Spa Executive September 2024

ISSUE #59 SEPTEMBER 2024 

SPA EXECUTIVE 

FOR LEADERS IN THE BUSINESS OF WELLNESS 

SPOTLIGHT 

The robots are coming: Aescape’s Eric Litman 

on leading wellness tech innovation 

BUSINESS 

Mental wellbeing is a priority for 

spa-goers. How can hotels capitalize? 

BUSINESS 

How the world’s biggest travel spenders 

define luxury

PUBLISHER 

Roger Sholanki 

Book4time 

Note from the Publisher 

EDITOR, CREATIVE DIRECTOR 

Elizabeth Bromstein 

DESIGNER 

Design Pickle 

Dear readers, 

To say it is an exciting time at Book4Time is an understatement! If you have not yet heard, we were acquired by hospitality 

leader Agilysys on August 20th. You can read more here. 

The extensive hospitality-focused Research & Development resources Agilysys brings to our business, 

along with its portfolio of hospitality solutions that can work with ours, make this acquisition 

AD SALES, 

CONTRIBUTING EDITOR, 

PRODUCTION MANAGER 

Sal Capizzi 

extremely positive for Book4Time customers. If you are not familiar with Agilysys, rest assured we 

have joined a 100% hospitality-focused global leader that delivers best-in-class software solutions and 

services to help customers achieve High Return Hospitality -- meaning optimal financial returns as 

well as guest returns to their properties. Book4Time’s spa and wellness platform is now another 

best-in-class solution within the Agilysys portfolio! 

Customers around the world use Agilysys Property Management Systems (PMS), Point of Sale (POS) 

solutions, Food & Beverage Inventory & Procurement (I&P) systems and related hospitality ecosystem 

solutions to consistently delight guests, retain staff and grow margins. Agilysys customers include 

branded and independent hotels; multi-amenity resorts; casinos; hotel and resort management 

companies; cruise lines; food service management companies; and other organizations that want to 

deliver exceptional F&B and guest experiences. 

Being part of Agilysys enables Book4Time to accelerate our product roadmap to deliver innovations 

our customers want. This includes expanding our ecosystem of integrated partners and solutions so 

that Book4Time remains the leader when it comes to interoperability in hospitality. Furthermore, you 

can expect to receive the same exceptional service from our technical and customer support teams 

as well as from our Customer Success Managers. 

We understand that change can be complex, so our teams are laser focused on making this change 

absolutely seamless for our customers. Your Book4Time team will remain with you, and the 

resources serving you could expand as you consider additional solutions now in our expanded 

portfolio. We are pleased to introduce in the contact details below Joe Youssef, Agilysys SVP and 

Chief Commercial Officer. Please feel free to reach out to Joe to learn more about Agilysys. We all 

look forward to continuing to serve your business goals and success! 

Spa Executive is Book4Time’s 

magazine for leaders in the 

business of wellness. News, 

views, and interviews to help 

Roger Sholanki 

Founder & CEO Book4Time 

rsholanki@book4time.com 

416.451.4474 

Geoff Kent 

Chief Customer Officer, 

Book4time 

gkent@book4time.com 

905.752.2588 ext.2739 

Joe Youssef 

SVP, Chief Commercial Officer, 

Agilysys, Inc. 

Joe.Youssef@agilysys.com 

603.957.8000 

you attract top talent, increase 

customer retention, and offer 

the best possible 

guest experience.

Contents 

September 2024 

Issue 59 

In this month’s issue: 

4 

6 

8 

10 

13 

15 

18 

21 

TECHNOLOGY 

Increase hotel revenue from seasonal offers 

with dynamic pricing 

NEWS 

IHG announces Six Senses Telluride opening 

in 2028 

BUSINESS 

Mental wellbeing is a priority for spa-goers. 

How can hotels capitalize? 

SPOTLIGHT 

The robots are coming: Aescape’s Eric Litman on 

leading wellness tech innovation 

NEWS 

Capella Bangkok name the No.1 in the World’s 

50 Best Hotels 2024 

BUSINESS 


define luxury 

FEATURED PROPERTY 

Rancho Santana 

TECHNOLOGY 

Using wellness product subscriptions to 

manage yield and overstock

Image by senivpetro on Freepik 

Increase hotel revenue from seasonal offers 

with dynamic pricing 

Introducing limited-time offers and applying 

dynamic pricing across seasonal products and 

services helps increase hotel revenue and provide 

guests with tailored, memorable experiences. 

In the hospitality industry, optimizing 

ancillary revenue is key to increasing 

profitability beyond room rates. Yield 

management offers a powerful way to 

maximize income from various hotel 

services, especially during seasonal peaks, 

holidays, and special events. By introducing 

limited-time offers and applying dynamic 

pricing across a range of hotel services, 

including spas, wellness programs, 

amenities, and guest activities – hotels can 

capture more revenue and provide guests 

with tailored, memorable experiences. 

