Spa Executive March-April

ISSUE #44 MARCH/APRIL 2023
SPA EXECUTIVE
FOR LEADERS IN THE BUSINESS OF WELLNESS
Spotlight:
Rosewood’s Emmanuel Arroyo on succeeding as an
industry leader & supporting our teams
Advice:
Dear Sal, how I can keep revenue coming
in during slower times?
Trend:
Sauna Aufguss: the rise of the ritual

PUBLISHER
Roger Sholanki
EDITOR, CREATIVE DIRECTOR
Elizabeth Bromstein
Note from the Publisher
Dear readers,
DESIGNER
Design Pickle
CONTRIBUTING EDITOR,
PRODUCTION MANAGER
Sal Capizzi
“We’ve been speaking about wellness in the workplace for so long, and now we are all
surprised by this recession and great resignation that we’re facing. But, for me, it is an
example of our lack of proactivity in creating workplaces that are inviting people to stay.
Because, at the end, it’s about being fulfilled where you are.”
Those are the words of our spotlight interview for this month, Emmanuel Arroyo, Senior
Corporate Director of Wellness at Rosewood, talking about the staffing crisis in hospitality. Mr.
Arroyo talked about some of the ways we can improve our spaces and work environments to
make them more welcoming to our teams. You can read more of what he had to say here.
Also pertinent to the staffing topic is the question of how to handle sexual harassment
in your spa. A 2020 study found that 75% of massage therapists had experienced sexual
harassment or assault from a client at least once and 27% had experienced it three times or
more. Because creating safe spaces is key to attracting talent to our industry - and there are
clearly issues here.
And here, we discuss how staff training can boost your bottom line. And we also look at
the rising trend of event saunas and sauna aufguss performances. Check out the digital
magazine and website for more articles.
I hope you enjoy reading this month’s articles in Spa Executive and they provide valuable
Spa Executive
information to help you achieve success.
Spa Executive is Book4Time’s
magazine for leaders in the
business of wellness. News,
views, and interviews for those
who want to attract top talent,
increase customer retention,
and offer the best possible
guest experience.
Roger Sholanki,
CEO,
Book4Time

Contents
March/April 2023 Volume 44
4
WELLNESS RESEARCH:
Boost your bottom line with
staff training
6
TREND:
Sauna aufguss:
the rise of the ritual
8
ADVICE:
Dear Sal, how I can keep revenue
coming in during slower times?
11
NEWS:
How to handle sexual harassment
in your spa
14
FEATURED PROPERTY:
Cartesiano Urban
Wellness Center
16
SPOTLIGHT:
Rosewood’s Emmanuel Arroyo on
succeeding as an industry leader
& supporting our teams
18
NEWS:
Four Seasons Toronto Spa
launches biohacking treatments
20
BUSINESS:
Case Study:
Fairmont Chateau Whistler
23
TECHNOLOGY:
The power of personalization (and
what is hyper-personalization?)
25
NEWS:
Survey finds what high end travelers
are willing to spend on a hotel

Image by wayhomestudio on Freepik
Wellness research:
Boost your bottom line
with staff training
Staff training is key to success for any
business, and hospitality is no different.
When your team is not 100% clear on what
they need to be doing, they can’t perform at
their best. This is why leaders need to focus
on comprehensive training for staff. You
might not feel like you have the time and
resources, but it’s worth the investment.
Comprehensive team training results
in improved job performance, higher
productivity, and better customer service.
Training helps employees become more
knowledgeable about the products and
services you offer, which makes them better
equipped to answer customer questions
and make recommendations. Training can
improve job satisfaction and help employees
feel more confident in their abilities, which
reduces turnover and the associated costs.
And well-trained employees are better able
to provide excellent customer service, which
increases customer loyalty and word-ofmouth
advertising.
All of these things will boost your bottom line.
The Association for Talent Development
(ATD) reportedly found that companies
who invest in formalized training had a
24% higher profit margin and 218% higher
income per employee than those that
did not. It’s also reportedly been found
that 94% of employees will stay longer at
a company that invests in learning and
development. And, if you want to be an
award winning hospitality business, training
is key to providing that top notch service
those inspectors are looking for.
Here are three areas where training and
educating your team can make a big
difference to your hotel, resort, and/or spa’s
bottom line.
Educate your team about your vendors and
retail products
If your practitioners are educated about
your products, they will effortlessly drive new
revenue. When staff can provide detailed
information about a product’s usage and
benefits, it helps customers make informed
decisions about what to buy, increasing
the likelihood of upselling and encouraging
customer loyalty.
It’s also essential to educate staff about the
product vendors. Understanding where
a product comes from, where and how
ingredients are sourced, and a vendor’s
business practices can enhance a story and
increase appeal – for both the team member
4
| Spa Executive

