SpaExecutiveMarch2025

ISSUE #64 MARCH 2025
SPA EXECUTIVE
FOR LEADERS IN THE BUSINESS OF WELLNESS
SPOTLIGHT
Banyan Group & Paul Hawco on wellness
philosophy & evolving preferences in
luxury travel
NEWS
USA & Canada to host first Sauna Aufguss
WM championship events
MANAGEMENT
The psychology of managing difficult
customers in your spa

PUBLISHER
Book4Time
EDITOR, CREATIVE DIRECTOR
Elizabeth Bromstein
DESIGNER
Design Pickle
AD SALES,
CONTRIBUTING EDITOR,
PRODUCTION MANAGER
Sal Capizzi
Note from the Publisher
Dear readers,
This month, we explore the delicate balance between high-touch hospitality and high-tech
support. In our feature on analog travel, we see how guests are seeking out disconnection
while, behind the scenes, technology is working overtime to make those moments of serenity
possible. It’s a reminder that innovation isn’t always about being seen; often, it’s what quietly
supports the guest journey that matters most.
We also shine a spotlight on Banyan Group and Paul Hawco, whose approach to integrated
wellbeing reflects the evolving preferences of today’s luxury traveler and highlights the continued
shift toward more meaningful, wellness-centered experiences. Their emphasis on purpose,
presence, and personalization aligns closely with what we at Book4Time strive to support
through intelligent, adaptable technology.
In other exciting news, Book4Time has been honored with its third ISPA Innovate Award, this
time for RevStream Analytics. This recognition underscores our commitment to helping spas
and wellness businesses make smarter, more strategic decisions using real-time, actionable
data.
From managing high-maintenance guests with empathy to uncovering the hidden costs of
emotional labor, this issue is full of insight into how wellness leaders can create exceptional
guest experiences while supporting their teams and staying ahead of evolving expectations.
Thank you for continuing on this journey with us.
Warm regards,
Elizabeth Bromstein,
Editor, Spa Executive
Spa Executive is Book4Time’s
magazine for leaders in the
business of wellness. News,
views, and interviews to help
you attract top talent, increase
customer retention, and offer
the best possible
guest experience.

Contents
March 2025
Issue 64
IN THIS MONTH’S ISSUE:
4
5
7
9
10
12
14
17
19
NEWS
Book4Time wins third ISPA Innovate Award
NEWS
USA & Canada to host first Sauna Aufguss WM
championship events
MANAGEMENT
The psychology of managing difficult customers
in your spa
NEWS
Number of $1000 a night hotels has tripled
around the world
FEATURE
The rise of analog travel & the age
of disconnection
MANAGEMENT
The hidden costs of emotional labor for
hotel employees
SPOTLIGHT
Banyan Group & Paul Hawco on wellness
philosophy & evolving preferences in
luxury travel
FEATURED PROPERTY
Banyan Tree Veya Valle de Guadalupe
BUSINESS & TECHNOLOGY
Why invest in professional services with hotel &
spa software

Book4Time wins third ISPA Innovate Award
Agilysys’ Book4Time software was awarded
its third ISPA Innovate Award at the ISPA
annual conference.
Agilysys’ Book4Time spa software solution
received the 2024 ISPA Innovate Award
when the ISPA organization hosted its
annual conference and expo March 11 –
13, 2025 at The Broadmoor in Colorado
Springs, Colorado. This is Book4Time’s
third ISPA Innovate Award.
Agilysys acquired Book4Time, a spa
software company based in Canada, in
August, 2024. The Book4Time spa software
is now part of the Agilysys portfolio of
hospitality software solutions, a broad
array of market-leading, cloud-native
solutions organized around the company’s
technology platforms for property
management (PMS), point-of-sale (POS),
inventory and procurement (II&P) and food
and beverage service management (FSM).
ISPA Innovate Awards recognize creativity
and adaptability displayed by ISPA
member organizations across a variety of
categories. Book4Time was recognized in
the Resource Partner – Software category
for RevStream Analytics, advanced multilocation
spa enterprise performance
analysis logic and dashboards
incorporated into the solution in 2024.
RevStream Analytics consolidates
and streamlines data from multiple
spa locations in a portfolio to enable
consistent revenue tracking, accurate
forecasting and strategic yield
management so that operators, owners
and corporate leaders can optimize overall
profitability. The system provides real-time,
centralized visibility into key performance
indicators, helping decision-makers quickly
identify trends and areas for optimization.
With actionable insights at their fingertips,
users can make informed decisions to
maximize efficiency and enhance the guest
experience across their entire portfolio.
Representing the Book4Time spa software
at the 2025 ISPA Conference and Expo was
Sean Anderson, formerly Chief Revenue
Officer of Book4Time and now Vice
President of Ancillary Solution Sales and
Business Development for Agilysys.
“Now that we are part of Agilysys, we can
extend the impact of our Book4Time
software, not only through innovations
such as RevStream Analytics, but also
through integration with the Agilysys
platform of hospitality solutions,” Mr.
Anderson said.
Frank Pitsikalis, Senior Vice President,
Product Strategy, for Agilysys, noted,
“Through Agilysys, Book4Time users can gain
the extended capabilities they want, such as
club and membership management; digital
marketing; loyalty and promotions; and
personalization and recognition informed
by broader guest data such as loyalty status
and spend levels across a property. They
also have the opportunity to up-level their
PMS and POS capabilities through Agilysys
systems seamlessly integrated with the
Book4Time software.”
4
| Spa Executive

