Spa Executive June 2024

ISSUE #56 JUNE 2024
SPA EXECUTIVE
FOR LEADERS IN THE BUSINESS OF WELLNESS
SPOTLIGHT
Remington Hospitality’s
Maritsa Victorian on tech, guest
experience & fostering excellence
FEATURE
The changing face of luxury travel:
insights on the new luxury traveler
BUSINESS
From Mexico to Tanzania: Emerging
global wellness & hospitality trends

PUBLISHER
Roger Sholanki
EDITOR, CREATIVE DIRECTOR
Elizabeth Bromstein
DESIGNER
Design Pickle
AD SALES,
CONTRIBUTING EDITOR,
PRODUCTION MANAGER
Sal Capizzi
Dear Readers,
Welcome to the June issue of Spa Executive. We are excited to bring you the latest insights and trends from
the wellness and hospitality industry.
In this issue, we spotlight Maritsa Victorian of Remington Hospitality who shares her thoughts on using
technology to enhance guest experiences and on fostering a culture of excellence within her team. Her
perspective highlights the blend of tradition and innovation necessary for creating memorable and
transformative experiences for guests.
Our feature article, "The Changing Face of Luxury Travel," takes a look at the new luxury traveler based on a
report from McKinsey. This piece notes the changing face of the luxury demographic, which is getting
younger, and explores how preferences are shifting towards more personalized and authentic experiences.
We also highlight emerging global wellness and hospitality trends. This issue features insights from industry
leaders across the globe, discussing the adoption of wellness practices, the integration of local traditions,
and the use of advanced technology to meet the evolving needs of today’s travelers. Highlights include
trends in sound healing in Mexico and Latin America, the rising popularity of star gazing in Tanzania, and
the holistic wellness practices in India.
On the operational front, we continue to emphasize the importance of employee satisfaction and
performance. Our article on attracting and retaining top talent in the hotel industry offers actionable
strategies based on Gallup's "State of the Global Workplace" report. It highlights the critical role of employee
engagement and wellbeing in delivering exceptional service and enhancing guest satisfaction.
Thank you for your continued engagement with Spa Executive. I hope the insights in this issue inspire you
to innovate and elevate the experiences you offer within your business.
Spa Executive
Spa Executive is Book4Time’s
magazine for leaders in the
business of wellness. News,
views, and interviews to help
you attract top talent, increase
customer retention, and offer
the best possible
guest experience.
Warm regards,
Roger Sholanki
CEO, Book4Time

Contents
June 2024
Issue 56
In this month’s issue:
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FEATURED PROPERTY
Four Seasons Washington, DC reopens spa
after extensive renovation
MANAGEMENT
Attract & retain top talent in the hotel
industry: insights from Gallup’s “State of the
Global Workplace”
NEWS
The changing face of luxury travel: insights on
the new luxury traveler
FEATURES
Global travel & wellness trend:
nighttime wellness
TRENDS
From Mexico to Tanzania: Emerging global
wellness & hospitality trends
SPOTLIGHT
Remington Hospitality’s Maritsa Victorian on
tech, guest experience & fostering excellence
FEATURED PROPERTY
Aman Kyoto
SOFTWARE
Spa & hotel performance metrics: the most
important KPIs

Four Seasons Washington, DC reopens spa
after extensive renovation
Four Seasons Washington, DC has reopened
its newly renovated spa, offering personalized
services and state-of-the-art technology.
Four Seasons Washington, DC, known for
its unparalleled luxury and award-winning
service, recently announced the grand
reopening of its newly expanded and
updated spa following a multi-million dollar
renovation that began in January 2024.
This extensive revamp underscores the
hotel’s commitment to providing guests with
a sanctuary of tranquility and rejuvenation in
the heart of the nation’s capital.
The spa offers a serene and sophisticated
environment, inspired by nature, featuring
rounded contours, earth tones, and ambient
lighting to create a calm atmosphere from
the moment a guest enters.
Updated features and amenities include
state-of-the-art treatment rooms, a
dedicated couples’ massage area with a
deep soaking tub for two, a co-ed lounge,
and an updated indoor swimming pool set
to open later this summer.
“At Four Seasons Washington, DC, we
believe that our spa is not just a place,
but an experience,” says Regional Vice
President & General Manager, Marc
Bromley in a statement. “With this
renovation, we have reimagined every
aspect of our spa to ensure that it not
only meets but exceeds the expectations
of our guests.”
Central to the spa’s appeal is its team of
service providers, many of whom have
been with the hotel for over a decade.
These dedicated professionals are
committed to providing personalized
treatments that address the unique needs
and preferences of each individual. From
traditional massages to innovative wellness
therapies, guests can expect exceptional
service and exquisite treatments.
Guests can also experience Mind Sync
Technology, a device that connects to
treatment tables and uses “advanced
technology to synchronize brainwaves,
inducing a deep state of relaxation and
mental clarity.” Offered as either a standalone
treatment or incorporated into
massages, this innovation enhances any
experience through vibrational wellness
and meditation sessions. According to a
media release, the Four Seasons spa is
currently the only spa in the United States
to leverage the Mind Sync Technology.
New treatment services also include the
IonixLight Facial, a cutting-edge skincare
treatment that harnesses the power of
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LED light therapy to revitalize the skin,
“leaving it looking radiant and youthful.”
“We cannot wait to welcome back our
regulars and for new guests to discover
the re-envisioned Four Seasons Spa,” said
Erin Meyer, Director of Spa & Fitness. “This
is such a special location, tucked away
in the heart of Georgetown, and we’re
thrilled to introduce this spectacular new
space and new, cutting-edge offerings to
our guests.”
The spa will also introduce a unique “night
spa” concept later this summer, offering
guests the opportunity to enjoy private spa
experiences after hours and create their
own exclusive evening retreats.
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Attract & retain top talent in the hotel
industry: insights from Gallup’s “State of the
Global Workplace”
Some valuable insights and actionable
strategies from the “State of the Global
Workplace 2024” report that can help improve
employee satisfaction and performance in the
hospitality sector.
