How to speak every attendee’s pampering language
You may have heard of the five “love languages” sketched out in the 1992 book to help couples express commitment to their mates. The theory is that if you understand how your partner best receives affection—words, time, touch, service or gifts—you can more effectively meet them at their core. Well, what if your attendees are speaking in varying “luxury languages”? If you could tune into their interpretation of caring, would you be able to better satisfy them and meet your goals?
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“Merriam-Webster’s Dictionary” defines luxury as “a condition of abundance or great ease and comfort; an indulgence in something that provides pleasure, satisfaction or ease.” That may be generally true, but in the event setting what that condition looks like might be changing. Pampering may now refer to a more generous amount of “me-time” in an agenda or a choice of relaxation experiences rather than an abundance of bougie gold-plated toilets and caviar—although we would not turn down a spoonful of Beluga with a Veuve Clicquot chaser.
We asked the experts at properties known for their luxurious brand of hospitality how expectations have shifted and what attendees crave when it comes to “pleasure, satisfaction and ease” in 2024.
“Pampering may now refer to a more generous amount of ‘me-time’ in an agenda or a choice of relaxation experiences.”
Let us know if you are seeing these luxe trends in your travels and how you care for your guests by dropping us a line at editor@smartmeetings.com.
The Wellness Fix
An arms race of sorts is under way to offer the most resort-enabled wellness options. Since 2014, when Westin (then part of Starwood) introduced its six pillars of health—sleeping well, eating well, moving well, feeling well, working well and playing well—taking care of mind and body has been increasingly seen as a coveted perk. That same year, MGM Resorts partnered with Dr. Deepak Chopra’s Delos brand to build Stay Well Meetings space at MGM Grand. The designated spaces included enhanced air purification, improved cleaning, circadian lighting and ergonomic furnishings. Stay Well Rooms followed.
InterContinental Hotels Group followed with wellness lifestyle hotel brand EVEN Hotels, which feature hypoallergenic rooms. Hilton launched fitness and wellness hotel brand Tempo by Hilton in 2020 with elevated gym experiences.
Read More: The Convergence of the Events and Wellness Industries: Why Event Planners Should Care
Post-Covid, the push to pump up healthy options in hospitality really took off. So did the overall global wellness economy, which in 2022 was valued at $5.6 trillion, according to the Global Wellness Institute.
In 2023, Caesars Entertainment positioned itself as a leader by launching a wellness menu that includes health-conscious group meal options, classes for tai chi, sound bathing, hiking and even laughter via vetted local experts. Activations such as petting zoos, puppy lounges and goat yoga make integrating movement easy. The menu also features speakers who can talk about everything from mind-body connection to mental health.
“Caesars has long offered innovative wellness options for employees and accommodated clients; it was time to make the services easier to access by packaging it all up in a ‘menu’ that could start a discussion,” in the words of Reina Herschdorfer, director of marketing for national meetings and events with Caesars Entertainment.
She recently hosted a Global Wellness Summit at Caesars Palace for 100 meeting professionals and influencers to demonstrate the power of immersive wellness experiences—and found an enthusiastic audience.
Another hospitality brand going to great lengths to care for attendees is Four Seasons. Its journey began in 1955 with Isadore Sharp’s vision for setting the gold standard for quality, memorable guest experience, service and culture and has raised the bar on spa experiences beyond the treatment room.
“Post-Covid, the push to pump up healthy options in hospitality really took off. So did the overall global wellness economy.”
A recent Women’s Retreat in Costa Rica at The Shala Retreat at Four Seasons Resort Peninsula Papagayo, employed a “wellness ambassador” who led a transformative journey through yoga, coaching and curated experiences. Also in attendance was a certified environmental, social and governance professional to connect the dots on the global implications of everything meeting professionals do.
Many of the activities took place in the otherworldly Wellness Shala (Sanskrit for “house”), a serene new sanctuary with an emphasis on bio-architecture and sustainability, perched in the hills overlooking the resort. The agenda also showcased the property’s Master Practitioner Program, with activity options including e-foiling in Bahai Culebra (a combination of surfing, hydrofoiling and electric propulsion). Walking on Playa Blanca, guided meditations, journaling, breathwork, mandala creating, forest bathing at Palmares and sound healing rounded out the intention-setting activities.
“Our goal is to offer guests an unparalleled opportunity to tune in with nature and culture while nurturing their well-being,” says Arnaud Dieutegard, senior spa director, Four Seasons Resort Peninsula Papagayo.