and the guest. When a staff member really
loves a product (a massage therapist loves
an oil or a facialist loves a moisturizer or
toner) they will be passionate about sharing
that and customers will pick up on it. Vendor
education also helps staff offer alternative
products if a particular item is unsuitable or
out of stock.
When introducing a new product, invite a
vendor to do a demonstration on technique.
This will create a better relationship with the
product and vendor and boost staff confidence.
Training your hotel team to use the CRM
software can also improve data security. A
properly trained team will know how to handle
customer data safely and avoid any potential
breaches, reducing the risk of data loss or theft.
And a team that is familiar with the system’s
CRM can help ensure that the software is
used consistently throughout your property,
increasing efficiency and allowing for
more accurate reporting, which can help
management make informed decisions and
drive success.
Significantly lower turnover than
companies with the lowest levels of
employee engagement.
These are just a few examples of the ways
employee training and education can boost
your hotel, resort, and spa’s profits. Be sure to
track improvements and celebrate everyone’s
achievements. You should all feel pretty good
about yourselves!
Train your team to use your CRM
Staff that truly knows how to use your software
will make everything easier and more profitable.
Take, for instance, your system’s Customer
Relationship Management (CRM) functionality.
Training your hotel team to use your CRM
software is essential for improving customer
service, increasing efficiency, ensuring data
security, and driving success. This training can
help streamline communication and improve
customer service. Logging all customer
information, interactions and preferences
can provide important insights into customer
behavior, allowing your team to personalize and
enhance the customer experience.
Research has found that:
Educate your team on the brand’s goals
and standards
Sharing your goals and KPIs with your team,
setting standards, and communicating those
standards ensures that everyone is aligned and
working together to achieve these goals.
Service providers and salespeople should
know what revenue targets and numbers they
are individually responsible for. How many
upsells they should be making and what their
conversion rate from new clients to return
customers should be, for example. Having goals
and targets, being aligned with your colleagues,
and knowing what is expected of you are
empowering things, and knowing that you’re an
integral part of the success of something makes
a person feel invested in that success.
80% of consumers are more likely to
do business with a company that offers
personalized experiences.
Customers who believe a company is
doing very well on offering personalized
experiences shop more than three times
more often.
55% of hotel guests would exchange
personal details in exchange for a
personalized offer or promotion.
All of these things serve to increase employee
engagement, which improves operations and
increases revenue. A 2023 report from Gallup
found that companies with the highest levels of
employee engagement have:
81% lower absenteeism
28% less shrinkage (theft)
10% higher customer loyalty/engagement
18% more sales productivity
23% more profitability
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| Spa Executive

Trend:
Sauna aufguss: the rise of the ritual
Event saunas and aufguss performances are
designed to make saunas more social and
less boring.
You’ve probably been hearing a bit, or a lot,
about sauna aufguss lately.
Until recently, this niche trend was mainly
popular in Europe and relatively unknown
in North America and elsewhere; so much
so that even spa managers and directors
didn’t know what it was- or still don’t.
That has been changing, and aufguss has
become increasingly popular recently, with
more hospitality businesses around the
world looking at the idea of adding event
saunas and related programs to meet
growing interest. For spas and wellness
businesses, these experiences can create
new revenue streams.
This “trend” has actually been growing for some
time. In its 2017 trends report, the GWI stated:
“Saunas, spaces built for intense dry or
wet heat sessions, are standard fare at
hotels, spas and gyms worldwide. But when
it comes to how sauna “gets done” there
has been a serious disconnect between
Northern, Central and Eastern Europe,
where sauna-going is a way of life…and the
rest of the world. In countries like Finland
(where saunas were born 2,000 years ago),
Italy, Austria, Germany, Sweden, Norway,
Switzerland, The Netherlands, Hungary,
Poland, etc., the rituals and facilities are
often creative, deeply social and fabulous.
But the sauna experience outside Europe
can frankly be rather “meh”: an uninspired,
lonely experience in a spa or condo
basement ‘box.’”
Event saunas are designed to change this;
large spaces that can accommodate 10
people or more, and typically incorporate
space for a Sauna Master (or “Sauna
Meister” or “Aufguss Meister”) to perform the
“Art of Aufguss” and/or lead group classes,
like meditation or breathwork.
A history of aufguss
“Aufguss” is a German word that, according
to Minneapolis-based Sauna With Alex,
translates to English as “infusion.” The Finnish,
who have more saunas per capita than
anywhere else in the world, call it “loyly.” It
refers to the pouring of water onto the hot
stones of the sauna oven. The steam this
creates increases the heat and humidity
inside the sauna.
Alex explains that aufguss is thought to have
begun as a means of maintaining the heat
level in the sauna. After the door is opened
to let fresh air in, also letting in the cold,
people pour more water to quickly restore
temperature and humidity levels and wave
towels to distribute the hot steam. Over time
this action has become the more complex
6
| Spa Executive

