, and how that positive feedback loop benefits your business, we celebrate
the introduction of the MICHELIN Hotel Keys, a new benchmark for luxury accommodations
worldwide, and we explore the significant role software solutions like Book4Time play in
streamlining operations and enhancing both guest and employee experiences. These tools
are not just about efficiency; they're about creating opportunities for staff to focus more on
what truly matters—the guest.
Thank you for your continued engagement with Spa Executive. I hope the insights in this
issue empower you with valuable knowledge to propel your business forward.
Warm regards,
Roger Sholanki,
CEO
Book4Time
Spa Executive
Spa Executive is Book4Time’s
magazine for leaders in the
business of wellness. News,
views, and interviews for those
who want to attract top talent,
increase customer retention,
and offer the best possible
guest experience.

Contents
April 2024
Issue 54
In this month’s issue:
4
6
NEWS
189 hotels in France are the first to be awarded
MICHELIN Hotel Keys
NEWS
Beverly Wilshire introduces live beam
holograms into guest rooms
GUEST EXPERIENCE
7
9
13
15
17
20
22
30 TRAVEL + WELLNESS GUEST EXPERIENCE
STATISTICS FOR 2024
WHAT MAKES THE BEST GUEST EXPERIENCE
ACCORDING TO 12 TOP INDUSTRY EXPERTS
WHY YOUR EMPLOYEE EXPERIENCE MATTERS
AS MUCH AS GUEST EXPERIENCE
HOW SOFTWARE IMPROVES GUEST
EXPERIENCE IN YOUR HOTEL, RESORT & SPA
SPOTLIGHT
Iberostar’s Daniela Pranjic on guest
experience & sustainability in the resort industry
FEATURED PROPERTY
The St. Regis Chicago
PARTNER SPOTLIGHT
Exceed traveler expectations with
INTELITY + Book4Time

The Four Seasons Paris: Georges V has been awarded Three MICHELIN Hotel Keys by the MICHELIN Guide
189 hotels in France are the first to be
awarded MICHELIN Hotel Keys
The new distinction awards MICHELIN Hotel
Keys to hotels with rankings, like the MICHELIN
restaurant star system.
On April 8, 2024, the MICHELIN Guide
revealed a new list of One, Two, and Three
Key distinctions for what it has determined
are the best hotels in France. The new Key
distinction is designed to award MICHELIN
Guide hotels with rankings, like the
MICHELIN restaurant star system.
This announcement comes four years into a
comprehensive refresh of MICHELIN’s hotel
selection, which includes more than 5,000
hotels around the world in 120 countries.
Over the last four years, MICHELIN’s
selection team of independent experts has
vetted these remarkable hotels for inclusion
in the collection.
“Each has been selected for its remarkable
quality. Out of these thousands of hotels,
those offering the most outstanding stays
will be awarded the special MICHELIN
Key distinction.”
According to MICHELIN, the chosen hotels
are selections that “significantly add to
your experience as a traveler, each vetted
and judged excellent in five categories:
architecture and interior design, quality and
consistency of service, overall personality
and character, value for the price, and
a significant contribution to the guest
experience in a particular setting.”
The hotels don’t just fulfill the criteria, but are
“the best of the best in all categories.”
“There are lively hotels and quiet hotels.
Hotels in metropolises and hotels in the
middle of nowhere. Hotels at the leading
edge of modern design and hotels that
celebrate the achievements of the past.
There are castles, hostels, tents, and ryokans,
places with two hundred rooms atop a city
skyscraper, and with two rooms tucked inside
an ancient watchtower.”
The guide has awarded 189 hotels in
France with Keys, including 24 Three Key
hotels, 38 Two Key hotels, and 127 One
Key hotels.
The MICHELIN Hotel Keys will soon be
announced for hotels in other locations,
including the United States (Atlanta,
California, Chicago, Colorado, Florida, New
York, Washington DC) on April 24, in Spain
on April 29, in Italy on May 7, and in Tokyo
on July 4, 2024. Other destinations will
follow throughout the year, according
to Forbes.
MICHELIN’s 24 Three Key hotels
in France:
Antibes: Hôtel du Cap-Eden-Roc
Bordeaux: Les Sources de Caudalie
Champillon: Le Royal Champagne
Courchevel: Cheval Blanc Courchevel
Courchevel: Le K2 Palace
Gordes: La Bastide de Gordes
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Le Castellet: Hôtel du Castellet
Le Puy-Sainte-Réparade: Villa La Coste
Les Baux-de-Provence: Baumanière
Megève: Four Seasons Megeve
Monte-Carlo: Hôtel de
Paris Monte-Carlo
Paris: Villeroy
Paris: La Réserve Paris
Paris: Saint James Paris
Paris: Four Seasons George V
Paris: Cheval Blanc Paris
Paris: Ritz Paris
Paris: Le Bristol Paris
Paris: Le Meurice
Paris: Plaza Athénée
Reims: Domaine Les Crayères
Saint Tropez: La Reserve Ramatuelle
Saint-Jean-Cap-Ferrat: Grand Hôtel
du Cap-Ferrat
Versailles: Airelles Château de
Versailles, Le Grand Contrôle
For the full list of 189 hotels awarded
MICHELIN Keys click here.
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Beverly Wilshire introduces live beam
holograms into guest rooms
This Beverly Wilshire is the first in the industry
to incorporate hologram technology into the
guest room.
Four Seasons’ Beverly Wilshire is
transforming the luxury travel experience by
incorporating hologram technology into the
Hotel’s Penthouse and Presidential Suites.
The Wilshire is the first in the industry to
incorporate such technology into the guest
room, according to a media release.
The Proto M is a portable, tabletop
holographic communications device from
Los Angeles-based Proto, the world’s first
holographic communications platform.