May 6–9, 2025
Hilton Austin, TX
Hospitality Technology to Go Beyond
Join us in Austin Texas!
Connect with industry experts and colleagues as Agilysys hosts the
top hospitality software technology event in the industry.
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Deep dive into the evolving world of spa, golf, activities, and other
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From innovative yield management strategies to seamless integrations
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USA & Canada to host first Sauna Aufguss WM
championship events
Sauna Aufguss events in Canada and US will
determine the top sauna masters who will go
on to represent Team USA at the Aufguss WM
World Championships in Verona, Italy.
For the first time, in 2025, the United States
and Canada will host national Aufguss WM
competitions, bringing the high-energy,
theatrical sauna ritual to North American
audiences in a competitive format. The
events are set to take place at Bathhouse in
Williamsburg, New York City, on June 23-24,
and at Thermea Spa Village Whitby, Ontario,
on June 17-19.
These events will determine the top sauna
masters who will go on to represent Team USA
at the Aufguss WM World Championships in
Verona, Italy.
Aufguss, a performance-based sauna tradition
that originated in Europe, combines heat,
scent, music, and storytelling to create an
immersive wellness experience. Skilled sauna
masters use towels to skillfully distribute
steam while engaging guests in a multisensory
journey. The Aufguss WM (World Masters)
competition elevates this art form by
incorporating choreography, lighting, and
theatrical elements into the performances.
Bringing competitive sauna culture to
the U.S.
“National Aufguss WM events will be
held in 18 countries in 2025, including
newcomers Canada and the USA, which
join Japan as being among the first non-
European countries to participate,”
said Lasse Eriksen, vice president of
the Aufguss WM competition and jury
member, in a statement.
While Brooklyn’s Bathhouse regularly
hosts Aufguss events, the USA National
competition marks a milestone for
American sauna culture, giving sauna
enthusiasts a wider opportunity to
witness and participate in this unique,
performance-driven wellness tradition.
Competitors will be judged on a variety of
criteria, including their ability to control
steam and temperature, their waving
techniques with one or two towels, and
their storytelling talents.
“The beauty of Aufguss is that saunagoers
who might typically step out
after five minutes remain captivated on
their benches for the duration of the
10–14-minute performance,” Eriksen said.
“That magic moment is when the heat, the
smells, and the story combine to give the
audience an incredible experience.”
A collaboration between leading
sauna innovators
Design for Leisure (DFL), a leading name
in the design and construction of highend
hydrothermal spa and wellness
environments, has partnered with Aufguss
WM to bring this competition to the U.S.
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| Spa Executive

“We’re thrilled to play a role in bringing the
excitement of competitive sauna culture to
American audiences for the first time,” said
Don Genders, Design for Leisure’s founder
and CEO. “Aufguss is more than just a sauna
ritual—it’s an art form, a performing art, and
a deeply rejuvenating wellness experience.
This competition will celebrate the best
Aufguss talents in the country and introduce
more people to this unique tradition.”
Bathhouse has specially designed its
700-square-foot sauna with advanced
audio and visual technology to support
immersive Aufguss performances.
“At Bathhouse, we’re obsessed with
saunas,” said Travis Talmadge, co-founder
of Bathhouse. “We designed our new
state-of-the-art sauna to be the ideal
venue for competitive Aufguss. It’s been
really fun to watch the American audience
embrace Aufguss culture over the past
few years, and hosting this competition
is an exciting next step for the growth of
Aufguss in the U.S.”
As Aufguss continues to gain popularity
outside of Europe, these national events
mark a global expansion of the tradition.
How to compete
Think you have what it takes? Sauna
masters can apply by submitting a video
showcasing their Aufguss skills by April
11, 2025, on the Aufguss USA Nationals
Website. Competitors can enter as
individuals or in teams, with finalists
earning the honor of representing Team
USA at the world championships in Verona
this September.
6
| Spa Executive

