SPA EXECUTIVE JAN-FEB 2025

ISSUE #63 JANUARY-FEBRUARY 2025
SPA EXECUTIVE
FOR LEADERS IN THE BUSINESS OF WELLNESS
THE REVPAG ISSUE
90+ IDEAS & INSIGHTS FOR INCREASING
REVENUE PER AVAILABLE GUEST
SPOTLIGHT
W Hotels’ Luna Maye on sound healing
and her new Director of Wellness role
REVENUE
39 recurring revenue ideas for your
spa or wellness business
41 add-on and upsell ideas to
increase revenue for your spa
5 tips for increasing your spa’s
retail sales revenue

PUBLISHER
Roger Sholanki
EDITOR, CREATIVE DIRECTOR
Elizabeth Bromstein
Note from the Editor
Dear readers,
DESIGNER
Design Pickle
AD SALES,
CONTRIBUTING EDITOR,
PRODUCTION MANAGER
Sal Capizzi
Revenue per available guest -- RevPAG – is having its moment. Not just another industry
acronym, RevPAG is a fundamental shift in how hotels, resorts, and spas measure success.
For years, hospitality has centered on RevPAR, optimizing revenue per available room while
treating ancillary services as secondary. But guest expectations have changed, and today’s
travelers aren’t just booking a place to stay; they’re investing in experiences, wellbeing, and
personalization. They want curated itineraries, exclusive wellness treatments, immersive
activities, and seamless ways to enhance their stays.
This issue of Spa Executive is dedicated to helping you maximize RevPAG, packed with
ideas and insights designed to increase revenue per guest. We explore 39 recurring
revenue models that can transform your spa or wellness business, from memberships to
subscription boxes. We share 42 high-impact upselling strategies that elevate guest
experiences while driving profitability. And we highlight expert-backed approaches to
optimizing retail sales, because a strong product offering can be just as valuable as a
premium treatment.
Beyond the numbers, we also take a deep dive into the evolving world of wellness. In this
month’s Spotlight, we speak with Luna Maye, W Hotels’ new Director of Wellness at AWAY
Spa Philadelphia, about her vision for the future of spa and sound healing. Her insights into
how sound and frequency can impact well-being offer a fresh perspective on how sensory
experiences shape the guest journey.
Our Wellness section covers the latest research into sound healing and its potential as a
non-invasive tool for stress relief, sleep enhancement, and even pain management. And we
explore cutting-edge yield management strategies that help spas and hotels increase
revenue without discounting, because luxury should be about perceived value, not price
reductions.
As we move deeper into 2025, it’s clear that the hospitality businesses leading the way are
those that recognize the full revenue potential of every guest interaction. From premium
cabanas and curated spa experiences to wellness memberships and dynamic pricing
models, every aspect of a guest’s stay is an opportunity to increase engagement and
profitability.
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.
Elizabeth Bromstein
Editor, Spa Executive

Contents
JAN-FEB 2025
Issue 63
In this month’s issue:
REVENUE PER AVAILABLE GUEST:
THE REVPAG ISSUE
4
6
9
11
13
16
18
20
22
25
27
Revenue strategies beyond RevPAR: unlocking
the hidden profit in hotels and resorts
41 add-on and upsell ideas to increase
revenue for your spa
6 creative yield management strategies for spas,
hotels & resorts
5 tips for increasing your spa’s retail sales
revenue from Trilogy’s Carrie Ummel
39 recurring revenue ideas for your spa or
wellness business
Customer satisfaction surveys: questions to
ask about your hotel & spa
Membership programs: create loyal members
by solving pain points
How Agilysys Digital Marketing integration
enhances revenue strategies
SPOTLIGHT
Luna Maye on her new Director of Wellness role
at W Philadelphia & the healing power of sound
FEATURED PROPERTY
Bvlgari Hotel Tokyo
WELLNESS
The sound science of sound healing