Seasonal spa treatments 

Seasonal spa treatments are a cornerstone 

of ancillary revenue and hotels can expand 

on this by incorporating yield management 

tactics. For example, during the winter 

season, spas can introduce special packages 

that bundle treatments with skincare 

products designed for cold weather, 

promoting both in-spa services and retail 

sales. Ski resorts might promote skincare for 

windburned skin and apres-ski massages 

and treatments. 

Offering subscription-based wellness 

products that rotate with the season can 

also provide consistent income while moving 

overstock inventory and making room for 

next season’s products. 

Limited-time activities and experiences 

Beyond the spa, hotels can get creative with 

seasonal or themed activities that appeal 

to guests during specific times of the year. 

For instance, during the summer, offer 

exclusive outdoor experiences, like guided 

nature walks, water sports, or packages 

around beachside cabana rentals. Guided 

meditation sessions in unusual locations 

(e.g., rooftop or garden settings) or exclusive 

nighttime wellness experiences like 

stargazing yoga can also enhance ancillary 

wellness offerings. 

During the holidays, hotels can introduce 

special workshops (make your own Christmas 

candles, for example), winter hikes, guided 

astronomy sessions, Hallowe’en pumpkin 

carving, and cold water plunges. 

Dynamic pricing to optimize demand 

By applying dynamic pricing across all 

ancillary services, hotels can adjust rates 

based on real-time demand and availability, 

maximizing revenue potential. Whether 

it’s premium pricing for exclusive seasonal 

spa treatments or adjusting the cost of 

treatments and activities during peak periods, 

yield management ensures that pricing 

reflects both the value and demand of these 

limited-time offerings. For slower periods, 

hotels can create value-added packages or 

offer exclusive, personalized experiences 

to encourage bookings and fill capacity that 

4 

| Spa Executive

might otherwise go unused. By not lowering 

prices or discounting, hotels can maintain 

their brand image and preserve premium 

positioning while still optimizing revenue 

during less busy times. 

Introducing seasonal treatments and 

activities across multiple hotel services, while 

utilizing dynamic pricing, provides an effective 

way to boost ancillary revenue. Hotels can 

create unique guest experiences that not 

only align with specific times of the year but 

also drive higher spending through limitedtime 

offerings. Yield management ensures 

that seasonal services offerings are optimally 

priced to balance demand and profitability, 

helping hotels capture additional revenue 

streams throughout the year. 

5 


IHG announces Six Senses Telluride 

opening in 2028 

Six Senses Telluride will exude refined 

sophistication and respect the natural setting, 

reflecting the brand’s commitment 

to sustainability. 

IHG hotels recently announced plans for Six 

Senses Telluride, IHG’s first luxury resort and 

residences in North America’s Mountain West 

region, scheduled to open in 2028. 

Telluride is a former mining town in the 

Colorado Rockies that has been designated 

a National Historic Landmark District and is 

known for its film, jazz, and blues festivals and 

community events. Six Senses Telluride will 

be located above Mountain Village, a town 

adjacent to Telluride, nestled in a box canyon 

and flanked by the 14,000-foot peaks of the San 

Juan Mountains. The area offers easy access to 

a vast ski area in winter and outdoor recreation 

in spring and summer. 

Six Senses Telluride will house guest rooms and 

branded residences. These will exude refined 

sophistication and respect the natural setting, 

which, according to a press release, was key to 

the project’s approval, along with LEED Silver 

certification, reflecting the brand’s commitment 

to sustainability. 

Neil Jacobs, CEO, Six Senses, said in a 

statement, “Becoming an active part of the 

community is hugely important to us and so 

where better to begin our North American 

mountain adventure than Telluride, with 

the global sophistication of Mountain Village 

and eclectic old-world nature of the town 

below. Having lived in the Colorado Rockies 

in the 1980s, I can attest to the mountain 

environment lending itself to the expression 

of our values around wellness and sustainable 

development today.” 

The development team is led by Matthew Shear 

and David Jaskel at The Vault Home Collection. 

Commenting on the partnership, Shear 

said, “We are delighted to be joining forces 

with Six Senses. The spectacular Colorado 

landscape, sublime snow conditions, and quaint 

community-feel of Mountain Village inspired us 

to lay roots here. This project is the culmination 

of our ongoing collaboration with Six Senses to 

open this premier mountain destination to the 

world’s most discerning travelers and residents. 

Our shared vision is to ensure Six Senses 

Telluride is nothing short of spectacular.” 

The design and architecture will use natural 

materials with local and historic relevance, 

blending cedar siding with local stone with 

light palette interiors celebrating the purity of 

the natural elements. Twenty-four branded 

residences will range from two to five bedrooms 

and the property will feature a gym, cinema, 

lounge, and games room. Multiple food and 

beverage spaces include a specialty restaurant, a 

rooftop venue with pool, and a speakeasy bar. 