The psychology of managing
difficult customers in your spa
When faced with a difficult customer, spa staff
can use psychological strategies to de-escalate
conflicts and steer conversations toward a
positive resolution.
In luxury spas, guests expect exquisite
service and nothing less than perfection.
Spas are places of relaxation and
indulgence, and when something disrupts
that — whether it’s a scheduling issue,
a perceived lack of attentiveness, or an
unexpected outcome — guests may react
emotionally. Recognizing and effectively
addressing these responses is key to
maintaining a positive guest experience.
The customer mindset: expectation
vs. reality
staff anticipate and defuse potential conflicts.
These triggers include:
Unmet expectations (e.g., a
treatment that does not meet a
guest’s perceived value)
Feeling undervalued or ignored
External stressors carried into the
spa experience
Perceived inefficiency
or disorganization
Psychological techniques
for de-escalation
When faced with a difficult customer, spa
staff can use psychological strategies to
de-escalate conflicts and steer conversations
toward a positive resolution. These include:
Tactical empathy — Using empathetic
phrases can help calm an upset guest
and show them that their feelings are
acknowledged. Phrases like, “I completely
understand why that would be frustrating”
and “I see why that would be disappointing.
Let’s work on a solution together,” may help
calm things down.
Redirecting focus — Shifting the guest’s
focus from the problem to a solution helps
move the conversation forward so they don’t
get stuck in a negative loop. Offering a choice
or an alternative can reframe the interaction
from frustration to resolution — “I’d love
to make this up to you. Would you prefer
a complimentary add-on treatment or a
discount on your next visit?”
Luxury customers can sometimes be
high maintenance, and despite one’s best
efforts, even minor inconveniences may
feel amplified in an environment meant
for indulgence. Understanding common
emotional triggers for dissatisfaction can help
Mirroring & validating — It’s said that one
of the most effective ways to diffuse tension
is to mirror a guest’s concerns in a neutral
manner. Repeating their concerns back to
them, without defensiveness, signals that
they are being heard.
The power of body language and tone
Non-verbal communication plays a crucial
role in customer interactions. Even the most
well-intentioned words can be undermined by
closed body language or a tense tone of voice.
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| Spa Executive

Key non-verbal techniques include
maintaining an open, relaxed posture, and
using small gestures to show engagement.
Speaking in a calm, measured tone reinforces
reassurance, and helps you remain calm even
if the guest is being extra unreasonable and
you’re about to lose your own temper.
Empower your team to make decisions
and handle conflict
Investing in customer service training ensures
that spa staff can handle difficult situations
with professionalism and confidence.
Also key is never to throw your staff members
under the bus to keep customers happy. It’s a
lot more difficult to replace a talented service
provider than it is to replace a customer. Your
people need to know that you have their
backs. So, if need be, get their side of the story
out of the guest’s earshot and then remove
them from the situation.
Knowing when to go the extra mile
(and when to let go)
While most guest complaints can be resolved
through empathy and problem-solving, some
situations may require different approaches.
If a guest consistently exhibits unreasonable
or abusive behavior, it may be necessary to
establish boundaries and, in extreme cases,
refuse service.
the psychological tools to navigate challenging
interactions, spas can maintain a serene and
welcoming environment for all guests.
Seamless guest management
through technology
Even the most skilled staff can only do so
much without the right tools. A well-designed
system for logging guest preferences,
tracking service history, and flagging potential
concerns can make all the difference in
effectively handling high-maintenance guests.
Book4Time, powered by Agilysys, enables spas
to centralize guest information, ensuring that
every team member has access to relevant
details in real time.
From noting past complaints to recording
preferred therapists, treatment pressure
preferences, and special requests, this level
of insight allows staff to anticipate needs,
personalize experiences, and proactively
manage expectations. The result is a
smoother, more refined service that reduces
conflict before it even arises, helping luxury
spas maintain the impeccable standards their
guests expect.
Conversely, going the extra mile for an upset
guest, when appropriate, can turn a negative
experience into a loyal customer relationship.
Small gestures of goodwill, such as a
personalized apology or an unexpected perk,
can leave a lasting positive impression and
turn a detractor into a promoter.
Managing high maintenance guests requires
understanding human emotions and
responding with tact. By equipping staff with
8
| Spa Executive

