Hoteliers Urbanize Spa Programs For Stressed Travelers

Hyatt Hotels Corp. this summer reconceived its brandwide spa program to focus more on urban spas, and the needs of business travelers in particular, for treatments that promote not just pampering, but recovery. Like the strategy already in place at Fairmont, Four Seasons and the Ritz-Carlton hotel companies, Hyatt understands that well-heeled business guests need to relieve travel-related stress—to the point where there's little price resistance, assuming the treatments deliver as promised.

"A lot of guests, both men and women, now feel they can justify visiting the spa because of the increased performance implications," said Gordon Tareta, Hyatt director of spa operations. "Upon landing from a long flight, they'll go right to the hotel spa, for example, to help mitigate the effects of jet lag or grogginess. They see it as being beneficial to getting a good night's sleep that first night, so they can be on their best game in meetings the next day."

Where pampering might be an acceptable goal in a resort destination spa, the bar has been raised at downtown hotels. "Our consumer research showed that businessmen especially looked favorably upon spas when the treatments were results-oriented," said Anne McCall, general manager of Fairmont's spa program, which carries the Willow Stream name. "To make a treatment relevant, it has to result in something. 'I'll be more productive. I'll function better.' Consequently, the language we use around this usually talks about stress relief, that it would get you back in the fast lane, so to speak."

Image also is a factor, Tareta said, noting that "travelers realize the business world has grown highly competitive and that looks are important, so they seek out services that enhance their professionalism." According to Tareta, the increased attention to spas at upper upscale and deluxe hotels, including his company's Park Hyatt brand, is part of a larger trend. "People are taking better care of themselves on the road generally, whether it's spa, fitness or nutrition—and hotels are responding."

Ironically for people who complain about stress, many travelers have an aversion to down time while in a hotel and seek ways to fill it productively. "Frequent travelers especially don't want to just sit in the hotel bar or watch TV in their room," McCall said. "Rather, they want to spend that hour doing something they feel will be good for themselves."

Even with the economic downturn, the fees charged at these price point hotels are rarely an issue. "At the high end, we see little price resistance," McCall said. "At the same time, however, there's still high demand for service. If guests feel they're getting sufficient value for the service provided, they're willing to pay for it."

At the property level, this translates into scheduling designed to accommodate the busy traveler. "We operate from 8 a.m. to 10 p.m., with treatments peaking in the morning and then from 7:30-on in the evening," said Stephanie Poole, spa director at the Four Seasons Hotel Boston. "The assumption is they're out of the hotel all day on appointments."

Like the typical resort spa, the urban counterparts have introduced signature treatments. While the basic Swedish full-body massage remains the Four Seasons Boston's most requested service, the spa originated what it calls the face lift massage. "We didn't want to offer facials per se, but wanted to offer a treatment that included work on the face," Poole said. "Consequently, the face lift massage combines facial cleansing, exfoliation and a mask with any kind of body massage the client is interested in."

Yet, for as distinct as an urban spa might be from a resort facility, many high-end business travelers' first spa experience still occurs while at a resort, either on vacation or attending a group meeting, so comparisons are inevitable.

"Many first-timers are influenced by their significant other while here on vacation," said Samantha Teleford, spa director at the Ritz-Carlton Rose Hall in St. James, Jamaica. "Accordingly, we usually start them with a massage in the couples room. This allows them to experience a service in the company of someone close to them. More women may frequent the spa, but once men are hooked they could do a spa service every day of their stay at the resort." The results-orientation, however, remains the same. "For both massages and moisturizing pedicures" Teleford said, "any service designed to improve a man's golf game is popular."