TODD LEFF
President and CEO
Hand & Stone Massage and Facial Spa
Trenton, New Jersey
the typical hotel spa environment. This
international brand-wide concept aims
to demystify the spa experience by
allowing guests to spa on their own
terms, providing a new way to look at
the hotel spa.”
The first Spa by JW concept was
launched at JW Marriott Houston
Downtown in December last year. The
new spa concept, according to Gaskins,
includes an express spa suite that provides on-demand treatments starting at a
12-minute entry point in a customheated spa chair massage that features
embedded scent infusers, noise-canceling technology, mobile phone charging
stations, and many more.
As a hotel company of multiple
brands, Marriott International has built
itself as a colossal brand with a strong
global presence in the hotel industry.
Franchising was not a large part of
Marriott’s core business until the 1990s.
As of early last year, Marriott
International has more than 700 franchise companies in North America and
close to 100 franchise companies
outside the U.S.
Common Challenges
As a franchisee, challenges could arise
early. Terri Smith, a franchise owner of
The Woodhouse Day Spas in Carmel,
Indiana since 2006, recalled facing budgetary issues during the spa’s early stages.
“From having spent over budget in construction and advertising, coupled with a
major road closing and tenants leaving
my center to a down economy, I was in
a financial nightmare,” says Smith.
Fortunately, she found support in The
Woodhouse Day Spas Founder and CEO
Jeni Garrett. “Jeni met with me weekly to
pull back my spending and develop a
plan to financial success. Today, we rank
top three in 32 locations and number
one in retail sales,” she says.
Smith said the idea of franchising a
business came upon her when she came
across a magazine feature about The
Woodhouse Day Spas franchise. “It
piqued my interest,” she says, recalling
how she flew in to San Antonio, Texas a
week later to experience the spa’s serv-
ices for herself.
She found the support of a franchise
business model invaluable, from not
having to worry about the marketing
aspect to having access to a design team
that can assist her when she needs a
design update.
Luongo, on his part, sees common
franchise challenges in these three
aspects: people (leading, training and
retaining), service (understanding the
importance of customized experience)
and technology (leveraging technology
for efficiency).
“Massage Envy Spa’s comprehensive
training and support for franchisees is
focused on building a profitable massage
business and strong brand identity,”
Luongo says. “Dedicated support teams
provide classroom and field training,
online training and webinars, cus-
“Feedback tells us that both current and
potential spa clients are looking for a
relaxed environment that is luxurious,
yet purposeful and approachable.”
44 PULSE
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September 2015
(CONTINUED ON PAGE 46)
MITZI GASKINS
Vice President & Global Brand Manager
JW Marriott Hotels & Resorts
Bethesda, Maryland