social and experiential communal experience
it is today, a performance art, incorporating
everything from elaborate, theatrical
shows with dramatic towel work to quieter
meditative journeys and sound baths.
Aufguss in the 21st Century
According to Sauna With Alex, one can find
both large wellness parks and smaller sauna
facilities all over Germany offering a variety of
aufguss. The rest of the world is following suit.
For example, the first event sauna in
North America opened in 2022 at Resorts
World AWANA Spa & Wellness in Las Vegas.
AWANA’s event sauna measures 360 square
feet and can accommodate an audience of
up to 40 people. The theater-inspired space
was created by Design for Leisure (DFL) in
collaboration with aufguss consultants Lasse
Eriksen, vice president of Aufguss-WM, Rob
Keijzer, a three-time world aufguss champion
and professional trainer, and spa consultant
Cary Collier at Blu Spas.
World Aufguss Championship
There’s even a World Aufguss Championship
(as you might have noted from the above
mention of three-time world Aufguss
champion, Rob Keijzer). This year’s nationals
will soon take place in countries around the
world, including the UK, which will hold its
first-ever national championships in April
2023, and winners will go on to compete in
Germany in September.
Resorts and properties with the space
to create larger facilities and hold events
may see benefit from offering aufguss
experiences. Since the pandemic, pundits
have been touting the allure of social and
community wellness experiences. Not only
does Aufguss fit this bill, it offers the added
benefit of novelty for many.
An example of a champion Aufguss
performance:
Sauna WM 2015 - Sauna-Aufguss
Italienmeisterin Tanja Ennemoser
Also, the UK’s first sauna festival, Saunaverse,
took place at the Community Sauna Baths
in Hackney Wick in February 2023. The
Community Sauna Baths is part of an
emerging sauna movement in London,
offering wood-fired saunas and cold plunge
facilities for £10-£15. Saunaverse includes
aufguss experiences and aims to promote
sauna culture in the UK and make use of
unused spaces in London.
In Canada, a number of Nordic style spas
have opened up recently,like Nordik Spa-
Nature, offering Aufguss rituals.
7
| Spa Executive

Dear Sal, how I can keep revenue coming in
during slower times?
Sal Capizzi, Marketing Director at Book4Time
and a former Director of Spa and Wellness
at NEXUS Luxury Collection, shares his expert
insight into your reader questions.
Send your queries about managing staff,
operations, and anything else you want to know
(challenge him!) to scapizzi@spaexecutive.com
Q. Dear Sal:
To be honest, I’m a bit scared about my
business weathering the turbulent economic
times. Do you have any suggestions on how
I can keep revenue coming in when business
seems to be a bit slower?
A. Great question!
There are several successful ways I’ve run a
business during slow times and new ideas
that are being talked about in a major way
throughout the industry as it stands right now.
My first rule of thumb is to always pre-book
as much as you can. I was leading a business
where it was almost a requirement to have
40% of the next month’s “goal” pre-booked
the month before. For example if my next
month’s goal was $70,000 – I would aim to
have $28,000 of that already booked.
Incentivize your practitioners. Your
practitioners don’t necessarily need to be the
ones telling clients about any pre-booking
discounts if they come back again, but if
clients know that their LMT or esthetician
is invested in their well-being, reviews a
solid treatment plan with them, and gives
them take-home care advice, you are sure
to see that client again. An incentive for a
practitioner could look like a cash bonus
on number of sessions performed or prebooked,
a self care treatment of their choice,
or even a promotion. In order for someone to
move up the ranks by tier in my business they
had to have at least a 30% pre-booking rate
for consecutive months.
Incentivize your guests. At checkout,
let your guests know of any benefits that
may come with pre-booking their next
appointment or buying a series/package of
services. Most times both of these come
with a small discount on each service, or
an add-on to a treatment that adds no
additional time to the service, costs pennies,
8
| Spa Executive

and guarantees you revenue for the weeks or
months ahead.
Promote any in-house promotions,
specials, and offerings weeks to months in
advance. You are the leader of your business
and have the ability to create as much (or as
little) hype as you’d like around an upcoming
promotion. Hit those outreach lists – an
educated client is a happy client and you’re
likely to see a few faces in your spa that may
have simply forgotten to schedule some time
for self care after their last treatment.
could turn your entire schedule around.
I hope some of these tips help for the
upcoming year ahead and I wish a ton of
success to your and your team!
Good luck!
Sal.
Use the new technology your spa
software system offers such as an online
booking site to generate passive revenue
after hours. Put a direct booking link in your
email signature and QR codes around your
resort (where allowed). Another tool is Yield
Management. This powerhouse of a feature
has been used in the hospitality industry
since the 1970s. From airlines to hotel
rooms, prices can always fluctuate based
on demand. For example, if there’s a huge
sporting event taking place near your hotel
of choice, you’ll likely be paying more. Simply
put, yield management is the practice of
adjusting prices based on demand.
During the past couple of years, the spa
industry has begun to catch on and utilize
this practice to make up for slower days
without having to discount their services or
offerings, which can actually harm a business.
Yield Management gives spa directors and
general managers the opportunity to use new
sales and marketing techniques to fill their
treatment rooms during these slower times
to entice guests to make a visit to the spa and
to make up for potential lost revenue. On a
slower day, your system could automatically
lower prices for you. Pairing these prices with
a smooth marketing campaign for hotel guests
9
| Spa Executive

