Spa-Executive-August-2024

ISSUE #58 AUGUST 2024 

SPA EXECUTIVE 

FOR LEADERS IN THE BUSINESS OF WELLNESS 

SPOTLIGHT 

Agua Caliente Casinos’ Daniel Spencer on 

leading wellness in a casino environment 

RESEARCH 

Saunas could help combat age-related 

weight gain 

MANAGEMENT 

Hospitality workers plan to quit before 

the robot takeover

PUBLISHER 

Roger Sholanki 

EDITOR, CREATIVE DIRECTOR 

Elizabeth Bromstein 

DESIGNER 

Design Pickle 

AD SALES, 

CONTRIBUTING EDITOR, 

PRODUCTION MANAGER 

Sal Capizzi 

Note from the Publisher 

Dear Readers, 

“In a space as dynamic as a casino, the challenge is not just offering relaxation but making it 

accessible in a way that feels natural within an environment of high energy and excitement,” 

says Daniel Spencer, Director of Spa at Agua Caliente Casinos. 

This insight perfectly captures the evolving expectations within the hospitality and wellness 

industries. Balancing vibrancy with tranquility is a delicate art, especially in environments 

that typically focus on entertainment. Daniel’s approach reminds us that creating truly 

memorable guest experiences requires blending innovation with thoughtful design, 

regardless of the setting. 

This month’s feature dives into Daniel’s strategies for running a world-class spa within a 

casino environment. His unique perspective is just one example of the ingenuity driving our 

industry forward. 

We’re also spotlighting the recent acquisition of Book4Time by Agilysys! This new 

development marks a significant step forward in the hospitality technology landscape. By 

combining Agilysys' extensive expertise in hospitality software with Book4Time’s industryleading 

spa management platform, the collaboration is poised to elevate guest experiences 

and operational efficiencies across the board. This union underscores the ongoing trend 

toward solutions that meet the growing demands of modern luxury guests. 

This issue also reports on research on saunas as a non-invasive option to manage agerelated 

weight gain, particularly for post-menopausal women. Our partner spotlight 

highlights the Crave Interactive and Book4Time integration, showcasing how technology can 

redefine guest engagement through real-time booking and personalized service, and our 

features property is the spectacular Rosewood London. 

As always, our mission is to provide insights that inform and inspire. We hope this issue 

offers fresh ideas and strategies to enhance your guest experiences and boost your 

operations. 

Thank you for being a valued part of our community. 

Warm regards, 

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. 

Roger Sholanki, 

CEO, 

Book4Time

Contents 

August 2024 

Issue 58 

In this month’s issue: 

4 

NEWS 

Saunas could help combat age-related weight 

gain (study) 

6 

TECHNOLOGY 

Beyond the spa: Guest Intake forms make 

booking activities a breeze 

8 

MANAGEMENT 

Hospitality workers plan to quit before the 

robot takeover 

10 

BUSINESS 

Improve guest retention & spend with 

data-driven loyalty programs in luxury hospitality 

12 

BUSINESS 

Effective upselling techniques for hotels, resorts, 

and spas 

14 

SPOTLIGHT 



18 

FEATURED PROPERTY 

Rosewood London 

20 

PARTNER SPOTLIGHT 

Setting a new standard with Crave 

Interactive + Book4Time

Saunas could help combat age-related weight 

gain (study) 

Researchers find saunas could help with post 

menopausal weight gain in women. 

Here’s more interesting research 

supporting the health benefits of saunas 

and other heat treatments. 

New research suggests that daily time in a 

warm environment like a sauna could help 

older adults, especially women, combat 

age-related obesity and insulin resistance. 

The study was designed to explore heat 

treatments as a simple way to promote 

healthier aging. 

The study was conducted in mice, so the 

results might not be the same in humans, 

but they are promising nonetheless. 

Researchers found that older female mice 

who received a daily 30-minute whole-body 

heat treatment gained less weight and 

showed improved use of insulin, which helps 

control blood sugar, compared with mice 

who did not receive the heat treatments. 

Saunas as a solution for managing 

weight gain 

“Compared to men, women have a higher 

likelihood of being obese or overweight,” 

said research team leader Soonkyu 

Chung, PhD, associate professor in the 

Department of Nutrition at the University 

of Massachusetts Amherst, in a statement. 

“This is especially true after menopause, 

due to the loss of estrogen in the body. 

Our study suggests that whole-body 

heat therapy could serve as an effective, 

non-invasive solution for managing weight 

gain and insulin resistance associated 

with menopause.” 

Heat therapy could be a practical option for 

those with increased abdominal fat and a 

higher risk of metabolic diseases triggered 

by menopausal hormonal changes, said Fan. 

And the treatments are something that can 

be easily integrated into routine healthcare 

practices through regular sessions in saunas, 

heated baths, or with specialized heat wraps. 

For the study, the researchers remove the 

ovaries of the older female mice to model 

post-menopausal conditions. The mice 

received a Western diet that contained 45% 

calories from fat to induce weight gain. One 

group of mice received 30 minutes of daily 

heat therapy in a heat chamber set to 40 

(104°F) for 12 weeks while the other group 

did not receive heat treatment. 

“The mice receiving the heat treatment 

showed no tissue damage and exhibited 

significantly reduced lactate dehydrogenase 

levels, indicating less aging-related tissue 

damage. The therapy also effectively mitigated 

weight gain induced by a high fat diet. 