Guests at Six Senses Telluride can look forward 

to relaxing in the sauna, steam room, hammam, 

and cryotherapy bath, and wellness treatments 

and services will blend high-tech longevity 

and recovery elements with ancient healing 

traditions incorporating sound and the spiritual 

energy of human touch. 

6 


Mental wellbeing is a priority for spa-goers. 

How can hotels capitalize? 

Mental wellbeing is a priority for spa goers 

according to the most recent ISPA Consumer 

Snapshot Report. Here’s how to make the most of 

this development. 

“As the prioritization of mental wellbeing gains 

prominence among spa-goers, spas have a 

unique opportunity to capitalize on this trend. 

A substantial 78% of spa-goers believe that 

investing in treatments improves their health 

and mental wellbeing. The commitment to 

mental health is evident, with 96% of spa-goers 

having taken proactive steps in the past 12 

months, including 24% utilizing apps dedicated 

to managing mental wellbeing. Notably, 60% of 

spa-goers specifically seek spa experiences as 

a means to reduce stress. Understanding and 

tailoring offerings to align with these priorities can 

position spas as essential contributors to holistic 

health, meeting the evolving needs of spa-goers in 

their pursuit of mental and physical wellbeing.” – 

ISPA’s July-August Pulse magazine in reference 

to the 2024 ISPA Consumer Snapshot Report. 

Make the most of the growing interest 

in mental wellbeing 

To capitalize on the growing prioritization of 

mental wellbeing among spa-goers, hotels, 

resorts, and spas can adopt a multi-faceted 

approach. Some potential strategies are 

obvious. These include designing holistic 

wellness treatments that address both physical 

and mental health, which many spas are 

already doing. Offering treatments that include 

aromatherapy, sound therapy, or other sensory 

experiences that promote deep relaxation can 

meet the specific demand for stress reduction. 

Mental and emotional wellbeing workshops 

are also popular at wellness focused hotels 

and resorts, and luxury properties around the 

world, as are personalized consultations. With 

78% of spa-goers believing that spa treatments 

improve health and mental wellbeing, spas 

can enhance this perception by offering 

personalized mental and physical wellness 

consultations before treatments, then tailoring 

services to individual needs, fostering a deeper 

connection and long-term relationships. 

More ideas for incorporating mental wellness 

into your spa and hotel ancillary revenue 

offerings include: 

1. Tailored wellness packages: Create 

specialized packages focused on mental 

relaxation and emotional balance. These can 

include mindfulness and meditation sessions, 

alongside traditional spa treatments known 

for their calming effects, like massage and 

aromatherapy. Outside the spa at a hotel or 

resort, this would include activities, like nature 

hikes, yoga classes, and meditation sessions. 

2. Integration of mental wellness 

technologies: With 24% of spa-goers using 

apps to manage mental wellbeing, spas can 

partner with a mental health or wellness app 

company, or develop their own app. Offering 

guests access to these apps during and after 

their visit can enhance the overall wellness 

journey while also creating a continued 

connection with the spa, fostering loyalty. 

8 


3. Mindfulness and meditation lounges: 

Create dedicated spaces in the spa or hotel for 

quiet reflection and mindfulness. These lounges 

can offer guided meditation sessions, calming 

soundscapes, or even virtual reality experiences 

focused on stress reduction and relaxation. 

4. Sleep enhancement programs: Offer 

sleep-focused treatments and amenities, such 

as sleep-inducing massages, aromatherapy 

with calming essential oils, and access to sleep 

kits (including items like weighted blankets or 

sleep masks). Providing in-room sleep aids like 

sound machines or pillow menus can appeal to 

stressed travelers and guests prioritizing mental 

wellness through improved sleep quality. 

5. Pop-up wellness events: Host 

temporary wellness-focused events that 

bring mental wellbeing to guests in a fun, 

engaging way, like guided group breathing 

exercises by the pool, pop-up mindfulness 

or meditation sessions in common areas, 

mental health-themed art installations. 

These experiences don’t necessarily require 

the full wellness infrastructure but still 

resonate with guests looking to unwind and 

improve their mental wellbeing. 

Since mental wellbeing is a priority, 

align marketing strategies with the 

evolving interests of spa-goers 

To align marketing strategies with the 

evolving priorities of spa-goers, highlight 

the mental health benefits of services and 

create messaging that underscores the hotel 

or spa’s role in supporting holistic wellness. 

Social media and newsletters can also provide 

mental health tips and offer insights into stress 

management techniques. 

The mental health benefits of spa 

and wellness 

For example, a recent large-scale meta-analysis 

of studies exploring touch interventions and 

their effects on physical and mental wellbeing 

highlights the benefits of massage therapy. The 

researchers combined findings from various 

studies to examine how touch impacts health, 

with a focus on the benefits for individuals with 

mental or physical health issues. 

