We asked Luna Maye, Director of Wellness and Spa at W Philadelphia, about her new role, the AWAY Spa, and the healing power of sound. 

Luna Maye is the recently appointed Director of Wellness and Spa at W Philadelphia, the luxury hotel in Center City renowned for its focus on wellness, creativity, and meaningful connections. Bringing more than 15 years of experience in hospitality, music, and wellness to her position, she is internationally recognized for her pioneering work in sound therapy and meditation. 

Ms. Maye previously collaborated with W Philadelphia, delivering groundbreaking meditative concerts and transformative sound therapy sessions at AWAY Spa, offering enriching experiences for both guests and locals. She steps into her new role at the award-winning AWAY Spa with the aim of redefining wellness for guests by introducing rejuvenating treatments and innovative programs. 

We asked Luna Maye about her new role, the AWAY Spa, and the healing power of sound. 

Please talk about your career, how you came to be doing what you are today, and how did you first discovered the healing power of sound. 

I’ve always had such a deep connection and passion for music, wellness, food, culture, and the way we can build worlds in hospitality to welcome people into connection with themselves and each other.  

I believe luxury hospitality environments are about welcoming all to experience what it’s like to be deeply cared for. It’s not about accommodating needs, it’s about the art of anticipating them. This ability to leverage emotional attunement to sense and anticipate the needs and delights of a guest is such an art and science that I am passionate about resourcing teams honing.  

I discovered sound therapy as a vehicle for my own healing after a fast-tracked career and as an ambitious young woman, this pace drove me to my upper limit. After pouring all of myself into being of service to others, I became unrecognizable to myself. 

I knew I was ready to find new levels of healing, release, and peace, but I couldn’t quiet my mind and listen to the innate wisdom within me until I was introduced to sound meditation. It immediately resonated. I dove heart first into deep study and eventually transitioned my career into something that bridges worlds between all passions in service of our collective birthright to feel safe, connected, and vital.  

What does your role entail?  

As Director of Wellness and Spa at AWAY Spa W Philadelphia, I oversee all aspects of the spa operations and wellness programming. These initiatives welcome not just our guests, but our teams into spaces of inspiration and well-being.  

I most enjoy serving those that are of service to others. I believe true luxury hospitality environments require well-resourced and cared-for associates who can find their own sustainable connection to being of service that doesn’t compromise their own needs as fellow human beings.  

As the new Director of Wellness and Spa, what is your vision for elevating the wellness offerings at W Philadelphia?  

We are building off of the awareness that to welcome others into an elevated space, we ourselves need to feel well-resourced and cared for. With that sustainable foundation in mind, I am thrilled to co-create with my team at AWAY Spa a boutique, grounded, luxurious approach to both spa services and wellness programming.  

We are launching our Comfort Zone Skin Regime 2.0 facial service and retail initiatives this spring and I’ve enjoyed interacting with our Comfort Zone products as they leverage the wisdom and technology behind nature’s essences to support sustainable longevity of skin and well-being.  

Additionally, we are unveiling a boutique bathhouse experience, a new luxury amenity available to all spa and hotel guests. Featuring contrast therapy — one of the most effective techniques for nervous system regulation, physical recovery, and deep relaxing. This therapeutic space will further enhance the wellness journey at W Philadelphia.  

Our 2025 Wellness Programming offers a rich array of personalized experiences. Each treatment is thoughtfully designed to help guests discover and enhance their individual path to wellness, with customized formulas that align with their unique goals and needs.  

How do music and sound add to the wellness experience?   

Set and setting are just as important as the experience itself. How we engage the senses and attune the environment creates the container for the most optimal and luxurious experience.

From our state-of-the-art ergonomic treatment tables that feel like you’re floating on a warm cloud, to our spatial audio sound bath listening experiences, and our organic nourishment to fuel the body and ground the spirit, all the senses are delighted and attended to.  

But ultimately, sound is the strongest sense tied to memory. It’s also one of our primary brand pillars at W so we focus each environment of the spa and hotel on its own unique playlist that supports that piece of the guest journey.   

What are the signature treatments or unique experiences to be introduced at the AWAY Spa to set it apart from competitors?  

Technical ability, warm professionalism, and sensorial luxurious attention to detail separate us from our competitors. Our service providers are some of the most experienced in the industry and show up every day with a genuine love for what they do and an ability to welcome our guests into a space where they can feel most comfortable relaxing.  

One of our most popular mid-week treatments is our RESET Massage. This is a 50-minute massage service that supports and prioritizes mid-week Zen for the professional who sees the value in pressing pause and resetting before resuming the responsibilities of life with more magnetic and grounded energy.  

We also love welcoming groups to celebrate together and designing specialty boutique spa experiences for them. Each spa guest has access to our WET Deck as part of their experience and at W Philadelphia, it’s not just access to a rooftop pool they get, but rather access to our in-house programming that celebrates art, culture, and community. It’s why I have always stayed at a W when traveling, long before becoming a part of the family in this capacity.   

What makes a great guest experience in luxury hospitality? What role does creativity play in the guest experience?  

Beyond anticipating needs which I touched on earlier, it’s important to recognize that each guest has their own intention for their stay and with that, their own unique needs and expectations.  

W Philadelphia represents liberated luxury, and through this grounded approach to luxurious hospitality, we can get to know our guests on a deeper level. By fostering organic connection, we have insights into how to create tailored memories. 

We want the talent across our team to feel celebrated and to embrace their individual creative approach to hospitality. The modern guest is deserving of a multi-sensorial approach to service. I’ve found throughout my career in leadership, that the art is not in the who or what, but in the why. A genuine human connection will always be the best approach.   

With wellness trends evolving rapidly, how do you plan to keep the W Philadelphia at the forefront of innovation in this space?  

One way to lead is to master the foundational basics and continue to elevate the ways, both small and large, in which we hone the wellness experience for the guest. Continually reinventing the wheel isn’t always the answer. I think right now there’s something powerful to be prioritized in returning to a simpler, more authentic, and holistic approach to wellness that centers on nature and the natural essence of who we are.  

What is the biggest challenge the spa/hospitality industry is facing? 

One of the most significant challenges in the spa and hospitality industry today is finding harmony between client care and operational sustainability, particularly when it comes to managing last-minute changes and missed appointments. We see this especially in how scheduling changes can create ripple effects for both our clients and our providers. 

When a client books time with us, they’re sharing not just their resources, but their trust in our care. At the same time, our providers dedicate themselves to preparing personalized experiences for each guest. Finding ways to honor and protect both these commitments – while building lasting relationships – has become increasingly important to the health of our industry. 

Through emotional intelligence and thoughtful communication, we’re learning to create environments where both clients and providers feel valued and understood. This delicate balance isn’t just about managing schedules or missed appointments – it’s about nurturing the human connections that make our industry unique. While this insight comes from spa services, it reflects a broader truth about how we can better serve and care for each other in any hospitality setting. 

What are you most excited about for W and for the industry as a whole? 

I’m excited to see wellness and spa experiences becoming more integrated into daily life rather than being viewed solely as special occasion luxuries. It’s inspiring to witness both professionals and clients recognizing the value of regular self-care, from small daily rituals to more immersive treatments in environments that align with their values.  

I’m particularly energized by the possibility of each person discovering their own unique definition of wellness. At W Philadelphia, I look forward to collaborating with our team and community partners to create treatments and experiences that support this personal journey of wellbeing. 

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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Ellen Franke, General Manager at Patina Osaka, talks about her career, the new hotel’s wellness offerings, and the trends she’s excited about for 2025.

Patina Hotels & Resorts is a modern luxury lifestyle brand from the award-winning Capella Hotel Group designed for travelers seeking seamless transitions between work, play, and wellbeing. Their flagship property, Patina Maldives, Fari Islands, offers 90 contemporary one- to three-bedroom Beach and Water Pool Villas, alongside 20 Fari Studios, all of which encourage connection and soothe the senses. The brand emphasizes sustainability, meaningful connections and transformative experiences. Patina’s commitments to personalized, exceptional service and environmental responsibility create a harmonious blend of sanctuary and stimulation, fostering meaningful connections for discerning guests with themselves and their surroundings.

Set to open in 2025, Patina Osaka is Patina’s first urban property, blending the brand’s signature ethos with the vibrant energy of the city. Designed to cater to modern travelers, the property will feature thoughtfully curated spaces that seamlessly integrate luxury, cultural immersion, and holistic wellness. Guests can expect transformative experiences that celebrate Osaka’s rich heritage while embracing Patina’s commitment to sustainability and innovation. This new venture marks a bold step in expanding the brand’s footprint, offering a sanctuary for those who value balance amidst the urban rhythm.

Ellen Franke brings a wealth of global experience and a deep commitment to transformative hospitality to her role as General Manager of Patina Osaka. A leadership style dedicated to fostering teamwork and excellence ensures that Patina Osaka will be both a vibrant urban retreat and a shining example of modern luxury hospitality. We asked Ellen Franke about her career, the new hotel’s wellness offerings, and the trends she’s excited about for 2025.