“Compared to the mice not receiving the 

treatment, those that underwent heat 

therapy showed significant improvements in 

insulin sensitivity and insulin signaling as well 

as reduced fat accumulation in key areas 

such as the liver and in brown fat. While 

adipose tissue stores energy, brown fat is 

a metabolically active type of fat that helps 

4 

| Spa Executive

the body burn more energy. Research has 

shown that people tend to lose brown fat 

as they age and when entering menopause, 

which contributes to a slower metabolism.” 

The researchers found that the heat 

triggers several molecular processes that 

help the body use energy more efficiently 

and burn fat. 

Fan said, “It could be particularly 

advantageous for individuals who find 

physical activities challenging, providing a 

relaxing way to improve metabolic health.” 

11 no longer met criteria for major 

depressive disorder post-treatment. 

“After treatment, we observed reductions 

in depressive symptoms that were much 

higher than we would have expected 

from receiving CBT alone without heat 

treatment,” said Ashley Mason, PhD, 

the study’s lead author. “These results 

suggest that this mind and body treatment 

may hold promise in the treatment of 

depression. Patients found it feasible and 

acceptable, and data suggest that it had a 

meaningful impact on their depression.” 

The researchers note that more research is 

required to determine the optimal duration 

and intensity of heat exposure in people and 

to confirm safety and effectiveness across 

diverse populations. 

The research team is now conducting a 

second trial and preparing to conduct larger 

clinical trials. 

Sauna as a treatment for depression 

Previous studies have found regular sauna 

bathing shows promise as a prophylaxis 

against dementia and hypertension. And 

ongoing research is looking into sauna as a 

treatment for depression. 

In a small trial of just 13 people, researchers 

recruited patients with major depressive 

disorder to assess the efficacy of a 

combined cognitive behavioral therapy 

(CBT) and whole-body hyperthermia (WBH) 

treatment. The Osher Center for Integrated 

Health reports that Patients received eight 

weekly CBT sessions with a therapist, and 

separately completed a WBH session every 

other week, for a total of four, involving 

heating the body in an infrared sauna dome 

covering the entire body except for the 

head. The team found that the combined 

interventions led to statistically significant 

reductions in depression symptoms. And, of 

the 12 patients who completed treatments, 

5 


Beyond the spa: Guest Intake forms make 

booking activities a breeze 

Book4Time’s Guest Intake forms are a 

powerful tool for enhancing guest experience 

and operational efficiency. Use them to book 

activities, classes, and other programs. 

In the new world of hospitality, digital 

intake forms are transforming a time 

consuming administrative task into a 

breezy experience for all. 

Book4Time’s Guest Intake forms are a 

powerful tool for enhancing guest experience 

and operational efficiency. If you love our 

digital intake forms for your spa – have you 

used them yet to book activities, classes, and 

other programs? 

The magic of Guest Intake Forms 

Digital intake forms are a game changer 

for guests and staff in hotels, resorts, and 

spas. Guests can complete their forms 

online at their own convenience, either 

before arrival or on site, so staff can 

gather comprehensive information about 

their preferences, health conditions, and 

specific needs. This streamlines the checkin 

process, reducing wait times and staff 

workload and ensuring that service is 

tailored to individual requirements. 

Digital forms also enable better 

communication and coordination among 

team members. Guest information is 

immediately accessible to relevant staff 

members, even across multiple locations, 

empowering staff to deliver a higher standard 

of service as a team. 

Beyond the spa: the versatility of 

Guest Intake 

All of this applies beyond the spa, 

for guests participating in activities, 

classes, excursions, and other hotel or 

resort programs that require collecting 

information and release forms. 

Book4Time forms are customizable to 

include questions relevant to different 

services, ensuring that the information 

collected is tailored to the specific needs of 

each department. 

Guests enrolling in fitness classes can 

note their fitness levels, any injuries, 

and specific goals they want to reach, so 

instructors can tailor classes to meet their 

needs. Similarly, for excursions, guests 

can provide information on any medical 

conditions or physical limitations, ensuring 

that the activities planned are suitable for 

their capabilities. 

From the staff perspective, digital forms 

significantly streamline the process 

of organizing and managing activities 

and classes. Real-time access to guest 

information allows instructors and guides 

to properly prepare and make sure 

they have all necessary equipment and 

accommodations ready. A hiking guide can 

be informed in advance about guests with 

specific medical conditions, allowing for 

better route planning and preparedness. 

Instructors can use the information from 

6 


intake forms to create more inclusive 

and adaptive programs. This reduces 

administrative burdens and enables staff to 

focus more on delivering exceptional and 

personalized guest experiences. 

Further benefits of digital Forms 

The transition from paper to digital forms 

eliminates the cumbersome process of 

managing and storing physical documents, 

reducing administrative overhead and the 

risk of errors. 

And everyone can rest assured that 

sensitive information is stored securely in 

the cloud and that forms are HIPAA and 

GDPR compliant, which is key to protecting 

privacy and maintaining trust. 

From improved guest experience and 

operational efficiencies to environmental 

advantages, expanding the use of guest 

intake forms beyond spas offers many 

benefits. As the hospitality industry 

continues to evolve, integrating guest 

intake into various programs will 

become increasingly essential for staying 

competitive and meeting diverse needs 

and expectations. 

