Hotel & Motel Management - January 7, 2008 - (Page 45) www.HotelMotel.com/digital_edition HotelMotel.com | H&MM January 7, 2008 Special Report said. For example, these spas will have smaller treatment rooms, a focus on basic services such as facials and massages, different price points and a stronger retail component. But no matter whether a resort developer is looking at locations, branding or spa amenities, flexibility is key, panelists said. hmm@questex.com 45 REAL-ESTATE DEVELOPMENT & INVESTMENT But the luxury market is a possible exception, Sharkey said. “If you’re looking at a threeor four-diamond resort, a brand is a necessity,” he said. “But in the luxury segment, [consumers are] looking for unique experiences, and sometimes the brands have a little more difficulty delivering than an independent.” Remington’s response has been to open luxury hotels and brand each one individually with no parent brand. For example, Remington has rebranded a 193-room hotel in Atlantic Beach, Fla., set to open this March, as One Ocean; the décor, spa amenities and restaurant all are tailored to reflect the uniqueness of the locale. That type of creativity and flexibility is necessary when dealing with a changing consumer demographic—especially in the luxury segment. “The luxury resorts segment is changing very quickly, and it’s targeting an ever-changing demographic, a traveler who is hard to spot and sometimes hard to identify,” Sharkey said. “You can’t determine people’s wealth anymore by what they wear and drive— they call it ‘stealth wealth.’ They are looking more toward self-actualization, and family is much more important to them. So, we face the question of how we tailor our products and services to that more affluent luxury traveler.” Part of catering to that new demographic involves more personalized service, especially in spa-related amenities. One key is offering spa services that come to the guest—for a price. “Instead of moving people from treatment room to treatment room like herding cattle, why not have them in one location so they can relax and have the spa treatments, food and cocktails just appear,” Sharkey said. That organizational plan allows more flexibility than setting up special rooms or equipment to provide trendy treatments that might lose their popularity in a year, he said. The trend toward individualized spa service is playing out in increasingly segmented products, said panelist Richard Dusseau, c.e.o. of Spatality in Denver. Segmented products starting to appear in resorts include express spas, men’s spas, skin-care spas, spas with a focus on bathing rituals, spas centered around Balinese or Ayurvedic traditions and even spas for teens. A trend for conven- tion hotels and big-box resorts will be “high-energy” spas with a larger recreational component and more wet areas, Dusseau said. And spas aren’t just for luxury properties anymore; they’re becoming expected amenities in four-star markets too. “We’ll see spas being rolled out specifically for four-star markets, so they’re not just watered-down versions of luxury spas,” Dusseau more than a century of success providing our customers with the finest handmade beds, Hypnos has perfected the design and comfort of luxury mattresses. Having been inspired by the most Royal chambers of Buckingham Palace and Windsor Castle, Hypnos now offers the most cultured slumber to exclusive hotels, resorts and spas. Our time honored craftsmanship and meticulous attention to detail are underlying qualities which have earned Hypnos two Royal Warrants from Her Majesty Queen Elizabeth II and The Late Queen Elizabeth The Queen Mother. These recognitions allow Hypnos to proudly display the Royal Coats Of Arms which are symbols of impeccable quality the world over. O Over 1,200 individually encased springs in a Queen mattress, this provides unrivaled support and greatly reduces partner movement. O Edge to edge comfort provided by the Hypnos Exclusive All-Round Support System. O Traditionally hand-tufted with woolen tufts for the perfect retention of natural materials O Soft lambswool, for natural micro-climate control O Flat lambswool for long life resilience and comfort O Poplar hard wood foundation O 9 1/2 Gauge 90 coil grid top O 1 oz. blended cotton fire barrier With Highbury Under Construction GrandStay Hospitality LLC has broken ground on the 71-suite GrandStay Residential Suites Hotels in Sheboygan, Wis. The property is owned by Sheboygan GSRS LLC and managed by ETC Enterprises. The hotel is scheduled to open this summer. Compiled by Stacey Higgins, shiggins@questex.com Silence and quiet reflection at the end of a busy day -to lie peacefully in the warm cocoon of your bed and drift slowly off to sleep. Hypnos Limited, Princes Risborough • Buckinghamshire HP27 9DN • England Hypnos USA • P.O. Box 681948 • Franklin, TN 37068-1948 Telephone: 1.866.749.7667 • Fax: 615.776.2296 • www.hypnos-us.com CIRCLE NO. 133 http://www.HotelMotel.com/digital_edition http://www.HotelMotel.com http://www.hypnos-us.com http://www.hypnos-us.com
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