Raffles Boston, the stunning new hotel and residence from legendary hospitality brand, Raffles Hotels & Resorts, opened its doors in September 2023 in the Back Bay neighborhood. The new property is the first mixed-use Raffles development in North America, marking a new era for the collection.

The hotel is located within a block of Copley Square, Trinity Church, and premiere luxury shopping at Copley Place. More nearby attractions include Fenway Park, the Museum of Fine Arts, Symphony Hall, and the Charles River Esplanade.

Guests at Raffles Boston are welcomed in the three-story Sky Lobby on the 17th floor where a grand staircase spirals through the atrium. This space acts as a social hub, connecting four distinct food & beverage venues, including the Raffles Writer’s Lounge, a signature space made famous for the esteemed writers and poets who have frequented it at the flagship Raffles Singapore and a number of other Raffles hotels around the world.

Raffles Boston features 147 luxurious guest rooms and a variety of distinct gathering spaces for guests, residents, and locals. The property’s thoughtful, locally inspired design enhances the warm, cosmopolitan charm of Back Bay while transporting its visitors to a tranquil urban oasis. 

Guerlain Spa at Raffles Boston

The Guerlain Spa at Raffles Boston is a collaboration between the illustrious hotel brand, Raffles, and the renowned Parisien beauty brand, Guerlain, reflecting a desire to provide unparalleled, cutting edge guest experiences of exceptional quality. The spa is located on the 4th floor, where guests will also find an exclusive state-of-the-art gym and 20-meter indoor pool with expansive city views.

Illuminating a shared commitment to sustainability, extraordinary service, and holistic well-being, The Guerlain Spa at Raffles Boston aims to provide guests with a serene escape from the city. The Spa features three individual treatment rooms and one couples treatment room, each with private hydrotherapy baths and showers, sauna and steam rooms, and ice showers. The treatments on the spa menu are inspired by the vibrant energy of the city and designed exclusively for Raffles Boston.

Among them are the Boston Energy, an intensive full body treatment tailored to address stiffness, soreness and sluggishness with the Signature Guerlain Balm and Oil and soothing hot stones.

The spa also offers an exclusive collection of Guerlain skincare, fragrance and makeup products, including Orchidée Impériale, Abeille Royale, the Perfumery of Art, and Terracotta, providing an exquisite balance of science and nature, perfected over nearly two centuries of research and development.

Spa Director Louise Amerine began her career with the Spa at The Peninsula Hong Kong, later joining the Spa at The Peninsula Chicago, training and developing her team while also assisting in the launch of two prestigious and exclusive brands.

Raffles Boston provides an unforgettable wellness journey in an oasis of rejuvenation in the heart of Boston.

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. Learn more at book4time.com.

The post Featured property: Guerlain Spa at Raffles Boston appeared first on Spa Executive.

Magdaleena Nikolov, General Manager of Spa, Wellness and Retail at Fairmont Century Plaza talked with Spa Executive about the exciting new spa, technology, and the future. 

The Century Plaza Hotel was called “The Hotel of the Future,” when it opened in 1966. Designed by one of the most prominent architects of the 20^th Century, Minoru Yamasaki, the mid-century modern hotel was the first to have color televisions in all of its rooms and was the tallest building in Los Angeles’ Century City.

The cultural landmark closed its doors in 2016 for a $2.5billion renovation and reopened in September 2021 as the Fairmont Century Plaza, part of Accor. The property now houses two 44-story towers, boutique shopping, privately-owned luxury residences, and 400 guestrooms. According to a media release, “The hotel pays tribute to its star-studded history while ushering in a new age of glamour, infusing cutting-edge amenities with pioneering guest experiences.”

The 14,000 square-foot Fairmont Spa Century Plaza is the hotel’s piece de resistance, reinventing wellness culture with offerings that unite ancient modalities with state-of-the-art technologies. General Manager of Spa, Wellness and Retail, Magdaleena Nikolov, has curated an array of custom-designed offerings, first-to-market products, and results-driven treatments.

We spoke with Magdaleena Nikolov about the Fairmont Spa Century Plaza, how she is incorporating technology into the wellness experience and, because it’s the “spa of the future issue,” how she envisions the future of spa and wellness.

Can you talk about the spa at Fairmont Century Plaza and what makes it unique?

