An amenity that has its roots in luxurious properties, the spa right this moment can be seen in upscale and higher midscale accommodations in each resort and concrete areas. The rising recognition of those amenities could make them important income mills, however a strategic strategy should be taken to spa design and the promotion of providers to maximise that income. 5 leaders in spa operations spoke with LODGING on their strategies in these areas, in addition to spa procurement that meets sustainability targets and efficient upkeep strategies that guarantee visitor satisfaction and security. Individuals embrace:
- Maggy Dunphy, senior director of wellness and spa, CoralTree Hospitality
- Alfredo Gonzalez, director of spa, JW Marriott Orlando Bonnet Creek Resort & Spa
- Alain Negueloua, vice chairman | basic supervisor, Bardessono Resort and Spa | Resort Yountville
- Rob Willis, spa director, Appellation Lodi – Wine & Roses Resort and Spa
- Toni Yates, spa director, The Spa at Resort Florence
The dialogue begins with a concentrate on the general consistency and, in lots of instances, development of spa revenues and elements driving that efficiency.
Income Traits
Maggy Dunphy: Throughout the CoralTree portfolio, spa revenues have been regular general, however we’re beginning to see a softening in sure areas. Over the previous few years, our income per remedy has continued to climb, which displays sturdy pricing and worth notion. Nevertheless, the variety of friends reserving remedies has begun to say no. Our properties that supply a day-use price or accomplice with ResortPass have seen a major uptick in utilization. To me, this factors to a extra price-sensitive visitor, somebody who nonetheless values wellness and self-care however is selecting to expertise it by spending a number of hours having fun with our amenities somewhat than reserving a full remedy. It’s a shift in habits that tells us friends are on the lookout for versatile, accessible methods to expertise self-care and private well-being.
Alain Negueloua: Lately, we’ve seen constant developments throughout our spa income classes, with therapeutic massage providers persevering with to steer in profitability. … A number of key elements clarify the present income developments. By way of providers, we’ve seen a rise in friends choosing upgraded experiences and longer providers—particularly 80-minute massages, which have gotten extra commonplace than ever. Our current spa menu redevelopment has additionally performed a job. By introducing extra therapeutic and transformative remedies, reminiscent of medical-grade facials and superior skincare units, in addition to distinctive choices like in-room baths and group wellness experiences, we’ve aligned extra intently with visitor expectations and present wellness developments.
Alfredo Gonzalez: Over the previous few years, we’ve seen constant development in spa income, with particularly sturdy efficiency throughout peak journey seasons and focused promotional durations. This optimistic pattern may be attributed to elevated visitor consciousness of our wellness choices, the strategic inclusion of spa credit in bundled room packages, and the introduction of a reimagined holistic remedy menu. Our emphasis on customized visitor experiences and repair consistency has additionally performed a key position in driving repeat visits and robust word-of-mouth.
Toni Yates: Our spa income has proven regular development 12 months over 12 months. This pattern is essentially attributed to elevated neighborhood engagement, strategic partnerships with the lodge, and a robust concentrate on wellness developments. Our means to supply each lodge visitor providers and native shopper experiences has positioned us uniquely within the Florence [South Carolina] space. Moreover, our group of skilled therapists, constant service high quality, and customised experiences have contributed to increased repeat clientele and optimistic phrase of mouth.
Promotional Approaches
Alain Negueloua: We’ve applied a variety of strategic promotional efforts to spice up spa utilization amongst our friends. These embrace yield-driven specials tailor-made to particular time frames and seasonal demand, which permit us to maximise income whereas providing added worth to our friends. Our advertising efforts span social media campaigns, on-property occasions, and digital instruments reminiscent of in-room TV promotions and QR code menus. We additionally make the most of electronic mail advertising via focused blasts and communications despatched on to incoming friends and group bookings. Vendor partnerships, participation in web site visits, and visibility throughout property excursions all contribute to elevated spa consciousness. Moreover, we keep a presence in public areas with well-placed flyers and signage to seize the eye of each leisure and enterprise vacationers.
Maggy Dunphy: We attempt to avoid the phrase “low cost” and as an alternative concentrate on creating value-added promotions that really feel particular to the visitor. For instance, we would supply two complimentary enhancements or the choice to improve to an extended remedy for a minimal price. Certainly one of our most profitable initiatives, which we’ve applied in a lot of our spas, is what we name the spa “bank card.” It’s a versatile program … [we can] flip it on or off based mostly on occupancy or demand. Friends obtain an precise card at lodge check-in with a $25, $50, or $100 credit score towards spa providers. Technically, it’s a reduction, nevertheless it’s introduced as a present, which feels extra private and splendid. It’s additionally an amazing visitor restoration instrument—our entrance desk, restaurant, or valet groups can supply it within the second to show a service restoration state of affairs right into a optimistic, memorable expertise. It’s additionally an amazing bounce again to present to native friends once they take a look at of the spa—to ask them to come back again.