Can you please talk about yourself? What is your role and what does it entail?  

Konichiwa (hello in Japanese)! I’m Ellen Franke, General Manager of Patina Osaka, the first urban hotel under Patina Hotels & Resorts and the first Patina in Japan. I’m excited to immerse myself, my teammates and guests into the world of transformative luxury and I bring over 25 years of experience in luxury hotel management across Europe, the USA, China, and Malaysia. I began my hospitality career in the food and beverage sector and later transitioned into the travel sector with several Ritz Carlton properties worldwide. Throughout my hospitality career, I have embraced a culture of service and excellence. I believe the key to delivering exceptional customer service is a well-supported team, so I constantly strive to empower my teammates to work in unity.

As the hotel General Manager, I am responsible for overseeing daily operations to ensure high guest satisfaction, managing the financial performance to maximize profitability, and leading the property team by providing guidance, training, and fostering a positive work environment.

As Patina Osaka prepares for its 2025 opening, what unique wellness concepts are in store?

Patina Wellness, Patina Hotels & Resorts’ holistic wellness program, is a fresh concept that will focus on functionality and results. We are high-touch and high-impact. Patina Wellness promotes a balanced and grounded lifestyle rooted in community. The new holistic concept aims to nourish both the mind and the body.

We have an entire floor dedicated to offering bespoke treatments and serene sanctuaries for guests to unwind and revitalize. As an urban wellness destination, we are excited to introduce our comprehensive offerings. Specifically, our menu of technology-assisted treatments, restorative and traditional spa treatments, innovative beauty treatments and fitness, movement and mindfulness classes that will appeal to like-minded and conscious travelers.

Can you share any details about sustainable or eco-friendly practices that will be implemented in the spa and wellness areas? 

We are committed to sustainability and eco-friendly practices in our spa and wellness areas. We are excited to offer only top-quality, natural and organic skincare and wellness products that are chemical-free and sustainably sourced. Patina prioritizes sourcing locally to support the community and to care for the planet. The hotel lives and breathes with a mindful, biophilic design, offering a serene environment that connects guests with nature. Patina Osaka’s interior concept is inspired by memories of the adjacent Naniwa no Miya Ato Park and Osaka Castle, connecting our guests with the memories, history and heritage of the land. Each level of the hotel is individually designed to pay homage to the land and features natural elements like copper, wood, earth and water.

Ingredients at P72, Patina Osaka’s signature restaurant, will be grown from Patina’s own organic garden, with specially selected produce that showcase the best of the Kansai region. I’m truly excited about the positive impact our offerings can make in Osaka.

How will Patina Osaka’s wellness programming reflect or incorporate Japanese wellness traditions? 

Our wellness programming will deeply reflect and incorporate Japanese wellness traditions, creating a unique experience for our guests. Some key elements that reflect Japanese tradition will include:

Mindfulness and Zen Practices: Our programming will emphasize mindfulness through practices such as meditation and yoga, drawing from Zen philosophies that encourage inner peace and balance.

Seasonal Rituals: We plan to incorporate seasonal wellness rituals that align with Japanese customs, celebrating the changing seasons and their impact on wellbeing. This might include seasonal ingredients in our treatments and wellness menus. For example, during Cherry Blossom season, Patina will implement outdoor yoga and cultural wellness activities in the park across from Osaka Castle as well as Cherry Blossom facials.

Nature Connection: We’ll create serene spaces that encourage a connection with nature, reflecting the Japanese appreciation for the natural world, which is integral to wellness.

By weaving these traditions into our offerings, we aim to provide a holistic wellness experience that not only rejuvenates the body but also nourishes the spirit, allowing guests to immerse themselves in the beauty of Japanese culture.

What innovative technologies or practices will be incorporated into Patina Osaka and its facilities? 

The Well-Tech therapies at Patina Osaka will feature the latest in the wellness industry, inspired by biohacking, and include devices/machines/equipment such as ice baths, cryotherapy chambers, infra-red saunas, hyperbaric oxygen capsules, red light photo-biomodulation capsule etc. They promote optimal well-being; support recovery and rehabilitation and they tend to work best with a facility with a strong gym/fitness focus and are often supported by physiotherapy services.

With the wellness industry seeing an increased focus on holistic wellbeing to enhance healthy aging and longevity, people are paying more attention to internal and external factors that impact human health. At the same time, health-conscious individuals are looking to find a community of like-minded individuals who share a passion for wellness with the perspective of nurturing wellness as a lifelong journey. At Patina Osaka, we’ve kept this ongoing trend in mind to offer a collection of practices that will best reflect today’s modern, wellness-minded traveler.

What trends or developments are you excited about for 2025? 

I’m excited about several trends and developments in wellness and spa for 2025. Here are a few that stand out:

Holistic wellness approaches: There’s a growing emphasis on holistic wellness that integrates physical, mental, and emotional health. This means more personalized programs that cater to individual needs, combining fitness, nutrition, and mindfulness. At Patina we understand that everyone has their own pace when it comes to their wellness journey and therefore are looking to reflect industry trends to provide tools and programs that will offer tailored journeys and offer a holistic approach.

Technology integration: The use of technology in wellness is on the rise, from virtual reality meditation experiences to apps that track wellness goals, giving us a new perspective on health. I’m particularly excited about how these new tools and innovations can enhance the guest’s experience and provide tailored wellness journeys that will give us more intel on how our bodies and minds work in tandem.

Sustainable practices: As sustainability becomes increasingly important, I’m thrilled to see more spas adopting eco-friendly practices. This includes using natural products, minimizing waste, and creating serene environments that connect guests with nature. At Patina we have prioritized all these practices as well as emphasizing supporting local to reduce carbon mileage to connect our guests to their current place.

Cultural wellness experiences: There’s a trend towards incorporating local cultural practices into wellness offerings. This allows guests to engage with the traditions of the region, enhancing their overall experience.

Mental health focus: The importance of mental health is gaining recognition, leading to more programs centered around stress relief, mindfulness, and emotional well-being. I believe this shift will create a more supportive environment for guests.

These trends reflect a broader understanding of wellness as a multifaceted journey, and the team is looking forward to bringing these elements to life at Patina Osaka.

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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“The importance of community can’t be overstated,” says Lisa Michaelis, founder and CEO of Live Love Spa, a premier community for spa professionals to connect and discover trends, products, experiences and emerging insights in wellness.

Live Love Spa is a premier community for spa professionals to connect, discover and learn about new trends, products, experiences and emerging insights within the wellness space. Live Love Spa specializes in creating unique, immersive spa and wellness experiences for industry professionals. These include curated events that provide a platform for networking, product sampling, and education. The company is known for its intimate, hands-on approach, allowing participants to experience new treatments and products firsthand. 

Lisa Michaelis is the founder and CEO of Live Love Spa. With over 20 years of experience in the spa and wellness industry, Lisa is a visionary leader known for her passion for connecting people and driving innovation. Her deep understanding of the needs of both operators and brands has made Live Love Spa an influential force in shaping the future of spa experiences. 

Lisa Michaelis is also the creator of National Wellness Month, an initiative encouraging people to focus on their health and wellbeing in August.

We spoke with Lisa Michaelis about Live Love Spa, the value of community, and what works in wellness marketing.

What inspired the creation of Live Love Spa, and how has it evolved over the years?

The inspiration behind Live Love Spa came from a desire to redefine how the spa and wellness community connects, learns, and grows together. I’ve always been passionate about wellness and its power to transform lives, and I noticed a need for a more hands-on, personal approach to learning and networking in our industry. The traditional format of trade shows didn’t capture the essence of what we do in spas – creating meaningful experiences that nurture the body, mind, and soul.

So, I asked myself, “What if we created an event inspired by experiences?”

We started by creating a welcoming environment for spa professionals to experience products firsthand. Over the years, Live Love Spa has evolved to include more than just events. We’ve developed a community that supports the growth and success of spa professionals and brands alike. From our Destination Wellness Retreats, Spark Leaders Summit, digital connection and online directory with our SpaPro app, and a full-fledged e-commerce solution, affiliate program, and a media event to celebrate Wellness Month, we continue to innovate and adapt to meet the changing needs of the industry. Our focus remains on fostering meaningful relationships, driving growth, and celebrating the impact of wellness.

Can you describe the unique aspects of Live Love Spa events compared to traditional trade shows?

Live Love Spa events are anything but your traditional trade shows! We know how exhausting trade shows can be – you’re on your feet all day, wandering around a maze of booths, trying to squeeze in conversations, let alone make the meetings meaningful.

Our events are intimate and experiential, where you can actually try the products and services in a spa environment, just as your guests would. It’s all about creating a comfortable and engaging setting here genuine connections can happen naturally.

We also sprinkle in a bit of our secret sauce; fun, interactive activities and networking sessions that feel more like a wellness event than a business event. The idea is to leave you more informed, rejuvenated, and inspired. At the end of the day, you walk away with new ideas, new partnerships, and even a little glow! It’s a unique way to do business and build relationships, and we love that our community embraces it with open arms (and sometimes in a spa robe!).