7 


Hospitality workers plan to quit before the 

robot takeover 

“Employees who had more actual engagement 

with robotic technology in their daily jobs 

had higher fears that it would make human 

workers obsolete.” 

Embracing new technology is obviously key 

to success in the new travel and wellness 

travel era. But a recent study highlights the 

importance of also showing appreciation for 

your human staff. 

The study, from Washington State University’s 

Carlson School of Business, found that the 

use of robots to close labor gaps in the 

hospitality industry may backfire and cause 

more human workers to quit. 

The study involved more than 620 lodging 

and food service employees and found that 

“robot-phobia” – defined as “the fear that 

robots and technology will take human jobs” 

– increased job insecurity and stress, leading 

to greater intentions to quit. 

Lest we think the findings are driven by the 

fear of the unknown and a lack of real-world 

understanding, the fears did not decrease 

with familiarity: the impact was more 

pronounced in employees who had real 

experience working with robotic technology, 

according to WSU, and affected both 

managers and frontline workers. Moreover, 

employees who viewed robots as more 

capable and efficient also ranked higher in 

turnover intention. 

“Employees who had more actual engagement 

with robotic technology in their daily jobs 

had higher fears that it would make human 

workers obsolete.” 

The authors state that this is an issue that 

companies should take seriously. “The 

findings seem to be consistent across 

sectors and across both frontline employees 

and managers. For everyone, regardless of 

their position or sector, robot-phobia has a 

real impact,” lead author Bamboo Chen, said 

in a statement. 

As we well know, the turnover rate in 

hospitality ranks among the highest of any 

industry, and the situation has worsened 

since the COVID pandemic, when workers, 

feeling unappreciated and abandoned by their 

employers, left the sector entirely to pursue 

other careers. Many hotels and spas are 

struggling to find enough employees and are 

turning to robotic technology to fill the gap. 

Technology is amazing 

This is a good thing for the industry as a 

whole. Robotic tech can reduce labor costs, 

increase revenue, and please guests who 

prefer less human interaction. It can also 

create lower cost massage options for guests. 

The Aescape robotic massage at the ila 

Only Spa at the Lotte New York Palace 

hotel, for example, is priced at $75 for 30 

minutes, while the 30-minute Back and 

Shoulder recovery massage with a human 

therapist is priced at $150. The Lotte 

New York Palace became the first to offer 

8 


Aescape’s fully automated, customizable 

AI massage experience in July, 2024. Eric 

Litman, Escape’s CEO and Founder, told 

Bloomberg that he plans to ship 200 

massage robots to hotels and gyms by the 

end of the year, including to at least 10 

Equinox locations, “with a plan to further 

ramp up production in 2025.” 

This is a positive development on many levels. 

“Focus on how people and the 

technology can work together” 

Because human touch remains important 

in the wellness world, employees can 

rest assured they’re not at actual risk of 

becoming obsolete any time soon. But, as 

we move into this hybrid territory of high 

tech and high touch, the new study highlights 

the importance of of continuing to show 

appreciation for our human employees. 

Chen acknowledges that robots are a 

great way to supplement service staff while 

advising that we remain aware of a potential 

“negative feedback loop” that can make 

the hospitality labor shortage worse. Chen 

recommended that employers communicate 

both the benefits and the limitations of these 

technologies and emphasize the importance 

of the role human workers play. 

“When you’re introducing a new technology, 

make sure not to focus just on how good 

or efficient it will be. Instead, focus on 

how people and the technology can work 

together,” he said. 

9 


Image by lookstudio on Freepik 

Improve guest retention & spend with 

data-driven loyalty programs in luxury hospitality 

Today’s luxury establishments are turning to 

data-driven loyalty programs to improve guest 

retention and increase ancillary revenue. 

In the luxury hotel, resort, and spa industry, 

you need two kinds of guests: new ones and 

returning ones. Maintaining guest loyalty is 

as critical as attracting new customers, and 

today’s luxury establishments are turning 

to data-driven loyalty programs to improve 

guest retention and significantly increase 

ancillary revenue. 

Understanding guest preferences to 

improve guest retention through data 

The first step in designing an effective loyalty 

program is understanding guest preferences 

and behaviors. Luxury hotels and resorts 

collect vast amounts of data from various 

touchpoints, including room bookings, 

spa visits, dining experiences, and online 

interactions. By analyzing this data, properties 

can identify patterns and preferences and 

use these to customize offers and services 

that resonate with guests on a personal 

level. For example, with Book4Time’s loyalty 

program and other CRM features, desk 

staff can look up a guest’s loyalty points and 

profile, enabling personalized service right 

from the moment they check in. 

Segmenting guests for 

tailored marketing 

With advanced reporting and data analytics, 

hotels can segment guests into distinct 

groups based on various criteria like age 

demographics and whether they are local or 

visiting, or corporate or leisure, and based 

on specific behaviors and preferences, like 

frequency of visits, preferred amenities, and 

spending habits. This segmentation is key to 

tailoring marketing efforts and loyalty rewards 

that effectively target different guest profiles. 

For instance, if data shows that a significant 

segment of returning guests enjoys visiting 

the spa, the hotel can offer special spa 

packages as part of the loyalty program. This 

is facilitated by systems that allow staff to 

post spa charges directly to a guest’s loyalty 

account to redeem from a player’s loyalty 

account at checkout. Similarly, preferences 

for room upgrades, dining experiences, and 

activities or special events like excursions 

and wine tastings can be integrated into 

loyalty offers, making them more attractive 

and relevant. The ability to define conversion 

rates for earning and redeeming points 

ensures that the loyalty program remains 

flexible and responsive to guest needs. 