The analysis found that consensual touch, 

such as massage, is correlated with significant 

decreases in anxiety, depression, stress, and 

pain. Touch interventions, including massage, 

may be particularly beneficial for individuals 

with mental or physical health challenges. 

More research finding from different studies 

include the following: 

Massage reduces anxiety associated 

with pain and illness 

Massage therapy is correlated with 

reduced anxiety associated with cancer, 

chronic pain and psychiatric disorders; 

reduced anxiety before and after surgery; 

decreased symptoms of depression for 

individuals with HIV; 

significant reductions in anxiety, worry, 

depression and physical pain in nurses 

and military veterans; 

significant decreases in cortisol levels; 

increases in serotonin and dopamine, 

both of which contribute to feelings of 

happiness and wellbeing, and; 

increased oxytocin levels. 

Sauna therapy 

reduced risk of dementia in men; 

improved mood lasting for weeks 

after treatment in patients with major 

depressive disorder. 

Thermal bathing 

Thermal bathing is associated with lower 

levels of stress and fatigue reduction in 

comparison with music therapy; 

reduced levels of salivary stress markers, 

cortisol and chromogranin; 

better outcomes for fatigue, stress, 

and pain; 

improvements in anxiety, depression, 

sleep quality, and stress. 

Sauna bathing is linked to reduced 

risk of depression, fatigue, and 

psychotic disorders; 

9 


The robots are coming: Aescape’s Eric Litman 

on leading wellness tech innovation 

We spoke with Eric Litman about his journey, 

Aescape’s mission, and the challenges robots 

can help resolve in the hospitality and 

wellness industries. 

Eric Litman, the visionary behind Aescape, is 

pioneering the integration of AI and robotics 

into wellness to deliver personalized, highquality 

massage experiences. He founded 

Aescape in 2017 with a leadership team that 

includes experts from Amazon, Uber, and 

Meta, aiming to revolutionize self-care through 

AI-driven robotics. In spring 2024, Aescape 

launched its first fully automated, customizable 

massage experience, recently rolling out at 

10 Equinox locations in New York City and 

the ila Only Spa at Lotte New York Palace. The 

company also made its Miami debut and first 

installation outside of New York at the Privai 

Spa at Kimpton Epic Hotel. Supported by $80 

million in funding, Aescape addresses gaps in 

the market by leveraging cutting-edge AI and 

human insights to provide wellness solutions 

tailored to individual needs. 

Asked about the driving force behind designing 

a massage robot, Mr. Litman said, “I have been 

building tech companies for as long as I’ve 

been employed. Aescape is in many ways the 

culmination of my experiences over the years 

and the representation of my biggest passions 

in life, which are my own personal wellness and 

health journey and in bringing technology and 

data-backed solutions to the improvement of 

our wellbeing.” 

We spoke with Eric Litman about his journey, 

Aescape’s mission, and the challenges 

robots can help resolve in the hospitality and 

wellness industries. 

Can we talk more about where the idea 

for Aescape came from? 

Yes. I’ve been computing since I was very 

young, and along with that have been 

implementing all the common practices of 

hunching over with poor posture and poor 

body position, while also being very athletic. 

Plus, I’ve also spent a lot of time on airplanes. 

The combination of those things really put 

a toll on my spine and I spent eight months 

of my life needing a massage every day 

to address the very specific problem of a 

bulging disc. I got massages in every country 

and every location you can imagine, and it 

often didn’t solve the problem. This is how I 

learned about the challenges of finding high 

quality people to deliver great massages, and 

it seemed like there was an opportunity to 

bring in an alternative solution that would let 

people like me, with a very specific need, get 

what they want. 

It’s a very different product from a 

massage therapist and we are intentionally 

not trying to replicate a massage therapist. 

The two will live side by side and do 

different things for the world. We are here 

for the people that want to self direct their 

care and who are looking for specificity 

and consistency no matter where they go. 

There’s never any guesswork. 

10 | Spa Executive

Can we go a bit further into the 

challenges this technology addresses for 

the industry? 

Interestingly, if you look at the annual ISPA 

PWC report, they say that about one in 

five US adults got a massage in the last 12 

months. Our research has shown there’s 

about another one in five who say they 

would get regular massages if it wasn’t 

from a person, because of issues like body 

sanctity, body dysmorphia, and anxiety with 

strangers of the same or opposite gender. 

We see that here all the time. We have 

people come in for Aescape massages that 

have never had a massage with a person 

before, never wanted one, and they love it 

and come back as repeat members. 

There are obviously benefits to working with a 

massage therapist, but there are not enough 

people to meet demand, and what happens 

is the people who are particularly good at 

the job feel the squeeze because they end 

up picking up extra shifts when there aren’t 

enough LMTs available. Our product creates 

a baseline level of availability that gives 

the therapists more predictability to their 

schedule. Plus, we believe over time this will 

ultimately raise the economic value for the 

therapist. We think therapists will be able to 

charge more because there’ll be a premium 

on high quality service from a human 

massage therapist. We think of ourselves as a 

labor augmentation. 