Can you talk about the importance of community and why it matters in this or any industry?

Community is the heart of everything we do at Live Love Spa. In our industry, where we dedicate ourselves to enhancing the wellbeing of others, having a supportive network makes all the difference. Being a part of this community means you’re valued and supported. You can pick up the phone and reach out to someone to share ideas, ask for advice, or even collaborate on a new project. Live Love Spa is a place where relationships are built on trust, shared experiences, and a genuine desire to see each other succeed.

Whether you’re a spa owner, therapist, or brand, having a strong network means you’re not alone in navigating challenges. You have people rooting for you, ready to share their insights, celebrate your wins, and help you achieve your goals.

The importance of community can’t be overstated. When we support each other, we’re not just growing our businesses, we’re elevating the entire industry and, ultimately, helping more people experience the power of wellness. 

We missed National Wellness Month for this issue but can you talk about the reasons behind creating this month and what you hoped to achieve?

I created National Wellness Month in August of 2018 to support and celebrate the people and businesses dedicated to helping others live healthier, more balanced lives. This is now a nationally recognized month and is supported by media and industry partners every August. 

We saw an opportunity to amplify the message of wellness, not only to those in the industry but to consumers as well. It was a chance for us to come together as a collective, spotlight the incredible work being done, and inspire even more people to prioritize self-care. We also wanted to provide an opportunity for our brand partners to equip spa professionals and wellness businesses with marketing tools, resources, and partnerships to engage their communities and promote their offerings in a meaningful way. Wellness Month has become a platform that supports businesses connecting with their audience, sharing their expertise, and building awareness, all while celebrating the spirit of wellness.

What marketing strategies have been most effective for Live Love Spa?

One of our most effective marketing strategies is experiential marketing. We don’t just talk about products or trends – we let people experience them firsthand, and in spa environments. Something magical happens when you see, touch, and feel the products yourself – it builds a stronger emotional and practical connection.

Another key strategy is building solid relationships. We genuinely care about our community, which creates trust and value. Wellness Month, for example, has been a fantastic way to unite the industry around a common cause. By creating initiatives that everyone can participate in, we amplify our message and make a bigger impact together than we ever could alone.

Lastly, we’re very intentional with our outreach – every email and every invitation is personalized and thoughtful. We want our community to always feel valued and seen. So, in short, it’s a blend of creating authentic experiences, building relationships, and staying connected and relevant – that’s what’s driven our success and engagement. And we always add a little fun and personality along the way!

What marketing advice can you share for hotels, spas, and hospitality businesses?

Make it easy for someone to say “Yes, I want that!” Think about how you can simplify the decision-making process for your customers. If there are too many layers and considerations, people won’t take the time to sort through it all.

Package your offerings in a straightforward and compelling way. Instead of overwhelming customers with too many options or complex pricing structures, focus on clear messaging and value-driven packages. You want to eliminate any friction and make it effortless for them to say, “Yes, I’ll book that right now!” 

Emphasize what makes your property or service unique – a signature spa treatment, a special amenity, or a one-of-a-kind experience. Show them the value, make buying easy, and create a little urgency with exclusive perks or limited-time offers. When guests see something beautifully packaged, clearly communicated, and ready to go, they’re far more likely to jump at the opportunity.

How do you ensure that Live Love Spa stays ahead of trends in the wellness industry?

Staying ahead of trends in the wellness industry is in my blood. As a first-born Korean, I was raised with a mindset of striving for excellence and always looking ahead. This drive fuels my passion for what I do and keeps me on the pulse of industry trends.

I’m constantly learning, whether it’s through research, attending industry events, or being around individuals who are setting the trends themselves. I believe that to be a true leader in the industry, you have to surround yourself with innovators and forward-thinkers. It’s those conversations and shared insights that help us keep our finger on the pulse and continue pushing boundaries. 

At Live Love Spa, we’re not just watching trends, we’re actively part of the conversation that shapes them.

In what ways can hotels and resorts better integrate wellness into their customer experience?

Hotels and resorts have an incredible opportunity to become true wellness advisors for their guests rather than just offering a one-and-done facial or massage. It’s about looking beyond the treatment menu and thinking about how they can support their guests’ entire wellness journey.

Be the place where guests discover new rituals, products, and practices that elevate their wellbeing. Even if your resort caters to a transient audience, you can create experiences that introduce something new, like contrast bathing, meditation techniques, or a CBD-infused treatment. Then, guide them with the next steps they can implement when they get home or an easy way to purchase the at-home experience and have it shipped to their home. Suddenly, you’re not just a spa; you’re a trusted source for wellness solutions, and guests will rave about their experience long after they’ve left, and think of you whenever they need wellness advice or inspiration!

What are you excited about?

I’m most excited about wellness having its moment! People are finally seeking out what we’ve been championing for years. Wellness is no longer a “nice-to-have” – it’s essential, and everyone’s starting to see that. Creativity is thriving right now, whether it’s in how wellness is integrated into architecture or how experiences are designed to be more meaningful and transformative. The next 10 years will be full of innovation and expansion, and I can’t wait to see how far we can take it!

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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We spoke with Eric Litman about his journey, Aescape’s mission, and the challenges robots can help resolve in the hospitality and wellness industries.

Eric Litman, the visionary behind Aescape, is pioneering the integration of AI and robotics into wellness to deliver personalized, high-quality massage experiences. He founded Aescape in 2017 with a leadership team that includes experts from Amazon, Uber, and Meta, aiming to revolutionize self-care through AI-driven robotics. In spring 2024, Aescape launched its first fully automated, customizable massage experience, recently rolling out at 10 Equinox locations in New York City and the ila Only Spa at Lotte New York Palace. The company also made its Miami debut and first installation outside of New York at the Privai Spa at Kimpton Epic Hotel. Supported by $80 million in funding, Aescape addresses gaps in the market by leveraging cutting-edge AI and human insights to provide wellness solutions tailored to individual needs.

Asked about the driving force behind designing a massage robot, Mr. Litman said, “I have been building tech companies for as long as I’ve been employed. Aescape is in many ways the culmination of my experiences over the years and the representation of my biggest passions in life, which are my own personal wellness and health journey and in bringing technology and data-backed solutions to the improvement of our wellbeing.”

We spoke with Eric Litman about his journey, Aescape’s mission, and the challenges robots can help resolve in the hospitality and wellness industries.

Can we talk more about where the idea for Aescape came from?

Yes. I’ve been computing since I was very young, and along with that have been implementing all the common practices of hunching over with poor posture and poor body position, while also being very athletic. Plus, I’ve also spent a lot of time on airplanes. The combination of those things really put a toll on my spine and I spent eight months of my life needing a massage every day to address the very specific problem of a bulging disc. I got massages in every country and every location you can imagine, and it often didn’t solve the problem. This is how I learned about the challenges of finding high quality people to deliver great massages, and it seemed like there was an opportunity to bring in an alternative solution that would let people like me, with a very specific need, get what they want.

It’s a very different product from a massage therapist and we are intentionally not trying to replicate a massage therapist. The two will live side by side and do different things for the world. We are here for the people that want to self direct their care and who are looking for specificity and consistency no matter where they go. There’s never any guesswork.

Can we go a bit further into the challenges this technology addresses for the industry?

Interestingly, if you look at the annual ISPA PWC report, they say that about one in five US adults got a massage in the last 12 months. Our research has shown there’s about another one in five who say they would get regular massages if it wasn’t from a person, because of issues like body sanctity, body dysmorphia, and anxiety with strangers of the same or opposite gender. We see that here all the time. We have people come in for Aescape massages that have never had a massage with a person before, never wanted one, and they love it and come back as repeat members.

There are obviously benefits to working with a massage therapist, but there are not enough people to meet demand, and what happens is the people who are particularly good at the job feel the squeeze because they end up picking up extra shifts when there aren’t enough LMTs available. Our product creates a baseline level of availability that gives the therapists more predictability to their schedule. Plus, we believe over time this will ultimately raise the economic value for the therapist. We think therapists will be able to charge more because there’ll be a premium on high quality service from a human massage therapist. We think of ourselves as a labor augmentation.

What are some more benefits?

The robot allows an operator to rethink many of their service design choices and create new revenue opportunities. You can offer a massage at five o’clock in the morning when someone gets up early, or at 11 o’clock at night. Let’s say a traveler comes in from a long set of flights and their room isn’t ready. You could give them a drink at the bar, or you could give them a massage while you’re getting the room ready. And because it’s a clothed massage, you don’t necessarily need to put it into a spa. You can put it in an open area, maybe with a screen around the bed for some lightweight privacy. Or maybe you turn over one of the rooms, put our table in there, and now can offer wellness amenities. Your front desk staff could be the ones to guide people to the table and hand them a set of clothes. You require very little operation to go along with it.

We’re also here to help with driving utilization. We’re not just dropping off a product. We deliver a service. We help to drive demand and to smooth the demand curve throughout the day. We really partner with the places and locations where we deploy these tables.

There are other companies that have created massage robots or similar products. Why do you think we haven’t heard more from them? What makes Aescape different?