The device allows the Hotel’s dedicated
Guest Experience team to live beam directly
into rooms.
beaming via hologram into their room,” says
Director of Guest Experience Serge Sturbois.
The portal device is designed to work from
wherever guests want to connect, be it the
comfort of the Penthouse’s state-of-theart
media room, while enjoying breakfast
in the Beverly Presidential’s dining room,
or relaxing in the Wilshire Presidential’s
spacious living room.
Guests schedule a time for a team member
to live beam into their room for real-time
interactions to discuss daily plans, suite
features, and more. This technology, already
utilized by leading corporations, educational
institutions, and Hollywood studios, is said
to significantly enhance communication over
traditional flat-screen video solutions.
“That’s why so many guests stay with us.
They know we provide our guests with
the latest in technology, experiences and
design,” says Reed Kandalaft, Regional
Vice President and General Manager.
“Introducing The M is yet another
way we continue to pioneer in this
ever-evolving landscape.”
“We are elated to provide our guests with
yet another way to communicate with us.
Based on the guest preference, we can
communicate in person, through Four
Seasons Chat, text, a call and now by
Beverly Wilshire has a storied history,
including one of innovation, continuing
to offer new technologies to discerning
guests and ensuring a memorable and
exceptional experience.
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GUEST EXPERIENCE
Image by freepik
30 travel + wellness guest experience
statistics for 2024
Guest experience is obviously key to
hospitality success and the hospitality
industry is ever changing, so keeping on top
of the latest trends and statistics is key to
enhancing guest experience. Exceptional
guest experiences win awards and make
industry leaders.
Consumer preferences are evolving as
technology advances, and we have to adapt
to keep ahead of the competition. When
people are happy with a brand experience,
they remain loyal and tell others about it.
When they are unhappy, they move on – and
tell others about it.
We’ve gathered some important guest
experience statistics for 2024 to help you
shape your operational strategies to create
those exquisite experiences.
Travel & Hospitality Statistics
67% of consumers are projected to make
their travel bookings online in 2024.
Millennials (aged 30-44) make up the
largest portion of “Wellness Worshippers,
Leisure Seekers, Luxury Seekers, and
Digital Travelers.”
Luxury Seekers are most commonly
found in countries across the Middle East
and Asia Pacific, while Eco-Adventurers
tend to be prevalent in both Asia Pacific
and Europe. Cultural Explorers are
predominantly found in Europe.
There is a projected 15% growth in sales
of sports tourism packages through
travel intermediaries from 2023 to
2024. – Euromonitor
73% of travelers want to perform actions
like booking reservations, checking in,
and ordering room service on their
smartphones.- Hotel Tech Report/Oracle
International wellness tourists on average
spent 41% more per trip than the typical
international tourist in 2022.
Domestic wellness tourists spent 175%
more per trip than the average domestic
tourist in 2022.- GWI
40% of hotel guests are likely to write a
review after a positive experience.
48% of hotel guests are likely to write
a review after a negative experience. –
Review Trackers
76% of global travelers appreciate travel
apps that reduce the friction and stress
of travel. – Hilton
Wellness Statistics
The global wellness market is now worth
US$1.8 trillion (McKinsey)
Around 50% of gym-goers say fitness is a
core part of their identity
56% of US Gen Z consumers surveyed
considered fitness a “very high
priority” (compared with 40% of overall
US consumers).
87% of Chinese consumers consider
wellness a top or important priority in
their lives, compared to 82% in the US
and 73% in the UK
Around 20% of UK consumers and 30%
of US and Chinese consumers are looking
for personalized products and services
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that use biometric data to provide
recommendations.
58% of US respondents are prioritizing
wellness more now than they did a
year ago.
60% of US consumers are currently trying
to lose weight.
More than 60% of consumers say it
is “very” or “extremely” important to
purchase products or services that help
with healthy aging and longevity.
37% of US consumers want additional
sleep and mindfulness products and
services to address issues
like cognitive functioning, stress, and
anxiety management.
More than 80% of consumers in China,
the UK, and the US say gut health is
important, and more than 50%
anticipate making it a higher priority in
the next two to three years.
62% of retail customers agree retailers
could do more to make interactions feel
more personal. – Medallia
72% of luxury consumers have
personalization at the top of their list of
things they’d like to see when dealing
with brands. – BCG
92% of businesses are using AI to power
their personalization strategy. – Twilio
62% of leaders cite improved customer
retention as a benefit of personalization
strategies. – Segment
Source: McKinsey’s latest Future of Wellness
survey. Researchers questioned 5,000
consumers across China, the UK and the US
in August 2023.
61% of consumers are likely to spend
more with companies that offer a
customized experience.
Customers rating the level of
personalization 9 or 10 on a scale of 0 to
10 are far more likely to rate their overall
satisfaction very high.
Roughly 75% of customers say their last
interaction had a low to moderate level
of personalization.
Only about 25% report experiencing the
highest levels of personalization.
Hotel guests report higher levels of
personalization if they are members of
a loyalty program, have stayed with the
brand before, or stay for multiple nights.
63% agree that the experience at
some hotels feels far more personal
than others.
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GUEST EXPERIENCE
What makes the best guest experience
according to 12 top industry experts
“We went back through some of our interviews
with the top hospitality and spa industry
experts over the past two years to see what
they had to say about “what makes the best
guest experience”
In luxury spas, hotels, and resorts, the
difference between a good guest experience
and an unforgettable one is in the details.
From the atmosphere and treatment menu
to service quality and unique personal
touches that make customers feel valued and
special, there is no one single element that
makes that exquisite guest experience.
It’s everything.