What are some more benefits? 

The robot allows an operator to rethink many 

of their service design choices and create 

new revenue opportunities. You can offer a 

massage at five o’clock in the morning when 

someone gets up early, or at 11 o’clock at 

night. Let’s say a traveler comes in from a 

long set of flights and their room isn’t ready. 

You could give them a drink at the bar, or 

you could give them a massage while you’re 

getting the room ready. And because it’s a 

clothed massage, you don’t necessarily need 

to put it into a spa. You can put it in an open 

area, maybe with a screen around the bed for 

some lightweight privacy. Or maybe you turn 

over one of the rooms, put our table in there, 

and now can offer wellness amenities. Your 

front desk staff could be the ones to guide 

people to the table and hand them a set of 

clothes. You require very little operation to go 

along with it. 

We’re also here to help with driving utilization. 

We’re not just dropping off a product. We 

deliver a service. We help to drive demand 

and to smooth the demand curve throughout 

the day. We really partner with the places and 

locations where we deploy these tables. 

There are other companies that have 

created massage robots or similar 

products. Why do you think we haven’t 

heard more from them? What makes 

Aescape different? 

This is incredibly complex. It’s not a difficult 

idea to conceive of, particularly if you’ve 

lived in or known the industry and know 

about the labor shortage. But it’s very easy 

to vastly underestimate the complexity of 

building something that can function safely 

and autonomously around all the different 

body shapes and forms and all the human 

behaviors. It’s really hard. 

So, while we definitely would say that we are 

one of the more advanced robotics companies 

on the planet, that’s not the point. The point 

is that we create great experiences. We think 

through all the details from the beginning to 

the end of the journey to ensure that everyone 

that encounters this feels like their needs have 

been met. And there’s just so much to that. 

We have a customer satisfaction rate above 

90%. Our peak user rate continues to grow 

even with limited availability because the 

tables tend to all be booked out. The market 

is telling us that we’ve done pretty well. Now, 

from our perspective, we think we’re only at 

the beginning, and we know how much more 

we can do, but market feedback says we’re 

on a good track. 

How does it work? 

It’s very straightforward. You book the 

experience through an app, like you would 

book a restaurant or car service. You come 

into the room, you put on really cool clothes 

that make it so that you don’t have to have 

lotion or oil. You’re not showering afterwards, 

you’re not nude in front of a stranger or in a 

strange environment. You lay on the table. 

We have sensors that scan you into the 

system, make a model of your body, and use 

that to hyper personalize a massage. Then, 

as you lay on the table, there’s a big beautiful 

touch screen showing your body in 3D, 

and you can make desired changes. You’re 

informed at all times of what’s happening and 

what is going to happen next, so you’re never 

wondering if it’s going to get to your glutes or 

hamstrings. That’s all laid out for you in front 

of you. 

And it remembers you. So, no matter which 

location you go back to, whether you’re at 

an Equinox, the Palace Hotel, or any other 

location into which we’ve been deployed, you 

have an experience that is tailored to you. 

Please talk about some of those 

locations – where are you and where are 

you going to be? 

We’re in Equinox and ila Only Spa at The 

Palace Hotel. We’re also in Previ Spa at the 

Kimpton EPIC in Miami. Currently we’re rolling 


out two to three new locations every week 

and will also be announcing partnerships 

with professional sports teams, corporate 

offices, and more hotels. There is quite a bit 

of distribution coming up. 

And are you excited about any other 

technology in the wellness or hospitality 

landscape right now? 

I love what people are doing with what I think 

of as the mitochondrial journey. So you have 

heat and cold and light therapy, all driving 

mitochondrial benefits. Those are super 

interesting and there’s a ton of research 

behind it. I love seeing more technology being 

integrated into fitness equipment where you 

can start to quantify the work that you’re 

doing throughout your fitness journey and 

access metrics to drive you and give you the 

insights you need to set real goals and real 

targets other than just showing up in a gym 

every day. There’s so many exciting things 

happening out there. 

For so much of time we’ve relied upon 

tradition and anecdote to drive how we think 

about our health and what works well for 

our health. And we’re now at a point in time 

where we have a better understanding of 

why certain things impact us the way they do, 

which allows us to recraft solutions from the 

objective point of view. I think we’re just at the 

very beginning of that. 


Capella Bangkok 

Capella Bangkok name the No.1 in the World’s 

50 Best Hotels 2024 

Capella Bangkok offers panoramic views 

of the majestic Chao Phraya River and is a 

gateway to the eternal beauty of nature, and 

the urban oasis of the city. 

