Spa_Executive_July_2024

ISSUE #57 JULY 2024 

SPA EXECUTIVE 

FOR LEADERS IN THE BUSINESS OF WELLNESS 

THE ANALOG ISSUE 

Consumers are turning away 

from tech, embracing analog 

experiences 

SPOTLIGHT 

Arch Amenities’ Catherine Warren on 

technology & creating 

memorable experiences 

FEATURE 

How people really feel about the 

AI customer experience

PUBLISHER 

Roger Sholanki 

EDITOR, CREATIVE DIRECTOR 

Elizabeth Bromstein 

DESIGNER 

Design Pickle 

AD SALES, 

CONTRIBUTING EDITOR, 

PRODUCTION MANAGER 

Sal Capizzi 

Dear Readers, 

Welcome to the July issue of Spa Executive. As we navigate the mid-year point, our focus shifts to the 

evolving trends and preferences shaping the wellness and hospitality sectors and that will lead us into next 

year. 

This month we’re looking at the trend of consumers, particularly younger ones, seeking out analog 

experiences as a counterbalance to digital saturation. This movement reflects a growing desire for 

authenticity, tactile engagement, and deeper connections in a world dominated by screens. So, we’re 

looking at how the wellness and hospitality industries are adapting to this trend and how we can do so 

going forward – and how we can use technology to facilitate this inclusion and create space for focus and 

presence. 

Our spotlight feature this month highlights Catherine Warren from Arch Amenities Group. Catherine shares 

her insights on the delicate art of finding that harmonious balance between technological advancements 

and the human touch. We also cover how consumers actually feel about the integration of artificial 

intelligence into the customer experience. 

We want technology to help us be the best humans that we can be – rather than for technology to take 

over for humans. 

In other topics we look at a report on the real ROI of wellness in hotels and reports, and feature the Ritz- 

Carlton Half Moon Bay and Bolt Farm Treehouse in our featured properties. 

Thank you for your continued support and engagement with Spa Executive. We hope the insights and 

stories in this issue empower you with valuable knowledge to propel your business forward. 

Spa Executive 

Warm regards, 

Roger Sholanki, 

CEO, Book4Time 

Spa Executive is Book4Time’s 

magazine for leaders in the 

business of wellness. News, 

views, and interviews to help 

you attract top talent, increase 

customer retention, and offer 

the best possible 

guest experience.

Contents 

July 2024 

Issue 57 

In this month’s issue: 

4 

6 

8 

10 

12 

14 

16 

20 

NEWS 

How much wellness actually impacts 

hotel revenue 


Some consumers are rejecting technology 

and embracing analog experiences 


How people really feel about the AI 

customer experience 


High tech + high touch: you need both to 

succeed in the business of wellness 


9 things your human employees can do 

that technology can’t 


6 things technology can do in your hotel and 

spa that humans can’t (or shouldn’t have to) 

SPOTLIGHT 


technology & creating memorable experiences 

FEATURED PROPERTY 

The Ritz-Carlton Half Moon Bay 

22 

FEATURED PROPERTY 

Bolt Farm Treehouse

How much wellness actually impacts 

hotel revenue 

The Wellness Real Estate Report 2024 by RLA 

Global provides some insight into how much 

wellness is impacting hotel revenue. 

With wellness tourism booming and more 

hotels and resorts implementing wellness 

programs, what does it all mean in terms 

of hotel revenue? The Wellness Real Estate 

Report 2024 by RLA Global, with statistical 

support from HotStats, offers some answers 

to this question. 

The report evaluates hotel performance in 

2023 using data from P&L benchmarking 

company HotStats, which covers more than 

11,000 hotels worldwide. Hotels are broken 

down into three categories: 

Major wellness: annual wellness 

and leisure revenue exceeds US$1 million 

or more than 10% of total hotel revenues. 

Minor wellness: annual wellness and 

leisure revenue is less than US$1 million 

or less than 10% of total hotel revenues. 

No wellness: no wellness-related income. 

Focusing on luxury, upper upscale, and 

upscale hotels, the report uses standard 

industry reporting for health club and spa 

data and evaluates all leisure services and 

activities, including memberships and golf. 

Key insights include that there is positive 

growth across all categories of wellness – 

major, minor, and no wellness. All categories 

showed positive growth in ADR (Average Daily 

Rate), RevPAR (Revenue Per Available Room), 

TRevPAR (Total Revenue Per Available Room), 

and occupancy in 2023 compared to 2022. 

Minor wellness properties had the strongest 

occupancy growth. 

Further insights include: 

Upper upscale properties 

outperformed luxury and upscale in 

ADR and TRevPAR growth. 

The Americas led in global TRevPAR 

performance, with significant GOPPAR 

growth in APAC and Africa. 

Major wellness properties generate 

high non-room revenues but also have 

higher operating expenses. 

Minor wellness properties are more 

flexible in cost optimization. 

Luxury properties excel in GOPPAR, 

but upper upscale properties show 

stronger overall profit performance. 

Important metrics and KPIs for 

wellness in hotels in 2023: 

The year 2023 displayed positive trends with 

a year-over-year RevPAR growth for all three 

categories of wellness, but performances 

also indicated a fragmented wellness market 

with uneven progress across the different 

wellness categories. 

Minor Wellness properties saw a 29% 

year-over-year increase in RevPAR and 

a 26% growth in TRevPAR. 

Major wellness had the highest ADR 

at US$210 and a 65% higher TRevPAR 

compared to the Minor Wellness 

4 

| Spa Executive

category. But major wellness recorded 

just a modest 6% year-over-year 

growth in TRevPAR and saw a 1% 

decline in ADR. 