At Spa Executive and Book4Time, we have
had the opportunity to gather insights from
leaders at the top luxury hotel & resort spa
brands in the world – and asked a great many
of them about what makes the best guest
and wellness experiences. The comments
here uncover the core elements that elevate
a guest’s stay from standard to exceptional,
highlighting the innovative approaches and
meticulous attention to detail that define
luxury in the hospitality industry.
Here’s what they had to say:
What makes the best guest and
wellness experiences, according to
the best of the best.
Tailored experiences &
emotional connections
Niamh O’Connell,
Vice President of
Wellbeing, Jumeirah
To create an exceptional guest experience,
it’s important to understand the demographic
of your guests and tailor your offering to
their personalized needs and requirements.
Before implementing any touchpoints, I will
always take a customer-centric approach in
the ideation process, to determine how each
one elevates the guest’s sense of wellbeing.
Ultimately, if a guest does not resonate with
a touchpoint on an emotional level, it is a
missed opportunity to connect with them.
It is also essential to consider the local
context of each spa and wellness facility, as
incorporating touchpoints which reflect the
location and clientele is essential to delivering
an outstanding guest experience on a global
level. Jumeirah’s spas all have a Middle
Eastern influence which also underpins the
signature brand experience across
the portfolio.
The key to further reinforcing any incredible
wellness experience is having a team which
is capable of delivering a thoughtful and
personalized experience for every guest.
A strong team is the foundation of any
successful wellness business, so it’s essential
to ensure that you are offering opportunities
for them to learn throughout their careers in
order to foster success.
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With a global portfolio such as Jumeirah,
it is essential to utilize CRM systems to
guarantee a consistent guest journey, and
to ensure a seamless transfer of information
between properties. These systems can then
be leveraged to streamline the experience
at each property, where a dedicated team
member is assigned to oversee the entire
guest experience, to ensure their preferences
are accounted for, from pre-arrival to post
departure. A journey map is also an incredibly
helpful tool to assist with identifying when
key digital touchpoints can be introduced
throughout the customer experience.
Wellbeing through design is also essential to
our strategy as I believe it plays a key role in
the luxury guest journey to help elevate the
customer’s sense of wellbeing. Design is a
core focus for Jumeirah which also extends
within the wellness spaces in the portfolio.
Jumeirah’s flagship Burj Al Arab Jumeirah is a
pioneering example of this key pillar, with the
hotel’s Talise Spa exuding Arabian opulence
to create a strong sense of place while also
contributing to an overall sense of wellbeing
through its carefully thought-out design.
Future designs for Jumeirah’s spas will be
intuitive, while taking into consideration how
the space can make guests feel grounded
even in the most urban settings – which
will also be reflected beyond the spa
throughout properties.
hydrotherapy circuit for an hour or a wellness
retreat for the weekend, curating a wellness
journey based on preferences and individual
needs through pre-arrival communication,
attention to detail, and anticipatory service is
key in the overall guest experience. It should
include a variety of offerings based on the
guests’ needs, perhaps introducing them to
an offering they haven’t experienced before,
and provide an overall sense of mental,
physical, and emotional well-being.
The ultimate wellness experience is the
one that takes guests by delightful surprise!
My expertise and fervor revolve around
crafting extraordinary moments infused with
surprise, joy, and creativity. This could mean
commencing a treatment within an oversized
sound bowl nestled amidst the Costa Rican
mountains, experiencing myofascial release
guided by skilled therapists in the heart of
Napa Valley, immersing in mindful moments
amidst the Sea of Cortez, or handpicking your
own herbs for a rejuvenating body treatment
in the Northeast. It’s in the realm
of the curious and unexpected that true
magic happens!
Vivianne Garcia-Tunon,
Vice President
of Operations,
Wellbeing, Auberge
Resorts Collection
Surprising & joyful moments
massage. Where does a great massage come
from? It comes down to recruiting the right
talent and making sure you promote and
enhance their strengths by providing them
with tools and training to do simple things
in an extraordinary way. But it’s also about
finding the right product partner and creating
experiences that are not only stimulating to
the senses but are enriching and inspiring
people’s lives.
Helping guests discover what they
truly need
I think what makes the best guest experience
is really individual. One of the things
that I have learned about creating guest
experiences is that a great guest experience
is often about discovery. In a Miraval setting,
when we talk about it internally we talk about
ensuring that we not only offer what guests
want, but also what they need. Oftentimes
the initial intention of a guest is what they
want, and then they discover that they
actually need something quite different. It’s
really supporting that guest through their
journey and helping them discover what
they truly need, beyond what they may think
they want.
Simon Marxer, Vice
President, Spa &
Wellbeing, Hyatt & Miraval
Jennifer Holzworth,
Corporate Director
of Spa Operations,
Montage
Thoughtful wellness journeys
The best wellness experience is one that has
been thoughtfully curated. Beginning with
intentional and thoughtful design of spaces
that promote relaxation and are rooted in a
sense of place for the locale. Whether it’s a
Emmanuel Arroyo, Senior
Corporate Director of
Wellness, Rosewood
Hotel Group
Quality services & talent management
The best guest experience is made up of a
list of things, but it always comes down to the
provider and the quality of the treatments.
What does a guest want? They want a great
Christelle Besnier,
General Manager,
Biologique Recherche
(MEA); previously Senior
Spa Director UAE
Collection, Four Seasons
Hotels and Resorts
Understanding & anticipating needs
“The great guest experience for us is to be
understood. It starts with the reservation
team being on hand to fill the needs of
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the guest, flowing down through the spa
professionals to take note of their needs and
requests. We have a lot of regular guests that
we know well. We know their preferences and
can anticipate their needs, their preferred
therapist, treatment, techniques, the setup of
the room. Obviously we need to go the extra
mile to satisfy the guests. Whenever there is
an opportunity for us, to pay extra attention
and do something that they are not expecting
and that makes sense for their experience,
we encourage the team to do so. It can be
a farewell gift, a little card in the treatment
room, a healthy beverage to celebrate a
special occasion. We have many stories
like this.