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How to handle sexual harassment
in your spa
A 2020 study found that 75% of massage
therapists had experienced sexual harassment
or assault from a client at least once.
Inappropriate behavior from clients towards
service providers is an unfortunate reality
in the spa and wellness industry. Spa
employees are particularly vulnerable to
sexual harassment because they work in
close quarters, alone, touching people who
are in various states of undress.
In 2020, The Association of New Brunswick
Massage Therapists (ANBMT) conducted an
online survey of New Brunswick massage
therapists and found that 75% had
experienced sexual harassment or assault
from a client at least once, while 27% had
experienced it more than three times. Only
one reported it to police.
Another survey from Massage Tables Now,
conducted in 2018 found that 64% of
female and 56% of male massage therapists
had experienced “unwanted advances or
inappropriate sexual behavior” from a client.
Businesses must do what they can to avoid
these problems and handle them when they
happen. Prevention is everyone’s responsibility,
and managers must take the lead.
Dealing with inappropriate behavior from
a spa customer can be challenging, but it’s
important to maintain a professional, safe,
and comfortable environment for all clients
and staff. Here are some tips on how to
handle such situations:
Have protocols in place and train your
team. Outline your policy and make the
protocol part of your onboarding. Provide
employees with proper training on how to
identify and address inappropriate behavior.
What do they say? Who are they to go to, and
what will that person do? Have a plan and
lay it out so that you’re all on the same page
and they feel empowered. Teach them how
to handle difficult situations professionally
and calmly, and empower them to take
appropriate action when necessary.
Let them know they can come to you.
Staff should feel 100% comfortable coming
to you with any issues and should know
that you have their backs. Not only will you
inspire confidence, but you’ll be keeping
yourself in the loop. You should know what’s
going on at your business, so you don’t
wind up getting blindsided by complaints,
attrition, or even lawsuits. Keeping
communication lines open helps promote
security for both you and your team.
Have the courage to stand up. A main
reason sexual harassment is so rampant
is because people are afraid to speak up,
call out offenders, and defend themselves
and others. In a business setting, managers
11 | Spa Executive

may be afraid of confrontation, making a
wrong decision, or losing business. This fear
around standing up to sexual harassment
and assault is the reason offenders feel
empowered to keep doing what they do. In a
clear case where a team member has been
harassed or assaulted, take action.
Speaking about harassment in the
service and hospitality sectors, workplace
harassment prevention consultant, Fran
Sepler, told the New York Times: “Every
worker in the service and hospitality
industry must be told by management that
their health and safety is more important
than a sale or a customer. Every worker
in service and hospitality must know that
they are empowered to say: ‘I’m sorry, but
it’s unacceptable to treat me this way. I am
happy to have my manager come and talk
to you about that if you like.’ You never
have to smile at someone who is scaring or
demeaning you.”
What to do when you are certain a line
has been crossed
In a situation where a service provider has
been harassed, that person should alert the
spa manager and the manager should then
go and tell the customer that the treatment
is over and ask them to leave. The manager
should not leave the customer alone with
the service provider. The customer should
be informed that they will not be allowed
to return to the spa and should be asked
to pay for the treatment in full. If the guest
denies any wrongdoing, have them fill out a
templated form that you should have ready
in your spa at all times. The form is for them
to make an initial statement in case further
investigation is required.
assaulted, charges should be laid. If you
don’t alert the police, the individual will feel
empowered to go and assault someone else.
Keep records in your software of what has
happened. Your software features should
allow you to add notes to a customer file and
even ban a customer from the spa with details
about the reason for the ban. In this case, if a
ban is merited, you would note that they are
banned for reasons of sexual misconduct.
What do when you are not certain that a line has
been crossed
Sometimes, there will be a situation in
which it is unclear whether a line has been
crossed. This could be a questionable
comment, a suggestive but not overt
gesture, or subtle behavior that caused a
feeling of uneasiness. These things might
not merit intervention or dismissal of the
guest, but they can be noted in that person’s
file, so therapists can be on guard. Your
software should also allow you to ban that
customer from booking a particular service
provider. The replacement therapist should
be informed of the situation, so it can be
properly monitored.
We are all accountable for creating
safe spaces.
The therapist should be paid for the
treatment in full. If the therapist was
12 | Spa Executive

BOOK ONLINE,
PAY ONLINE,
SKIP THE LINE
Enjoy the contact-less experience.

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The award-winning spa and wellness center
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Examples from the spa menu include:
Bio-tuning treatment “60 or 90 Min | Tuning
forks with specific hertz and tension movements
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14 | Spa Executive

Rosewood’s Emmanuel Arroyo on succeeding
as an industry leader & supporting our teams
Emmanuel Arroyo was recently promoted
to Senior Corporate Director of Wellness at
Rosewood after more than 11 years with the
brand and several more in the hospitality, spa
and wellness sector.
Rosewood Hotels is a global collection of oneof-a-kind
luxury hotels, resorts and residences,
inspired by the philosophy “A Sense of Place,”
to reflect the local culture and spirit of a
destination. The brand aspires to create travel
experiences that are “authentic, original, and
deeply personal.”
Emmanuel Arroyo was recently promoted
to Senior Corporate Director of Wellness at
Rosewood after more than 11 years with the
brand and several more in the hospitality, spa
and wellness sector.
His hospitality career began with Fairmont as
a spa experience coordinator at one of the
Willow Stream locations. A management trainee
program led to opening the brand’s location
in Mayakoba, after which he went to work for
Hilton Worldwide for three years before joining
Rosewood where he operated the first branded
Sense Spa, also in Mayakoba.
“Sense Mayakoba became the first 5-Star Spa
by Forbes Travel Guide in Latin America,” says
Mr. Arroyo. “That was exciting. Not just for us
as a spa or hotel, but also as a recognition for
Rosewood as a brand and a statement for
Mexico, which is a destination with so many
high caliber spas, enough to be known as a
worldwide top spa and wellness destination.
Later, he was promoted to Regional Director
of Wellness, North America, Caribbean, and
Europe, before moving into his current role.
He now supports 27 spas, with 25 more
in the pipeline. “My responsibilities are
mainly dedicated to operational excellence,
business strategies, maximizing our financial
performance, and supporting the pre-opening
and opening process of the new projects.”
As Senior Corporate Director of Wellness for a
brand so renowned for its singularly authentic
and original positioning, Mr. Arroyo is well
placed to share some deep and valuable
insights about what it takes to succeed as
an industry leader and how we can better
support our teams and create truly excellent
customer experiences. So, we asked him
about these things.
What does it take to succeed as a leader in spa
and wellness?
There are so many things but if I must
choose, I think you must commit to staying
ahead of the curve and being an innovator.
You have to challenge yourself to not be in
the same spot for too long and recognize
that this is a very fast changing industry. At
Rosewood, not exclusively from a wellness
perspective, we really are aiming to be
16 | Spa Executive