Rob Willis: We focus closely on focused social media advertising and digital storytelling.
Partnering with choose influencers—particularly these aligned with wellness and luxurious journey—has helped us attain new audiences authentically. We additionally collaborate with Go to Lodi, our native tourism accomplice, to advertise packages, seasonal specials, and experiential getaways that spotlight the spa as a cornerstone of the Wine & Roses expertise. Since becoming a member of Appellation Accommodations, we’ve benefited from a broader advertising platform and elevated model notion, permitting us to faucet into an expanded visitor community whereas reinforcing the spa’s place as a high-value, must-experience amenity. Internally, we work intently with our concierge and entrance desk groups to seamlessly incorporate spa choices into the broader visitor itinerary, guaranteeing they really feel like a pure—and irresistible—a part of the keep.
Alfredo Gonzalez: We’ve applied a multi-channel promotional technique, which has helped us join with each leisure and enterprise vacationers. This consists of: property-wide digital signage; unique visitor affords, reminiscent of weekday reductions for locals and loyalty perks via the Marriott Bonvoy program; collaborations with influencers and wellness-focused content material creators to highlight our signature remedies; and seasonal and themed packages, together with {couples}’ retreats and holiday-inspired choices.
Design and Décor
Alain Negueloua: By way of design and aesthetics, our friends persistently categorical a need for areas that really feel each luxurious and related to nature, which is precisely what our spa suites present. They’re drawn to environments with considerable pure gentle and the usage of natural supplies that carry the outside in—reminiscent of wooden, stone, and water options. Cleanliness and ease are equally vital, with many friends preferring a recent, trendy design that feels each sanitary and serene.
Rob Willis: Our guiding theme is “Tranquility Exists,” and we’ve designed each element of the spa to bolster that. Friends are invited to reach early or linger after their remedy to take pleasure in two hours of amenity entry, which incorporates outside plunge swimming pools fed by pure waterfalls, a lush backyard leisure space, a shared steam room, and our serene Tranquility Room. We attempt to create a way of spaciousness, stillness, and full disconnection from the skin world. Each texture, scent, and sound is curated to assist friends soften and decelerate. It’s not unusual for us to listen to, “I can’t consider this house is in Lodi—I really feel like I’m elsewhere.” That sentiment captures precisely what we intention to ship: an immersive, transportive expertise that surprises first-time guests and retains locals coming again to flee into serenity.
Maggy Dunphy: At Plume Spa at Black Desert Resort, there may be an out of doors Lava Sauna that’s an open-air construction constructed from lava rock and naturally heated by the solar—a phenomenal nod to the encompassing panorama. It’s paired with a drench and foot bathe that cools each the rock and the visitor, making a refreshing distinction to the dry warmth. At Zenova Spa at Pier Sixty-Six, the Through Aque facilities house affords a totally totally different type of journey—a vitality pool, occasion sauna, multi-sensorial expertise bathe, and even a snow room, all within the coronary heart of sunny Fort Lauderdale. It’s about transporting friends via a sequence of temperatures, sensations, and moods. And at Tommy Bahama Miramonte, we infused a way of play into Spa Rosa. Initially named for the close by Santa Rosa Mountains, we reimagined “Rosa” as a well-traveled, charismatic fictional aunt of Tommy Bahama—giving the spa a character and story that friends immediately join with.
Sustainability
Alain Negueloua: Sustainability is deeply embedded in our spa operations, aligning with our id as one among California’s first LEED-certified properties and as a member of The Inexperienced Spa Community. These commitments have guided our strategy to product sourcing, pushing us towards pure, chemical-free substances that assist each visitor well being and environmental duty. We prioritize high-quality merchandise that ship therapeutic advantages whereas minimizing ecological affect. This philosophy not solely contributes to the wellness of our friends but in addition helps the well-being of our associates.
Rob Willis: Lately, we transitioned our disposable amenity choices to Sustayne, a model specializing in compostable merchandise constructed from pure supplies like wheat and corn. Gadgets reminiscent of razors, vent brushes, hair caps, and bathing swimsuit luggage now replicate this shift—permitting us to scale back waste with out sacrificing visitor consolation or comfort. On the product aspect, we prioritize partnerships with manufacturers that target moral sourcing, refillable packaging, and cruelty-free practices—with out compromising on efficiency. Certainly one of our most significant collaborations is with Eminence Natural Pores and skin Care, which donates a portion of each product sale to world reforestation efforts. By way of this partnership, our spa has helped plant over 20,000 timber so far—a milestone that our group and friends are extremely happy with. These choices, each massive and small, are shaping a extra considerate spa expertise—one which helps the planet whereas nurturing our friends.
Toni Yates: Sustainability is a crucial a part of our mission. We proudly use Eminence Natural Pores and skin Care. This partnership has allowed us to align our providers with eco-conscious values. As well as, we prioritize recyclable packaging, cut back our use of single-use supplies wherever potential, and work with distributors who share a dedication to environmental duty.