Sensory journeys with the
utmost attention
What makes a great guest experience?
Utmost attention to the entire journey, from
the moment you enter the spa, to the five
senses; vision of the design, lighting tone and
cleanliness; hearing of the Zen music played
throughout the spa; smell of the pleasant
aroma diffused; taste of the beverages and
snacks offered; and the touch of the linen
from bathrobes to bedding and ideal setting
of the room temperature. All these elements
perfectly done together with “soft skills” to
create a synergistic space. With colleagues
using their training to their appearance
in uniform with grooming and overall
professionalism, guests will feel they are
in a luxurious environment.
Amy Chan, Assistant
Group Director
of Spa & Wellness,
Langham
Hospitality Group
Chuan Spa prides itself as an oasis offering
a personalized journey towards optimum
relaxation and wellbeing. Chuan Spa’s tranquil
setting enhanced with signature design
elements (moon gate, contemplation corner,
dream room) and signature treatments made
us a luxurious wellness institution in each city
we have a presence.
Genuine & intuitive service
Amanda Fraser, President,
Standards & Ratings,
Forbes Travel Guide
Sometimes the most simple things are
what makes the best experience. Yes, it’s
lovely to offer champagne and flowers and
acknowledge birthdays, and it’s important to
make sure guests have everything at their
fingertips. But, sometimes you have to think
small to be the most impressive. I think the
best guest experiences are the ones that are
genuine and naturally intuitive, where you
get the sense that the staff have listened to
you and have understood what you need and
responded accordingly. It’s that nice balance
between a conversation and hard work.
I can share a story, and you’ll probably think
“Oh my gosh, well, that’s so simple.” Because
it is. I was staying in a hotel and had left a
gratuity for my housekeeping attendant,
because I always do, and then I left my room.
When I came back later in the afternoon,
there was a note from the housekeeper that
said, “Ms. Frasier, thank you for the blessings.
Have a lovely day.” The fact that somebody
that worked for the hotel had taken the
time to write that and to share that mutual
kind of respect and acknowledgement was
something that has stuck with me.
Nobody had necessarily told that young man
or young woman to do that, but they wanted
to do it. That to me was an impressive
element that spoke volumes about that
hotel’s culture and the staff. The things that
stick with me the most are always the things
that are unexpected and that come from
the heart.
Anticipating needs & reading the
client’s energy
A great guest experience requires that we
are proactive and anticipate people’s needs.
When they arrive at the spa, we should know
what they need and provide it before they
ask. The therapist has to be able to connect
with the guest. If a client is shy, has a problem
they’re not comfortable talking about, or
doesn’t feel confident with the therapist,
they’re not going to feel good about the
service. It matters that the therapist is in a
good mood and carries good energy. If they
feel rushed because they’re behind, if there’s
a personal situation, or they don’t feel well,
this needs to be resolved before they work
on the client.
Sometimes we have to make adjustments
behind the curtain and change therapists.
We need to know how to read a situation.
If a client is complicated and has been
assigned a therapist who isn’t suited to take
care of them, we have to make a switch
to the one that is going to heal this client
and make them change their mood and
energy. If the guest is nervous, sad, or mad,
or they’re expecting something big, and we
don’t have the right person to connect with
them and provide what they’re expecting, we
completely damage the spa experience for
this client.
Arabelle del Pilar Rosario,
Spa & Wellness Director
Dominican Republic, Melia
Hotels International
Sometimes a client just wants the service
and they don’t want to talk to anyone. So, the
therapist adapts themselves to the clients.
We look at the client’s energy and adapt the
11 | Spa Executive

therapist to the client. That is what we do
here and we see the result and it’s amazing.
Pat Makozak, Senior Spa
Director, Four Seasons
Hotels and Resorts
Verena Lasvigne-Fox,
International
Spa Consultant, Spa &
Wellness
Industry Expert
Exquisite focus on the details
Intuitive attention to creating
unscripted moments
The best experience is intuitive. It takes a
certain kind of individual to be aware and
present, to listen, and to understand what
the guest needs before the guest even knows
they need it.
It’s a memorable surprise when you’re
offered something or given the chance to
experience something that is there just for
you. It’s those unscripted moments when a
guest sees that somebody has thoughtfully
picked up on something they’ve said and
created something just for them.
Jennifer Lynn, Director
of Spa & Wellness,
Fontainebleau Las Vegas
Emotionally engaging environments
A great guest experience is about evoking
emotions and creating a positive memory.
Some of my most memorable spa moments
had a strong sense of place, along with
anticipatory and genuine service that
tantalized my senses. Beautifully appointed,
strategically designed and
well-maintained spaces, memorable
essences in the treatment room products
and throughout the spa delivered by genuine
wellness professionals. Simply stated, but not
so easy!
An excellent guest experience requires
detail and consistency. At Four Seasons
Hotel Philadelphia at Comcast Center it was
important that we distinguish our spa and
give it a concept, an identity and a soul. This
is less common in the US and is something
I brought with me from other parts of the
world. The spa is a crystal concept. This
theme made sense to me because it is in the
Comcast Technology Center, which is one
of the tallest buildings in the United States
and a technology building, and there is a
relationship between technology and crystals.
I didn’t want to do something gimmicky, but
something sincere and authentic, and this
came together and made sense.