trendsetters rather than trend followers.
That’s always a challenge but it’s important
to us.
What are the biggest challenges you see facing
the industry? And do you have solutions for
solving them? Most people say staffing.
Can I say staffing too?
Yes.
There is a lot of focus on recruiting, but we
also must focus on retention. We’ve been
speaking about wellness in the workplace for
so long, and now we are all surprised by this
recession and great resignation that we’re
facing. But, for me, it is an example of our
lack of proactivity in creating workplaces that
are inviting people to stay. Because, at the
end, it’s about being fulfilled where you are.
People are leaving jobs because they’re not
enjoying them. At Rosewood, as a company,
we’re challenging ourselves to do this with
the programming and the spaces we create
in our hotels. We have hotels with full-scale
gyms for their associates, and lounge areas
where they can relax and really engage. We’re
trying to promote a sense of community
because that is what is going to turn this from
a job to a place where or team belongs. So
yes, we are strongly challenged by this crisis,
but we are also seeing the silver linings and
using it as an opportunity to come out of it as
the top hospitality employer.
Do you find yourself relying more on
technology lately?
Absolutely. I just came back from London
where I was on a speaking panel discussing
the importance of integrating technology as
a fundamental pillar of being a trendsetter
for wellness. With technology applied to
wellness we have access to data to create
new authentic experiences. For example, last
year we launched a wellness campaign called
Alchemy of Sleep, a collection of immersive
retreats to promote restorative rest. We
partnered with a company called Brite, that
designs smart mattresses that help the
user get better sleep and track data on how
productive and effective their sleep is. Guests
were thrilled about the concept, eager to try
the beds and experience them.
In the same line it’s also important to
work with the right software company.
The differences we’ve seen by integrating
a software platform that offers online
booking and shopping, and that is accessible
and compatible with the hotels’ property
management systems is big. So, yes, I’d say
we are relying a lot on technology lately.
What makes an excellent guest experience?
It’s a list of things but it always comes
down to the provider and the quality of the
treatments. What does a guest want? They
want a great massage. Where does a great
massage come from? It comes down to
recruiting the right talent and making sure
you promote and enhance their strengths by
providing them with tools and training to do
simple things in an extraordinary way.
But it’s also about finding the right product
partner and creating experiences that are not
only stimulating the senses but are enriching
and inspiring people’s lives.
What are you excited about in spa and wellness
or hospitality right now?
I am excited about how the industry is
evolving and the commitments we’re making
to be more authentic. Commitments such
as a world free of preventable diseases and
discovering the true meaning of longevity and
biohacking demonstrate that this industry
wants to create real impact.
I’m also excited about Rosewood and our firm
vision to be leader as an ultra-luxury lifestyle
brand and a true purpose driven company.
17 | Spa Executive

Four Seasons Toronto Spa launches
biohacking treatments
The all-new, state-of-the-art Wellness & Bio
Bar, now open daily at Four Seasons Toronto,
offers a number of advanced treatments,
including biohacking.
The Five-Star Spa at Four Seasons Toronto is
introducing an innovative new feature designed
to improve guests’ health, well-being, and
quality of life.
The all-new, state-of-the-art Wellness & Bio
Bar, now open daily at Four Seasons Toronto,
offers a number of advanced treatments,
including biohacking, and “reinforces the
brand’s standards of personalized service while
redefining what it truly means to live well.”
The Wellness & Bio Bar required six months of
extensive training for the Four Seasons team and
features a curated menu centered around four
pillars: mental, physical, spiritual and sexual wellness.
“At the Spa at Four Seasons Toronto, I want to
ensure guests know living well is a lifestyle, not
a trend,” said Carlos Calvo Rodriguez, Senior
Spa Director at Four Seasons Hotel Toronto,
in a statement. “With the introduction of the
Wellness & Bio Bar, we’re providing our guests
with scientifically proven evidence-based
treatments tailor-made to each guest’s wants,
needs and desires. We’re excited to provide
them with some of the only biohacking services
in Toronto that will notably improve their health
as they make incremental changes to their
bodies and overall lifestyles.”
Results driven services include:
LPG Endermologie treatments
Touch therapy for those living with, or who
have a history of living with, cancer
Pre and post-natal treatments
Jetlag recovery
Celluma light therapy
Hypnosis sessions
LPG Endermologie is technology that gently
stimulates the skin to reactivate dormant
cellular activity. It is said to be 100% natural
and painless, and to provide visible results
instantly with no side effects. Four Seasons is
the first luxury hotel spa in Canada to ​have LPG
technology, which was created in France and is
based on mechanobiology; a science studying
the influence of mechanical forces on tissues
and cells.
Also notable is the introduction of touch
therapy for guests living with, or who have a
history of living with, cancer. These therapies
are designed to address specific needs of
those who have gone through treatments such
as chemotherapy, radiation, and surgeries,
and to address related skin conditions while
supporting the body’s immune and lymphatic
systems, improving the range of motion,
encouraging better sleep, and reducing pain
and inflammation.
18 | Spa Executive

