Spa Executive December 2023

ISSUE #50 DECEMBER 2023 

SPA EXECUTIVE 

FOR LEADERS IN THE BUSINESS OF WELLNESS 

GET READY FOR 2024! 

SPOTLIGHT 

GWI’s Susie Ellis talks 2024, trends 

& the global wellness economy 

FEATURE 

Declutter your spa menu in 2024 

MANAGEMENT 

How spa & hospitality can attract and 

retain talent in 2024

PUBLISHER 

Roger Sholanki 

EDITOR, CREATIVE DIRECTOR 

Elizabeth Bromstein 

DESIGNER 

Design Pickle 

CONTRIBUTING EDITOR, 

PRODUCTION MANAGER 

Sal Capizzi 

Note from the Publisher 

Dear readers, 

It’s been a great year for the hospitality wellness industry. After terrible pandemic 

setbacks, we bounced back and then kept soaring. 

In our spotlight interview this month, the Global Wellness Institute’s Susie Ellis said, 

“Wellness is one of the great economic growth stories of the last few years. Our 

research shows that it has exploded from $3.7 trillion in 2015, to $4.9 trillion in 2019, to 

$5.6 trillion in 2022 – and we forecast it will hit $8.5 trillion in 2027. It has grown 12% 

annually since the pandemic year of 2020, as Covid is proving a crucial turning point, 

with wellness and prevention becoming far more important to consumers.” 

To say we’re going out of 2023 on a high note is an understatement. And we all can’t 

wait to see what 2024 will bring as hotels, resorts, and spas harness this interest to 

expand their wellness and activity offerings. 

In this issue of Spa Executive, we asked industry leaders to share what they are looking 

forward to next year. Their responses include the expanded use of technology and 

touchless experiences, a growing interest in biophilic design and sustainability, and a 

focus on mental wellness – and more. 

We also cover a range of other topics, including decluttering and revamping spa menus 

and ways to increase revenue as we all ramp it up for 2024. 

Spa Executive 

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. 

And it’s with a mix of melancholy and excitement that I thank you for reading this last 

issue of 2023. I hope the insights herein empower you with valuable knowledge to 

propel your business forward. 

Warm regards, 

Roger Sholanki, 

CEO, Book4Time

Contents 

December 2023 

4 

Volume 50 

TECHNOLOGY 

Checklist: 27 items to look for in a spa 

& ancillary revenue management software 

7 

9 

11 

13 

15 

18 

21 

24 

27 

MANAGEMENT 

Dear Sal, I need advice about a customer who 

smells terrible 

STAFFING 

How spa & hospitality can attract and retain 

talent in 2024 

BUSINESS 

Increase spa & ancillary revenue in 2024 

PLANNING 


FEATURE 

Spa stars: How to cater to your customers’ 

zodiac preferences 

SPOTLIGHT 



FEATURED PROPERTY 

Guerlain Spa at Raffles Boston 

NEWS 

What spa & wellness leaders are looking 

forward to in 2024 

BOOK4TIME PARTNER SPOTLIGHT 

Nonius Hospitality Technology

Checklist: 27 items to look for in a spa & 

ancillary revenue management software 

Choosing between the many software 

options out there can be an intimidating 

prospect. There are so many elements to 

consider while making your selection. Then, 

once you’ve made your choice, you might 

have to sell that decision to your superiors 

and stakeholders. 

Start with knowing what you’re looking for 

and, if you already have a software system 

in place, why you’re thinking of switching. 

Use this checklist of 27 elements to look for in 

a software to simplify the evaluation process. 

Robust & easy to read reporting 

dashboards – Reporting dashboards 

should offer a comprehensive array of 

metrics and key performance indicators 

(KPIs), presented in a visually intuitive 

manner that provides users with valuable 

insights at a glance. This capability 

empowers businesses to make quick 

and efficient data-driven decisions, 

facilitating continuous improvement and 

informed choices. 

Real time reporting – Real-time reporting 

allows you to make moment-to-moment 

decisions that impact your business. 

Real-time reporting provides the ability to 

make immediate, data-driven decisions 

while helping businesses respond rapidly 

to changing customer needs, optimize 

inventory management, and maximize 

revenue by keeping services and products 

available when and where they are in 

demand. Service and product availability in 

real time is a game changer. 

Inventory management – Inventory 

tracking and automatic adjusting of stock 

levels keeps you informed of when you 

need to order new stock and allows you to 

track which products are not selling, so you 

never run out of something your customers 

want or overstock something they are not 

buying. Effective inventory management 

should also offer predictive insights and 

help businesses anticipate demand shifts, 

optimize purchasing decisions, and allocate 

resources more efficiently, ensuring that 

they consistently meet customer demands 

while minimizing wastage and excess 

inventory costs. 

Turn-away tracking – Spas lose about 15% 

of business from turning away customers. 

Knowing the reasons you had to turn 

people away is the first step to recouping 

those losses. Turn-away tracking should 

provide detailed insights into the reasons 

behind customer rejections, allowing spas 

to implement targeted strategies to reduce 

turn-aways, optimize resource allocation, 

and potentially recapture a significant 

portion of the lost business. 

Scalability – Can your software solution 

grow with your company? Is it easy to 

add more users with specific permission 

levels? Or does this require onsite server 

4 

| Spa Executive

adjustments and unnecessary costs? 

An ideal software solution should offer 

scalability that aligns with your company’s 

growth. It should allow for the easy addition 

of users with customizable permission 

levels without the need for complex 

onsite server adjustments or incurring 

unnecessary costs, ensuring that your 

software can adapt seamlessly as your 

business expands. 

Data safety, durability & availability 

– “Durability” refers to protecting your 

data against events like server failures and 

“availability” refers to the ability to access 

your data on demand. These are important 

concerns for your business. Robust data 

safety measures should include encryption 

protocols, redundancy in data storage, and 

disaster recovery plans to safeguard against 

unexpected events and minimize downtime. 

Regular maintenance and monitoring of 

software servers are essential to ensure 

data durability and availability, providing 

peace of mind for your business’s critical 

data needs. 

24/7 Customer support – You can’t afford 

to wait when there is an issue with your 

software, as this can disrupt operations and 

the customer experience. Your software’s 

CS team MUST be there for you when you 

need them. Responsive 24/7 customer 

support should not only be available in 

times of crisis but should also provide 

proactive assistance, including regular 

check-ins and updates to ensure that your 

software continues to meet your evolving 

needs and performs at its best, maintaining 

seamless operations and exceptional 

customer experiences. 

Ease of use – An easy-to-use software 

interface makes all the difference to a 

business. Both staff and customers must be 

able to use your software without difficulty 

– it should even be a pleasure! Intuitive 

software should include user-friendly 

training and support resources, ensuring 

that staff and customers can maximize 

benefits with ease and confidence, 

ultimately enhancing their overall 

satisfaction and productivity. 

Contactless experiences – Many 

customers these days want to have as little 

contact with people as possible and it’s 

important to offer contactless experiences 

that cater to these guests’ preferences. 

This includes implementing touchless 

check-in for spa appointments, contactless 

payment options for ancillary services, and 

the ability for guests to access amenities 

and make reservations through online or 

mobile, ensuring a safe and convenient 

experience that aligns with their desire for 

reduced in-person interactions. 