Segmentation enhances guest satisfaction 

while optimizing marketing resources by 

focusing efforts where they are most likely to 

yield returns. 

Enhancing guest engagement 

with technology 

Spa and ancillary revenue management 

software, Like Book4Time, provides the data 

you need to personalize recommendations 

while the Loyalty Program feature tracks 

10 | Spa Executive

member activity within the system and 

at checkout, staff can apply charges to 

a guest’s loyalty account. Staff can then 

predict future guest behavior based on past 

activities, enabling hotels to offer proactive, 

personalized service offerings before a guest 

even requests them. 

Data can help you predict future guest 

behavior based on past activities, enabling 

hotels to offer proactive, personalized service 

offerings before a guest even requests them. 

The system also handles returns or voids 

of spa charges and posts them to the 

guest’s loyalty account, and supports 

coupon redemptions. 

Monitoring and adapting strategies 

The dynamic nature of guest preferences 

necessitates continuous monitoring and 

adaptation of loyalty programs. This means 

staying on top of both internal data and 

industry trends. Regularly updating loyalty 

programs based on fresh insights and 

feedback ensures the program remains 

relevant and effective. 

Data-driven loyalty programs in the luxury 

hotel, resort, and spa industry are key 

to creating personalized, engaging, and 

rewarding guest experiences. Effective use 

of data to understand, segment, engage, and 

adapt, companies can ensure higher guest 

retention and increased ancillary revenues in 

a fiercely competitive market. 

These strategic enhancements help you meet 

and exceed the expectations of modern 

luxury travelers, and pave the way for 

sustainable growth and profitability. 


Effective upselling techniques for hotels, 

resorts, and spas 

Actionable upselling techniques and strategies 

to elevate guest experiences while driving 

additional revenue through in-person 

interactions, pre-arrival communications, and 

post-service offers. 

Upselling is an essential strategy for hotels, 

resorts, and spas looking to enhance guest 

satisfaction while boosting revenue. Effective 

upselling techniques go beyond simply 

offering upgrades; they create personalized 

experiences that resonate with guests’ needs 

and desires. From leveraging guest data for 

tailored recommendations to integrating 

upsell options seamlessly into booking flows, 

these techniques focus on delivering value in 

a way that feels natural and appealing. 

Here’s a list of actionable strategies designed 

to elevate guest experiences while driving 

additional revenue through in-person 

interactions, pre-arrival communications, and 

post-service offers. 

Personalized recommendations: Use 

guest preferences and booking data to 

offer tailored suggestions. For example, if 

a guest books a massage, recommend a 

complementary add-on like aromatherapy or 

a scalp treatment. 

Bundling services: Create attractive 

packages combining popular services 

at a slight discount. For instance, offer a 

‘Relaxation Day’ bundle with a spa treatment, 

lunch, and access to a VIP lounge. 

Pre-arrival offers: Send guests exclusive 

offers before their stay. Email or text a 

special upgrade for a room with a view, a spa 

appointment, or a private dining experience 

that’s only available if booked in advance. 

Suggestive selling during check-in: Front 

desk and concierge staff should offer 

upgrades or add-ons at check-in. Phrases 

like “For just a bit more, you could upgrade 

to a suite with lounge access” can encourage 

impulse purchases. Train your staff on all 

offerings. So they are comfortable with 

suggesting your one of a kind add-ons. 

Experience-based upsells: Rather than just 

promoting a product or service, focus on the 

experience. Describe how a sunset dinner on 

the beach or a guided meditation session can 

enhance their overall stay. 

In-room prompts: Use in-room tablets, 

printed menus, or smart TVs to present 

additional services. Highlight special 

packages like late spa appointments or 

activities and services that guests can easily 

book with a tap. 

Loyalty program exclusives: For repeat 

guests, offer loyalty perks like discounted 

upgrades, spa add-ons, or access to 

exclusive events. This builds loyalty while also 

encouraging more spending. 

Cross-sell with partnerships: Partner with 

local attractions or experiences to offer joint 

packages. For example, a resort could upsell 


a guided local tour or wine tasting experience 

in partnership with a nearby vineyard. 

Time-sensitive Offers: Create a sense of 

urgency with limited-time offers. “Upgrade 

your spa treatment today and receive a 

complimentary facial mask” as an offer 

that expires shortly encourages guests to 

act quickly. 

Highlight bene its, not features: When 

presenting an upsell, focus on the benefits 

to the guest rather than just listing features. 

Instead of “Upgrade to a poolside cabana,” 

emphasize “Enjoy your own private space with 

dedicated service, shade, and chilled drinks.” 

VIP experiences: Offer exclusive VIP 

activities like private guided tours, 

personalized adventure packages, or 

exclusive access to signature experiences, 

such as sunrise yoga sessions or sunset sails. 

Late check-out/late night access: Upsell 

extended access to facilities like the pool, 

gym, or spa for late check-out or late-night 

use for an additional fee. 

Follow-up Offers: After a guest books or 

checks in, follow up with a personalized 

message offering an additional service, such 

as a private yoga session or a sunset cruise at 

a discounted rate. 