Luxury properties with major 

wellness’ TRevPAR performance is 

triple that of major wellnessUpper 

Upscale properties’ TRevPAR result, 

although they increased their top line 

performance in 2023 by just 1% and 

saw a 4% decrease in ADR. 

The Americas continue to lead the 

global TRevPAR performance in 

both the Major and Minor Wellness 

categories, with the APAC markets and 

Africa displaying big growth in GOPPAR. 

Personalization and technology also play 

a significant role. Hotels are using AI to 

analyze guest preferences and tailor 

wellness programs accordingly, offering 

virtual assistants to provide personalized 

wellness recommendations and services, 

and providing access to health monitoring 

devices and apps to help guests track their 

wellness metrics during their stay. 

As we can see, wellness offerings not 

only cater to guest satisfaction but 

also contribute to significant revenue 

streams. By integrating comprehensive 

wellness initiatives, hotels and resorts can 

differentiate themselves in a competitive 

market, driving occupancy and profitability. 

The report emphasizes the importance of 

understanding wellness contributions to 

financial returns. 

Impact on the hospitality industry 

and hotel revenue 

Hotels are adapting their offerings to 

accommodate evolving health and wellness 

needs. With, for example, enhanced 

wellness amenities, high-quality spa 

treatments, wellness focused activities 

and programming, sleep programs, and 

menus featuring healthy fine-dining options 

catering to various dietary requirements 

and preferences. 

Holistic programs include hosting wellness 

workshops, yoga sessions, meditation classes, 

and nutritional seminars. Comprehensive 

wellness retreats combining various health 

and relaxation activities are meeting growing 

demand for wellness and longevity products. 

Room features include sleep enhancement 

amenities, Biohacking tools, blue light 

blocking glasses, essential oils for relaxation, 

and guided meditation resources. 

5 


Some consumers are rejecting technology and 

embracing analog experiences 

Some consumers are rejecting technology. 

They will never be the majority but can 

drive development of wellness and activity 

programs in hotels and resorts. 

Some consumers, especially younger ones, 

are rejecting technology and embracing 

analog experiences. While these people 

might not be the majority – and never 

will be (unless things change in ways 

we can’t currently imagine) – they are a 

compelling group whose preferences can 

drive development of wellness and activity 

programs in hotels and resorts. 

According to WPromote, much of 

Generation Z is rejecting the culture of 

constant screen time and, instead, seeking 

out more authentic connection. Recent 

research found that 32% said they much 

prefer to meet with friends or family in 

person over texting or calling. Some are 

even opting for so-called “dumb” phones 

or feature phones, that don’t access cell 

networks and social media, but have access 

to GPS or hotspots) over all that smartphone 

screen time. 

“Today’s young adults aren’t just tech-savvy, 

they’re tech natives. They have an entirely 

different relationship with technology than 

older generations – and they might not be 

as in love with the online world as many 

marketers assume.” 

Analog hobbies on the rise 

An article titled Life in Analog from VML 

explores a rising interest in analog hobbies 

among younger generations as an attempt 

to counterbalance the digital saturation 

of everyday life. Activities like pottery, 

needlepoint, and joining niche book clubs 

are gaining popularity among Gen Z and 

Gen Alpha, providing tactile and enriching 

experiences lacking in digital interactions. 

These analog hobbies are not just pastimes; 

they foster community and connection, 

serve as a nostalgic nod to simpler times, 

and may offer mental health benefits. 

The analog movement is depicted as 

a grounding force that encourages 

mindfulness and presence and engaging 

more deeply with the world around us. The 

resurgence of these hobbies underscores 

a broader cultural shift towards valuing 

slower, more purposeful engagements in 

both personal and communal contexts. This 

trend reflects a desire for authenticity and 

hands-on experiences in a world increasingly 

dominated by virtual interactions. 

Another article, recently published in The 

Guardian, explored the topic of how disquiet 

over social media addiction is leading to a 

growing enthusiasm for the physical and 

analog world. 

In it, David Sax, author of The Revenge 

of Analog, notes, “One of the benefits of 

analog is its tactility – things you can use 

and touch and taste and feel. There was 

this assumption that we would be living in a 

digital future” but, he says, “we have bodies 

that exist in the physical world and need to 

6 


go places and touch things. We desire more 

of the world than what’s available on 20cm 

of glass.” 

The appeal of analog, Sax says, is eternal, 

and the article points to continued interest 

in vinyl, film cameras, and paper books, 

and to the post-pandemic rise in in-person 

experiences, like live music events and travel. 

This isn’t necessarily a backlash against 

technology but an attempt to create balance 

and live fulfilling lives. Gen Z will always use 

technology. It’s second nature to them and 

part of their makeup. And as this younger 

cohort grows up, its earning and spending 

power will also grow. Companies that 

recognize and rise to meet its high level 

of natural sophistication will be the most 

successful in marketing to this generation. 

7 


How people really feel about 

the AI customer experience 

As the luxury hospitality industry integrates 

more artificial intelligence (AI) into its 

operations the need to balance technological 

innovation with the human touch is becoming 

increasingly important. How people really feel 

about the AI customer experience. 

By now we all know that AI technology is 

pretty amazing. AI is reshaping every industry, 

including luxury hospitality where it’s helping 

with personalizing guest services and 

improving operational efficiency. Smart rooms 

that adjust climate and lighting based on guest 

preferences and AI-driven concierge services 

are just the beginning. Potential AI applications 

in spas, gyms, and wellness businesses, 

meanwhile, include chatbots and apps that 

can offer customized recommendations and 

answer customer service questions. 

As the luxury hospitality industry integrates 

more artificial intelligence (AI) into its 

operations, however, the need to balance 

technological innovation with the human 

touch is becoming increasingly important. 