Sessions by hypnotist Asad Mecci will
include a series of imagery exercises while
providing positive suggestions specific to
desired outcomes, like improving sleep,
calming nerves, enhancing performance, and
reaching one’s full potential.
19 | Spa Executive

Case Study
Fairmont Chateau Whistler
Fairmont Chateau Whistler is a resort in a
naturally spectacular alpine setting that delivers
an ideal experience for guests. This awardwinning
hotel sits at the base of Blackcomb
Mountain, with ski-in ski-out access, and
showcases classic elegance, exceptional dining
and full resort amenities.
At the Fairmont Chateau Whistler, you’ll find
519 alpine-inspired guest rooms, a Fairmont
Gold floor, expansive conference and event
space, a renowned food and beverage program
and a championship golf resort.
Surrounded by stunning mountain vistas,
scenic lakes and a close-knit mountain
community, Fairmont Chateau Whistler
welcomes adventure-seekers, families, and
outdoor enthusiasts.
The resort offers a wide variety of activities
for hotel guests that include recreational
offerings, fitness classes and Whistler
Experience Guide activities.
Fitness classes include twice daily yoga, Pilates,
Stretch & Mobility, Aquafit, Tai Chi, LuLuLemon
Mirror classes, and personal training. Whistler
Experience Guide activities are based on
the seasons and include (but are not limited
to): skiing (downhill and cross country),
snowboarding, snowshoeing, hiking, biking,
walking, star gazing, cultural tours, museum
tours, brewery/distillery experiences, paddle
boarding, shuttle bus tours and nature tours.
Something efficient and easy to use for our staff,
but also sleek and professional for guests
Josh Fraser is the resort’s Health club and
Recreation Manager. When shopping for
a spa and amenity management software,
Fraser was looking for a system that suits
multiple needs. He explains, “We have
a huge range of activities and facilities
that change throughout the year with the
seasons. We struggled to find software
that could do everything.”
The team was seeking “something that was
efficient and easy to use for our staff, but
also sleek and professional for guests. We
wanted software that doubled as a marketing
tool, to show our guests what we can offer.
Specifically for us, we also needed something
that could handle our membership platform
as well as the activity bookings.”
Book4Time was the clear choice to manage
Fairmont Chateau Whistler’s activities,
spa, and memberships. “I knew that other
Fairmont Hotels had used Book4Time and
were very happy with the product,” says
Fraser. “Book4Time appealed to me, as they
were very flexible in their approach and very
accommodating to my needs. Even if they
hadn’t used the software for this particular
use in the past, they were happy to try and
accommodate it.”
20 | Spa Executive

“I’d never been through such a rigorous onboarding
process with a software platform before.”
The 10-week onboarding process was very
thorough, Fraser says, and the Book4Time
support team was available for additional
questions/assistance whenever needed.
“They used a set structure to ensure
everything was covered, although they often
tailored it depending on our requirements.
They gave a detailed list of employees (IT,
Spa, Management etc) that could benefit
from the training and kept us accountable for
completing our work on time.
“I’d never been through such a rigorous
onboarding process with a software platform
before. They really covered everything and
learned a lot.”
Fraser adds, “The Book4Time team was very
supportive, in particular, Ashish (Ratnaparkhe,
Onboarding Specialist). They continued to
assist us even after our onboarding was
completed. Considering our setup was very
different from other hotels/spas, they were
always happy to help us figure out some of
the more unique problems we faced.”
A software system to manage it all
Fraser says the resort employs two Whistler
Experience Guides, two in-house class
instructors, two in-house personal trainers,
and 10 contracted yoga instructors. On the
average day, anywhere from 2-50 guests
participate in the activities. Fraser explains,
“Our hotel clientele varies, as does the
demand for activities.”
Book4Time helps manage it all.
Fraser says, “In winter, our Mountain tour
is very popular as our guests love to ski.
Book4Time allows guests to book this activity
with us well in advance, which is helpful when
they’re trying to plan their whole vacation.
Book4Time allows us to control the amount
of spots available, and offer a waitlist option.
The system automatically sends our guests a
confirmation email and reminder, including
the link to sign their participation waiver. This
helps us save time on the day of the activity,
and gives our guests more time to ski.
“Yoga classes are also very popular and
Book4Time allows the guests to book
themselves in for their whole stay. So they
can continue their yoga or workout routine
whilst they are away from home.”
Guests can book themselves into activities
using an online booking site, which Fraser
says is “used heavily.” He adds, “They can also
manage their bookings and view the activity
details at any time. Wellness is a growing
area within hospitality and it’s wonderful for
guests to be able to continue their workout
and wellness routines whilst they’re away
from home. Book4Time plays a large role in
showing the guests the options they have
during their stay with us.”
75% of booking through the online system
“Guests can actually see everything available
to them, where in the past, they may not have
been aware of what was on offer.”
In fact, between July 2022, when the Chateau
launched Book4Time, and December 31,
2022, out of the 5327 sign-ups for activities
and classes, 4016 came through the new
online booking system, or a stunning 75% of
bookings.
“The system gives our guests the freedom
to choose their activities at their leisure, and
saves our staff time, instead of placing every
booking manually,” says Fraser. Plus, “the
online usage is also great for our marketing.
It means guests can actually see everything
available to them, where in the past, they may
not have been aware of what was on offer.”
When asked to name his favourite
Book4Time features and functionalities,
Fraser says, “The compatibility with guest
intake, to create and store our online forms
has been amazing. We’re able to create, send
and store all of our participation waivers and
Health Club membership contracts using this,
whereas, in the past we would have stacks of
paper files.”
Also, “The ability to have the internal site work
independently from the guest facing site is
great for us. It means we can have internal
scheduling and programming and also have
the freedom to design what is on the guestfacing
site.”
Third, he says, “The reporting functions are
really helpful for anyone looking to gain
insight into their spa and hotel business.”
“They never settle for what they already have,
and are always looking for new features to
enhance the user experience.”
Always innovating
He has also been impressed with the
constant updates and new features being
released by B4T. “They never settle for what
they already have, and are always looking for
new features to enhance the user experience.
This is crucial in the hospitality industry, as we
too are always working to improve customer
service and guest experience. The ideas put
forward by Book4Time for Q2/Q3 of 2023
already look very interesting and are sure to
be a great addition.”
21 | Spa Executive