The hotel, spa, and wellness industry
thrives on exceptional service, which is
directly influenced by the satisfaction
and engagement of its employees. As
the global workforce faces challenges
related to mental health and wellbeing,
it’s essential for hospitality businesses to
adopt strategies that attract and retain top
talent. Here are some valuable insights and
actionable strategies from the "State of the
Global Workplace 2024" report that can
help improve employee satisfaction and
performance in the hospitality sector.
Addressing employee loneliness
Insight: Twenty percent of employees
experience daily loneliness
Strategy: Given the high level of personal
interaction in hospitality roles, fostering
a supportive and connected work
environment is crucial. Regular check-ins
and open communication channels can help
reduce feelings of isolation. Encouraging a
culture of camaraderie and teamwork will
not only improve employee morale but also
enhance guest satisfaction. That human
connection and sense of wellbeing between
staff members will extend to the guests.
Supporting younger employees’
wellbeing
Insight: Wellbeing among younger
employees dropped in 2023.
Strategy: To attract and retain younger
talent, it’s important to offer targeted
support programs and career development
opportunities. Mentorship programs,
continuous training, and clear career
progression paths can help younger
employees feel valued and motivated.
Additionally, offering flexible work
arrangements and wellness initiatives can
address their specific needs and improve
overall satisfaction. Don’t assume that
people of all ages are happy with the same
things or have the same needs.
Enhancing employee engagement
Insight: Employee engagement is a
significant factor in overall life experiences.
Strategy: High levels of engagement
correlate with better life experiences and
job performance. Implementing recognition
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programs, providing regular feedback, and
creating opportunities for professional
growth can boost employee engagement.
In the hospitality industry, where customer
service is paramount, engaged employees
are more likely to provide exceptional
service, leading to higher guest satisfaction.
Empowering managers to
lead effectively
Insight: Managers account for 70% of the
variance in team engagement.
Strategy: Effective management practices
are crucial for fostering a positive work
environment. Providing managers with
training in leadership and communication
skills can enhance their ability to
engage and motivate their teams.
Regular check-ins, clear goal-setting, and
constructive feedback can help managers
support their staff effectively. In the
hospitality sector, where employee morale
directly affects guest experience, strong
managerial support is essential. And don’t
forget to nurture your managers! Managers
have more negative daily experiences than
non-managers and are more likely to be
looking for a new job.
Creating a positive work environment
can create a positive work environment
In the hospitality industry, where employees
are the face of the business, a positive work
environment translates to happier guests
and better business outcomes.
Promoting work-life balance and
mental health
Insight: Support for mental health and
work-life balance is crucial for employee
satisfaction and performance.
Strategy: Implementing wellness initiatives,
offering flexible work schedules, and
providing resources for stress management
can significantly improve employee
wellbeing. Encouraging employees to take
regular breaks, promoting a healthy worklife
balance, and providing access to mental
health resources can help reduce burnout
and improve overall job satisfaction. In
the demanding hospitality industry, these
measures can lead to more resilient and
motivated employees. Not burning out your
team members is key!
Treat your team as you would like to be
treated. Investing in employee satisfaction
is not just a moral imperative but also a
strategic advantage that drives long-term
success in the competitive hospitality market.
Insight: Organizations with high levels
of employee engagement see better
outcomes, including lower absenteeism and
higher retention.
Strategy: Implementing best practices from
top-performing organizations can lead to
higher employee engagement and improved
customer service. Regularly recognizing
and rewarding employees, providing
opportunities for career advancement, and
fostering a culture of inclusion and respect
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The changing face of luxury travel: insights on
the new luxury traveler
The luxury traveler is getting younger and is
more willing to spend larger shares of their
wealth on upscale trips. Learn about the
changing face of luxury travel.
The luxury traveler has changed, according
to a recent report from McKinsey. Demand
for luxury tourism and hospitality is
expected to grow faster than any other
segment in the industry, as outlined in “The
State of Tourism and Hospitality 2024”
report. This surge is driven by a sharp rise
in the number of people globally with net
worths between $1 million and $30 million
and an expanding base of travelers with
less money but luxury aspirations. These
travelers are generally younger and willing
to spend larger shares of their wealth on
upscale trips.
McKinsey surveyed more than 5,000 luxury
travelers (defined as those who spend,
on average, $500 or more per night on
lodging) in China, Germany, the United Arab
Emirates, the United Kingdom, and the
United States about their preferences, plans,
and expectations. Findings from the survey
and input from industry experts suggest that
some common perceptions about luxury
travelers might be due for reassessment.
Insights on the new luxury traveler
Reexamining perceptions of wealth
and age
Wealth distribution: The luxury travel
market is expanding beyond the ultrawealthy.
While individuals with net worths
between $1 million and $30 million
continue to dominate, there is significant
growth among travelers with net worths
between $100,000 and $1 million. These
“aspiring luxury travelers” are younger and
increasingly willing to spend larger shares
of their wealth on upscale travel options.
Age demographics: Contrary to
the perception that luxury travelers
are predominantly older, 80% of the
market is made up of people under 60.
Spending peaks between ages 40 and
60, and younger travelers are showing an
increasing willingness and ability to spend
at luxury levels.
Preferences and behaviors
Travel motivations: A luxury traveler
prioritizes novel experiences, cultural
immersion, and authenticity. They are
more likely to seek new destinations and
unique experiences, even within familiar
types of vacations such as beach holidays or
city breaks.
Luxury vs. traditional experiences:
While luxury travelers are more inclined
towards exotic and adventure-focused
vacations, traditional luxury experiences
like sunny beach getaways and relaxing
retreats remain popular. Hotels and
resorts should find ways to innovate within
these traditional categories to maintain
appeal.
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Wellness trends: Wellness is a significant
trend among luxury travelers. They now
expect a holistic array of offerings, including
fitness classes, health-focused menus,
and mindfulness programming. There is
also interest in learning about local health
practices during their travels.
The traditional image of luxury, heavy on
indulgence and pampering doesn’t appeal
to everyone. Many luxury travelers are
seeking out a different vibe these days and
looking for ways to focus on their mental
and physical health while traveling.