The allure of AI: efficiency 

and personalization 

AI excels in improving efficiency and 

facilitating personalization, from handling 

routine inquiries and bookings to analyzing 

guest preferences for bespoke experiences, 

AI’s capabilities are vast. But despite these 

benefits, we obviously need people to 

create that connection that makes all the 

difference in hospitality. And we need 

human interaction in areas where empathy 

and deep understanding are required. 

Survey on attitudes towards AI in 

customer experience 

A recent report by SurveyMonkey provides 

some insight into consumer attitudes 

towards AI in customer experience. Here 

are key findings: 

Human vs. AI interaction: 90% of 

respondents prefer human interaction 

over AI for customer service. The primary 

reasons are that humans are more 

understanding and empathetic and 

less frustrating, and offer more options 

for resolving problems. We have all 

experienced the frustration of dealing 

with AI and typing “I WANT TO TALK TO 

A HUMAN” into the chat window. Brands 

should be very careful to avoid creating this 

experience which will then be associated 

with your brand. 

Confusion between AI and human 

interaction: While AI can offer quick 

and accurate information, only 18% 

of consumers are very confident they 

can distinguish between human and AI 

interaction. This highlights a significant 

trust gap that luxury providers should 

consider. One of the main issues being that, 

if someone has a frustrating AI experience, 

are they going to think one of your team is 

at fault? 

Generational differences: Attitudes 

towards AI vary significantly by age. 

8 


Forty-one percent of consumers under 

34 express negative feelings towards AI 

in customer experience, compared to 

72% of those over 65, suggesting younger 

generations are more open to AI integration. 

Some people prefer AI: For those who prefer 

to interact with AI, reasons include better 

availability (41%), addressing issues faster 

(37%), and access to more accurate information 

(30%). People want AI to help them through 

a product, website (52%), offer personalized 

deals (47%) and make personalized product 

recommendations (42%). 

guests so our humans can perform time 

consuming but easily automated tasks. 

Luxury hospitality should tread carefully 

with AI. While it offers significant 

advantages in terms of efficiency and 

personalization, the essence of luxury 

service – human connection – cannot be 

overlooked. As AI technologies evolve, 

so too should the strategies for their 

integration, always keeping the guest’s 

preference for genuine, empathetic 

interactions at the forefront. 

The case for human touch 

Despite AI’s advancements, the survey 

underscores the irreplaceable value of 

human touch. NPS® is 72 points higher 

for human service agents than for AI. 

Consumers report higher satisfaction rates 

and a stronger connection with brands 

that offer human-centered customer 

services. For luxury establishments, where 

personalized care is paramount, ensuring 

that AI does not replace genuine human 

interaction is crucial. 

Balancing AI and 

human interaction 

AI is a game changer and has its place. 

These bots allow businesses to serve 

customers 24 hours a day, faster, and in 

many languages. The challenge for luxury 

spas and hotels is to use AI strategically 

to complement, not replace, human 

interaction. AI should handle routine and 

data-heavy tasks, allowing human staff 

to focus on providing empathetic and 

personalized service where it matters most. 

We want AI to perform time consuming but 

easily automated tasks so that our humans 

can serve guests, not for AI to serve 

9 


High tech + high touch: you need both to 

succeed in the business of wellness 

The interplay between high tech and high 

touch is elemental to delivering a superior 

guest experience. By balancing and integrating 

both approaches, luxury hotels can exceed 

guest expectations and foster loyalty. 

In the luxury hospitality industry, the concepts 

of high tech and high touch represent two 

complementary approaches to enhancing the 

guest experience. Understanding how they 

work together can help create a seamless and 

memorable stay for guests. 

High tech in luxury hospitality 

The integration of advanced technologies to 

streamline operations, enhance convenience, 

and provide personalized guest experiences 

is now essential and commonplace at the 

world’s most awarded and renowned luxury 

hotels, resorts, and spas. 

Examples: 

Online and mobile booking: 

Captures booking for rooms, spa, 

amenities and activities at all hours, 

decreasing the need for people to 

answer phones, messages, and email. 

Ancillary revenue management 

software: Optimizes and increases 

revenues from non-core sources like 

spa, activities, cabanas and other 

amenities, and memberships – beyond 

just booking. 

Smart rooms: Automated lighting, 

temperature control, entertainment 

systems that guests can control via 

a mobile app or voice commands, 

and more. 

Mobile check-in/checkout: Allows 

room and spa guests to bypass the 

front desk, providing a more efficient 

and contactless experience. 

Contactless payment solutions: 

Streamlined payment systems that 

allow for quick and secure transactions 

through tech like NFC or QR codes. 

Mobile room keys: keys that can be 

accessed via a smartphone app, allowing 

guests to unlock their hotel room doors 

without needing a physical keycard. 

AI and chatbots: Can assist with 

reservations, answer guest inquiries, and 

provide recommendations, ensuring 

immediate and accurate responses. 

In-room digital wellness platforms: 

A range of wellness services through 

digital platforms, including virtual fitness 

classes, meditation sessions, and 

wellness workshops offered in-room. 

Robotic service assistants: Robots 

used for delivering room service, 

handling luggage, or even providing 

concierge services to reduce wait times 

and optimize labor costs. 

Plus more potential for use of technology 

in future, including further use of hologram, 

wearable, and biometric recognition 

technology. Hotels and resorts might use 

10 | Spa Executive

facial or fingerprint recognition for secure 

and seamless access to rooms and facilities, 

for example. 

High tech clearly has many benefits, 

including increased efficiency and reduced 

wait times for guests, hyper personalization, 

and the convenience of offering guests 

control over their environment and 

interactions through their devices. 

to making recommendations and 

arranging private tours. 

