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.
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