Digital intake forms – Digital intake 

forms, part of the contactless experience, 

save time and minimize crowding in waiting 

areas during busy times. Digital intake 

forms should be easily accessible through 

a secure online portal, allowing guests to 

complete them at their own pace and from 

the comfort of their own devices. 

This enhances the contactless experience 

while ensuring efficient collection of 

information is collected efficiently, 

improving guest flow, and reducing 

administrative burdens on staff during peak 

periods. It’s also a sustainable solution that 

cuts down on paper waste. 

Gift card sales – Software should facilitate 

the sale and redemption of gift cards, 

enhancing revenue streams and customer 

retention. Digital gift cards save time and 

effort over handwritten ones and are easy for 

customers to send. The software should offer 

a user-friendly interface for purchasing and 

redeeming gift cards, making it convenient for 

both customers and staff. 

Additionally, features like automated balance 

tracking and the ability to send digital 

gift cards via email or mobile apps can 

further enhance the gift card sales process, 

increasing revenue and customer satisfaction. 

Robust integrations – Seamless 

integration with a hotel or resort’s other 

tools and systems, such as property 

management systems, payment processors, 

and accounting software for streamlined 

operations is essential. 

These integrations should not only enhance 

operational efficiency but also provide data 

synchronization and real-time insights, 

enabling better decision-making, accurate 

financial reporting, and a seamless guest 

experience throughout the entire stay, from 

booking to checkout. 

Yield management – Dynamic pricing 

strategies based on demand, seasonality, 

and customer behavior to maximize 

revenue is a must have for your spa, 

cabanas, and other ancillary revenue 

services. An effective yield management 

system should provide real-time analytics 

and reporting capabilities, allowing you to 

make data-driven decisions and quickly 

adjust pricing strategies to optimize 

revenue generation across your spa, 

cabanas, and other ancillary revenue 

services, ensuring you capitalize on every 

revenue opportunity. 

Customization – A software should be 

flexible enough to tailor to your specific 

business needs, including custom features 

and workflows. The ability to easily adapt and 

customize the software to evolving business 

requirements ensures that it remains a 

valuable asset over time, accommodating 

5 


changes in industry trends and your unique 

operational needs without the constraints of 

rigid, one-size-fits-all solutions. 

Customer Relationship Management 

(CRM) – A comprehensive CRM system to 

track customer interactions, preferences, 

and history, enabling personalized service 

and marketing allows you to create 

better guest experiences and elevate 

your brand. The CRM system helps spa 

and hospitality businesses build lasting 

relationships with guests by facilitating 

targeted communication, loyalty programs, 

and special offers based on individual 

preferences and past interactions, 

ultimately fostering guest loyalty and driving 

repeat bookings. 

Spa & hospitality experience – Don’t 

try to fit a square peg into a round hole. In 

the spa and hospitality industry, software 

features should be finely tuned to meet 

the unique needs of the sector, with 

streamlined appointment scheduling, 

efficient activity booking, comprehensive 

staff management tools, and robust 

customer purchase and preference 

tracking capabilities. 

Tailoring these features to the industry’s 

specific requirements ensures that the 

software enhances the overall guest 

experience, aligning with the industry’s focus 

on relaxation and customer satisfaction. 

Marketing capabilities – Tools for 

executing and tracking marketing 

campaigns, including email marketing, 

social media integration, and promotional 

tools should make your marketing a 

breeze. Customer NPS surveys help 

collect feedback and encourage positive 

online reviews. An integrated customer 

relationship management (CRM) system 

we can help businesses segment their 

audience, personalize marketing efforts, 

and measure campaign effectiveness, 

ensuring that your marketing efforts are 

not only efficient but also targeted and 

data-driven, resulting in better customer 

engagement and brand growth. 

Online & mobile booking – 

Allowing customers to book appointments 

or services online or through a mobile 

app for convenience and accessibility is 

no longer negotiable. The system should 

offer real-time availability updates, 

confirmations, and reminders, streamlining 

the booking process and reducing 

no-shows, ultimately enhancing the overall 

customer experience and optimizing 

appointment scheduling efficiency. 

Multi-location information sharing – 

For enterprise businesses with multiple 

locations, software that facilitates the 

sharing of data and resources across these 

ensures consistency, efficiency, and helps 

you provide service excellence. The software 

should offer robust access controls and 

permissions, allowing organizations to 

define who can access and modify data, 

ensuring data security and compliance while 

promoting collaborative information sharing 

across multiple locations. 

Automatic updates – The software 

should regularly update itself with the 

latest features and security patches 

to ensure optimal performance and 

protection. These automatic updates 

should be user-friendly and seamlessly 

integrated into the software, minimizing 

disruptions to the user experience. 

Listens to customer needs & 

suggestions – A system that evolves 

based on user feedback, demonstrating a 

commitment to continuous improvement 

and customer satisfaction benefits 

everyone. Actively engaging with customers 

through surveys, feedback channels, and 

open communication fosters a strong sense 

of partnership and helps tailor the system 

to their evolving needs and preferences. 

Memberships – Your system should help 

manage membership programs, allowing 

for recurring revenue and enhanced 

customer loyalty. An effective membership 

management system should provide 

detailed analytics and reporting capabilities, 

enabling businesses to track membership 

growth, retention, and the effectiveness 

of loyalty programs, informing strategic 

decisions and optimizing revenue streams. 

Loyalty programs – Managing loyalty 

programs to reward repeat customers, 

encouraging retention and increased 

spending is essential. Loyalty programs 

should offer customizable rewards and 

incentives, enabling businesses to create 

personalized experiences that resonate 

with their unique customer base, ultimately 

fostering long-lasting brand loyalty and 

customer satisfaction. 

This completed checklist provides a 

comprehensive framework for evaluating 

software options, particularly for businesses 

in the spa and hospitality sectors. 

6 


Dear Sal, I need advice about a customer 

who smells terrible 

Sal Capizzi 

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. Here he 

talks about how to hire the best spa employees. 

Send your queries about managing staff, 

operations, and anything else you want to 

know (challenge him!) to 

scapizzi@spaexecutive.com 

Q. Dear Sal, 

We have a regular massage customer at 

our spa who smells terrible. She comes 

once every two weeks for a massage, 

is pleasant to deal with, and tips well. 

But the two therapists she asks for 

regularly have a bad time because she 

smells like she doesn’t shower. How 

can we approach this topic with her 

without hurting her feelings or driving 

her away? 

A. Ah, the delicate dance of addressing the 

aroma in the room—literally! While it might 

seem like a tricky situation, fear not, because 

I think I have an idea for you. 

First things first, let’s acknowledge the 

positives. She’s a regular, she’s pleasant, 

and she’s tipping well – talk about a trifecta 

of spa-goer excellence! Now, onto the 

olfactory challenge. 

How about we flip the script and turn this 

into a spa-tacular upgrade for her? Consider 

crafting a sweet and subtly scented note 

that expresses how much you value her as a 

client. You could say something like: 

“Dear [Lovely Client], 

We hope this note finds you in the pink of 

relaxation! It’s always such a joy to have you 

at our spa, and your presence brightens 

our day. We’ve been brainstorming ways 

to enhance your massage experience even 

more, and we’re thrilled to share a few 

delightful options with you. 

We’ve recently introduced a selection of 

heavenly scented essential oils that can add 

an extra layer of tranquility to your session. 

These oils not only elevate your spa journey 

but also ensure that you leave feeling 

refreshed and rejuvenated. 