This is incredibly complex. It’s not a difficult idea to conceive of, particularly if you’ve lived in or known the industry and know about the labor shortage. But it’s very easy to vastly underestimate the complexity of building something that can function safely and autonomously around all the different body shapes and forms and all the human behaviors. It’s really hard.

So, while we definitely would say that we are one of the more advanced robotics companies on the planet, that’s not  the point. The point is that we create great experiences. We think through all the details from the beginning to the end of the journey to ensure that everyone that encounters this feels like their needs have been met. And there’s just so much to that.

We have a customer satisfaction rate above 90%. Our peak user rate continues to grow even with limited availability because the tables tend to all be booked out. The market is telling us that we’ve done pretty well. Now, from our perspective, we think we’re only at the beginning and we know how much more we can do, but market feedback says we’re on a good track.

How does it work?

It’s very straightforward. You book the experience through an app, like you would book a restaurant or car service. You come into the room, you put on really cool clothes that make it so that you don’t have to have lotion or oil. You’re not showering afterwards, you’re not nude in front of a stranger or in a strange environment. You lay on the table. We have sensors that scan you into the system, make a model of your body, and use that to hyper personalize a massage. Then, as you lay on the table, there’s a big beautiful touch screen showing your body in 3D, and you can make desired changes. You’re informed at all times of what’s happening and what is going to happen next, so you’re never wondering if it’s going to get to your glutes or hamstrings. That’s all laid out for you in front of you.

And it remembers you. So, no matter which location you go back to, whether you’re at an Equinox, the Palace Hotel, or any other location into which we’ve been deployed, you have an experience that is tailored to you.

Please talk about some of those locations – where are you and where are you going to be?

We’re in Equinox and ila Only Spa at The Palace Hotel. We’re also in Previ Spa at the Kimpton EPIC in Miami. Currently we’re rolling out two to three new locations every week and will also be announcing partnerships with professional sports teams, corporate offices, and more hotels. There is quite a bit of distribution coming up.

And are you excited about any other technology in the wellness or hospitality landscape right now?

I love what people are doing with what I think of as the mitochondrial journey. So you have heat and cold and light therapy, all driving mitochondrial benefits. Those are super interesting and there’s a ton of research behind it. I love seeing more technology being integrated into fitness equipment where you can start to quantify the work that you’re doing throughout your fitness journey and access metrics to drive you and give you the insights you need to set real goals and real targets other than just showing up in a gym every day. There’s so many exciting things happening out there.

For so much of time we’ve relied upon tradition and anecdote to drive how we think about our health and what works well for our health. And we’re now at a point in time where we have a better understanding of why certain things impact us the way they do, which allows us to recraft solutions from the objective point of view. I think we’re just at the very beginning of that.

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Spa Executive asked Daniel Spencer, Agua Caliente Casinos’ Director of Spa, about what makes his spas special and the unique challenges of running a spa in a casino resort.

The collection of Agua Caliente Casinos is made up of three world-class properties – in Rancho Mirage, Palm Springs, and Cathedral City, California — each offering its own unique experience.

Owned and operated by the Agua Caliente Band of Cahuilla Indians, the Agua Caliente Casinos properties offer exciting gaming action, a range of attractions, fine dining and shopping, premier entertainment, and top tier service and hospitality. Agua Caliente Resort Casino Spa Rancho Mirage has been awarded the Forbes 4-Star rating for its resort hotel and fine dining establishment, and the Forbes 5-Star award for its Sunstone Spa.

The Sunstone Spa in Rancho Mirage and The Spa at Séc-he in Palm Springs offer two distinguished spa experiences in the picturesque Coachella Valley. Both spas exemplify Agua Caliente Casinos’ commitment to providing world-class spa experiences with a blend of luxury, innovation, and wellness.

Daniel Spencer is the Director of Spa for The Spa at Séc-he in Palm Springs and Sunstone Spa in Rancho Mirage. Asked how he came into the spa and wellness world, he says, “From an early age, I was surrounded by a holistic environment where body, mind, and spirit were viewed as connected, setting me on a path that would eventually lead to a career that would promote general wellbeing, health, restorative recovery, and healthy aging from multiple angles.”

Previously Mr. Spencer held positions at Glen Ivy Hot Springs, the Kelly Spa at the Mission Inn, and at Pala Casino Spa.

“The culmination of my career began in 2008 when I joined the Agua Caliente Casinos,” he says. “Sunstone Spa in Rancho Mirage went on to earn the Forbes 4-Star award and then the coveted Forbes 5- Star award, which it continues to hold today. I also had the privilege of being part of the development of The Spa at Séc-he in Palm Springs and am now the Director of Spa for both locations.”

Spa Executive asked Daniel Spencer about what makes his spas special and the unique challenges of running a spa in a casino resort.

Can you talk about your role and what it entails?

My focus is on emphasizing immersion, product development, and wellness accessibility to everyone while enhancing guest experiences with exposure to lesser-known therapies. I prioritize the training of our teams to deliver exceptional service and integrate wellness education into spa amenities and services. My overall goal is to challenge traditional spa norms by promoting inclusivity and accessibility through an amenity-based approach. By doing so, I aim to drive revenue growth and bolster the reputation of our spas while initiating positive change in the spa industry.

What are some unique challenges of running a spa in a casino resort compared to other environments?

Casinos operate under gaming regulations which can differ significantly from standard hospitality regulations. This includes additional procedures and compliance measures that must be adhered to, adding complexity to operations that impacts hiring, promotions, and communications.

Navigating these opportunities requires strategic planning, effective communication between spa and casino management, and a proactive approach to meeting both regulatory requirements and guest expectations. The successful integration of both spas and casino resorts has offered unique opportunities for cross-promotion and enhanced guest experiences.

What strategies do you use to attract casino guests to the spa?

There are different ways to attract casino guests to the spas, like working in conjunction with casino events, holidays, or special promotions to offer themed spa packages or discounts. Creating seasonal promotions that align with casino activities generates interest and increases spa bookings during peak times. This also includes offering spa packages as rewards or incentives for loyal players, utilizing casino points or credits towards spa services, and promoting spa visits as part of membership perks. By implementing these strategies, casino spas turn the guests’ casino visit into a holistic experience that includes relaxation, wellness, and pampering.

What steps do you take to ensure guests can fully relax and unwind despite the surrounding activities?

To ensure guests can fully relax and unwind, several thoughtful steps are taken at Sunstone Spa and at The Spa at Séc-he. Controlled environment and immersive sensory experiences enhance relaxation and help shift the guest’s mind away from distractions. This includes soothing music and calming aromas, quiet zones, and elements of the outdoors inside the spa space such as natural light and materials, waterfalls and water elements, and the curved shapes of interior walls. Outdoor amenities, set against a backdrop of the surrounding mountains, promote a sense of calmness and tranquility.

What unique services or amenities do you offer to enhance the guest experience and ensure repeat visits?

The highlight of The Spa at Séc-he is its 22 private mineral soaking tubs. The water of the Agua Caliente Hot Mineral Spring bubbles up from a depth of 8,000 feet, emerging at a perfect 105 degrees Fahrenheit and 25 gallons per minute.

Guests at The Spa at Séc-he can also indulge in hours of accessible technology and non-technology amenity-based wellness activities. This circuit-style approach allows guests to customize their wellness journey, moving through different therapies and experiences tailored to their needs and preferences. Treatment rooms are equipped and layered for a multitude of benefits that add value to the treatments themselves.

Sunstone Spa stands out with its innovative conductive grounding flooring throughout the spa, reducing electromagnetic frequencies (EMF) and promoting a sense of wellbeing. From heated gemstone treatments to aromatherapy showers and chromatic light therapy tables, guests of Sunstone Spa have ample choices to tailor their spa visits to meet their specific needs.

The unique services and amenities at The Spa at Séc-he and Sunstone Spa create memorable experiences that contribute to guest satisfaction and loyalty and encourage guests to return.

How do you utilize technology to enhance spa operations and guest experiences in a casino resort?

In a casino resort setting, leveraging technology effectively can significantly enhance spa operations and elevate guest experiences.

Sound and Vibration Therapy: By using Gharieni Satori and LEC Mindsync technology, the sound in our Acoustic Lounge is integrated with vibration into the loungers, creating a calming atmosphere that helps guests transition into a state of mindfulness and self-awareness before their treatments begin. Our vibration grounding room equipped with EMF earthing loungers allows guests to be completely blanketed with grounding.

Treatment Room Equipment: Technology on the treatment table changes the entire traditional spa experience. At both of our spas, we layer the vibrational massage tables with gemstone chromatic light with infrared heated pads and a grounding EMF material. Facial tables are vibrational sound water beds that transport the guest away from the noises that usually take place during a facial while crushed quartz-lined treatment tables for wraps and scrubs expose guests to unique sensations, all adding to the unique products and services provided.

Halotherapy and Aromatherapy: Halotherapy (salt therapy) is known for its ability to clear respiratory passages and enhance breath work to promote relaxation. Advanced aromatherapy systems and ventilation enhance experiences such as sauna and steam. These technologies can effectively decompress tension and refresh guests.

