Spa Executive October 2024

ISSUE #60 OCTOBER 2024
SPA EXECUTIVE
FOR LEADERS IN THE BUSINESS OF WELLNESS
SPOTLIGHT
Live Love Spa’s Lisa Michaelis on marketing
& the importance of community
NEWS
Travel could help slow the aging process
MANAGEMENT
The 4 key components of transformational
leadership in hospitality

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,
This issue centers on the power of connection – whether it's with your guests, your team, or the wider
wellness community. We begin with insights from Lisa Michaelis of Live Love Spa, who emphasizes the
importance of building a genuine community in the wellness industry. Her experience underscores how
strong relationships, both within and outside of your business, can drive sustained success.
“The importance of community can’t be overstated. When we support each other, we’re not just growing our
businesses, we’re elevating the entire industry and, ultimately, helping more people experience the power of wellness.”
- Lisa Michaelis
Building on this theme, we explore how experiential marketing can deepen those connections, turning onetime
visitors into loyal guests. From tailored wellness retreats to themed cabanas, these strategies are about
creating memorable moments that resonate long after the experience has ended.
Effective leadership also plays a crucial role in fostering these connections. This issue includes a breakdown
of transformational leadership principles that can help you nurture motivated teams and provide better
guest experiences. Strong leadership, like strong community ties, is a cornerstone of success in hospitality.
We also bring a scientific perspective into the conversation with research from Edith Cowan University. Their
study highlights the positive impact of travel on wellbeing, reinforcing the value of thoughtful, wellnessfocused
experiences. This ties back to everything Lisa advocates: creating spaces and opportunities that
genuinely enhance wellbeing.
Finally, our featured property—the newly opened Four Seasons Hotel Rabat at Kasr Al Bahr—embodies
these ideas. It’s a space that blends history, luxury, and authentic guest engagement, showcasing how a
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.
well-thought-out environment can enhance connection and experience.
I hope the articles in this issue offer valuable insights to help you strengthen the ties that make your
business thrive.
Best regards,
Elizabeth Bromstein,
Editor, Spa Executive

Contents
October 2024
Issue 60
In this month’s issue:
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6
8
10
13
14
16
BUSINESS
Experiential marketing opens up new revenue
streams for hotels and resorts
MANAGEMENT
The 4 key components of transformational
leadership in hospitality
NEWS
Travel could help slow the aging process
SPOTLIGHT
Live Love Spa’s Lisa Michaelis on marketing &
the importance of community
NEWS
CBD may help protect against skin cancer (study)
FEATURED PROPERTY
Four Seasons Hotel Rabat at Kasr Al Bahr
TRENDS + INSIGHTS
Hilton’s Amanda Al Masri talks about 2025
travel trends

Experiential marketing opens up new revenue
streams for hotels and resorts
From immersive spa treatments to unique VIP
offerings, experiential marketing strategies
open up new opportunities for non-room
revenue streams.
In hospitality, experiential marketing is an
excellent way to engage and connect with
guests by crafting immersive experiences
that leave a lasting impact. By focusing
on creating interactive and memorable
moments, hotels, resorts, and spas can
foster deeper emotional connections
while boosting ancillary revenue through
personalized, hands-on experiences.
Here are a few of the experiential marketing
strategies hotels and resorts can employ today:
1. Interactive spa experiences
Pop-up wellness events: Hosting exclusive
pop-up spa or wellness events, where
guests can sample new treatments
or wellness products, can encourage
bookings and product purchases.
These could include mini-massages,
meditation sessions, or skincare
demonstrations with expert consultations.
DIY aromatherapy workshops: Offering a
class where guests can create their own
signature scents from essential oils (which
can later be purchased in the spa) ties the
experience to the ancillary product line.
2. Themed cabanas and VIP
poolside experiences
Themed cabana experiences: Creating
themed cabanas (e.g., tropical, luxury
retreats, celebrity-style, special events, like
Super Bowl) with customizable elements like
exclusive food and drink menus, personalized
service, and wellness add-ons like spa
treatments or yoga sessions. This enhances
the guest’s visit while encouraging higher
spending on premium services.
Poolside mixology classes: Offering guests
the chance to learn how to make signature
cocktails – and invent their own – in a
poolside class led by the hotel’s bartenders
can lead to increased revenue from bar
services and future bookings for private
mixology events.
3. Exclusive adventure and
activity programs
Curated adventure packages: Offering
guests curated experiences like guided
nature hikes, photography tours, or water
sports, with the opportunity to book related
services or equipment rentals. Partnering
with local experts can enhance the
experience while driving revenue through
activities and memberships.
