Guests expect excellent, personalized, and memorable service and experiences, which involves emotional labor, the process of managing emotions to align with workplace expectations.

We all know that working in a hotel or spa requires more than just simple guest interactions and meeting basic job requirements, particularly when it comes to luxury and award-winning properties. 

Guests expect excellent, personalized, and memorable service and experiences, which involves emotional labor, the process of managing emotions to align with workplace expectations. In other words, we ask a lot of our teams.  

The findings of a study published in Tourism Management exploring how emotional labor affects hotel employees’ mental health over time, suggest that there can be significant consequences related to anxiety, depression, and emotional exhaustion. 

The impact of emotional labor 

The study followed 534 hotel interns over an eight-month period, tracking changes in their mental health. The findings show that anxiety and depression increased within the first three months of employment.  

Emotional labor, particularly “surface acting,” where employees fake or suppress their emotions, was a key contributor to these negative outcomes. Surface acting led to consistently higher levels of anxiety and depression. Employees who engaged in this form of emotional regulation experienced greater stress, possibly because suppressing true emotions requires constant effort and creates an internal conflict between feelings and outward expressions. 

Deep acting, where employees attempt to genuinely feel the emotions they are expected to display, had a more complex effect. In the short term, deep acting reduced anxiety and depression, but over time, deep acting contributed to emotional exhaustion, ultimately leading to higher anxiety and depression levels in the long run.  

Emotional exhaustion as a key factor 

The authors theorize that emotional exhaustion played a role in the long-term effects of deep acting. While it may seem beneficial at first, the sustained effort to modify emotions eventually drains employees, leaving them mentally and emotionally fatigued, increasing the likelihood of anxiety and depression. Unlike surface acting, which immediately takes a toll on mental health, deep acting may be a slow-burning issue leading to psychological strain over time. 

Implications for hotel management 

These findings underscore an already recognized need for hotel managers to take employee mental health seriously. Emotional labor is an unavoidable part of customer-facing roles, but its negative effects can be reduced through thoughtful workplace policies and support systems. 

Not overloading schedules and ensuring workloads are reasonable and that employees have adequate time for breaks can reduce overall strain. Open door policies with approachable leaders keep communication flowing so that when issues arise, management is aware rather than kept in the dark until it’s too late. Regular check-ins between managers and employees can identify early signs of emotional exhaustion, allowing for intervention before it affects job performance. Providing access to mental health resources, such as counseling services or employee assistance programs, may help staff cope with stress before it escalates into burnout.  

Comprehensive training and onboarding programs help eliminate confusion and overwhelm, which can lead to stress, while training programs can also address stress management skills and help employees develop emotional resilience. 

The hospitality industry thrives on positive guest experiences, and these require a well-supported and engaged workforce. Leaders should recognize that employees in guest-facing roles may require different forms of support than those in other departments. Realistic job expectations and fostering an environment where employees feel comfortable discussing mental health challenges can make a difference. 

Spa Executive is published by Book4Time, the leader in guest management, revenue and mobile solutions for the most exclusive spas, hotels, and resorts around the globe. Now part of Agilysys. Learn more at book4time.com.

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By applying the 4 key components of transformational leadership, hospitality leaders can enhance employee satisfaction, drive team performance, and elevate the guest experience.

The hospitality industry thrives on exceptional service and memorable guest experiences. To meet the evolving expectations of today’s guests, leaders must inspire their teams to embrace innovation, deliver personalized service, and stay motivated in dynamic environments. Transformational leadership is an ideal management style for fostering this type of growth and excellence. It is based on four key components, also known as the four “I”s:

Intellectual stimulation
Individualized consideration
Inspirational motivation
Idealized influence

By applying these principles, hospitality leaders can enhance employee satisfaction, drive team performance, and elevate the guest experience. Here’s a closer look at what each of these “I”s means for transformational leadership in hospitality.

The 4 key components of transformational leadership in hospitality

1. Intellectual stimulation: encouraging innovation and creativity

In hospitality, where delivering unique and personalized guest experiences is vital, intellectual stimulation plays a critical role. Transformational leaders encourage their teams to think creatively and come up with innovative solutions to enhance service and operations. Whether it’s finding new ways to improve guest satisfaction, streamline check-in processes, or personalize amenities, intellectual stimulation empowers employees to contribute to the organization’s success.

A hotel manager might involve their staff in decision-making when implementing new guest services, such as introducing tech-driven solutions like virtual concierge systems. By soliciting ideas from all levels of the team, leaders foster an environment that values creativity, resulting in services that set the property apart from competitors.