Enhancements and add-ons: For guests 

who book a spa treatment or cabana 

reservation, suggest small upgrades. For 

example, a spa therapist or your spa desk 

concierge can recommend an upgraded 

product or service that increases revenue but 

adds no additional time and will not conflict 

with an existing reservation to their massage, 

such as hot stones or aromatherapy. 

Upsell during booking: Integrate upsell 

options seamlessly into the booking process 

in person, over the phone, and on your 

online booking website. Display options like 

a treatment upgrade, food and beverage 

packages, or champagne upon arrival as part 

of the reservation flow. 

Dynamic pricing – yield management: 

Leverage yield management strategies for 

upselling ancillary services like spa upgrades, 

premium dining experiences, or exclusive 

activities. Adjust the price of these upsells 

based on demand, offering discounts for addons 

during quieter times or higher pricing 

for peak periods. For example, promote a 

spa upgrade at a reduced rate during lowdemand 

hours or offer premium seating at 

a higher price during busy dinner services. 

This targeted approach maximizes upsell 

opportunities while optimizing revenue. 

Post-spa treatment offers: After a spa 

treatment, therapists can suggest related 

products to continue the experience at home 

or encourage booking a follow-up session at 

a discount. 

Exclusive surprise upsells: Create a VIP feeling 

by offering exclusive surprise upgrades. “We have 

a special offer for you today – how would you like 

to upgrade to our spa suite for 50% off?” 




Spa Executive asked Daniel Spencer, Agua 

Caliente Casinos’ Director of Spa, about 

what makes his spas special and the unique 

challenges of running a spa in a casino resort. 

The collection of Agua Caliente Casinos is 

made up of three world-class properties – in 

Rancho Mirage, Palm Springs, and Cathedral 

City, California — each offering its own 

unique experience. 

Owned and operated by the Agua Caliente 

Band of Cahuilla Indians, the Agua Caliente 

Casinos properties offer exciting gaming 

action, a range of attractions, fine dining and 

shopping, premier entertainment, and top 

tier service and hospitality. Agua Caliente 

Resort Casino Spa Rancho Mirage has been 

awarded the Forbes 4-Star rating for its resort 

hotel and fine dining establishment, and the 

Forbes 5-Star award for its Sunstone Spa. 

The Sunstone Spa in Rancho Mirage and 

The Spa at Séc-he in Palm Springs offer 

two distinguished spa experiences in the 

picturesque Coachella Valley. Both spas 

exemplify Agua Caliente Casinos’ commitment 

to providing world-class spa experiences with 

a blend of luxury, innovation, and wellness. 

Daniel Spencer is the Director of Spa for The 

Spa at Séc-he in Palm Springs and Sunstone 

Spa in Rancho Mirage. Asked how he came 

into the spa and wellness world, he says, 

“From an early age, I was surrounded by a 

holistic environment where body, mind, and 

spirit were viewed as connected, setting 

me on a path that would eventually lead 

to a career that would promote general 

well-being, health, restorative recovery, and 

healthy aging from multiple angles.” 

Previously Mr. Spencer held positions at Glen 

Ivy Hot Springs, the Kelly Spa at the Mission 

Inn, and at Pala Casino Spa. 

“The culmination of my career began in 2008 

when I joined the Agua Caliente Casinos,” 

he says. “Sunstone Spa in Rancho Mirage 

went on to earn the Forbes 4-Star award 

and then the coveted Forbes 5- Star award, 

which it continues to hold today. I also had 

the privilege of being part of the development 

of The Spa at Séc-he in Palm Springs and am 

now the Director of Spa for both locations.” 

Spa Executive asked Daniel Spencer about 

what makes his spas special and the unique 

challenges of running a spa in a casino resort. 

Can you talk about your role and 

what it entails? 

My focus is on emphasizing immersion, 

product development, and wellness 

accessibility to everyone while enhancing 

guest experiences with exposure to 

lesser-known therapies. I prioritize the 

training of our teams to deliver exceptional 

service and integrate wellness education 

into spa amenities and services. My overall 

goal is to challenge traditional spa norms by 

promoting inclusivity and accessibility through 

an amenity-based approach. By doing so, I 

aim to drive revenue growth and bolster the 


eputation of our spas while initiating positive 

change in the spa industry. 

What are some unique challenges 

of running a spa in a casino resort 

compared to other environments? 

Casinos operate under gaming regulations 

which can differ significantly from standard 

hospitality regulations. This includes 

additional procedures and compliance 

measures that must be adhered to, adding 

complexity to operations that impacts hiring, 

promotions, and communications. 

Navigating these opportunities requires 

strategic planning, effective communication 

between spa and casino management, 

and a proactive approach to meeting 

both regulatory requirements and guest 

expectations. The successful integration of 

both spas and casino resorts has offered 

unique opportunities for cross-promotion 

and enhanced guest experiences. 

What strategies do you use to attract 

casino guests to the spa? 

There are different ways to attract casino 

guests to the spas, like working in conjunction 

with casino events, holidays, or special 

promotions to offer themed spa packages 

or discounts. Creating seasonal promotions 

that align with casino activities generates 

interest and increases spa bookings during 

peak times. This also includes offering spa 

packages as rewards or incentives for loyal 

players, utilizing casino points or credits 

towards spa services, and promoting spa 

visits as part of membership perks. By 

implementing these strategies, casino spas 

turn the guests’ casino visit into a holistic 

experience that includes relaxation, wellness, 

and pampering. 