High touch also has many benefits, like 

emotional connection, the fostering of trust 

and loyalty through genuine and memorable 

interactions, and making guests feel valued 

and seen. High touch is also what sets luxury 

hotels apart from competitors through 

elevated service quality. 

High touch in luxury hospitality 

Complementing each other 

High touch refers to the personal, human 

elements of hospitality that create a warm 

and welcoming atmosphere, emphasizing 

exceptional service, attention to detail, and 

emotional connection. 

Examples: 

Personalized service: Staff members 

remember guest preferences 

and anticipate needs, creating a 

bespoke experience. 

Concierge services: Providing 

personalized recommendations and 

arranging special experiences, such as 

exclusive dining or cultural tours. 

Handwritten notes and welcome gifts: 

Small gestures that make guests feel 

valued and appreciated. 

High-quality interactions: 

Engaging with guests in a meaningful 

way, whether through face-toface 

interactions, phone calls, or 

personalized emails. 

Tailored event planning: 

Meticulously customized event 

planning services, like bespoke 

decorations, personalized menus, and 

exclusive entertainment options. 

Dedicated butler service: Providing a 

dedicated butler or a personal assistant 

to handle all of a guest’s needs during 

their stay, from unpacking luggage 

High tech and high touch are not mutually 

exclusive; they are in fact both absolutely 

necessary for creating a holistic luxury 

hospitality experience. 

Technology handles routine tasks like 

bookings, check-in and checkout processes, 

and logging guest information, which frees 

up staff to focus on guest interactions and 

providing optimal service. Data collected 

through high-tech solutions informs 

high-touch interactions, enabling staff 

to offer more relevant and personalized 

recommendations and services. High-tech 

solutions ensure consistent service quality 

and convenience, while high-touch elements 

add warmth and uniqueness to the guest 

experience. This combination empowers 

guests and staff alike. 

The interplay between high tech and high 

touch is elemental to delivering a superior 

guest experience. By balancing and integrating 

both approaches, luxury hotels can exceed 

guest expectations and foster loyalty. 

Book4Time spa and ancillary revenue 

software offers mobile check in and 

checkout, contactless payment 

solutions, and more! Get in touch to 

find out how we can elevate your hightouch 

experiences. Book4time.com 


9 things your human employees can do that 

technology can’t 

The human element fosters trust and 

wellbeing in ways that machines simply can’t 

replicate – not yet, anyway. 

We all know that technology is rapidly 

transforming the hospitality industry and 

this is an incredibly beneficial development. 

Technology – like automated check-in kiosks, 

mobile room keys, AI-driven customer service 

chatbots, booking and ancillary revenue 

management software, and payment systems 

– saves us time, reduces costs, increases 

revenue, reduces stress, and streamlines 

operations in ways we couldn’t have imagined 

a couple of decades ago. But the human 

touch remains critical. Emotional connection 

and personalized care are essential to the 

upscale guest experience. While technology 

can make life easier, it’s the warmth of a 

friendly smile, the comfort of a kind word, and 

the intuitive understanding of a guest’s needs 

that create truly memorable experiences. 

This human element fosters trust and 

wellbeing in ways that machines simply can’t 

replicate – not yet, anyway. 

9 things human employees can do 

that technology can’t 

Provide empathy and emotional 

support: Emotional connection is key in 

hospitality, of course, and only human 

employees can connect emotionally with 

guests. This is particularly important in 

spa and wellness settings, where people 

are seeking relaxation and stress relief. 

A friendly smile, a comforting word, or a 

sympathetic ear can make a significant 

difference in a guest’s experience, fostering 

a sense of wellbeing and trust that 

technology can’t replicate. 

Personalize recommendations: 

Technology is crucial for collecting guest 

information and logging data like purchase 

history and preferences to help create 

personalized guest experiences, but we 

need humans to have those 

in-depth conversations – which can be 

logged in your software’s note-taking 

feature – and to interpret this data to 

tailor experiences accordingly. Based on 

information gathered, human employees 

can provide tailored recommendations for 

activities, dining, and local experiences. 

This personalized service helps create 

memorable experiences designed for 

individual guests’ interests and desires. 

Intuit and understand guest needs: 

Technology is notoriously bad at reading 

the room – even virtually. Only humans can 

pick up on subtle cues like body language, 

tone of voice, and facial expressions 

to understand a guest’s needs and 

preferences during real-life interactions. 

This intuitive understanding allows 

employees to proactively offer assistance 

or adjust services in a way that enhances 

guest comfort and satisfaction, something 

that rigid algorithms and automated 

systems struggle to achieve. 

Solve problems creatively: Human 

employees can think on their feet and come 

up with creative solutions to unexpected 


issues. For example, if a guest has a special 

request that is outside the usual scope of 

services, human staff can brainstorm and 

implement a tailored solution, ensuring 

the guest’s needs are met in a way that 

technology can’t predict or execute. Human 

beings are also necessary for handling 

difficult customers and navigating conflict. 

Navigate cultural sensitivity and provide 

a personal touch: Humans can navigate 

and adapt to cultural differences with 

sensitivity. They can adjust their interactions 

based on the cultural background of the 

guest, ensuring that service is respectful 

and appropriate. This personal touch makes 

guests feel seen and appreciated, enhancing 

the overall experience. 

Build relationships: Human employees 

are essential for building rapport and 

establishing long-term relationships with 

guests. It’s the personal connections that 

lead to repeat business and positive 

word-of-mouth recommendations. You 

need technology to remember guests’ 

names, preferences, and previous 

visits – but you need people to use that 

information to build relationships and 

create a sense of belonging and loyalty. 