2. Individualized consideration: valuing each and every team member

The hospitality industry is built on people, both employees and guests. Transformational leaders understand the importance of building strong relationships with their team members by providing individualized support and recognizing each person’s unique strengths and needs. This component involves giving employees the attention they need to develop their skills and excel in their roles, while also acknowledging their achievements and contributions.

By focusing on individualized consideration, a hospitality leader creates a supportive environment where team members feel valued. If a restaurant’s chef is recognized for their creative contributions to the menu, this acknowledgement not only motivates them but also fosters a sense of ownership over their work. Leaders who make the effort to provide personalized feedback and support see higher employee satisfaction and retention rates, which translates to better guest interactions and service.

3. Inspirational motivation: setting a vision and uniting the team

Transformational leaders in hospitality must communicate a compelling vision that unites their team and motivates them to strive for excellence. This vision often revolves around the guest experience and creating moments that leave lasting impressions on guests. Inspirational motivation involves more than just setting goals; it’s about helping employees understand how their work contributes to the bigger picture and inspiring them to take pride in their roles.

A spa manager, for example, might share the goal of achieving a high guest satisfaction rating with the entire team. By clearly outlining the steps needed to reach this goal, whether through personalized guest interactions or attention to detail in services, the leader motivates employees to work toward a shared vision. This sense of purpose energizes the team, leading to improved performance and an elevated guest experience.

4. Idealized influence: leading by example

In hospitality, leadership is not only about managing operations but also about inspiring trust and respect among employees. Transformational leaders serve as role models for their teams by demonstrating the behaviors and attitudes they expect from others. This concept, known as idealized influence, is about leading with integrity, accountability, and enthusiasm.

Leaders who embody the principles of idealized influence inspire their teams to follow their example. A manager who consistently goes above and beyond to ensure guest satisfaction sets a standard for the rest of the team to emulate. By demonstrating excellent communication skills, problem-solving abilities, and a guest-first attitude, leaders can inspire their staff to deliver the same level of service.

The power to have significant impact

Transformational leadership has the power to significantly impact the hospitality industry by fostering innovation, empowering employees, and driving exceptional guest experiences. Through intellectual stimulation, individualized consideration, inspirational motivation, and idealized influence, hospitality leaders can create a positive and dynamic work environment where both employees and guests thrive. By applying these principles, leaders improve team performance and build stronger, more memorable guest relationships, setting their business apart in an increasingly competitive market.

Spa Executive is published by Book4Time, the leader in guest management, revenue and mobile solutions for the most exclusive spas, hotels, and resorts around the globe. Learn more at book4time.com.

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The human element fosters trust and wellbeing in ways that machines simply can’t replicate – not yet, anyway.

We all know that technology is rapidly transforming the hospitality industry and this is an incredibly beneficial development. Technology – like automated check-in kiosks, mobile room keys, AI-driven customer service chatbots, booking and ancillary revenue management software, and payment systems – saves us time, reduces costs, increases revenue, reduces stress, and streamlines operations in ways we couldn’t have imagined a couple of decades ago. But the human touch remains critical. Emotional connection and personalized care are essential to the upscale guest experience. While technology can make life easier, it’s the warmth of a friendly smile, the comfort of a kind word, and the intuitive understanding of a guest’s needs that create truly memorable experiences. This human element fosters trust and wellbeing in ways that machines simply can’t replicate – not yet, anyway.

9 things human employees can do that technology can’t

Provide empathy and emotional support: Emotional connection is key in hospitality, of course, and only human employees can connect emotionally with guests. This is particularly important in spa and wellness settings, where people are seeking relaxation and stress relief. A friendly smile, a comforting word, or a sympathetic ear can make a significant difference in a guest’s experience, fostering a sense of wellbeing and trust that technology can’t replicate.

Personalize recommendations: Technology is crucial for collecting guest information and logging data like purchase history and preferences to help create personalized guest experiences, but we need humans to have those  in-depth conversations – which can be logged in your software’s note-taking feature – and to interpret this data to tailor experiences accordingly. Based on information gathered, human employees can provide tailored recommendations for activities, dining, and local experiences. This personalized service helps create memorable experiences designed for individual guests’ interests and desires.

