Spa Executive | November 2020

Spa Executive
For leaders in the business of wellness
ISSUE #22 – NOVEMBER 2020
FOUR SEASONS’
VERENA LASVIGNE-FOX
On How Her Team
Earned 5 Forbes Stars In
Their First Year

Spa Executive
For leaders in the business of wellness
ISSUE #22 – NOVEMBER 2020
IN THIS MONTH'S ISSUE
SOFTWARE PAGE 3
WHY YOU NEED HOSPITALITY
SOFTWARE TO GET AHEAD
IN 2020
NEWS PAGE 4
WELLNESS SABBATICALS AND
WORKCATIONS EMERGE AS
TRAVEL TRENDS
MANAGEMENT PAGE 6
WHAT TO DO IF YOU’RE LAID
OFF DUE TO COVID-19
MANAGEMENT PAGE 8
BRING JOY TO THE WORKPLACE
WHEN YOUR TEAM IS JUST
TIRED OF IT ALL
GROWTH PAGE 10
FEATURED PROPERTY:
The Maybourne Beverly Hills
SPOTLIGHT PAGE 12
FOUR SEASONS’ VERENA
LASVIGNE-FOX
On How Her Team Earned 5 Forbes
Stars In Their First Year
BUSINESS PAGE 16
5 STRATEGIES FOR INCREASING
DIVERSITY AND INCLUSION IN
HOSPITALITY
PUBLISHER
CREATIVE DIRECTOR
EDITOR
COPY EDITOR
DESIGNER
Roger Sholanki
Nima Chadha
Elizabeth Bromstein
Andrea Coreas
Samuel Peter

SOFTWARE
WHY YOU NEED HOSPITALITY
SOFTWARE TO GET AHEAD IN 2020
Hospitality software will improve spa operations and increase
your bottom line. Here’s how it can help and why you need it.
made via a mobile app or website.
Also, recent developments have increased
the importance of proper scheduling. You
want to maximize your available bookings
while keeping walk-ins to a minimum in
order to balance occupancy and staff
availability. Software will help.
The hospitality industry is changing rapidly.
New technologies, globalization, and an
increased consumer interest in wellness
are just a few of the elements that are
driving this change.
Unfortunately, the COVID-19 pandemic has
also brought major changes and challenges
to the industry. There has been a huge drop
in international travel demand, resulting in
massive revenue loss. Fortunately, however,
research has found that consumers are
eager to travel and plan to do a lot of it
when restrictions are lifted.
That time will surely come. In the
meantime, resorts, hotels, and casinos
are having to pivot and shift focus while
managing decreased occupancy and
lower staff numbers.
Ways of tackling these challenges include,
but aren’t limited to, turning to a local
client base, focusing on retail, and making
better use of space and amenities, which
may mean creating day passes or renting
spaces to small groups.
One thing that will help you manage
these things and better your chances of
overcoming the challenges the industry is
currently facing is hospitality software.
The right hospitality software to manage
your amenities and activities, like spa,
fitness, classes, and workshops will
dramatically improve your business
operations and guest experience, increase
revenue, and free up time for you and
your team to focus on important things.
Here are just three things hospitality
management software can do for you.
Facilitate your booking
and intake process
Online and mobile booking for spa, fitness,
and other activities is no longer a nice
to have, but a necessity in 2020. People
expect to be able to book at their own
convenience and are less likely to make
phone calls and leave voicemail messages
– and may just hang up and decide to do
something else if their call is not answered
immediately. Booking software allows you
to easily book fitness classes, yoga or
other activities at the front desk or online.
A stunning statistic: of the 148 million
online travel bookings in 2018, 82% were
Software will also allow you to send digital
intake forms for guests to fill out before
they arrive for an appointment, reducing
use of paper and time spent at reception.
Increase usage
Software will increase the usage of your
facilities and amenities, and adoption of
your course or program offerings. Online
and mobile booking alone will help with
this, and yield management and turnaway
tracking will also help you make
the most of what you have to offer. Yield
management helps you fill quieter times
and increase your occupancy. Turn-away
tracking helps you learn where and why
you’re losing revenue from turning away
and how to recoup that loss.
For example: an average spa loses about
15% of a day’s business from turning away
guests. Out of 50 appointments a day,
that’s about eight appointments at $150
dollars on average. If you’re open year
round and closed only for Christmas and
New Year’s, that’s a total revenue loss of
$435,600. Tracking reasons for turn away
helps you regain that revenue.
Click here to read the rest of this
article and learn more.
- 3 - Spa Executive | NOVEMBER 2020 ISSUE

