Luxury Hoteliers Magazine 4th Quarter 2019 | Page 77

But, do hoteliers recognize the disparity in guest expectations and experience between an urban versus a remote-destination property? The following three properties demonstrate successful guest-experience strategies across differing locales. One property has attracted luxury- seeking guests deep into the Berkshire Mountains of western Massachusetts, to a small town, 150 miles north of New York City. Canyon Ranch Lenox has done it by creating a comprehensive wellness resort. This is not merely a spa in the woods. The Lenox is a self-contained destination with an emphasis on total lifestyle, including nutrition, fitness, medicine, and psychology. The visit begins with an assessment by Program Advisors who develop a catered stay. “Our guests want to receive a personalized experience…a curated experience,” said Mindi Morin, general manager. The Lenox does have traditional spa conveniences. But, it also offers Pilates, ayurvedic herbal rejuvenation, weight loss programs, and much more. The staff includes physiologists, sleep consultants, physical therapists, healing energy experts, medical doctors, etc. What also distinguishes the Lenox is their emphasis on guest education, with the intent of modifying their clienteles’ lifestyle long after their stay. This includes, for example, consultation with a nutritionist, healthy eating cooking classes, and lectures on spirituality. The Lenox has creatively expanded their demographic profile. There are programs for mothers and daughters, multi-generational families, and for expectant mothers, called the “babymoon”. The Lenox has also extended the length of stay, with guests remaining for a month or longer to focus on a specific wellness issue. The Chateau Saint-Martin & Spa, in Vence, France, takes an entirely different approach compared to Lenox for its guest experience at a destination location. The property is inland along the Cote d’ Azur, resting on a hilltop surrounded by 34 plush acres—that is the core of its allure. According to Duarte Bon de Sousa, general manager of the Saint-Martin, guests are seeking two experiences: to rest, relax and lounge by the pool; and to explore the nearby region. ILHA 77