Visual and Light Therapies: Integrating visual technologies that include relaxing colors and soothing images further enhance the spa experience. For instance, chromatic light therapy or red-light therapy are used to stimulate healing and relaxation responses in the body, aiding in the overall rejuvenation process. Images of nature, sounds of birds, and diffused aromas reduce cortisol levels. This has been very successful in our Tranquility Garden at The Spa at Séc-he, where waterfalls flow, bird songs play, and the aroma of redwood wafts into the relaxation zone prior to service.

Behind the scenes, technology streamlines spa operations, from booking appointments online or via mobile apps to managing inventory and staff schedules. This efficiency ensures smooth operations and enhances guest satisfaction by minimizing wait times and maximizing staff availability for personalized service.

By integrating these technological advancements into spa operations at a casino resort, spa management can create a holistic and rejuvenating experience for guests.

What are you excited about?

The wellness industry! It’s truly exciting to witness its evolution over the years, especially as we move into an era where this knowledge is becoming more accessible and widely embraced.

There’s a growing recognition of the interconnectedness of body, mind, and spirit in achieving overall wellness. This holistic approach is gaining momentum, encouraging practices that promote not just physical health, but also mental clarity and emotional balance. This recognition is fostering innovation and investment in wellness-focused initiatives across various sectors, including spas, fitness, nutrition, and mental health.

The convergence of accessible information, holistic approaches, preventive health strategies, industry growth, and cultural acceptance propels the health and wellness field forward. It’s exciting to see how these advancements can positively impact individuals and communities worldwide, promoting longevity, vitality, and wellbeing for generations to come.

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Technology should serve as a versatile tool rather than a wholesale replacement for human interaction, says Arch Amenities’ Catherine Warren.

Catherine Warren is Vice President of Strategic Partnerships at Arch Amenities Group, a provider of comprehensive amenity management and consulting services for hotels, residential complexes, and commercial real estate. Offering a full spectrum of services, from design and brand development to recruiting, marketing, and day-to-day operations, Arch Amenities Group transforms key areas into activated, profitable spaces.

Arch Amenities Group also recently launched Wellform, a comprehensive wellness platform  offering a variety of tools and resources, including business memberships, educational programs, and advertising options, designed to empower professionals and businesses in the wellness industry.

Ms. Warren has managed spas on ships for Steiner Leisure Limited and held leadership roles at prestigious organizations like Eau Palm Beach, InterContinental Miami, and the Atlanta Athletic Club. She has received numerous accolades, including being named Favorite Spa Leader in 2018 and Favorite Spa Consultant by American Spa Magazine’s Professional’s Choice Awards in 2022. She has also consistently achieved Forbes Travel Guide Four and Five-Star ratings and has a proven track record in business development and brand creation. “Revenue generation, programming, public relations, training, and luxury guest service are my passions,” she says. 

Ms Warren pursued a Master’s in Art History with a focus on Asian Art History from The University of Alabama and UAB Birmingham where she studied a semester in Southern India and trained at the ITM Thai Massage School in Chiang Mai, Thailand.

We asked her about what she does, technology’s role in the hospitality and wellness space, and creating memorable experiences. 

Can you please talk about your role and what it entails?

My role focuses on overseeing the Arch Amenities Group Preferred Vendor Program and Forbes Five-Star spa training and programming. I support business-to-business (B2B) development, consulting, branding, and programming, leveraging my extensive financial acumen to drive profitability and growth. My responsibilities involve strategic planning, contract negotiation, and fostering partnerships that enhance our service offerings and market position. I also play a role in guiding the company through rapid growth and change, ensuring that our strategic vision aligns with industry trends and client needs. Additionally, I am deeply committed to philanthropy, mentorship, and industry advocacy, hosting the Wellform Live Video VLOG to provide learning opportunities for up-and-coming wellness professionals and actively participating in various industry associations such as ISPA and the Florida Spa Association.

Why do you think wellness has become such an integral part of the travel and hospitality experience

Wellness has become an integral part of the travel and hospitality experience due to the increasing awareness and importance people place on holistic wellbeing. In today’s fast-paced world, travelers desire experiences that rejuvenate their mind, body, and spirit. The integration of wellness into travel offers a sanctuary for guests to escape their daily stresses, improve their health, and reconnect with themselves. Travel itself is inherently taxing on the mind and body, making it essential for hospitality providers to address these aspects to ensure a truly restorative experience. Wellness amenities and services enhance the overall guest experience, making stays more memorable and fulfilling. A growing consumer demand for sustainable and health-focused travel options is pushing the hospitality industry to innovate and prioritize wellness to meet these evolving expectations.

What role does technology play in elevating guest experiences?

Technology plays a pivotal role in transforming guest experiences within the travel and hospitality industry, particularly in small spa settings like residential spas. Innovative solutions from leading brands such as Aescape, Geneo, Skin Science Solutions, HydraFacial, Stimafit, Healthyline, Halotherapy Solutions, LEC, Gharieni, and LEMI are reshaping the way spas operate and deliver services.

LEMI’s versatile tables, for example, exemplify this innovation, offering multifunctionality that adapts to small spa environments. Their tables can seamlessly convert from massage tables to pedicure chairs, maximizing space efficiency without compromising on service quality. This adaptability is ideal for residential spas seeking to optimize their treatment offerings while catering to varying client needs. 

We are big tech champions around here, but we also know that the human touch is important. What are some things humans can do that technology can’t do? How is this balance best maintained?

Achieving a harmonious balance between technological advancements and the human touch is a delicate art. While I appreciate and champion the transformative potential of technology in enhancing guest experiences, I believe that a seamless integration of technology into the spa environment is crucial. Transitioning too swiftly from one technology to the next risks creating a cold and impersonal atmosphere, detracting from the holistic wellness journey that guests seek.

Technology should serve as a versatile tool rather than a wholesale replacement for human interaction. It excels in addressing specific needs such as targeted treatments, accommodating preferences for privacy or time constraints, and catering to guests who may prefer alternatives to traditional hands-on therapies. For instance, it can offer solutions for communities where nudity or physical touch might be less comfortable or culturally sensitive.

However, the essence of luxury service lies in the personal connection forged between guests and skilled spa professionals. This human touch provides not just physical care but also emotional support and customized attention that technology alone cannot replicate. By integrating technology thoughtfully—using it to enhance rather than overshadow the human experience—spas can uphold their commitment to exceptional service and create environments where both technological innovation and empathetic care thrive harmoniously.

How do you create a unique and memorable experience?

Creating a unique and memorable spa and wellness experience begins with embracing locality, programming, and personality at every touchpoint. It’s about infusing each aspect of the guest journey, from food and beverage offerings to spa and fitness center decor, with unexpected delights and personalized touches.

Locality plays a pivotal role by integrating elements that celebrate the destination’s culture, traditions, and natural surroundings. This could include using indigenous ingredients in treatments, offering locally inspired cuisine, or incorporating design elements that reflect the region’s architectural heritage.

Programming should go beyond standard offerings to include bespoke experiences that cater to diverse interests and preferences. Personality shines through in the smallest details, whether it’s the warm greeting at check-in, custom-made amenities in guest rooms, or personalized wellness consultations. 

Surprises and gifts further elevate the experience, leaving guests delighted and eager to return. This could range from unexpected room upgrades and complementary treatments to exclusive local tastings and curated shopping experiences. By thinking creatively and stepping outside the box, spa and wellness properties can craft experiences that exceed guest expectations, fostering loyalty and a sense of ownership in every visitor.

What are the key components of a successful wellness program?

Personalization is crucial. Tailoring programs to meet individual needs and preferences ensures that participants feel valued and are more likely to engage consistently. Education and awareness play a vital role in empowering participants to make informed decisions about their health. Wellness programs should provide resources, workshops, and educational seminars to equip people with the tools to adopt healthier habits and sustain them over time. Offering a variety of diverse activities and services allows participants to explore different aspects of wellness and find what resonates best with them. Flexibility in scheduling and program options accommodates varying lifestyles and preferences, encouraging continued participation.

Support and accountability are fundamental in maintaining motivation and achieving wellness goals. Providing access to wellness coaches, personal trainers, and mentors, as well as peer support through group activities, forums, or buddy systems fosters a sense of community and enhances motivation. 

Lastly, evaluation and feedback mechanisms are essential for continuous improvement. Regular assessments of participant progress, satisfaction surveys, and feedback loops enable program organizers to refine offerings, address concerns, and adapt to evolving needs. 

What do you think are the biggest challenges facing the wellness + hospitality sectors right now? What are some solutions to these challenges?

The wellness and hospitality sectors face several significant challenges in today’s landscape. One of the most pressing is the worldwide shortage of skilled therapists and wellness professionals. This scarcity can lead to staffing challenges, impacting service delivery and guest satisfaction. Solutions to this challenge include investing in training and development programs to upskill existing staff, promoting careers in wellness to attract new talent, and leveraging technology for automated and touchless wellness experiences that can supplement human resources.