Intuit and understand guest needs: Technology is notoriously bad at reading the room – even virtually. Only humans can pick up on subtle cues like body language, tone of voice, and facial expressions to understand a guest’s needs and preferences during real-life interactions. This intuitive understanding allows employees to proactively offer assistance or adjust services in a way that enhances guest comfort and satisfaction, something that rigid algorithms and automated systems struggle to achieve.

Solve problems creatively: Human employees can think on their feet and come up with creative solutions to unexpected issues. For example, if a guest has a special request that is outside the usual scope of services, human staff can brainstorm and implement a tailored solution, ensuring the guest’s needs are met in a way that technology can’t predict or execute. Human beings are also necessary for handling difficult customers and navigating conflict.

Navigate cultural sensitivity and provide a personal touch: Humans can navigate and adapt to cultural differences with sensitivity. They can adjust their interactions based on the cultural background of the guest, ensuring that service is respectful and appropriate. This personal touch makes guests feel seen and appreciated, enhancing the overall experience.

Build relationships: Human employees are essential for building rapport and establishing long-term relationships with guests. It’s the personal connections that lead to repeat business and positive word-of-mouth recommendations. You need technology to remember guests’ names, preferences, and previous visits – but you need people to use that information to build relationships and create a sense of belonging and loyalty. 

Handle complex requests: Guests may have specific or unusual requests that require human judgment and flexibility. For example, arranging a last-minute event, dealing with special dietary requirements, or accommodating unique health needs are tasks that require a human touch to manage effectively and efficiently. Your virtual intake forms can collect a lot of important information but it then takes a human to make the necessary accommodations. 

Deliver high-quality spa treatments: Touchless therapies can be a great option as both standalone treatments and enhancements to touch therapies, most spa and wellness treatments still rely on the skill and intuition of human therapists. Massages, facials, and other hands-on treatments require a level of expertise and personal touch that machines can’t provide. The ability to adjust pressure, technique, and approach based on real-time feedback from the guest is essential for delivering a high-quality and effective treatment.

Create a welcoming atmosphere: Human employees contribute significantly to the overall ambiance and welcoming atmosphere of a hotel or resort. Their presence, warmth, and attentiveness help create a positive first impression and a comfortable environment. This hospitality extends beyond just the physical service to creating an emotional connection with guests, making them feel truly welcome and valued.

As technology evolves, it will undoubtedly bring more innovations to streamline operations and enhance guest services but the empathetic, creative, and intuitive aspects of human interaction remain irreplaceable. Together, technology and human touch create the synergistic effect that makes five star guest journeys.

Spa Executive is published by Book4Time, the leader in guest management, revenue and mobile solutions for the most exclusive spas, hotels, and resorts around the globe. Learn more at book4time.com.

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Some valuable insights and actionable strategies from the “State of the Global Workplace 2024” report that can help improve employee satisfaction and performance in the hospitality sector.

The hotel, spa, and wellness industry thrives on exceptional service, which is directly influenced by the satisfaction and engagement of its employees. As the global workforce faces challenges related to mental health and wellbeing, it’s essential for hospitality businesses to adopt strategies that attract and retain top talent. Here are some valuable insights and actionable strategies from the State of the Global Workplace 2024 report that can help improve employee satisfaction and performance in the hospitality sector.

Addressing employee loneliness

Insight: Twenty percent of employees experience daily loneliness

Strategy: Given the high level of personal interaction in hospitality roles, fostering a supportive and connected work environment is crucial. Regular check-ins and open communication channels can help reduce feelings of isolation. Encouraging a culture of camaraderie and teamwork will not only improve employee morale but also enhance guest satisfaction. That human connection and sense of wellbeing between staff members will extend to the guest.

Supporting younger employees’ wellbeing

Insight: Wellbeing among younger employees dropped in 2023.

Strategy: To attract and retain younger talent, it’s important to offer targeted support programs and career development opportunities. Mentorship programs, continuous training, and clear career progression paths can help younger employees feel valued and motivated. Additionally, offering flexible work arrangements and wellness initiatives can address their specific needs and improve overall satisfaction. Don’t assume that people of all ages are happy with the same things or have the same needs.

Enhancing employee engagement

Insight: Employee engagement is a significant factor in overall life experiences.

Strategy: High levels of engagement correlate with better life experiences and job performance. Implementing recognition programs, providing regular feedback, and creating opportunities for professional growth can boost employee engagement. In the hospitality industry, where customer service is paramount, engaged employees are more likely to provide exceptional service, leading to higher guest satisfaction.

Empowering managers to lead effectively

Insight: Managers account for 70% of the variance in team engagement.