Would Josh Fraser recommend Book4Time?
“I have nothing but good things to say about
Book4Time software. It is very user friendly,
and all of our staff were able to become
competent users very quickly. As time
progressed, we have discovered and used
more features, and I’m still learning new
things with the platform today. We’re always
thinking of new ideas and the majority of
them can be implemented easily. We always
ask ourselves ‘Can I use B4T for this?’ and the
answer is usually yes.
“I’m sure Book4Time can offer solutions to
most, If not all, issues faced by spas and
hotels. The platform is extremely robust and
can be adapted to suit everyone.”
“I’m sure Book4Time can offer solutions to
most, If not all, issues faced by spas and hotels.
The platform is extremely robust and can be
adapted to suit everyone.”
22 | Spa Executive

The power of personalization (and what is
hyper-personalization?)
These days, everyone expects personalization
from their favorite hospitality brands. The next
frontier is hyper-personalization.
Everyone in the hospitality industry knows by now
that personalization is a powerful tool for creating
a unique and memorable customer experience.
By tailoring offerings to individual needs and
preferences, hotels, resorts, and spa and wellness
businesses can set themselves apart from
competitors and build strong, long-lasting guest
relationships. A vast majority of customers today
want and expect personalized experiences.
Why? One key benefit of personalization in
hospitality is that it allows businesses to create
a more emotional connection with their guests.
In 2015, researchers Alan Zorfas, and Daniel
Leemon found that creating an emotional
connection with customers can yield big payoffs.
They wrote in the Harvard Business Review:
“Many companies are busy mapping their
customer experience… Their stated goal is
typically to improve customer satisfaction at
each step of the customer journey. But overall
customer satisfaction is often already high, and
seldom a competitive differentiator.”
“Our research across hundreds of brands in dozens
of categories shows that the most effective way to
maximize customer value is to move beyond mere
customer satisfaction and connect with customers
at an emotional level.”
Personalization is an effective way to do that.
When guests feel that a hotel or restaurant
understands their individual preferences and
desires, they are more likely to feel valued and
appreciated, which creates that connection.
Separate research on product personalization
found that the amount of effort invested into
creating personalized products has both a
direct effect and an indirect effect on the
strength of the emotional bond a person
develops with the product.
The power of data
Data can help businesses better
understand their guests and anticipate
their needs. By collecting data on guest
preferences and behavior, businesses
can create more targeted marketing
campaigns and develop more effective
strategies for improving guest satisfaction.
A hotel, resort, or spa can use data on
a guest’s past stay preferences to offer
them a personalized room or experience
upgrade.
Technology has expanded the possibilities
of personalization in recent years. With
the help of tools like customer relationship
management (CRM) software and artificial
intelligence (AI), businesses can automate
the process of collecting and analyzing
guest data, making it easier to provide
personalized journeys at scale.
23 | Spa Executive