NEWS
WELLNESS SABBATICALS AND
WORKCATIONS EMERGE AS
TRAVEL TRENDS
As working from anywhere becomes the norm and the need for wellness rises,
more people are looking to travel trends like wellness sabbaticals and workcations.
Millions of people have become full-time
remote workers in recent months, opening
up opportunities for hotels and resorts to
get creative with program offerings that
allow guests to stay connected to work.
After all, if you can work from anywhere in
the world, why not make it a luxury hotel
or resort?
As a result, wellness sabbaticals and
workcations have emerged as top travel
and hospitality trends, allowing companies
to generate revenue streams while we wait
for travel to return to pre-COVID levels.
“Workcations,” the
buzzword in travel
The “workcation” has been hailed as the
buzzword in travel and is exactly what it
sounds like: a trip, or “vacation,” in which
you work throughout.
Marriott International, for example,
recently announced a new program to
work anywhere with Marriott Bonvoy. The
program “meets consumers where they
are in their lives – juggling working and
schooling from home and seeking a little
inspiration to break-up the monotony,” and
is available in Day Pass, Stay Pass and
Play Pass packages, details about which
are available here.
According to a media release, 42% of
more than 400 US business professionals
surveyed by Marriott Bonvoy said they
would consider working from a hotel room
to break up the day-to-day monotony of
working from home.
Day Pass, Stay Pass and Play Pass
packages were created with input from
consumers, hotel operations and corporate
Spa Executive | NOVEMBER 2020 ISSUE - 4 -

partners. Consumers expressed what is
important to them in considering a hotel
guest room as their workspace:
• Fast and reliable Wi-Fi and technology.
• Clean and disinfected places to work.
• Ample desk space with a comfortable
chair and nearby electrical outlets.
• Modern space with a view and lots of
natural light.
• Peace and quiet with no distractions.
• Access to coffee, bottled water and
food/snacks.
• Hotel perks like the gym and pool.
Packages are available at participating
hotels around the world.
Wellness sabbaticals are
the trend everyone needs
The wellness sabbatical, meanwhile, is
designed to combine the need to work
with the need to enhance wellbeing during
a stay at a wellness resort or retreat in
which guests stay connected to work and
devices. The Global Wellness Institute
tagged the wellness sabbatical as a
trend to watch earlier this year, before the
COVID-19 pandemic, calling the concept
nothing short of “groundbreaking.” And the
pandemic has likely further increased the
appeal of both the wellness sabbatical and
the workcation for those who may want to
book a shorter or longer stay in relatively
isolated comfort and who are free to work
from anywhere they want.
CNBC also recently tapped the wellness
sabbatical as an emerging trend “that
allocates time for sunrise yoga classes,
meditation sessions and spa treatments
— alongside work emails and Zoom calls.”
A growing number of resorts are offering
these stays.
Here are a few examples:
Hilton Head Health
Hilton Head Health, a health and wellness
resort on South Carolina’s Hilton Head
Island, started offering a “WorkWell”
program in late August. The program
allows guests to work on weight loss and
wellness goals while staying connected to
work. According to the website:
“WorkWell was developed to inspire those
new to the remote-work environment
to rethink boundaries and use this
opportunity to catch up on some muchneeded
time for self-care. Now more
than ever before, you can carve out the
time you need to focus on you – and
still nail that special project for your next
promotion. While the COVID-19 pandemic
may leave us feeling helpless about many
things, take control over this time when
your work may allow you to be productive
from anywhere. Join us for a change in
scenery and create a healthy routine that
fosters a positive mindset and recharges
your energy stores.”
The program includes private
accommodations with designated office
space and access to the resort’s fitness
classes, healthy prepared meal plan, pool
and spa, and programs.
Kamalaya Koh Samui
Thailand’s Kamalaya’s Wellbeing
Sabbatical is a “deeply restorative wellness
experience of 21 days or longer, which also
gives you the flexibility and support to stay
connected to your work or perhaps explore
a creative or personal pursuit.” According
to the website:
“The program is designed to counteract
the stresses of contemporary lifestyles,
such as exhaustion and even adrenal
burnout, and guide you towards a
healthier and more balanced life going
forward. Whether you seek an immersive
wellness experience that simultaneously
accommodates your need to stay on
top of business, or whether you want to
devote time to creative exploration or a
specific personal project, you will benefit
from having your wellness needs taken
care of in a beautiful and naturally inspiring
environment that nourishes you on every
level. Being removed from your regular
environment and limiting the distractions
allows for new inspiration, insights, ideas
and perspectives to emerge.”
The Wellbeing Sabbatical features
tailored programs to suit personal health
and wellness goals, and restorative and
revitalising treatments such as Royal
Ayurvedic Massage, Shirodhara, Vital
Essence Oil Massage, Tension Relief
Massage and other healing modalities
designed to release physical and mental
tension and restore balance and relaxation.
Destination Kohler
Launching this November, Destination
Kohler’s “Work Well” program, is
exclusively available at Inn on Woodlake,
an hour north of Milwaukee. The package
is available on a per-night basis and is
geared toward young professionals looking
for a Midwest getaway surrounded by
nature, while balancing work and wellbeing.
Included are tech perks, in-room
wellness amenities, unlimited access to
the wellness and fitness studios, a spa
treatment and a clean cocktail each night.
Kohler’s communications lead told us:
“Program rooms are outfitted with
workstations, meditation chairs, free
weights, essential oil diffusers and salt
lamps. Special room deliveries punctuate
the workday, such as gourmet coffee
baskets and breakfast in the mornings,
and “clean craft cocktails” from the on-site
superfood juicer Press + Chill at happy
hour. “Work Well” wellness offerings
include unlimited access to SportsCore
River Wildlife, BOLD CYCLE and Yoga On
The Lake. Additional wellness experiences,
such as private yoga or meditation
workshops can be booked upon request at
an additional cost. Guests can also spend
time hiking, fishing, canoeing or playing
golf. There are four courses at the resort.”
- 5 - Spa Executive | NOVEMBER 2020 ISSUE

