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 

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 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: 

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.  

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?” 

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.  

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. 

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 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.

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.  

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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 hospitality-driven 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 wellbeing-centric guest journeys across our portfolio, the international expansion of the Banyan 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, 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 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.  

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? 

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.

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. 

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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 sauna-goers 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 high-end hydrothermal spa and wellness environments, has partnered with Aufguss WM to bring this competition to the U.S.  

“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.

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.

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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 multi-location 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.” 

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.

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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.”

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. 

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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.  

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.

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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 pre-industrial!) 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. 

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 low-tech, 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. 

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.  

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.

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.

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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 long-term 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 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. 

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.

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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 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.”   

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. 

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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 limited-time 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 non-peak 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 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

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. 

 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 high-profile 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. 

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