Hyper-personalization
The next frontier, so to speak, is what
people are calling hyper-personalization.
In traditional personalization, companies
typically use basic information such as
a customer’s name, location, and past
purchases to deliver relevant messages,
recommendations, and experiences.
Hyper-personalization takes this one step
further by incorporating a combination
of historical and real-time data covering
purchase history, behavior, and
preferences across the entire customer
journey. They may also use social media
activity, and even biometric data.
A company can then create the most
personalized experience and provide the
best possible service offerings moment
by moment, by anticipating a customer’s
needs and providing personalized
solutions in real-time. As this becomes the
norm, eventually, all “personalization” will
be “hyper-personalization.”
Here are just three ways your spa and
ancillary revenue software system can help
create hyper-personalized journeys.
1. Sharing information across multiple properties
In the second decade of the 21st century, a
hotel, resort, or spa is expected to know a
customer’s name, contact information, and
relevant health information before that person
arrives to check-in. They are also expected
to collect purchase history and preference
information – like slipper and robe size, and
preferred products, snacks and beverages.
They should also have a system that makes the
data shareable across multiple properties once
it’s logged. Book4Time will do this for your spa
and ancillary revenue services. This means, for
example, that when a customer who has visited
your spa in New York City decides to visit the spa
at your Bangkok location, the Bangkok location
already has all that guest’s information and can
greet them accordingly. This is one of the best
ways to elevate the guest journey all over the
world.
2. Exquisite surprises
It’s standard for service providers to note special
and relevant information, like important dates
and conversation topics, for service
enhancements, like giving the guest a birthday
gift. These tidbits can also keep the conversation
flowing when the guest returns to the spa
(“How was your birthday?” for example). Hyperpersonalization
takes this a step further. If,
for example, a guest shares with a massage
therapist that it’s their anniversary, that they just
got engaged, or they are pregnant, with
Book4Time, this information can be quietly
shared with the front desk through a mobile
device, and a special package prepared to
surprise the guest at checkout, without the
service provider ever leaving the room or
making an audible call – an almost magical
touch.
3. Real-time retail recommendations
Features like Book4Time’s Shopping Cart
allow your service providers to communicate
treatment notes and suggested retail items
directly with the front desk through a mobile
device, placing the items in a virtual cart, so desk
staff can continue with the recommendation for
suggested retail purchases at checkout. This
streamlines the process and keeps
communication flow between team members
open to create that hyper-personalized wow
factor, while increasing upsells and retail sales.
A more engaging customer journey
Overall, personalization creates a more
engaging customer journey, and is a critical
element of success in the hospitality industry. By
leveraging technology and data to create tailored
experiences for their guests, businesses can
build stronger relationships, increase loyalty, and
drive long-term success.
24 | Spa Executive

Survey finds what high end travelers are
willing to spend on a hotel
Findings of a recent survey show that high-end
travelers are reining in their vacation spending.
Findings of a recent Bloomberg MLIV Pulse
survey show that high-end travelers are reining in
their vacation spending.
The survey consisted of 465 respondents from
the US, Canada, and Europe that included traders,
portfolio managers, senior managers, and retail
investors, and found that respondents don’t want
to pay more than $500 a night for a hotel, even
for “greener or fancier options.”
The author notes that, “The results come during
what should be one of the busiest periods for
travel booking.”
Asked the question, “What is the maximum you
are willing to pay for a night in a hotel on vacation
this year?” approximately 69% of poll participants
said their maximum budget for a night in a hotel
room was $500, while 24% were willing to spend
up to $1,000. Five percent set their limit at
$2,000, and two percent may spend $3,000 or
more a night. The number of people “splashing
out” on their next vacation was a small seven
percent.
69% of poll participants said their
maximum budget for a night in a hotel
room was $500, while 24% were willing
to spend up to $1,000. 5% set their limit
at $2,000, and 2% may spend $3,000 or
more a night.
Setting the limit at $500 eliminates more upscale
hotels in most major markets, and even suites or
larger rooms at mid-tier properties.
According to data from Google, five-star hotels in
New York City are typically priced between $523 –
$999 per night in April and May. In Paris they
range from $707 – $1,382, and in St. Barts, the
average is $1,451.
airlines will face increasingly irritated consumers
this summer,” and muses that the decreased
willingness to spend may be a reflection of
diminishing consumer confidence or feelings
that service quality has not increased apace with
inflated pricing.
Implement revenue management
Hotels and resorts facing a pullback on
customer spending might consider emulating
the airlines and implementing revenue
management strategies. Airlines have been
using yield management since the 1970s, and
American Airlines CEO Robert Crandall has
given it credit for saving the company from
bankruptcy. More recently, they have taken
revenue management even further. Services
that were once bundled in with the cost of a
plane ticket are now commonly sold
separately, most notably checked bags, but
also meals, alcoholic beverages, and even
headphones.
25 | Spa Executive
Bloomberg states, “The results of the survey
suggest that luxury hotels, restaurants and
Hotels and resorts with spas or ancilla ry revenue
departments that are already employing yield

management may explore more revenue
management strategies with rooms and services
like upsells and add-on packages.
We know that discounting services can negatively
impact a brand but “upgrading” to VIP spa services
or in-room treatments and services, for example,
can have the opposite effect of increasing,
rather than decreasing, perception of value. A
mini facial or hot stones added to an existing
spa reservation, for example, costs little for the
property and adds value for the guest. Similarly, a
VIP cabana package of food, drink, and a poolside
massage, or post-ski, fireside experience with a
cheese plate and glass of sparkling wine or hot
toddy, can do the same.
Travelers intending to spend less means
hospitality companies have the opportunity to get
creative with their offerings to make guests feel
that their money is well spent. There will always
be a market for excellent service quality and truly
exquisite experiences.
26 | Spa Executive

FOR LEADERS IN THE BUSINESS OF WELLNESS
ADVERTISE WITH US
CONTACT SAL CAPIZZI FOR MORE INFORMATION
SCAPIZZI@SPAEXECUTIVE.COM
scapizzi@book4time.com www.spaexecutive.com