MANAGEMENT
WHAT TO DO IF YOU’RE LAID
OFF DUE TO COVID-19
There have been many jobs lost in hospitality in recent months.
Here’s what to do if you’re laid off or furloughed due to COVID-19.
It’s not news at this point that hospitality
has been incredibly hard hit by the
COVID-19 crisis. More than six months
into the pandemic, millions of people have
been laid off or furloughed and many are
at a loss for what to do while we all wait
for jobs to return.
According to Statista (via HospitalityNet),
more than 100 million people around
the world have lost travel and tourism
jobs, and that number could rise to 174
million in 2020 according to the World
Travel & Tourism Council (WTTC). This is
a worst-case scenario, which is projected
if changes, inlcuding the lifting of travel
restrictions and the implementation of an
international testing regime combined with
rigorous health and safety protocols, are
not made.
Fortunately, hospitality companies
are coming up with creative ideas for
staycations and other ways to attract local
visitors. So, things are improving already
and many people are back at work.
Others are not so lucky yet.
What to do if you’re laid
off due to COVID-19
With so many people in the sector
affected, there’s a pretty good chance
you’re one of them. If you’re asking
yourself “what now?,” here are 10 things
to do if you’re furloughed or laid off due
to COVID-19.
1. Find out what relief or
severance you’re eligible for.
If you’re newly laid off, check your
contract to see what you’re entitled to
and find out if there are programs in your
country, province, or territory offering
financial relief. This will vary widely. Some
relief has dried up while other programs
are still being introduced. In Canada,
for example, people have had access
Spa Executive | NOVEMBER 2020 ISSUE - 6 -