Number of $1000 a night hotels has tripled
around the world
The number of $1000-a-night hotels around
the world has jumped significantly, with big
increases in Europe and the US.
In recent years, the global hospitality
industry has witnessed a significant increase
in the number of hotels commanding
average daily rates (ADR) of more than
$1,000 per night. This trend underscores the
robust demand for luxury accommodations
and the willingness of high-end travelers to
invest in premium experiences.
Research from CoStar looked at global hotel
ADR for 2024 and 2019 and found that, the
number of hotels charging an ADR of more
than $1,000 had jumped from 150 to 460
over those years. By region, four-digit room
rates have tripled in the Americas
and Europe and more than doubled in
the Asia Pacific and the Middle East and
Africa region. CoStar calls this surge “a
global phenomenon.”
As ADR represents the average for all rooms
sold, the figure also implies that rates can
actually be markedly higher.
Half of the 10 countries with the fastest
growing number of $1,000 ADR hotels are
in Europe, including Italy and France. And
the number of US hotels charging $1,000
ADR almost quadrupled, from 22 in 2019 to
80 in 2024.
The report states that, “Anecdotally, hotel
operators have reported that in 2020,
many of their guests felt unable or unwilling
to travel and that in the following years,
they wanted to make up for lost time.
In addition, the strong desire to be with
loved ones and family members gave rise
to multigenerational trips, requiring more
and larger accommodations. This allowed
operators to yield the more desirable room
types such as suites with multiple bedrooms.”
The number may also be an underestimate,
as the hotels in the sample report their
monthly and weekly revenues to CoStar, while
some smaller, ultra-luxury hotels, such as
lodges in the African savannah or boutique
bed and breakfasts in rural Europe may not
participate in the CoStar reporting.
CoStar predicts that this growth will continue,
driven by hotels continuing to monetize
demand for their high-end offerings and
developers continuing to build properties
designed for high-net-worth travelers.
9
| Spa Executive

The rise of analog travel & the age
of disconnection
With analog travel, people are craving genuine,
unfiltered interactions where a moment is
savored rather than captured for social media.
In a world dominated by screens, instant
notifications, and algorithms, a growing
number of consumers are seeking out
more analog experiences, and that includes
travel. While this development isn’t about
rejecting technology altogether, there
is a movement towards intentionally
creating spaces where presence, sensory
engagement, and authentic experiences
take priority.
The Global Wellness Institute has reported
on both analog wellness and analog travel as
2025 wellness trends, stating “More hotels
and resorts are channeling the zeitgeist
and offering retro, pre-digital (even preindustrial!)
tech, hobbies, arts and crafts
that restore what our screen-based lives
have stolen from us: the social, our radical
attention, the tactile and real. Think vinyl
record “deep listening” sauna sessions and
sophisticated arts and crafts programming …
more blacksmithing than biohacking.”
The GWI includes examples in which tour
companies and resorts are creating analog
adventures where guests are given printed
maps, pocket dictionaries, old-school alarm
clocks, Polaroid cameras, books, games,
and simple “dumbphones” for emergencies.
Paradoxically, while the front-facing
experience is simple, delivering these
immersive stays usually relies heavily on
technology working invisibly behind
the scenes.
The growing appeal of analog travel
This desire for tech-free travel experiences
indicates a widespread digital fatigue.
People are craving genuine, unfiltered
interactions where a moment is savored
rather than captured for social media.
Luxury travelers, in particular, are
redefining exclusivity as time, silence, and
an escape from the hyper-connected world.
This shift is reflected in several key trends:
Digital detox retreats – High-end resorts
and wellness retreats are implementing
‘phone-free zones’ or offering ‘device-free
stays’ where guests are encouraged to
surrender their electronics upon check-in. At
Miraval Berkshires, for example, “[A] digital
device-free resort lets guests participate in
the Miraval Berkshires experience free of
distraction—and gives you permission to
fully unplug.”
Sensory-driven experiences – Travelers
are seeking experiences that engage touch,
taste, sound, and scent, such as hand-written
journaling, film photography, and traditional
wellness rituals.
Slow travel and immersion – Rather than
high-speed, itinerary-packed trips, there is a
movement toward walking pilgrimages, train
journeys, and extended stays in nature that
emphasize depth over speed.
10 | Spa Executive

