Spa Executive | Issue 1 | December 2018

SPA EXECUTIVE
DECEMBER 2018
FOR LEADERS IN THE BUSINESS OF WELLNESS
!
NEWS
SPA & WELLNESS
TRENDS
TO WATCH IN 2019-2021. PAGE 04
MANAGEMENT
DIFFICULT
CUSTOMERS
12 strategies to handle them.
PAGE 20
SHANE BIRD
don’t forget to visit
SPAEXECUTIVE.COM
of Turning Stone’s SKANA Spa.
What it takes to run an award-winning spa.

EDITOR
Elizabeth Bromstein
PUBLISHER
Roger Sholanki
CREATIVE DIRECTOR
Yeniffer Padrino
COPY EDITOR
Stephanie Meszaros
SPA EXECUTIVE
MAGAZINE
HAS ARRIVED!
I’m excited to introduce you to our new Turning Pages version of Spa Executive magazine. I
hope you enjoy this layout. Here’s what we’re talking about inside.
It’s no secret that running an award-winning spa
is a labour of love – as well as a lot of just plain old
labour. And spa managers and directors also face
many challenges when it comes to standing out from
the competition. So, for this issue of Spa Executive,
we spoke with Turning Stone’s Shane Bird about what
it takes to operate an award-winning spa, like Turning
Stone’s SKANA, the only spa in Upstate New York
rated 4-Stars by Forbes Travel Guide, also recently
named Best Spa by Casino Player magazine.
Shane’s comments about the people on his team
underscore why he is an inspiration. “I would say the
foundation to any award-winning spa is the staff,”
he said. “Everybody tries to have a great facility,
but you’re not going to have an award-winning spa
without that staff. Anybody can do product and nice
linens and good tables, but it takes a lot to gather the
staff together, to get them marching to the same drum, maintaining the same standards,
and forming a tribe, for lack of a better word.”
This is the key piece of the puzzle when it comes to spa success. According to the most
recent Global Wellness Economy Monitor, the number of global spa locations rose from
121,595 in 2015 to over 149,000 in 2017. That’s a lot of spas -- where all of you are working
to create excellent treatment menus and feature the best products in the world. So, how
does one stand out from the others? With great people, because those people aren’t just
the foundation of your customer experience – they are your customer experience. From the
managers to the service providers to the rest of your valuable team members, they are what
makes or breaks your spa.
Understanding that is key to rising above the competition in this industry.
Be good to your people.

C O N T E N T S
4 SPA & WELLNESS TRENDS TO WATCH IN 2019-2021
6
8 THINGS YOU CAN DO TO BE A BETTER SPA MANAGER
8 SPA INDUSTRY HITS RECORD REVENUE HIGHS
10
WOMAN
THE MOST COMMON WELLNESS TRAVELLER IS A SOLO
12 TAKE A LOOK INSIDE: SENSE, A ROSEWOOD SPA AT
MAYAKOBA
14
TAKE A LOOK INSIDE: SIX SENSES RESORT & SPA,
ULUWATU, BALI
16
SHANE BIRD INTERVIEW
19 INSPA INTRODUCES THE INSTA FACIAL
20
TWELVE STRATEGIES FOR HANDLING DIFFICULT SPA
CUSTOMERS
22 REMARKABLE SPA RESORT PLANNED FOR YALOVA,
TURKEY

NEWS
SPA & WELLNESS
TRENDS TO WATCH IN
2019-2021
THE EXPERTS HAVE SPOKEN, AND HERE’S WHAT IS TRENDING
The death of “weight loss,” digiceuticals, and improving cancer care make this list of spa & wellness trends to
watch 2019-2021.
THE FINAL QUARTER of 2018, and you know what that
means. It’s time to roll out our predictions for wellness
& spa trends to watch in 2019 and into the next
few years. At Spa Executive, we love this time of year.
Not just because we get to talk about the things we’re
excited about, but also because we get to speak with industry
experts about what they’re excited about.
1. GOURMET WEED-INFUSED EDIBLES
The popularity of the non-psychoactive cannabinoid CBD as both
a topical and oral agent to combat afflictions such as chronic pain
and anxiety is well documented. CBD is becoming increasingly
common in body treatments and medicine cabinets. Now we’re
seeing the emerging trend of its use as an ingredient in gourmet
and health food and beverages, and CNN recently called it “the
USA’s coolest food and drink ingredient.”
In 2018, Adriaen Block, “the first CBD restaurant and bar in NYC,”
opened in Aestoria, NY. The eatery has more than a dozen menu
items intended to be served with CBD, and goal is to mix “the pleasure
of craft cocktails and well made food with the numerous benefits
of CBD oil.” Meanwhile, the James Hotel, also in NYC, has teamed
with celebrity “cannabis chef” Andrea Drummer to create a unique
menu of CBD-infused dishes, treats, and beauty products.
Other examples of taking CBD to the next culinary level include Plant
Miami, a vegan restaurant located inside The Sacred Space, a Miami
wellness space, which reportedly offers the Plant Medicine cocktail,
made with fresh pineapple, house coconut milk, dark rum, and CBD
oil. And Gracias Madre, a plant-based Mexican restaurant in West
Hollywood, offers CBD cocktails, including Stoned Fruit and a Sour
T-eisel.
2. FERTILITY WELLNESS
After centuries of hiding in the shadows, fertility/infertility is moving
to the forefront of wellness. This previously quiet cohort is opening
up and actively seeking solutions. Guiding the conversation is pregnantish.com,
a website devoted to giving those struggling with fertility
a place to seek and share insight and information.
Fertility problems affect approximately one in eight couples, and
possibly more, and the treatments can have a range of psychological
and physiological health impacts. The spa and wellness sector is well
placed to serve this educated and often affluent group.
Pregnantish Media founder Andrea Syrtash told Spa Executive, “This
group is hungry for support and resources that comfort them during
this stressful process of fertility treatments and/or infertility.”
4 SPA EXECUTIVE MAGAZINE DECEMBER 2018