Another critical challenge is navigating the balance between sanitation and sustainability. While maintaining high standards of cleanliness is paramount, it often conflicts with sustainability goals, particularly concerning recycling, repurposing, and reducing single-use plastics. Solutions involve adopting eco-friendly practices and products where feasible, such as biodegradable amenities and reusable materials. Collaborations with suppliers and manufacturers to innovate sustainable alternatives can help mitigate environmental impacts without compromising hygiene standards.

Furthermore, the evolving casualization of society poses challenges for maintaining professionalism and creating a polished guest experience in hospitality settings. Establishing clear boundaries, maintaining proper grooming standards, and emphasizing the importance of professionalism through ongoing training and reinforcement are crucial. This ensures that every guest interaction reflects a high level of service and attention to detail, enhancing the overall guest experience.

By investing in people, embracing sustainable practices, and upholding standards of professionalism, organizations can navigate current obstacles while preparing for future opportunities in an evolving global landscape.

What are you most excited about for the industry and Arch Amenities group right now? 

I am most excited about the continuous evolution and innovation within the wellness and hospitality industry, particularly through Arch Amenities Group. As we navigate the post-pandemic landscape, there’s a growing emphasis on integrating advanced technologies and sustainable practices into our offerings. This includes expanding our portfolio of touchless and AI-driven wellness solutions that enhance guest experiences while prioritizing safety and hygiene. 

At Arch Amenities Group, we’re focused on creating bespoke wellness programs that cater to diverse client needs, whether in luxury hotels, residential communities, or corporate settings. I’m particularly enthusiastic about our strategic partnerships and the opportunity to collaborate with leading brands to pioneer new standards in wellness excellence.

Moreover, I’m excited about the prospect of scaling our impact through education and training initiatives. By empowering our teams with the latest industry insights and skills, we can elevate service delivery and ensure that every guest interaction is memorable and enriching. This commitment to excellence and innovation positions Arch Amenities Group at the forefront of the industry’s evolution, driving positive change and setting new benchmarks for wellness and hospitality experiences worldwide.

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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Maritsa Victorian of Remington Hospitality talks technology in guest experience & fostering excellence within her team.

Remington Hospitality, established in 1968, is a premier hotel management company renowned for its innovative and owner-centric approach. Managing an extensive portfolio of more than 120 hotels, including 26 major brands and 19 boutique properties, Remington has positioned itself as a leader in the hospitality industry. The company emphasizes collaboration, high-touch service, and entrepreneurial management, ensuring exceptional value for hotel owners and guests alike. Remington Hospitality is distinguished by a commitment to being the best, rather than the biggest, creating value for every owner and customer, every time.

Remington fosters a high-performance culture through authentic leadership motivating  and equipping teams to deliver top-notch hospitality experiences. Remington also places a strong emphasis on innovation and adapting to market trends. Strategic initiatives include enhancing operational efficiency, integrating advanced technologies, and prioritizing sustainability practices. 

Maritsa Victorian is Remington’s Area Director of Spa, overseeing spas at California’s Bardessono Hotel and Spa and Hotel Yountville.  Throughout her hospitality career, Ms. Victorian has worked with an array of different types of spas and properties, honing her leadership skills and indulging her love for the industry. We asked her about her career, the role of technology in wellness, and fostering a culture of excellence within her team. 

Can you please talk about your career trajectory and how you came to be doing what you are today?

I was working in customer service and marketing when I decided to explore my longtime interest in hotel management. My journey into hospitality began as an assistant general manager at a 5-acre mineral springs resort with a 20-treatment-room spa. This experience allowed me to develop a deep appreciation for the spa industry, combining my love for hotels and resorts with my leadership skills and knack for managing people, all while fostering mental and physical wellbeing. I committed to the industry and learned a great deal from leaders such as Peggy Wynne Borgman and Lisa Starr. I am grateful to have had Jenean LaRoche as a business mentor and Michael Stusser as a sustainability mentor. My professional path has taken me through a diverse range of spa settings including resort spas, casino spas, day spas, sustainable spas and luxury hotel spas. I’ve had the privilege of collaborating with private owners, corporations and members, engaging in consultations, task forces and networking initiatives that enriched my professional skills and afforded me the opportunity to travel and successfully manage various businesses and work with diverse groups of people.  

Can you please talk about your role and what it entails? 

My role as spa director encompasses a broad range of responsibilities including business management, marketing, human resources, budgeting, forecasting, accounting, IT, engineering and project-management. I directly oversee operations and drive the vision for two renowned resort spas in Napa Valley, Bardessono Hotel and Spa and Hotel Yountville. Additionally, I serve as a mentor to four Remington Hospitality spa directors. Outside of my role as spa director, I am an active member of a San Francisco Bay Area round table of spa leaders, and a part of the Steering Committee for the Northern California Spa Alliance.

Why do you think wellness has become such an integral part of the travel and hospitality experience?  

There has always been an inherent connection between wellness and hospitality, seen in the thoughtful details of comfortable beds, luxurious showers, ambient lighting, fitness amenities and other offerings that hotels provide to ensure guests experience optimal sleep, relaxation and self-care. However, it was the pandemic that served as an awakening, revealing how precious our lives truly are. It was a time when we faced the unthinkable and yet emerged stronger, with a newfound perspective on the importance of self-care and mindfulness.  This collective pause allowed us to reevaluate our priorities and recognize the need for a more balanced approach to work and life. Many of us discovered that we no longer wished to return to the old ways. By deeply integrating wellness into the fabric of the travel and hospitality industry, we can offer travelers the rejuvenating “break” that they are seeking.

How do you ensure your guests at Remington Hospitality properties receive a unique and memorable experience? 

Guests want more than unique and memorable experiences – they want transformational experiences. We do this by providing therapeutic results with the highest product and service standards and by customizing each experience. At b Spa, Bardessono’s spa therapy center, we select natural ingredients for our treatments, some from our very own certified organic garden, that will best enhance the experience for each individual. As the first Spa Suite concept hotel in the area, all of our guestrooms can transform into a personal spa, giving our guests the option to enjoy treatments in their room or on their private patios. We take pride in our team’s ability to provide kind and genuine personalized service, which has unfortunately become a lost art in many businesses today.

What role does technology play in enhancing guest experiences at your properties?

Technology is vital to a modern successful business. Guests prefer to communicate by text and book online. They like menus at their fingertips via a QR code, and they want visuals of our services prior to booking.  We use the most advanced technology available for our guests when possible, such as our medical grade oxygen machine and our VISIA skin analysis machine as well as our superior infra-red body treatment blankets. b Spa is the only spa in Napa Valley to offer treatments with the VISIA machine, using a skin analysis system to grade our guest’s skin relative to others of the same age and skin type to evaluate what products someone should be using, and to create a personalized treatment experience. Two facials are offered using the machine: the COSMOS Anti-Aging Facial and the Peptide Lifting facial. I feel that offering treatments with advanced technology is key in providing results-oriented products and services. 

What qualities do you think are most important in a leader in the spa & hospitality sector?

Conscious leadership is key, emphasizing transparency, open communication, consistency, equality, active listening, vulnerability, and a willingness to seek help or admit mistakes. As spa leaders, we must also possess strong business acumen and adapt our communication styles to ensure all guests and associates feel comfortable. It’s crucial to hire team members who genuinely enjoy serving others and find fulfillment in making a positive impact on guests’ lives. Ultimately, being thoughtful and kind forms the cornerstone of effective leadership in the spa and hospitality sector.

How do you foster a culture of excellence among your team? 

Through conscious leadership, ongoing training and dedicated team development efforts, I cultivate a positive work environment. I prioritize open communication and actively involve my team in setting goals, tracking progress and soliciting suggestions for enhancing efficiency and service levels, both for our guests and internal team. Providing our team with the necessary tools and resources is fundamental to ensuring they can excel in their roles, fostering a sense of pride and purpose that ultimately drives excellence in everything we do. 

What are the key components of a successful wellness program? 

While being creative and thinking outside of the box is where the real magic happens, for any program, research, purpose and results are also essential. We must ask ourselves: Is the idea promotional? Is it a passing trend or is it sustainable in the long term? Listening to guests is also crucial as we look for what they are missing, what they are asking for, what they want to feel and achieve, and what they enjoy. Structure, organization, protocol and consistency are also key. We must be thoughtful and attentive to detail when carrying out programs operationally, ensuring that we have the necessary tools and resources, and that our team is well-informed and engaged. This extends beyond the spa team to include the beverage and food team, the hotel front desk, valet services and housekeeping. It’s imperative that everyone is aware of our offerings so they can seamlessly promote and enhance the guest experience.

What do you think are the biggest challenges facing the wellness + hospitality sectors right now?  What are some solutions to these challenges? 

Finding and retaining committed talent. To attract the right candidates, we need flexibility and patience in hiring and scheduling. Another challenge is proving the ROI of wellness programs, especially after pandemic-related revenue losses. We can address this by creatively allocating budgets and showcasing the value of wellness through metrics like employee satisfaction and guest experience improvement.

What are you most excited about for the industry and Remington right now? 