to a program called CERB (Canadian
Emergency Relief Benefit). And North
Carolina has just launched a new state
program, called Housing Opportunities
and Prevention of Evictions (HOPE). The
program is administered through the
N.C. Office of Recovery and Resiliency
and provides a financial lifeline for people
whose livelihoods have been affected by
the pandemic.
2. Get involved with
volunteering and industry
initiatives
Keep busy participating in webinars and
industry groups. This keeps you visible
and occupied and allows you to maintain
connections. Volunteering for a cause you
care about will also boost your morale
and expand your network, and has the
added bonus of being a service to the
world around you.
3. Give yourself a timeline
If you’ve been furloughed or your layoff is
temporary, set a time limit for how long
you can reasonably wait before you have
to start looking for a job. Your employer
is as much in the dark as any of us when
it comes to how this situation is going
to play out. So, they probably want very
much to rehire you, but are also at the
mercy of the pandemic. So, decide if you
can wait one, three, or six months and
plan from there. When the time is up, start
looking for a new job.
4. Update your resume and
LinkedIn profile
There is never a bad time to update your
resume and LinkedIn profile. Give these
a polish. It will be a good use of your
time and you’ll have great material to
present prospective employers should
you find yourself needing it. Among
the most obvious tips are making sure
your experience is up to date, removing
unnecessary information, and making
sure your highlighted skills are among the
most in-demand for your area of expertise
and industry.
5. Upskill
Adding to your knowledge and skillset will
keep you employable now and always.
Take an online course, read, or learn
from a tutorial. There may be a college
program designed to help, like Miami
Dade College’s Hotel Worker Relief
Grant Program. The program will provide
$1,000 to up to 2,500 eligible employees
who complete a two-day virtual training
workshop in English, Spanish or Haitian
Creole.
If you’re a service provider with plans
to eventually move into a management
position but a lack of business
knowledge, start learning about how to
manage a company. If you’re already a
manager, there is always something to
learn, like how to improve your leadership
skills or your retail acumen.
6. Reach out to your real and
virtual network social media
If you do start looking for a new job,
let your network know. We’ve seen
many people in hospitality, some very
senior level, write LinkedIn posts stating
that they’ve lost their jobs and asking
their networks for help finding new
employment. Don’t be shy to do this.
Everyone understands. Contact the
people you know, tell them about your
situation and ask for help. People will
want to help. Offer to help in return if they
need it.
7. Consider your options and
get creative
Do you need income NOW? Can you turn
to freelance, contract, or gig work? Can
you offer your services as a consultant,
start your own business selling product
boxes, or do something new? Would
creating online courses be something
you can do? Can you use other means to
market yourself or enhance your personal
brand, like writing articles or creating
video content? The problem is yours to
solve and your opportunities may be more
abundant than you think.
8. Maintain forward momentum
Things are difficult right now and it can
be easy to start feeling scared and stuck.
Do your best to do whatever you can to
maintain forward momentum. This is not
to say that you don’t have the right to be
frustrated, disappointed, or scared. But
you will have an easier time getting back
into the workforce if you don’t allow these
feelings to overwhelm you. Take time to
recharge and look after yourself. Turn to
friends and family when you need to talk
and reflect, and be gentle with yourself,
but also firm. Keep making small changes
and updates to your life, skills, and
personal brand materials, on a daily basis.
9. Take it one day at a time and
be good to yourself
You will work again. In the meantime, take
it one day at a time and surround yourself
with supportive people. We will come out
of this.
- 7 - Spa Executive | NOVEMBER 2020 ISSUE

MANAGEMENT
BRING JOY TO THE WORKPLACE
WHEN YOUR TEAM IS JUST
TIRED OF IT ALL
Your team is probably tired and stressed after
months of living with uncertainty, and fear. Try
these tips to bring joy to the workplace into, and
beyond, the holiday season.
We have been living with the global
COVID-19 pandemic for about eight
months (at time of writing). It’s a difficult
and tiring situation for spa and hospitality
employees. The industry has been through
layoffs and massive budget cuts, and for
those who are still working, the day to
day can be a lot to deal with. Employees
are working with enhanced cleaning and
safety protocols, and under the stress of
getting everything right in order to keep
both themselves and guests (with whom
they may be in close contact) safe. All
while wearing PPE and, more likely than
not, talking about and hearing about the
pandemic all the time with both co-workers
and guests.
As a result, people are tired, fed up, and
frightened as we head into the holiday
season this year. Your team members
are probably exhausted; tired of the
pandemic, tired of the fear, and just plain
tired. What can you do to bring some
joy back to the workplace in what is
traditionally a time of cheer, and into next
year, without breaking the bank? Here are
several strategies and ideas.
Spa Executive | NOVEMBER 2020 ISSUE - 8 -

