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JULY: Hotel Spa: Branding Around the Concept of Wellness

Andrew Cohan

If we step back and review what the term “wellness” means to business or leisure travelers, we will see that many “wellness” activities involve little to no investment on the part of a hotel, in order to accommodate guests’ interest. Whether the guest is a boomer or millennial, interested in philanthropic giving forward or taking care of oneself with spiritual or physical aids to the body, mind and spirit – it is only with a bit of creativity that a hotel’s programming can be developed to improve its “wellness profile” with minimal cost. READ MORE

Trent  Munday

Professor Gerard Bodeker has said that spas are the ‘organizational face of Wellness’. What he means by this is that spas provide a safe and understandable entry point into the diverse and often confusing world of Wellness. Much like a hospital is the organizational face of illness. Patients rarely know which medical specialist is the most appropriate for their specific condition. They trust that the hospital will direct them to right doctor. Spas, according to Bodeker, offer the same for Wellness. READ MORE

Jeremy  Gilley

The wellness trend can’t be ignored; it’s a $500 billion dollar business that has taken root and continues to grow and flourish. In 2013, wellness tourism grew by a whopping 12.7 percent, surpassing 2012’s growth rate of 9 percent, according to the 2014 Global Spa and Wellness Economy Monitor. Clearly, incorporating a wellness program or improving upon an existing one is an opportunity not to be missed. Courting the health and wellness-savvy consumer not only makes guests feel great, it has the potential to reinvigorate the bottom line, oftentimes without heavy capital investment. READ MORE

Emily  McConnell

Traditionally spas have been marketed primarily towards women and beauty. They all continually have the same goal: to help people relax, rejuvenate, relieve stress, improve self worth and look their absolute best. Nowadays, men are becoming more open-minded to the whole spa experience. They are appreciating how beneficial spa treatments can be and recognizing the importance of investing in their own health. Spas are welcoming this rising trend by including the male perspective in their marketing strategies to help draw men through the door. READ MORE

Coming Up In The August Online Hotel Business Review




Feature Focus
Food and Beverage: Going Local
"Going local" is no longer a trend; it’s a colossal phenomenon that shows no sign of dissipating. There is a near obsession with slow, real, farm-to-table food that is organic, nutritious and locally sourced. In response, hotel chefs are creating menus that are customized to accommodate all the vegans, vegetarians, gluten-free, paleo, diabetics and other diet-conscious guests who are demanding healthy alternatives to traditional restaurant fare. In addition, there is a social component to this movement. In some cases, chefs are escorting guests to local markets to select fresh ingredients and then visit a local cooking school to prepare their purchases. Other hotels are getting guests involved in gardening activities, or exploring local farms, bakeries and the shops of other culinary artisans. Part of the appeal is in knowing the story behind the food - being personally aware of the source and integrity of the product, and how it was handled. In addition to this "locavore" movement, there are other food-related developments which are becoming popular with hotel guests. Small plate and tasting-only menus are proliferating around the country. Tasting-only special event menus offer numerous benefits including guaranteed revenue per customer, reservations usually made weeks in advance, and an exciting dining option for guests to experience. Bread and butter are also getting a makeover as chefs are replacing bread baskets with boards, and replacing butter with custom-flavored spreads. One dining establishment offers a veritable smorgasbord of exotic spreads including garlic mostarda, vanilla tapenade, rosemary hummus, salsa butter, porcini oil and tomato jam, to name just a few. The August issue of the Hotel Business Review will document some current trends and challenges in the food and beverage sector, and report on what various leading hotels are doing to enhance and expand this area of their business.