NEWS
Pregnantish has created partnerships with doTERRA Essential
Oils and Theralogix vitamins and supplements, and is in talks
with an at-home massage service.
“Brands should want to reach these people,” said Syrtash. The
opportunities here are plentiful.
3. GOING CRUELTY-FREE
The global vegan/cruelty free cosmetics market is growing
fast. Estimated at USD 12.9 billion in 2017, the market is
expected to reach USD 20.8 billion in 2025.
The demand for cruelty free cosmetics is loud, and companies
and policy makers are listening. Nearly 40 countries
have bans and regulations in place regarding the sale of
cosmetics tested on animals, including the whole of the EU,
Israel, New Zealand, Turkey, the UK, and South Korea. And
in September 2018, California became the first US state to
pass a bill implementing a ban. As California is the world’s
fifth largest economy, many assume the move will have an
impact on the global cosmetic market, which in 2017, was
valued at more than USD 532 billion.
And Unilever, which owns 400 brands including Dove,
Vaseline, Pears, and Pond’s, has called for a global ban on
animal testing for cosmetics as part of a collaboration with
animal protection group Humane Society International.
3. DIGICEUTICALS
Beyond the wellness-lifestyle app, “digiceuticals” or “digital
therapeutics” companies carry out clinical trials and may seek
approvals from regulatory bodies. These apps can be prescribed
by a doctor, and may work instead of, or in conjunction
with, medications to treat and manage a wide array of
conditions. These include but are not limited to diabetes,
chronic pain, addiction, schizophrenia, post-traumatic stress
disorder (PTSD), and depression.
The Global Wellness Institute recently marked digiceuticals
and how they will affect the wellness industry as an issue to
watch. “This new generation of digital medicines that rely on
software for curing or managing a disease is booming,” wrote
the GWI. “200 deals closed in the US in the first half of this
year, representing a cumulative investment of $3.4 billion.”
Pharma firms and venture capitalists reportedly remain cautious,
but the area is promising. The Economist predicts that
once accepted, “digiceuticals should take off and may well be
created by large pharma and tech firms as well.”
4. VIRTUAL REALITY
Forbes reports that in 2017, the VR healthcare market had
grown to $976 million from $525 million in 2012. And that the
VR and Augmented Reality (AR) healthcare industry will reach
an estimated $5.1 billion by 2025.
In September, 2018, VRHealth, a Boston and Israel-based
healthcare technology company, announced that it has partnered
with Oculus to deliver its health and wellness solutions
using Oculus products. VRHealth is using Oculus Go and Rift
to provide VR technology solutions for a variety of health challenges,
“from pain management for birthing mothers and
cancer patients during chemotherapy to alleviating patient
anxiety before and after surgery.”
According to a media release, VRHealth’s technology is seeing
early success in medical facilities and hospitals.
Guided VR, a health and wellness app company, creates VR
experiences for spas. Examples listed on their website include:
• Rest on a Caribbean beach during a massage.
• Enjoy a manicure while meditating on the Colorado
mountainside.
• Watch the sunset over a massive Hawaiian waterfall while
enjoying a body wrap.
• Tour Iceland while in the waiting room.
Meanwhile, the Oddly Satisfying Spa, a pop-up “tech spa” in
Brooklyn, recently became one of the first to use VR as a treatment.
This is combined with ASMR, massages, plant life, and
peace-inducing music to create an experience that is part art
show, part spa, according to VR Fitness Insider.
For more trends, movements, and changes to watch in 2019-
2021, subscribe to our newsletter to download the full report.