Strategy: Effective management practices are crucial for fostering a positive work environment. Providing managers with training in leadership and communication skills can enhance their ability to engage and motivate their teams. Regular check-ins, clear goal-setting, and constructive feedback can help managers support their staff effectively. In the hospitality sector, where employee morale directly affects guest experience, strong managerial support is essential. And don’t forget to nurture your managers! Managers have more negative daily experiences than non-managers and are more likely to be looking for a new job.

Creating a positive work environment

Insight: Organizations with high levels of employee engagement see better outcomes, including lower absenteeism and higher retention.

Strategy: Implementing best practices from top-performing organizations can lead to higher employee engagement and improved customer service. Regularly recognizing and rewarding employees, providing opportunities for career advancement, and fostering a culture of inclusion and respect can create a positive work environment. In the hospitality industry, where employees are the face of the business, a positive work environment translates to happier guests and better business outcomes.

Promoting work-life balance and mental health

Insight: Support for mental health and work-life balance is crucial for employee satisfaction and performance.

Strategy: Implementing wellness initiatives, offering flexible work schedules, and providing resources for stress management can significantly improve employee wellbeing. Encouraging employees to take regular breaks, promoting a healthy work-life balance, and providing access to mental health resources can help reduce burnout and improve overall job satisfaction. In the demanding hospitality industry, these measures can lead to more resilient and motivated employees. Not burning out your team members is key!

Treat your team as you would like to be treated. Investing in employee satisfaction is not just a moral imperative but also a strategic advantage that drives long-term success in the competitive hospitality market.

Spa Executive is published by Book4Time, the leader in guest management, revenue and mobile solutions for the most exclusive spas, hotels, and resorts around the globe. Learn more at book4time.com.

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The happiness issue: Happy employees are more productive and better for your hotel or resort brand in every way. How can you make your team smile?

Happy workers are more productive. This is a truth supported by scientific evidence. How much more productive? It depends on who you ask, but studies suggest that it’s somewhere between 13% – 35%. 

One study from Oxford University, for example, found that happy employees are 13% more productive than unhappy employees. Happy employees are also more likely to be engaged in their work and to feel a sense of purpose, leading to better focus, concentration, and ultimately productivity. It’s just common sense. People work better when they feel better. 

In hospitality, like any other customer-facing industry where staff interactions with guests are directly tied to revenue, employee happiness is particularly important. Happy team members = happy guests. Disgruntled ones yield different, undesirable, results. 

Human connection + physical and emotional health

So, what makes employees happy? You can probably guess that it’s the same things that make people happy in general, and those things include human connection and physical and emotional health.

A recent survey by Wondr Health underscored the need for these things in the workplace. The findings of the survey of about 500 people around the world are in line with the 85-year Harvard study that affirms the key to happiness and health lies in close relationships.

Wondr Health conducted the survey with its participants just before the new year and asked them to share what brings them the most happiness. Nearly 500 people responded around the globe with the following survey findings:

• Close relationships and human connection, including spending time with family: 30.1%
• Physical and emotional health and well-being: 21.5%
• Engaging in activities that spark joy: 16.8%
• Financial freedom: 12%
• Helping others in need: 11.2%
• Career satisfaction and fulfillment: 7.9%
• Other: 0.6%

Leadership can create a more rewarding work environment by addressing these areas, helping support employee happiness. Let’s talk about how.

How to improve employee happiness in the workplace

Close relationships & human connection: Promote a culture of inclusivity and camaraderie by maintaining open communication, creating welcoming areas where staff can gather, relax, and spend time together, and being a supportive colleague as well as a leader. Team-building activities and social events can be great but should also be optional and include partners and families. Nobody should be made to feel forced to participate. Flexible scheduling and a supportive approach to work-life balance enable employees to spend more quality time with loved ones.

Physical and emotional health & well-being: Encourage your staff to participate in your wellness programs, offering access to fitness facilities and wellness amenities. Discounts or a trade system for treatments and services can also be a fun idea – massage therapists can trade for facials for example. But, again, people should not feel obliged to participate. Busy parents, or single ones, don’t need to feel like they’re failing because they can’t fit workouts and yoga classes into their schedules. Offer mental health resources and support where needed. 

Engaging in activities that spark joy: Creating a work environment that allows for personal expression and fun can significantly boost morale. This could be through allowing staff to engage with customers in a manner that reflects their personalities, organizing creative or leisure activities that are enjoyable, and recognizing and rewarding employees who bring positive energy to their role.