What steps do you take to ensure 

guests can fully relax and unwind 

despite the surrounding activities? 

To ensure guests can fully relax and 

unwind, several thoughtful steps are taken 

at Sunstone Spa and at The Spa at Séc-he. 

Controlled environment and immersive 

sensory experiences enhance relaxation 

and help shift the guest’s mind away from 

distractions. This includes soothing music and 

calming aromas, quiet zones, and elements 

of the outdoors inside the spa space such 

as natural light and materials, waterfalls and 

water elements, and the curved shapes of 

interior walls. Outdoor amenities, set against 

a backdrop of the surrounding mountains, 

promote a sense of calmness and tranquility. 

What unique services or amenities 

do you offer to enhance the guest 

experience and ensure repeat visits? 

The highlight of The Spa at Séc-he is its 22 

private mineral soaking tubs. The water of 

the Agua Caliente Hot Mineral Spring bubbles 

up from a depth of 8,000 feet, emerging at 

a perfect 105 degrees Fahrenheit and 25 

gallons per minute. 

Guests at The Spa at Séc-he can also indulge 

in hours of accessible technology and nontechnology 

amenity-based wellness activities. 

This circuit-style approach allows guests to 

customize their wellness journey, moving 

through different therapies and experiences 

tailored to their needs and preferences. 

Treatment rooms are equipped and layered 

for a multitude of benefits that add value to 

the treatments themselves. 

Sunstone Spa stands out with its innovative 

conductive grounding flooring throughout the 

spa, reducing electromagnetic frequencies 

(EMF) and promoting a sense of wellbeing. 

From heated gemstone treatments to 

aromatherapy showers and chromatic light 

therapy tables, guests of Sunstone Spa have 

ample choices to tailor their spa visits to meet 

their specific needs. 

The unique services and amenities at The 

Spa at Séc-he and Sunstone Spa create 

memorable experiences that contribute to 

guest satisfaction and loyalty and encourage 

guests to return. 

How do you utilize technology to 

enhance spa operations and guest 

experiences in a casino resort? 

In a casino resort setting, leveraging 

technology effectively can significantly enhance 

spa operations and elevate guest experiences. 

Sound and Vibration Therapy: By 

using Gharieni Satori and LEC Mindsync 

technology, the sound in our Acoustic 

Lounge is integrated with vibration into the 

loungers, creating a calming atmosphere 

that helps guests transition into a state of 

mindfulness and self-awareness before their 

treatments begin. Our vibration grounding 

room equipped with EMF earthing loungers 

allows guests to be completely blanketed 

with grounding. 

Treatment Room Equipment: Technology 

on the treatment table changes the entire 

traditional spa experience. At both of our 

spas, we layer the vibrational massage tables 

with gemstone chromatic light with infrared 

heated pads and a grounding EMF material. 

Facial tables are vibrational sound water beds 

that transport the guest away from the noises 

that usually take place during a facial while 

crushed quartz-lined treatment tables for 

wraps and scrubs expose guests to unique 

sensations, all adding to the unique products 

and services provided. 


Halotherapy and Aromatherapy: 

Halotherapy (salt therapy) is known for 

its ability to clear respiratory passages 

and enhance breath work to promote 

relaxation. Advanced aromatherapy 

systems and ventilation enhance 

experiences such as sauna and steam. 

These technologies can effectively 

decompress tension and refresh guests. 

Visual and Light Therapies: Integrating 

visual technologies that include relaxing 

colors and soothing images further 

enhance the spa experience. For instance, 

chromatic light therapy or red-light 

therapy are used to stimulate healing 

and relaxation responses in the body, 

aiding in the overall rejuvenation process. 

Images of nature, sounds of birds, and 

diffused aromas reduce cortisol levels. 

This has been very successful in our 

Tranquility Garden at The Spa at Séc-he, 

where waterfalls flow, bird songs play, 

and the aroma of redwood wafts into the 

relaxation zone prior to service. 

Behind the scenes, technology streamlines 

spa operations, from booking appointments 

online or via mobile apps to managing 

inventory and staff schedules. This 

efficiency ensures smooth operations and 

enhances guest satisfaction by minimizing 

wait times and maximizing staff availability 

for personalized service. 

By integrating these technological 

advancements into spa operations at a 

casino resort, spa management can create 

a holistic and rejuvenating experience 

for guests. 


Featured property: 

Rosewood London 

Rosewood London’s Sense, a Rosewood Spa 

and fitness suite is a stylish and tranquil urban 

retreat, available to hotel and non-hotel guests. 

Rosewood London is a majestic 1914 

Edwardian building near London England’s 

Covent Garden that combines English heritage 

with contemporary sophistication. 

An ideal base for experiencing the British 

capital, Rosewood London is located in one of 

the capital’s most historic yet dynamic locales, 

close to the luxury boutiques on Lamb’s 

Conduit Street, the Royal Opera House, the 

British Museum, and West End Theatres. 

The Rosewood London hotel opened in 2013 

after a £85 million renovation restoring the 

original architectural features, including the 

grand Pavonazzo marble staircase rising 

through all seven stories of the hotel beneath 

a 166-foot cupola. Throughout the hotel, 

contemporary art pieces are complemented 

by traditional works. 