MANAGEMENT
EIGHT THINGS YOU
CAN DO TO BE A
BETTER SPA MANAGERSource:
Use these tips to improve you spa management skills.
BEING A SPA manager is hard. You’re responsible
for a team and for the success of the
business. Poor management can result in a
toxic work environment, staff attrition, and
low morale — all of which have an immediate
impact on customer experience, which ultimately makes
or breaks your spa business success. And that can feel like
an overwhelming responsibility.
If you’re in a management position, however, that means
someone has confidence that you can do it. How well you
do it is up to you.
1. LISTEN
You think you listen. But do you really? Haven’t we all had
a manager in the past who clearly never hears a word we
say? When someone on your team is speaking to you,
listen with your ears, your mind, and your whole self. Avoid
thinking about how you’re going to respond – or about
your tasks for the day – while the other person is talking.
The ability to listen is what makes the difference between
bad leaders and great leaders.
2. BE SUPPORTIVE
We’ve talked before about how crucial it is to support
spa staff, as they are often in more vulnerable positons –
both physically and emotionally – than workers in other
industries. Many of them are often alone and in physical
contact with often half dressed strangers in small spaces
for extended periods of time. They listen to all kinds of
problems, deal with people’s personal and wellness issues,
and often hear complaints or deal with difficult people.
And good ones do it with a smile, a sympathetic ear, and a
high degree of professionalism. Spa staff jobs can be physically
taxing and tiring – and repetitive. What they need in
order to keep doing their best is a manager who has their
backs, and listens to and supports them. Without that it
can become difficult to bother day after day.
3. LEAD BY EXAMPLE
If you want a staff that takes guest experience and personal
interaction seriously, you must demonstrate that
you take these things seriously. Do this by treating everyone
with equal respect, and in doing your own job conscientiously
and thoroughly. Take responsibility for your
failures as well as your successes, and inspire your team to
go above and beyond the call of duty by doing so.
4. MAKE SURE EVERYONE IS AIMING FOR THE SAME GOALS
Set goals and communicate these to your team, whether
it be increased occupancy, better customer retention, or
improving retail sales. And outline the tactics for achieving
them. When employees feel that they are instrumental
to the success of an organization, they are more inclined
to put the effort towards achieving that success. They’re
also less inclined to go looking for another job when they
6 SPA EXECUTIVE MAGAZINE DECEMBER 2018

feel invested in the success of their current
company.
5. BE OPEN TO FEEDBACK & SUGGESTIONS
You are not infallible and you might sometimes
be wrong, or have ideas that could
use improvement. Empower your team to
voice their concerns and opinions, even if
it means putting your ego on hold. What
would you rather have? Team members that
do what you tell them to do and stay silent,
even if they have an idea that will work
better? Or team members that share those
ideas with you?
6.INVOLVE YOUR EMPLOYEES IN THE
DECISION MAKING PROCESS
Your team’s input can be immensely valuable
when it comes to making business
decisions around treatment menus, products,
programs, services, and more. Who
knows your client base better than your
service providers and support staff? Also,
involving people in the decision-making
process sends the message that their
opinion is valued – and that goes a long way
towards motivating people to do their best.
7. HOLD PEOPLE ACCOUNTABLE
Any employee worth having around wants
to be held accountable. This means communicating
that they are expected to live
up to expectations, and even exceed them.
Many managers might pick up the slack for
a careless employee because it’s easier than
speaking to that person or for fear of confrontation.
But in the end this doesn’t solve
anything and it sends the message that it’s
OK to do a less than optimal job because
someone else will pick up your slack. And
that is not the way to run a successful
business.
8. BE GENEROUS WITH PRAISE
When people are busy they often only think
to communicate when something goes
wrong, rather than when something goes
well. What that does it make people not
want to speak to you, and panic when they
see you coming. Give positive feedback as
much as possible. If a customer praises a
service provider, or someone does a particularly
good job on something, be sure to let
that employee know.
Learning to be a good manager is an
ongoing process. But it’s all about respect
and treating people as though they are
valuable.
As Forbes Senior VP of Ratings recently told
us, “When one feels respected, and that their
ideas are valuable and their contribution is
meaningful, that reflects in their attitude.
When they see the return on the investment
they make as an individual through a positive
working environment, that all benefits
the guest.”