Financial freedom: Competitive wages, tips, bonuses, and opportunities for advancement are essential in providing employees with financial security. Offering financial planning resources and support can also help employees manage their earnings better and feel more secure in their financial situations.

Helping others in need: Many people find satisfaction in altruistic activities. Employers can foster this by coordinating (optional) community service events or partnerships with local charities. This not only helps the community but also builds a positive brand image and deepens the employees’ sense of purpose and fulfillment. Allowing time to volunteer, and encouraging people to do so is also important, as is recognizing people’s efforts when they do good works. 

Career satisfaction & fulfillment: As stated above, hospitality employers should focus on providing clear pathways for career advancement. These should include training and development opportunities. Ensure everyone is aligned with company goals and targets so that everyone feels like they are an integral part of the company’s success. Regular feedback and open communication channels can help employees feel valued and understood, and align their career goals with the organizational objectives.

Overall, enhancing employee happiness isn’t just about short-term boosts to morale but about creating a sustainable and positive work environment over the long term. By focusing on these key areas, companies can cultivate a happier and more motivated workforce, which improves productivity and benefits your entire organization. Investing in employee happiness is not just a moral imperative – it’s also a strategic one.

Spa Executive is published by Book4Time, the leader in guest management, revenue and mobile solutions for the most exclusive spas, hotels, and resorts around the globe. Learn more at book4time.com.

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As much as we like to focus on customer experience and guest experience, employee experience is an equally important element of success in hospitality. Employee experience (EX) distinguishes companies that lead from those that follow. 

Understanding the importance of the employee’s journey with an organization is key. Your employee experience impacts your acquisition and retention, which, of course, has a big impact on your bottom line. It also heavily impacts your guest experience, which is pretty much everything when it comes to your revenue. Unhappy workers don’t make happy customers. These two things are intrinsically linked, forever enmeshed, can’t be separated – you get the point.

What is employee experience? Not to be confused with employee wellbeing.

Employee experience encompasses the entire employee journey with an organization, from recruitment to exit. It includes every interaction and experience an employee has in the workplace, whether with colleagues, work environment, workplace technology.

Employee wellbeing, meanwhile, is one aspect of the full EX that focuses specifically on the physical, mental, and emotional health of employees. 

How much does employee experience matter?

In a 2016 global survey of 281 senior executives, researchers at MIT found that companies that create a great EX outperform their competitors on innovation, customer satisfaction, and profitability. For the sake of the research, EX was made up of two essential factors: work complexity and behavioral norms; specifically collaboration, creativity, and empowerment.

Companies with great EX were found to be more innovative and profitable and to have higher levels of customer satisfaction. 

The researchers concluded that companies that prioritize both digital technologies and leadership behaviors are better equipped to reduce work complexity and create norms around collaboration, creativity, and empowerment. 

The researchers wrote: “This finding has significant implications for who should manage the employee experience, and suggests that the CIO must take a major role. However, technology is clearly not all that is required. Establishing a more facilitative style of leadership will require a broader level of senior management commitment across a range of functions, focusing on activities such as investment in technology solutions, the reevaluation of business rules, risk assessments, and the creation of company-wide processes. As work in the digital age becomes less predictable, leaders who continuously work with employees to identify and eliminate friction points will enhance employee experience and create the fertile ground to build more value.”

More recent research from Officevibe and The Starr Conspiracy backs up these findings. A study found that organizations making high investments in EX see significant returns across business outcomes, including customer satisfaction, employee outlook, recognition, and productivity.

A survey of more than 1,160 business leaders in the U.S. and Canada found that organizations with higher EX investments are 1.5x more likely to have a positive employee outlook in areas like training managers on providing feedback, fostering open communication, and creating feelings of accomplishment and fulfillment in the workplace.

Key takeaways include:

• 62% of high-investment leaders agree EX has a significant impact on business success, compared to 37% of low-investment leaders.
• 54% of high-investing organizations see improvements in customer satisfaction.
• Organizations with high investments are 45% more likely to see improvements in key metrics such as turnover, absenteeism and employee productivity.

How to improve your employee experience

Employee experience takes work and investment. Here are a few steps you can take to improve yours. 

Create a supportive and inclusive work environment: Foster a culture that values diversity, equity, and inclusion. Hotels, resorts, and spas thrive on the rich experiences brought by employees from diverse backgrounds. Celebrate cultural differences, encourage teamwork, and ensure all staff feel respected and valued. 