Handle complex requests: Guests may 

have specific or unusual requests that 

require human judgment and flexibility. For 

example, arranging a last-minute event, 

dealing with special dietary requirements, 

or accommodating unique health needs are 

tasks that require a human touch to manage 

effectively and efficiently. Your virtual 

intake forms can collect a lot of important 

information but it then takes a human to 

make the necessary accommodations. 

as both standalone treatments and 

enhancements to touch therapies, most 

spa and wellness treatments still rely on 

the skill and intuition of human therapists. 

Massages, facials, and other hands-on 

treatments require a level of expertise and 

personal touch that machines can’t provide. 

The ability to adjust pressure, technique, 

and approach based on real-time feedback 

from the guest is essential for delivering a 

high-quality and effective treatment. 

Create a welcoming atmosphere: Human 

employees contribute significantly to the 

overall ambiance and welcoming atmosphere 

of a hotel or resort. Their presence, warmth, 

and attentiveness help create a positive first 

impression and a comfortable environment. 

This hospitality extends beyond just the 

physical service to creating an emotional 

connection with guests, making them feel 

truly welcome and valued. 

As technology evolves, it will undoubtedly 

bring more innovations to streamline 

operations and enhance guest services 

but the empathetic, creative, and intuitive 

aspects of human interaction remain 

irreplaceable. Together, technology and 

human touch create the synergistic effect 

that makes five star guest journeys. 

Deliver high-quality spa treatments: 

Touchless therapies can be a great option 


6 things technology can do that humans can’t 

(or shouldn’t have to) in your hotel and spa 

You need high tech to drive successful high 

touch experiences. Six things technology can 

do that humans can’t. 

The thoughtful integration of high tech and 

high touch creates a balance that elevates 

guest experiences in hotels and spas. 

While advanced tech solutions streamline 

operations and provide insights needed 

to elevate the customer experience, the 

warmth and intuition of human interaction 

remain at the heart of guest satisfaction. 

This synergy allows for meticulous 

attention to detail in service delivery, 

where technology handles efficiency and 

scalability, and staff provide the empathetic, 

personalized service that guests expect from 

top tier hotels and spas. 

Technology exists to support the hospitality 

industry by handling tasks that are either 

impractical for humans to perform or can be 

done more efficiently by machines. 

Here are six things technology can do that 

humans can’t (or shouldn’t have to) in your 

hotel and spa. 

6 things technology can do that 

humans can’t (or shouldn’t have to) 

1. Personalize at scale: Technology, 

like spa and ancillary revenue 

software, collects large amounts of 

data and makes it easier to analyze 

this data to deliver personalized 

guest experiences, tailored offers, 

customized packages, and bespoke 

spa treatment and activity suggestions. 

It would take a lot of humans and a 

lot of time to achieve this manually for 

every guest. Book4Time’s centralized 

Guest Profiling allows for creating and 

managing central guest profiles that 

store preferences and history, even 

enabling personalized service across 

different locations. 

2. Offer 24/7 booking and support 

availability: Online booking captures 

bookings outside of business hours, even 

in the middle of the night – helpling you 

capture more bookings. Chatbots and 

virtual assistants can also provide 

round-the-clock service for guest inquiries, 

reservations, and assistance. Guests 

receive immediate help to uncomplicated 

requests anytime reducing the need for 

human staff to be available at all hours. 

For more complex requests, Book4Time’s 

support team has a reputation for being 

the best in the business. 

3. Efficiently manage inventory and 

supply chain: Humans can so easily 

mess up inventory management. 

Software can help optimize inventory 

levels by tracking sales and stock 

levels, and alerting you when you 

need to restock, helping manage 

supply chains more efficiently than 

manual processes. This ensures that 

supplies are replenished in time, 

reducing waste and storage needs, 


4. 

5. 

6. 

and ensuring the customer isn’t 

disappointed when their favorite 

product is out of stock. 

Automatically process multiple 

types of payment: Beyond checking 

out appointments, Book4Time’s POS 

software, for example, supports spa 

retail, equipment, boutique sales, and 

much more. Guests can pay via credit 

or debit card, cash, room charge, 

loyalty points, membership accounts, 

without interrupting the service flow. 

For humans, this would be time 

consuming and complicated. 

Make data-driven decisions: 

Technology makes it much easier to 

analyze trends from a vast array of 

data points, which helps management 

make informed decisions about 

business strategies and customer 

service improvements. This is 

particularly important for yield 

management which is a game changer 

when it comes to revenue capture. 

Book4Time’s yield management 

feature helps maximize the utilization 

of resources during peak periods and 

increase traffic during slower periods 

by adjusting prices accordingly. 

Ensure data security and 

compliance: Software, particularly 

cloud software, keeps your data safe 

in ways that humans probably can’t. 

Enhanced security features ensure 

that only authorized personnel 

can access sensitive information, 

maintaining high standards of data 

protection and privacy. Book4Time 

helps protect your data from breaches 

and ensure compliance with local laws 

and regulations – violations of which 

can be costly. 

touch in creating memorable, high-quality 

guest experiences. Blending these two things 

forms a combination that drives success in 

the modern hospitality industry. 

Ultimately, technological innovation not only 

enhances operational capabilities, it also 

reinforces the indispensable role of human 



technology & creating memorable experiences 

You need high tech to drive successful high 

touch experiences. Six things technology can 

do that humans can’t. 

Catherine Warren is Vice President of 

Strategic Partnerships at Arch Amenities 

Group, a provider of comprehensive amenity 

management and consulting services for 

hotels, residential complexes, and commercial 

real estate. Offering a full spectrum of 

services, from design and brand development 

to recruiting, marketing, and day-to-day 

operations, Arch Amenities Group transforms 

key areas into activated, profitable spaces. 