REVENUE PER AVAILABLE GUEST:
THE REVPAG ISSUE
Revenue strategies beyond RevPAR: unlocking
the hidden profit in hotels and resorts
RevPAR isn’t enough. Research has found that,
on average, 68% of hotel revenue comes from
rooms, while 32% comes from food & beverage,
spas, activities, parking, and other services. How
to maximize these additional revenue streams.
This month’s Spa Executive is about all the things
RevPAG we could cram into one issue.
The hotel industry has long prioritized
revenue per available room (RevPAR),
with ancillary services often treated as
secondary. But guest expectations have
changed, and people are increasingly
booking hotels and resorts for unique,
immersive experiences. From dining to
spa to curated activities, workshops and
wellness, travelers want more than a place
to lay their heads.
Hilton’s 2025 Trends Report predicted
that 2025 would be the “Year of the
Travel Maximizer.” Chris Nassetta, Hilton’s
President and CEO said, “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.”
Recent research from diverse sources has
also found that:
72% of affluent travelers around the
world, are more likely to book a hotel
if it has specialized wellness options,
like salt rooms or ice baths (this rises
to 93% among Chinese travelers).
(Altiant & Hyatt)
62% of respondents prioritize spa
experiences. (Altiant & Hyatt)
52% are drawn to nature immersions.
(Altiant & Hyatt)
54% are interested in therapeutic
interventions like acupuncture. (Altiant
& Hyatt)
49% seek exercise classes.
(Altiant & Hyatt)
59% of American travelers
participated in outdoor adventure
activities during trips taken in
2023. (Skift)
63% of luxury travelers say they
are likely to seek out adventurous
activities. (Skift)
In the 12 weeks leading up to a trip,
people searched for experiences
three times more than they did for
hotel bookings and eight times more
than for flights. (Google)
Spas, activities, and premium add-ons
remain underutilized revenue sources in
many hotels and resorts. Meanwhile, rising
labor and operational costs are increasing
the pressure to find additional revenue
streams beyond RevPAR.
Moving beyond RevPAR a total
revenue perspective
Research by CoStar Group has found that,
on average, 68% of hotel revenue comes
from rooms, while 32% comes from food
& beverage, spas, activities, parking, and
other services. While rooms generate
steady income, many hotels overlook
high-margin opportunities in ancillary
services. Instead of focusing solely on
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occupancy and average daily rate, hotels
should be prioritizing total guest spend
to maximize profitability. The metric that
measures this total spend is RevPAG.
We know that guests are increasingly willing
to pay for curated, exclusive experiences,
and sometimes even small changes can
turn these often already existing amenities
into bigger profit drivers.
Easy ways to move beyond RevPAR and
promote ancillary revenue offerings include
taking simple actions like the following:
1.
2.
3.
4.
5.
Auto-prompt spa and activity booking
with room reservation. Use hotel
booking software to suggest a spa
treatment or excursion immediately
after guests book their stay.
In-room and lobby QR Codes for
instant booking. Place QR codes in
guest rooms and in strategic locations
throughout the property linking
directly to the spa and activities
booking page.
Automated pre-arrival spa reminders.
Send spa promotions via email or SMS
before check-in.
Smart spa and activity offers based
on length of stay. Automatically offer
spa perks to guests staying multiple
nights. Example: “Staying 3+ nights?
Enjoy a complimentary 15-minute foot
massage when you book any service.”
Effortless pool & gym cross-promotion.
Use digital signage at the pool and
gym to promote spa recovery services.
Example: “Sore muscles? Recover with
a massage—stop by the spa or book
on your phone.”
and past behavior. Automated pre-arrival
emails and in-app notifications can suggest
relevant experiences, encouraging guests to
book before they even set foot on
the property.
Don’t forget your cabanas & day beds
Luxury hotels can optimize cabana and
day bed rentals by integrating dynamic
pricing models that adjust rates based
on demand, weather conditions, and
peak times. Mobile ordering for food and
beverage service in these areas can drive
additional revenue, while premium addons—such
as exclusive cocktail menus,
private spa treatments, or personalized
concierge service—can increase guest
spend. Smart cabana management
systems can allow guests to reserve and
customize their experience digitally,
creating a seamless and enticing offering.
Leveraging AI & automation for upselling
Hotels and resorts can use a Generative
AI-assisted spa concierge to guide guests
through availability inquiries and booking
experiences. T=This technology enables
around-the-clock end-to-end live booking
experiences without additional staff,
elevating revenue by making it easy for
guests to book whenever they are ready.
Integrated mobile payment solutions
Expanding private and VIP offerings
Personalized VIP experiences — such
as private chef dining, bespoke wellness
journeys, or guided adventure tours — can
become high-value revenue drivers when
marketed effectively. Data-driven insights
can help tailor exclusive packages that
appeal to high-spending guests.
By fully embracing a tech-driven, guestcentric
approach, hotels can move beyond
traditional revenue models and create
immersive, high-value experiences that
drive total guest spend while enhancing
satisfaction and loyalty.
Technology’s role in maximizing
non-room revenue
Hotels can leverage technology to streamline
and enhance ancillary revenue opportunities.
Smart booking platforms and AI-driven
personalization tools can help upsell spa
treatments, adventure experiences, and
wellness add-ons based on guest preferences
Mobile payment solutions make it easier
for guests to explore, book, and pay for
ancillary services with just a few taps.
Whether it’s reserving a premium cabana,
adding a guided excursion, or ordering an
in-room wellness package, a frictionless
digital experience encourages greater
participation and higher overall spend.
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REVENUE PER AVAILABLE GUEST:
THE REVPAG ISSUE
41 add-on and upsell ideas to increase
revenue for your spa
Affordable, high-impact add-ons and upsells
show that delivering exceptional guest
experiences doesn’t have to come with a hefty
price tag for you or the customer.
Luxury hotels and spas should always be
seeking ways to elevate the guest experience
while keeping operational costs in check.
One effective strategy is the introduction
of thoughtful, low-cost service add-ons and
upsells that enhance perceived value without
significantly impacting the spa’s bottom
line. Small touches can create memorable
experiences for guests while providing
opportunities to increase revenue per visit.
Spas can integrate affordable, high-impact
add-ons and upsells into their services,
showing that delivering exceptional guest
experiences doesn’t have to come with a hefty
price tag for you or the customer — even the
most affluent consumers appreciate a good
deal. By strategically choosing enhancements
that align with guest expectations and wellness
trends, spas can achieve higher profitability
while maintaining the high standards their
clientele expect. Below, we’ve calculated
just how much these strategies can increase
revenue, but first:
Here are 41 ideas for low- or- no- cost
add-ons and upsells you can offer in
your spa
1. Crystal-infused aromatherapy
Guests choose from crystal-infused
essential oils for their treatment, like rose
quartz for love or amethyst for relaxation.
2. Sound bath enhancement
Add a short sound therapy session with
Tibetan singing bowls or crystal bowls to
any massage or facial.
3. CBD-infused treatments
Offer a CBD oil upgrade for massages to
enhance relaxation and reduce inflammation.
4. Customized body scrubs
Guests create their own exfoliating scrub
by selecting from unique ingredients like
coffee grounds, Himalayan salt, and exotic
fruit extracts.
5. Reflexology add-on
A 15-minute reflexology session to relieve
tension and improve circulation through
foot pressure points.
6. Scalp and hair ritual
Include a deeply nourishing scalp massage
with essential oils and a hydrating hair
mask during any treatment.
7. Sleep ritual therapy
Offer a guided sleep meditation or
aromatherapy pillow mist for guests
struggling with sleep.
8. Mini Reiki healing session
A brief energy balancing session to align
chakras and promote inner harmony.
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9. Handwritten affirmations or
affirmation cards
Guests receive personalized affirmations,
printed affirmation cards, or mantras to take
home with a positive or inspiring message.
10. Infrared therapy blanket
Incorporate an infrared blanket for muscle
relaxation and detoxification before or
after the main treatment.
11. Gua sha facial massage
Add a gua sha tool session for lifting and
lymphatic drainage during facials.
12. Herbal foot soak
Start treatments with a soothing soak
using local or seasonal herbs and flowers.
13. Hand and foot paraffin treatment
Offer warm paraffin wraps to deeply
moisturize hands and feet.
14. Hydration booster
Add a hydration-focused product like a
hyaluronic acid serum to facial treatments
for a glowing finish.
15. Eye and lip treatments
Offer a collagen-boosting mask for the eyes
and/or a nourishing lip scrub and balm.
16. Hot stone treatment
Include hot stones applied to specific
tension areas during a massage.
17. Aromatherapy sensory journey
Let guests create their own essential oil
blend to use during their treatment and
take home.
18. Digital detox kit
Offer a pouch with a lockable phone case,
aromatherapy roller, and a mindfulness
journal to encourage tech-free relaxation.
19. Detox tea pairing
Serve a specially formulated herbal
tea post-treatment to complement
the guest’s chosen therapy, such as a
calming chamomile tea or detoxifying
green tea blend.
20. DIY relaxation playlist
Let guests choose from curated playlists
(e.g., nature sounds, classical, or
meditative music) during their treatment.
21. Guided breathing exercise
Begin treatments with a short, guided
breathing exercise to promote relaxation.
22. Mood-lighting options
Allow guests to customize the lighting in the
treatment room (dim, soft glow, or candlelight).
23. Cold eye compress
Offer a chilled compress infused with cucumber
or chamomile for a quick eye refresh.
24. Guided visualization
Offer a short visualization exercise (e.g.,
imagining a serene beach or forest) before
the treatment begins.
25. Stretching session and
stretch recommendations
End the treatment with a guided 2-minute
stretch to release tension and share simple,
tailored stretches guests can do at home.
26. Hand massage
Include a hand massage while a facial
mask sets or finish treatments with a
luxurious, scented hand cream.
27. Wellness journaling prompt
Provide a journal page with prompts for
gratitude or mindfulness to take home.
28. Exfoliating foot scrub
Incorporate a quick sugar or salt foot
scrub during pedicures or massages.
29. DIY herbal sachets
Provide guests with a small sachet of dried
herbs like lavender or chamomile to take
home as a relaxation aid.
30. Aromatherapy eye mask
Use a lightly scented eye mask during treatments
to relieve stress and reduce puffiness.
31. Chakra stone placement
Enhance relaxation by placing small
chakra stones on key energy points during
massages or body treatments.
32. Warm bamboo sticks
Incorporate warm bamboo sticks for a brief
muscle-relieving massage on tension points.
33. Hydrating sheet mask
Use a quick, hydrating sheet mask during
treatments for an extra boost of moisture.
34. Personalized scent roller
Create a small aromatherapy rollerball
blend for guests to take home,
personalized to their preferences.
35. Herbal tea infusion kits
Provide a small sachet of herbal tea (loose
leaf or bags) for guests to enjoy at home
after their spa day.
36. Handmade bath salts
Offer a small jar of scented bath salts as a
post-treatment gift or optional upgrade.
37. Post-treatment glow spray
Spritz a refreshing facial mist infused with
rose water or aloe after facials or massages.
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38. Candlelight enhancement
Add small candles to the treatment room and
offer guests a votive candle to take home.
39. Dry brushing session
Begin treatments with a dry brushing
technique to exfoliate and promote circulation.
40. Charcoal or clay detox mask
Add a detoxifying mask for hands, feet, or
face during body treatments.
41. Wellness smoothie flight
Offer a tasting flight of healthy smoothies
or juice blends post-treatment.
How much can add-ons and upsells
increase spa & hotel revenue?
By leveraging your existing customer
base and enhancing their experience
with additional offerings, businesses can
significantly boost revenue without the
need for extensive capital investments.
Suzanne Holbrook, Senior Director of
Spa Operations for Marriott and Ritz
Carlton, told Spa Executive in a 2021
interview about a program that generated
outstanding results:
You too can increase profits with these same
tactics. Let’s do some math.
Looking at potential incremental revenue
generated by offering $15 add-ons to $150
services to half of a spa’s clientele, we’ve
segmented this into weekday and weekend
revenues for a spa that operates year-round
except for an estimated 12 major holidays.
From Monday to Wednesday, let’s assume
the spa administers 40 treatments daily at
$150. After adjusting for holiday closures,
there are approximately 150 of these
days annually. By selling $15 upsells to
50% of customers, the additional revenue
amounts to approximately $45,257.
From Thursday to Sunday, let’s assume the
spa sells a higher volume of treatments,
approximately 200 per day. After
adjusting for the holiday closures, there
are about 200 of these days. Using the
same upsell strategy during these days
results in an increased annual revenue
of approximately $301,714. In a more
expensive spa, selling $250 services and
add-ons for an average $25, this number
jumps to an annual increase of $578,286,
or well over half a million dollars.
“I launched a company-wide program
about 11 years ago called Spa Plus,
where the front desk or therapist would
be financially incentivized for offering an
upgrade within treatment time, like stones,
face masks, CBD, scalp treatments etc,
for an additional cost. We developed a
comprehensive training platform including
manuals and videos to ensure the teams
were fully educated and prepared.” By
2019, revenue had increased by $8 million
with an 80% profit.
This analysis clearly demonstrates the
financial benefits of adopting targeted
upsell strategies.
Incorporating thoughtfully curated addons
and upsells into your spa’s service
menu is both a strategy for enhancing
the guest experience and a proven path
to significantly boosting revenue. With
the right approach, your spa can deliver
exceptional value while reaping the rewards
of increased financial performance.
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| Spa Executive