Tap into play, purpose
and potential
Researchers have identified three factors
that motivate people: play (joy in the
work itself), purpose (value of the impact
of one’s work), and potential (when your
work develops your potential). Keep
these in mind when planning your team’s
days. Create fun activities for play,
illustrate the value of what you do for
purpose, and encourage learning and
growth for potential.
Do something for others
Bring your team together to help those less
fortunate through a charity or organization.
This activity has multiple benefits that
include helping others, boosting morale,
and promoting teamwork.
Recognize and reward
It’s always important to recognize
achievements. Call attention when an
employee does well, demonstrates a
core value of your business, goes out
of their way to make a guest happy, or
helps another team member. Be free
with praise, recognition, and meaningful
rewards. People are happier when they
feel valued.
Do little things
Little gestures go a long way in hard
times. It doesn’t cost much to order pizza
or bring in some healthy treats once or
twice a week. Most people appreciate
free food. Take care of a small but tedious
task for someone else, give gifts or gift
cards, or treat everyone to wine at the end
of a weekend workday. Only you know
what your team will enjoy and appreciate.
Create a welcoming
environment for the
senses
Go above and beyond on the holiday lights
and sparkles. A festive atmosphere will
help lift spirits. Play good music and scent
the air to boost, energise, and comfort.
Fill your workplace with
plants and light
Research has found that exposure to
nature may improve health and wellbeing,
that there is a strong correlation between
workplace daylight exposure and sleep,
activity and quality of life, and that having
plants around decreases stress levels.
Avoid focusing on the
pandemic
Try creating designated times for
discussing news and concerns, and
discouraging employees from talking
about the pandemic at other times. A fun
and silly activity you can do together is
create a list of alternative conversation
topics and stick it to the wall.
Create fun
For example: most people are familiar with
the Secret Santa holiday tradition in which
people pick names from a hat and give
a gift to that person (often anonymously).
The “secret friend” game just eliminates
the “Santa” part, and can take things a
step further. Everyone picks names from
a hat and then does nice things for that
person for a month. They can leave notes,
snacks, and little gifts, and get creative
with their own ideas. The secret friends
are revealed at the end of the month
(which does not have to be December).
Encourage friendships
A study of more than 2,000 managers
and employees in 10 countries found that
people who had few friends at work felt
lonely either very often or always and were
disengaged from their jobs. And almost
two-thirds said they would be more
inclined to stay at their company longer
if they had more friends. A separate
study found that 70% of employees say
having friends at work is the most crucial
element of a happy working life. The best
ways to encourage friendships include
modeling them by being a friend yourself,
and discouraging drama and animosity
between team members.
Check in and pay
attention
What does your team need? Pizza, wine,
and secret friends are great ideas unless
they’re not what your team needs. Do they
need time off or more encouragement?
Are last-minute cancellations wreaking
havoc with schedules? Would sending
more reminders and confirmation requests
to guests help? Are people working too
hard and do they need time off?
When a leader is tuned in, they often
know what needs to be done. You’ll figure
it out.
- 9 - Spa Executive | NOVEMBER 2020 ISSUE

GROWTH
FEATURED PROPERTY:
THE MAYBOURNE BEVERLY
HILLS
Located in Los Angeles’ famous Golden Triangle, the gorgeous Maybourne
Beverly Hills is a sophisticated escape from the hustle and bustle of the city.
Spa Executive | NOVEMBER 2020 ISSUE - 10 -

The Maybourne Beverly Hills, formerly
Montage Beverly Hills, opened its doors
on August 12, 2020.
A rare and special place
Located in Los Angeles’ famous Golden
Triangle, the gorgeous, stately hotel is a
sophisticated escape from the hustle and
bustle of the city, a rare and special place
in the heart of Beverly Hills.
From private terraces to deep soaking
bathtubs in marble bathrooms, every
feature in the guestrooms and suites
is chosen with relaxation in mind. The
design marries the best in contemporary
luxury with decor and design inspired by
the sophistication of modern L.A. The
Maybourne promises, “when you stay
with us, you’ll find a real home in the heart
of the city.”
The Terrace restaurant serves up
delicious menus combining the best
in locally-sourced ingredients with
traditional flavors and Californian
influences, while The Maybourne
Bar features live music in an intimate
atmosphere offering an exceptional wine
list and handcrafted cocktails. More
food and drink options include The
Café, The Rooftop Grill, and Cigar Bar.
Private event spaces include a Marquesa
Ballroom and an intimate Library.
The spa at the
Maybourne
steam rooms, dry redwood saunas,
private whirlpools, and deluge showers.
Serene, fire lit lounges are the ultimate
place to relax and unwind, Maybourne
Spa Director Holly Edgin told us.
The spa opened on October 30, several
weeks after the hotel, due to COVID-19
pandemic related restrictions.
Edgin said, “We received the news of
spas being able to reopen in Los Angeles
on Saturday, October 24 and our team
was able to get everything ready to open
by Friday, October 30, less than a week
later. It was incredibly intense yet exciting,
we were fortunate to have had the past
few months to prepare a strategic reopening
plan, from trainings, to COVID-19
guidelines, to deep cleaning, to supplies
and everything in between. The feedback
thus far has been overwhelming, in the
best way possible. Our guests have
thoroughly enjoyed their spa services and
the overall experience.”
They opened using Book4Time software,
which Edgin said, went smoothly through
the implementation and beyond, and gave
her one less thing to worry about.
“With the help of several key account
managers from Book4Time, our
implementation process was a very
positive experience,” Edgin said. “They
walked our team through every step of the
way, answered countless questions, sent
training videos and follow-up emails to
make sure we were ready for launch day.
may have, they have made the software
one thing we do not have to worry about.”
The finest in skincare,
beauty and wellness
The spa at the Maybourne offers the finest
in skincare, beauty and wellness through
individually crafted treatments to cater to
the needs of every individual guest. “This
can be everything from personalized and
customizable massages to refresh the
body and mind, rejuvenating treatments to
restore balance to the body, and state of
the art facials using the finest natural and
organic ingredients,” said Edgin. Asked
to name her favourite treatment, she said,
“My favorite treatment currently would be
the 90-minute Sports Massage which uses
Hypervolt, a massage percussion device,
combined with range of motion stretching
and deep tissue work for a completely
restorative massage experience.”
Ultimately, the goal is the ultimate guest
experience, Edgin explained.
“We want every guest who enters The
Spa at The Maybourne Beverly Hills, to
have one of the most transformative and
memorable spa experiences – a personal
experience for an inner sense of healing
and relief.”
The spa at the Maybourne is a 20,000
square-foot quiet cocoon nestled in the
heart of Beverly Hills, featuring a co-ed,
spacious mineral pool, 17 treatment
rooms including a couple’s suite and a
private nail salon, Swiss showers, Turkish
“Throughout the entire process,
Book4time has been extremely
supportive,” she added. “From the
installation and trainings via Zoom over
the course of several months, to the
immediate support for any questions we
- 11 - Spa Executive | NOVEMBER 2020 ISSUE