Rosewood London features 263 rooms and 

45 suites, and dining options include the 

glamorous Mirror Room, serving elegant 

and innovative cuisine and afternoon tea, 

the Holborn Dining Room, offering British 

classics with a twist, and Scarfes Bar, serving 

creative cocktails alongside live jazz. Eleven 

event spaces accommodate groups of 10 

to 555 and include a Grand Ballroom, three 

heritage boardrooms, the Living Room, 

the Dining Room with a show kitchen, five 

flexible meeting rooms, and an Event Studio. 

Impeccable guest service is informed by British 

tradition and contemporary expectations. 

Sense, A Rosewood Spa 

Rosewood London’s Sense, a Rosewood 

Spa and fitness suite is a stylish and tranquil 

urban retreat, available to hotel and 

non-hotel guests. 

The space is designed with a zen theme, 

with bamboo walls, soft lighting, and wooden 

walkways over rippling water and pebble 

stones leading to seven treatment rooms. 

Changing rooms offer saunas, steam rooms, 

and large sensory showers. The shimmering 

gold leaf and teak relaxation lounge is a 

gorgeous, restorative hideaway in the heart 

of London. 

Among the signature experiences is Votary’s 

immersive Antidote Sleep Therapy, created 

for guests suffering from jet lag, insomnia, 

frequent night waking and restlessness. 

The experiential cocooning journey is 

conducive to profound relaxation and a 

blissful night’s sleep. Using Votary’s luxurious 

skincare with natural plant oils and active 

ingredients, the treatment incorporates 

shiatsu, soothing chakra-balancing massage, 

touches of reflexology, guided breathing, 

and sound therapy. Votary’s signature CBD 

facial harnesses the natural power of Votary’s 

unique 22 Super Seed oil blend to restore 

health and resilience to your skin. A nourishing 

and hydrating facial, skin is infused with Super 

Seed nutrition, repairing and protecting dry 

and delicate complexions. 


Sense, a Rosewood Spa is also home to Face 

Place, which offers facial treatments combining 

“gentle and thorough extraction techniques 

with targeted galvanic current that delivers 

results from deep within the skin’s layers.” 

Now read: Rosewood’s Emmanuel Arroyo on 

succeeding as an industry leader & supporting 

our teams 


Partner spotlight: setting a new standard 

with Crave Interactive + Book4Time 

The partnership between Crave Interactive 

and Book4Time represents a significant 

advancement in the hospitality industry. 

We all know that the travel world is 

changing and that consumers have grown 

accustomed to smooth, personalized, and 

elevated guest experiences – and it’s our job 

to provide those experiences. 

streamlines hotel operations, increasing 

engagement and ancillary revenue. 

Trusted by leading hotel brands worldwide, 

Crave’s solutions are tailored to meet the 

unique needs of the hospitality sector and 

your guests. 

seamless, real-time booking capabilities for 

hotel guests. Guests can easily book spa 

services directly from their rooms, and 

the system displays live availability, supports 

multiple guest bookings, and offers 

charge-to-room options, making the booking 

process effortless and convenient. 

Increased revenue and efficiency 

Surveys consistently find that many travelers 

and hotel guests prefer online and mobile 

booking and enjoy hotels that offer apps 

and in-room booking options for ancillary 

revenue services. 

Enter: Crave Interactive 

Crave Interactive is a leader in 

providing innovative digital service solutions 

to the hospitality industry. Known for 

state-of-the-art in-room tablets and AppLess 

mobile solutions offering an intuitive 

interface for accessing hotel services, 

Crave transforms the guest experience and 

Crave + Book4Time: transforming 

guest experience 

In a partnership that is transforming guest 

experience, Crave Interactive and Book4Time 

have joined forces to offer an innovative 

spa booking solution. This collaboration 

leverages Crave’s in-room tablets and mobile 

technologies combined with Book4Time’s 

robust spa management software to provide 

One of the standout benefits of this 

integration is the potential for increased 

ancillary revenue. Crave’s advanced messaging 

platform encourages last-minute bookings and 

upselling of spa packages through dynamic 

and personalized offers. By integrating these 

features into their existing systems, hotels 

can optimize resource utilization and reduce 

manual work, improving operational efficiency 

so staff can focus on the tasks that won’t take 

care of themselves. 


Some highlights: 

Up to 80% of guests use Crave tablets 

Crave tablet users are 3.5 times more 

likely to request a spa treatment 

Crave tablets effectively promote all 

your services with multilingual, and 

multimedia options 

Crave increases sales of food and 

beverages, spa treatments, and 

other experiences. 

Designed with the user in mind, the integration 

between Crave and Book4Time combines 

a visually appealing, user-friendly interface 

with the robust functionality of Book4Time’s 

platform. Guests can easily navigate spa 

services, select time slots, and make bookings 

with minimal effort. Hotels also maintain the 

fundamental features of Book4Time, including 

live data synchronization and instant booking 

capabilities. Crave will also soon launch a 

new feature that will proactively check for 

open times and present a quick summary 

on the Spa page when the guest enters. 

This information will then be integrated into 

messaging and communications. 

Beyond spa services, Crave’s platform 

integrates with various other hotel systems 

like POS, PMS, and guest request platforms, 

further enhancing the overall guest experience 

and operational efficiency. This comprehensive 

approach ensures that all hotel services are 

interconnected, providing a streamlined and 

cohesive experience for both guests and staff. 

