The shift away from spa treatments to comprehensive wellbeing represents a rare opportunity at Montage Palmetto Bluff, which launched Well Living at Moreland Homes earlier this year. “Not the least of this identity is our beautiful setting.” “As the first Montage outside of the American market, we believe our obligation is to share our culture and traditions through our food and beverage, our architecture, and our activities, too,” Cormier said. Like McRory, Montage Los Cabos spa and wellness coordinator Maxime Cormier says focusing on locality is an essential component of success – particularly in Mexico.
A mezcal massage features Mexican friega (friction) manipulation with locally made heated herbal poultices a tasting menu features a shot of the drink that Oaxacan culture believes has curative powers. Among the most popular is “Bathing with Whales,” a therapist-guided floating experience in harmony with whale song and a cleansing ritual with a shaman. When re-opening post-covid, Montage Los Cabos introduced several innovative treatments. Expanding on-site food and beverage offerings will give guests more of an opportunity to enjoy the setting and decompress while putting additional focus on nutrition. Operationally, the renovation opens a whole host of other opportunities to redefine the “spa menu,” said McCrory, adding things like astrology. Waterfall showers will re-create the types of rain experienced on Maui and will include aromatherapy elements with regional products. The new space will include lava-stone rocks and locally inspired finishes and materials. “The spa was elegant, and we had Italian marble and incredible chandeliers – but when you walked in, you didn’t feel like you were in Hawaii.” “A big piece of feedback we received is people want a sense of place,” McCrory said. The resort spa will also wave goodbye to opulence and embrace authenticity because locality is a key component of contemporary spa programs, said McCrory. “You’ll have the ability to really get that fresh air into those spaces.” “You’ll be able to walk out fully to an outside garden area, where it will feel like you’re outside even though you’re inside,” said McCrory. The reimagining will also remove walls for more flow. But a to-the-studs renovation of the 50,000-square-foot spa area is bringing the outdoors in myriad ways, too.Ī saltwater vitality pool will open up to the outside, and hydrothermal treatments are going co-ed, based on feedback surrounding the resort’s popularity as a honeymoon and babymoon destination. In Hawaii, Rachael McCrory, director of spa and wellness for Grand Wailea Maui, said it was advantageous to have the flexibility to move to outdoor space thanks to the temperate climate.
Rainforest Spa, Hyatt Regency Grand Reserve, in Puerto Rico. Four outdoor cabanas that are now used for spa treatments will remain that way on a permanent basis. That would expand the total of nine indoor treatment rooms.
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If numbers stay strong, the property will likely move the fitness center out of the 12,000-square-foot spa space to free up space for treatments, said Amador. Grand Reserve’s growth plans in Puerto Rico include a careful examination of monthly spa bookings. They’re more inclined to ask about that than anything else now.” “For growth, spa is a big component, including well-being, in the guest agenda. “Based on feedback and usage and interest in our spa, our guests are far more aware of how important well-being is,” said Nereida Amador, director of sales and marketing. One example of the mix-shift toward wellness can be found at the Hyatt Regency Grand Reserve Puerto Rico in Rio Grande. The Global Wellness Institute forecasts that the annual growth rate of wellness tourism will be 20.9 percent, on average, through 2025. The growing emphasis on wellness will help support the rapid growth of spas - an under-recognized contributor to revenue and reputation at hotels. Properties in Puerto Rico, Hawaii, and Mexico have been adding hyperlocal wellness services and activities that appeal to mental well-being in tandem with bodily health. Some are broadening their spa services away from just body-based treatments such as massage.
Some hotels used the pandemic pause to rethink their offerings.
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