Jeanine Allpress-Cliffe, account director with Four Seasons developed these retreats in cities such as Napa, California; Lanai, Hawaii; and Punta Mita, Mexico starting in 2021 as a way to connect with customers. “Our properties are located in some of the most beautiful and inspiring places around the world. Curating a meaningful experience that blends ancient wisdom with modern well-being along with luxury service is a natural fit for our hotels. The way we travel is evolving, people are looking for more meaning and connection than ever before. Curated retreats offer opportunities to travel, connect and unite in deeply meaningful and memorable ways.”
Four Seasons properties offer a buffet of retreat options around the world focusing on mind and body as part of its Wellness, Your Way program. Many include ancient wellness rituals and grounding ceremonies.
Smart Tip: For many, opulence means access to a quiet space and time to think, followed by a quick fun run and a healthy, zero-proof meal. Set the stage to let them decide.
Emo Moments
Dopamine and serotonin are universally powerful motivators. Event professionals who can figure out how to elicit these chemical responses hold the key to motivation wherever they meet. Omer Acar, CEO of Raffles Hotels & Resorts and Fairmont Hotels & Resorts, two brands known the world over for elegance and style, says when it comes to the luxury traveler, there is not much difference across continents—they are all looking for value, unparalleled service and exclusive access.
“Our guests desire to be inspired, so true luxury is the ability to deliver an experience beyond what a guest dreamed existed,” he says.
Tapping into the powerful internal forces that produce positive reactions requires meticulous attention to detail in how the external environment is staged. “Luxury today is defined by emotional cues, such as the ability to create desire, in addition to one-of-a-kind experiences that evoke a certain belonging,” as Acar puts it. Luxury is now a reflection of an individual’s tastes and aspirations, but it remains rooted in quality craftsmanship and highly personalized service.
Group guests are looking beyond the walls of the hotel. They are eager to explore a destination and enjoy exclusive experiences. “Our guests want to be inspired,” he continues, “and it’s our job to provide moments of transformation that go beyond the routine of daily life. At Raffles and Fairmont, groups come to us because we are known for creating a seamless event alongside moments of unexpected delight and wonder.”
Aiding and abetting a sense of awe is a key ingredient at Lotte Hotels and Resorts, as well. The Korean-based brand imported sachi (luxury or extravagance) when it opened Lotte New York Palace, Lotte Hotel Seattle and L7 Chicago by Lotte. All of these properties strive to combine modern elegance with high-touch service, ensuring a memorable stay with exceptional dining and extravagant spa experiences.
Lotte Hotel Seattle elevates exhilaration levels with opportunities to experience the beauty of Puget Sound from the water via kayak or whale watching in the Salish Sea, often referred to as America’s Serengeti because of the abundance of marine life. Both promise humbling and moving moments that will not soon be forgotten.
Smart Tip: A sense of discovery is a persuasive thrill that can leave an impression inside and outside the meeting space. Look beyond the ballroom for opportunities to excite.
A Personal Touch
For the global luxury brand Rosewood Hotels & Resorts, each property and guest experience is designed as a bespoke journey, tailored to the place and individual preferences to create authentic, lasting impressions. As Managing Director Edouard Grosmangin says, “Today, luxury isn’t just about opulence and extravagance; groups now prioritize experiences that are immersive and authentic, with many business and leisure travelers seeking out opportunities to engage with local culture.”
Read More: IRF Invitational Went All-in on Incentive Event Personalization
Whether that takes the form of culinary experiences featuring regional cuisine, curated tours or something else, guests want to feel connected to their destination. At Rosewood Sao Paulo in Brazil, a collection of 450 site-specific artworks, all created in partnership with Brazilian artists, immerses visitors in local culture. “Guests feel that they are a part of a living gallery, learning more and more about the richness of their destination around every turn,” Grosmangin says.
At the same time, groups are increasingly mindful of their environmental impact and seek venues that demonstrate eco-conscious practices, from sustainable sourcing of materials to energy-efficient operations. That ethos is reflected in the very materials that make up the resort. Rosewood Sao Paulo was constructed from 100% Brazilian wood and marble, and most of the hotel’s furniture is of locally sourced, upcycled or recycled materials.
To Do: To ensure your group is treated to personalized care, share as much as you can about your event’s dynamics, cultural backgrounds and specific goals as that can inform a more creative approach to everything from meals to adventures.
This article appears in the July/August 2024 issue. You can subscribe to the magazine here.