The Spa is a completely renovated and re-imagined space by Yabu Pushelberg and is home to nine treatment rooms which include two suites and two double treatment rooms. There are three esthetic treatment rooms, one of which is the home to the first US-based Dr. Rita Rakus Clinic.  The locker rooms are outfitted with aromatherapy steam rooms, Hammam, salt room, experiential rain shower and a sanarium. This hydrotherapy circuit is not only visually stunning but has many health benefits.  The sanarium, aromatherapy steam room, salt room and experiential rain shower offer not only physical benefits but mental support through calming of the body and mind.  The steam room and sauna offer increased circulation, stress reduction, muscle recovery, skin health, and helps to boost the immune system. The salt room, also known as halotherapy, cleanses and detoxes the lungs supporting the respiratory system as well as invigorating the body with increased lung capacity and oxygen intake all while boosting cell rejuvenation and improving your skin.

The salon area has facilities for hairstyling, make-up application, and manicure pedicure stations. There is also a fully equipped gym with the latest Technogym equipment.

In everything that we do here the magic is in the details. In the luxury market the expectation is to get a great service or have a beautiful facility so the curation of the details is what will always set you apart, and targeting the senses is the place to start. The subtleties in how something feels, tastes, smells, and looks is the best part of what we do, the element of surprise and delight, and often times the guest may not even realize it is happening but it is the entire cumulative curation that creates a new and memorable experience. So, as a guest at Fairmont Spa Century Plaza, from the moment you arrive you are welcomed by our signature sunset aroma, in your treatment you will be draped in luxurious wellness sheets on custom made treatment tables. A special local handmade tasting follows in our relaxation space with many other moments to surprise and delight. We also fill the spa with binaural beats with healing frequencies and I often smile to myself knowing that we are helping to heal people and they don’t even realize it!

What are some of the technologies you’re using at the spa?

We have creatively incorporated technology through our biohacking program as well as integrating technology throughout the massage menu. A couple of the newest things that we are introducing to guests are NuCalm and Normatec. NuCalm is the world’s only patented neuroscience technology clinically proven to resolve stress and improve sleep quality by using biochemistry physics and neurophysiology to rapidly and reliably relax brain and body functions. Normatec is dynamic air compression with a patented Pulse massage pattern that employs three key techniques – pulsing, distal release, and gradients that effectively mimic the muscle pump of the legs and arms. This technique enhances the movement of fluid and metabolites out of the limbs relieving muscle aches and pains and increasing circulation.

We also use percussion therapy by Hyperice with their Hypervolts, Venom, and Hyperspheres which are devices using percussion and vibration therapy to relieve muscle pain, tension, and soreness. Percussive therapy also promotes flexibility and aids in muscle recovery.

Each biohacking session has been co-created by Dr. Oz Garcia and myself and includes the Oakworks Curva Lounger Anti-Gravity Chair featuring a NASA-inspired curve and tilt that promotes relaxation and helps the recipient slip into a meditative state; NuCalm’s neuroacoustic headset to calm the mind and nervous system; an Infrared PEMF Mat that relaxes the nervous system by regulating energy stored in the body; Normatec by HyperIce compression boots, which increase circulation and reduce inflammation ensuring the body can function at its highest capacity; and LED Face Visors which use a combination of red, blue and amber light to increase blood circulation, generate collagen and improve cellular turnover

You have found creative ways of diversifying revenue streams. What are some of these?

Some creative ways we have been able to diversify revenue streams is through touchless and DYI services as well as retail partnerships. Creating treatments like biohacking or scrub kits for the amenity space has allowed us to offer guests dynamic and effective experiences that don’t require therapists or additional space. In fact, these are treatments or experiences that can often be offered during peak times when perhaps there is not availability for a therapist.

In the retail area, we have curated a selection of products but more so these brands have become our partners. They are very engaged with our space for events, trunk shows, social media and filming. You will find that these partnerships will consistently provide guest engagement and more importantly employee engagement, which will always in turn increase retail sales. We have also added many of these retail items to our DIY or touchless treatments such as Komuso breathing necklaces to be used in the salt room or light therapy visors while you are meditating in your biohacking session.

What do you think the spa of the future will look like?

This is an interesting question because my answer is actually twofold and ironically on opposite sides of the spectrum. I believe that spas will increasingly be the go-to for socializing, community and human touch. These are all things that we crave as humans and cannot be provided solely by technology or in the privacy of our own homes.