REVENUE PER AVAILABLE GUEST:
THE REVPAG ISSUE
6 creative yield management strategies for
spas, hotels & resorts
Some creative yield management approaches
that go beyond conventional demand-based
pricing models.
Effective yield management isn’t just about
dynamic pricing (as much as we do love
dynamic pricing). It’s about optimizing revenue
in ways that enhance the guest experience.
By leveraging innovative strategies, spas,
hotels, and resorts can maximize revenue
across multiple touchpoints without resorting
to discounting, which can damage brand
reputation and erode profitability. Here are
some creative yield management approaches
that go beyond conventional demand-based
pricing models.
1. Exclusive, bespoke spa and
wellness packages
Instead of offering standard promotions,
tailor spa and wellness packages to
specific guest segments with an emphasis
on exclusivity and personalization. A luxury
resort spa could introduce a Wellness
Immersion Retreat featuring a multi-day
experience with private spa treatments,
customized nutrition consultations, guided
mindfulness sessions, and access to a
VIP relaxation lounge. Guests could enjoy
priority scheduling, in-suite aromatherapy,
and exclusive wellness concierge services,
ensuring an ultra-personalized stay that
justifies premium pricing.
2. Gamification to drive early bookings
Gamification can make the booking process
more interactive while encouraging early
reservations. A spa could implement a Book
& Indulge system where guests who book
treatments in advance receive a surprise
luxury enhancement revealed upon arrival.
Rewards could include a complimentary
treatment add-on, priority access to
thermal experiences, a personalized
product gift, or a glass of champagne upon
check-in. This creates excitement without
undercutting pricing, strengthening guest
engagement while boosting spa bookings.
3. Time-based pricing for increased
spa utilization
Spas can implement time-sensitive pricing
strategies to optimize occupancy while
adding flexibility for guests. Examples include:
Premium hourly access – Offer limitedtime
access to high-value amenities like
hydrotherapy circuits, private relaxation
suites, or high-end fitness classes, catering
to guests who prefer short but immersive
wellness experiences.
Off-peak wellness perks – Instead of
discounting treatments, introduce Tranquil
Hours, where guests who book during nonpeak
times receive enhanced benefits like
an extended massage, a guided meditation
session, or a customized post-treatment
wellness plan.
Day-use spa escapes – Create exclusive
daytime spa experiences for business
travelers or leisure guests, bundling signature
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treatments with access to pools, saunas,
and relaxation areas without requiring an
overnight stay.
By integrating time-based pricing with
thoughtful guest benefits, spas can drive
incremental revenue while maintaining their
brand’s luxury appeal.
4. Experiential add-ons that drive
ancillary revenue
A well-curated selection of premium
experiences can significantly increase
per-guest revenue. Spas and wellness
retreats can offer:
Private sound healing or guided
meditation sessions
Sommelier-curated wellness tea or
elixir tastings
Personalized skincare workshops with
luxury product sampling
Exclusive after-hours spa access for
VIP guests
These high-margin add-ons enhance the
guest experience while providing new revenue
opportunities beyond standard treatments.
5. Last-minute luxury upgrades
instead of discounts
6. Strategic partnerships for exclusive
pricing opportunities
Partnering with luxury brands, wellness
influencers, or exclusive events can
open up creative yield management
opportunities. For example:
Festival & retreat collaborations – Becoming
the official wellness partner for a highprofile
event allows a spa to offer exclusive
packages while attracting new clientele.
Luxury brand experiences – Offering
exclusive spa treatments featuring high-end
skincare lines, custom fragrance blending,
or personalized beauty consultations in
collaboration with prestige brands can
increase per-guest spending.
A smarter approach to yield management
Creative yield management strategies go
beyond adjusting treatment pricing by
enhancing guest experience, optimizing spa
utilization, and building long-term customer
loyalty. By continually innovating and
adapting to market trends, spas, hotels, and
resorts can achieve sustainable revenue
growth while offering memorable wellness
experiences that keep guests returning.
Rather than offering last-minute price
reductions, spas can upsell premium
treatments or packages at an enticing rate.
For example, a guest booked for a standard
massage could receive an exclusive offer
for a Signature Spa Journey at a preferred
rate, which includes a body scrub, extended
treatment time, and a relaxation suite
experience. This fills premium inventory
that might otherwise go unused while
introducing guests to higher-value offerings.
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REVENUE PER AVAILABLE GUEST:
THE REVPAG ISSUE
5 tips for increasing your spa’s retail sales
revenue from Trilogy’s Carrie Ummel
Spa retail sales often fall short. Improve them
with these tips from retail expert Carrie Ummel
of Trilogy Spa Holdings.
Retail sales in spas often fall short of their
potential. Spas should be moving their
products like crazy — staff are skincare and
self-care experts, after all, and products are
almost always exquisite and top of line. But
this often isn’t the case.
Carrie Ummel
Carrie Ummel is Director of Retail Experience
for Trilogy Spa Holdings, where she works with
resort leadership at four and five diamond
luxury properties to develop retail strategies
that drive sales growth and enhance the
overall guest experience. Ms. Ummel notes
that retail isn’t always top of mind in spas, but
she understands why.
“With the priority of spas focused on
consistently delivering exceptional service
throughout their signature treatments;
offering the perfect escape from the stresses
of daily life for their guests, retail quickly
becomes an afterthought,” Ummel says.
“Embracing the facts that there are so
many moving parts, important demands,
and dare I say surprises in the spa
business – there’s just not a lot of time left
to curate a thoughtful retail experience.
And retail done right, takes time and
resources. Time to source the right
products, set up the account, create the
order, place the order, receive the order,
and don’t forget about merchandising
once it arrives, and so much more.”
This lack of focus on your retail experience,
says Ummel, “can quickly take your guest from
that beautiful Zen feeling to frustration if the
desired product they fell in love with during
their treatment is out of stock, or your team
member is not able to answer their questions,
and/or if the boutique is in disarray making it
too confusing to shop.”
If this sounds like a too familiar experience,
take heart, there are easy ways to improve
the situation. Ummel says, “A spa boutique
offering unique products aligned with the
guest’s experiences during their time with
you, can inspire, delight, and bring them back
for more!”
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Ummel recommends the following 5 proven
sales drivers
5 proven tips for increasing your spa’s
retail sales revenue from Trilogy’s
Carrie Ummel
1. Start with a review of your spa
boutique with the “6 Ps” in mind.
Product: do you have the right
product offering that aligns with your
spa menu? This is not limited to your
skincare collection. If you offer fitness
classes, consider including apparel
guests can wear to attend your classes.
Performance: do your products
actually work? Do they answer your
guests’ real needs? And do you
personally believe in them? It’s very
difficult for most people to sell a
product they don’t believe in.
Price: are your products priced within
your guests’ sweet spot (not yours)
Packaging: is the packaging eye
catching and easy to read? Do you offer
any exclusive private label options?
Placement: is the product easy
for your team to find? Is there a
consistent process as to how the
products are placed on the shelf? For
example, in order of application from
left to right on the shelf.
Product Knowledge: does your team
have the product knowledge and
confidence to answer your guests’
questions and offer suggestions?
Knowledge is power! The better
they know the products, the better
equipped they are to sell them.
mirror this in their homes and/or share
with others as the perfect gift. I love this
option because it appeals to all guests
walking through your door and is “one size
fits all”. A perfect fit every time!
4. Create a “hot spot.” Put this in a
location near the entrance of your spa.
This “hot spot” should tell a story that
relates to the season or an upcoming
holiday, or feature your signature private
logo products; making great gifts and
mementos for your guests to remember
their experience with you.
5. Don’t just deliver a product. Deliver
a memorable experience.
With a thoughtful approach to retail,
spas can enhance the guest experience
while driving sales and, most important,
increase revenue. By curating products
that align with treatments, ensuring team
members are knowledgeable, and creating
an inviting shopping environment, spas
can turn retail from an afterthought into
a seamless extension of their service. As
Ummel emphasizes, a well-executed retail
strategy can inspire guests, elevate their
experience, and keep them coming back.
2. Appoint a retail champion. Select
someone on your team who has a passion
for the products you offer to take on
this role. Knowledge + Enthusiasm =
Success. You can also empower your retail
champion to ensure your Top 10 products
are always in stock, so you never hear
the; “oh I’m so sorry we are out of that
product…” That’s like the sound of nails on
a chalkboard to me!
3. Offer a signature retail item. Is there
a signature scent upon your guest’s arrival
experience? Be sure to offer this product
in your retail collection so that guests can
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REVENUE PER AVAILABLE GUEST:
THE REVPAG ISSUE
39 recurring revenue ideas for your spa or
wellness business
Leveraging recurring revenue creates a more
resilient business model, reducing reliance on
seasonal peaks and optimizing revenue per
guest throughout the year.
Recurring revenue is critical for businesses,
including in the hospitality and wellness
industries, as it provides financial stability,
predictability, and long-term growth. Unlike
one-time transactions, recurring revenue
models, like memberships, subscriptions,
and prepaid service packages, create a
steady cash flow, allowing businesses to plan
investments, manage expenses, and navigate
market volatility with greater confidence. They
also foster customer loyalty by encouraging
repeat engagement and deepening brand
relationships. It’s been said many times that
repeat customers spend significantly more
than new ones, and make up great portions of
revenue contributions.
For spas, hotels, and resorts, leveraging
recurring revenue creates a more resilient
business model, reducing reliance on seasonal
peaks and optimizing revenue per guest
throughout the year.
Here are 39 ideas for generating recurring
revenue for your resort, hotel, and spa:
Membership programs
1. Monthly spa memberships – Offer a set
number of treatments per month at a fixed
fee, ensuring steady revenue and encouraging
repeat visits. Members choose between
facials, massages, or other core services, with
discounts on additional treatments.
2. Tiered membership levels – Create
different membership levels (silver, gold,
platinum) offering increasing perks like
priority booking, additional services, or
exclusive discounts, appealing to different
spending habits.
3. VIP memberships – Provide high-tier
members with priority scheduling, extended
treatment times, exclusive access to premium
products, and personalized services for a truly
luxury experience.
4. Corporate wellness memberships –
Partner with local businesses to provide
employees with spa benefits, such as
monthly chair massages, stress relief
treatments, or wellness coaching, promoting
workplace wellbeing.
5. Local resident memberships –
Encourage repeat visits from nearby
customers by offering special discounts
or exclusive treatment packages for locals,
building loyalty within the community.
Subscription services
6. Skincare product subscriptions – Offer
curated skincare product boxes featuring
spa-recommended or house-branded
products delivered monthly to keep clients
engaged between visits.
13 | Spa Executive