Provide industry-specific training and advancement opportunities: Offer comprehensive onboarding programs, professional development, and clear career pathways. Employees in the hospitality industry often face unique customer service challenges. Equipping them with advanced conflict resolution, customer engagement, and service excellence skills can boost their confidence and performance. Promoting from within whenever possible motivates employees by showing them a clear path for advancement.

Offer flexible scheduling and work-life balance: It can be difficult with the round-the-clock nature of hotels, resorts, and spas, but offering flexible work schedules, including rotating shifts and accommodating personal time off requests, can help employees balance work and personal lives. This approach can reduce burnout – which we all know can be a big problem – and improve job satisfaction.

Enhance employee well-being programs: Implement wellness initiatives specifically designed for the physical and mental demands of hospitality work. This could include access to on-site fitness facilities, wellness workshops focusing on stress management and resilience, health screenings, and complimentary or discounted services within your spa or wellness center. 

Encourage feedback and foster open communication: Establish regular check-ins and feedback mechanisms where employees can share their insights, concerns, and suggestions without fear of repercussions. Use this feedback to make meaningful changes that improve the working environment. For instance, if employees suggest adjustments to the booking system to manage customer flow better in the spa, taking concrete steps to explore and implement these suggestions can significantly impact employee satisfaction and efficiency.

Increase bookings, customer satisfaction, and revenue

By focusing on these specific strategies, hotels, resorts, and spas can create a more positive and engaging work environment and a better EX, increasing bookings, customer satisfaction, and revenue.

Book4Time can help make your employee experience better! Get in touch to learn how.

Spa Executive is published by Book4Time, the leader in guest management, revenue and mobile solutions for the most exclusive spas, hotels, and resorts around the globe. Learn more at book4time.com.

Image by wayhomestudio on Freepik

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Sal Capizzi, Book4Time’s VP of Marketing, and a former Director of Spa and Wellness at NEXUS Luxury Collection, shares his expert insight into your reader questions. 

Send your queries about managing staff, operations, and anything else you want to know (challenge him!) to scapizzi@spaexecutive.com

Q. Dear Sal, what are some easy ways to show appreciation for my employees without spending a lot of money? 

A. Fabulous question! Times are still tight for a lot of businesses, and you’re probably walking a fine line between managing your P&L and wanting to keep your staff happy so that you can continue growing your business without losing any members of your team.

Here are some great ways that you can show your team appreciation without breaking the bank or upsetting your finance team!

Verbal recognition can go a long way. How many times have you been complimented on a job well done or even your looks (which is also a job well done) and walked away thinking that was really nice of that person to notice my hard work, and it just put you in a better mood for the rest of the day? The same goes for your team! Take a moment during team meetings to individually acknowledge and thank employees for their hard work and contributions. Write personalized thank-you notes expressing your appreciation for specific accomplishments or efforts. Did someone pick up an extra shift? While a client was checking out, did they call out someone’s amazing work? Be sure to communicate all of this to your employees!

Invest in your team within constraints! Most times companies will have an allocated budget for continuing education for their staff. Make sure by the end of the year, every dollar is well spent on your staff that expresses interest in wanting to continue expanding their skillset. Whether it’s required continuing education or a new certification, your staff will appreciate the gesture of not having to come out of their own pocket to invest in their career. You will create longevity on your team if you and your brand continue to invest in your team members.

Focus on WELLNESS! Your team is working just as hard as you are. Treat them to a complementary service at your spa. Let them try a new service that you recently added to the menu. Partner with the General Manager at a local cycling studio to see if you can work out a deal where your team can take a class together during off-peak hours in exchange for the GM getting a treatment at your spa. Get creative with your team-building activities that will ultimately focus on their health, happiness, and wellness!

Spa Executive is published by Book4Time, the leader in guest management, revenue and mobile solutions for the most exclusive spas, hotels, and resorts around the globe. Learn more at book4time.com.

Image by Freepik

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Sal Capizzi, Marketing Director at Book4Time and a former Director of Spa and Wellness at NEXUS Luxury Collection, shares his expert insight into your reader questions. 

Send your queries about managing staff, operations, and anything else you want to know (challenge him!) to scapizzi@spaexecutive.com

Q. Dear Sal,

What small, unique touches can we add onto services and spa treatments that don’t add much extra cost for us – and at no cost to the guest – that can help make the experience stand out and become more memorable? 

A. Hi there, this is a great question especially for a smaller style spa! There are several things you can do at little to no overhead for yourself and no cost to your guests. Start with the basics and look within. If you were to walk into your spa right now how would you want to be greeted? What would you want to smell and how would you want to walk away from your visit?