Low-tech luxury – From candlelit lodges and
handwritten welcome notes to calligraphy
workshops and artisanal bath rituals,
hospitality brands are curating experiences
that embrace craftsmanship over automation.
The essential role of behind the
scenes technology
While an experience can feel refreshingly lowtech,
behind the scenes, technology plays a
key role in ensuring analog travel is effortless,
curated, and luxurious. Here’s how:
Personalization without digital intrusion
Luxury hospitality brands require tech-driven
guest profiling to anticipate preferences
without requiring constant guest input. Even
if a traveler is opting for an off-grid retreat,
data analytics can still provide information on
dietary needs and preferred spa treatments,
so these can be readied in advance without
intrusive digital interfaces.
Booking and operations without friction
The ability to smoothly book an exclusive,
tech-free wellness experience still depends
on cloud-based reservation systems that
optimize scheduling, guest preferences, and
inventory management. Resorts offering
silent meditation retreats or bespoke spa
treatments rely on advanced software to
maintain availability without overbooking.
AI and automation behind the curtain
Software systems assist in managing staffing
levels, guest flows, and wellness treatment
availability to maintain a smooth guest
experience. While guests feel like they
are in a remote, analog world, their stay is
optimized without unnecessary wait times or
service gaps.
Security, safety, and sustainability
Even in a ‘tech-free’ setting, guests expect
high levels of security and emergency
responsiveness. Software must ensure data
security and compliance with local data laws
and regulations, while AI-powered emergency
response systems help avoid disaster in areas
prone to wildfires, or extreme weather.
The future of analog travel and wellness
As luxury travelers seek more intentional,
restorative experiences, the hospitality
industry is striking a delicate balance,
curating tech-free experiences on the
surface while leveraging sophisticated
technology behind the scenes. The true
hallmark of luxury will be discretionary
technology, where digital tools serve guest
without demanding their attention.
Tech-free, but not inconvenient
Guests may want to disconnect, but they
don’t want inconvenience. Many luxury
resorts integrate discreet tech-enabled
service models, where staff communicate
via internal systems to meet guest needs
without requiring guests to interact with
technology themselves.
11 | Spa Executive

The hidden costs of emotional labor
for hotel employees
Guests expect excellent, personalized,
and memorable service and experiences,
which involves emotional labor, the process
of managing emotions to align with
workplace expectations.
We all know that working in a hotel or
spa requires more than just simple
guest interactions and meeting basic job
requirements, particularly when it comes to
luxury and award-winning properties.
Guests expect excellent, personalized, and
memorable service and experiences, which
involves emotional labor, the process of
managing emotions to align with workplace
expectations. In other words, we ask a lot of
our teams.
The findings of a study published in Tourism
Management exploring how emotional
labor affects hotel employees’ mental
health over time, suggest that there can be
significant consequences related to anxiety,
depression, and emotional exhaustion.
The impact of emotional labor
The study followed 534 hotel interns over
an eight-month period, tracking changes in
their mental health. The findings show that
anxiety and depression increased within
the first three months of employment.
Emotional labor, particularly “surface acting,”
where employees fake or suppress their
emotions, was a key contributor to these
negative outcomes. Surface acting led to
consistently higher levels of anxiety and
depression. Employees who engaged in this
form of emotional regulation experienced
greater stress, possibly because suppressing
true emotions requires constant effort and
creates an internal conflict between feelings
and outward expressions.
Deep acting, where employees attempt
to genuinely feel the emotions they are
expected to display, had a more complex
effect. In the short term, deep acting reduced
anxiety and depression, but over time, deep
acting contributed to emotional exhaustion,
ultimately leading to higher anxiety and
depression levels in the long run.
Emotional exhaustion as a key factor
The authors theorize that emotional
exhaustion played a role in the longterm
effects of deep acting. While it may
seem beneficial at first, the sustained
effort to modify emotions eventually
drains employees, leaving them mentally
and emotionally fatigued, increasing the
likelihood of anxiety and depression. Unlike
surface acting, which immediately takes a
toll on mental health, deep acting may be a
slow-burning issue leading to psychological
strain over time.
Implications for hotel management
These findings underscore an already
recognized need for hotel managers to
take employee mental health seriously.
Emotional labor is an unavoidable part
12 | Spa Executive

of customer-facing roles, but its negative
effects can be reduced through thoughtful
workplace policies and support systems.
Not overloading schedules and ensuring
workloads are reasonable and that
employees have adequate time for breaks
can reduce overall strain. Open door
policies with approachable leaders keep
communication flowing so that when
issues arise, management is aware rather
than kept in the dark until it’s too late.
Regular check-ins between managers
and employees can identify early signs
of emotional exhaustion, allowing
for intervention before it affects job
performance. Providing access to mental
health resources, such as counseling
services or employee assistance programs,
may help staff cope with stress before it
escalates into burnout.
Comprehensive training and onboarding
programs help eliminate confusion and
overwhelm, which can lead to stress, while
training programs can also address stress
management skills and help employees
develop emotional resilience.
The hospitality industry thrives on positive
guest experiences, and these require a
well-supported and engaged workforce.
Leaders should recognize that employees
in guest-facing roles may require different
forms of support than those in other
departments. Realistic job expectations and
fostering an environment where employees
feel comfortable discussing mental health
challenges can make a difference.
13 | Spa Executive