7 


We understand that personal preferences 

vary, and we want to make sure every visit 

is tailored to your liking. So, we’re excited 

to offer you the opportunity to customize 

your massage experience by selecting the 

scent that resonates most with you. It’s a 

small change that we believe will make a 

world of difference. 

Thank you for being an incredible part of 

our spa family, and we can’t wait to continue 

pampering you with the utmost care. 

Warm regards, 

[Your Name – as the Spa Director]” 

This way, you’re framing it as an enhancement 

rather than a critique. It’s all about creating 

a positive atmosphere and making her feel 

special while subtly addressing the aromatic 

concern. After all, who wouldn’t want to bask 

in the sweet scent of success and relaxation? 

Happy pampering! 

This is one way to go about things. 

Another is, if you have the option on 

premises, to encourage a relaxing premassage 

shower with gorgeously scented 

products as part of the experience. 

If there is a deeper hygiene issue that could 

be putting your practitioner’s health at risk 

(And you know what I’m talking about.) You 

may have to address the hygiene concerns 

with the client and be prepared to have an 

explanation as to why it could affect your 

therapist’s wellbeing during the service 

or their ability to do the service at an 

exceptional level. 

I hope this helps! 

Sal 

8 


How spa & hospitality can attract and 

retain talent in 2024 

The staffing crisis continues: so, here’s how 

to attract and retain talent at your spa & 

hospitality business in the coming year. 

It’s old news at this point, but an issue that 

continues to plague the spa and hospitality 

industries, and therefore one we continue to 

address: as we head into 2024, are we any 

closer to solving the staff crisis? 

Here’s a sad metric: 

According to the Bureau of Labor Statistics 

(BLS) Job Openings and Labor Turnover 

report (JOLTS), the hospitality industry has 

the highest turnover rates of any sector – 

by a lot. In 2021, the accommodation and 

food services industry had a turnover rate of 

86.3%. That’s down from the 2020 pandemic 

high of 130%, but it’s still significantly more 

than the US national average of 47.2%. We 

need to reduce those numbers. 

Companies are working on the issue. Like 

Marriott International, which launched its 

new people brand, “Be,” earlier this year with 

a plan to focus on attracting and retaining 

top talent around the world. And Hilton 

introduced a large-scale employer brand 

campaign called “Every Job Makes the Stay,” 

to increase attention to career opportunities 

available at the hotel, specifically for those 

considering front-line and hourly positions. 

What can the rest of the industry do? Face 

facts, for one thing. Sometimes people 

refuse to see what’s right in front of us. 

We hide behind buzzwords like “company 

culture,” “mission and values,” and, somewhat 

ironically, “wellness” – while ignoring what 

people actually want and need when it 

comes to employment. A company’s “values” 

don’t mean anything to an employee who is 

burning themselves out to pay the bills. And 

what good are free gym memberships and 

yoga classes to a mom who can’t even find 

childcare to cover her work shifts? 

The pandemic saw a lot of hospitality 

employees get let go, and many of those 

people vowed never to return to the industry. 

This firsthand experience with feeling 

expendable was a wake up call for them. It 

should be for us too. 

Here are some tips on how hospitality 

businesses can attract and retain talent in 

2024. 

Be upfront about compensation – 

You can save a lot of time and effort by 

being upfront in your job posting about 

compensation. People will only apply if the 

compensation is within their range, rather 

than waste your time and theirs only to 

learn that they’re not interested. Companies 

continue to push back hard against pay 

transparency because it might cost them 

by exposing unfair practices, but consider 

the notion that protecting your right to 

compensate your teams unevenly might not 

be fighting the good fight. 

9 


Pay people as much as you (really) can 

– Obviously compensation is a huge part 

of why people leave jobs. If they can’t make 

enough money to not just pay their bills but 

also live a life worth living, why do they want 

this job? They might need it – but they won’t 

want it. Meaning, they’ll apply for it and accept 

a lowball offer but the moment something 

better comes along, they’re going to take it and 

leave. And if you run your business this way, 

turnover will always be high. If you can’t afford 

to pay people what they’re worth, that’s not 

an excuse, it’s a problem to fix by looking at 

ways to increase revenue and decrease costs. 

Tiered, performance-based compensation 

systems are something to consider. 

Keep time to hire short – Time to hire is a 

crucial metric in a talent crisis. Research has 

found that time to hire is increasing and is 

approximately 44 days across all industries. 

While hospitality is generally lower than the 

average, keep in mind that the faster people 

can move through the process without 

cutting corners, the better. When someone 

is actively seeking employment, they are not 

just applying with one company and they 

don’t want to wait six weeks to find out if they 

are going to be able to eat and pay the rent 

and will take another offer if it comes along. 

Don’t burn out your teams – Burnout is 

big in spa and hospitality as managers try 

to fill the gaps by demanding more of the 

people they do have. It’s understandable to a 

degree. Bookings can be unpredictable and 

you can’t hire a bunch of staff for busy times, 

only to have them sitting around with nothing 

to do the rest of the time. Again, however, it’s 

leadership’s responsibility to smooth this out 

by maximizing schedules and accepting that 

sometimes you have to turn away customers. 

Yield management can be a life saver in this 

area, as you can fill less in-demand time slots 

with dynamic pricing. 

Provide growth & advancement 

opportunities – Advancement and growth 

opportunities are important to people. 

Nobody wants to feel like they have 

nowhere to go and upward momentum 

is key to many people’s happiness. Short 

sighted leaders keep people stuck in the 

same roles while prescient ones support 

their growth. This will mean that some 

people leave, but it also means they will be 

happy in their roles while they are in them, 

which reflects on your guest experience. 

And if you don’t let them grow, they’re going 

to leave you anyway, so you might as well 

nurture those careers and relationships. 

Tracking employees into management roles 

also means that, when the time comes, 

you have well-trained and experienced 

managers who know your brand. 

Offer comprehensive training & 

onboarding – At no point should an 

employee not know what is expected of them 

or what they are supposed to be doing. 

Offering comprehensive training and 

onboarding builds employee confidence and 

gives people the tools and information that 

they need to perform at their best, 

and people feel good when they know they 

are doing a good job. It also streamlines 

processes and improves guest experience. 

Don’t skip this step. 

Optimize scheduling – Shift work can 

be frustratingly uneven and that is bad for 

staff morale. Again, your software’s yield 

management functionality can help fill 

less busy time slots. Turn-away tracking, 

meanwhile, can help you determine reasons 

for turning away customers so you can tweak 

schedules accordingly. Your software should 

also eliminate conflicts and be accessible 

from anywhere so your team can check their 

schedules from wherever they are and at 

whatever time. 

Recognize & reward your people – 

Recognition helps to build strong company 

cultures. Just like nobody likes to feel 

stuck, people don’t like feeling invisible and 

unappreciated either. Recognizing employees 

is also good for business. A study by Gallup 

and Workhuman found that by making 

recognition an important part of company 

culture, a 10,000-person organization with 

an already engaged workforce can save 

up to $16 million annually due to reduced 

employee turnover. Reward the big things, 

but also reward the little things, and don’t 

always focus on the stars. Your B players 

should be recognized too. They are an 

important part of your business. 

Share business goals – When people 

feel like they are an integral part of the 

success of something, they are more 

invested in that success. This is why 

sharing your goals with your team 

members so that everyone is aligned is a 

key strategy. This gives people something 

to work towards, gets them working 

together, and helps provide direction. We 

all need a target to work towards. 