There are seven treatment rooms named
after seven crystals, which are also connected
to seven chakras. Each room has a singing
bowl infused with the crystals associated with
that room, and there are 700 lbs of crystals
that you can’t see, walled up inside the walls,
providing positive vibes and energies. There
are crystals throughout the spa and the team
works with crystal infused oils. Instead of a
typical hot stone massage, there is a crystal
massage, and at the end of the treatment,
the guests get a crystal to take home.
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GUEST EXPERIENCE
Image by wayhomestudio on Freepik
Why your employee experience matters
as much as your guest experience
As much as we like to focus on customer
experience and guest experience, employee
experience is an equally important element of
success in hospitality. Employee experience (EX)
distinguishes companies that lead from those
that follow.
Understanding the importance of the
employee’s journey with an organization is
key. Your employee experience impacts your
acquisition and retention, which, of course,
has a big impact on your bottom line. It also
heavily impacts your guest experience, which
is pretty much everything when it comes to
your revenue. Unhappy workers don’t make
happy customers. These two things are
intrinsically linked, forever enmeshed, can’t be
separated – you get the point.
What is employee experience? It's not
to be confused with employee
wellbeing.
Employee experience encompasses the
entire employee journey with an organization,
from recruitment to exit. It includes every
13 | Spa Executive
interaction and experience an employee has
in the workplace, whether with colleagues,
work environment, workplace technology.
Employee wellbeing, meanwhile, is one
aspect of the full EX that focuses specifically
on the physical, mental, and emotional health
of employees.
How much does employee
experience matter?
In a 2016 global survey of 281 senior
executives, researchers at MIT found that
companies that create a great EX outperform
their competitors on innovation, customer
satisfaction, and profitability. For the sake
of the research, EX was made up of two
essential factors: work complexity and
behavioral norms; specifically collaboration,
creativity, and empowerment.
Companies with great EX were found to be
more innovative and profitable and to have
higher levels of customer satisfaction.
The researchers concluded that companies
that prioritize both digital technologies
and leadership behaviors are better
equipped to reduce work complexity and
create norms around collaboration, creativity,
and empowerment.
The researchers wrote: “This finding has
significant implications for who should
manage the employee experience, and
suggests that the CIO must take a major role.
However, technology is clearly not all that is
required. Establishing a more facilitative style
of leadership will require a broader level of
senior management commitment across
a range of functions, focusing on activities
such as investment in technology solutions,
the reevaluation of business rules, risk
assessments, and the creation of companywide
processes. As work in the digital age
becomes less predictable, leaders who
continuously work with employees to identify
and eliminate friction points will enhance
employee experience and create the fertile
ground to build more value.”

More recent research from Officevibe
and The Starr Conspiracy backs up these
findings. A study found that organizations
making high investments in EX see significant
returns across business outcomes, including
customer satisfaction, employee outlook,
recognition, and productivity.
A survey of more than 1,160 business
leaders in the U.S. and Canada found that
organizations with higher EX investments are
1.5x more likely to have a positive employee
outlook in areas like training managers
on providing feedback, fostering open
communication, and creating feelings of
accomplishment and fulfillment in
the workplace.
Key takeaways include:
62% of high-investment leaders agree
EX has a significant impact on
business success, compared to 37% of
low-investment leaders.
54% of high-investing organizations see
improvements in customer satisfaction.
Organizations with high investments are
45% more likely to see improvements
in key metrics such as turnover,
absenteeism and employee productivity.
How to improve your
employee experience
Employee experience takes work and
investment. Here are a few steps you can
take to improve yours.
Create a supportive and inclusive work
environment: Foster a culture that values
diversity, equity, and inclusion. Hotels, resorts,
and spas thrive on the rich experiences
brought by employees from diverse
backgrounds. Celebrate cultural differences,
encourage teamwork, and ensure all staff feel
respected and valued.
14 | Spa Executive
Provide industry-specific training
advancement opportunities: Offer
comprehensive onboarding programs,
professional development, and clear career
pathways. Employees in the hospitality
industry often face unique customer service
challenges. Equipping them with advanced
conflict resolution, customer engagement,
and service excellence skills can boost their
confidence and performance. Promoting
from within whenever possible motivates
employees by showing them a clear path
for advancement.
Offer flexible scheduling and work-life
balance: It can be difficult with the roundthe-clock
nature of hotels, resorts, and spas,
but offering flexible work schedules, including
rotating shifts and accommodating personal
time off requests, can help employees
balance work and personal lives. This
approach can reduce burnout – which we all
know can be a big problem – and improve
job satisfaction.
Enhance employee well-being
programs: Implement wellness initiatives
specifically designed for the physical and
mental demands of hospitality work. This
could include access to on-site fitness
facilities, wellness workshops focusing on
stress management and resilience, health
screenings, and complimentary or discounted
services within your spa or wellness center.
Encourage feedback and foster open
communication: Establish regular
check-ins and feedback mechanisms
where employees can share their insights,
concerns, and suggestions without fear of
repercussions. Use this feedback to make
meaningful changes that improve the working
environment. For instance, if employees
suggest adjustments to the booking system
to manage customer flow better in the
spa, taking concrete steps to explore and
implement these suggestions can significantly
impact employee satisfaction and efficiency.
Increase bookings, customer
satisfaction & revenue
By focusing on these specific strategies,
hotels, resorts, and spas can create a more
positive and engaging work environment and
a better EX, increasing bookings, customer
satisfaction, and revenue.
Book4Time can help make your
employee experience better! Get in touch to
learn how.

How Book4Time software improves guest
experience in your hotel, resort & spa
Your guest experience is your brand
differentiator. It’s what sets you apart from
competitors and can make or break your spa
and hotel business success.
Your guest experience is the reason people
choose your hotel, resort, or spa over any
other – beyond a convenient location or the
right price – and the reason companies win
awards and earn Forbes Travel Guide ratings.