Banyan Group & Paul Hawco on wellness
philosophy & evolving preferences in luxury travel
We spoke with Paul Hawco, Executive Global
Director of Integrated Wellbeing at Banyan
Group, about wellness philosophy, future plans,
and evolving preferences in luxury travel.
Paul Hawco is a globally recognized leader
in the wellness and hospitality industry,
currently serving as Executive Global Director
of Integrated Wellbeing at Banyan Group. In
this role, he spearheads the development
and implementation of innovative wellness
strategies across Banyan Group’s diverse
portfolio of luxury resorts, spas, and
wellbeing experiences.
With three decades of experience in the
international spa and wellness sector, Mr.
Hawco has built a reputation for driving
transformative wellness concepts. He is a
sought-after speaker and thought leader in
the global wellness space. Prior to joining
Banyan Group, he held senior leadership
roles at Rosewood, Fairmont, and Jumeirah
Group. His expertise spans spa operations,
integrative wellness programming, and
strategic brand development, making him a
key figure in shaping the future of hospitalitydriven
wellbeing.
We spoke with Paul Hawco and Banyan Group
about wellness philosophy, future plans, and
evolving preferences in luxury travel.
Please talk about your career and
the path that led you to what you are
doing today.
Paul Hawco (PH): I have been in hospitality
for three decades and it has been my
entire career. I came from a background
in massage therapy and fitness training,
starting out in hotel spas, progressing from
Therapist to Director, and eventually took
on group level roles to drive corporate
wellbeing programmes for a number of
global hospitality companies.
Please talk about your role and what
it entails.
PH: As Director of Integrated Wellbeing,
I lead the strategic vision and execution
of the Group’s wellbeing portfolio. This
includes our hotel spa operations as
well as standalone and third-party spa
management contracts, the Banyan Spa &
Wellbeing Academy, as well as the overall
wellbeing initiatives, programmes, and
experiences for our guests and associates.
Banyan Group has big plans for 2025.
What can you tell us about these?
PH: 2025 is shaping up to be an incredibly
exciting year, with multiple projects
and touchpoints that will amplify our
commitment to wellbeing. This includes
enhancements to the wellbeing journey for
our flagship Banyan Tree brand (which will
be revealed in a few months), the wellbeingcentric
guest journeys across our portfolio,
the international expansion of the Banyan
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Spa & Wellbeing Academy, as well as the
continuous innovation and pioneering of
new wellbeing concepts and approaches.
We are particularly excited to introduce
new programmes that will be available for
our guests to book across selected resorts.
What is Banyan’s wellness philosophy?
PH: We believe that we are all
interconnected, through our relationship
with ourselves, with others, and with
nature. This philosophy is woven into the
very fabric of Banyan Group’s wellbeing
offerings, which are designed to foster
connection and rejuvenation. Each journey
is carefully crafted around our proprietary
8 key pillars — Rest, Groundedness,
Connection, Movement, Nourishment,
Purpose, Vitality, and Mindfulness — which
serve as a holistic framework for our guests’
wellbeing, while always staying true to our
ethos of authenticity and sustainability. Our
benefit-oriented treatments are designed
to nurture holistic wellbeing at every stage,
ensuring that guests’ journeys extend
beyond their stay.
How does Banyan Group go beyond
traditional spa services to create a
holistic wellness experience?
PH: Banyan Group goes beyond traditional
spa services by integrating spa experiences
with a broader approach to wellbeing. Our
mission is to guide guests on their wellbeing
journey, helping them achieve their goals
and inspire lasting change. From immersive
wellbeing programmes to nature-based
therapies, we are committed to inspiring
a deeper connection to self, others, and
the world around us. We offer a variety of
modalities, including hot and cold therapies,
rainforest treatments, movement classes,
and mindfulness practices, ensuring that
the integration of Spa and Wellbeing
provides a transformative experience. By
combining diverse therapies with the natural
environment, we create a comprehensive
approach to wellbeing that nurtures and
balances every aspect of the individual.
Are there any unique wellness
programs or treatments that Banyan
Group has introduced recently that
you’re particularly excited about?
PH: Wellbeing is one of Banyan Group’s
core pillars. It is ingrained in our culture
and operations, and is woven into the guest
experience across our portfolio of brands.
First launched in 2020, the Banyan Tree
Wellbeing Sanctuary is a villa category within
selected Banyan Tree hotels and resorts that
come with additional wellbeing offerings, such
as personalized activities, spa treatments, and
curated dining, allowing guests to integrate
wellbeing into their stay while also enjoying
the broader resort offerings.
As the notion of wellbeing becomes
increasingly integrated in our everyday
lives, we see that guests also seek out more
value-aligned experiences and appreciate
when they can continue their habits and
routines during their holidays. The Wellbeing
Sanctuary will remain one of Banyan Tree’s
signature experiences and, I am particularly
excited about the plans we have to
progressively roll out more of them across
Banyan Tree hotels and resorts globally.
Can you talk about the new affluent
traveler and how the market is changing?
How has Banyan Group adapted to meet
changing guest expectations?
Banyan Group (BG): We continue to see
rising demand and evolving preferences in
luxury travel.
Countries like China and Japan are
experiencing a resurgence in luxury
tourism, particularly among younger,
affluent travelers. As younger demographics
enter the luxury market, they are reshaping
expectations. They value authenticity,
eco-consciousness, and experiential stays
over traditional luxury markers. They are
seeking travel options that better align with
their lifestyle preferences and values (e.g.
wellbeing and sustainability-focused).
The Middle East also continues to be a
growth engine, with increased interest in
immersive, wellbeing-focused experiences