Employers need to start giving people 

what they want & need – and not just 

barely meeting these needs but exceeding 

them. Only then will people want to join our 

teams and stay. 

10 | Spa Executive

Increase spa revenue in 2024 

Increase spa & ancillary revenue in 2024 

2024 is going to be your best business year 

yet. We can feel it. 

Let’s head into the new year with a focus 

on increasing revenue across the board at 

your spa, wellness, or hospitality business. 

Here are some simple strategies for 

increasing ancillary and spa revenue. 

Diversify revenue streams 

Diversifying streams is one of the most 

effective business strategies. Having only 

one or two revenue streams puts you 

in a precarious situation, because if you 

lose them, you lose everything, as many 

spas discovered during the COVID-19 

shutdowns. Explore opportunities to 

diversify your income sources by hosting 

events and launching membership 

programs and subscription services. 

Hold wellness retreats and incorporate 

additional revenue-generating activities, like 

workshops, classes, or guided meditations. 

Introduce ancillary revenue activities, add 

food and drink packages to your cabanas 

and courts. Partnering with local businesses 

to offer joint promotions, creating new 

revenue streams while cross-promoting 

each other’s services. 

Implement yield & revenue management 

Implement a dynamic pricing strategy to 

optimize prices and availability based on 

demand fluctuations. Use your spa and 

ancillary revenue management software’s 

data analytics and revenue management 

functionality to forecast demand and adjust 

pricing in real-time, maximizing revenue 

during peak periods. Offer attractive 

packages and discounts during off-peak 

times to attract more cost-conscious 

guests. Offer add-ons and upsells that 

add no additional time to treatments 

and services, like hot stones and CBD 

creams to massages and paraffin wax 

hand treatments and eye masks to facials. 

Incentivize staff to promote these things. 

Collect & utilize guest data 

Implement a guest loyalty program that 

collects valuable data on guest preferences 

and behaviors. Use your software to log 

guest information that can even be shared 

across multiple properties to make your 

customers feel valued and appreciated all 

over the world. 

Utilize this data to personalize marketing 

efforts, tailor services, and improve overall 

guest satisfaction with the ultimate in 

personalized service. 

Track turnaway 

Spas typically lose about 15% of revenue from 

turning away. Monitor and analyze the reasons 

for guest turnaways, whether due to lack of 

availability or pricing concerns. 

Use this data to make informed decisions, such 

as adjusting staffing levels during high-demand 

periods or offering alternative services to 

accommodate more guests. Implement waitlist 

systems to capture potential revenue from 

guests willing to wait for availability. 


Promote your digital gift cards 

Increase your retail sales 

Promote the sale of gift cards for your 

spa and hospitality services. Offer special 

promotions or discounts for gift card 

purchases during holiday seasons and 

other relevant occasions. Make it easy for 

guests to redeem gift cards for a seamless 

and enjoyable experience and make 

your gift cards digital so they are easy to 

purchase and share. 

Focus on upsells & add-ons 

Train your staff to effectively upsell and 

cross-sell additional services – train hotel 

staff to sell spa treatments, cabanas, 

and activities to enhance the guest 

experience – and to add upsells to the add 

ons, like food and drinks packages with 

cabanas and sports court reservations, 

and enhancements to core spa services. 

Create enticing packages that combine 

core services with complementary add-ons, 

increasing the overall spending per guest. 

Mine your ancillary revenue management 

software’s CRM for guest information, like 

preferences and previous interactions to 

personalize upsell suggestions. 

Increase your marketing efforts 

Invest in targeted digital marketing 

campaigns, including social media 

advertising, to expand your online 

presence. Engage with your audience 

through storytelling and content marketing, 

showcasing the unique experiences your 

spa and hospitality business offers. 

Utilize data analytics to measure the 

effectiveness of your marketing efforts and 

make necessary adjustments for better 

ROI. Pay close attention to your online 

reputation and reviews. Respond promptly 

to all reviews, good and bad. 

Curate a selection of high-quality products 

that align with your spa and hospitality 

brand, create an enticing area where 

people can try the products and interact 

with them, and cross promote retail with 

your services and treatment. 

Leverage online platforms to highlight your 

amazing product selection, host events for 

VIP clients to try them out, and encourage 

people to buy them as gifts. Set up an 

ecommerce site to make it easy for 

people to purchase. Promote this to 

your customers. 

Train your teams 

Invest in comprehensive training programs 

for your staff, focusing on customer 

service, upselling techniques, and product 

knowledge. Provide ongoing training to 

keep your teams updated on industry 

trends and best practices. Recognize and 

reward employees who excel in delivering 

exceptional service, fostering a motivated 

and dedicated workforce. 

By implementing these strategies, your spa 

and hospitality business can drive revenue 

growth in the upcoming year, ensuring a 

successful and prosperous future. 



Is it time for a spa menu refresh? A guide to 

crafting a new spa menu that pleases your 

customers and boosts your bottom line. 

New year new spa menu? Absolutely! 

As the calendar flips to a new year, many 

spa and wellness businesses are considering 

ways to refresh and revitalize their offerings 

and service menus. 

From analyzing your current performance 

to revamping your services and effectively 

marketing your new offerings, here’s a 

step-by-step guide for crafting a spa menu 

that pleases your customers and boosts your 

bottom line. 

First, take a dive deep into your data 

A key ingredient in this transformation is 

your data. Understanding your business’s 

performance through data analysis is an 

important element of creating something that 

works. If you’re using a good spa and ancillary 

revenue software, you should have access to 

a lot of data about your business that can tell 

you everything you need to know to improve 

operations and customer satisfaction with a 

new spa menu. 

For example, which treatments and services 

are bringing in the most revenue? Which 

ones are bringing in the least? To whom do 

these offerings appeal by customer segment? 

Are certain groups going for some treatments 

and not others? Which group spends the 

most and at what time of day/month/year? 

Look at your inventory data to see which 

products are selling the most and which are 

selling the least. Are the best-selling products 

associated with the best selling treatments 

and are there products that sell well but are 

not particularly well spotlighted in treatments 

and services? Who is buying these products 

and how could you highlight them even more. 

Look at the profit margins and returns on 

investment. Are there some treatments that 

are costing significantly more to perform than 

they are bringing in? 

Next, reduce, reposition & reinvent 

Once you know what is selling, it’s time to 

move things around and decide what to 

cut, what to reposition, and what to create 

for your menu to reinvent it. Ask yourself 

if there are customer segments that are 

underspending and how you can appeal 

more to those groups, as well as what you 

can add to appeal to your biggest spenders. 

How can you move menu items and 

products that are not selling? For example, 

could a treatment that isn’t selling be 

repositioned with different wording, a new 

way of highlighting the benefits, or the 

addition of a different product? Could it 

be positioned for a particular audience, 

like locals, business people, or people of a 

particular age group? Create add-on and 

upsell options with the products people 

aren’t buying. Before you start discounting 

unsold stock, elevate it. Offer hand massage, 

foot scrub, and mini facials using the oils, 

scrubs and serums that aren’t moving as 

upsells to existing treatments. Add a glass 

of sparkling wine and you have a nice little 


onus offering. Incorporate a muscle balm 

as an upsell to a massage that adds no extra 

time to the treatment. 