7. Wellness product boxes – Include
aromatherapy, bath soaks, teas, and other
self-care essentials, allowing customers to
enjoy a spa-like experience at home while
reinforcing brand loyalty.
8. Self-care kits – Provide seasonal at-home
spa kits featuring sheet masks, exfoliants, and
tools, encouraging clients to maintain their
skincare routine between appointments.
9. DIY facial or massage kits – Include
professional-grade products for at-home
use, such as face masks, massage oils, and
step-by-step guides, helping clients maintain
results between spa visits.
10. Monthly wellness plans – Offer
structured programs, such as stress
management or glowing skincare plans, where
clients receive a combination of treatments
and products each month.
Prepaid packages
11. Series packages – Sell prepaid treatment
series (e.g., six massages with one free) to
ensure repeat visits while providing customers
with better value.
12. Prepaid service credits – Allow
customers to buy spa credits upfront at a
discounted rate, giving them flexibility while
generating upfront revenue for the spa.
13. Loyalty-based prepayment – Reward
customers who preload accounts with
spa dollars by offering bonus credits or
exclusive perks.
14. Holistic treatment plans – Design
multi-session treatment packages targeting
specific concerns like pain management,
skincare goals, or relaxation, reinforcing
long-term commitment.
15. Retainer-based wellness coaching –
Offer monthly subscriptions to virtual or inperson
wellness coaching, including guided
meditation, stress relief techniques, and
lifestyle consultations.
Facility access programs
16. Passes for spa facilities – Provide
unlimited monthly access to relaxation
lounges, saunas, and pools, making the spa a
lifestyle habit for customers.
17. Hydrotherapy or thermal suite
passes – Offer memberships for unlimited
use of hydrotherapy pools, steam rooms, and
saunas, similar to a gym membership but
focused on wellness.
18. Co-working + wellness hybrid
memberships – Introduce a serene space
for remote work that includes access to spa
amenities, relaxation areas, and wellness
breaks, attracting digital professionals.
19. Gym + spa hybrid memberships –
Provide members access to your hotel or
resort’s spa and fitness center – or partner with
a fitness center if you don’t have one – and
offer post-workout recovery treatments such as
massage, infrared sauna, or cryotherapy.
20. Infrared sauna or cryotherapy
memberships – Allow unlimited or discounted
use of recovery-focused treatments, promoting
health-conscious routines.
Wellness programs & coaching
21. Mindfulness & meditation
subscriptions – Offer guided meditation
sessions or an exclusive wellness app subscription
for stress management and relaxation.
22. Holistic health coaching –
Provide ongoing support with a wellness
coach, helping clients improve sleep, nutrition,
and stress levels through customized plans.
23. Virtual skincare consultations –
Offer monthly video calls with an esthetician
to guide clients on home care, product usage,
and treatment recommendations.
24. Personalized aromatherapy
plans – Send tailored essential oil
blends each month, curated for relaxation,
energy, or mood enhancement based on
customer preferences.
25. Stress management coaching –
Provide ongoing stress reduction
programs that include a mix of treatments,
guided relaxation techniques, and daily
wellness routines.
Private label & retail subscription programs
26. Exclusive member-only product
lines – Develop spa-branded skincare,
bath, or wellness products only available to
members, creating a sense of exclusivity.
27. Personalized skincare regimens –
Offer members a monthly shipment of
customized products based on their skin
concerns and past spa treatments.
28. Aromatherapy scent-of-the-month
club – Feature a rotating selection of
essential oils, candles, or diffusers with
unique seasonal blends.
29. Wellness supplement subscriptions – Sell
spa-branded vitamins, collagen boosters,
or herbal wellness blends on a monthly
renewal model.
14 | Spa Executive