I am most excited about wellness being at the forefront of all properties and experiences. The whole world is now speaking our language! Wellness is everywhere. I love the partnerships with beverage and food that include so many nourishing options. I am also excited about new openings and partnerships. We are eager to expand beyond traditional hotel/resort models, and to combine resources with vendors who share our values. We look forward to continuing to offer select products that represent those values as well. One wellness-oriented package that we are offering at Bardessono right now is the B Well Spa Package which includes a spa welcome amenity, a spa butler to prepare guestrooms for in room treatments, one 50-minute b Massage and a $150 spa credit for additional services. This package seamlessly integrates relaxation and rejuvenation into the guest experience, reflecting our dedication to holistic well-being.

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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The happiness issue: Anna Bjurstam is the “Wellness Pioneer” at Six Senses. We talked about her role, Six Senses’ wellness philosophy, and people’s happiness factor. 

Six Senses stands out among luxury brands specializing in five-star hotels, resorts, and wellness spas offering immersive experiences blending local culture, nature, and wellness. Six Senses properties are located in some of the most picturesque and culturally rich environments across the globe, including Portugal, Fiji, Vietnam, Thailand, and the Maldives.  

Six Senses Spas offer a wide range of holistic wellness, rejuvenation, and beauty treatments administered under the guidance of expert therapists. A key element of all Six Senses properties, Six Senses Spas are also hosted by prestigious hotels and resorts in many other locations.

Anna Bjurstam is the Wellness Pioneer for Six Senses. An industry veteran of 25 years, Ms. Bjurstam also acts in the same capacity for Raison d’Etre, a brand she co-founded, and as an independent consultant and Global Wellness Summit board member. Her expertise extends beyond traditional wellness, incorporating elements like shamanism, energy medicine, and BioGeometry. And her approach to wellness is holistic, emphasizing sustainability and community. Ms. Bjurstam has been instrumental in driving forward the concept of wellness in hospitality, promoting practices that foster connection to others and the environment​. 

In 1997, Mrs. Rosamond Freeman Attwood founded Raison d’Etre Spas, which Ms. Bjurstam was a part of and joined full time in 2000. Raison d’Etre became a leader in the spa industry and was sold in 2013​. Ms. Bjurstam’s educational background includes a master’s degree in finance, and she has a deep interest in quantum physics and science, which she integrates into her wellness philosophy​.

We spoke with Anna Bjurstam about her role, Six Senses’ wellness philosophy, and people’s happiness factor. 

Can you please talk about your role there and what it entails? 

When I started with Six Senses, I was in charge of spas and wellness. After about six years, operations were doing very well, so I kind of handed it over, and today I have made up my own title, which is Wellness Pioneer. I love that title as you’re kind of pioneering and you can make mistakes, and that’s okay, because it is a pioneering industry. So, I’m in charge of our wellness strategy, the future, where we’re heading, and of the club concept that we’re going to launch next year, Six Senses Place. The first is in London, and then we’re launching in Bangkok, Dubai, Tel Aviv, New York, and Lisbon. I also work with a lot of start-ups on the side. 

Can you talk to me about Six Senses’ wellness philosophy? 

At Six Senses, our wellness philosophy is built upon foundational pillars that form the core of our approach to holistic well-being. These pillars are: mindfulness, eat, sleep, move, live naturally, and connect. One of the primary pillars is nutrition. We prioritize locally sourced, organic, clean ingredients, and are 50% plant based. We offer comprehensive, from-the-ground-up sleep programs aimed at optimizing sleep quality and duration for our guests, from designing sleep-friendly environments with quality bedding to sleep assessments and support. Everything has been approved by sleep doctors. In every location we have our integrated biomarker screening. Our educated practitioners have a minimum five-year education in health. This can be in exercise physiology or as a naturopath, or something else. This is a non-invasive, FDA approved device that gives us a very good understanding of a person’s health and wellness status, to guide us in personalizing programs to individuals. 

We have a systemized approach across all of our properties, including the same food system, whether in China, Thailand, or Europe — the ingredients change, but the system and the parameters are the same. We have the same beds in all our locations, our integrated wellness is the same. We also have a kids program called Grow with Six Senses. The framework is the same wherever you are but you do different things if you’re in Thailand vs Switzerland. We have the same base treatment menu in every location. But then, in India we do Ayurveda, in Thailand we do Thai massage. We try to make everything as localized as possible. 

And then of course, sustainability is a big thing, and that feeds into wellness. We’re probably the most sustainable hotel company out there today. We haven’t had plastic bottles for 20 years. We are plastic free in our locations. We still have plastic computers and the AC is built from plastic, but single-use plastic is almost completely gone 

Could you discuss how wellness trends vary in different locations around the world? Like, between Asia, Europe, and other regions? What are some notable developments in these areas?

Countries are becoming more and more proud of their own indigenous wellness treasures, such as TCM in China, Ayurveda in India, or other healing modalities in South America. That’s something in which we’re seeing a big surge. We’re also seeing a strong trend where guests are seeking out native healing traditions. On the complete other end of things, longevity is booming much more in Europe and the US compared to Asia. Asia and that side of the world is more spiritual and connected to nature in everything they do. They’re smarter than we are, because if your connected with nature, have community, and feel that you have a purpose, you’re happier and healthier, and live longer than people who do IVs and injections and stem cells while stressing about it. But biohacking is obviously still something that’s really happening. 

China is also very focused on beauty. Beauty is booming and they’re moving through beauty trends at super speed. They’re really into natural cosmetics and cosmetic supplementation.

Are you seeing a rise in interest in wellness travel and interest in wellness in general? 

It’s Booming! It’s incredible how big it is. Five or so years ago, maybe 25% – 30% of our guests were interested in wellness. Now, I would say it’s 99%. This is probably more the case at Six Senses than at some other resorts because we’re now known for wellness. We’re not running serious wellness retreats but we have more wellness than other hotel brands and you can dip your toe in if you’re interested. You can do this biomarker screening, but you don’t have to do a whole detox program, and you can learn about how to create your own body scrub, deodorant, and face cream at our Alchemy Bar. 

So, yes, I’d say that things have completely changed. The early adopters, who were interested five years ago are now doing intermittent fasting and cold dips and blue blocking glasses. And then the other 70% are getting more and more interested in how to eat well, how you sleep better, and that sort of thing. 

Why do you think there is this rise in interest? 

I think people are tired and overwhelmed. When we look at our phone in the morning, in that first 30 minutes our brains get as much information as we did in a full week 50 years ago. We’re completely overwhelmed with information and people are tired. That’s what we’re seeing. People are not sleeping, they’re worried, they’re stressed, their cortisol levels are too high. They need to learn how to stimulate their vagus nerve and improve their HRV. And you do that through relaxation, being out in nature, and going back to basics. 

How does technology fit into wellness and hospitality these days? Do you find you are using more of it?

We’re using a lot more technology, but we’re trying to be mindful. I’m using wearables at the moment because I am in the period of measurements, but then I’ll go three or four months and do nothing. Because the most important thing is to listen to your own body and its cues. It’s much smarter than any wearable, but sometimes we need wearables to learn about our bodies, which is interesting. So, I think we’re trying to use it mindfully at Six Senses in the sense that we use it when it serves us and not when it doesn’t.

Be mindful of digitally detoxing every day if you can. We encourage our guests not to look at their phones first thing in the morning if possible. Because that will overstimulate the brain and the brain gets tired. You’re supposed to have a slow buildup of your brain function. 

Can you address how all of the things that you do at Six Senses contribute to happiness. Do you think a lot about people’s happiness factor? 

Yes, we do. Incredibly much, I would say. But not really “happiness” exactly, because happiness is a cursed word. It means that you have to do something to become happy, like buy a new car. If we talk to Buddhist monks, they talk instead about “contentment.” Contentment is something to strive for because happiness implies that we always have to be on a high end. 

We’re rolling out a program later this year for spiritual wellbeing, which is about having purpose and being connected with yourself and others. Having a community is very important for being happy or being content. If we are content in life, we have joy. Being content brings more fulfillment. I believe that, more than anything else, spiritual wellbeing and finding awe and wonder and curiosity in life is what creates what we call happiness. 

That’s why we’re so big on things like retreats and festivals. We want to create that community. We’ve also been rolling out communal tables and conversation cards on tables. So, you can put your phone in a box and use conversation cards. It’s been so successful. Guests are loving it.

What are you excited about? 

I’m incredibly excited about longevity and what you can do to prevent needing to go to hospital or getting various diseases. Seventy percent of Americans suffer from autoimmune disease, and 40% have two. The likelihood that I will get cancer is pretty big, but if I do the longevity measures, I can maybe push that forward five years and that’s huge. So, I’m very excited about longevity research and also the more technical stem cell, exosomes, peptides research that’s happening at the moment. Female health has been growing and I’ve learned so much in the last couple of years that I wish I knew before about how my body actually works. And then I’m very excited about shamanism and energy medicine because that’s something very close to my heart.

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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We talked with Daniela Pranjic about her role, guest experience, and sustainability in the resort industry.

