Kate Mearns
Tools
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[ DVD ] Spa: A Comprehensive Introduction
Identifying trends and how they are changing the spa industry is an important skill for every leader. Innovations expert and 2012 ISPA Conference & Expo keynote speaker Peter Sheahan calls this“ elevation.” In order to be able to get elevation, you need the right resources in your tool box. The Spa: A Comprehensive Introduction DVD, which could either be a standalone training tool for your team or a companion to the introductory textbook of the same title, includes interviews with spa industry professionals on important topics like consumer viewpoints, leadership and success, and spa industry trends.
In this two-hour presentation, hear insights from Ginny Michel Lopis, Vice President of JGL Inc., who notices a trending movement away from a“ self-referenced wellness model” or a shift from“ me” to“ we.” Barbara Stirewalt, spa director at Mohonk Mountain House, believes that the green movement, an ongoing trend, has to be part of the spa lifestyle.“ Spas are doing a good job of communicating the importance of taking care of oneself and the planet.” The DVD also features:
● John E. Lopis of JGL Inc.
● Anne McCall Wilson of Fairmont Raffles Hotels International Inc.
● Celeste Hilling of Skin Authority
● Jesper Hougaard of Serena Spa Pvt. Ltd.
● Cathy Cluff of Oaks at Ojai
● Michael Tompkins of Miraval Resort & Spa
● Jason de Caprio of Noelle Spa for Beauty and Wellness
● Sylvia Sepielli of Sylvia Planning and Design
● Jane Segerberg of Segerberg Spa Consulting, LLC
INTHELOOP with the Chairmen’ s Council
Kate Mearns
SPA DIRECTOR, THE SPA OF COLONIAL WILLIAMSBURG WILLIAMSBURG, VIRGINIA
Which of today’ s trends, do you think, would change customer service in the spa industry? Express services, which are trending positively, are great for those who have time constraints or are on a budget, yet the shortened time in the facility makes it difficult for the spa staff to engage guests in a complete environment of relaxation. Relaxed customer service needs to be amped up to, in effect, slow down the clock for the guests.
Also, online spa booking eliminates the dialogue a guest might have with a spa staff member. Because the guest typically requests additional information before booking, the way spas do online booking will need to keep pace with guest demands. More interactive videos and 24-hour support, for example, will be important to assist the guest in their selection. This changes the“ look” of guest service.
How do you determine which trends to follow or not follow in your own spa? At The Spa of Colonial Williamsburg, we recognize developing trends in reports and data collection( although interestingly, sometimes our hunches don’ t equate with the data). We refine our focus, and then, further develop these trends through our brand filter. We keep an open mind about the trends because trends materialize differently within each spa brand.
CHAIRMEN’ S COUNCIL
Past Chairmen of ISPA who are currently ISPA members.
Gayle Brady Brady Spa Consulting
Jeff Kohl Elizabeth Arden Red Door Spas
Jean Kolb Kohler Co.
John Korpi Korpi & Korpi
Kate Mearns The Spa of Colonial Williamsburg
Jim Root Glen Ivy Hot Springs
Jane Segerberg Segerberg Spa Consulting, LLC
Deborah Waldvogel( Immediate Past Chair) Sedona Resorts
January / February 2013 ■ PULSE 55