Capella Bangkok has been named the No.1 

Best Hotel in the World and Capella Singapore 

No.33 in the global ranking of The World’s 50 

Best Hotels 2024. Capella Bangkok has also 

earned the title of The Best Hotel in Asia 2024. 

The World’s 50 Best Hotels, launched in 2023, 

is a list curated by an expert panel of more 

than 600 leaders from the international hotel 

industry. It is part of the 50 Best brand, which 

also produces The World’s 50 Best Restaurants 

and Bars, offering guidance on top global 

hospitality destinations. This is the second year 

of the Best Hotel list. Winners include hotels 

across six continents that were announced at a 

ceremony in London. 

Capella Bangkok offers panoramic views of the 

majestic Chao Phraya River, and the property’s 

101 suites and villas are both intimate and 

immersive, acting as a gateway to the eternal 

beauty of nature, and the urban oasis of the 

city. Capella Bangkok’s accommodations are 

sophisticated and curated around relaxation 

and exploration. 

Capella Singapore sits within 30 acres of lush 

rainforest on Sentosa island, and is one of the 

most luxurious hotels in the region. At the 

heart of the resort lies two restored Tanah 

Merah colonial bungalows dating back to the 

1880s. The 112 guestrooms, villas, and two 

Colonial Manors exist in harmony with 

surrounding nature, combining old-world 

colonial charm with contemporary chic. 

“We are deeply honored that our flagship 

properties in Southeast Asia, Capella 

Bangkok and Capella Singapore, 

have maintained their positions on The World’s 

50 Best Hotels list for a second consecutive 

year,” said Cristiano Rinaldi, President, Capella 

Hotel Group, in a statement. 

“To have one hotel maintain its position on 

such a prestigious list is remarkable; to have 

two do so, with one claiming the top spot 

globally and in Asia, is simply exceptional. 

This is particularly significant given the fierce 

competition in the luxury hotel sector and the 

constant evolution of guest expectations. This 

incredible recognition adds to our celebration 

of being named World’s Best Hotel Brand by 

Travel + Leisure for the second time, making 

2024 a truly landmark year for Capella. These 

accolades are a tribute to our dedicated 

Capella colleagues and a testament to the trust 

from our guests— as masters in our craft, we 

will continue to redefine luxury hospitality and 

set new standards for excellence.” 



define luxury 

Chinese women have been named the world’s 

biggest travel spenders and are playing an 

important role in shaping the world of travel, 

particularly luxury travel. 

Un Tourism recently reported that China had 

reclaimed its position as the top spender 

on international tourism, as the country’s 

expenditure on travel abroad reached USD 

196.5 billion in 2023. This is ahead of the United 

States (USD 150 billion), Germany (USD 112 

billion), the United Kingdom (USD 110 billion) 

and France (USD 49 billion). Combined with 

separate research finding that women make 

upwards of 80% of travel decisions and account 

for more than half the traveler market, this 

suggests that Chinese women are key players 

in driving the growth of the luxury travel sector 

and setting new trends and expectations in 

how luxury is defined and experienced. 

From material wealth to 

personal fulfillment 

Traditionally, luxury has often been associated 

with extravagant living and acquiring material 

possessions. For many, it’s also being seen 

with status symbols like designer handbags 

and indulging in high-end experiences. 

According to a new report from FINN Partners 

titled, China’s Women in Charge: Latest Trends 

among the World’s Largest Travel Spenders 

and Decision Makers, however, that narrative 

is shifting towards more personal and 

introspective experiences. 

FINN surveyed 800 affluent Chinese 

female travelers aged 25 and older from 

12 cities with the highest GDPs in China 

in 2023 and found that luxury, for these 

travelers, is not about external validation 

or the accumulation of goods. Instead, 

it is increasingly about experiences that 

bring joy, fulfillment, and a deep sense of 

contentment. This shift reflects broader 

global trends towards travel experiences 

that resonate with personal values 

and aspirations. 

“The definition of luxury has shifted from solely 

acquiring material possessions to achieving 

contentment. Rather than external validation, 

luxury now revolves around things or experiences 

that bring satisfaction and contentment.” 

Travel as a reward, source of joy, and 

testament to achievement 

Travel is meaningful beyond just the getaway. 

It’s a source of happiness and a marker of 

personal success and achievement. 

Asked how they define “luxury,” the majority 

(63%) of those surveyed said “luxury” is 

defined by the ability to enjoy complete privacy 

and “me time.” This finding is supported by 

a growing interest in solo travel, as 72% of 

respondents also stated that they will maintain 

or increase solo travel in the future. 


Fifty-six percent of respondents said they 

associate luxury with experiences that bring 

joy, while for 37%, luxury represents an 

expression of their identity, and 36% view it as 

a symbol of independence. Furthermore, 44% 

perceive luxury as a testament to their hard 

work and accomplishments. 