Create packages and bundles with unsold 

stock, and give them away as gifts for loyalty 

program members or for customer special 

occasions like birthdays. Including an item 

as a gift with another purchase may increase 

interest in that item once people try it. 

Discounting should be a last resort as this 

can devalue a brand. 

Remove the treatments that aren’t selling, that 

can’t be repositioned, or that you have already 

tried repackaging in the past from the menu. 

Create new menu items based on industry 

trends and developments and the ideas that 

you’re excited about. Don’t cram the menu. 

Shorter menus of items that your service 

providers excel at are better than longer 

ones, and it’s easier for guests to choose 

from 10 items than it is to choose from 50. 

And enough add-on and upsell options can 

make for an extensive menu based on your 

key products and services. 

Now market your new menu 

Send out messages to your customer base 

about your new menu and promote it on 

social media. Consider inviting your loyalty 

members and best customers to an event 

showcasing new items. Offer mini versions 

of new treatments and services and samples 

of products over snacks and tea or wine, and 

send guests home with a swag bag of that 

product that didn’t sell! Get people excited. 

And don’t forget to train your staff on the new 

services and products. 

If you’re excited about your new menu, 

people will feel that and get excited with you. 

Have fun and get creative. 


Spa stars: How to cater to your 

customers’ zodiac preferences 

What spa and wellness services might your 

guests enjoy based on their zodiac signs? 

Take a look at a fun way to personalize 

services based on the stars. 

In the spa, wellness, and hospitality world, 

understanding the unique wants and 

needs of your customers is key to crafting 

a truly personalized wellness experience. 

An intriguing approach to consider is 

tailoring spa services based on your clients’ 

zodiac signs. Astrology offers insights into 

individual personalities and preferences 

that can guide you in creating a holistic and 

satisfying spa journey. 

Tastes obviously vary but this is a fun idea. 

From fiery Aries to dreamy Pisces, each 

zodiac sign has distinct characteristics that 

may influence their choices when seeking 

relaxation and rejuvenation. Here’s how you 

can cater to your customers based on their 

zodiac signs. 

Spa stars: what wellness serviced people might 

like best based on their zodiac signs 

Aries (March 21 – April 19): Energetic 

Aries individuals often thrive on activity 

and vigor. They may find invigorating spa 

services like sports massages, facials with 

energizing ingredients, or spa packages that 

include physical activities like yoga or hiking 

appealing. These services align with their 

need for energy and adventure, providing 

not only relaxation but also a burst of 

vitality to match their dynamic personalities. 

Aries individuals might particularly enjoy 

treatments that help release built-up 

tension and offer a sense of rejuvenation, 

allowing them to step back into their active 

lives with renewed zeal. 

Taurus (April 20 – May 20): Taurus 

individuals cherish comfort and relaxation. 

They are likely to savor indulgent spa 

treatments such as deep tissue massages, 

aromatherapy sessions, or luxurious 

body wraps that envelop them in sensory 

delights. These services cater to their 

desire for serenity and physical well-being, 

allowing them to unwind and indulge their 

senses. Taurus individuals may appreciate 

treatments that use natural, soothing 

ingredients and techniques that promote 

a profound sense of relaxation, creating 

a sanctuary of tranquility where they can 

escape the hustle and bustle of everyday life. 

Gemini (May 21 – June 20): Social 

and curious Geminis may thrive in spa 

experiences that allow for interaction 

and exploration. Couples’ massages for 

socializing, unique and trendy treatments 

to satisfy their curiosity, or express services 

that fit their active lifestyles can all align 

with their preferences. These services offer 

relaxation with a dash of novelty, keeping 

Geminis engaged and mentally stimulated 

throughout their spa journey. Geminis 

might enjoy a spa environment that 

encourages communication and learning 


about innovative wellness techniques, 

providing them with a multi-faceted 

experience that caters to their ever-curious 

minds and need for social interaction. 

Cancer (June 21 – July 22): Nurturing and 

sensitive Cancers seek emotional support 

and tranquility. Holistic therapies, reiki, 

or treatments that incorporate soothing 

elements like hot stones can resonate 

with their desire for emotional well-being. 

These services offer a nurturing and healing 

atmosphere, allowing Cancers to connect 

with their inner selves and find emotional 

balance. Cancers may particularly enjoy 

spa experiences that create a safe and 

comforting space for self-reflection and 

relaxation, providing them with a sense of 

emotional renewal and inner harmony that 

aligns with their sensitive nature. 

Leo (July 23 – August 22): Leos enjoy 

being in the spotlight and tend to 

appreciate glamorous spa treatments. 

Body exfoliation, spa parties, or services 

that enhance their overall appearance can 

satisfy their need for luxury and attention. 

These services provide an opportunity for 

Leo individuals to shine, offering them a 

sense of pampering and self-indulgence. 

Leo individuals may prefer spa settings 

that make them feel like royalty, with 

personalized attention and treatments that 

enhance their natural radiance, creating a 

regal experience that resonates with their 

desire for recognition and opulence. 

Virgo (August 23 – September 22): 

Detail-oriented Virgos often appreciate 

precision and wellness. They might 

gravitate towards precise spa treatments 

like precision facials, manicures, or 

pedicures, as well as detoxifying wraps or 

detox saunas that align with their focus on 

health and self-care. These services offer a 

meticulous approach to well-being, allowing 

Virgos to address specific concerns and 

achieve a sense of balance and cleanliness. 

Virgos might value spa experiences that 

emphasize attention to detail and promote 

a sense of inner and outer purity, providing 

them with a tailored and wellness-focused 

journey. 

Libra (September 23 – October 22): 

Libras value balance and harmony. 

Services that promote connection, 

such as couples’ massages, facials for 

complexion balance, or spa packages 

that combine various treatments, can be 

attractive to them. These services provide 

an opportunity for Libras to restore 

equilibrium, both in their well-being and in 

their relationships. Libra individuals may 

appreciate spa environments that create 

a sense of harmony and offer treatments 

that enhance their natural beauty while 

fostering a sense of peace and balance, 

allowing them to immerse themselves in a 

world of relaxation and harmony. 

Scorpio (October 23 – November 21): 

Intense Scorpios often seek deep and 

transformative experiences. They may find 

solace in deep tissue massages, reflexology, 

or spa treatments that promote emotional 

and physical transformation, such as detox 

therapies. These services offer a profound 

sense of renewal, allowing Scorpios to 

release pent-up energy and emotions. 

Scorpio individuals may resonate with spa 

experiences that provide a deep sense 

of relaxation and a chance to explore 

their inner depths, helping them emerge 

refreshed and renewed, ready to face 

life’s challenges with a profound sense of 

balance and well-being. 

Sagittarius (November 22 – December 

21): Adventurous Sagittarians appreciate 

novelty and exploration. They might prefer spa 

experiences that include outdoor activities like 

nature hikes, spa retreats in exotic locations, 

or treatments that target muscle recovery 

after active adventures. These services align 

with their adventurous spirit, combining 

relaxation with opportunities for exploration 

and physical well-being. Sagittarius individuals 

may seek spa experiences that allow them 

to indulge their love for adventure while 

also providing moments of tranquility and 

rejuvenation, helping them reconnect with 

their inner wanderer and find inner peace 

amidst their explorations. 