Actively and effectively managing your guest
experience will elevate your brand, increase
revenue, customer loyalty and acquisition,
and reduce churn.
In recent years, software technology has
become an important element of guest
experience. From the moment a guest
considers booking a stay to the postdeparture
feedback process, software
solutions are making every step of the
journey smoother, more personalized, and
enjoyable. A guest experience management
strategy and spa software with Customer
Experience Management (CXM) and
Customer Relationship Management (CRM)
can be a game changer.
Some Guest Experience Statistics You
Should Know
76% of global customers expect
companies to understand their
needs. (Hubspot)
$1.6 trillion is lost each year in the US due
to poor customer service. (Hubspot)
Consumers will spend 17% more for a
good experience. (Hubspot)
32% of consumers would walk away
from a brand they love after one bad
experience. (PwC)
Consumers who had the best past
experiences spend 140% more than
those who had the poorest past
experiences. (Harvard Business Review)
Consumers tell an average of nine
people about positive experiences, but
an average of 16 people about negative
ones. (Deloitte)
67% of consumers say their standard
for good experiences is higher than
ever. (Salesforce)
See more guest experience statistics here.
Key Elements of Guest
Experience Management
Key elements of guest experience
management include:
Understanding Guests’ Needs:
Understanding customer needs is the
first step towards meeting them. Start by
asking what they want through actions like
collecting feedback at every stage of the
journey, paying attention to what
people are saying on social media, and
sending surveys.
Exceeding Guest Expectations:
According to Salesforce 67% of customers
say their standards for good experiences
are higher than ever, and in 2022, guests
15 | Spa Executive

expect seamless experiences that are
facilitated by technology.
Identifying & Improving Pain Points:
Where are the bumps on the road in the
journey? Are potential guests calling a
phone number to book appointments and
being put on hold or getting voicemail?
When they go to the spa at another one
of your hotel or resort properties are they
being treated like a net-new guest and
asked to provide their information again?
Anticipating & Intuiting: In an interview
with Book4Time’s Spa Executive Magazine,
Pat Makozak, Spa Director at Four Seasons
Resort Maui at Wailea, said the best guest
experience is intuitive. “It takes a certain
kind of individual to be aware and present,
to listen, and to understand what the guest
needs before the guest even knows they
need it.”
Personalization: Personalization is
particularly important in hospitality and
spa. It’s nice when a retail clothing store
employee remembers you, but downright
insulting when a massage therapist doesn’t.
Thoughtful, curated, well designed, and
truly personalized experiences are crucial.
How software improves guest
experience in your hotel & spa
Here are a few of the ways Book4Time
software can improve your guest experience:
Seamless Booking & Check-in Process
The first touchpoint in the guest experience
is usually the booking process. Book4Time’s
hotel ancillary revenue management
software ensures availability is up-to-date
across all platforms, special requests are
logged, schedules are updated, and more.
Mobile and online booking for spas, classes,
experiences, and amenities are fast, easy,
and efficient. The software integrates with
your hotel booking systems and POS systems
to provide personalized recommendations
based on the guest’s preferences and
booking history.
Customized Guest Experiences
We know that personalization is key to
exceeding guest expectations, and software
solutions are at the heart of this strategy.
Customer relationship management (CRM)
systems gather data from various touchpoints
to create detailed guest profiles that enable
hotels to customize communication, offers,
and services, making each guest feel
valued and understood. With Book4Time’s
note taking function, service providers log
important customer information like special
dates and preferences, which can be shared
across multiple locations, so your guests get
the best personalized service every time.
Operational Efficiency & Sustainability
Behind the scenes, operational software
helps hotels run their ancillary revenue
departments smoothly, directly impacting
the guest experience. Schedules are
automatically updated and, because
Book4Time is cloud-based, staff can check
their schedules from anywhere and at
any time. Virtual guest check-in processes
and intake forms allow people to bypass
traditional front-desk formalities, offering a
hassle-free start to their visit, and also allow
you to save paper.
Post-Stay Engagement & Feedback
The guest experience doesn’t end at
checkout. Post-stay engagement software
helps hotels stay in touch with guests, inviting
them to share their experiences through
reviews and feedback forms. This feedback
is invaluable for continuous improvement
and can also be used to encourage repeat
bookings and loyalty through personalized
offers and updates on hotel improvements
made as a result of guest suggestions.
Transforming the hotel & resort guest
experience
Software like Book4Time creates seamless,
personalized, and enjoyable guest
experiences. Hotels that leverage this
technology have a better chance of exceeding
expectations, fostering loyalty, and driving
repeat business
16 | Spa Executive

Iberostar’s Daniela Pranjic on guest
experience & sustainability in the resort industry
We talked with Daniela Pranjic about her
role, guest experience, and sustainability in
the resort industry.
Iberostar Hotels & Resorts is a leading hotel
chain committed to developing a responsible
tourism model, focused on caring for both
people and the environment.Iberostar has
more than 100 four- and five-star properties
in the most popular vacation destinations in
Europe, Africa and America. These include
beachfront, city, and heritage hotels, as well
as a Grand category, offering the highest level
of luxury and excellence.
Families, couples, and friends can enjoy
all-inclusive holidays at hotels in Tenerife,
on the Costa del Sol, Mexico, the Dominican
Republic, Jamaica or Brazil. Or immerse
themselves in history and culture in cities and
destinations like Madrid, Barcelona, Lima,
and Montenegro.
Daniela Pranjic is Iberostar’s Regional Spa
Director, managing spa operations across six
properties within 11 resorts in Mexico and
involved in upcoming openings in Aruba and
the Dominican Republic.