NEWS
SPA INDUSTRY
HITS RECORD
REVENUE HIGHS
entering the market in the U.S. every week.
The study also revealed total visits to be
187 million – the equivalent of over 511,000
people visiting U.S. spas each day.”
Colin McIlheney, Global Research Director
at PwC, said, “What is most striking is the
across the board surge in numbers. All
key performance metrics are on a strong
upward trajectory. This is evidence of an
industry enjoying a sustained period of
robust growth.”
THE UNITED STATES spa industry
revenue reached a record
high of more than $17.5 billion
in 2017. This marks a 4.3%
increase from $16.8 billion in
2016.
This is according to the International
SPA Association (ISPA), which recently
released its full annual findings of spa
industry indicators conducted by PricewaterhouseCoopers
(PwC).
The study presents what is known as the
“Big Five”: total revenue, spa visits, spa
locations, revenue per visit and number of
employees for the US spa industry.
“The data continues to show a healthy and
robust spa industry resulting in a wealth of
reputable career opportunities for those
looking to find a stable work environment,”
said ISPA President, Lynne McNees, according
to a media release. “This study marks
eight consecutive years of revenue growth
with total spa industry revenue exceeding
$17.5 billion in 2017.”
The number of spa locations is also at a
record high, with 21,700, across the US. This
beats the previous high of 21,300 recorded
in 2008, just before the recession.
“The net increase of 510 spa locations in
2017 equates to just shy of 10 new spas
The complete study was released at the
2018 ISPA Conference & Expo taking place
in Phoenix September 24 – 26.
Meanwhile, the Global Wellness Institute
has also released the 2018 Global Wellness
Economy Monitor. And according to that,
the number of global spa locations rose
from 121,595 in 2015 to more than 149,000
in 2017. The spas employ nearly 2.6 million
workers, and the total global spa economy
has grown to a $118.8 billion market. The
GWI report states that from 2015-2017, the
hotel/resort spa category added the largest
number of spas and revenue, and has now
surpassed day/salon spas as the industry
revenue leader.
8 SPA EXECUTIVE MAGAZINE DECEMBER 2018

NEWS
THE MOST COMMON
TRAVELLER IS A SOLO
WOMAN
HERE’S WHAT SHE WANTS.
10 SPA EXECUTIVE MAGAZINE DECEMBER 2018

NEWS
THE MOST COMMON wellness tourist is a woman
travelling alone who wants to spend less than
2,000 USD on a five-day all inclusive wellness
vacation, and absolutely must have her pick of
healthy food options.
This is according to a recent survey conducted by The Wellness
Tourism Association (WTA), a Denver, Colorado based non-profit
organization creating networking, educational and marketing
opportunities for the wellness tourism industry.
A total of 2,566 respondents participated in the online survey. The
overwhelming majority of these (92%) were female. They varied in
age from 35 to 55 (46.57%) and over 55 (43.26%), with the remainder
younger than 35 years.
Here are a few key findings according to a media release:
A “general overall reboot”
Just under half of survey respondents (44.93%) identified a
“general, overall reboot” as their main goal for a wellness vacation.
Half of respondents (49.22%) would be willing to spend less than
USD 2,000 on a five-day all-inclusive (not including transportation)
wellness vacation. Close to the same number (44.86%) would be
willing to spend between USD 2,500 and USD 5,000.
A vast majority (84.57%) cited “a variety of healthy food options” as
a “must have” for their personal wellness vacation, followed closely
by “accessible nature” (72.9%),“access to spa treatments” (69.91%)
and “a wide range of scheduled fitness activities” (68.86%).
Sizing up their “perfect length of stay” for a wellness vacation,
48.75% of respondents chose “3 to 5 nights,” while 33.63% chose
“7 nights.”
When asked with “whom do you/would you prefer to travel on
a Wellness Vacation?” 47.15% said they would like to travel solo,
either to stay that way (22.72%) or to “meet up with the like
minded” (24.43%) or “with a significant other” (24.28%).
Asked what type of wellness vacation they “do” or “would” prefer,
76.73% selected “a self-guided program” with opportunity to pick
and choose from a menu of options,” versus just over 23.27% who
wanted “a structured program” guided by hosts and experts.
“As a journalist covering the travel industry for over 20 years, I
am thrilled to kick off the inaugural WTA Meeting of Members
by revealing the findings of our first survey,” said Anne Dimon,
President of the Wellness Tourism Association. “While the survey
has confirmed things we already knew, it also revealed a few surprises.
We know the results will provide much needed consumer
data for both suppliers and travel advisors.”