from both local and international travelers.
Our pioneering spirit, rooted in the core
pillars of wellbeing and sustainability, drives
us to continuously develop and refine
design-led experiences that encourage new
ways for travelers to connect with the world,
and cater to evolving guest expectations.
What role does technology play in your
guest experience?
BG: We embrace technology and integrate it
thoughtfully to enhance service delivery. For
example, our digital concierge and online
customer service streamline guest services,
offering personalized recommendations and
quick responses, while always allowing room
for human interaction.
We recognize that while technology can help
reshape parts of the guest experience (with
enhanced efficiency and personalization),
the human touch remains essential. And
our associates remain central to the guest
experience, ensuring the technology supports
rather than replaces genuine connections.
Embracing technology while maintaining a
service philosophy that is rooted in empathy,
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mindful attention and active listening,
ensures that we remain both efficient and
authentic, honouring our commitment to
being truly present with every guest.
What strategies has Banyan Group
employed to diversify revenue streams,
and how important are wellness
and ancillary revenue to the overall
business model?
BG: Overall revenue streams include hotel
investments, fee-based services (inclusive
of hotel management, spa, wellbeing and
gallery, design and other services), as well
as residences segments. Diversification
has been vital to the Group’s resilience – in
offerings and market mix. We have been
able to expand our key feeder markets in
tandem with the diversification of brand
offerings and operating footprint.
PH: On Spa and Wellbeing operations,
we are expanding our offerings and
consequently, revenue, with the increased
focus on offering wellbeing programmes and
experiences to meet guest demands across
the portfolio.
We know sustainability is important
at Banyan Group. Can you share a
specific example of a sustainability
initiative at Banyan Group that has
had a measurable impact?
Banyan Group’s founding ethos of
‘Embracing the Environment, Empowering
People’ aligns with global travellers who are
increasingly seeking more meaningful and
authentic experiences, while our ‘Brand
for Good’ framework ensures that the
organisation is aligned in our commitment
to making meaningful impact and driving
sustainable development.
Understanding that sustainability is about
cultivating a shared future that protects our
planet and makes a real difference in the lives
of people, the Group’s range of initiatives and
commitment to our founding ethos sets us
apart as a pioneer of sustainable hospitality.
(For more information on Banyan Group’s
sustainabililty efforts and to view the 2023
Sustainability Report click here.)
What are you excited about for the
industry as a whole?
We are also growing our global wellbeing
practitioner teams to elevate our holistic
wellbeing offerings with specialised classes,
workshops and dedicated retreats as part of
the stay experience that guests can book.
To further diversify, the Banyan Spa and
Wellbeing Academy has also developed
guest-facing classes and workshops provided
for groups, private events, and as an offering
within our hotel’s activities calendar.
PH: I am most excited to see our guests’
increasing interest in their personal
wellbeing, and the influence that our
wellbeing philosophies have on their
lifestyle long after they leave our resorts
and spas. Wellbeing-focused concepts are
becoming a mainstay in hospitality and I
am also very excited about the possibilities
and opportunities for those working in
the industry, as well as the evolution of
experiences that guests will benefit from.
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Featured property:
Banyan Tree Veya Valle de Guadalupe
Banyan Tree Veya Valle de Guadalupe offers
a serene escape where nature and wellness
converge, inviting guests to unwind and
reconnect in a setting of understated elegance.
Nestled in the hills Mexico’s renowned
wine country, Banyan Tree Veya Valle de
Guadalupe is an oasis of wellness and
relaxation. This luxury retreat offers a serene
escape where nature and wellness converge,
inviting guests to unwind and reconnect in a
setting of understated elegance.
A holistic approach to wellbeing
The Veya Spa experience at Banyan Tree is
designed to nurture mind, body, and spirit
through deeply restorative treatments rooted
in centuries-old Asian traditions incorporating
aromatic oils, herbs, and spices. Treatments
begin with a soothing herbal drink to set the
stage for relaxation and end with a 30-minute
calm time with additional refreshments to
extend the sense of peace and renewal.
Guests can also partake in guided meditation
sessions, mindful movement classes, and
personalized wellness programs designed to
restore balance and enhance vitality.
The Desert Spring hydrotherapy circuit at
Banyan Tree Veya features a series of hot
and cold stations designed to balance the
body, relieve tension, and induce a deep
sense of tranquility. For those seeking a
profound connection to local traditions,
the Veya Temazcal Journey offers a deeply
transformative experience. Guided by a
seasoned Temazcalero, guests enter the
traditional Temazcal dome — an indigenous
Mexican sweat lodge — where heated stones
and medicinal plants create an environment
designed to purify body and mind. Guests
engage in deep breathing exercises,
meditative chanting, and rhythmic drumming,
culminating in a closing ceremony of gratitude
to seal the journey of renewal.
Luxury accommodations and
culinary excellence
Beyond its world-class spa, Banyan Tree Veya
Valle de Guadalupe offers an unparalleled
luxury retreat experience. The resort features
elegantly designed villas and suites with
panoramic views of the rolling vineyards and
Baja California’s stunning landscapes. Guests
can indulge in locally inspired fine dining that
celebrates the region’s vibrant culinary scene,
with an emphasis on fresh, organic ingredients
and farm-to-table dishes. The resort winery
is the only destination in the world dedicated
solely to Grenache, featuring a collection of
reds, whites, rosés and sparkling house blends
to celebrate the myriad expressions of this
“noble grape.”
17 | Spa Executive