Capricorn (December 22 – January 19): 

Goal-oriented Capricorns are often focused 

on rejuvenation and anti-aging. They may 

appreciate spa services with a focus on 

long-term well-being, such as anti-aging 

facials, body sculpting treatments, or 

skincare consultations. These services offer 

a proactive approach to self-care, helping 

Capricorns maintain their youthful vitality 

and appearance. Capricorn individuals 

might value spa experiences that provide 

them with personalized wellness plans 

and treatments designed to support their 

long-term health and beauty goals, allowing 

them to approach their self-care regimen 

with determination and a commitment to 

lasting well-being. 

Aquarius (January 20 – February 18): 

Innovative Aquarians are drawn to unique 

and forward-thinking experiences. They 

might be interested in futuristic spa 

therapies like cryotherapy, floatation tanks, 

or services that promote mental clarity 

and relaxation. These services cater to 

their need for innovation and exploration, 

offering experiences that go beyond the 

conventional. Aquarius individuals may 

seek out spa environments that embrace 

cutting-edge technologies and holistic 


approaches to well-being, allowing them to 

push boundaries and explore new horizons 

of relaxation and rejuvenation, aligning 

with their innovative and forward-looking 

perspective on life and wellness. 

Pisces (February 19 – March 20): Dreamy 

and imaginative Pisceans often seek holistic 

and spiritual well-being. They may enjoy 

therapies like aromatherapy, reflexology, 

or treatments that enhance their spiritual 

and emotional balance. These services 

provide a tranquil and transcendent 

experience, allowing Pisceans to connect 

with their inner selves and find a sense of 

inner peace. Pisces individuals may prefer 

spa environments that create a serene 

and ethereal ambiance, encouraging 

them to immerse themselves in a world 

of relaxation and spiritual healing, helping 

them find solace and emotional renewal 

amidst the soothing surroundings. 

These expanded descriptions offer a 

deeper insight into the spa services that 

each zodiac sign might generally enjoy, 

taking into account their individual traits 

and preferences for a comprehensive spa 

experience, providing a vivid picture of the 

holistic wellness journey tailored to each 

sign’s unique characteristics and needs. 




Global Wellness Institute CEO, Susie Ellis, 

talks about 2024, trends, and the growing 

wellness market. 

Susie Ellis is the Chair & CEO of the Global 

Wellness Summit and the non-profit Global 

Wellness Institute and the former President 

of Spafinder, Inc. A widely respected leader 

in the multitrillion-dollar global wellness 

economy, Ms. Ellis is globally recognized as an 

advocate for wellness research, prevention 

and wellness for all. 

She began her career teaching fitness classes 

at Southern California’s destination spa, 

Golden Door, in the 1970s. “It’s a bit unusual 

that my entire career has been in the spa and 

then wellness arena,” she says. “There aren’t 

a lot of people that started in the seventies 

because there really was no spa industry at 

that time.” But by the time she got her MBA 

from the University of California, Los Angeles, 

and later moved to New York City to take over 

the presidency of Spafinder, she says “the 

spa industry had started exploding,” thanks 

in large part to the number of day spas that 

were opening up in the early 1990s. 

Ms. Ellis introduced the industry’s first Global 

Wellness Trends Report in 2004 and the 

first Global Wellness Economy Monitor in 

2014, the first research that provided global 

market data for every sector of the wellness 

economy. She is known for identifying and 

defining new trends such as wellness tourism, 

wellness real estate and mental wellness– 

which have since become pillars of the 

wellness market. She is considered a pioneer, 

is frequently quoted in major news outlets 

around the world, is a popular speaker 

at global events, and sits on a number of 

academic and industry boards. 

Who better to ask what trends and 

developments she’s looking forward to in 

2024? We asked Susie Ellis about that topic 

(without spoiling the GWI’s coming Trends 

Report, of course, which drops late January 

every year), as well as about how she came to 

be doing what she is today. 

Can you talk about how you and the GWS came to be 

doing what you are today? 

In 2007 we held the first global spa industry 

event, the Global Spa Summit in New 

York at the Waldorf Astoria. We modeled 

the gathering after the World Economic 

Forum which I had attended, an invite-only 

conference with a vision to be more 

think-tank than trade show. We invited 

people from all over the world, and had about 

170 people attend, and what we realized is 

that there was no research on the global spa 

industry; no figures or numbers. 

So, we commissioned the first research study 

with SRI International (Stanford Research 

Institute), and it was a huge turning point 

for the industry. People finally grasped how 

much was happening in this space all over 

the world. The following year’s research 


project was on wellness (which was still 

a foreign concept to most), spanning 

everything from fitness to healthy food to 

a healthier version of travel. We could see 

that a more holistic version of total wellbeing 

was beginning to resonate with businesses, 

consumers, and even governments. So, we 

became the Global Spa and Wellness Summit, 

and eventually the Global Wellness Summit. 

We will hold our 18th annual summit in 

2024 at St. Andrews in Scotland. In 2015 we 

launched the Global Wellness Institute, the 

nonprofit arm of the Global Wellness Summit, 

where we house all our research, industry 

initiatives, and other programs. Between the 

Summit and the Institute, there are about 18 

of us working, many part time: It’s a small but 

mighty team. 

How big is the growth of the global 

wellness economy? 

Wellness is one of the great economic growth 

stories of the last few years. Our research 

shows that it has exploded from $3.7 trillion 

in 2015, to $4.9 trillion in 2019, to $5.6 trillion 

in 2022 – and we forecast it will hit $8.5 

trillion in 2027. It has grown 12% annually 

since the pandemic year of 2020, as Covid is 

proving a crucial turning point, with wellness 

and prevention becoming far more important 

to consumers. Those are huge numbers, and 

the world is sitting up and paying attention. 

Our bubble chart also shows that wellness as 

an industry is always expanding: for instance, 

we added mental wellness as a distinct 

market a few years ago. We will be updating 

the numbers on the wellness market each 

year going forward. 

You’re a “trends expert.” Why do you enjoy 

this topic? 

Keeping your finger on the pulse of wellness 

trends is really keeping your finger on the 

pulse of major cultural and demographic 

shifts and it’s a uniquely clear window into 

what people need and want. We’ve been 

forecasting trends for a long time. 

When we introduced forest bathing back in 

2015, or the surge in interest in mushrooms 

in 2018, people thought we were a little 

crazy. But both took off, and that’s what I 

find so exciting and interesting: we could 

see something beginning to bubble up. I 

enjoy that I get to contribute to the growth 

of these ideas by putting them out there and 

helping build momentum. 

What are some of the trends you’re excited about 

for 2024? 

Our top trend for 2023 was “Wellness 

Comes for the Loneliness Epidemic,” about 

the surge in wellness spaces, concepts and 

experiences that bring people together 

in real life; where social connection is the 

burning center of the concept. Pre-pandemic, 

wellness had gotten away from its DNA of 

sparking human connection, and led with two 

“lonely” models: a sea of hyper-consumerist 

“me time” products and “digital wellness” 

like meditation apps or online fitness. As a 

culture we have since grasped that loneliness 

kills and human connection is the lynchpin 

of physical and mental health. The “more 

social connection” in wellness and spa will 

only be a bigger trend in 2024. There is so 

much going on, from social wellness clubs 

expanding globally to new social apps that 

are actually social (creating dinner parties for 

strangers or bonding apartment dwellers) 

to more governments fighting loneliness 

with new social wellness policies. In the spa 

world, there has been movement ( like more 

recovery experiences people can do together 

and more social events), but I think we could 

do it even better and focus on more creative 

and curated connected experiences. This is a 

big opportunity for spas and I believe we will 

see more unique and successful models in 

the future. 

