Spa Executive June 2021

How have guest expectations changed?
Wellness is the new luxury that today’s consumers
are looking to our industry to provide as they
pursue a state of wellbeing that allows for a fuller
human experience than traditional hospitality
typically provides.
It has become standard to find a spa and gym
in five-star luxury hotels, but the market now
demands increasingly more sophisticated,
integrated wellness experiences.
Guests now crave a sense of connection from a
hotel stay. People who are travelling less want to
travel better and be nourished, healed, surprised
and delighted, whatever their reason for travel –
from before they arrive to during their stay and
beyond.
What is a “hybrid model” and
why is this important?
The hybrid model is the new buzzword, but it is
here to stay – we’re seeing this across all sectors
and it’s the product of the great disruption in
today’s world. For example, hybrid meetings,
hybrid workplaces, etc.
A hybrid model mixes two or more different
elements. Making your treatment rooms multipurpose,
for example. Technology is nearly always
associated with a hybrid model, but not all hybrid
models necessarily involve technology, and adding
technology doesn’t necessarily mean getting rid of
human touch or personalised assistance – which
most spa and wellness facilities fear losing. I
actually look at technology as a powerful tool to help
our therapists do remarkable work: more accurate
diagnoses, evidence-based consultations, etc.
We can’t hyper-personalise without technology,
and technology helps us achieve consistent
results by removing human error or subjective
decision-making.
What are forward thinking
hoteliers doing?
In the course of researching this book I have met
some truly inspirational hoteliers. Passionate
men and women who are leading the way, seeing
wellness as a core part of hospitality.
These hoteliers of the future are pivoting, adapting
and thriving by building and leveraging their
wellness asset to enhance their guests’ overall
experience in their hotel.
They understand that their guests’ needs have
evolved and that today’s business and leisure
travellers want more than the standard hotel
room, decent breakfast and beautiful facilities.
Today’s guests want experiences that are fulfilling,
memorable and shareable; they want experiences
that transform their overall wellbeing, even if in a
simple way.
And these passionate men and women know
that the only way they can transform their guests’
wellbeing is through the wellbeing of their teams
and surrounding community. They attract people
who think alike, and they get their teams excited
about their vision and the positive impact of
their meaningful work. They create a growth
environment where wellness is at its core.
The hotelier of the future is forward-thinking,
audacious and legacy-oriented, with a vision that
stretches far beyond short-term profitability.
Buy the book at Amazon.com
June 2021 Issue • p. 28