McKinsey’s report reads:
“Mainstream luxury providers still mostly
seem to think that wellness equals spas. In
fact, luxury consumers now expect a much
more holistic array of offerings – including
fitness classes
“(88% of our survey respondents say fitness
is important on leisure trips), healthfocused
menus, on-site antiaging doctors,
mindfulness programming, and more.
Luxury travelers also want to learn about
the health and wellness practices that are
specific to the places they’re visiting, whether
it’s a Mediterranean diet in Italy or Ayurvedic
medicine in India. For these travelers,
wellness means a healthy holiday they return
from feeling fresher and fully rejuvenated. It
doesn’t mean one massage scheduled at an
odd time because of a packed travel schedule
and limited spa staff.”
A new generation of wellness hotels that
integrate the wellness experience into the
hotel stay is rising up to meet this demand.
And McKinsey notes that “many hotels
could likely step up their game even when
it comes to traditional spa experiences.
Spa booking should be easy, availability
should be rampant, and flexibility should be
constant if the visitor is to feel a true sense
of relaxation.”
Technological integration
and personalization
Digital detox and connectivity: There is a
growing demand for digital detoxing, where
travelers seek to disconnect from their
devices and connect with their surroundings
and other people. However, the assurance
of digital connectivity remains essential,
especially on cruises and in remote
destinations.
Personalized service: Luxury travelers
value personalized services highly. They
appreciate loyalty programs not just for
the points but for the recognition, attentive
service, and exclusive privileges they offer.
This includes foreknowledge of preferences
and access to hotel leadership.
Emerging Markets and
Geographic Shifts
Growth in Asia: The luxury travel market is
seeing significant growth in Asia, particularly
China. The region is experiencing a boom in
luxury hotel construction, with a preference
for larger properties and well-known luxury
brands. This shift is driven by increasing
wealth and a rising number of affluent
travelers in Asia.
Domestic and regional Travel: Domestic
travel remains the largest share of travel
spending, with affluent travelers increasingly
exploring luxury options within their own
countries or regions. This trend has been
bolstered by the COVID-19 pandemic, which
saw many travelers opting for domestic
destinations.
Future directions and opportunities
Innovative offerings: To attract and retain
luxury travelers, providers need to focus on
creating unique, personalized experiences.
This can include upgrading
accommodations, curating exclusive
activities, and offering tailored wellness
programs. Engaging with travelers through
personalized marketing and loyalty
programs will be crucial.
Understanding segments: Segmentation
by wealth, age, and nationality can help
providers tailor their offerings more
effectively. For instance, aspiring luxury
travelers often rely on branding to
validate their luxury experiences, creating
opportunities for entry-level luxury offerings
and brand collaborations.
McKinsey’s findings highlight the evolving
nature of the luxury traveler, emphasizing the
need for personalization, technological
integration, and a deep understanding of
varied preferences and behaviors. By catering
effectively to this diverse and growing market
segment, the luxury tourism and hospitality
industry can anticipate continued growth and
success in the coming years.
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Global travel & wellness trend:
nighttime wellness
With rising temperatures and a younger
generation eschewing alcohol and bars,
nighttime wellness is on the rise.
Wellness is becoming a nighttime pursuit
with more consumers around the world
seeking out healthy and engaging activities.
The Global Wellness Institute listed nighttime
wellness among its top trends for 2024
stating, “In a world becoming unbearably
hot, and with younger gens ditching booze
and bars for healthy social destinations,
after-dark wellness experiences are rising:
from stargazing and full-moon meditation at
resorts to a wave of urban social bathhouses
that are the ‘hot new party scene’”
There has been a surge in stargazing
experiences and nighttime programming
at resorts, including meditation, thermal
bathing, guided walks, and aquatic
activities. Plus, states the GWI report, social
bathhouses and wellness social clubs are
hosting events like late night group ice
plunges and social saunas with DJs and
dance parties.
Cooler evenings are a compelling
time for wellness activities
One reason hotels and resorts are
embracing the idea is that the rising
temperatures in warmer locations make the
cooler evening hours a compelling time for
activities and the hotter afternoons a good
time to reinstate the classic siesta.
Examples include full moon yoga classes
at Four Seasons Bali at Sayan, where
practitioners, “Bathe in moonlight and
harness the uplifting force of the universe,”
and “Balance the masculine energy of the
sun with a lunar vibe under the starry skies.”
The resort also offers a Night Spa Ritual:
“(A) pre-sleep ritual under the stars in a private
river-front location. A 90-minute warm river
stone massage using long rhythmic strokes
is followed by a crystal healing facial with a
marma point massage to stimulate the freeflow
of facial energy. Rose and sandalwood
oils reduce inflammation and increase blood
circulation, so you awaken the next morning
with radiant skin and a feeling of pure bliss.”
Contemplating the vastness of
the universe
Astrotourism and stargazing experiences
are also rising in popularity as travelers seek
meaningful and grounding experiences.
An October 2023 Vogue article notes the
emerging wellness trend of star bathing –
appreciating the night sky in a technologyfree
environment. Proponents say stargazing
offers mental health benefits like stress relief
and enhanced mindfulness by connecting
people with the vastness of the universe.
One example is Castle Hot Springs, where,
on select dates, guests can gaze at the starstudded
night sky with a guided astronomer
through a powerful telescope presentation
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in a reclusive dark sky canyon. One can also
“take it to the next level and immerse into
a celestial experience by floating in natural
hot springs surrounded by the surreal glow
of the Sonoran Desert.” GWI’s report also
lists Mii Amo in Sedona, Arizona’s 2.5-hour
Hiking Under the Stars program, which leads
guests under the dark sky and features a
mid-hike “canyon bathing” meditation.
The party is moving into the sauna
and bathhouse
Social bathhouses, meanwhile, are
reportedly becoming the hot new urban
nightspots as the younger generation
eschews boozy bars. These include
Bathhouse Flatiron in Manhattan, featuring a
coed sauna that seats nearly 100 people and
hosts sauna aufguss shows; and Othership,
with two Toronto locations and one pending
in NYC, also in the Flatiron district. Othership
also hosts aufguss, as well as other events
like group ice baths.