Why invest in professional services with hotel
& spa software
Technology is the backbone of modern
hospitality operations, streamlining guest
experiences, optimizing revenue, and
improving operational efficiency. But even the
most powerful software is only effective when
people know how to use it properly. This is
where professional services like
implementation support and training become
important.
The hidden costs of poor implementation
Investing in advanced hospitality technology
without a strong implementation strategy can
lead to major setbacks. Poorly configured
systems result in inefficiencies, lost revenue
opportunities, and operational disruptions.
And if your staff is not well trained, they
may struggle to navigate new systems,
leading to mistakes, dissatisfied guests, and
underutilization of key features. Without
proper guidance, for example, front desk
staff may not know how to optimize their use
of guest profile management tools and miss
opportunities for personalized service and
repeat business. This can result in lost upsell
opportunities and frustrated guests who don’t
receive the tailored experience they expect.
What professional services bring
to the table
Professional services bridge the gap between
software implementation and operational
success by offering:
Expert implementation: Ensuring that
the system is set up correctly, optimized
for business needs, and integrated with
existing technology.
Customization & optimization: Tailoring
the software’s features to align with unique
operational workflows, rather than using a
one-size-fits-all approach.
Comprehensive training: Providing staff
with the skills and confidence to efficiently
use the system, reducing errors and
improving productivity.
Ongoing support & troubleshooting:
Helping businesses adapt to software
updates, resolve issues quickly, and maintain
smooth operations.
The Role of training in maximizing ROI
A well-trained team is the key to maximizing
ROI on any hospitality software investment.
Without thorough training, employees won’t
get the most out of system capabilities,
leaving valuable tools underutilized. Proper
training enhances staff efficiency, boosts guest
satisfaction, and ultimately increases revenue.
Spas and resorts using Agilysys’ Book4Time
solution for appointment scheduling and
revenue management, for example, can
benefit greatly from hands-on training. Staff
who understand the system’s dynamic pricing
and yield management tools can optimize
appointment availability and drive higher
ancillary revenue, rather than relying on
manual processes or guesswork.
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And training should not be a one-time
event. Continuous learning opportunities,
refreshers, and advanced courses ensure
staff stay updated on system enhancements
and new features, so businesses can evolve
with the technology.
Professional services drive
long-term success
Beyond initial implementation, professional
services contribute to long-term business
success. Properly implemented software
reduces inefficiencies, enhances guest
satisfaction, and allows for smooth scaling
of operations.
A hotel that integrates Agilysys’ point-of-sale
and property management systems with
guidance from professional services will be
able to optimize workflows, reduce checkin
times, improve F&B service speed, and
capture more guest spending data for future
marketing efforts. These improvements
translate to increased revenue, better guest
retention, and a stronger competitive edge.
Investing in hospitality technology goes
beyond selecting software. For hospitality
operators looking to maximize ROI, investing in
expert implementation support and ongoing
training is more than an optional add-on, it’s a
strategic necessity. Professional services play
a vital role in helping businesses avoid costly
implementation mistakes, empower their
teams with proper training, and drive longterm
success.
Agilysys and Book4Time offer specialized
services for smooth software deployment,
effective system optimization, and continuous
support, helping hospitality businesses
enhance their return on investment (ROI) and
prevent costly inefficiencies.
20 | Spa Executive

Spa Executive is published by Book4Time, the leader in guest management, revenue and mobile
solutions for the most exclusive spas, hotels, and resorts around the globe. Now part of Agilysys.
Learn more at book4time.com.