Half of the surveyed women view luxury as 

experiences that bring happiness, and 37% 

see it as an expression of their identity, 

taste, and individuality. This means that 

luxury travel for these women is deeply 

personal and should be tailored to unique 

tastes and preferences, rather than 

following the conventional paths of luxury 

defined by others. 

The shift from status symbols 

to experiences 

trend where wellness is no longer just about 

pampering but encompasses a holistic 

approach to health, focusing on both physical 

and mental well-being. 

In the context of luxury travel, Chinese 

women are increasingly seeking destinations 

and experiences that offer rejuvenation 

and balance. Whether it’s a serene retreat 

focused on mindfulness and meditation, an 

adventurous journey that challenges physical 

limits, or a spa experience that combines 

traditional practices with modern therapies, 

wellness travel is seen as a vital component of 

a luxurious lifestyle. 

This trend is particularly prominent among 

older Chinese female travelers, who are twice 

as likely to invest in health-inspired travel 

experiences compared to other age groups. 

The diminishing importance of traditional 

status symbols to the world’s biggest travel 

spenders reflects a broader global trend. Only 

16% of respondents still associate luxury with 

prestige and status, indicating a significant 

move away from luxury as a display of wealth. 

Instead, these travelers are investing in 

experiences that offer deeper personal value, 

whether that’s through cultural immersion, 

wellness retreats, or exploring remote, 

untouched destinations. 

Increasing spending on experiences 

over material possessions 

Finally, more than 60% of affluent Chinese 

female travelers intend to spend more on 

travel, including hotels and accommodation, 

in the next one to three years. Fifty-six percent 

will spend more on travel experiences, and 

53% on flights, while less than 30% anticipate 

increasing expenditure on material goods like 

fashion, jewelry, or art. 

Hotels and accommodations are also being 

measured by more than just their star 

ratings. Affluent Chinese female travelers 

are looking for properties that offer bespoke 

experiences, such as partnerships with 

fashion or lifestyle brands, or those that 

integrate local cultural elements into their 

design and service offerings. 

Luxury is evolving beyond material 

possessions and the pursuit of social 

validation. These luxury travelers view travel 

as a means to reward themselves and 

explore the world on their terms, setting new 

trends and reshaping what it means to travel 

luxuriously in today’s world. 

Wellness: a core aspect of modern luxury 

Wellness has also become an integral part of 

the luxury experience, reflecting a broader 


Featured property: 

Rancho Santana 

Set where Nicaragua’s lush tropical hills and 

forests meet breathtaking shorelines, Rancho 

Santana is an adventurer’s paradise and a 

wellness sanctuary. 

Rancho Santana is an expansive, sustainable 

private resort and residential community 

located on 2,700 acres of Nicaragua’s 

Emerald Coast. 

Affectionately referred to as “The Ranch,” the 

property features a range of accommodations, 

including spacious rooms and suites at The Inn 

and a collection of condo-style residences and 

ocean-view homes. 

Set where lush tropical hills and forests meet 

breathtaking shorelines, this coastal property 

is an adventurer’s paradise and a wellness 

sanctuary. With five distinctive beaches, three 

pools, a sea turtle sanctuary, 6,000-squarefoot 

treetop spa, ocean view yoga pavilion, and 

kids club, The Ranch is a retreat like no other. 

Dining options include four concepts featuring 

ingredients sourced from the property’s 50- 

acre farm, seven-acre garden, and from local 

suppliers; sustainability is central to everything 

at Rancho Santana, including culinary 

experiences. The Ranch’s restaurant menus 

are inspired by the land, seasonal changes, 

and the creativity of expert chefs using farmto-table 

produce. Guests can enjoy a blend of 

international cuisine, traditional Nicaraguan 

fare, and innovative culinary creations. Further 

sustainability efforts include solar energy 

generation, planting trees on fallow land, and 

providing clean water to communities in need. 

On the grounds, visitors can dive into 

activities like surfing Central America’s top 

waves, horseback riding along the beach, 

sandboarding down coastal dunes, hiking, 

birdwatching, and exploring nature tours, 

among other experiences. 

Sea turtle sanctuary and conservation 

Rancho Santana is home to about 6,000 green 

sea turtles that lay their eggs in the sand at 

one of the five beaches, Playa Escondida, 

each year. Once hatched, the baby turtles 

collectively make the epic journey to the 

ocean only meters away. To accommodate 

this natural phenomenon, Playa Escondida 

has been transformed into a turtle sanctuary, 

providing shelter for the eggs and hatchlings 

to give them the best chance of survival. The 

expertly-designed sanctuary is monitored 

by on-site ecologists who also guide visitors 

through this experience. 