“Behind-the-scenes” hotel tours: Giving
guests an insider look at areas of the hotel
they usually wouldn’t see (e.g., wine cellar,
chef’s kitchen, spa facilities), paired with food
tastings or spa treatment samplings.
These can be marketed as premium,
behind-the-scenes experiences.
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4. Exclusive member experiences
Wellness membership events: Introducing
people to a wellness membership through
an event that offers participants samples of
services – personal training, spa treatments,
or access to fitness classes – can help boost
membership sign-ups.
Spa loyalty program with exclusive perks:
Creating a spa membership or loyalty
program with experiential perks, like VIP spa
days or members-only wellness retreats.
Offering immersive experiences like
private consultations or treatments further
encourages membership.
5. Culinary experiences
Farm-to-table experiences: Hosting a
cooking class using fresh, locally sourced
ingredients where guests can participate
in creating a farm-to-table meal. This can
tie into hotel wellness programs or special
seasonal events and lead to increased
ancillary revenue from related products
(cookbooks, ingredient packages, etc.).
Chef-led market tours: Offering guided
tours with the hotel’s chef to local markets
where guests can pick out ingredients for
their own curated meal or cooking class. The
experience builds engagement and may lead
to bookings for future classes or exclusive
dining events.
6. Wellness retreats and
transformative experiences
Weekend wellness escapes: Creating a
wellness retreat package including yoga,
meditation, healthy cooking classes, and
other wellness activities. This taps into the
rapidly growing wellness tourism market
and generates revenue from bundled
experiences that include spa treatments,
personal training, and meal plans.
Sleep wellness programs: Introducing a sleepfocused
wellness program where guests can
partake in guided sleep therapy, relaxation
techniques, and evening spa treatments
aimed at improving sleep. These services
can be marketed as part of a larger wellness
package and increase revenue from specific
treatments and take-home products.
7. Seasonal and themed events
Holiday spa packages with experiential
add-ons: Creating limited-time holiday
packages that include treatments like
(for Christmas) chocolate massages or
peppermint facials, paired with hot chocolate
or mulled wine experiences. These packages
can be bundled to increase ancillary revenue
during peak holiday times.
Wellness and fitness challenges: Organize
hotel-wide wellness challenges, like a 5K race
or yoga marathon, where participants can
win prizes like spa credits, special wellness
products, and free treatments. This can
tie into ancillary services like fitness class
packages or memberships.
Stand out by offering unique, tailored
experiences
These experiential marketing strategies
enable hotels and resorts to stand out
by offering unique, tailored experiences.
From pop-up wellness events to curated
adventure packages, these immersive
moments resonate with guests on a
personal level, creating stronger brand
loyalty and encouraging higher spending
across non-room services.
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The 4 key components of transformational
leadership in hospitality
By applying the 4 key components of
transformational leadership, hospitality leaders
can enhance employee satisfaction, drive team
performance, and elevate the guest experience.
The hospitality industry thrives on
exceptional service and memorable
guest experiences. To meet the evolving
expectations of today’s guests, leaders
must inspire their teams to embrace
innovation, deliver personalized service, and
stay motivated in dynamic environments.
Transformational leadership is an ideal
management style for fostering this type of
growth and excellence. It is based on four
key components, also known as the four “I”s:
Intellectual stimulation
Individualized consideration
Inspirational motivation
Idealized influence
By applying these principles, hospitality
leaders can enhance employee satisfaction,
drive team performance, and elevate the
guest experience. Here’s a closer look at what
each of these “I”s means for transformational
leadership in hospitality.
The 4 key components of
transformational leadership
in hospitality
1. Intellectual stimulation: encouraging
innovation and creativity
In hospitality, where delivering unique and
personalized guest experiences is vital,
intellectual stimulation plays a critical role.
Transformational leaders encourage their
teams to think creatively and come up with
innovative solutions to enhance service and
operations. Whether it’s finding new ways
to improve guest satisfaction, streamline
check-in processes, or personalize amenities,
intellectual stimulation empowers employees
to contribute to the organization’s success.
A hotel manager might involve their staff
in decision-making when implementing
new guest services, such as introducing
tech-driven solutions like virtual concierge
systems. By soliciting ideas from all levels of
the team, leaders foster an environment that
values creativity, resulting in services that set
the property apart from competitors.
2. Individualized consideration: valuing
each and every team member
The hospitality industry is built on
people, both employees and guests.
Transformational leaders understand the
importance of building strong relationships
with their team members by providing
individualized support and recognizing each
person’s unique strengths and needs. This
component involves giving employees the
attention they need to develop their skills and
excel in their roles, while also acknowledging
their achievements and contributions.
