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The hospitality industry generally accepts hotel star ratings designated by critically-minded organizations. But there are no set standards for “luxury hotels,” and both four-star and five star hotels generally describe themselves as “luxury. Expedia Travel describes a five star hotel as “characterized by luxury appointments, superlative service, and the highest standards of comfort. Five-star hotels offer originality in architecture and interior design, high-grade materials in construction and decor, and such special touches as fresh flowers and plants in abundance. These properties also maintain a high staff-to-guest ratio, gourmet dining, and24-hour room service.” I would add “fancy gyms, swimming pools and spas, and more” to an endless list of offerings that comes with a steep price. However, luxury is not about claiming to be a5 star hotel and5-stars is not an award, it’s a declaration by the hotel that good is not in its vocabulary; only excellence. A5 star hotel that delivers functional service – however efficient is not a luxury hotel. Only when it provides service that is purposefully efficiently does it enter the realms of luxury. Translated into one of the numerous staff-guest interactions, it is the difference between the doorman opening the hotel’s door and the doorman providing a welcoming experience .Hotel guests paying high luxury-hotel rates have a right to expect certain luxury hotel standards, in service, in rooms, in dining, and in everything else a “luxury” hotel offers. In short, the guest experience (also referred to as ‘experience customization’), that mentioned must go way beyond expectations. A luxury hotel is thus enormously different. It prides itself on being different. It flaunts each unique piece of its service offering. As a result, luxury hotels get talked about. Hotel Collection based on the concept of providing exceptional service for guests who value luxury and have the means to pay for it.
Simply put; a spa brand that is remarkable and relevant to the hotel/resort’s market and clearly executed in operations will attract the hotel’s guests, add to their pleasure and build repeat and expanded business for the property. Your spa’s brand is the conversation you have with your guests that sparks their interest and sets expectations.
It answers these questions: Will your guests trust the spa’s promise? Does your spa have what they need? Do they want to do business with your spa?
Is the spa’s brand significant or does it suffice just to have a spa on the premises? Let’s put it this way – The hotel’s presentation and overall guest experience is the sum total of all the amenity experiences such as dining, bell stand, concierge, golf, spa, tennis and the overall service experience.
What if you could promote the one experience that helps travelers shed their recent hurried travel and life experiences so they can relax and positively enjoy all your property has to offer? With visionary thinking and knowledge of the spa industry the creation and operation of the spa’s brand can be quite simple.
Keeping these key principles in mind, it can be successful too:
When we begin a project, often owners have given thought to the size spa or what they want the spa to be based on several spa visits they have made to other properties. We always encourage a serious study of the spa’s possible concept and brand as it would align with the property. For all of the reasons listed above, the spa’s brand is the first impression of the spa and therefore of the property as well.
The spa should be an emotionally compelling presentation that is fun, friendly, interesting, nurturing and worthwhile. If this is the case then the image and the promotion of the spa takes on an emotionally charged theme rather than just pricing specials. Pricing could be considered a benefit but it is just a one-time benefit. It is common language for spas to promote calm, serenity, personalized service, etc. But what makes your spa stand out as a very special experience? Why will guests prefer the spa over all the others?
Having been fortunate to listen spellbound to one of Maya Angelou’s presentations, I remember her words very well, “People will forget what you did, but people will never forget how you made them feel.” While she is actually speaking of personal interactions, her quote is very appropriate for aspirations regarding the spa’s brand experience and the hotel’s overall service experience. How will the brand image, promotion and execution make the guest feel?
The most important element is the consideration of the plan for operationalizing the brand. Three masters at operationalizing their brand are Virgin Airlines, Zappos and Road Runner Sports. They go beyond image, vision, promotion and slogans; they have actually decided how their business will look, feel and interact with customers. The goal for spas is to make the décor, amenities, features, website, advertising copy, staff attitude and programming all congruent around one dominant and emotionally charged theme.