30. Replenishment programs – Set up
auto-shipments for skincare and body care
products, ensuring customers never run out of
their favorite items.
Service add-ons & enhancements
31. Monthly massage or facial add-on
program – Offer a special enhancement
(e.g., hot stones, LED light therapy, or scalp
massage) as a recurring benefit for members.
32. Express treatment memberships –
Provide access to quick, 30-minute treatments
like mini facials, reflexology, or chair massages
for on-the-go clients.
38. Annual spa day passes – Sell yearly
passes that allow clients to prepay for multiple
visits, making spa experiences a planned habit.
39. Specialty wellness experiences –
Curate a subscription to unique treatments,
such as Ayurveda, Reiki, or breathwork,
keeping clients excited about trying new
wellness modalities.
Try any of these ideas or come up with
your own and start generating more
recurring revenue!
33. Exclusive seasonal treatments –
Introduce rotating limited-time treatments
exclusive to members, keeping experiences
fresh and engaging.
34. Custom-blended skincare or body
oils – Offer tailored body oils or face serums
created specifically for individual members
based on their preferences and needs.
Wellness retreats & events
35. Quarterly wellness retreats – Host
private, members-only spa retreats that
include yoga, sound healing, and immersive
wellness experiences.
36. Private member-only wellness
workshops – Offer exclusive workshops
on skincare, nutrition, meditation, or
aromatherapy for members.
37. Spa experience gifting program –
Allow members to gift a spa service to a friend
or family member every quarter, increasing
brand exposure and client engagement.
15 | Spa Executive

REVENUE PER AVAILABLE GUEST:
THE REVPAG ISSUE
Customer satisfaction surveys: questions to
ask about your hotel & spa
Customer satisfaction surveys help businesses
measure guest experiences, identify areas for
improvement, and refine services to enhance
customer retention and loyalty.
Understanding guest satisfaction is essential
for any hospitality business looking to stay
competitive. Customer feedback provides
invaluable insights into what guests
appreciate, what needs improvement, and
how to refine services to enhance loyalty
and revenue. By leveraging structured
surveys and key metrics like Customer
Satisfaction (CSAT) scores and Net Promoter
Score (NPS), hotels and resorts can make
data-driven decisions that directly impact
guest experience, retention, and ancillary
revenue growth.
Customer satisfaction surveys help
businesses measure guest experiences,
identify areas for improvement, and refine
services to enhance customer retention
and loyalty. They provide direct insights
into what guests value, helping you make
data-driven decisions to optimize offerings,
boost ancillary revenue, and maintain a
competitive edge.
Measuring CSAT (Customer
Satisfaction) scores and NPS (Net
Promoter Score)
CSAT scores and NPS are indicators of
customer sentiment and loyalty. CSAT
measures short-term satisfaction with a
specific service or interaction, while NPS
evaluates long-term customer loyalty.
NPS is calculated by asking customers how
likely they are to recommend a business
on a scale, typically of 0 -10. Respondents
are categorized as:
Promoters (9-10): Loyal enthusiasts
who drive growth.
Passives (7-8): Satisfied but
unenthusiastic customers.
Detractors (0-6): Unhappy customers
who may damage the brand through
negative word-of-mouth.
NPS is calculated by averaging the rating
for questions associated with a promoter
score in each survey, then averaged
across all responses to that survey. The
score is then determined by subtracting
the percentage of Detractors from the
percentage of Promoters. A high NPS
indicates strong customer satisfaction and
brand loyalty.
Collecting meaningful feedback:
questions to ask in a customer
satisfaction survey
Here are some examples of questions to
ask in a customer satisfaction survey to
determine NPS and CSAT scores. These
surveys should be sent out after a guest
leaves your property.
1. Overall experience
On a scale of 1 to 5, how would you rate your
experience with Perfect Hotels and Resorts?
16 | Spa Executive

Cleanliness & ambiance
The importance of follow-up
Staff friendliness & professionalism
Check-in/check-out experience
2. Amenities & experiences
If you took advantage of any of our onsite
amenities and experiences, how would you
rate them on a scale of 1 to 5?
Spa & wellness services
Dining venues
Pool
Fitness Centre
Once a survey is completed, timely
follow-up is key. If a guest had a positive
experience, this is the ideal moment
to encourage them to leave an online
review. If they were dissatisfied, proactive
outreach can help address concerns,
recover the relationship, and turn a
negative experience into a positive one.
Agilysys Digital Marketing (ADM) offers
robust survey capabilities, providing
valuable insights into guest satisfaction
and loyalty. It can even calculate your
Net Promoter Score (NPS) automatically,
helping you track performance, identify
areas for improvement, and enhance guest
engagement with data-driven strategies.
Golf Course
Did you book a cabana or poolside food
and beverage service? How satisfied were
you with the service offerings?
Did you take advantage of any golf lessons
or clinics during your stay? If so, how
would you rate the quality of these?
Did you visit the golf pro shop or rent
any equipment? How would you rate
your experience?
Did you book any additional experiences (e.g.,
private yoga, guided hikes, or stargazing)?
How would you rate your experience?
3. Have your say & enhance your stay
On a scale of 1 to 5, how likely are you to
recommend our property to friends or family?
Please share any comments with us about
what would improve your experience and
make it even better.
17 | Spa Executive