Arch Amenities Group also recently launched 

Wellform, a comprehensive wellness platform 

offering a variety of tools and resources, 

including business memberships, educational 

programs, and advertising options, designed 

to empower professionals and businesses in 

the wellness industry. 

Ms. Warren has managed spas on ships for 

Steiner Leisure Limited and held leadership 

roles at prestigious organizations like Eau Palm 

Beach, InterContinental Miami, and the Atlanta 

Athletic Club. She has received numerous 

accolades, including being named Favorite Spa 

Leader in 2018 and Favorite Spa Consultant by 

American Spa Magazine’s Professional’s Choice 

Awards in 2022. She has also consistently 

achieved Forbes Travel Guide Four and Five- 

Star ratings and has a proven track record in 

business development and brand creation. 

“Revenue generation, programming, public 

relations, training, and luxury guest service are 

my passions,” she says. 

Ms Warren pursued a Master’s in Art History 

with a focus on Asian Art History from The 

University of Alabama and UAB Birmingham 

where she studied a semester in Southern 

India and trained at the ITM Thai Massage 

School in Chiang Mai, Thailand. 

We asked her about what she does, 

technology’s role in the hospitality and wellness 

space, and creating memorable experiences. 

Can you please talk about your role 

and what it entails? 

My role focuses on overseeing the Arch 

Amenities Group Preferred Vendor Program 

and Forbes Five-Star spa training and 

programming. I support business-to-business 

(B2B) development, consulting, branding, and 

programming, leveraging my extensive financial 

acumen to drive profitability and growth. My 

responsibilities involve strategic planning, 

contract negotiation, and fostering partnerships 

that enhance our service offerings and market 

position. I also play a role in guiding the 

company through rapid growth and change, 

ensuring that our strategic vision aligns with 

industry trends and client needs. Additionally, 

I am deeply committed to philanthropy, 

mentorship, and industry advocacy, hosting the 

Wellform Live Video VLOG to provide learning 

opportunities for up-and-coming wellness 

professionals and actively participating in 

various industry associations such as ISPA and 

the Florida Spa Association. 


Why do you think wellness has 

become such an integral part of the 

travel and hospitality experience 

Wellness has become an integral part of the 

travel and hospitality experience due to the 

increasing awareness and importance people 

place on holistic wellbeing. In today’s fastpaced 

world, travelers desire experiences 

that rejuvenate their mind, body, and spirit. 

The integration of wellness into travel offers 

a sanctuary for guests to escape their daily 

stresses, improve their health, and reconnect 

with themselves. Travel itself is inherently taxing 

on the mind and body, making it essential for 

hospitality providers to address these aspects 

to ensure a truly restorative experience. 

Wellness amenities and services enhance the 

overall guest experience, making stays more 

memorable and fulfilling. A growing consumer 

demand for sustainable and health-focused 

travel options is pushing the hospitality industry 

to innovate and prioritize wellness to meet 

these evolving expectations. 

What role does technology play in 

elevating guest experiences? 

Technology plays a pivotal role in 

transforming guest experiences within the 

travel and hospitality industry, particularly 

in small spa settings like residential spas. 

Innovative solutions from leading brands 

such as Aescape, Geneo, Skin Science 

Solutions, HydraFacial, Stimafit, Healthyline, 

Halotherapy Solutions, LEC, Gharieni, and 

LEMI are reshaping the way spas operate and 

deliver services. 

LEMI’s versatile tables, for example, exemplify 

this innovation, offering multifunctionality that 

adapts to small spa environments. Their tables 

can seamlessly convert from massage tables 

to pedicure chairs, maximizing space efficiency 

without compromising on service quality. This 

adaptability is ideal for residential spas seeking 

to optimize their treatment offerings while 

catering to varying client needs. 

We are big tech champions around 

here, but we also know that the 

human touch is important. What 

are some things humans can do that 

technology can’t do? How is this 

balance best maintained? 

Achieving a harmonious balance between 

technological advancements and the human 

touch is a delicate art. While I appreciate and 

champion the transformative potential of 

technology in enhancing guest experiences, 

I believe that a seamless integration of 

technology into the spa environment is 

crucial. Transitioning too swiftly from one 

technology to the next risks creating a cold 

and impersonal atmosphere, detracting from 

the holistic wellness journey that guests seek. 

Technology should serve as a versatile tool 

rather than a wholesale replacement for 

human interaction. It excels in addressing 

specific needs such as targeted treatments, 

accommodating preferences for privacy 

or time constraints, and catering to guests 

who may prefer alternatives to traditional 

hands-on therapies. For instance, it can offer 

solutions for communities where nudity or 

physical touch might be less comfortable or 

culturally sensitive. 

However, the essence of luxury service lies 

in the personal connection forged between 

guests and skilled spa professionals. This 

human touch provides not just physical 

care but also emotional support and 

customized attention that technology alone 

cannot replicate. By integrating technology 

thoughtfully—using it to enhance rather than 

overshadow the human experience—spas 

can uphold their commitment to exceptional 

service and create environments where both 

technological innovation and empathetic care 

thrive harmoniously. 

How do you create a unique and 

memorable experience? 

Creating a unique and memorable spa and 

wellness experience begins with embracing 

locality, programming, and personality at 

every touchpoint. It’s about infusing each 

aspect of the guest journey, from food 

and beverage offerings to spa and fitness 

center decor, with unexpected delights and 

personalized touches. 

Locality plays a pivotal role by integrating 

elements that celebrate the destination’s 

culture, traditions, and natural surroundings. 

This could include using indigenous 

ingredients in treatments, offering 

locally inspired cuisine, or incorporating 

design elements that reflect the region’s 

architectural heritage. 

Programming should go beyond standard 

offerings to include bespoke experiences that 

cater to diverse interests and preferences. 

