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.
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PULSE
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January/February 2019