REVENUE PER AVAILABLE GUEST:
THE REVPAG ISSUE
Membership programs: create loyal members
by solving pain points
Building member loyalty is paramount,
whether for a golf club, private club, hotel, spa,
or other types of membership programs. It
can also be a big challenge.
When it comes to membership programs,
inconsistent experiences, a lack of clear
return on investment (ROI) for members,
and insufficient personalization often drive
guests away rather than cultivating long-term
relationships. Addressing these pain points is
key for hospitality businesses looking to turn
one-time visitors or new members into loyal
ones. Here’s how focusing on membership
programs can solve these issues and foster
lasting connections.
Inconsistent experiences
undermine trust
When one joins a club, the expectation of
consistency is fundamental. If they wanted
something completely different and varying
in quality each time, they would just go to
different places. So, inconsistent experiences
are a common complaint from private
club members, whether it’s varying service
quality across locations or discrepancies
in benefits promised versus delivered, this
unpredictability can erode trust and deter
repeat visits.
Members of a golf club will expect consistent
access to well-maintained courses, reliable
scheduling for tee times, and uniform service
standards. Spa members expect access
to appointment times and high-quality
treatments and services. Variability in these
areas can leave members feeling undervalued.
Agilysys helps hospitality businesses
standardize their membership offerings by
leveraging advanced data integration. By
unifying member profiles and preferences
across all touchpoints, businesses can ensure
a seamless and reliable experience for every
guest, no matter the location. When a golf club
remembers a member’s preferred tee time
or course preferences, it reinforces trust and
encourages loyalty.
In a spa, Book4Time and Agilysys help
manage scheduling to ensure availability while
minimizing gaps between services, which keep
both staff and customers happy.
Lack of clear ROI
discourages participation
Guests are often hesitant to invest in
membership programs when they don’t see
immediate and tangible benefits. A vague
promise of future rewards is rarely enough
to justify upfront costs, particularly for today’s
value-conscious consumers.
Consider a high-end country club or spa
that offers memberships; if the perceived
benefits—like exclusive access to events,
personalized amenities, or discounts—aren’t
clear, prospective members won’t see the
value in sticking around and will walk away.
Agilysys and Book4Time empower businesses
to demonstrate clear ROI through dynamic,
data-driven membership models. By analyzing
member spending patterns, preferences,
18 | Spa Executive

and behavior, businesses can design tailored
rewards that align with what members value
most. This might mean offering special golf
clinics for avid players and spa upgrades and
VIP service for frequent wellness visitors.
Transparent value propositions help members
feel confident that their investment will yield
meaningful returns.
Insufficient personalization fails
to engage
Generic membership programs that lack
personalization miss the mark in today’s
hospitality environment, where guests
increasingly expect tailored experiences.
A “one-size-fits-all” approach risks making
members feel undervalued and disengaged.
Demonstrate value through transparent,
ROI-focused membership models.
Personalize experiences with
insights-driven offers and
tailored rewards.
By transforming membership programs
into tools for solving member pain points,
hospitality businesses can retain their
most valued customers and turn them
into enthusiastic brand ambassadors.
With Agilysys’ innovative solutions, the
membership advantage is within reach—
one loyal member at a time.
Agilysys’ guest-centric technology provides
the tools to craft deeply personalized
membership programs. By tapping into
member data—from booking history to onproperty
preferences—businesses can create
unique, memorable experiences that resonate
on an individual level. A golf club could offer
personalized training sessions for members
looking to improve their swing and upgrades
designed to appeal to specific individuals, while
a luxury wellness club can offer curated spa
packages and gifts based on past treatments
and purchases. These personalized touches
show attention to detail and strengthen the
member’s connection to the brand.
Building loyalty with a
data-driven approach
Membership programs that address these
pain points are key to creating loyal, engaged
members. Agilysys and Book4Time help
hospitality businesses to:
Ensure consistency by unifying
member data and standardizing
service delivery.
19 | Spa Executive

REVENUE PER AVAILABLE GUEST:
THE REVPAG ISSUE
How Agilysys Digital Marketing integration
enhances revenue strategies
Effective digital marketing is a critical
component of revenue growth for spas and
hotels. Agilysys Digital Marketing empower
a businesses to achieve their goals with
precision and efficiency.
And many spas are not making the most
of their marketing. In an interview with Spa
Executive last year, we asked Trilogy Spa
Holdings’ Ingrid Middaugh where spas miss
marketing opportunities and she said, “I’ve
been in properties before where a guest
comes down and says ‘I didn’t even know
you had a spa here.’ That is not what you
want to hear!
“That should be at the forefront when
someone is making their hotel reservations.
Incorporating the spa into the hotel
reservation, the confirmation, and the prearrival
letter should just be standard. But I
don’t see that happening in every property.
“Spa often has to fight to get its place on a
page or in an elevator just for awareness, and
that can be frustrating. Start with making sure
each guest knows about the spa at check-in.
Including the spa in hotel packages should be
a standard as well. For example, the option to
book a room with two spa vouchers. There are
a lot of little things that you can do to make
sure people know that you’re on property. We
work with the properties to do this.”
There are many areas where we can
improve on this. Integrating marketing
efforts into the broader operational
ecosystem aligns with revenue management
strategies to drive spa and ancillary
revenue through targeted promotions and
personalized guest interactions.
Powerful communication with
Agilysys Digital Marketing
Digital marketing solutions offer hospitality
businesses a powerful suite of tools to
stay connected with guests throughout
their journey. Automated email and SMS
campaigns ensure that every touchpoint
feels relevant and personal, from reservation
and check-in to checkout and follow up,
strengthening the guest experience
and opening new opportunities for
revenue generation.
A significant benefit of this integration is
the ability to create messages that matter.
Tailored offers and content reflect a guest’s
unique preferences, travel history, and
stay type. In a hotel, a business traveler
might enjoy an offer for a meeting room
discount, while a family traveler could be
enticed with a package for local attractions.
A hotel guest who has previously booked
20 | Spa Executive

spa services treatment might receive an
exclusive discount or package offer with
complementary treatments, like massage
with facial or aromatherapy session. Specific
campaigns foster engagement and convert
opportunities into revenue.
Through innovative digital marketing tools,
operators can bridge the gap between
guest satisfaction and revenue generation,
ensuring that every marketing initiative
contributes to a holistic and profitable
business strategy.
Drip and targeted marketing campaigns,
meanwhile, stimulate repeat business and
drive demand for future stays. By delivering
timely and relevant offers at key points in the
guest journey, businesses can build brand
loyalty while maximizing bookings and ancillary
sales. Intuitive design tools make it simple
to craft compelling, branded content that
adapts seamlessly across mobile and desktop,
ensuring that campaigns resonate with today’s
tech-savvy travelers and spa guests.
Agilysys Digital Marketing delivers these
tools and capabilities, empowering
businesses to achieve their goals with
precision and efficiency.
Another critical aspect of revenue strategy
is leveraging guest data from multiple
systems. Connecting property management
systems, point-of-sale platforms, and other
key databases provides a unified view of
the guest’s journey. This holistic approach
allows businesses to craft campaigns with
unparalleled precision. A spa that integrates
guest data from its booking system can
identify frequent visitors and send targeted
offers like promotions on their favorite
products and services, invitations to
exclusive wellness events, or special offers
related to important dates like birthdays or
anniversaries, increasing both engagement
and revenue opportunities.
Another key aspect of revenue strategy
is leveraging guest data from multiple
systems. Connecting property management
systems, point-of-sale platforms, and other
databases provides a unified view of the
guest’s journey. This holistic approach
allows businesses to craft campaigns with
unparalleled precision.
21 | Spa Executive