Let’s start with a warm greeting! Adding personalized or handwritten welcome notes for your guests and having them on the treatment table upon the guests arrival is a great way to express gratitude for their visit and setting a warm tone for their experience. This next one may be common knowledge but it has stood the test of time and little bit goes a long way! Introducing aromatherapy elements in treatment rooms by using essential oils or scented diffusers to create a calming and inviting atmosphere not to mention it will also address some of the concerns your guests are probably coming in for. 

Another way you can get the guests talking is by offering infused waters, herbal teas, or light refreshments in the relaxation area to hydrate and refresh guests before and after their treatments.

Now, I get it… you said low cost. Partner up with your vendors to send you more samples so that you can have guests leave with light goodie bags based on the treatment they received and offer them post service skincare samples. Provide guests with small samples of skincare products used during their treatments, allowing them to extend the spa experience at home (and also enticing them to make an actual retail purchase from your spa in the future.)

Remember, the key is to enhance the guest experience subtly and thoughtfully, creating a lasting impression without imposing significant costs. I hope these suggestions align with your commitment to providing exceptional service! 

Spa Executive is published by Book4Time, the leader in guest management, revenue and mobile solutions for the most exclusive spas, hotels, and resorts around the globe. Learn more at book4time.com.

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The top reasons people quit their jobs across industries are low pay, a lack of advancement opportunities, and feeling disrespected at work. Some innovative solutions for employee retention in hospitality.

Recruitment and retention costs time and money, things nobody can afford to waste. And yet, the hospitality industry just can’t seem to solve this pesky staffing problem.

The good news is that it is improving. According to reports, the US Bureau of Labor Statistics estimates that the levels of turnover in the industry was recently hovering around 73%, which is down from previous shockingly high numbers of above 80%, but still huge. 

Why does employee attrition in hospitality remain high? 

One study found that the top reasons people quit their jobs across industries are low pay, a lack of advancement opportunities, and feeling disrespected at work. This should go without saying but paying people what they’re worth will go a long way towards solving retention problems.

Some more creative ideas for keeping your hospitality talent happy and making them want to stick around for the long term include the following:

Performance based pay

Performance based pay involves a tiered commission structure, motivating employees by increasing their earning potential as they advance. Such a pay structure not only incentivizes team members to improve their skills and client base but also contributes to business growth and saves costs of raises without ROI.

A new practitioner might start at Tier 1 and progress to higher tiers by meeting specific performance thresholds, such as acquiring new certifications or maintaining a high client return rate. This model allows businesses to reward more experienced and skilled practitioners with higher wages, while encouraging newer practitioners to enhance their skills and client lists for higher payouts or bonuses.

Implementing a tiered payout structure has multiple benefits. It increases employee engagement, as practitioners are motivated to excel and achieve the next level. It also helps solve staffing problems by offering a pathway for career advancement and financial improvement. Moreover, it aligns employee goals with business success, creating a win-win situation where dedicated and skilled team members are the driving force behind a thriving business. This approach is particularly effective in building strong teams in the hospitality sector, ready to face future challenges with a skilled and motivated workforce.

Reduce staff burnout with automation & touchless tech

Touchless treatment options can benefit staff directly. Implementing technologies like automated booking systems, self-service check-in kiosks, and AI-driven customer service tools can reduce the administrative burden on staff. This allows them to focus on more fulfilling tasks and reduces the risk of burnout. Offering touchless wellness treatments like light therapy, sound baths, aromatherapy, and more, can alleviate some workload as they can be employed without a therapist, while keeping guests happy and enthralled with new treatment and tech advancements. Training staff in these technologies diversifies their skill set, makes their work more interesting, and reduces the physical demands of the job.

In an interview with Spa Executive magazine, Magaleena Nikolov, then General Manager of Spa, Wellness and Retail at Fairmont Century Plaza, talked about implementing touchless and DIY services at the cutting edge spa. “Creating treatments like biohacking or scrub kits for the amenity space has allowed us to offer guests dynamic and effective experiences that don’t require therapists or additional space,” she said. “In fact, these are treatments or experiences that can often be offered during peak times when perhaps there is not availability for a therapist.”

Regular access to these treatments for staff, meanwhile, can also be a valuable perk that enhances job satisfaction and reduces burnout.