By focusing on individualized consideration,
a hospitality leader creates a supportive
environment where team members feel
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valued. If a restaurant’s chef is recognized
for their creative contributions to the menu,
this acknowledgement not only motivates
them but also fosters a sense of ownership
over their work. Leaders who make the
effort to provide personalized feedback and
support see higher employee satisfaction and
retention rates, which translates to better
guest interactions and service.
3. Inspirational motivation: setting a
vision and uniting the team
Transformational leaders in hospitality must
communicate a compelling vision that unites
their team and motivates them to strive
for excellence. This vision often revolves
around the guest experience and creating
moments that leave lasting impressions on
guests. Inspirational motivation involves
more than just setting goals; it’s about
helping employees understand how their
work contributes to the bigger picture and
inspiring them to take pride in their roles.
A spa manager, for example, might share the
goal of achieving a high guest satisfaction
rating with the entire team. By clearly outlining
the steps needed to reach this goal, whether
through personalized guest interactions
or attention to detail in services, the leader
motivates employees to work toward a shared
vision. This sense of purpose energizes the
team, leading to improved performance and
an elevated guest experience.
influence, is about leading with integrity,
accountability, and enthusiasm.
Leaders who embody the principles of
idealized influence inspire their teams
to follow their example. A manager who
consistently goes above and beyond to
ensure guest satisfaction sets a standard
for the rest of the team to emulate. By
demonstrating excellent communication
skills, problem-solving abilities, and a guestfirst
attitude, leaders can inspire their staff to
deliver the same level of service.
The power to have significant impact
Transformational leadership has
the power to significantly impact the
hospitality industry by fostering innovation,
empowering employees, and driving
exceptional guest experiences. Through
intellectual stimulation, individualized
consideration, inspirational motivation,
and idealized influence, hospitality leaders
can create a positive and dynamic work
environment where both employees and
guests thrive. By applying these principles,
leaders improve team performance and
build stronger, more memorable guest
relationships, setting their business apart in
an increasingly competitive market.
4. Idealized influence: leading by example
In hospitality, leadership is not only about
managing operations but also about inspiring
trust and respect among employees.
Transformational leaders serve as role
models for their teams by demonstrating the
behaviors and attitudes they expect from
others. This concept, known as idealized
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Travel could help slow the aging process
“Tourism isn’t just about leisure and recreation.
It could also contribute to people’s physical and
mental health,” says researcher who believes
travel could help slow the aging process
Researchers from Edith Cowan University
(ECU) believe leisure travel could be a way to
slow the aging process. An interdisciplinary
study applying the theory of entropy to
tourism suggests that travel could have
positive health benefits, including slowing
down the signs of aging.
Entropy, according to a press release,
is classified as “the general trend of the
universe towards death and disorder. The
entropy perspective suggests that tourism
could trigger entropy changes, where
positive experiences might mitigate entropy
increase and enhance health, while negative
experiences may contribute to entropy
increase and compromise health.”
PhD candidate Fangli Hu said in a statement:
“Aging, as a process, is irreversible. While it
can’t be stopped, it can be slowed down.”
Hu added that positive travel experiences
could enhance physical and mental health
through exposure to novel environments,
engagement in physical activities and social
interaction, and the fostering of positive
emotions. “Tourism isn’t just about leisure
and recreation. It could also contribute to
people’s physical and mental health,” Hu said.
Enhancing the body’s
self-defense systems
Though the “study” appears to be entirely
theoretical, it has gotten a lot of attention,
including from outlets like CNN and the
Washington Post. The idea is that travel
therapy could serve as a health intervention
when viewed through an “entropy lens.”
Positive travel experiences may help the
body sustain a low-entropy state, as tourism
exposes people to new surroundings
and novel settings that could theoretically
stimulate stress responses and positively
influence metabolic activities and the body’s
“self-organizing capabilities.” These contexts
may trigger “an adaptive immune system
response.” And this makes the body better
able to defend itself.
“Put simply,” said Hu, “the self-defense
system becomes more resilient. Hormones
conducive to tissue repair and regeneration
may be released and promote the selfhealing
system’s functioning.”
Travel often includes physical activities
like hiking, climbing, walking, and cycling,
and this physical exertion can boost
metabolism, energy expenditure, and
material transformation, which Hu says helps
coordinate self-organizing systems.
“Participating in these activities could
enhance the body’s immune function and
self-defense capabilities, bolstering its
hardiness to external risks. Physical exercise
may also improve blood circulation, expedite
nutrient transport, and aid waste elimination
to collectively maintain an active self-healing
system. Moderate exercise is beneficial to
the bones, muscles, and joints in addition
to supporting the body’s anti-wear-andtear
system,” Hu said. All of this could help
maintain the body’s metabolic balance and
increase the anti-wear-and-tear system’s
effectiveness and organs and tissues could
then remain in a “low-entropy state,” Hu said.
