Pulse January / February 2019 - Page 28

MEMBER PERSPECTIVES (CONTINUED FROM PAgE 24) “Switching to iPads was environmentally motivated, but it also enhances the look of the spa and allows for better pictures on the menu.” — CECILIA HERCIK, Director of Spa, Four Seasons Resort Hualalai Trendy Considerations Being trendy can boost sales, but relying too heavily on trends can make a spa susceptible to the frequently shifting whims of fad-chasing spa-goers. Engaging with robust, enduring trends in a meaningful way is the name of game when redoing a spa menu. Monterey Plaza Hotel & Spa is incorporating more whole- body wellness into its menu by sorting its menu into three categories: “Supportive, Restorative and Rejuvenation,” according to Clark. Customization was another trend with which Clark wanted to engage on the new menu. An increasing number of spas are simplifying their menus and empowering their therapists to work with clients in the treatment room to create tailored services. “We want to let the guest choose their wellness path,” says Clark, adding that “therapists feed off of that customization as much as guests do.” Monterey Plaza Hotel & Spa is also undergoing a renovation, which will allow the spa to incorporate new equipment and therapies into its menu; with renovations still underway, Clark is considering the addition of cryotherapy, a salt room and more relaxation areas. In Hawaii, Hercik reports that shifting demographics has led them to engage with more trends on their newest menu. A large increase in pregnant travelers has inspired Four Seasons Resort Hualalai to include more prenatal treatments, which are gaining Cecilia Hercik demonstrates a digital fitness kiosk that allows guests to access fitness menus and library of workouts. 26 PULSE ■ January/February 2019