The newly renovated spa at Four Seasons
Washington DC is also introducing a unique
“night spa” concept later this summer,
offering guests the opportunity to enjoy
private spa experiences after hours and
create their own exclusive evening retreats.
These programs can help luxury hotels and
resorts accommodate travelers who may
become reluctant to vacation in hotter
locales as the world adapts to escalating
temperatures. In the report A Sustainable
Future for Travel, The Future Laboratory (via
GWI) identifies “Chasing the Shade” as an
emerging trend, and notes that locations
with more temperate climes are emerging
as popular destinations.
Spas staying open later
Travel + Leisure has noted that more spas
are offering evening and late night services
due to popular demand. Eden Roc Cap
Cana, for example, is keeping its cenote
open into the evening hours. There is no
limit to how late guests can reserve it and
they can also book spa services as long as
they give 24-hour notice.
“We found that activating in the cenote
during the peaceful evening hours is a
wonderful way for guests to have a different
experience and one that can take place
underneath the stars,” Spa and wellness
director Nayra Llinás told the media outlet.
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From Mexico to Tanzania: Emerging
global wellness & hospitality trends
As global wellness boundaries expand,
people are seeking out unique experiences
that cater to a diverse range of preferences.
The global wellness industry has been
going through a profound transformation
over the last few years, driven by a
renewed focus on holistic health and
wellbeing. In 2024, wellness trends reflect
a deepening commitment to sustainability,
personalization, and cultural immersion, as
individuals around the world seek to integrate
these elements into their daily lives.
From the serene spas of India to vibrant
wellness festivals in Saudi Arabia, the
industry is embracing innovative approaches
and ancient practices to meet the evolving
needs of a health-conscious world.
As boundaries expand, people are
seeking out unique experiences that cater
to a diverse range of preferences. Advanced
technology is playing a crucial role in this
evolution, enabling personalized health
plans and enhancing the accessibility of
wellness services, while authentic cultural
traditions and indigenous healing practices
are also popular for their timeless wisdom
and holistic approach.
We asked a selection of top wellness and
hospitality leaders around the world about
what people are seeking out in their locales.
Here’s what they told us about the global
wellness trends they’re seeing in 2024.
India: A deepening emphasis on
holistic wellbeing
Rajesh Padinhakkara,
Spa Manager, Grand
Hyatt Kochi Bolgatty,
Kerala, India
In India, I have seen a deepening emphasis
on holistic wellbeing, sustainability, and
cultural immersion. Wellness retreats
continue to proliferate across the country,
offering travelers opportunities to rejuvenate
through practices like yoga, meditation, spa
treatments and alternative therapies. There’s
a notable shift towards eco-friendly and
sustainable travel options, with travelers
increasingly seeking out stays at eco-resorts
and engaging in low-impact activities such
as cycling and communitybased tourism
initiatives. Digital detox retreats are also
gaining traction as individuals seek respite
from constant connectivity, providing them
with opportunities to reconnect with nature
and themselves.
Moreover, wellness tourism expands
beyond traditional destinations, with Tier 2
and Tier 3 cities emerging as new wellness
hubs, offering unique experiences and
promoting tourism in lesser-known regions.
Medical tourism remains strong, with India’s
healthcare infrastructure attracting travelers
seeking both traditional medical treatments
and alternative therapies like Ayurveda,
Naturopathy etc.
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Personalization becomes paramount in
wellness experiences, driven by advancements
in technology, enabling travelers to
access tailored fitness plans, dietary
recommendations, and wellness coaching.
Mainstream travel integrates wellness
amenities seamlessly, with hotels, airlines,
and tour operators incorporating wellness
offerings such as in-room fitness equipment
and healthy dining options etc. catering to the
evolving preferences of conscious travelers.
Latin America: Embracing
indigenous wellness
Sara Jones, Managing
Director/Editor, Spa &
Wellness MexiCaribe,
Solidaridad, Quintana
Roo, Mexico
In recent years, sound healing and vibrational
therapies have gained significant traction
in spas across Mexico and Latin America.
The utilization of various sound and
vibrational modalities, such as singing bowls,
tuning forks, gongs, and sound baths, has
become an integral part of spa services.
These therapies are offered in dedicated
sound therapy spaces within the spa or
wellness facility, or even integrated into the
hydrotherapy area. Furthermore, sound
and vibration elements are now being
incorporated into treatment protocols,
with the inclusion of bowls, chimes, and
ancestral instruments during massages,
facials, and body treatments. The market for
vibroacoustic spa beds has also expanded,
leading to an anticipated increase in the
integration of sound and vibration therapy
into in-room spa and wellness treatments.
Spas in Latin America have embraced
indigenous wellness practices and
energetic healing modalities to create
truly authentic and culturally enriching
experiences for guests.
These practices draw upon the deep
roots of indigenous traditions and wisdom
prevalent in the region. Shamanic healing
sessions, for example, encompass rituals,
plant medicine ceremonies, energy work,
and guidance from experienced healers.
The goal is to restore balance and harmony
by addressing physical, emotional, and
energetic imbalances within individuals.
Additionally, indigenous herbal medicine
is widely utilized, leveraging the healing
properties of local plants and herbs in a
variety of treatments like herbal massages,
wraps, and baths. Indigenous healers
(curanderos), drawing from ancestral
knowledge, are often responsible for
the preparation and administration of
these remedies. Sacred ceremonies,
such as the temazcal, hold significance
in indigenous traditions and spirituality.
These ceremonies pay homage to ancestral
energies through offerings to Mother Earth,
utilizing fire ceremonies and traditional
musical instruments like drums and rattles,
to foster a profound spiritual connection
and promote healing on a soul level.
The wellness real estate market is witnessing
dynamic growth globally, and Latin America
is no exception. Numerous developments
across the region are intentionally designed
to prioritize people’s health and wellbeing.