However, as much as these will be the focus of spas I feel that there will also continue to be an increase of the use of technology and touch-free experiences. Science continues to make progress daily and there are and will be amazing tools for us to use to help relieve stress, improve mental health, and lead us to an optimized self. This is not only in treatments themselves, but in the transactional areas of the spas. We will continue to automate many interactions including checking in, checking out, locker services, etc.  We will reduce human interactions in many ways while at the same time increasing socialization, community and group activities with an increased focus and improvement to physical treatments. For example, communal areas of spas will be expanded with more group interactions like hammams, snow rooms, bathing rituals, and sound baths, while transactional areas will be reduced in size.  I believe this to be true even in the luxury sector.

Nothing will ever replace the caring touch of another person, the sharing of stories at a mindfulness event, meeting with friends that you haven’t seen in a while for some much needed downtime including hugs, laughs and even tears.

What challenges will the industry face?

I think the spa industry will continue to face staffing challenges.  Finding therapists and leaders will continue to prove to be a challenge globally. A major implication will not only be to find people for these roles but to find quality, educated and inspired people.

What do you think a future generation of spa and wellness leaders will need to do to succeed?

The future generation of spa and wellness leaders will need to take care of themselves first. We are making such strides in the advancement of treatments and experiences from wellness retreats to urban day locations and often times the leaders and leading therapists focus solely on providing for the guests while neglecting their own health and wellness. Burnout is real and the future generation of leaders need to make this a priority and have more means than ever before to do so.

What skills will they have to have?

A top skill for leaders of the future will be human empathy. I am finding that team members are valuing a caring approach and have the need to be heard and understood more than ever before. In fact, they are expecting and demanding it. A leader will need to be cognizant of the mental health and wellness of their team members and show genuine concern and interaction.

What are you excited about?

Anyone who knows me knows that I get excited by pretty much everything! With that being said, the things that I am most excited about are the technological advancements we are making in health and wellness, the fact that wellness has such a farther reach outside of the spa walls, and on the other side of the spectrum we are turning to ancient modalities more and more proving their importance and efficacy.

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. Learn more at book4time.com

The post Accor’s Magdaleena Nikolov on tech, wellness, and the future of spa appeared first on Spa Executive.

Emlyn Brown, Vice President, Wellbeing for Accor Luxury & Premium Brands shares insight with Spa Executive about changing consumer expectations and quantifying the ROI of wellness  in hospitality.

Accor is a world-leading hospitality group with more than 5,100 hotels, resorts, and residences across 110 different countries. The Group has one of the industry’s most diverse and fully-integrated hospitality ecosystems encompassing luxury and premium brands, midscale and economy offerings, unique Lifestyle concepts, entertainment and nightlife venues, restaurants and bars, branded private residences, shared accommodation properties, concierge services, co-working spaces and more.

A company that embraces wellbeing, innovation and technology, Accor has recently launched new initiatives that include Pullman Power Fitness Fueled by Les Mills, making Pullman the first boutique fitness hotel brand with around-the-clock innovative fitness classes, in-room fitness amenities, challenging boot camps, and Pullman Fitness Squad events. Another initiative is the in-room sleep wellness program at select Fairmont Hotels in North America. The program is designed by Three Sages and features an app that guides guests through restorative yoga, stretching, breath work, mindfulness and sleep practices.

Emlyn Brown is Vice President, Wellbeing for Accor Luxury & Premium brands. A respected figure in the hospitality industry and devoted wellbeing advocate, Mr. Brown has worked with some of the best-known hospitality companies and consultancies in the world and has said his goal is “to surpass the expectations of our guests and to infuse their entire experience with opportunities for transformative, innovative and extraordinary moments of wellbeing.”

We spoke with him about changing consumer expectations and quantifying the ROI of wellness initiatives in hospitality. Here’s what he had to say.

Please talk a bit about your career trajectory.

I started working in the health club industry many years ago and later felt that the spa industry would be a great opportunity for me to apply my skills in fitness and exercise and things that I was passionate about, while traveling and working around the world. I worked at Jumeirah’s Burj Al Arab in Dubai, then with Six Senses in Asia before moving on to work with consultancies, including GOCO hospitality, based in Bangkok, and Resense, based in Beijing. About two and a half years ago, I joined Accor as VP of Wellbeing. I’ve been fortunate to work with leading wellness consultants, companies and hotel brands and have covered everything from operations to design development to finance feasibility. I suppose it’s that diversity of experience that allowed me to assume the role with Accor.

I think working in health clubs provided a good grounding in terms of commercial and business application towards health and wellbeing. I realized in the late 90s and early 2000s that this was a growth industry and that there was a more holistic approach to people’s wellness and wellbeing. 