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Travel has positive impact on health
and longevity
Previous research findings support the
idea that travel can improve health, both
mental and physical. Studies have found, for
example that:
Women who vacation at least twice a
year show a significantly lower risk of
suffering a heart attack or coronary
death compared with women who
vacationed every six years or less.
Men who don’t take an annual
vacation show a 20% higher risk of
death and 30% higher risk of heart
disease than those who do.
Three days after taking a vacation,
travelers report feeling less anxious,
more rested and in a better mood.
These benefits may linger for weeks
after the trip has ended.
People experience an increase in
happiness from just planning a trip.
Rural women who take vacations twice
a year are less likely to become tense,
depressed, or tired, and are more
satisfied with their marriages than
those who vacation less than once
every two years.
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Live Love Spa’s Lisa Michaelis on marketing &
the importance of community
“The importance of community can’t be
overstated,” says Lisa Michaelis, founder and
CEO of Live Love Spa, a premier community
for spa professionals to connect and discover
trends, products, experiences and emerging
insights in wellness.
Live Love Spa is a premier community for spa
professionals to connect, discover and learn
about new trends, products, experiences and
emerging insights within the wellness space.
Live Love Spa specializes in creating unique,
immersive spa and wellness experiences for
industry professionals. These include curated
events that provide a platform for networking,
product sampling, and education. The
company is known for its intimate, hands-on
approach, allowing participants to experience
new treatments and products firsthand.
Lisa Michaelis is the founder and CEO of Live
Love Spa. With over 20 years of experience
in the spa and wellness industry, Lisa is a
visionary leader known for her passion for
connecting people and driving innovation.
Her deep understanding of the needs of both
operators and brands has made Live Love
Spa an influential force in shaping the future
of spa experiences.
Lisa Michaelis is also the creator of National
Wellness Month, an initiative encouraging
people to focus on their health and wellbeing
in August.
We spoke with Lisa Michaelis about Live Love
Spa, the value of community, and what works
in wellness marketing.
What inspired the creation of Live
Love Spa, and how has it evolved over
the years?
The inspiration behind Live Love Spa came
from a desire to redefine how the spa and
wellness community connects, learns, and
grows together. I’ve always been passionate
about wellness and its power to transform
lives, and I noticed a need for a more hands-on,
personal approach to learning and networking
in our industry. The traditional format of trade
shows didn’t capture the essence of what we
do in spas – creating meaningful experiences
that nurture the body, mind, and soul.
So, I asked myself, “What if we created an event
inspired by experiences?”
We started by creating a welcoming
environment for spa professionals to
experience products firsthand. Over the
years, Live Love Spa has evolved to include
more than just events. We’ve developed a
community that supports the growth and
success of spa professionals and brands
alike. With our Destination Wellness Retreats,
Spark Leaders Summit, digital connection and
online directory with our SpaPro app, and
a full-fledged e-commerce solution, affiliate
program, and a media event to celebrate
Wellness Month, we continue to innovate
and adapt to meet the changing needs of
the industry. Our focus remains on fostering
meaningful relationships, driving growth, and
celebrating the impact of wellness.
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Can you describe the unique aspects
of Live Love Spa events compared to
traditional trade shows?
Live Love Spa events are anything but your
traditional trade shows! We know how
exhausting trade shows can be – you’re on
your feet all day, wandering around a maze of
booths, trying to squeeze in conversations, let
alone make the meetings meaningful.
Our events are intimate and experiential,
where you can actually try the products
and services in a spa environment, just as
your guests would. It’s all about creating
a comfortable and engaging setting where
genuine connections can happen naturally.
We also sprinkle in a bit of our secret sauce;
fun, interactive activities and networking
sessions that feel more like a wellness
event than a business event. The idea is to
leave you more informed, rejuvenated, and
inspired. At the end of the day, you walk away
with new ideas, new partnerships, and even
a little glow! It’s a unique way to do business
and build relationships, and we love that our
community embraces it with open arms (and
sometimes in a spa robe!).
Can you talk about the importance of
community and why it matters in this
or any industry?
Community is the heart of everything we
do at Live Love Spa. In our industry, where
we dedicate ourselves to enhancing the
wellbeing of others, having a supportive
network makes all the difference. Being a
part of this community means you’re valued
and supported. You can pick up the phone
and reach out to someone to share ideas,
ask for advice, or even collaborate on a
new project. Live Love Spa is a place where
relationships are built on trust, shared
experiences, and a genuine desire to see
each other succeed.
Whether you’re a spa owner, therapist, or
brand, having a strong network means you’re
not alone in navigating challenges. You have
people rooting for you, ready to share their
insights, celebrate your wins, and help you
achieve your goals.