SPOTLIGHT
FOUR SEASONS’ VERENA
LASVIGNE-FOX ON HOW HER
TEAM EARNED 5 FORBES
STARS IN THEIR FIRST YEAR
We spoke with Verena Lasvigne-Fox about how the Four Seasons Hotel
Philadelphia at Comcast Center recently earned 5 Stars from Forbes Travel Guide.
Spa Executive | NOVEMBER 2020 ISSUE - 12 -

The Four Seasons Hotel Philadelphia at
Comcast Center opened in August of
2019, and both the spa and hotel have
already been awarded Five Star Ratings
from Forbes Travel Guide.
No small feat, the accomplishment
makes the Four Seasons Hotel
Philadelphia at Comcast Center the first
hotel to achieve this rating in the City
of Brotherly Love. Heading up onsite
spa operations is Verena Lasvigne-Fox.
Originally from Germany, Ms. Lasvigne
is an experienced professional who has
worked with Four Seasons in various
capacities in different locations. She
was named the company’s Senior Spa
Director in 2019 and oversees spas in
hotels across Europe and Middle East.
To celebrate this achievement, we spoke
with Verena Lasvigne-Fox about how
her team earned a Five-Star rating, what
makes an excellent guest experience, and
what trends she’s excited about right now.
Talk to us a little about
your career trajectory
and how you came to be
doing what you are today.
Since childhood, don’t ask me why, I
have been fascinated by hotels. When I
was 16, I did a 10- day practical training
at a hotel in the countryside, where I
grew up in Germany. On the first day, the
hotel manager sat me down and said,
“This week we’re going to change your
career dreams. It’s a very tough industry.
Enjoy your week, but I’m sure at the end
of the week, you won’t want to do this
anymore.” And at the end that training I
wanted more than ever to start working
in hotels when I finished school.
After high school I had an apprenticeship
at the Atlantic Kempinksi Hotel in
Hamburg, and then I worked as a
receptionist at the Four Seasons George
V, Paris. I was there for 11 years,
eventually becoming the spa manager,
though I had very little knowledge about
spa at the time, had literally had two
massages in my life, and had no clue
what I was doing. But I got more excited
about it every single day. The different
vendors and team members helped me
to ease in, and I succeeded. After seven
years in the spa at the George V, my
journey took me to Marrakesh Bay for
two years and then to the Seychelles for
two years. I have been in Philadelphia for
three years now. The hotel only opened
last August, so I had almost 20 months
of pre-opening, which is a gift. I think
the benefit of having been here so early
helped me to invest time and create a
concept that I would not have otherwise.
How did you achieve a
five-star rating in the first
year of opening?
It’s about the team. I’m honored to work
with great professionals that understand
what we’re doing here. Going through
the greatest school, which was the
George V in Paris, allowed me to develop
a vision for a level of guest experience
that is, by coincidence, at the Forbes
Five Star level. We were not trying for it
and I think this is a very important point.
We just have a natural belief in what we
want to achieve and what we want to
provide as a guest experience to our
guests, and it’s a validation of that.
Also, at Four Seasons, the employee
experience is as important as the guest
experience. I say I’m very honored to
work for such a team, but I’m tailoring
a team that then is able to provide what
is needed to be able to obtain such a
recognition as Forbes Five Star.
Another area that I feel played a role
was our onsite reservations team. It’s a
generic reservations team for hotel, food
and beverage, and spa reservations. I
was nervous about that because they’re
not physically on the floor with us and
they don’t see what happens here. So,
in the initial training, it was key that this
team had the same exposure to what
we’re doing here as my team. I consider
them part of this journey and the guest
experience, so the reservations team
have had spa product and treatment
training and they get regular feedback
and updates about what’s happening
in the spa. I’m very proud of how they
contributed to this.
What makes an excellent
guest experience?
Detail and consistency. For me, it was
important that we distinguish our spa
and give it a concept, an identity and
a soul. This is less common in the US
and is something I brought with me from
other parts of the world. Our spa is a
crystal concept. This theme made sense
to me because we are in the Comcast
Technology Center, which is one of the
tallest buildings in the United States
and a technology building, and there is
a relationship between technology and
crystals. I didn’t want to do something
gimmicky, but something sincere and
authentic, and this came together and
made sense.
We have seven treatment rooms named
- 13 - Spa Executive | NOVEMBER 2020 ISSUE