Iberostar Hotels & Resorts is a leading hotel chain committed to developing a responsible tourism model, focused on caring for both people and the environment.Iberostar has more than 100 four- and five-star properties in the most popular vacation destinations in Europe, Africa and America. These include beachfront, city, and heritage hotels, as well as a Grand category, offering the highest level of luxury and excellence. 

Families, couples, and friends can enjoy all-inclusive holidays at hotels in Tenerife, on the Costa del Sol, Mexico, the Dominican Republic, Jamaica or Brazil. Or immerse themselves in history and culture in cities and destinations like Madrid, Barcelona, Lima, and Montenegro.

Daniela Pranjic is Iberostar’s Regional Spa Director, managing spa operations across six properties within 11 resorts in Mexico and involved in upcoming openings in Aruba and the Dominican Republic. 

She studied economics and business before her family moved from Croatia to Austria and she started her first job in the hotel and tourism industry in the Food & Beverage (F&B) department at a hotel. She later decided, during a vacation in the Dominican Republic, to relocate there and, shortly after, achieved that dream by securing a position as a Guest Service Manager.

“My career in the Caribbean involved roles in guest services, managing weddings, conducting site inspections, eventually leading to a hotel manager position, first in a hotel with 51 rooms, then as the opening manager for a hotel with 267 rooms. Seeking new challenges and learning opportunities, I transitioned to a Spa Manager role, focusing on spa opening, branding, and traveling.

“Later, I expanded my horizons as a Regional Guest Experience Manager, overseeing various aspects of guest experiences at an all-inclusive resort, including daily and nightly activities, in-room experiences, special events, and spa services. After a decade with Melia Hotels and Resorts, I transitioned to Royalton Resorts (Blue Diamond) as the Corporate Spa Director. In this capacity, I was responsible for opening spas in multiple destinations, revamping spa menus, selecting products, developing standard operating procedures (SOPs) and manuals, training staff, and formulating budgets and sales strategies.”

Five years ago, she joined Iberostar as the Corporate Spa Director for Mexico.

We talked with Daniela Pranjic about her role, guest experience, and sustainability in the resort industry.

Can you please talk about your role at Iberostar and what it entails?

My responsibilities include overseeing the operations of six spas across Mexico. My role entails the preparation of annual budgets for all spas, strategizing for sales growth, developing standards and protocols, ensuring their implementation in daily operations, creation of new services, and enhancing guest experiences. I am responsible for designing spa menus, selecting the finest products for our guests, and ensuring continuous training and welfare for our staff. I am also involved in the development and opening of new Iberostar properties, with upcoming projects in Aruba and the Dominican Republic.

What makes the best guest experience?

Creating the ultimate guest wellness experience in a hotel or resort, especially within an all-inclusive setting, demands exceptional offerings that stand out. I believe the key to exceeding guest expectations lies in providing unique, locally-inspired products and experiences. Continuously training staff, ensuring our services are inclusive and accessible to all guests, staying on top of industry developments, and incorporating them into our offerings allows us to deliver the best wellness experiences. We recently conducted a training for cancer care therapies and saw how, in just one treatment, we can positively impact a client’s daily life by relieving pain and improving range of movement and sleep quality. 

How does Iberostar integrate the principles of sustainability and environmental responsibility into its spa and wellness offerings? 

Iberostar seamlessly incorporates sustainability and environmental responsibility into its spa and wellness services. For example, for over three years, all our hotels and spas have been free of single-use plastics. And our Wave of Change initiative is a pioneering responsible tourism movement towards a circular economy to promote the responsible consumption of seafood, improving coastal health, and protecting our coral reefs. A critical part of that project is not using or selling any products containing micro plastic or oxybenzone.

Our objectives are to achieve zero waste and 100% responsible seafood consumption by 2025, and become carbon neutral by 2030. Plus, we aim to have all ecosystems surrounding Iberostar properties improving in ecological health alongside profitable tourism by 2030. Our Wave of Change initiative is set to become a key factor for 60% of guests choosing Iberostar by 2025. 

For a deeper dive into our commitment and initiatives, visit our website at www.waveofchange.com. 

Do you find yourself using technology more at work in recent years?

Yes we do, especially during and after the Covid. We are a paperless company, so we are using more digital options in our spa operations. This includes using the hotel app for spa reservations, online bookings and check in, and digital guest intake forms.

Can you discuss any challenges Iberostar faces in the wellness tourism sector and how the company is addressing them?

As a sustainable company our main challenge was offering the best possible service and guest experience in our all inclusive resorts and staying sustainable in that process. This hard work involves many departments in Mexico and across the border focused on achieving the same main goal.  

We analyze our consumption levels – have you ever thought about the origins of your products? Consider the vast amount of resources needed to produce the multitude of things we have in our lives. We’ve grown accustomed to a system that takes from the environment to produce goods with short lifespans, only to be ultimately thrown away when their use runs out. Those are some questions we ask ourselves as a company. We take, consume and waste more than our planet can support. 

One proposed solution is working towards a circular economy. Circular economies focus on the retention of value in the material cycle through reusing and recycling material such as plastic to prevent their release into the environment. Again you can read more about his here: www.waveofchange.com   

What are you most excited about for the spa, wellness, and hospitality industry this year?

The training that we have planned for our staff for this year, to see our new spa uniforms coming out by mid of the year, our first spa meeting for Ibesostar America in May, to be able to meet my colleagues and share our experiences, and the opening of Iberostar in Aruba to see our  new baby coming!

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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The Hot Springs Association’s Executive Director, Jessica Meath, talk about the rise of thermal bathing culture and what’s behind it.

The Hot Springs Association is a non-profit trade organization for hot springs owners and operators with a mission to unify and elevate the hot springs resort and spa industry worldwide. The Association fosters a collaborative community through networking, guidance, and advocacy for water stewardship, best practices, and excellence in wellbeing experiences. Creating connections to experts, tools, and individuals with similar experience ensures streamlined and sustainable success for members, their communities, and the industry.

Jessica Meath was appointed the Hot Springs Association’s Executive Director in October 2023. 

With an extensive background in the hot springs industry, Ms. Meath’s depth of experience and leadership skills uniquely position her to guide the organization into its next phase of growth. 

We spoke with Jessica Meath about the Association, the rise in interest in thermal bathing, and the benefits of taking the waters.

What trends are you observing in the popularity of thermal bathing in recent years? Has there been an increase in popularity?

Yes, there has definitely been a reinvigorated interest in hot springs over the past several years. More and more people are seeking out and planning trips around hot springs as well as incorporating them into routine wellbeing practices. 

What do you think is driving this?

People are interested in wellness, therapeutic, and immune boosting experiences that provide connection with themselves, nature, and others. Hot springs provide all of those opportunities in a very immersive way. They also tie into other popular wellness practices like contrast therapy. Many facilities are installing cold plunges to complement the hot water along with other diverse wellness offerings.

How do you see the role of hot springs evolving in the broader wellness tourism and hospitality industry?

Many hot spring properties are incorporating additional wellness offerings on site such as aqua yoga and sound therapy. As well as guided experiences to maximize the health benefits of hot springs, including sleep programs.

What are the key health benefits of thermal bathing that you think should be communicated more widely?

Though there is a large list of specific health benefits, perhaps the key take away is the value of the overall well being experience. The surrounding environment, variations of unique mineral compositions and how often you soak can all be factors in receiving benefits from hot springs. These all contribute to why we simply feel so much better after soaking.

Are there any challenges currently facing the hot springs industry, and how are they being addressed?

Primitive hot springs are seeing a direct impact from overuse. Many have implemented a permitting system, and when management is not available some have been forced to shut down to public use. Developed and well managed hot springs sites allow people to soak safely and sustainably. 

Can you discuss the economic impact of hot springs tourism on local communities?

Hot springs continue to be one of the most popular search terms when it comes to travel and wellness. Since they are enjoyable year-round they are an excellent attraction for communities because they provide sustained visitation regardless of the season.

How do you see technology playing a role in the future of thermal bathing and wellness travel?

With information being so accessible and easily shared in this digital era, technology can play a role in planning and education. The site HotSpringsofAmerica.com is an example where location, information, and education streamline the search for your next hot springs visit through mapping, tailored search features and inspirational content.

Can you share insights on how different cultures around the world embrace and interpret thermal bathing?

There is a deep history of bathing in every culture rich in geothermal mineral water. Many are rooted in spiritual and health practices. In Japan, for example, onsens are revered for their therapeutic properties and spiritual significance. It is a daily practice for many to take the waters. In Europe balneology, the study of therapeutic bathing and medicinal springs, is so widely recognized that doctors often prescribe soaking at hot springs resorts, and costs can be covered by health insurance.

The historical and traditional utilization of hot springs in the U.S. encompassed aspects of health, wellness, and sacred significance. While recreation has dominated the focus in recent decades, there is now a resurgence in acknowledging and embracing the traditional use of hot springs for enhancing health and well-being.

To learn more about the Hot Springs Association, visit https://www.hotspringsassociation.com/

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