The importance of community can’t be
overstated. When we support each other,
we’re not just growing our businesses, we’re
elevating the entire industry and, ultimately,
helping more people experience the power
of wellness.
We missed National Wellness Month
for this issue but can you talk about
the reasons behind creating this month
and what you hoped to achieve?
I created National Wellness Month in August
of 2018 to support and celebrate the people
and businesses dedicated to helping others
live healthier, more balanced lives. This is
now a nationally recognized month and is
supported by media and industry partners
every August.
We saw an opportunity to amplify the
message of wellness, not only to those in
the industry but to consumers as well. It
was a chance for us to come together as
a collective, spotlight the incredible work
being done, and inspire even more people
to prioritize self-care. We also wanted
to provide an opportunity for our brand
partners to equip spa professionals and
wellness businesses with marketing tools,
resources, and partnerships to engage their
communities and promote their offerings
in a meaningful way. Wellness Month has
become a platform that supports businesses
connecting with their audience, sharing their
expertise, and building awareness, all while
celebrating the spirit of wellness.
What marketing strategies have been
most effective for Live Love Spa?
One of our most effective marketing
strategies is experiential marketing.
We don’t just talk about products or trends
– we let people experience them firsthand,
and in spa environments. Something magical
happens when you see, touch, and feel
the products yourself – it builds a stronger
emotional and practical connection.
Another key strategy is building solid
relationships. We genuinely care about our
community, which creates trust and value.
Wellness Month, for example, has been a
fantastic way to unite the industry around a
common cause. By creating initiatives that
everyone can participate in, we amplify our
message and make a bigger impact together
than we ever could alone.
Lastly, we’re very intentional with our
outreach – every email and every invitation
is personalized and thoughtful. We want our
community to always feel valued and seen.
So, in short, it’s a blend of creating authentic
experiences, building relationships, and
staying connected and relevant – that’s
what’s driven our success and engagement.
And we always add a little fun and
personality along the way!
What marketing advice
can you share for hotels, spas, and
hospitality businesses?
Make it easy for someone to say “Yes, I want
that!” Think about how you can simplify the
decision-making process for your customers. If
there are too many layers and considerations,
people won’t take the time to sort through it all.
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Package your offerings in a straightforward
and compelling way. Instead of
overwhelming customers with too many
options or complex pricing structures,
focus on clear messaging and value-driven
packages. You want to eliminate any friction
and make it effortless for them to say, “Yes,
I’ll book that right now!”
Emphasize what makes your property
or service unique – a signature spa
treatment, a special amenity, or a oneof-a-kind
experience. Show them the
value, make buying easy, and create a
little urgency with exclusive perks or
limited-time offers. When guests see
something beautifully packaged, clearly
communicated, and ready to go, they’re far
more likely to jump at the opportunity.
How do you ensure that Live Love
Spa stays ahead of trends in the
wellness industry?
Staying ahead of trends in the wellness industry
is in my blood. As a first-born Korean, I was
raised with a mindset of striving for excellence
and always looking ahead. This drive fuels my
passion for what I do and keeps me on the
pulse of industry trends.
I’m constantly learning, whether it’s through
research, attending industry events, or being
around individuals who are setting the trends
themselves. I believe that to be a true leader
in the industry, you have to surround yourself
with innovators and forward-thinkers. It’s those
conversations and shared insights that help
us keep our finger on the pulse and continue
pushing boundaries.
At Live Love Spa, we’re not just watching trends,
we’re actively part of the conversation that
shapes them.
In what ways can hotels and resorts
better integrate wellness into their
customer experience?
Hotels and resorts have an incredible
opportunity to become true wellness advisors
for their guests rather than just offering a oneand-done
facial or massage. It’s about looking
beyond the treatment menu and thinking
about how they can support their guests’ entire
wellness journey.
Be the place where guests discover new
rituals, products, and practices that elevate
their wellbeing. Even if your resort caters to a
transient audience, you can create experiences
that introduce something new, like contrast
bathing, meditation techniques, or a CBDinfused
treatment. Then, guide them with the
next steps they can implement when they get
home or an easy way to purchase the at-home
experience and have it shipped to their home.
Suddenly, you’re not just a spa; you’re a trusted
source for wellness solutions, and guests will
rave about their experience long after they’ve
left, and think of you whenever they need
wellness advice or inspiration!
What are you excited about?
I’m most excited about wellness having its
moment! People are finally seeking out what
we’ve been championing for years. Wellness
is no longer a “nice-to-have” – it’s essential,
and everyone’s starting to see that. Creativity
is thriving right now, whether it’s in how
wellness is integrated into architecture or
how experiences are designed to be more
meaningful and transformative. The next 10
years will be full of innovation and expansion,
and I can’t wait to see how far we can take it!
