Evolve or Become Irrelevant
TOWN HALL Session
Evolve or Become Irrelevant
PRESENTED BY EMLYN BROWN , AMANDA AL-MASRI AND SIMON MARXER ; MODERATED BY PATRICK HUEY
JOIN KEY LEADERS within the industry as they share insights on how constant evolution within the spa business is necessary to thrive , and how spas are adapting and changing to stay relevant .
Pulse : What are some of the challenges and opportunities of new technology in the spa ? Amanda Al-Masri : Our recent 2023 Trends Report found more than half of travelers across the globe are aiming to have an easier travel experience in 2023 , leading to clear opportunity for us as an industry to offer innovative solutions that are both human and technology-led . In this widely digital world , we see technology as a means to provide an enhanced experience for guests and , ultimately , smooth operations so that our team members can focus on what they do best : provide guests with exceptional hospitality and service .
While technology often powers the day-to-day , it ’ s people who provide the relatability , personalization and genuine hospitality that we have grown accustomed to . That ’ s why more than half of global travelers say they ’ ll care about reliable and friendly service . There are just some things — like a smile or warm greeting — that can ’ t be digitally replicated or replaced , and our team members are always available to deliver that and more .
Pulse : How has consumer demand for wellness products
and services shifted since the pandemic ? AA-M : The pandemic has served as a catalyst for change , propelling the speed of innovation in the wellness industry .
In my experience , travel and access to wellness experiences have always served as critical points of intersection for consumers , and we have consistently found this to be true in recent years . In fact , half of global travelers indicated they will seek travel experiences that align with their wellness goals and priorities . Historically , spas , fitness experiences and amenities were at the forefront of this definition , but today , travelers are thinking more holistically and considering areas of sleep , recovery , nutrition and mindfulness when choosing accommodations .
To meet this demand , it will be important to think differently . At Hilton , for example , delivering wellness most effectively and at scale requires a multi-pronged approach . It ’ s all about reducing the friction of maintaining healthy habits on the road while also exploring a wider view of wellness and identifying new ways to infuse that focus into all our award-winning brands .
Pulse : What can spa leaders do right now that will increase their ability to remain relevant ? AA-M : Staying relevant and top of mind ultimately boils down to two things : the ability to listen loudly to your customers and the ability to act on their feedback to provide solutions that meet their evolving needs . That may mean engaging in strategic partnerships , identifying ways to highlight local cultures or rethinking products and offering cleaner ingredients . For Hilton , it means understanding that not every guest has the same wellness goals and priorities , and some may have no interest in wellness at all . It even means understanding that a guest ’ s wellness preferences
may change from trip to trip or even from day to day . At times it will be about time spent in a spa , maintaining a workout regimen on the road or more intentional meal choices , and , other times , it may be as passive as appreciating a restful night ’ s sleep or a great shower experience . Staying relevant is less about defining a “ wellness point-ofview ” and more about doing right by our guests so they can live their best , most healthy and fulfilling lives . n
“ HALF OF GLOBAL TRAVELERS INDICATED THEY WILL SEEK TRAVEL experiences THAT ALIGN WITH THEIR WELLNESS GOALS ...”
MAY / JUNE 2023 n PULSE 17