GROWTH
TAKE A LOOK INSIDE:
SENSE, A ROSEWOOD
SPA AT MAYAKOBA
12 SPA EXECUTIVE MAGAZINE DECEMBER 2018

GROWTH
Forbes Travel Guide recently released a list of the 30 Most
Luxurious Spas in the World. One of the 5-star spas to make
that list is Sense, a Rosewood Spa at Mayakoba, today’s Spa
Spotlight.
The breathtaking Rosewood Mayakoba resort is a luxury
retreat sitting on a mile of white-sand beach on the Riviera
Maya in Mexico just north of Playa del Carmen. The resort
covers several small islands surrounded by a mangrove jungle
at the heart of the ecological enclave of Mayakoba. The beach
sits on Caribbean blue water and borders the second largest
coral reef in the world.
Built alongside serene lagoons and the Caribbean Sea, the
Rosewood’s 136 suites and villas are crafted from indigenous
materials and offer panoramic views of the surrounding
natural habitat.
“Guests enjoy spacious interiors outfitted with contemporary
furnishings, the finest modern design and airy outdoor terraces
complete with private plunge pools”
Activities and amenities at the resort include three pools, a
state-of-the-art fitness centre, a golf course, and two tennis
courts. There are shopping and fine and casual dining options,
and guests also have access to lectures on Mayan culture,
history and the Yucatán ecosystem.
Sense Spa is a secluded retreat within a retreat. Guests cross
a bridge, called “Puente del Balneario,” to reach the private
island where the 17,000 square foot spa is located. The spa’s
interior spaces open to gentle breezes and the stunning
natural jungle environment. Sense Spa features 12 treatment
rooms and eight Island Suites , as well as therapeutic plunge
pools, steam grottos, saunas, experiential showers, a meditation
platform, and a relaxation deck.
The spa menu features therapeutic treatments using ingredients
made from indigenous plants such as aloe and agave
cactus. The treatments include Sense Journeys, “Designed to
unite energies with the splendor of the surrounding natural
environment,” and to bring guests to a state of well-being
and relaxation.
“Named after the Mayan word for life “Kuxtal”, this unique
experience pays homage to the ancient beliefs of the Mayan
Shamans who recognized their direct connection with all
living forms. The journey begins with a sensorial awakening
ritual where a fusion of aromas, sounds & taste blend with
the beauty of nature to awake each one of the five senses.
“Inside the garden guests are encouraged to embrace the
cycle of life and discover their spontaneous connection with
one of the plants to use its healing significance to design
a customized journey centered on the four levels of wellness:
physical, emotional, spiritual or mindfulness. Reliant
on the guest intuitive choice, the journey may be focused on
physical healing work, meditation experiences or energetic
balance sessions.”
Also notable is the “Marry Oneself Journey,” which the spa
debuted in March 2018. This is a unique three–to-four night
personal retreat focusing on self-love.
“Inspired by ancient Mayan traditions, guests re-engage with
their inner selves amongst the lush, pristine backdrop of the
Riviera Maya. The personalized luxury experience includes a
series of guided rituals led by Rosewood Mayakoba’s resident
Shaman and spa experiences, culminating with a ceremony
of self-commitment.”
The experience includes a consultation with the Shaman, a
customized itinerary, and spiritual lessons “incorporating the
four elements of the universe – earth, air, fire and water –
with daily guided activities focusing on self-love, health, and
enlightenment based around ancient pre-Hispanic rituals.”
Guests are also treated to an array of skincare and body treatments,
including a holistic ritual to purify, calm and stimulate
the body. These incorporate a line of exquisite body
care products. The Marry Oneself Journey culminates with
a wedding ceremony where the guest will “re-commit to
themselves.
“The celebration, led by the Shaman, will celebrate one’s personal
vows and promise of a lifetime of happiness, self-compassion,
and self-love.”

GROWTH
TAKE A LOOK INSIDE:
SIX SENSES RESORT &
SPA BALI
14 SPA EXECUTIVE MAGAZINE DECEMBER 2018

GROWTH
Six Senses Resort & Spa Uluwatu, Bali is now open.
A 35-minute drive from Ngurah Rai International Airport, Six Senses
is set atop a rugged cliff, sharing the spectacular ocean views with
the island’s famous Uluwatu Temple.
Six Senses Uluwatu, Bali features 28 sky villas, 62 one-bedroom
villas and seven two-bedroom villas that draw upon the local
culture, embrace nature and offer every creature comfort. The
ultimate in Six Senses accommodations, the expansive and beautifully-appointed
Retreat Villa sits on a prominent knoll with sweeping
views of the ocean and resort.
There are two restaurants, a pool bar and a specialty restaurant
with chef’s table, cooking school and extensive organic garden at
the resort.
The spa features locally-inspired specialty treatments together with
an extensive menu of signature therapies. There is something for
everyone, from multi-day wellness programs to rejuvenation therapies
and detox, as well as a selection of activities and complimentary
morning yoga.
In addition to the Six Senses Spa, on-site activities include a vast
central pool and a gym. An event lawn enhances the facilities of a
beautiful ballroom, two meeting rooms and a wedding pavilion.
The resort’s own Balinese temple creates a tranquil setting and represents
the true essence of the island’s deep cultural beliefs.
Six Senses Uluwatu, Bali also includes an Experiences Center that
can arrange visits to everything that the legendary island has to
offer, from sightseeing excursions, to cultural events plus over and
underwater activities. This coastline is also one of the top places
on the island to see spectacular sunsets with sweeping panoramas
out to the Indian Ocean.
Uluwatu is perhaps best known for Pura Luhur Uluwatu, one of the
six key temples believed to be Bali’s spiritual pillars, renowned for its
magnificent location, perched on top of a steep cliff approximately
250 feet above the sea. Ulu means top or tip and watu means stone
or rock in Bahasa Indonesia. Several archaeological remains found
here prove the temple to be of megalithic origin, dating back to
around the 10th century.
ABOVE: Pools at Six Senses Uluwatu
LEFT: Temple at Uluwatu