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CBD may help protect against
skin cancer (study)
Study finds CBD may help protect against
ultraviolet-A radiation, which can age the skin
and possibly lead to skin cancer
A study led by researchers from the George
Washington University School of Medicine
and Health Sciences, in collaboration with the
Center for Clinical and Cosmetic Research in
Aventura, Florida, has found evidence that
CBD may help protect against ultraviolet-A
radiation, which can age the skin and possibly
lead to skin cancer. And this time list year we
were wondering if the CBD craze was over.
to assess for cellular and DNA damage
associated with UVA exposure.
“This innovative trial is the first to establish
the potential protective capacity of CBD,
when purposefully delivered, in humans
against the harmful effects of UVA radiation,
both validating and marking a significant
advancement in the field of cannabinoid
based skin care,” said Adam Friedman,
professor and chair of dermatology at the
GW School of Medicine and Health Sciences,
in a statement.
reduced DNA damage and DNA
mutations associated with UVA-induced
skin aging/damage and skin cancer.
“These findings will hopefully
reinvigorate research efforts and
investment in translating the preclinical
knowledge we have on the impact of
CBD in the skin to many areas within
dermatology and beyond,” Friedman
said.
This small clinical trial involved 19
participants who applied either a nanoencapsulated
CBD cream or the same cream
without CBD to spots on the skin of the
buttocks twice daily for 14 days. After this,
the treated skin areas were exposed to up to
three times the amount of ultraviolet
radiation needed to burn/injure the skin.
After 24 hours, skin biopsies were taken for
detailed analysis
Twenty-one percent of participants showed
less redness on the CBD-treated skin
compared to control-treated skin at 24 hours
after exposure. Skin thickening on biopsies,
which would be caused by sun exposure,
was significantly reduced in the CBD-treated
skin compared to controls, suggesting the
possibility that CBD acts as a prevention
against UVA skin cell injury. Most importantly,
application of CBD cream was associated with
13 | Spa Executive

Featured property:
Four Seasons Hotel Rabat at Kasr Al Bahr
Four Seasons Hotel Rabat at Kasr Al Bahr is an
oceanfront oasis in the heart of Morocco’s “City
of Lights”
Four Seasons Hotel Rabat at Kasr Al Bahr has
opened its doors, a glamorously restored
property featuring lush gardens surrounding
a majestic 18th century royal residence. The
oceanfront oasis in the heart of Morocco’s
“City of Lights” is just minutes from the
historic Kasbah, the Medina, and the city’s
most important business addresses.
“Rabat is a city whose moment has arrived,”
says General Manager Gregory Viaud in
a statement. “Four Seasons is unveiling a
new era of luxury and glamor, building on
our reputation for personalized service
with genuine heart. Our team cannot wait
to introduce the property to our guests,
and welcome local residents to a familiar
landmark that has been totally transformed.”
A new chapter for a royal home
The opening of Four Seasons marks a new
chapter for the historic Kasr Al Bahr, or the
“Palace by the Sea.” This magnificent complex of
buildings on Rabat’s Atlantic coastline was built
in the 18th century as the summer palace of
Morocco’s Sultan Moulay Slimane. It was later
used as a military hospital, and is now a luxury
resort hotel. The five-hectare (twelve-acre)
oceanfront site features eleven buildings in total
– five brand new and six historical – balancing
authentic historical detail with chic modern
design. Those who know the site’s history will be
dazzled by its revival.
Four Seasons Hotel Rabat at Kasr Al Bahr offers
a range of accommodation options, including
200 guest rooms and suites, most with
balconies or terraces, many with breathtaking
ocean views, and some with a rooftop terrace
or plunge pool. The crown jewel among the
signature suites is the lavish Sultan’s Riad, set
within the fully restored and expanded Sultan’s
original residence, which was built in 1792. This
three-bedroom, two story suite encompasses
nearly 1,000 square meters (10,000 square feet)
of beautifully appointed interiors and features
its own private terrace and infinity-style
swimming pool.
Dining and drinks venues include three
signature experiences – Brasserie Marie for
French bistro cuisine, Verdello for flavourful
Mediterranean and Italian fare, and the all day
dining Flamme with a sumptuous veranda
overlooking the pools. Noora Lobby Lounge
serves a luxurious afternoon tea, and Bar
Atlantique serves cocktails prepared by a team
of creative mixologists.
The newly-built event center encompasses
2,700 square meters (29,000 square feet) of
indoor-outdoor space and includes the Royal
Ballroom, a junior ballroom, seven breakout
rooms, and an open-air terrace with Atlantic
Ocean views for sunny daytime events and starstudded
receptions by night.