Mental wellness has been a massive trend 

in our industry these last years, and one 

that’s become more important coming out 

of the pandemic and with all the stressors 

in the world. When I started in the industry 

decades ago, spa was really all about physical 

health, but mental wellness is now as, if not 

more, important. This is why we invited the 

superstar gymnast Simone Biles to our recent 

Summit in Miami. She was experiencing a 

mental issue called the “twisties,” a terrifying, 

dangerous experience where, when you’re 

twisting in the air, you lose track of where you 

are. So, she pulled out of the Tokyo Olympics 

and was widely criticized for it, because 

people didn’t understand that this was a 

mental health issue, not some fear about 

competing. Simone (like a few other star 

athletes) has become a powerful advocate 

for mental health and wellness, and with her 

global megaphone, she has helped lift the 

stigma, and helped people to really talk about 

this. We are seeing more mental wellness 

programming ahead. 

Another trend that I don’t see people 

talking about much yet is new intersections 

between wellness, sports, and hospitality. 

This crossover is, in part, being fueled 

by technology, with more spas (which 

were just about massage and facials) 

and wellness centers offering treatments 

such as cryotherapy, ice baths, hyperbaric 

chambers, and IVs. A few years ago this 

was reserved for elite athletes. We will see 

more sports programming and more sports 

performance services and facilities move 

into hospitality wellness. 

Sports tourism is also growing fast. This is 

a trend that is fairly new on the wellness 

industry’s radar, but it’s exciting because a lot 


of people are into sports either as athletes or 

spectators, and hospitality brands can create 

integrated experiences where they not only 

“watch” but “do.” 

Finally, we will see only more interest in 

focusing on longevity, with an emphasis on 

healthspan rather than lifespan: Not just how 

many years you live, but how many vibrant 

and healthy years you live. It’s astounding 

how quickly the quest to extend healthspan 

and reverse aging has become the new pillar 

and obsession in the health and wellness 

space. The longevity clinic is the new business 

genre in wellness, and it’s fast dissolving the 

line between medicine and wellness. 

Biotech startups are working at a mad 

pace on serious longevity interventions: 

unriddling the epigenome, reversing cellular 

senescence, DNA repair therapies, hormone 

and immune interventions, and how the 

microbiome and chronic inflammation 

impact aging. We’re seeing medical-grade 

hyperbaric oxygen therapy, caloric restriction, 

cryonic freezing, peptides and exosomes, 

and functional medicine. And, of course, 

a renewed interest in low-tech, ancient 

approaches to longevity, such as the Blue 

Zones, where natural exercise, healthy 

eating, a sense of purpose, and strong social 

bonds are the “magic pills.” With an aging 

demographic exploding globally, we will just 

see more momentum in the wellness world 

for longevity and healthspan. 


Raffles Boston 

Featured property: 


Raffles Boston, the stunning new hotel 

and residence from legendary hospitality 

brand, Raffles Hotels & Resorts, opened its 

doors in September 2023 in the Back Bay 

neighborhood. The new property is the first 

mixed-use Raffles development in North 

America, marking a new era for the collection. 

The hotel is located within a block of Copley 

Square, Trinity Church, and premiere luxury 

shopping at Copley Place. More nearby 

attractions include Fenway Park, the Museum 

of Fine Arts, Symphony Hall, and the Charles 

River Esplanade. 

Guests at Raffles Boston are welcomed in 

the three-story Sky Lobby on the 17th floor 

where a grand staircase spirals through 

the atrium. This space acts as a social hub, 

connecting four distinct food & beverage 

venues, including the Raffles Writer’s Lounge, 

a signature space made famous for the 

esteemed writers and poets who have 

frequented it at the flagship Raffles Singapore 

and a number of other Raffles hotels around 

the world. 

Raffles Boston features 147 luxurious guest 

rooms and a variety of distinct gathering 

spaces for guests, residents, and locals. The 

property’s thoughtful, locally inspired design 

enhances the warm, cosmopolitan charm of 

Back Bay while transporting its visitors to a 

tranquil urban oasis. 


The Guerlain Spa at Raffles Boston is a 

collaboration between the illustrious hotel 

brand, Raffles, and the renowned Parisien 

beauty brand, Guerlain, reflecting a desire 

to provide unparalleled, cutting edge guest 

experiences of exceptional quality. The spa 

is located on the 4th floor, where guests will 

also find an exclusive state-of-the-art gym 

and 20-meter indoor pool with expansive 

city views. 

Illuminating a shared commitment to 

sustainability, extraordinary service, and 

holistic well-being, The Guerlain Spa at 

Raffles Boston aims to provide guests with 

a serene escape from the city. The Spa 

features three individual treatment rooms 

and one couples treatment room, each with 

private hydrotherapy baths and showers, 

sauna and steam rooms, and ice showers. 

The treatments on the spa menu are 

inspired by the vibrant energy of the city 

and designed exclusively for Raffles Boston. 

Among them are the Boston Energy, an 

intensive full body treatment tailored 

to address stiffness, soreness and 

sluggishness with the Signature Guerlain 

Balm and Oil and soothing hot stones. 

The spa also offers an exclusive collection 

of Guerlain skincare, fragrance and makeup 

products, including Orchidée Impériale, 

Abeille Royale, the Perfumery of Art, and 

Terracotta, providing an exquisite balance 


of science and nature, perfected over nearly 

two centuries of research and development. 

Spa Director Louise Amerine began her 

career with the Spa at The Peninsula Hong 

Kong, later joining the Spa at The Peninsula 

Chicago, training and developing her team 

while also assisting in the launch of two 

prestigious and exclusive brands. 

Raffles Boston provides an unforgettable 

wellness journey in an oasis of rejuvenation 

in the heart of Boston. 

Guerlain Spa, Raffles Boston 

Guerlain Spa, Raffles Boston 


ARE YOU PASSIONATE ABOUT THE 

SPA & WELLNESS INDUSTRY & DO 

YOU LOVE TECHNOLOGY? 

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Book4Time is the global leader in spa, wellness, and leisure activity management 

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Book4Time is experiencing rapid growth and hiring experienced professionals in a 

number of key roles. We offer: 

• 100% employer-paid premium benefits 

• Wellness/fitness membership program 

• Company match group RRSP program 

• 18 days of paid time off plus corporate holidays 

• Remote-First work environment (Office location: Markham, ON) 

• Free underground parking 

• Budgeted professional development 

• Wellness Stipend 

• Discounts at our customer locations 

Browse open positions here 

We look forward 

to working with you!

What spa & wellness leaders are looking 

forward to in 2024 

Heading into 2024, spa & wellness leaders 

share what they are looking forward to for 

the industry in the coming year. 

As we say farewell to 2023 and head into 

2024, the wellness industry is booming. The 

Global Wellness Institute’s Susie Ellis said in 

this month’s Spotlight interview, “Wellness 

is one of the great economic growth stories 

of the last few years.” It has grown 12% 

annually since the pandemic year of 2020, 

and the GWI predicts that it will hit $8.5 

trillion in 2027. “Those are huge numbers,” 

she added. For more about what Susie Ellis 

and the GWI are looking forward to in 2024, 

read her interview. 