SPOTLIGHT
after seven crystals, which are also
connected to seven chakras. Each
room has a singing bowl infused with
the crystals associated with that room,
and there are 700 lbs of crystals that
you can’t see, walled up inside the walls,
providing positive vibes and energies.
There are crystals throughout the spa
and we work with crystal infused oils. We
don’t have a typical hot stone massage.
We have a crystal massage, and at the
end of the treatment, the guests get a
crystal to take home. These are the little
touches. With the pandemic, however,
we have had to make changes because
crystals are difficult to disinfect, and I
don’t take risks.
What does it take to be a
successful leader in spa
and wellness right now?
It’s critical, especially in the midst of a
pandemic, to lead by example. This is
important at any moment if you want
to be a great leader, but even more so
today. It’s important to listen to your
team. Times are extremely tough for
them right now. Spa therapists usually
asked for a lot of attention, but there’s
even more of this these days. They need
to feel love, and that there is someone
who understands them and can listen
to them. We need to communicate
effectively. My door is always open if
somebody has a problem, and if there
are challenges, we fix them and we find
solutions. My team knows that I’m very
much about celebration and very much
about sharing positivity around us. They
know that we are better off when we are
focused on the positive things in life, and
I tried to continue doing that during the
pandemic, when things were uncertain.
I think a great leader is also someone
who has a vision and who actively looks
for ways to differentiate ourselves from
the competition. I feel very honored to
be able to serve a team, and I think this
is how they feel about me as well, that
I’m there for them and that I inspire and
motivate them on a daily basis and help
them to grow.
Are there any trends or
developments you’re
excited about right now?
There’s a trend of combining spa with
technology. We work with Celluma, which
is an LED light therapy. Or we can use a
massage gun if someone needs a deeper
technique. But, human touch is still what
people want to experience when they come
to a spa. I have always stayed away from
offering fully hands-off or totally machine
operated treatments, because I feel that
guests are still coming for that human
touch, and I’m a big believer that technology
will never replace the human touch.
I think spa has a chance, especially in this
post pandemic world, to go further into the
holistic field, and that the US is moving in
that direction. People have just suffered so
much emotionally over the last months, and
we have this chance to provide moments of
serenity and tranquility for guests minutes,
can focus on themselves again, and find
some inner peace. For me, that’s where my
focus is, on being there for the guests.
Spa Executive | NOVEMBER 2020 ISSUE - 14 -

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- 15 - Spa Executive | NOVEMBER 2020 ISSUE