These spaces are thoughtfully created to
incorporate nature and sustainability, foster
meaningful connections with others and
create community, offer extensive wellness
programming, and prioritize hygiene and
safety through architectural features. Healthoptimizing
environments are achieved
through air and water purification systems,
circadian lighting, smart devices for medical
data collection, and AI-powered technology.
Expansive fitness and recovery facilities are
also opening in the region, catering to large
retreat groups, wellness travelers, extended
stays, and individual and family vacations
with a focus on fitness and wellness,
boasting never-before-seen installations and
stunning designs.
Tanzania: Sundowning &
Sound healing
Islam Mahmoud, Spa
Manager, Four Seasons
Hotels and Resorts,
Serengeti, Tanzania
Star Grassing has become a trend here in
Tanzania particularly in our zone, allowing
people to immerse themselves in the night
sky in pursuit of a better headspace. It’s
totally immersed in nature, allowing for utter
relaxation and a sense of rej uvenation.
Safaris are also popular. It’s very noticeable
that the guests really resonate with the
experience of being out on a game drive
and stopping in the middle of nowhere,
participating in a balloon safari or long ride
discovery journey, and just listening and
reconnecting with nature.
And the sundowner tradition in Tanzania, of
stopping at a stunning view or our water hole
to watch the sun set on another day and to
relax with a favorite beverage, and to sit and
reflect on life and the day’s activities.
Finally, sound healing has become an
increasingly popular form of treatment,
combining different healing sounds and
music to trigger a relaxation response, reduce
chronic stress, and balance the whole being.
It is a non-invasive way to restore the natural
frequencies within the body.
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Thailand: A growth in wellness
Tourism & preventative healing
Christaya Rodphongsa,
Director of Wellness,
Rosewood Phuket,
Thailand
Thailand is one of the world’s top
destinations and, after COVID, wellness
came to the forefront and it influenced
where guests chose to travel. We have seen
a growth in wellness tourism throughout the
country with a variety of preventive healing
practices; especially with the uniqueness of
Thai massage techniques coupled with the
ancient knowledge of Thai medicine.
The Thai Government has supported
education to raise awareness for more
practitioners in physio, modern medicine
or traditional Thai medicine, along with
the combination of Thai herbs. Ancient
Thai knowledge and practices, such as the
Thai herbal heat treatment from Phao Ya
(burnt herbs to let their ointment benefit
heal the aching body through heat) or
steam herbal compress, herbal pouch, and
acupuncture have been reintroduced to a
new generation.
Guests are looking for more therapeutic
results from these alternative therapies.
Phuket is one of the best tourist destinations
with huge potential in the medical/ wellness
sector with the utilization of advanced
technology and professional resources.
In late 2022, the Thai Government approved
the Andaman International Medical Center
project aimed at transforming this leading
resort island into a world medical hub. Aside
from serving as a training center for doctors,
nurses, and other medical personnel, the
center will also function as a research &
development base for healthcare and
wellness. In a new term of long life span,
Thailand will be a good choice to visit for
both short and long term.
Saudi Arabia: Wellness festivals
across the kindgdom
Laura Lishman, Director
of Spa: multi-site, St
Regis & Ritz-Carlton
Reserve, Red Sea, Saudi
Arabia
With the boom in tourism, conferences,
sporting events and music festivals across
Saudi, the wellness industry too is booming.
We are seeing wellness festivals being
hosted across the Kingdom now, wellness
destinations being developed and built and
individuals from all age groups taking an
interest in their overall wellbeing. We can
see this from the amount of new fitness
facilities being opened, holistic classes being
held, and spas that are being built, even
standalone spas outside hotels. There is
even a Saudi Arabian Wellness Association
(SAWA) that has been created to connect
and bring together wellness professionals
and wellness enthusiasts.
There has been, and always will be, a market
for the ‘quick fixes’ with regards to aesthetic
wellness, however, what we are seeing more
of now is people wanting to combine this
with longevity treatments, body analysis, and
mental wellbeing awareness
This is what is driving people to sign up
to gym memberships, study their mental
health, and book retreat-style vacations
where they want to feel reenergized and
rebalanced. The difference now is that they
don’t have to travel abroad to seek this, they
have everything they need now, right here in
Saudi, and this is just the beginning, there is
plenty more to come.
With that said, professionals now need
to look at their businesses and plan for
longevity of their wellness spaces and
offerings. Professionals need to be think
ing 3-5 years ahead and build for growth,
build for adaptations, and build for an
ever-changing industry. Be creative with the
designs that will allow for an easy change in
the future.
Indonesia: Deeper,
transformative experiences
Kim Herben,
Wellness Director,
Desa Potato Head,
Bali, Indonesia
Nestled in Indonesia, Bali has been for a long
time a unique haven known for its strong
energy and deep ancestral connections. It’s
like a pharmacy for the soul, where visitors
come to reconnect and rejuvenate. And it is
already renowned for its spa centers and
wellness retreats.
Lately, a new trend has emerged: seasoned
wellness enthusiasts are now seeking deeper,
transformative experiences. They crave a
stronger connection with the island and its
traditions. This interest has sparked a rise
in age-old Indonesian healing practices like
Jamu herbal medicine, sound healing, breathwork,
and traditional Balinese healing.
Bali seamlessly blends traditional practices
with modern wellness trends, offering
various options for self-discovery. The focus
is on balancing physical health, mental
clarity, and a deep connection with Bali’s
lush, natural surroundings.
14 | Spa Executive

Longevity is booming in the US
& Europe
Anna Bjurstam,
Wellness Pioneer,
Six Senses, Global
Countries are becoming more and more
proud of their own indigenous wellness
treasures, such as TCM in China, Ayurveda
in India, or other healing modalities in South
America. That’s something in which we’re
seeing a big surge. We’re also seeing a
strong trend where guests are seeking out
native healing traditions. On the complete
other end of things, longevity is booming
much more in Europe and the US compared
to Asia. Asia and that side of the world is
more spiritual and connected to nature in
everything they do. They’re smarter than we
are, because if your connected with nature,
have community, and feel that you have
a purpose, you’re happier and healthier,
and live longer than people who do IVs and
injections and stem cells while stressing
about it. But biohacking is obviously still
something that’s really happening.