As a final wrap up, we also asked a number 

of other industry thought leaders what 

they’re looking forward to in 2024. From the 

expansion of biophilic design and touchless 

wellness to sustainability and a focus on 

mental wellness, here’s what they had to say: 

What spa & wellness leaders are looking forward 

to in 2024 

Viviane Garcia-Tunon, Global Vice 

President of Wellbeing, Auberge Resorts 

Collection (From her Spa Executive cover 

Spotlight interview, November 2023) 

I eagerly anticipate the prospect of 

fostering sustainable growth within our 

industry, characterized by a deliberate shift 

away from cookie-cutter spa concepts that 

often lead to confusion and the dilution of 

distinct therapies. 

As we venture into 2024, my vision is one of 

abundant education and meticulously curated, 

personalized experiences that revolve around 

individualized wellness journeys. I envision 

wellness as a dynamic force, extending its 

reach into every facet of our lives – from the 

way we come together in communities to our 

work environments, our physical activities, and 

the daily priorities we set. 

Verena Lasvigne-Fox, Founder, VLF 

Spa Consulting 


The hospitality and wellness industry is on 

the cusp of exciting trends that will shape 

both the guest experience and the world 

at large. I am particularly excited to see 

sustainability and eco-friendliness taking 

center stage in design and operations, with 

an eye toward creating experiences that 

are both impactful and planet-friendly. 

The future of spa & wellness design is set 

to incorporate more natural elements 

and biophilic design to create a closer 

connection to nature and emphasize local, 

authentic experiences. 

The introduction of touchless wellness 

solutions, meanwhile, is just at the beginning 

of new and innovative spa treatments and 

services that will be available in more and 

more locations to wellness-seeking guests. 

This year we will also continue to see 

wellness offerings extending beyond 

traditional spa and fitness amenities, with 

a growing focus on mental and emotional 

well-being, including mindfulness and 

meditation practices. And the introduction 

of technology and digital experiences will 

offer guests greater customization and 

personalization through available data. It’s 

wonderful to see what’s to come in 2024 

and beyond for our industry! 

Catherine Strange Warren, Vice President 

of Strategic Partnerships, Arch Amenities 

Group 

I’m looking forward to more wellness retreats 

and immersive experiences providing a 

complete escape from daily life. And happy 

to see spas recognizing the importance of 

mental health and stress management, and 

incorporating therapies and treatments that 

specifically target stress reduction, anxiety 

management, and overall mental well-being. 

I’m enjoying seeing technology being 

integrated into spa experiences to enhance 

guest comfort and convenience, including 

the use of digital booking systems, virtual 

consultations, and innovative treatments that 

incorporate advanced technologies like LED 

light therapy and cryotherapy. 

And I’m excited about trends that reflect 

a shift towards holistic well-being, with 

travelers seeking experiences that 

prioritize mental health, nature immersion, 

personalization, sustainability, and inclusivity. 

These developments indicate a growing 

awareness and prioritization of wellness in 

travel experiences. 

Roger Sholanki, CEO, Book4Time 

It’s no coincidence that the revenue growth of 

the wellness industry has been accompanied 

by an increased use of technology. Data 

is doing amazing things, providing insight 

into all facets of operations and highlighting 

new opportunities for revenue generation, 

from yield management and customer 

relationship management to segmentation 

and diversifying streams. I’m looking forward 

to seeing where this is going to take us in the 

next year. 

This astronomical growth of hospitality 

wellness is exhilarating, and I also can’t wait 

to see how hotels, resorts, and spas are 

harnessing this interest to expand their 

innovative wellness and activity offerings. 

We’re seeing expansions in wellness travel 

experiences, as hotels and resorts continue 

to find creative and brilliant ways to delight 

guests with new ideas that combine 

technology and innovation with traditional 

practices and healing modalities. 

Lynne McNees, President, International 

Spa Association 

After consecutive record-breaking revenue 

years, we are beyond excited to see the spa 

industry’s performance data in the 2024 

ISPA U.S. Spa Industry Study conducted by 

PricewaterhouseCoopers. Those invaluable 

statistics will be unveiled at the 2024 ISPA 

Conference in Phoenix, Arizona. The continued 

growth in innovative partnerships and the 

elevated role of spa leaders within the 

hospitality industry are trends that continue to 

push our dynamic industry forward. It is rare 

to have such a sizable professional community 

that values cohesive, strategic partnerships 

over competitive maneuvers. Always a good 

reminder that a rising tide raises all ships. 


Ingrid Middaugh, Vice President of 

Operations, Trilogy Spa Holdings 

Red Light Therapy. It’s not new, but there is 

more and more research that has been done 

to back the benefits of its use. I think the redlight 

tools are becoming more advanced, and 

results driven. Any service that has research 

to back up its benefits is exciting. Red light 

therapy is used to promote healthy aging, 

reduce inflammation, treat stretch marks 

and wrinkles and repair muscle tissues. Who 

doesn’t have one or two of those issues? 


Book4Time partner spotlight: 

Nonius Hospitality Technology 

Book4Time + Nonius Hospitality Technology, 

a collaboration that marks a significant 

advancement in creating a more integrated, 

seamless, and satisfying digital journey for 

guests worldwide. 

Nonius, a leader in guest technology 

solutions, offers a comprehensive suite for 

a contactless digital guest journey. With 18 

years of expertise, 16 global offices, and 

a 98% customer retention rate, Nonius 

caters to over 150 million guests annually 

across various hospitality sectors. Solutions 

are tailored for quick global deployment, 

serving over half a million rooms worldwide, 

in the most renowned hotel chains, iconic 

independent hotels, outdoor lodging, 

apartments, co-living spaces, healthcare, 

maritime, sport, and leisure facilities. 

The company’s cloud-based, turnkey solutions 

are widely used by major industry players like 

Accor, Four Seasons, Belmond, and OMNI, 

and focus on enhancing guest experience and 

27 | Spa Executive 

operational efficiency. These include a guestfriendly 

mobile app, reliable internet access, 

cost-effective digital signage, a robust onpremise 

voice solution, and a unified cloud API. 

Nonius + Book4Time 

Nonius Mobile’s Activities Booking feature 

streamlines the booking process for guests 

and staff, boosting revenue, and enhancing 

the overall experience. Nonius has integrated 

this feature with Book4Time, a global leader 

in ancillary revenue and spa management 

software for the hospitality industry. 

With just a few taps, guests can access spa 

and activity offerings, diving into a world of 

choices, and view all availability in real time 

through the Hotel App. Guests can proceed 

with booking and online payment, and receive 

a confirmation email while the booking is 

automatically registered in the Book4Time 

dashboard, ensuring the spot is reserved and 

staff is notified. This feature simplifies and 

optimizes the booking process, saves time, 

reduces errors, and enhances the overall 

guest experience. 

This is a great improvement on the 

traditionally disjointed experience in which 

services and activities are booked separately, 

and is a game changer for everyone. Making 

the booking process easier and more intuitive 

also encourages guests to avail themselves of 

more on-site activities, wellness packages, or 

exclusive events, increasing hotel revenue. 

The partnership between Nonius and 

Book4Time epitomizes innovation and 

efficiency in the hospitality industry, 

significantly enhancing the guest experience 

with streamlined, intuitive booking processes 

while simultaneously boosting hotel 

revenue and operational effectiveness. This 

collaboration marks a significant advancement 

in creating a more integrated, seamless, and 

satisfying digital journey for guests worldwide. 

Visit noniussolutions.com


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

Spa Executive December 2023

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