In the Accor Wellbeing White Paper, I read about how consumer expectations are changing. Can you talk about that?

There is a continuing acceleration of the adoption of health and wellbeing practices. We know that 75%-80%, of our guests are taking active steps to improve their health on a daily basis, and that the wellness traveler spends about 55% more than the normal leisure traveler within the property.

This is going to get even bigger as people develop a deeper understanding that health is wealth. We will see strong acceleration in three key areas. One of these is understanding of the power of nutrition and things like gut health and intermittent fasting. Another area is exercise and movement. Exercise is now completely mainstream and the expectation from people coming into our hotels for a high-quality exercise experience across multiple living areas is a key driver. Third is the adoption of mindfulness and meditative practice. People are turning towards meditative practice, meditative apps, moments of peace, and breathing exercises to help deal with the stress of daily life. These things are going to influence how we create and develop programs and services within the hotel landscape. 

Also, with COVID came the acceleration of adoption of digital practice for us as an industry. How can we get the wellness message out to a broader audience using digital apps and online messaging? That’s going to be a significant shift.

Do you think the hotel industry has a good understanding of the ROI of wellness?

The idea of measuring ROI is sometimes a difficult one. We always take a strong stance to ensure financial feasibility and understanding of the market when creating new wellbeing facilities within our hotels. But now that people have a more sophisticated understanding of what creates success, I think that the overall ROI on wellbeing needs a stronger measurement.

For me, the measurement is what I would call the “drive and aspiration” to visit a property and the attractiveness of wellness and wellbeing activity. It’s a bit of a non-tangible discussion, but what makes a person actually click through and book a hotel? The aspirations to participate in health and wellbeing, spa experiences, and recreational activities are important drivers for properties to attract guests. If you look at the reasons why consumers actually visit properties or become loyal to certain brands, you’ll find that wellness plays a very important role.

What are some challenges you expect the industry to encounter in the foreseeable future?

Naturally, the challenge of the moment is waiting for the COVID situation to stabilize. When that happens, we will see the impact of significant pent-up demand for travel. The industry needs to be ready. There will be peaks and troughs. Travel will probably first be hyper local, then more regionalized, before spreading out globally.

Long haul travel will take a little while to return and that will impact spas, but the industry can capitalize on this heightened interest in health and wellbeing. Resort locations will have an easier time. Urban locations will need to focus on local customer capture, which will be a bit of a change. That wasn’t the primary focus for the hotel spa before and will mean a change in sales and marketing activity.

What industry developments or movements are you excited about?

One thing that excites me is the use of equipment and technology in spa and wellbeing to help support and accelerate recovery. Things like infrared sauna, hyperbaric oxygen therapy, IV therapy, LED facial support, cryotherapy, floatation … these things are quite interesting from both a consumer and business point of view. From a yield perspective and a membership perspective, there is a lot of opportunity in that crossover from the classical spa towards something supported by equipment and technology to support wellness, detoxification, recuperation, and rejuvenation.

I also like the idea of traveling retreat programs and pop-up destination spas and wellbeing in many of our properties around the world. If you bring the right experts to a property for a fixed period of time, like two or three weeks, then you pick it up and bring it somewhere else, you can create destination wellbeing retreats at various locations around the world. That’s an exciting opportunity.  These are things we’re looking at adopting within our group.

What are you excited about at Accor?

We’re proud of our Power Fit program for Pullman, for which we have partnered with Les Mills for a video-on-demand concept of fitness across Pullman Hotels & Resorts locations worldwide. We’ve also created a group of fitness ambassadors in each of our global regions – young, entrepreneurial, dynamic fitness people to help generate interest and coach people to move and get fit.

We’re going to be refreshing the Fairmont spa brand, launching a new identity for the spa with three fantastic openings happening this year in Los Angeles, Windsor, and Taghazout Bay, Morocco. All three are going to be world-class facilities.

And then we’ve got a semi destination hotel-resort spa opening in Southern Spain under the SO/ umbrella, in Sotogrande. It’s three and a half thousand square meters including fitness, sport, and spa with a wellbeing focus. That’s something quite exciting. These openings are the fruition of a number of years of work and some strong steps forward in terms of what we feel wellbeing is within our properties.

Subscribe to our newsletter and download our special report: Nine spa and wellness trends for 2021. Download here.

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. Learn more at book4time.com.

The post Accor’s Emlyn Brown on consumer expectations & quantifying wellness ROI appeared first on Spa Executive.