China is also very focused on beauty. Beauty
is booming and they’re moving through
beauty trends at super speed.
They’re really into natural cosmetics and
cosmetic supplementation.
15 | Spa Executive

Remington Hospitality’s Maritsa Victorian on
tech, guest experience & fostering excellence
Maritsa Victorian of Remington Hospitality
talks technology in guest experience &
fostering excellence within her team.
Remington Hospitality, established in
1968, is a premier hotel management
company renowned for its innovative and
owner-centric approach. Managing an
extensive portfolio of more than 120 hotels,
including 26 major brands and 19 boutique
properties, Remington has positioned
itself as a leader in the hospitality industry.
The company emphasizes collaboration,
high-touch service, and entrepreneurial
management, ensuring exceptional value for
hotel owners and guests alike. Remington
Hospitality is distinguished by a commitment
to being the best, rather than the biggest,
creating value for every owner and
customer, every time.
Remington fosters a high-performance
culture through authentic leadership
motivating and equipping teams to
deliver top-notch hospitality experiences.
Remington also places a strong emphasis
on innovation and adapting to market
trends. Strategic initiatives include
enhancing operational efficiency,
integrating advanced technologies, and
prioritizing sustainability practices.
Maritsa Victorian is Remington’s Area
Director of Spa, overseeing spas at
California’s Bardessono Hotel and Spa
and Hotel Yountville. Throughout her
hospitality career, Ms. Victorian has worked
with an array of different types of spas and
properties, honing her leadership skills and
indulging her love for the industry. We asked
her about her career, the role of technology
in wellness, and fostering a culture of
excellence within her team.
Can you please talk about your
career trajectory and how you came
to be doing what you are today?
I was working in customer service and
marketing when I decided to explore my
longtime interest in hotel management.
My journey into hospitality began as an
assistant general manager at a 5-acre
mineral springs resort with a 20-treatmentroom
spa. This experience allowed me to
develop a deep appreciation for the spa
industry, combining my love for hotels
and resorts with my leadership skills
and knack for managing people, all while
fostering mental and physical wellbeing.
I committed to the industry and learned
a great deal from leaders such as Peggy
Wynne Borgman and Lisa Starr. I am
grateful to have had Jenean LaRoche as a
business mentor and Michael Stusser as
a sustainability mentor. My professional
path has taken me through a diverse
range of spa settings including resort spas,
casino spas, day spas, sustainable spas
and luxury hotel spas. I’ve had the privilege
of collaborating with private owners,
corporations and members, engaging in
consultations, task forces and networking
initiatives that enriched my professional
skills and afforded me the opportunity to
16 | Spa Executive

travel and successfully manage various
businesses and work with diverse groups
of people.
Can you please talk about your role
and what it entails?
My role as spa director encompasses a
broad range of responsibilities including
business management, marketing,
human resources, budgeting, forecasting,
accounting, IT, engineering and projectmanagement.
I directly oversee operations
and drive the vision for two renowned
resort spas in Napa Valley, Bardessono
Hotel and Spa and Hotel Yountville.
Additionally, I serve as a mentor to four
Remington Hospitality spa directors.
Outside of my role as spa director, I am an
active member of a San Francisco Bay Area
round table of spa leaders, and a part of
the Steering Committee for the Northern
California Spa Alliance.
Why do you think wellness has
become such an integral part of the
travel and hospitality experience?
There has always been an inherent
connection between wellness and
hospitality, seen in the thoughtful details
of comfortable beds, luxurious showers,
ambient lighting, fitness amenities and
other offerings that hotels provide to
ensure guests experience optimal sleep,
relaxation and self-care. However, it was
the pandemic that served as an awakening,
revealing how precious our lives truly are. It
was a time when we faced the unthinkable
and yet emerged stronger, with a newfound
perspective on the importance of self-care
and mindfulness. This collective pause
allowed us to reevaluate our priorities and
recognize the need for a more balanced
approach to work and life. Many of us
discovered that we no longer wished
to return to the old ways. By deeply
integrating wellness into the fabric of the
travel and hospitality industry, we can offer
travelers the rejuvenating “break” that they
are seeking.
How do you ensure your guests
at Remington Hospitality
properties receive a unique and
memorable experience?
Guests want more than unique and
memorable experiences – they want
transformational experiences. We do this
by providing therapeutic results with the
highest product and service standards
and by customizing each experience. At
b Spa, Bardessono’s spa therapy center,
we select natural ingredients for our
treatments, some from our very own
certified organic garden, that will best
enhance the experience for each individual.
As the first Spa Suite concept hotel in the
area, all of our guestrooms can transform
into a personal spa, giving our guests the
option to enjoy treatments in their room
or on their private patios. We take pride
in our team’s ability to provide kind and
genuine personalized service, which has
unfortunately become a lost art in many
businesses today.
What role does technology play
in enhancing guest experiences at
your properties?
Technology is vital to a modern successful
business. Guests prefer to communicate
by text and book online. They like menus
at their fingertips via a QR code, and
they want visuals of our services prior
to booking. We use the most advanced
technology available for our guests when
possible, such as our medical grade
oxygen machine and our VISIA skin analysis
machine as well as our superior infra-red
body treatment blankets. b Spa is the only
spa in Napa Valley to offer treatments with
the VISIA machine, using a skin analysis
system to grade our guest’s skin relative
to others of the same age and skin type to
evaluate what products someone should
be using, and to create a personalized
treatment experience. Two facials are
offered using the machine: the COSMOS
Anti-Aging Facial and the Peptide Lifting
facial. I feel that offering treatments with
advanced technology is key in providing
results-oriented products and services.
What qualities do you think are most
important in a leader in the spa &
hospitality sector?
Conscious leadership is key, emphasizing
transparency, open communication,
consistency, equality, active listening,
vulnerability, and a willingness to seek help
or admit mistakes. As spa leaders, we must
also possess strong business acumen and
adapt our communication styles to ensure
all guests and associates feel comfortable.