SPOTLIGHT
SHANE
BIRD
OF TURNING STONE’S SKANA SPA:
WHAT IT TAKES TO RUN AN
AWARD WINNING SPA
16 SPA EXECUTIVE MAGAZINE DECEMBER 2018

SPOTLIGHT
SKANA SPA AT Turning Stone
Casino Resort was recently
named Best Spa by Casino
Player Magazine (while the
resort was also named best
in a variety of other categories), and has
been awarded 4 Forbes Travel Guide stars
for the last two years running. It’s the only
spa in upstate New York that can lay claim
to the latter, which is no small feat. What
makes Skana and Turning Stone stand out
among the competition? We asked Shane
Bird, Director of Spa and Environmental
Services Operations at Turning Stone, to
talk about what’s most important when
it comes to running a world-class, awardwinning
spa.
Bird is responsible for the operations of the
Tower Fitness and the Skʌ:nʌ́: and Áhsi’
Spas. He oversees a staff of 67 at the casino
report, which is located on land belonging
to the Oneida Indian. A hospitality veteran
and trained massage therapist, Bird previously
served as Spa Director at the Aji Spa at
the Sheraton Wild Horse Pass Resort. Prior to
that, he spent 10 years with Canyon Ranch
where he was instrumental in the opening
of several properties.

SPOTLIGHT
What do you think is the most important
element in running an award-winning spa?
I would say the foundation to any awardwinning
spa is the staff. When you look
at different spas, you’re not necessarily
going to see a ton of variation between,
say, products or massage tables or even
décor. Everybody tries to have a great facility,
but you’re not going to have an awardwinning
spa without that staff. Anybody
can do product and nice linens and good
tables, but it takes a lot to gather the staff
together, to get them marching to the same
drum, maintaining the same standards, and
forming a tribe, for lack of a better word.
What do you look for in a team member?
Why do you say that it’s increasingly difficult
to find someone who can have a conversation
these days?
Younger people engage through technology.
So, I find that when I’m faced with a
19 or 20 year old in my office they have a
hard time having a conversation. To put
this person on the phone or the front desk
where it’s expected that they will lead the
conversation, engage, and be proactive
with our guests’ wants and needs, that’s
going to be a big learning curve. This is a
challenge we’re going to be facing more of
in the future.
What do you think is key to managing a successful
team once you have one?
What are the key attributes of successful spa
directors?
I believe it comes down to personal attributes.
I have a little whiteboard, and I don’t
even know why it’s a whiteboard, because
I haven’t changed that whiteboard in years,
but it’s right by my door and it has a list that
reads:
Honesty, Integrity, Real intent, Consistency
That’s what it takes. You can have a lot of different
technical skills and have mastered all
the business acumen, but I feel that if you
lack certain personal attributes as far as just
maintaining human truths, you’re going to
lack something.
When it comes to receptionists, attendants
and those guest service front line roles,
you’re looking for somebody who is engaging.
As you bring them in to interview, you’re
trying to see if you can just sit down and
just have a pleasant conversation with this
individual. That’s the first step. Because it’s
harder and harder nowadays to find people
who can have a coherent conversation and
connect. If you can do that and if they’re
showing that bit of passion, you can train
them to your expectations. And 9 times out
of 10 it’s going to be successful.
Being willing as a manager or director to do
everything, and to really get in the trenches.
To be able to get in there and work with
someone, whether it’s at the front desk or
collecting towels, and to do whatever they
are doing. You cannot stay in an office. Your
team has to see you engaging the guests in
the way you want the guests engaged. It’s
being a part of the everyday operations as
much as you possibly can. I’ve always been
very hands on. At times, I’ve actually been
chided by my superiors that I’m a little too
hands on.
How do you keep guests happy?
Keep your staff happy. If you’re treating them
the way you want your guests treated, that
sort of stuff is contagious and they’ll treat
the guests as they should be treated. I know
it sounds overly simplistic, and obviously,
there are outliers with whom you’re going
to have issues, but if you’re right there with
your staff and you’ve trained them properly
and given them the tools and the resources
they need, they’ll take care of the guests.
For providers, You want somebody who
is engaging and amicable, but then obviously
you need that hands on experience.
You want a level of communication and
engagement within a treatment, – whether
it’s massage, skin care, or facial – where you
feel like their intention is there, they’re pampering,
they’re in the moment, they’re all
about that moment in time and giving you
their all.
18 SPA EXECUTIVE MAGAZINE DECEMBER 2018

