Spa & Wellness MexiCaribe 54, Summer 2024

ELEVATING THE GUEST
EXPERIENCE WITH AI
Imagine confidently greeting your guest by name, armed with the
knowledge that her flight was delayed by five hours yesterday.
She's here for a second honeymoon, for the next seven days. A
dedicated runner, she indulges in regular deep tissue massages,
but the last time she was on the property, she had an organic facial,
and just before her flight, she treated herself to a manicure. As she
approaches your reception desk to make spa appointments, this
wealth of information is seamlessly and concisely delivered to you,
along with several highly specific recommendations based on realtime
data and availability. This is AI in action.
While AI has the potential to affect our industry through enhanced
efficiency (think chatbots) and automation (massage robots), there
is nothing more compelling than hyper-personalization in spas. AI
transcends mere familiarity with guests' names or recalling their
previous appointments. It delves into comprehending a guest’s
distinct preferences, lifestyle choices, and current circumstances.
By leveraging AI algorithms, online interactions, previous bookings,
spending habits, and feedback forms, spas can craft detailed guest
profiles and accurately predict and offer an ideal wellness agenda
for each guest.
these examples may feel very simplistic, the amount of data that AI
can contribute to the recommendations can come from hundreds
of sources and thousands of data points, and this technology is not
limited to hospitality.
Hyper-personalization can deeply impact the spa business, as it
nurtures a profound sense of connection and loyalty. When guests
feel genuinely understood and valued, they're more inclined to
return and recommend the spa to others. This translates into
increased revenue by reducing sales resistance and fortifies the
spa’s reputation as a reliable provider of unparalleled wellness
experiences.
By seamlessly integrating AI-driven hyper-personalization into spa
operations, professionals can elevate guest experiences in ways we
have only dreamed about, fostering lasting relationships and driving
business success in the competitive landscape.
By Cheryl Sott
Spa Asset Manager, Trinity Spa Advisors
www.trilogyspaholdings.com
The integration of AI empowers spas to anticipate guests’ precise
needs and preferences preemptively. For example, being aware of a
guest’s delayed flight allows the spa to adapt their treatments and
schedule accordingly. By scrutinizing patterns and trends from past
interactions, AI algorithms can propose additional personalized
recommendations, such as suggesting a post-run recovery massage
for the avid runner at the exact time that they would need it. While
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