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The Spa at Four Seasons Hotel Rabat
at Kasr Al Bahr
The Spa at Four Seasons is a wellbeing retreat
fit for royalty. An elegant ocean-view wellness
sanctuary with ten private treatment rooms, a
traditional Moroccan hammam, a full-service
salon, and a stunning indoor saltwater pool, the
Spa at Four Seasons invites guests to indulge in
wellness rituals inspired by ancient Moroccan
healing traditions. A resort-style pool and
an ocean-view infinity pool are set amid the
gardens of palm, olive, and citrus trees. A 24-
hour fitness center includes an outdoor terrace
for yoga classes. Sophisticated Four Seasons
service in a calm and ultra-luxury oasis.
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Hilton’s Amanda Al Masri talks about 2025
travel trends
Hilton recently released its 2025 Trends
Report: The Vacation Maximized, covering
travel trends to watch in the coming year.
Hilton surveyed 13,000 adults from 13
countries, with plans to travel in the next
12 months; collected feedback from
over 4,100 Hilton team members; and
conducted interviews with Hilton travel
experts. According to the report, travelers
in 2025 will be looking to pair their desire
to relax and recharge with high-impact
adventures and experiences to maximize
time and financial investment.
“Our 2025 Trends Report uncovers what has
been simmering for years – the intersection
of work and play; of relaxation and adventure;
of being alone but together. Travelers don’t
just want to choose their own adventure –
they want to maximize every moment of their
time away,” said Chris Nassetta, president and
chief executive officer, Hilton. “This new data
reveals a fascinating dichotomy and growing
focus on experiences that will keep us on our
16 | Spa Executive
toes, constantly evolving to meet the needs of
tomorrow’s traveler.”
Trends include adventure seeking, slow
travel, nostalgic travel, high tech meets
digital detox, and solo travel (which Hilton
calls “MeMooning”).
Some insights from the study:
7 in 10 global travelers enjoy being
active when traveling, with 1 in 5
leisure travelers planning outdoor
adventures in 2025.
1 in 5 global travelers indulge in
“hurkle-durkling,” the Scottish phrase
for “lounging in bed all day” while
on vacation.
More than a quarter of travelers will
book a spa or wellness treatment to
enhance their sleep.
58% of global travelers who
travel with their kids revisit
destinations from their own
childhood, embracing nostalgia.
1 in 4 leisure travelers are planning
to explore the world and different
cultures in 2025, leaning into the slow
travel trend: “the act of traveling and
immersing yourself into a destination
for an extended time as a local to fully
experience the culture.”
63% of travelers place importance on
having the option of a digital room
key, allowing them to go straight to
their room without stopping at the
front desk.
24% of global travelers disconnect
from social media more than they
used to during vacations.
70% of travelers with children choose
vacation destinations based on their
children’s preferences.
64% of solo travelers consider a good
book their favorite travel partner.
Nearly 1 in 5 global leisure travelers
seek out new restaurants or culinary
experiences, with 50% of travelers
booking restaurant reservations
before their flights.

We spoke with Amanda Al Masri, Hilton’s
Global Vice President of Wellness, about
these predictions and how Hilton is
accommodating solo travelers and those
seeking better sleep and digital balance.
Here’s what she had to say:
Which of the trends mentioned in the
report are you most interested in or
excited about?
Hilton’s 2025 Trends Report unveils the rising
travel trends predicted to ignite conversation
and innovation while reshaping the travel
experience in 2025. From my perspective, one
of the most interesting areas we explored was
the evolution of sleep tourism. For instance,
we found that over half the world – and 2/3
of Americans – admitted to sleeping better
in hotels. Additionally, 2 in 5 travelers choose
hotels where they think they can achieve a
better night’s sleep. This data underscores
the importance of sleep in the guest wellness
experience, and at Hilton, we are continuously
evaluating the entire ecosystem – the different
touch points and experiences that the guest
has on-property – that impact rest. These
findings highlight new opportunities for us
to innovate across our global portfolio and
further enhance guests’ stays.
Can you talk about the trends
specific to wellness and how hotels
and spas can prepare and adapt?
As sleep tourism has changed, even over
the past year, we’ve been listening loudly
to what that means to different types of
travelers. For example, our report revealed
that 1 in 5 global travelers enjoys hurkledurkling,
or intentionally lounging all day in
bed, while on vacation, and younger travelers
(30% of Zillennials) embrace this trend even
more enthusiastically than Gen X and Baby
Boomers (11%). We also found that more than
1 in 4 travelers will book a spa or wellness
treatment to enhance their sleep while on
vacation. These are distinct areas of the sleep
tourism conversation that we’ve taken note
of, especially as Hilton properties around the
world are well-positioned to meet the needs of
these relaxation-focused travelers.