The partnership between Crave Interactive 

and Book4Time represents a significant 

advancement in the hospitality industry. 

By combining their strengths, Crave and 

Book4Time are setting a new standard for 

guest engagement and service delivery in 

hotels worldwide. 


Agilysys announces strategic acquisition 

Roger Sholanki, Book4Time CEO 

of spa management SaaS solution leader Book4Time 

Agilysys acquisition of Book4Time extends 

overall global presence, consolidates market 

leadership in spa management software and 

creates further subscription revenue growth 

opportunities 

Agilysys, Inc. a leading global provider of 

hospitality software solutions and services, 

today announced it has acquired Book4Time, 

Inc., the global leader in spa management 

SaaS software, serving more Forbes 5-Starrated 

spas than any other solution. As the top 

enterprise SaaS technology for wellness 

hospitality organizations, Book4Time manages 

guest experiences at spas, international hotels, 

resorts, casinos, golf and private member 

clubs in more than 100 countries. Hotel Tech 

Report, a hospitality technology customer 

ratings researcher, named Book4Time the 

2024 HotelTechAward Winner for Best Spa 

Management Software. Acquiring Book4Time 

expands the opportunity for Agilysys to 

increase its solutions-per-customer 

penetration globally. 

22 | Spa Executive 

Hospitality properties use Book4Time to 

improve revenue, operational efficiency 

and capacity utilization for spa operations 

by utilizing the system’s appointment 

booking, contactless guest intake, revenue 

and yield management and other 

capabilities. Book4Time grew its global 

footprint, in part, through relationships with 

global hotel and resort brands; integrations 

with more than 60 technology providers, 

including property management systems 

(PMS) and 

point-of-sale systems (POS); and its highly 

efficient remote implementation, training and 

support capabilities. 

Roger Sholanki, Book4Time Founder and Chief 

Executive Officer, commented, “Over the past 

20 years, we have worked hand-in-hand with 

the world’s leading hospitality brands in over 

100 countries to develop the industry’s #1 

SaaS platform for spa and wellness 

operations. We are excited about the 

opportunity to join forces with the impressive 

Agilysys team and our shared vision to deliver 

High Return Hospitality. 

20 years, we have worked 

hand-in-hand with the world’s leading 

hospitality brands in over 100 countries to 

develop the industry’s #1 SaaS platform for 

spa and wellness operations. We are excited 

about the opportunity to join forces with the 

impressive Agilysys team and our shared 

vision to deliver High Return Hospitality. 

The technology innovation strengths of 

Agilysys and the broad range of 

state-of-the-art solutions in their portfolio, 

including membership and golf, exponentially 

elevates the value we can deliver to clients.” 

Agilysys President and CEO Ramesh Srinivasan 

commented, “In addition to sharing our 

commitment to equipping hospitality staff with 

world-class technology that helps them better 

serve their guests, the exceptionally talented 

and dedicated Book4Time team shares 

our skills in working with some of the most 

renowned and discerning properties 

in the world.” 

Mr. Srinivasan continued, “We look forward

to accelerating hospitality technology 

innovation together as we combine our 

product strengths, fully tap our mutual 

passion for serving customers and make our 

value proposition to the hospitality industry 

even more compelling. While we share some 

industry-leading customers, such as Marriott 

International and Hilton, there is minimal 

overlap of properties in our respective 

customer bases, presenting opportunities to 

introduce additional software solutions to a 

wider range of existing customers.” 

About Agilysys 

Agilysys exclusively delivers state-of-the-art 

software solutions and services that help 

organizations achieve High Return Hospitality 

by maximizing Return on Experience (ROE) 

through interactions that make ‘personal’ 

profitable. Customers around the world use 

Agilysys Property Management Systems (PMS), 

Point-of-Sale (POS) solutions, Food & Beverage 

Inventory and Procurement (I&P) systems and 

accompanying hospitality ecosystem solutions 

to consistently delight guests, 

retain staff and grow margins. The Agilysys 

100% hospitality customer base includes 

branded and independent hotels; multiamenity 

resorts; casinos; property, hotel and 

resort management companies; cruise lines; 

corporate dining providers; higher education 

campus dining providers; food service 

management companies; hospitals; lifestyle 

communities; senior living facilities; stadiums; 

and theme parks. www.agilysys.com 

About Book4Time 

Book4Time is the global leader in spa 

management software and ancillary revenue 

for the hospitality industry. 

As the top enterprise SaaS technology in the 

hospitality wellness industry, Book4Time 

manages the end-to-end guest experience for 

international hotels, resorts, casinos, golf and 

private member clubs in more than 100 

countries worldwide. Based in Ontario, Canada, 

Book4Time is the first cloud-based software for 

the wellness industry to provide a centralized 

multi-location platform. With 60+ hotel system 

integrations, Book4Time publishes new 

updates every 4-8 weeks, 

has the industry’s highest uptime at 99.99%, 

supports 15 languages and delivers LIVE 24/7 

phone and email support through strategically 

located global customer support centers. 

Book4Time is Hotel Tech Customer Support 

certified. www.book4time.com 

“In addition to sharing our commitment to equipping 

hospitality staff with world-class technology that helps 

them better serve their guests, the exceptionally talented 

and dedicated Book4Time team shares our skills in 

working with some of the most renowned and discerning 

properties in the world.” -- Ramesh Srinivasan, Agilysys 

President and CEO

Spa-Executive-August-2024

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