Get creative with employee recognition

There are those who insist that a “thank you” is more important than a raise. It’s not. But that doesn’t mean showing gratitude and appreciation isn’t important. 

Creative employee recognition ideas can be both memorable and effective in boosting morale and increasing employee engagement and job satisfaction. Some examples of unique approaches:

• Personalized appreciation videos: A short, personal video featuring the team or management expressing their appreciation for the employee’s hard work.
• Feature in a company newsletter: Spotlight the employee in the company newsletter. This not only recognizes them but also showcases their contributions to the entire organization.
• Customized Gifts: Personalize gifts according to the employee’s interests.
• Charity donation in their name: Make a donation to a charity chosen by the employee. This shows respect for their values and contributions to the community.
• Special project leadership: Give them the lead on a special project, like a spa menu redesign. This shows trust in their abilities and offers a chance for further professional growth.
• Recognition in a public event: Acknowledge their achievements in a public event or company meeting, highlighting their specific contributions.
• Creative awards or trophies: Design unique awards or trophies that align with the company culture and the employee’s personality.
  

Remember that your employees are your internal guests and you should be focusing as much on their experience as that of your external guests.

Implement these ideas offering a mix of personalization, career development, relaxation, and public recognition, catering to various aspects of an employee’s professional and personal growth, to reduce attrition and keep your teams happy.

Spa Executive is published by Book4Time, the leader in guest management, revenue and mobile solutions for the most exclusive spas, hotels, and resorts around the globe. Learn more at book4time.com.

Image by wayhomestudio on Freepik

The post Innovative solutions for employee retention in hospitality & wellness appeared first on Spa Executive.

Sal Capizzi, Marketing Director at Book4Time and a former Director of Spa and Wellness at NEXUS Luxury Collection, shares his expert insight into your reader questions. Here he talks about how to hire the best spa employees.

Send your queries about managing staff, operations, and anything else you want to know (challenge him!) to scapizzi@spaexecutive.com

Q. Dear Sal,

We have a regular massage customer at our spa who smells terrible. She comes once every two weeks for a massage, is pleasant to deal with, and tips well. But the two therapists she asks for regularly have a bad time because she smells like she doesn’t shower. How can we approach this topic with her without hurting her feelings or driving her away? 

A. Ah, the delicate dance of addressing the aroma in the room—literally! While it might seem like a tricky situation, fear not, because I think I have an idea for you.

First things first, let’s acknowledge the positives. She’s a regular, she’s pleasant, and she’s tipping well – talk about a trifecta of spa-goer excellence! Now, onto the olfactory challenge.

How about we flip the script and turn this into a spa-tacular upgrade for her? Consider crafting a sweet and subtly scented note that expresses how much you value her as a client. You could say something like:

“Dear [Lovely Client],

We hope this note finds you in the pink of relaxation! It’s always such a joy to have you at our spa, and your presence brightens our day. We’ve been brainstorming ways to enhance your massage experience even more, and we’re thrilled to share a few delightful options with you.

We’ve recently introduced a selection of heavenly scented essential oils that can add an extra layer of tranquility to your session. These oils not only elevate your spa journey but also ensure that you leave feeling refreshed and rejuvenated.

We understand that personal preferences vary, and we want to make sure every visit is tailored to your liking. So, we’re excited to offer you the opportunity to customize your massage experience by selecting the scent that resonates most with you. It’s a small change that we believe will make a world of difference.

Thank you for being an incredible part of our spa family, and we can’t wait to continue pampering you with the utmost care.

Warm regards,

[Your Name – as the Spa Director]”

This way, you’re framing it as an enhancement rather than a critique. It’s all about creating a positive atmosphere and making her feel special while subtly addressing the aromatic concern. After all, who wouldn’t want to bask in the sweet scent of success and relaxation? Happy pampering!

This is one way to go about things. Another is, if you have the option on premises, to encourage a relaxing pre-massage shower with gorgeously scented products as part of the experience. 

If there is a deeper hygiene issue that could be putting your practitioner’s health at risk (And you know what I’m talking about.)  You may have to address the hygiene concerns with the client and be prepared to have an explanation as to why it could affect your therapist’s wellbeing during the service or their ability to do the service at an exceptional level. 

I hope this helps!

Sal

Spa Executive is published by Book4Time, the leader in guest management, revenue and mobile solutions for the most exclusive spas, hotels, and resorts around the globe. Learn more at book4time.com.

Image by wayhomestudio on Freepik

The post Dear Sal, I need advice about a customer who smells terrible appeared first on Spa Executive.