BUSINESS
5 STRATEGIES FOR
INCREASING DIVERSITY AND
INCLUSION IN HOSPITALITY
Most people would agree that hospitality is behind other industries when it comes to diversity and
inclusion. Here are 5 strategies for increasing diversity and inclusion in hospitality by Daniel Poulin.
Diversity and inclusion are hot topics
lately, but is your organization as diverse
and inclusive as it could be? This is
a question we should all be asking
ourselves as we move into a more
inclusive era.
What are diversity and
inclusion?
That’s a good question. Most people have
an idea, but might not be able to explain
these things if asked.
When we talk about “diversity and
inclusion,” we tend to lump them together
as one (also known as D&I), but they
are not the same thing. The Society for
Human Resource Management (SHRM)
defines diversity as “the collective mixture
of differences and similarities that include,
for example, individual and organizational
characteristics, values, beliefs,
experiences, backgrounds, preferences,
and behaviors.” Inclusion, meanwhile, is
defined as “the achievement of a work
environment in which all individuals
are treated fairly and respectfully, have
equal access to opportunities and
resources, and can contribute fully to the
organization’s success.”
I’ve heard it said that “diversity” is a fact
while “inclusion” is an act. It’s one thing to
have people of different races, genders,
and sexual orientations present in our
workforces, for the sake of checking the
“diversity box,” and another to ensure that
these people feel truly included.
As Vernā Myers, VP, Inclusion Strategy
at Netflix so eloquently puts it: “Diversity
Spa Executive | NOVEMBER 2020 ISSUE - 16 -

is being invited to the party; Inclusion is
being asked to dance.”
What this inclusion looks like is something
we are all trying to figure out as an
industry. Here are 5 strategies for creating
a more inclusive environment in your
hospitality business.
Start with your own team
Hospitality is very behind other industries
in this area. We are very white and very
male, particularly our board rooms. We
can begin by changing this is in our own
workplaces. One cannot claim to be
diverse and inclusive when this is not
evident in your employment practises.
Once you have the procedures that
encourage D&I in place as a workplace,
then you can put this before your guests.
Have a realistic strategy
It’s not uncommon for companies to
decide they’re going to hop on the
D&I train and switch out their senior
management teams to include, say, 30%
BIPOC (Black Indigenous People of Color)
by next year or the year after. Wonderful!
But how you are going to do that? If your
boardroom is 99% white men and you
don’t have a high level of turnover or a
large budget to increase hiring, this is not
a reasonable plan. Rather than making
a commitment that you might later have
to rescind, create a strategy that you can
reasonably stick to.
Take the time to assess where you
stand today in regard to D&I and then
set realistic yet challenging short-term
and long-term goals. And remember,
“nothing about us without us” should be
your guiding principle. Don’t try to find
solutions to racial inequalities or gender
parity if you’re a white male. Always
involve those who are members of that
particular group as their lived experiences
are key to a successful D&I strategy.
Reconsider hiring for “fit”
Companies commonly hire for cultural
“fit,” meaning people who will “fit” in with
the existing team. Where this becomes
problematic is when your team becomes
a bunch of people who look and behave
the same way. Your guests are diverse
and so your workforce should be. It’s
time to rethink hiring for “fit” and seek
out people with new and different
experiences who are not like you and the
rest of your team.
Explore ideas for how
you can make people
feel included
Beyond hiring and staffing, how can we
create more inclusive environments?
People are beginning to accept that not
everyone identifies as male or female
and not everyone is white and thin, and
yet we still only offer male and female
uniform options to our teams, and feature
thin, white women in our marketing
campaigns. We could have gender-neutral
uniforms and marketing campaigns that
show the whole spectrum of body shape
and gender identity.
Understand that it’s not
a quick fix
Another idea is including more options
than “male” and female” when guests
book an appointment online or fill out
a form, like “other” and “I prefer not to
say,” as well as a blank space to fill in
saying something like “I identify as.”
And similar options for therapists. But,
if you do these things, you should have
training for your team on what to do
with this information. For example: what
locker room will the guest be using? We
may need to reconsider our locker room
options to accommodate everyone. One
model I have seen is a unisex locker room
with one large, beautiful, gender neutral
common space and individual showers
and changing rooms. I don’t know how
well this would go over in a luxury hotel,
but these are things to consider.
Research has proven that diversity is a
winning strategy. Companies with a diverse
workforce have better financial results and
guest satisfaction. And being relatable to
people with an array of life experiences can
only be good for your brand.
These changes will take time and we will
need people who have lived experiences
that are different from our own to advise
us. But it’s the way the world is moving
and, like so many other developments
and innovations, those who don’t adapt
will feel the repercussions later.
By Daniel Poulin,
Former Director of Spa & Fitness, North & Central
America, Accor and Accor’s NCA LGBTQ+ Pillar lead
- 17 - Spa Executive | NOVEMBER 2020 ISSUE

Spa Executive