It’s crucial to hire team members who
genuinely enjoy serving others and find
fulfillment in making a positive impact on
guests’ lives. Ultimately, being thoughtful
and kind forms the cornerstone of effective
leadership in the spa and hospitality sector.
How do you foster a culture of
excellence among your team?
Through conscious leadership,
ongoing training and dedicated team
development efforts, I cultivate a positive
work environment. I prioritize open
communication and actively involve my
team in setting goals, tracking progress
and soliciting suggestions for enhancing
efficiency and service levels, both for
17 | Spa Executive

our guests and internal team. Providing
our team with the necessary tools and
resources is fundamental to ensuring they
can excel in their roles, fostering a sense
of pride and purpose that ultimately drives
excellence in everything we do.
after pandemic-related revenue losses.
We can address this by creatively
allocating budgets and showcasing the
value of wellness through metrics like
employee satisfaction and guest
experience improvement.
What are the key components of a
successful wellness program?
While being creative and thinking outside
of the box is where the real magic happens,
for any program, research, purpose
and results are also essential. We must
ask ourselves: Is the idea promotional?
Is it a passing trend or is it sustainable
in the long term? Listening to guests is
also crucial as we look for what they are
missing, what they are asking for, what they
want to feel and achieve, and what they
enjoy. Structure, organization, protocol
and consistency are also key. We must be
thoughtful and attentive to detail when
carrying out programs operationally,
ensuring that we have the necessary
tools and resources, and that our team is
well-informed and engaged. This extends
beyond the spa team to include the
beverage and food team, the hotel front
desk, valet services and housekeeping. It’s
imperative that everyone is aware of our
offerings so they can seamlessly promote
and enhance the guest experience.
What do you think are the biggest
challenges facing the wellness
+ hospitality sectors right now?
What are some solutions to these
challenges?
What are you most excited about
for the industry and Remington
right now?
I am most excited about wellness being
at the forefront of all properties and
experiences. The whole world is now
speaking our language! Wellness is
everywhere. I love the partnerships with
beverage and food that include so many
nourishing options. I am also excited about
new openings and partnerships. We are
eager to expand beyond traditional hotel/
resort models, and to combine resources
with vendors who share our values. We
look forward to continuing to offer select
products that represent those values
as well. One wellness-oriented package
that we are offering at Bardessono right
now is the B Well Spa Package which
includes a spa welcome amenity, a spa
butler to prepare guestrooms for in room
treatments, one 50-minute b Massage and
a $150 spa credit for additional services.
This package seamlessly integrates
relaxation and rejuvenation into the guest
experience, reflecting our dedication to
holistic well-being.
Finding and retaining committed talent.
To attract the right candidates, we need
flexibility and patience in hiring and
scheduling. Another challenge is proving
the ROI of wellness programs, especially
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:
Aman Kyoto
The Aman Spa at Aman Kyoto is a
sanctuary of calm where traditional onsen
bathing delivers the purest forms of relaxation
and healing.
Aman Kyoto is a serene retreat nestled in
a secret garden at the foothills of Hidari
Daimonji mountain in Kyoto’s Takagamine
district – moments from Kyoto’s center and
within walking distance of the famous
Kinkaku-ji golden temple.
The resort, surrounded by whimsical stone
pathways and moss-covered grounds, offers
an intimate connection to nature and a rich
cultural heritage.
Aman Kyoto’s latticed guest rooms and
suites are inspired by traditional ryokan
inns, featuring minimalist designs that exist
in harmony with the natural surroundings.
Spacious and light-filled
Interiors are ingeniously crafted to foster
peace, relaxation and contemplation. Guest
rooms offer serene views of the gardens
and forests, while the spacious Takagamine
Suite and the secluded Washigamine Pavilion
provide luxurious accommodations with
traditional and modern amenities.
Dining options include the Living Pavilion
by Aman, which serves innovative dishes
with a “Land to Table” concept, created with
locally sourced ingredients. Guests can enjoy
traditional Kyoto-style cuisine, afternoon
tea, and alfresco picnics. Taka-an restaurant
offers a quintessentially Japanese culinary
experience, with a kaiseki-style tasting
menu that celebrates the artistry of Honami
Koetsu. The tranquil atmosphere and
meticulously prepared dishes make dining
here a unique experience.
Aman Spa
The Aman Spa at Aman Kyoto is a sanctuary
of calm. The natural spring water that flows
near Aman Kyoto is central to the spa,
where traditional onsen bathing facilities
deliver the purest forms of relaxation and
healing. Aman Kyoto promotes wellbeing
through the integration of world-class
treatments with deep relaxation. Bathing,
breathing practice, Zazen meditation,
shiatsu, acupuncture, reflexology and moxa
are all part of the Aman Kyoto experience.
Aman Kyoto’s spa menu includes signature
and bespoke treatments that incorporate
local healing ingredients, including Kyoto
green tea, Tamba Kuromame black
soybeans, local sake and cold-pressed
camellia oil.
Aman Kyoto signature
treatments include
Aman Kyoto Signature Journey
This deeply relaxing Journey incorporates
a range of full-body massage treatments
using Japanese and local essential oils such
as Kyoto Kitayama cedar, podocarpus,
hinoki cypress, yuzu citrus, hakka mint,

green tea, sakura cherry blossom, ginger,
shiso and cold-pressed camellia oil.
Azuki Scrub
A body polish using azuki powder and
Kyoto natural silk cocoon soup. The scrub
employs a silk towel made from newly
woven cocoons.
Personalised Spa Journey
This journey begins with a consultation in
which an Aman Spa therapist pinpoints
your needs. Aman Spa products and locally
sourced aromatherapy oils are then used
across a diverse array of techniques –
helping to guide you to exactly where you
want to be.
Japanese Gold Leaf Facial
This holistic facial includes a soothing
massage of the shoulders, neck and face.
Natural ingredients penetrate deeply to
cleanse, nourish and hydrate the skin. The
treatment releases tension points on the
scalp and face to improve circulation and
tone facial muscles. The final touch is the
application of a 24k gold mask to your
face, neck and décolletage which provides
mineral nutrition to your skin. A fine
Japanese platinum mask can be added for
additional mineral support.