To cater to these growing trends, hotels can
first focus on delivering dependable basics
like high-quality mattresses. While all Hilton
brands offer unique and exclusive bedding,
Canopy by Hilton offers a gel memory foam
mattress and Serta Cool Balance ® technology,
with the brand’s signature canopy frame.
Motto by Hilton has equipped its rooms
with top-notch mattresses, sound-absorbing
surroundings and smart technology available
through the Hilton Honors app. Once the
basics are addressed, hotels can introduce
special spa packages for sleep-seeking
travelers. Hilton properties across the global
portfolio have done this, including Conrad
Chia Laguna Sardinia, which offers a holistic
anti-stress program combining yoga therapy
with meditation, aimed at delivering guests a
better night’s rest. Similarly, Arizona Biltmore,
LXR Hotels & Resorts offers signature services
targeted at winding down and delivering
the best night’s rest possible, including the
50-minute Celestial Circadian Ritual featuring
a warm magnesium scrub and essential oil
application on acupuncture points targeting
relaxation and restful sleep.
How does Hilton balance high tech
with the desire for digital detox?
At Hilton, we recognize that today’s travelers
want the best of both worlds – efficient
technology and the ability to unplug when
needed. We provide technology that
enhances the guest experience without
overwhelming it. For example, we found
that 63% of travelers want to use a digital
room key. Our Digital Key and Digital Check-
In allow Hilton Honors members to bypass
the front desk and go straight to their room,
offering a more seamless experience. At
the same time, we’ve designed spaces that
encourage guests to disconnect, such as the
Wellness Rooms at Grand Wailea, A Waldorf
Astoria Resort. With 70% of luxury travelers
choosing hotels with sleep-centric amenities,
the Wellness Rooms feature offerings such
as a Technogym Movement Kit, Therabody
recovery tools, including JetBoots, Theragun
and SmartGoggles, an air purifier, blackout
curtains, a Loftie smart alarm clock and access
to Kilolani Spa’s extensive thermal areas.
This balance allows guests to engage with
technology on their terms, whether looking for
efficiency or moments of mindfulness.
The concept of ‘MeMooners’ is
highlighted in the report. How is
Hilton catering to solo travelers
seeking personalized experiences?
With 50% of global respondents often traveling
alone, solo travel has become a driving force
in the industry, and Hilton is committed
to offering ‘MeMooners’ experiences that
support their journey of self-care and
exploration. From mindful dining to tailored
spa treatments, we want to ensure that solo
travelers feel seen, valued and cared for.
For example, our research shows that solo
travelers value flexibility and personalization,
and many of our properties offer tasting
menus and smaller portion sizes to create a
more satisfying dining experience. For those
looking for deeper relaxation, our spas provide
individualized treatments that cater to their
wellness goals. No matter where solo guests
are on their journey, our goal is to create
an environment that allows guests to relax,
recharge and fully focus on themselves.
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Can you talk about sleep tourism and
programs you have that are helping
travelers get better sleep?
After the challenges of the last few years, we’ve
seen a heightened desire from travelers to
relax while on the road. Personal wellness
matters more than ever, and we know from
our research and from hearing directly from
guests, that there is an increased focus on
getting a good night’s sleep when away from
home. As demonstrated by the increased
popularity of sleep tourism, travelers are
taking that extra step to seek out unique
experiences, amenities and environments that
help them achieve their sleep goals, with some
even planning entire trips around relaxation.
traveling. Hilton’s Confirmed Connecting
Rooms allow guests to easily book and
instantly confirm adjoining rooms, providing
the perfect solution for families or couples
who want to stay close while still enjoying the
privacy and sleep quality that separate beds
and rooms can offer.
We know all guests across all brands, globally,
are looking for and expect a good night’s
sleep when arriving at our hotels. While there
are sleep touchpoints present in every stay,
Hilton’s commitment to enhancing the guest
sleep experience is also exemplified through
specialized offerings across our brands and
properties. For example, we announced a
partnership with sleep science expert Dr.
Rebecca Robbins earlier this year to infuse
evidence-based research and scientific
insights into sleep program design at Hilton.
This includes new programming, such as the
introduction of Sleep Retreats at Grand Wailea,
A Waldorf Astoria Resort in Maui, Hawaii. The
multi-day retreat led guests through a series of
tailored activities, discussions, strategies and
meditations, designed to help promote the
best night’s sleep.
Additionally, our report found that nearly
two-thirds (63%) of travelers admit to sleeping
better when sleeping alone. In fact, 37% of
travelers prefer to sleep in a separate bed
from their partner when traveling, and most
of those traveling with children (3 in 4) think
it’s best to sleep apart from their kids while
18 | Spa Executive