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Inside Tips About Trends in Wellness

Hospitality Continues To Embrace Importance Of Health-Focused Spas And Resorts

Monday, March 05, 2018
Mr. Larry Mogelonsky - P. Eng.
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Representing the pinnacle of Texan hospitality, Lake Austin Spa Report (LASR) is a 40-room lakeside sanctuary tucked just outside of the greater Austin area—a rapidly growing city in its own right as more and more tech companies flock to the booming Silicon Plains region.

I’ve known Janis Clapoff, managing director of LASR, for going on three decades now—first at Four Seasons Inn on the Park, followed by Topnotch in Vermont, then San Ysidro Ranch and Ojai Valley Inn & Spa in California—and I was elated to reconnect with her during my latest trip to Austin. With its innovative wellness focus, the resort is on the cusp of a new industry trend by designing all-inclusive activities to fill guests’ days. The following in-depth interview elucidates her approach to wellness and what makes LASR exceptional in this niche.

Tell us about the growing importance of wellness in hospitality.
More and more, people are choosing wellness as a lifestyle choice. Wellness is becoming an all-encompassing way of being, including how you eat, exercise, dress, shop, play and travel. Destination resorts are attracting people of all ages who want wellness in every aspect of their lives, from one-on-one consultations about nutrition and functional body analyses to interactive fitness classes and outdoor adventures.

Travelers want creative and conscientious cuisine that’s also healthful and exciting. They want to hear about nutrition and organic gardening. They want thoughtful, integrative body treatments in a beautiful spa. Sometimes all they want is to lie in a hammock and read a book amidst a tranquil environment. Whereas wellness resorts were long targeted to help you with ailments or weight loss, now they are sought after as vacation spots for couples, social groups and solo travelers looking for a healthy yet fulfilling getaway from their frenetic daily routines.

What truly comprises a wellness resort?
A wellness resort is comprised of healthy choices—a plethora of programs and activities, delicious cuisine, outdoor adventures, a world-class spa, highly accredited staff, a beautiful environment and a clear message woven throughout the property that speaks to a certain state of mind.

How do you sell this and who is the target market?
We have a very large repeat client base that we communicate with on a regular basis. We are reaching many younger customers through our extensive social media marketing campaigns that are matched by our stellar public relations outreach. Our target market for this is a sophisticated traveler who understands the benefits of healthy living and who is willing to make it a priority.

I always thought of ‘spa food’ as tofu, kombucha and lettuce leaves. But you’ve corrected me!
We place a tremendous importance on our culinary program; our menus must be exciting, flavorful and healthy. At the same time, we educate by having cooking and nutrition classes. Much of the produce served comes from our own organic gardens. We also offer daily and weekly tours so that there are connections made as this is an integral part of the guest experience.

We profess to be creative leaders in ‘conscientious cooking’ whereby our executive chef—of French background and training—cooks with traditional techniques while infusing the fare with local flavors. We’re not afraid of using the good stuff like butter, cream or cheese, just we limit the portion sizes while still keeping our focus on presenting a plate that’s satisfying, artfully prepared and, most of all, delicious. To the surprise of our guests, we also have wine and beer available—where again, our belief is that you can have a little of everything when in moderation.

How does your business split between male and female guests?
For many years, the spa world in the United States was seen predominantly as a ‘female activity’ or a place to be pampered, instead of the European mindset where spas were always viewed as a therapeutic abode for the wealthy, regardless of gender.

Over the last decade, however, it has become clear that spas cater to both men and women equally. Men are very attracted to the various body treatments such as muscle tension relief, sports massage, acupuncture, facials and hot shaves. We are now attracting quite an increased percentage of male guests as couples are finding that there are many different activities that satisfy each individual, and then afterwards they can both enjoy a couple’s massage to wind down the day.

Describe your ‘digital detox’ initiative?
It starts at check-in where we inform people that we are a cell phone free environment. We then have subtle hints throughout the property such as a ‘cell phone sleeping bag’ in each room. All that being said, it is still a difficult task to undertake in our digital age; we try to assist people in disconnecting but understand if they need time to wean themselves off of their personal devices.

How do you do to personalize each guest’s stay?
Every morning we have a very important stand-up meeting with all pertinent department heads to discuss who is coming, when they were last here, their special dietary or other needs, their estimated time of arrival and who will be able to greet them. We then treat our guests the same way we want to be treated when we go on vacation where we strive to meet all their needs before they even realize they might need something.

Credit
Larry Mogelonsky P. Eng.    Mr. Larry Mogelonsky - P. Eng.
Managing Partner, Hotel Mogel Consulting Limited
Owners, Principals, or Partners
LMA Communications Inc.

Bio: One of the world’s most published writer in hospitality, Larry Mogelonsky is the principal of Hotel Mogel Consulting Limited, a Toronto-based consulting practice. His experience encompasses hotel properties around the world, both branded and independent, and ranging from luxury and boutique to select-service. Larry is also on several boards for companies focused on hotel technology. His work includes four books “Are You an Ostrich or a Llama?” (2012), “Llamas Rule” (2013), ...
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