Wellness: The Spa in El Bosque 

The 6,000-square-foot spa and wellness 

sanctuary, Spa in El Bosque (Spanish for 

“spa in the forest”) , is built into Rancho 

Santana’s rugged hillside at the top of a 

winding stone staircase. Offering unique 

sweeping vistas of the region’s rolling hills, 

Spa in El Bosque is a true oasis, with healing 

suites tucked into the trees and a rotating 

treatment menu of immersive treatments 

and seasonal, holistic experiences. 

The Spa in El Bosque offers massages, body 


scrubs, and facials, using locally sourced 

ingredients, as well as regular salon 

beauty services. In addition, the team also 

includes an expert in Eastern Medicine and 

Holistic practices like Reiki, Acupuncture, 

Moxibustion, Cupping, and Shiatsu. 

Treatments can be personalized according 

to guest needs to help with pain relief, 

immunity, circulation, insomnia, relaxation, 

and more. Stand out treatment items 

include: 

Santana Signature Salt Scrub 

“This relaxing and aromatic Santana Cedro 

salt scrub nourishes skin with nutrients and 

trace minerals to help detoxify and reduce 

fluid retention.” 

Hibiscus Sugar Scrub 

“This soothing antioxidant-rich body scrub 

will leave you with a smoother feeling and 

younger-looking complexion.” 

Coffee and Cacao Scrub 

“Nourish your skin with organic coconut 

oil, Nicaraguan coffee, and cacao for an 

antioxidant-packed ultra-aromatic experience.” 

The Santana Signature Experience 

“Experience our Santana Cedro Signature 

blend of cedarwood and lavender. Includes a 

50-minute Wellness Massage, Santana Cedro 

Salt Scrub, Signature Facial, and Signature 

Mani-Pedi.” 


Using wellness product subscriptions to 

manage yield and overstock 

Beyond revenue generation, subscriptions 

provide a practical and strategic solution for 

managing overstock and unsold products, 

which can otherwise lead to inventory losses. 

For hotel and resort spas looking to 

diversify revenue streams, wellness product 

subscriptions can be an effective way to 

manage inventory and optimize yield. This 

strategy involves offering customers curated, 

recurring boxes of products like spa and hotel 

products or aromatherapy items, allowing 

businesses to consistently engage clients while 

creating a reliable revenue stream. Beyond 

revenue generation, subscriptions provide a 

practical and strategic solution for managing 

overstock and unsold products, which can 

otherwise lead to inventory losses. 

Understanding how subscriptions help 

manage yield 

Yield management traditionally focuses 

on adjusting pricing based on fluctuating 

demand. While this concept has typically been 

applied to services, businesses can also apply 

it to product sales by utilizing subscriptions as 

a proactive approach to manage stock levels. 

Instead of relying on fluctuating retail sales 

or one-time purchases, subscriptions offer a 

predictable way to move inventory regularly. 

Spas can smooth out demand, prevent stock 

build-up, and maintain optimal inventory levels 

throughout the year. 

Wellness subscriptions also help forecast 

future demand, allowing spas to adjust the 

volume and variety of products based on 

previous subscription data. By examining 

which products are consistently chosen or 

highly rated by subscribers, spas can predict 

future demand more accurately. This demand 

visibility minimizes the risk of overproduction 

and helps align product purchasing with actual 

consumption patterns. 

Managing overstock and unsold 

products with subscriptions 

One of the most significant benefits of 

launching a wellness product subscription 

is the efficient movement of unsold or 

overstock items. Spas can bundle these 

products into subscription boxes, presenting 

them as exclusive or seasonal offerings. This 

approach not only helps prevent waste but 

also increases the perceived value of the 

subscription and may turn customers on to 

previously unpopular items. 

By strategically incorporating overstock 

products into subscription boxes, spas 

can avoid markdowns or clearance sales, 

preserving brand value while avoiding writing 

products off as losses. This turns potential 

waste into an opportunity to deliver surprise 

and delight to customers, enhancing their 

loyalty and satisfaction. 


Leveraging subscriptions for 

inventory management 

Subscriptions also offer spas greater control 

over their inventory. Since subscription boxes 

are curated in advance, spas can better plan 

product orders with suppliers, reducing the 

risk of both understocking and overstocking. 

This level of control is particularly valuable 

during seasonal shifts, when demand for 

certain products may rise or fall unpredictably. 

Moreover, spas can adjust their subscription 

offerings based on what’s available in their 

current inventory, ensuring that slow-moving 

or unsold products are incorporated without 

sacrificing quality or customer experience. In 

this way, subscriptions become a flexible and 

dynamic tool for balancing inventory flow. 

Wellness product subscriptions provide spas 

with more than just a recurring revenue 

stream – they are a powerful strategy for 

managing yield and moving overstock 

products. By offering curated, recurring 

boxes of wellness products, spas can reduce 

the risks of stock buildup, increase inventory 

control, and optimize overall product 

management processes. 

Need help managing your inventory? Book4Time 

can provide it! Get in touch to talk about how.

Spa Executive September 2024

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