Luna Maye on her new Director of Wellness role
at W Philadelphia & the healing power of sound
We asked Luna Maye, Director of Wellness and
Spa at W Philadelphia, about her new role, the
AWAY Spa, and the healing power of sound.
Luna Maye is the recently appointed Director
of Wellness and Spa at W Philadelphia, the
luxury hotel in Center City renowned for its
focus on wellness, creativity, and meaningful
connections. Bringing more than 15 years
of experience in hospitality, music, and
wellness to her position, she is internationally
recognized for her pioneering work in sound
therapy and meditation.
Ms. Maye previously collaborated with W
Philadelphia, delivering groundbreaking
meditative concerts and transformative
sound therapy sessions at AWAY Spa,
offering enriching experiences for both
guests and locals. She steps into her new
role at the award-winning AWAY Spa with
the aim of redefining wellness for guests by
introducing rejuvenating treatments and
innovative programs.
We asked Luna Maye about her new role, the
AWAY Spa, and the healing power of sound.
Please talk about your career, how you
came to be doing what you are today,
and how did you first discovered the
healing power of sound.
I’ve always had such a deep connection
and passion for music, wellness, food,
culture, and the way we can build worlds
in hospitality to welcome people into
connection with themselves and each other.
I believe luxury hospitality environments
are about welcoming all to experience
what it’s like to be deeply cared for. It’s not
about accommodating needs, it’s about
the art of anticipating them. This ability to
leverage emotional attunement to sense
and anticipate the needs and delights of a
guest is such an art and science that I am
passionate about resourcing teams honing.
I discovered sound therapy as a vehicle for
my own healing after a fast-tracked career
and as an ambitious young woman, this pace
drove me to my upper limit. After pouring all of
myself into being of service to others, I became
unrecognizable to myself.
I knew I was ready to find new levels of healing,
release, and peace, but I couldn’t quiet my
mind and listen to the innate wisdom within
me until I was introduced to sound meditation.
It immediately resonated. I dove heart first
into deep study and eventually transitioned
my career into something that bridges
worlds between all passions in service of our
collective birthright to feel safe, connected,
and vital.
What does your role entail?
As Director of Wellness and Spa at AWAY Spa
W Philadelphia, I oversee all aspects of the spa
operations and wellness programming. These
initiatives welcome not just our guests, but our
teams into spaces of inspiration and wellbeing.
22 | Spa Executive

I most enjoy serving those that are of service
to others. I believe true luxury hospitality
environments require well-resourced and
cared-for associates who can find their own
sustainable connection to being of service that
doesn’t compromise their own needs as fellow
human beings.
As the new Director of Wellness
and Spa, what is your vision for
elevating the wellness offerings at
W Philadelphia?
We are building off of the awareness that to
welcome others into an elevated space, we
ourselves need to feel well-resourced and
cared for. With that sustainable foundation
in mind, I am thrilled to co-create with my
team at AWAY Spa a boutique, grounded,
luxurious approach to both spa services and
wellness programming.
We are launching our Comfort Zone Skin
Regime 2.0 facial service and retail initiatives
this spring and I’ve enjoyed interacting with
our Comfort Zone products as they leverage
the wisdom and technology behind nature’s
essences to support sustainable longevity of
skin and wellbeing.
Additionally, we are unveiling a boutique
bathhouse experience, a new luxury amenity
available to all spa and hotel guests. Featuring
contrast therapy — one of the most effective
techniques for nervous system regulation,
physical recovery, and deep relaxing. This
therapeutic space will further enhance the
wellness journey at W Philadelphia.
Our 2025 Wellness Programming offers a
rich array of personalized experiences. Each
treatment is thoughtfully designed to help
guests discover and enhance their individual
path to wellness, with customized formulas that
align with their unique goals and needs.
How do music and sound add to the
wellness experience?
Set and setting are just as important as
the experience itself. How we engage the
senses and attune the environment creates
the container for the most optimal and
luxurious experience.
From our state-of-the-art ergonomic treatment
tables that feel like you’re floating on a warm
cloud, to our spatial audio sound bath listening
experiences, and our organic nourishment
to fuel the body and ground the spirit, all the
senses are delighted and attended to.
But ultimately, sound is the strongest sense tied
to memory. It’s also one of our primary brand
pillars at W so we focus each environment of
the spa and hotel on its own unique playlist that
supports that piece of the guest journey.
What are the signature treatments
or unique experiences to be
introduced at the AWAY Spa to set it
apart from competitors?
Technical ability, warm professionalism, and
sensorial luxurious attention to detail separate
us from our competitors. Our service providers
are some of the most experienced in the
industry and show up every day with a genuine
love for what they do and an ability to welcome
our guests into a space where they can feel
most comfortable relaxing.
One of our most popular mid-week treatments
is our RESET Massage. This is a 50-minute
massage service that supports and prioritizes
mid-week Zen for the professional who sees
the value in pressing pause and resetting
before resuming the responsibilities of life with
more magnetic and grounded energy.
We also love welcoming groups to celebrate
together and designing specialty boutique
spa experiences for them. Each spa guest
has access to our WET Deck as part of their
experience and at W Philadelphia, it’s not
just access to a rooftop pool they get, but
rather access to our in-house programming
that celebrates art, culture, and community.
It’s why I have always stayed at a W when
traveling, long before becoming a part of the
family in this capacity.
What makes a great guest
experience in luxury hospitality?
What role does creativity play in the
guest experience?
Beyond anticipating needs which I touched
on earlier, it’s important to recognize that
each guest has their own intention for their
stay and with that, their own unique needs
and expectations.
W Philadelphia represents liberated luxury,
and through this grounded approach to
luxurious hospitality, we can get to know our
guests on a deeper level. By fostering organic
connection, we have insights into how to
create tailored memories.
We want the talent across our team to feel
celebrated and to embrace their individual
creative approach to hospitality. The modern
guest is deserving of a multi-sensorial approach
to service. I’ve found throughout my career
in leadership, that the art is not in the who
or what, but in the why. A genuine human
connection will always be the best approach.
23 | Spa Executive

With wellness trends evolving
rapidly, how do you plan to keep the
W Philadelphia at the forefront of
innovation in this space?
One way to lead is to master the foundational
basics and continue to elevate the ways,
both small and large, in which we hone the
wellness experience for the guest. Continually
reinventing the wheel isn’t always the answer.
I think right now there’s something powerful
to be prioritized in returning to a simpler,
more authentic, and holistic approach to
wellness that centers on nature and the
natural essence of who we are.
What is the biggest challenge the
spa/hospitality industry is facing?
One of the most significant challenges in the
spa and hospitality industry today is finding
harmony between client care and operational
sustainability, particularly when it comes to
managing last-minute changes and missed
appointments. We see this especially in how
scheduling changes can create ripple effects
for both our clients and our providers.
comes from spa services, it reflects a broader
truth about how we can better serve and care
for each other in any hospitality setting.
What are you most excited about for
W and for the industry as a whole?
I’m excited to see wellness and spa
experiences becoming more integrated into
daily life rather than being viewed solely
as special occasion luxuries. It’s inspiring
to witness both professionals and clients
recognizing the value of regular self-care,
from small daily rituals to more immersive
treatments in environments that align with
their values.
I’m particularly energized by the possibility
of each person discovering their own unique
definition of wellness. At W Philadelphia, I look
forward to collaborating with our team and
community partners to create treatments
and experiences that support this personal
journey of wellbeing.
When a client books time with us, they’re
sharing not just their resources, but their
trust in our care. At the same time, our
providers dedicate themselves to preparing
personalized experiences for each guest.
Finding ways to honor and protect both
these commitments – while building lasting
relationships – has become increasingly
important to the health of our industry.
Through emotional intelligence and
thoughtful communication, we’re learning to
create environments where both clients and
providers feel valued and understood. This
delicate balance isn’t just about managing
schedules or missed appointments – it’s
about nurturing the human connections that
make our industry unique. While this insight
24 | Spa Executive