When a spa’s brand promise exudes character, it becomes desirable and memorable. Virgin Airlines is often used as an example of a memorable brand and is appropriate here. Think of Delta Airlines which has an identity but Virgin Airlines is a memorable brand with character and personality. Virgin also operationalizes its brand and Sir Richard Branson is constantly taking notes and tweaking the experience to make it more relevant to today’s customer. Same well-conceived brand but always ratcheted up a notch or two. Gone are the days when guests automatically return. Guests expect value and a more valuable experience than the next new Hotel, Spa or Promotion. Guests also have more choices right at the fingertips of their smart phones and devices.
Execution and the daily operation of the brand are crucial to business success. Several examples of projects that have not only branded but put serious thought and support behind operations are the Sanctuary at Kiawah Island, The Borgata in Atlantic City and Skana Spa at Turning Stone. At the Sanctuary, southern hospitality is epitomized by the gardens and porch of a grand southern low country home. The spa’s southern garden (for which nearby Charleston is so well known) set indoors, color plate and textures along with treatments and gracious southern hospitality bond the spa with guests. At the Toccare (to touch) Spa in The Borgata, the hotel’s platform is one of energy and excitement. Toccare then went beyond the meaning of ‘touch’ which is common in spas, and became –Touch the Senses, Stir the Soul – which is the basis for the treatments which are layered with texture, scent and color. In addition the décor is filled with bright colors and strong textures. Guests enjoy the stimulation of all the senses as a way to relax and re-energize. The brand for Skana (harmony) Spa at Turning Stone was created through extensive research of the history and culture of the Oneida People who were well-known for their welcoming hospitality toward visitors. A special welcome area around a kiva where guests upon entering can gather in a relaxed atmosphere complete with floor covering made of tufts of leather representing leaves and grass surrounding by natural woods and stone immediately puts the guest at ease and in touch with nature. Treatment products and regimens were guided by the Oneida healing practices and staff were well versed in the Oneida culture and even used a few Oneida words of welcome. Guests immediately trust that they will be cared for at each experience in the spa.
Creating that memorable emotional bond with guests through senses is easily done in spas and attention to this aspect is rewarding for the spa and guests. When stimulated appropriately, all of the senses create a lasting impression. Sound touches memory and emotion, colors and visual icons mesmerize, textures feel good, tastes are inviting and at the same time relaxing. We can stimulate the senses to the brand’s advantage in spas if planned well.
Our spa consumers are individuals. They are global consumers with a wide range of values, they are generational – the boomers, gen x, gen y – all with different aspirations and needs. The spa’s brand needs to speak to consumers on an emotional and trustworthy level. Rather than creating the spa’s brand concept based upon the latest hip or majestic idea, create the brand that addresses future guests as individuals. As Marc Gobe states, “Branding bridges the gap between the provider and the receiver; between authority and freedom. It is about trust and dialogue.”
The first impression of the spa is the last impression. If the spa consumer’s interest and loyalty is lost in the beginning, it is hard to recover. Consumers think with their heart or their ‘gut’ rather than their head. When we look for success in the spa guest’s experience the most satisfactory impression is that “it just has a good feel”. Achieve that impression with guests and the spa has created a reason to stay on property, extend the stay, bring spouses, and return for a repeat business. Guests will continue to enjoy their relationship with your spa’s brand.
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To be specific…Hotel Facilities is a key component for any Luxury Hotel, it’s all depends upon your facilities and its products which makes a great comfort and richness to the guests.
Luxury hotel is exclusivity; the importance in a luxury hotel is to guarantee that the guest gets a real good and memorable experience of his / her stay in the hotel, something that will make them, sense nostalgic!
It is qualitatively far more superior in hotel products and style which makes the extravagant atmosphere and abundance to the guests.
There is lot of Hotel brands which indulges in the luxurious category like Fairmount, Oberoi, Taj, Ananantra, Ritz Carlton and more…
interesting discussion, i understand that hotels ranking is based on hotel facilities, this is have nothing to do with luxuriant, hotel category determined mainly by requirement set forth by the operator based on hotel name and brand reputation, this is usually described in the design guideline and FF&E documents as a value driver. in most of the cases this is the main conflict between operator company and investor (FF&E constitutes approx twelve - sixteen % of total hotel investment)
in my opinion as an interior designer work on hotels projects i'll classify luxury hotels based on two factors:
- FF&E budget including reserve for replacement.
- renovation budget &schedule.