BUSINESS
INSPA
INTRODUCES THE
INSTA FACIAL
VISIBLE RESULTS IN 30 MINUTESod tin voluptat praesse quisit utpat nisci eraessequam
Seattle-based InSpa Corporation is introducing
its latest skin care service offering,
the InSpa InSta Facial, “a customized service
guaranteed to deliver maximum results in
just 30 minutes.” The InSpa InSta Facial will
feature products by Skin Authority, a clean
skin care brand that uses no dyes, parabens,
microbeads or added fragrances.
“Skin Authority’s health-inspired skin care
products are perfect for use in our new
InSpa InSta Facials,” says InSpa CEO Theresa
Savage. “Their formulations are effective, yet
gentle enough for even sensitive skin types.
And the products are ph balanced, which
allows the ingredients to penetrate deeply
into the skin, producing visible results
quickly.”
Cleansers, serums and masks are only part
of the picture, says a media release.
“The InSpa InSta Facials combine proven
skin care ingredients with cutting-edge
tools & technology and puts all this in the
hands of our highly-skilled, experienced
estheticians,” says Savage. “That potent mix
is what makes these treatments unique to
InSpa.”
There are four general InSpa InSta Facials,
each targeting different skin concerns.
INSTA LIFT
INSTA GLOW
INSTA CLEAR
INSTA CALM
Addresses fine lines,
wrinkles. Revitalizes,
Targets hyperpigmentation,
uneven skin tone.
Clears congestion,
oiliness in breakout-prone
Gently relieves redness,
hydrates and smooths
smooths and firms for a
Brightens and hydrates
skin. Cleans pores and dries
without irritation. Fit &
more youthful look. Skin
for an instantly moist and
blemishes. LED light thera-
Firm Mask, Beauty Infusion
Authority SGF-4 Technol-
dewy complexion. Sugar
py, Beauty Infusion Probiot-
Quinoa and Avocado for
ogy, dermaplaning, jade
cane-derived glycolic acid,
ics for Clarifying.
Hydrating, jade roller.
roller.
Beauty Infusion Turmeric
and Blueberry for Brightening,
microcurrent therapy.

MANAGEMENT
TWELVE STRATEGIES TO
HANDLE DIFFICULT SPA
CUSTOMERSSource: Uptatie mod tin voluptat praesse quisit utpat
Once in a while you’re going to encounter
an unhappy and/or difficult spa customer.
Hopefully not too often, but it happens.
Spas build their brands on promises of
“pampering” and “luxury,” which sets expectations
high, sometimes unrealistically so.
And sometimes people are unimpressed
with even the most painstaking of efforts.
A guest may become angry and make an
issue or a scene because of a legitimate
complaint, or a completely erroneous one.
Whichever you’re dealing with, here are 12
strategies for handling the situation.
01 STAY CALM.
If the guest is mad, stay calm. Angry people
are often diffused when countered with
calm. True, sometimes staying calm makes
someone even more angry. But you still
want to come out looking good in the end,
and keeping calm will help you do that. You
will gain nothing by losing your cool. Anger
is undignified, and he who gets mad first
loses.
02 TAKE IT OUT OF SIGHT.
Do your best not to allow the customer to
cause a scene in front of other guest and
disturb the peace and calm of your spa
environment. If you have an office, a treatment
room, or an otherwise private space
you can take them to for your discussion,
do so.
03 LISTEN.
Invite the guest to air their grievance and
let them tell you all about it without interrupting.
Sometimes, when people are being
difficult it’s because they feel invisible and
as though they don’t matter. All they really
want is to be listened to and acknowledged,
and making a scene is the only way they
know how to take up space in the world
and say “I’m here. Notice me,” because they
20 SPA EXECUTIVE MAGAZINE DECEMBER 2018