Featured property:
Bvlgari Hotel Tokyo
Bvlgari Hotel Tokyo is associated with a
pink diamond, in honor of the beauty and
harmony rooted in Japanese culture and of
the pink cherry flowers blossoming during
Sakura season.
Bvlgari Hotel Tokyo opened in April, 2023,
as the first Bvlgari hotel in Japan, and the
eighth ‘gem’ of the Bvlgari Hotels & Resorts
Collection. This month Bvlgari Spa at Bvlagri
Hotel Tokyo was awarded Five Stars by
Forbes Travel Guide.
Bvlgari links each of its hotels and resorts
with precious gem, and Bvlgari Hotel Tokyo is
associated with a pink diamond, in honor of
the beauty and harmony rooted in Japanese
culture and of the pink cherry flowers
blossoming during Sakura season.
The hotel occupies the 40th to 45th floors
of the Tokyo Midtown Yaesu, a skyscraper
in the Yaesu 2-Chome North District,
overlooking the Imperial Palace Gardens,
while offering stunning views of the city and
Mount Fuji on the horizon. Tokyo’s Yaesu
district is one of the most attractive areas of
the city for business and luxury stays, within
walking distance of the financial districts of
Nihombashi and Marunouchi and the vibrant
Ginza shopping area.
Like all Bvlgari Hotels & Resorts, Bvlgari Hotel
Tokyo’s interior was designed by Italian firm
ACPV ARCHITECTS with the same attention
to detail of a Bvlgari jewel, enhancing all the
characteristics of the Rome-based jewelry
house. The hotel’s 98 exquisitely furnished
rooms and suites include the Bvlgari Suite,
measuring 400 square meters and offering
some of the best views over the city. With
an aesthetic that combines modern Italian
design with touches of Japanese tradition,
coupled with cutting-edge technology, the
Bvlgari Suite is one of the largest suites
in Tokyo and can be further extended by
connecting it with an adjoining suite.
Michelin Star Chefs
Bvlgari Hotel Tokyo is home to a variety of
signature dining options. These include
collaborations with two world-renowned,
Michelin Star chefs: Il Ristorante serves
elevated Italian fare with Chef Niko Romito,
while Sushi Hoseki with Chef Kenji Gyoten
offers only eight seats and offers cuisine made
with the finest ingredients from Japan.
Meeting and event spaces include two
dramatic Bvlgari Ballrooms with stunning city
views, fit for bespoke special occasions and
business events. A Terrace Room can be set
up as a chapel and a wedding salon provides
the option of a Bvlgari Wedding Planner to
coordinate and ensure an exquisite day.
Bvlgari Spa Tokyo
The 1000 sqm Bvlgari Spa on the 40th
floor adds a further luxurious touch to
the guest experience with nine treatment
rooms, including a spa suite and two double
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treatment rooms, and a 25-meter indoor
pool with full view of the skyline through
magnificent floor to ceiling windows. The pool
is entirely clad with gorgeous emerald-green
mosaic tiles that sparkle below the water and
surrounded by custom cabanas. Guests can
indulge in cutting-edge therapies, featuring
Augustinus Bader’s wellness treatments and
product line, grooming services for both men
and women, and immersive thermal and
bathing experiences for ultimate wellbeing.
A state-of-the-art fitness center offers the
BVLGARI GYMNASIVM signature training
method: “a results-driven approach that
redefines the very concept of wellbeing.”
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The sound science of sound healing
Emerging evidence suggests that sound healing
could provide a low-cost, non-invasive alternative
to conventional treatments, particularly for
stress, chronic pain, and neurological conditions.
Sound has long been used as a tool
for relaxation, healing, and emotional
wellbeing, and modern research is shedding
new light on its physiological
and psychological effects. Studies over
the past several years have explored how
sound — whether from Tibetan singing
bowls, live harp performances, or carefully
timed acoustic stimulation — can influence
pain perception, anxiety, sleep, and overall
wellness. Emerging evidence suggests that
sound therapy could provide a low-cost,
non-invasive alternative to conventional
treatments, particularly for stress, chronic
pain, and neurological conditions.
Here are five examples of study findings
that suggest sound can impact our health
and wellbeing.
Tibetan singing bowls & stress reduction
A 2016 study examined the effects of Tibetan
singing bowl sound meditation on mood,
anxiety, pain, and spiritual wellbeing in 62
participants. Results showed significant
reductions in tension, anger, fatigue, and
depression, particularly among those new to
the practice. Spiritual wellbeing increased
across all participants. The study suggests
that sound meditation, requiring little
discipline or training, may be a low-cost,
effective way to promote relaxation and
stress reduction. Participants aged 40-59 saw
the largest reduction in physical pain and
a strong reduction in tension, while those
aged 20-39 experienced the biggest overall
reduction in tension.
Live harp music & decreased
pain perception
A 2013 study explored the effects of live
harp music on ICU patients’ physiological
functions, including blood pressure and pain
levels. Patients were randomly assigned to
receive either a live 10-minute concert of
spontaneous music played by an expert
harpist or a simple 10-minute rest period
with no music. Spontaneous harp music
significantly decreased patient perception
of pain by 27%. Trends emerged, although
not statistically significant, that systolic
blood pressure increased while heart rate
variability decreased. “These findings may
invoke patient engagement, as opposed to
relaxation, as the underlying mechanism
of the decrease in the patients’ pain and
of the healing benefit that arises from the
relationship between healer, healing modality,
and patient,” says the study.
Sound resonance technology
& fibromyalgia
A 2006 study conducted a retrospective
analysis evaluating the effectiveness of a
three-phase sound resonance technology
therapy (SRTT) protocol for the treatment
of fibromyalgia on 159 patients ranging
from 24 – 80 (mean=58). After phase 1
Fibromyalgia Impact Questionnaire (FIQ)
scores had decreased on average by 26
points and after phase 3 of the mean
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decrease in FIQ score was 38 points. This
“suggests considerable and rapid relief of the
symptoms of fibromyalgia following the use
of the three-phase SRTT treatment protocol,
which appears to be maintained over several
years,” the study authors wrote. “Although
these results are not conclusive they are
remarkable as no other therapy reported in
the scientific literature seems as efficacious
for fibromyalgia.”
Using sound to stimulate alpha
brain waves
A 2024 study found that using sound to
stimulate alpha brain waves can potentially
improve sleep in people with dementia or
cognitive decline. Researchers used sound
stimulation timed to alpha rhythms to
investigate brain responses and found that
sound manipulation of alpha oscillations was
associated with changes in sleep stages and
brainwave speeds. This technique could lead
to new treatments for enhancing cognition
and sleep in dementia patients. Future
research will explore these avenues.
opioids, for managing chronic pain. Further
research is needed to test its effectiveness
in humans, but this approach could provide
an accessible, drug-free option for pain relief.
Clinical trials on humans are planned for the
near future.
A promising tomorrow for
sound healing
As research into sound therapy continues,
findings suggest a promising future for its
integration into wellness and even medical
treatments. Whether through ancient
practices like singing bowl meditation or
cutting-edge approaches combining sound
with electrical stimulation, these studies
highlight the potential for sound to serve
as both a therapeutic and preventative
tool. With further research, sound therapy
may become a widely accepted method
for managing pain, reducing stress, and
improving cognitive and emotional health.
Treatment of chronic pain and other
sensory disorders
A 2022 study found that electrical stimulation
of the body combined with sound shows
promise for the treatment of chronic pain
and other sensory disorders. The researchers
played broadband sound while electrically
stimulating different parts of the body in
guinea pigs and found that the combination
of the two was associated with activated
neurons in the brain’s somatosensory cortex.
This cortex is responsible for touch and pain
sensations throughout the body. Using both
stimuli together activated was correlated with
more change than sound alone. While the
study was conducted in animals, it suggests a
potential alternative to medications, including
28 | Spa Executive

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