She studied economics and business before
her family moved from Croatia to Austria
and she started her first job in the hotel and
tourism industry in the Food & Beverage
(F&B) department at a hotel. She later
decided, during a vacation in the Dominican
Republic, to relocate there and, shortly after,
achieved that dream by securing a position as
a Guest Service Manager.
“My career in the Caribbean involved roles
in guest services, managing weddings,
conducting site inspections, eventually
leading to a hotel manager position, first in
a hotel with 51 rooms, then as the opening
manager for a hotel with 267 rooms. Seeking
new challenges and learning opportunities, I
transitioned to a Spa Manager role, focusing
on spa opening, branding, and traveling.
“Later, I expanded my horizons as a Regional
Guest Experience Manager, overseeing
various aspects of guest experiences at an
all-inclusive resort, including daily and nightly
activities, in-room experiences, special events,
and spa services. After a decade with Melia
Hotels and Resorts, I transitioned to Royalton
Resorts (Blue Diamond) as the Corporate Spa
Director. In this capacity, I was responsible
for opening spas in multiple destinations,
revamping spa menus, selecting products,
developing standard operating procedures
(SOPs) and manuals, training staff, and
formulating budgets and sales strategies.”
Five years ago, she joined Iberostar as the
Corporate Spa Director for Mexico.
We talked with Daniela Pranjic about her role,
guest experience, and sustainability in the
resort industry.
17 | Spa Executive

Can you please talk about your role at
Iberostar and what it entails?
My responsibilities include overseeing the
operations of six spas across Mexico. My role
entails the preparation of annual budgets
for all spas, strategizing for sales growth,
developing standards and protocols, ensuring
their implementation in daily operations,
creation of new services, and enhancing guest
experiences. I am responsible for designing
spa menus, selecting the finest products for
our guests, and ensuring continuous training
and welfare for our staff. I am also involved
in the development and opening of new
Iberostar properties, with upcoming projects
in Aruba and the Dominican Republic.
What makes the best guest experience?
Creating the ultimate guest wellness
experience in a hotel or resort, especially
within an all-inclusive setting, demands
exceptional offerings that stand out. I believe
the key to exceeding guest expectations lies
in providing unique, locally-inspired products
and experiences. Continuously training
staff, ensuring our services are inclusive and
accessible to all guests, staying on top of
industry developments, and incorporating
them into our offerings allows us to deliver
the best wellness experiences. We recently
conducted a training for cancer care therapies
and saw how, in just one treatment, we can
positively impact a client’s daily life by relieving
pain and improving range of movement and
sleep quality.
How does Iberostar integrate the
principles of sustainability and
environmental responsibility into its
spa and wellness offerings?
Iberostar seamlessly incorporates
sustainability and environmental responsibility
into its spa and wellness services. For example,
for over three years, all our hotels and spas
have been free of single-use plastics. And
our Wave of Change initiative is a pioneering
responsible tourism movement towards a
circular economy to promote the responsible
consumption of seafood, improving coastal
health, and protecting our coral reefs.
A critical part of that project is not using or
selling any products containing micro plastic
or oxybenzone.
Our objectives are to achieve zero waste and
100% responsible seafood consumption
by 2025, and become carbon neutral by
2030. Plus, we aim to have all ecosystems
surrounding Iberostar properties improving in
ecological health alongside profitable tourism
by 2030. Our Wave of Change initiative is set
to become a key factor for 60% of guests
choosing Iberostar by 2025.
For a deeper dive into our commitment
and initiatives, visit our website at
www.waveofchange.com.
Do you find yourself using technology
more at work in recent years?
Yes we do, especially during and after the
Covid. We are a paperless company, so we
are using more digital options in our spa
operations. This includes using the hotel app
for spa reservations, online bookings and
check in, and digital guest intake forms.
Can you discuss any challenges
Iberostar faces in the wellness tourism
sector and how the company is
addressing them?
As a sustainable company our main challenge
was offering the best possible service and
guest experience in our all inclusive resorts
and staying sustainable in that process. This
hard work involves many departments in
Mexico and across the border focused on
achieving the same main goal.
We analyze our consumption levels – have
you ever thought about the origins of your
products? Consider the vast amount of
resources needed to produce the multitude
of things we have in our lives. We’ve grown
accustomed to a system that takes from the
environment to produce goods with short
lifespans, only to be ultimately thrown away
when their use runs out. Those are some
questions we ask ourselves as a company.
We take, consume and waste more than our
planet can support.
One proposed solution is working towards a
circular economy. Circular economies focus
on the retention of value in the material cycle
through reusing and recycling material such
as plastic to prevent their release into the
environment. Again you can read more about
his here: www.waveofchange.com
What are you most excited about for
the spa, wellness, and hospitality
industry this year?
The training that we have planned for our staff
for this year, to see our new spa uniforms
coming out by mid of the year, our first spa
meeting for Ibesostar America in May, to be
able to meet my colleagues and share our
experiences, and the opening of Iberostar in
Aruba to see our new baby coming!
18 | Spa Executive

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

Featured property:
The St. Regis Chicago Spa
The Forbes 5-Star St. Regis Chicago Spa
covers 12,000 square-feet of the expansive
Wellness Floor and is an urban oasis of calming
sensory experiences.
The St. Regis Chicago opened in May of 2023
as part of Marriott Bonvoy and the spa has
already been awarded 5 Forbes stars.
Developed by Magellan Development
Group and designed by Studio Gang, the
architecture and urban design practice led
by Jeanne Gang, the 101-story tower is the
tallest building in the world designed by a
female architect.
“The St. Regis Chicago features a unique
and distinctive design composed of an
interconnected series of stacked, frustumshapes
that move rhythmically in and out
of plane and extend to various heights. The
tower’s crystalline form was inspired by nature
with its facets of a shimmering gem and its
gradient of green-blue glass that reflects the
colors of Lake Michigan and the Chicago River.