Personality shines through in the smallest 

details, whether it’s the warm greeting at 

check-in, custom-made amenities in guest 

rooms, or personalized wellness consultations. 

Surprises and gifts further elevate the 

experience, leaving guests delighted 

and eager to return. This could range 

from unexpected room upgrades and 

complementary treatments to exclusive local 

tastings and curated shopping experiences. 

By thinking creatively and stepping outside 

the box, spa and wellness properties can craft 

experiences that exceed guest expectations, 

fostering loyalty and a sense of ownership in 

every visitor. 


What are the key components of a 

successful wellness program? 

Personalization is crucial. Tailoring programs 

to meet individual needs and preferences 

ensures that participants feel valued and are 

more likely to engage consistently. Education 

and awareness play a vital role in empowering 

participants to make informed decisions 

about their health. Wellness programs should 

provide resources, workshops, and educational 

seminars to equip people with the tools to 

adopt healthier habits and sustain them over 

time. Offering a variety of diverse activities and 

services allows participants to explore different 

aspects of wellness and find what resonates 

best with them. Flexibility in scheduling and 

program options accommodates varying 

lifestyles and preferences, encouraging 

continued participation. 

Support and accountability are fundamental 

in maintaining motivation and achieving 

wellness goals. Providing access to wellness 

coaches, personal trainers, and mentors, as 

well as peer support through group activities, 

forums, or buddy systems fosters a sense of 

community and enhances motivation. 

Lastly, evaluation and feedback mechanisms 

are essential for continuous improvement. 

Regular assessments of participant progress, 

satisfaction surveys, and feedback loops 

enable program organizers to refine 

offerings, address concerns, and adapt to 

evolving needs. 

What do you think are the biggest 

challenges facing the wellness + 

hospitality sectors right now? What are 

some solutions to these challenges? 

The wellness and hospitality sectors face 

several significant challenges in today’s 

landscape. One of the most pressing is the 

worldwide shortage of skilled therapists and 

wellness professionals. This scarcity can 

lead to staffing challenges, impacting service 

delivery and guest satisfaction. Solutions to 

this challenge include investing in training and 

development programs to upskill existing staff, 

promoting careers in wellness to attract new 

talent, and leveraging technology for automated 

and touchless wellness experiences that can 

supplement human resources. 

Another critical challenge is navigating 

the balance between sanitation and 

sustainability. While maintaining high 

standards of cleanliness is paramount, 

it often conflicts with sustainability 

goals, particularly concerning recycling, 

repurposing, and reducing single-use 

plastics. Solutions involve adopting ecofriendly 

practices and products where 

feasible, such as biodegradable amenities 

and reusable materials. Collaborations 

with suppliers and manufacturers to 

innovate sustainable alternatives can help 

mitigate environmental impacts without 

compromising hygiene standards. 

Furthermore, the evolving casualization of 

society poses challenges for maintaining 

professionalism and creating a polished guest 

experience in hospitality settings. Establishing 

clear boundaries, maintaining proper grooming 

standards, and emphasizing the importance of 

professionalism through ongoing training and 

reinforcement are crucial. This ensures that 

every guest interaction reflects a high level of 

service and attention to detail, enhancing the 

overall guest experience. 

By investing in people, embracing sustainable 

practices, and upholding standards of 

professionalism, organizations can navigate 

current obstacles while preparing for future 

opportunities in an evolving global landscape. 

What are you most excited about for 

the industry and Arch Amenities group 

right now? 

I am most excited about the continuous 

evolution and innovation within the wellness 

and hospitality industry, particularly through 

Arch Amenities Group. As we navigate the 

post-pandemic landscape, there’s a growing 

emphasis on integrating advanced technologies 

and sustainable practices into our offerings. 

This includes expanding our portfolio of 

touchless and AI-driven wellness solutions that 

enhance guest experiences while prioritizing 

safety and hygiene. 

At Arch Amenities Group, we’re focused on 

creating bespoke wellness programs that cater 

to diverse client needs, whether in luxury hotels, 

residential communities, or corporate settings. 

I’m particularly enthusiastic about our strategic 

partnerships and the opportunity to collaborate 

with leading brands to pioneer new standards 

in wellness excellence. 

Moreover, I’m excited about the prospect of 

scaling our impact through education and 

training initiatives. By empowering our teams 

with the latest industry insights and skills, we 

can elevate service delivery and ensure that 

every guest interaction is memorable and 

enriching. This commitment to excellence 

and innovation positions Arch Amenities 

Group at the forefront of the industry’s 

evolution, driving positive change and setting 

new benchmarks for wellness and hospitality 

experiences worldwide. 


ARE YOU PASSIONATE ABOUT THE 

SPA & WELLNESS INDUSTRY & DO 

YOU LOVE TECHNOLOGY? 

COME WORK FOR US. 

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

software for the hospitality market, operating in more than 85 countries. 

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!

Featured property: 

The Ritz-Carlton Half Moon Bay 

Ritz-Carlton, Half Moon Bay’s redesign extends 

to the treatment menu, introducing a curated 

suite of innovative new services. 

Forbes Five-Star hotel Ritz-Carlton, Half 

Moon Bay, has revealed a transformative 

renovation of its spa – “a sanctuary reborn 

with reimagined lounge spaces, elevated wet 

amenities, and aesthetic enhancements.” 

The revitalized oasis in the San Francisco Bay 

Area’s only oceanfront resort, offers guests 

a profound sense of serenity amid newly 

refreshed changing rooms, tranquil relaxation 

lounges, and revamped water amenities that 

include a Himalayan Salt sauna, steam room, 

cold plunge bath, and mineral whirlpool. 