Spa & hotel performance metrics:
the most important KPIs
Key Performance Indicators (KPIs) are essential
tools for spas and hotels to identify strengths
and areas of opportunity. Keep an eye on
these spa and hotel performance metrics.
Key Performance Indicators (KPIs) are
essential tools for spas and hotels to
measure performance, identify strengths
and areas of opportunity, and make
informed, data-driven decisions.
Book4Time software helps track the most
important KPIs for your business with
easy-to-read reporting dashboards.
Let’s look at some of the most critical KPIs
for spas and hotels, why they matter, and
how to read and improve them.
Important spa & hotel performance
metrics to watch
1. Business KPIs
Revenue per Available Treatment
Hour (RevPATH)
RevPATH measures the revenue generated
per available treatment hour, which indicates
how efficiently the spa utilizes its resources. A
higher RevPATH suggests effective utilization
of treatment rooms and staff, while a lower
RevPATH may indicate inefficiencies or
underutilization.
Compare RevPATH across different time
periods and services to identify trends and
areas needing improvement. Look at your
schedules, promotions, and pricing strategies.
Do your staff schedules align with peak demand
times? You may consider offering time-limited
promotions during off-peak hours to boost
occupancy or adjust prices for high-demand
times or services to maximize revenue.
Average Ticket Size
This KPI reflects the average amount spent
by customers per transaction, providing
insights into sales performance. Differences
between average ticket sizes for online
and in-spa bookings can highlight issues in
customer engagement or service offerings.
Analyze ticket sizes by booking method
and service type to understand customer
spending behavior. For example, if your
in-spa booking ticket is higher, on average,
than your online booking ticket, or vice
versa, why would that be? Does your team
need more training on suggesting additional
services or products to increase transaction
value or do you need better incorporation
of your upsell options on your booking site?
Attractive service bundles will encourage
higher spending.

Turnaway Rate
The turnaway rate indicates the percentage
of potential business turned away due
to lack of availability or other constraints.
High turnaway rates can signal missed
revenue opportunities and a need for better
resource management. Monitor turnaway
rates over different times and services to
identify patterns and identify the reasons, so
you can fix the issue.
You may need to Increase staff or extend
hours during high-demand periods or
implement dynamic pricing to balance
demand and supply. Clients can also be
encouraged to book in advance through
incentives, ensuring they get the spots and
services that they want.
Yield Management Effectiveness
This KPI measures how well a business
optimizes its pricing and inventory to
maximize revenue. Key aspects of this
effectiveness include additional revenue
generated month-over-month (MOM) and
year-over-year (YOY), and the analysis of
occupancy rates between weekends and
weekdays to gauge the success of pricing
strategies, either by percent or dollars.
Is yielding solely on weekends or weekdays
bringing successful results? Analyzing these
metrics helps to identify effective strategies.
Possible ways to improve include adjusting
pricing strategies based on demand
patterns, implementing dynamic pricing
models, and utilizing data analysis tools to
track and respond to real-time trends.
2. Technician KPIs
Utilization Rate
Measures the percentage of time
technicians are actively engaged in providing
services. High utilization rates indicate
efficient use of technician time, while low
rates suggest underuse. Compare utilization
rates across technicians and services to
identify disparities.
Where there are gaps, align technician
schedules with peak booking times, provide
training to improve service efficiency and
reduce downtime, and offer incentives for
higher utilization rates.
Client Request Rate
Shows the percentage of clients who
specifically request a particular technician.
High request rates indicate client satisfaction
and technician popularity. Track request
rates over time to gauge client preferences
and technician performance.
Consider rewarding technicians with high
request rates. At many spas, this KPI is part
of the equation when considering staff
promotions. It can also be used to see
where additional training for less requested
technicians to improve service quality may
be in order.
Retail to Service Ratio
Compares the revenue generated from retail
sales to service sales. A high ratio suggests
effective cross-selling, while a low ratio may
indicate missed sales opportunities. Monitor
the ratio across different technicians and
time periods.
Technicians and other team members must
be equipped with comprehensive product
knowledge and trained in effective sales
techniques to boost retail sales. Commission
structures and tiered pay structures can
motivate teams to sell. But note also, that
people may have strengths in other areas
and be making their own contributions. For
example, a service provider with a higher
request rate and lower retail-to-service ratio
may be popular with customers who don’t
want to be sold to and contributing just
as much or more revenue. That’s why it’s
important to look at the whole picture and
not just a part of it.
3. Operator (Front Desk Agent) KPIs
Service Detail by Operator
Tracks the number of services booked
by each operator and their revenue
contribution to identify top-performing
operators and highlight areas where others
may need support.
Analyze bookings and revenue data per
operator to assess performance and
conduct regular performance reviews
to provide feedback and set goals. Offer
targeted training for operators who
underperform and offer incentives on sales
and revenue increases.
Operator Productivity
Measures productivity in terms of booked
revenue, hours, appointments, and
guest interactions. Higher productivity
indicates effective use of operator time and
resources. Compare productivity metrics
across operators and time periods.
Streamline booking processes to
enhance efficiency, establish clear
performance targets and provide regular
feedback, and recognize and reward

high-performing operators to motivate
continued excellence.
Retail Sales Performance by Operator
Tracks the retail sales generated by each
operator, highlighting which operators
excel in selling retail products.
Monitor sales data to identify top
performers and those with room for
improvement. You might provide ongoing
sales training and product knowledge
updates – but again, look at the bigger
picture to see how much someone is
contributing, not just monetarily but to
overall operations. Someone with excellent
customer relationship skills, for example,
or who organizes and cleans the space,
keeping it running well, has other kinds of
value. You might also implement incentive
programs to boost retail sales efforts.
Knowing how to read your KPIs is vital
for understanding and improving the
performance of spas and hotels. By
regularly tracking and analyzing these
indicators, businesses can make informed
decisions, optimize operations, and
enhance customer satisfaction.

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