Located in the idyllic Lakeshore East
neighborhood, The St. Regis Chicago offers
sophisticated dining, bespoke service, and
avant-garde design in the heart of downtown
Chicago with easy access to the Chicago River,
leading luxury retailers, dining destinations,
and notable cultural landmarks. The interiors,
including the Presidential Suite and St. Regis
Spa, draw inspiration from Chicago’s rich
architectural history and feature metallic
materials and colors and geometric lines,
offering a nod to The Great Chicago Fire
and the city’s geographic interconnectivity of
waterways, buildings, and green spaces.
With more than 11,000 square-feet of
premier event spaces, the hotel makes the
perfect venue for celebrations, gatherings,
and meetings.
The St. Regis Chicago hotel is adjacent to
the Residences at The St. Regis Chicago,
which consists of 393 luxury condominiums
with access to all of the hotel amenities
in addition to its own resident-only
amenity floor.
The hotel features 159 luxurious guestrooms
and 33 suites across 11 floors designed in a
palette of natural stone and wood finishes
to create juxtaposition of minimalistic beauty
with urban skyline views. Dining experiences
include an all-day dining venue highlighting
Japanese cuisine, steak and seafood; and Tre
Dita, a Tuscan steakhouse. Guests can sip
the finest champagne at the Celebration Bar
before indulging in a rejuvenating
spa treatment.
The St. Regis Spa
The Forbes 5-Star spa St. Regis Chicago Spa
covers 12,000 square-feet of the expansive
Wellness Floor and is an urban oasis of
calming sensory experiences. The featured
St. Regis Spa Suite offers a bespoke gathering
space for VIPs, couples, families, and friends
to enjoy treatment time together. Overlooking
the Chicago River with sprawling views of
Navy Pier & Lake Michigan, the fitness center
features state-of-the-art fitness equipment,
an outdoor sundeck, a yoga studio, and

two private fitness rooms. A palatial, heated
indoor pool offers stunning views of the city
and Lake Michigan.
“A modern jewel box designed for indulgence
and defined by joie de vivre, The St. Regis
Spa is an enclave apart—a private invitation
to experience the extraordinary. From lush
surrounds to precious ingredients, every aspect
of this sanctuary is custom created to captivate
and celebrate.”
Stand out spa menu items include:
HARMONIOUS RELAXATION
“A deeply hydrating and relaxing aromatic body
ritual with delicate scents of cherry blossom
and lotus. A warmed enzymatic scrub works
whilst a reflex-inspired foot massage relieves
tension. Exfoliating gloves slough off the peel
revealing glowing skin, ready for the nourishing
warmed shea butter massage. Includes:
Enzymatic peel, exfoliating scrub, focused foot
massage, and flowing body massage.”
CELEBRATION OF THE SENSES
“A sensorial, awakening ritual to energize
and unseat tension – this treatment is a truly
elevated experience. A warmed enzymatic
exfoliating syrup is gently worked into the body
with a handmade terracotta stone. A deep
massage with heated amber oil unseats tension
whilst stretches and mobilization movements
re-energize. Includes: Enzymatic exfoliation and
amber oil massage.”

Image by wayhomestudio on Freepik
Partner spotlight: exceed traveler
expectations with INTELITY + Book4Time
With INTELITY and Book4Time, guests are
treated to a first-class experience, showcasing
how technology can help hotels and resorts
not only meet but exceed the modern traveler’s
expectations for convenience and luxury.
INTELITY is recognized worldwide as a
leading provider of advanced hospitality
technology platforms tailored for the
hotel, casino, cruise, and luxury residential
markets. INTELITY offers comprehensive
end-to-end solutions designed to enhance
guest experience management and staff
operations in a single integrated platform,
working with hoteliers to bring operations
teams and customers together, streamlining
service and improving overall satisfaction.
Enhanced Guest Experience with
INTELITY + Book4Time Integration
Book4Time’s integration with INTELITY works
as an in-room concierge to allow guests to
easily book spa services and activities from
their room using INTELITY’s Smart-Room
tablets. Guests can easily browse the menu
of amenities and effortlessly book spa
services and activities directly from their
rooms. Without the need to pick up the
phone or visit the front desk, guests can
schedule services, reserve cabanas, sign up
for workshops and classes, book tennis or
pickleball courts, and more.
Key Benefits & Functionality
In today’s digital era, guests expect seamless
and efficient online service booking and not
providing that will result in a loss of revenue.
The combination of INTELITY and Book4Time
caters to this demand, offering a premier
experience without the traditional hassles
associated with service bookings:
Self-Service Convenience: When a guest
returns to their room after a long day,
they don’t want to pick up the phone to
call the spa and make an appointment.
With Book4Time and INTELITY, guests can
browse and book appointments at their
leisure, directly from their rooms, enhancing
satisfaction and comfort.
Front Desk Optimization: By minimizing
phone calls and in-person inquiries, front
desk staff can concentrate on providing
best-in-class service, suggesting add-ons,
and promoting additional products at check
in and checkout.
Increased Revenue Opportunities:
Streamlining the booking process reduces
lost revenue opportunities due to missed
calls, and allows for better allocation of
staff resources.

With INTELITY and Book4Time, guests
are treated to a first-class experience,
showcasing how technology can help hotels
and resorts not only meet but exceed
the modern traveler’s expectations for
convenience and luxury. This partnership
exemplifies the future of hospitality, where
seamless integration and intuitive services
become the standard, ensuring every
stay is memorable, comfortable, and
effortlessly enjoyable.
To learn more visit: https://intelity.com/

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