Treatment rooms have been reimagined 

under the creative direction of Hirsch Bedner 

Associates (HBA), creating a tranquil cocoon 

with an ambiance of unparalleled luxury. 

The redesign also extends to the treatment 

menu, introducing a curated suite of 

innovative new services inviting visitors 

to connect with the deep healing energy 

emanating from Half Moon Bay’s awe-inspiring 

coastal locale. 

“We are thrilled to unveil our completely 

reimagined Spa and wellbeing program,” says 

Rakesh Thapliyal, Director of Spa at The Ritz- 

Carlton, Half Moon Bay in a statement. “The 

new space supports our overarching goals of 

creating a holistic wellness experience at the 

resort, focusing on nurturing the mind, body 

and spirit through innovative therapies and an 

environment that encourages transformation.” 

The new treatments are designed to 

promote holistic wellbeing and complement 

the massages, body wraps, and facials 

on the existing spa menu. These new 

treatments include: 

Vibrational Sound Therapy: “Vibrational 

Sound Therapy is an ancient modality that 

harnesses the power of sound to relax and 

reset the nervous system. Offered by our 

certified sound practitioner, this therapy uses 

sound healing instruments to create tones, 

vibrations, and frequencies that regulate 

the nervous system, enhance mental and 

emotional processing, and boost attention 

and concentration. “ 

Intuitive Energy Healing: “Experience 

the transformative power of Intuitive Energy 

Healing. Our certified Reiki-trained providers 

use healing touch to release emotional and 

physical stagnation within the body’s energy 

system. Induce deep relaxation and uplift 

your spirit with this meditative and calming 

technique. Embrace a holistic approach to 

wellness and rejuvenation through the art of 

energy healing.” 

CBD Ocean Escape: “Induce deep 

relaxation with our layered aromatic CBD 

massage. Prior to the service, a tincture of 

40mg of CBD will be taken under the tongue. 

Allow the healing benefits of CBD, arnica, and 

ginger to nourish your muscles, joints, and 

skin with a CBD massage. This all-natural 

treatment effectively decreases inflammation

and balances your nervous system. The 

session includes a full body massage 

with CBD oil, a deep tissue foot massage 

with Targeted Relief Massage Cream, and 

concludes with Mindfulness Reflexology on 

the head and face.” 

Jin Shin Jyutsu: “Jin Shin Jyutsu is a Japanese 

hands-on healing art that harmonizes life-force 

energy by releasing blockages, aiding in nervous 

system regulation and energy balancing. It is 

particularly beneficial for pre- and post-surgery 

care. Our certified Jin Shin Jyutsu practitioner 

offers personalized sessions for relaxation, 

balance, and overall well-being.”

Featured property: 

Bolt Farm Treehouse 

Bolt Farm Treehouse recently announced 

the new Treehouse Spa, a serene sanctuary 

for relaxation and reconnection within the 

peaceful resort setting. 

Bolt Farm Treehouse is a luxury retreat, 

nestled in a sprawling 55-acre expanse on 

the outskirts of Chattanooga, Tennessee. An 

exquisite, adults-only glamping destination, 

Bolt Farm invites guests to escape the 

mundane and immerse themselves in 

the tranquility of nature in a selection 

of stunning accommodations including 

standalone treehouses, domes, and mirror 

cabins. Guests can indulge in a variety of 

immersive activities, from mountain top 

wellness programs to kayaking adventures 

and scenic hikes, offering a perfect blend of 

relaxation and adventure amidst the beauty 

of nature. 

Treehouse Spa and spa services 

Bolt Farm Treehouse recently announced 

the new Treehouse Spa,a serene sanctuary 

for relaxation and reconnection within the 

peaceful resort setting. 

Tyra Lowman steps into the role of Spa 

Director, equipped with over 25 years of 

experience in the spa and hospitality sectors. 

Her impressive career includes tenures at 

esteemed organizations like L’ORÉAL, Spa 

Space, and Hilton Worldwide. At Hilton, she 

pioneered the company’s inaugural branded 

spa concept and spearheaded sales for the 

Hilton Spa franchise operations. With her 

extensive background in operations, brand 

development, and marketing, Lowman is well 

positioned to elevate the spa and wellness 

experience for guests at Bolt Farm Treehouse. 

“It has been a career high to join this incredible 

team and introduce an elevated spa program 

for our guests at Bolt Farm Treehouse, with 

more extensive plans in motion to introduce 

our full wellness haven by the end of this 

year,” said Tyra Lowman, spa director, in a 

statement. “Our ultimate goal for the property 

is to create a truly immersive and wellrounded 

getaway for those visiting, allowing 

them the chance to disconnect from their 

everyday lives and reconnect with nature, 

themselves or their loved ones.” 

The mountaintop getaway has exciting plans 

to further expand its spa experience by the 

end of 2024 with new facilities, treatment 

menus inspired by the four elements, and 

dedicated couples experiences focused on 

strengthening relationships through unique 

ceremonies and personalized treatments. 

Plans include a cold plunge, reflection pool, 

drip lounge for IV infusions and healthy foods 

and juices. The spa will also incorporate 

authentic Cherokee Native American 

traditions into every treatment, offering 

guests a deeply meaningful and culturally rich 

experience honoring the heritage of Bolt Farm 

Treehouse’s founder, Seth Bolt. 

Bolt Farm Treehouse’s new spa offerings 

include a 50-minute custom facial, 50-minute 

custom single or couples’ massage, or for 

couples who like to go big – the signature half-

day spa package, which includes a 50-minute 

personalized massage and facial for two, 

plus an exclusive luxury spa gift to encourage 

continued connection. Treatments can be 

enjoyed in the comfort of the guest’s villa or in 

the Treehouse Spa.

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_July_2024

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