Maggy Dunphy: Sustainability is my candy spot and complete ardour. It has been woven into our operations because the early Vacation spot Resort days—lengthy earlier than it turned a hospitality buzzword. For us, it’s about making intentional selections at each stage. On the product aspect, we do our greatest to accomplice with manufacturers that not solely ship seen, results-driven remedies for our friends but in addition meet excessive requirements for clear substances, moral sourcing, and eco-friendly packaging. Operationally, we proceed to concentrate on decreasing single-use plastics, utilizing refillable amenity methods, and partnering with distributors who share our dedication. Even small adjustments—like switching to biodegradable cleansing provides or sourcing native botanicals—add up over time. On the finish of the day, our purpose is to offer a spa expertise that feels superb and transformative for the visitor, whereas leaving a lighter footprint on the planet. It actually comes right down to well-being: caring for the individuals who stroll via our doorways, and for the world they return to once they go away.
Alfredo Gonzalez: Sustainability is central to our operational philosophy. We’ve made important progress by partnering with moral suppliers to supply eco-friendly and cruelty-free merchandise; decreasing single-use plastics and incorporating refillable dispensers; and coaching our group on sustainable practices reminiscent of aware product utilization and waste discount.
Upkeep Practices
Alain Negueloua: Sustaining a clear, sanitary spa surroundings is non-negotiable in right this moment’s health-conscious world. Our greatest practices start with strict adherence to all state and federal laws and sanitation tips, guaranteeing that we exceed the baseline necessities. Common cleansing schedules, detailed sanitation protocols for all instruments and remedy areas, and ongoing workers coaching are core to our operations.
Alfredo Gonzalez: Our greatest practices embrace: each day deep cleansing of all remedy areas and shared areas; use of hospital-grade disinfectants and UV sanitizing instruments; strict linen protocols, together with segregated storage and laundering; ongoing workers coaching and common audits to make sure compliance with hygiene requirements; and digital checklists and logs to keep up accountability and schedule adherence.
Rob Willis: Past checklists and procedures, we domesticate a tradition of cleanliness the place each group member takes private duty for viewing the visitor expertise via the lens of security and care. Administration is actively aware of workers cues, observations, and requests, giving us priceless perception into what occurs inside remedy rooms and all through the spa. This two-way communication fosters real collaboration and ensures that enhancements occur in actual time. Collectively, these efforts create the clear, welcoming house our friends count on and deserve.
In Demand: Trending Therapies
Incorporating standard remedies and new ones that intrigue friends will increase the drawing energy of the lodge spa. Alfredo Gonzalez, director of spa on the JW Marriott Orlando Bonnet Creek Resort & Spa, highlighted a number of new remedies and providers at his property that align with present wellness developments and visitor preferences:
- CBD-infused massages and facials, preferrred for these looking for pure reduction and leisure
- Sound remedy enhancements, built-in into choose therapeutic massage remedies
- Categorical providers tailor-made to time-sensitive friends, reminiscent of 30-minute facials, chair massages, and the 20- or 40-minute Effectively System—an immersive, multisensory dry water therapeutic massage expertise
- The HydraFacial, a non-invasive, results-driven facial remedy
- Magnesium-infused therapeutic massage choices and add-ons
“These choices strike a stability between leisure and therapeutic advantages, which our friends enormously recognize,” he stated.
Rob Willis, spa director, Appellation Lodi – Wine & Roses Resort and Spa, added that his group has had success with modern applied sciences that improve facials. “To additional elevate outcomes, final 12 months we upgraded the LED system utilized in all 45-minute and longer HydraFacial remedies to the EOS-X by Déesse Professional—knowledgeable, multi-wavelength LED masks that targets high quality traces, irritation, and uneven tone with precision,” he defined.
Willis added that his group “not too long ago enhanced the cleaning step in all facials with the FOREO Luna 4 Plus, a state-of-the-art cleaning gadget that mixes light pulsation, focused microcurrent, and LED gentle remedy to tone and prep the pores and skin extra successfully than conventional strategies.”
More and more standard remedies additionally embrace the “touchless and tech choices like cryotherapy, salt chambers, HBOT, and Elo sizzling stones” supplied at Plume Spa at Black Desert Resort, famous Maggy Dunphy, senior director of wellness and spa, CoralTree Hospitality. Based on Alain Negueloua, vice chairman | basic supervisor, Bardessono Resort and Spa | Resort Yountville, “stargazing and therapeutic baths have resonated strongly with our friends, particularly these on the lookout for immersive or sensory-rich experiences. Slimming and body-sculpting remedies, in addition to therapeutic massage oil candles, are additionally turning into extra mainstream requests.” Toni Yates, spa director, The Spa At Resort Florence, added, “Our prenatal massages have additionally grown in recognition, particularly since we provide a specialty therapeutic massage desk that permits anticipating moms to comfortably lie on their stomachs.”
