PHOTO: @DANIELLE NOWAK/NOMADIC REVERIE
Five out of six Montage spas are now open again and business has been ‘strong and consistent’
Huey’s priority is to ensure that people ‘look on the positive side of what’s happening right now’
shifting and adjusting. Just last week Dr Bryan Williams, the African American trauma surgeon who treated police officers shot in the protests, featured on a new virtual series ISPA’s launching called Heart of the Matter. He talked about diversity and inclusion in the spa industry and I believe the way we make change is through dialogue and education. When talking about these highly sensitive issues, we have to meet people where they are in their own journey and listen to understand, not just listen only to respond. This is how we effect change.
Are all Montage spas now up and running again? Our decisions to reopen are guided by the laws and guidelines of each state and jurisdiction. We have six spas, five are now open and one remains closed. We’re also excited to be opening two more properties before the end of this year, Montage Healdsburg and Pendry West Hollywood, so we’ll have eight spas in total soon. 12 spabusiness.com issue 3 2020
Our spa operators and therapists are the unsung heroes of the hospitality industry
For those that are open again, how is business? It’s strong and consistent for our spas. We have a loyal and dedicated following of guests who have graciously remained by our side and trusted in our Peace of Mind Commitment to their safety. I think we’ll continue to see strong levels. Now, more than ever, people need a safe and trusted place to heal themselves and we provide that. We’re still offering massages, facials, body services and salon services. Some states have specified that certain treatments cannot be done and in those cases we follow the established guidelines. What strategies does Montage have in place to maintain revenue? Retail is a key. We have to embrace technology and understand that guests want to purchase products online. So, it’s important to have active e-commerce bandwidth and programmes like drop shipping from your resource partners to your guests.
It’s also important to have smart booking procedures to ensure you’re maximising your therapists’ time. We want to reduce any unnecessary open blocks on the books. They represent lost revenue opportunities. Lastly, it’s about refining the guest experience – it’s essential that what happens in the treatment room is exemplary and impactful. That’s when the guests will return.
How is the global spa industry is going to weather the impact of COVID-19? Quite well, I think. The industry is committed to safety first. Safety and consistency are the new markers of luxury. What’s key for businesses that do survive? We as an industry have to remember that we succeed and stumble together. We have to execute consistently on the guidelines that we’ve put in place. If we don’t do that, we break trust with our teams and our guests. That trust is the key business driver. l