MANAGEMENT
never learned how to do it in a more productive
way. Let them finish speaking. Don’t
argue, get defensive, or spend the entire
time they’re talking figuring out how you’re
going to respond.
05 USE ACTIVE LISTENING.
Active listening is a practice through which
you make “a conscious effort to hear not
only the words that another person is
saying but, more importantly, the complete
message being communicated.” What
is the customer really angry about? Was the
massage subpar or were they made to feel
devalued when they wanted to feel important?
Repeat phrases back to them to show
that you’re taking them seriously – “So, what
you’re saying is that….”
05 PROTECT YOURSELF & YOUR TEAM.
Make it clear that you won’t tolerate abusive
language or behaviour towards either you
or, if you’re a manager, your team. If the
guest behaves in an unacceptable manner,
you might have to just ask them to leave.
You can’t allow anyone to abuse you or your
staff. And don’t throw your team member
under the bus. There are too many stories
out there of spa managers siding with customers
over their team members. Know that
if you do this your team member will never
forget it. As a leader it is your job to treat
your staff with respect and to have their
backs, and to be diplomatic during conflict.
it sincerely and with enthusiasm. A heartfelt
apology can disarm an angry person who
is raring for a fight – because now what
are they supposed to yell about? Famous
friend maker Dale Carnegie tells a story in
his best-selling book How to Win Friends
and Influence People about disarming, with
a profuse apology, a police officer who was
about to give him a fine for an off-leash dog.
In this case Carnegie was inarguably in the
wrong, but it still proves this point. The
officer immediately started backpedalling
and reassuring Carnegie that his offense
wasn’t actually so bad. Carnegie writes:
“That policeman, being human, wanted
a feeling of importance; so when I began
to condemn myself, the only way he could
nourish his self-esteem was to take the magnanimous
attitude of showing mercy.” This
doesn’t mean you have to admit to wrongdoing
where there is none. But you are sorry
they are unhappy, aren’t you?
08 TRY TO RESOLVE THE SITUATION.
Ask the guest how they would like to see
the situation resolved. Is their suggestion
reasonable? If not, attempt to come up
with your own solution. Perhaps it’s a complimentary
treatment or a discount next
time. Remember that even if the guest is in
the wrong, they can still go online and give
you a terrible review and bring your average
rating down. And while bad reviews aren’t
the worst thing that can happen, you do
want to avoid them if possible. There may
be no way to resolve the issue. But try. If it’s
not fixable on the spot, tell the guest you
will follow up with them at a later time.
not keep offering apologies and free massages
to someone who is really just impossible.
At some point you may have to say
enough is enough and tell the client that
you think they would be happier elsewhere.
It’s not fair to your team to force them to
continue to tolerate someone who is angry
and offensive.
11 LEARN FROM THE EXPERIENCE.
Does the complaint have merit? Just
because someone is behaving badly doesn’t
mean they don’t have a legitimate grievance.
How could this situation have been
avoided and what can be done to prevent
it happening again in future?
12 KEEP NOTES.
Make a note about this guest’s behaviour so
that when they return, your staff can be prepared
and know what to expect. Or, if you
choose to ban the customer from your spa,
make a note as to why. Your spa management
software should have a note taking
function to allow you to do this and to distribute
this information to all your staff and
across multiple properties.
Hopefully you can turn the angry guest into
a friend. If not, you’ll know you did your best.
06 GET THE STORY FROM THE SERVICE
PROVIDER.
If the complaint concerns a therapist or
service provider get that person’s version
of the story. Take them away to a separate
area and do this privately, rather than in
front of the customer. The last thing you
want is an argument over contrasting versions
of events.
09 FOLLOW UP LATER.
If you can’t resolve the situation on the
spot, send the guest home and follow up
with them later. Reiterate your apology and
suggest the solution that you have come up
with. Don’t leave the guest hanging forever.
Ghosting the guest might make them angry
and turn them into an enemy.
07 APOLOGIZE.
Even if you don’t think you have anything to
be sorry for, tell the guest that you are sorry
they are unhappy with their experience. Do
10 CUT THEM LOOSE IF YOU MUST.
The above suggestions are to be used with
one-time or occasionally difficult or angry
guests, not repeat offenders. You should

GROWTH
REMARKABLE
WELLNESS
SPA RESORT
PLANNED FOR
YALOVA, TURKEY
TURKISH ARCHITECTURAL FIRM Project Design Group has revealed the plans for the Kentlplus Yalova Wellness SPA Resort
in Armutlu – Yalova, Turkey.
Yalova wellness resort will be located on the settlement of Dereliköy in Armutlu of Yalova, situated on approximately 330,000
square metres of land with a mild climate and spectacular view of the area. The property will function as a residence and
hotel destination, and feature three luxury hotels with more than 1,300 beds and housing with more than 1,000 apartments.
There will be a medical centre, spa, physiotherapy centre, sports centre, and beauty centre.
“The unique natural character of the site forms the basis of the project concept, whose main aim is that the buildings should be designed
to become partially lost in this natural atmosphere,” says a media release from Project Design Group. “And by harmonizing with the
topography to spread and melt into the landscape.” This experience will be enhanced through the creation of green spaces throughout.
22 SPA EXECUTIVE MAGAZINE DECEMBER 2018

GROWTH
Houses will be built in a variety of styles, including a section of houses called ‘hayat’ which is a style of ancient Turkish
house with a pleasant common area that serves to increase the interaction and sharing between neighbours. The design
aims to bring the outdoor atmosphere indoors through an inner garden.
Open air thermal water pools will be located at different elevations and hidden into the land as much as possible. Visitors
and residents will also have access to Turkish baths, recreation rooms, restaurant buildings, a biological pond, playgrounds,
restaurants and thematic gardens. A mosque and school will be constructed alongside the residential buildings,
social facilities and hotels.