Rosewood Hotel Group recently appointed its first regional spa director — Maxime Cormier, who is charged with guiding the overall vision for Rosewood’s Sense spas at five properties stretching from western Canada to California and Mexico. Cormier also serves as spa director of the Sense spa at Rosewood Sand Hill in Menlo Park, California, where he is working to place an even stronger focus on Rosewood’s “A Sense of Place” philosophy.
HOTELS asked Cormier about the unique opportunities and challenges of his new position, insights he has gleaned working at spas worldwide and his thoughts about the ongoing impact of the “wellness movement” on hotels.
HOTELS: As a regional spa director, how will you aim to balance offerings that are unique to various properties but also reflect the broader vision of the brand?
Maxime Cormier: Balancing the destination-specific identity of each Sense spa while still providing a very consistent, luxury spa experience is a large area of my focus. I’m working with all Sense spa directors in the western region to find new ways to further innovate our spa experiences and also ensure they are results-driven. We need to ensure our treatments are authentic and unique to the destination so that guests walk away having received both a fantastic spa and cultural experience during their Sense spa visit.
On top of this, luxury travelers are seeking therapeutic treatments, so we need to ensure that we deliver authentic spa experiences that are also effective and results-focused.
HOTELS: What is one new treatment you are especially excited about at any of your properties?
Cormier: Sense spa at Rosewood Cordevalle recently launched a new spa menu with signature treatments that incorporate the natural healing properties of Northern California’s herbs, plants, minerals and fruits, as well as raw honey and grape-seed extract. One of the new treatments that has been particularly popular is the Vineyard Vitality, which includes a nourishing and hydrating scrub and massage treatment with powerful antioxidants naturally occurring in the grape seeds found at nearby wineries. I like this new treatment a lot — it incorporates ingredients indigenous to the area and harnesses the antioxidant-rich grape seed into a very effective treatment.
HOTELS: You have worked in spas in different parts of the world. What commonalities and differences have you observed at spas in various countries?
Cormier: Across the globe, spa-goers are recognizing the inherent health benefits of spas. Whereas before treatments were seen by many to be a luxury, spas are now an integral part of the wellness routines of most of our guests.
The treatments the guests are requesting are also getting more sophisticated — more intricate massages are preferred over the typical Swedish massage, and more destination-specific treatments with local, indigenous ingredients are becoming ever more popular.
HOTELS: If you had to share your biggest key to a hotel operating a profitable spa, what would it be?
Cormier: Understanding the customer is the key to success. At Sense spa in Silicon Valley, our local residents gravitate to more relaxing, results-driven spa experiences whereas our business travelers seek efficient treatments without sacrificing results. For that reason, we are further expanding our menus with new therapeutic massage treatments for guests looking for an indulgent, very relaxing spa experience, as well as new abbreviated treatments — for example instant leg recovery and aromatherapy chair massage — for guests who want to experience the spa but only have 20 or 30 minutes between meetings.
Another example is Sense spa at Rosewood Mayakoba. Guests at the resort are visiting for a leisurely beachside vacation and want an ultra-luxurious and pampering treatment experience at the spa, so we offer a handful of half-day and full-day spa experiences.
HOTELS: Spa and wellness principles have become part of the fabric of many areas of the hotel, from F&B to guestrooms. Why do you think their influence has broadened, and what forms do you expect that influence to take next?
Cormier: Health and wellness has become a larger priority for our guests, and they do not want to sacrifice their health when they travel for business or leisure. As more travelers count their steps and watch their diet, we are creating more innovative wellness programming to bring spa-like elements into their entire hotel stay. This can be anything from the in-room aromatherapy menus that we offer at Las Ventanas al Paraiso, A Rosewood Resort in Los Cabos to the selection of seasonal fresh-pressed juices served for breakfast at Madera, our signature restaurant at Rosewood Sand Hill.
HOTELS: What is one bold prediction you would make regarding the next big trend for hotel spas or how the effect of the “wellness movement” might be seen in hotels?
Cormier: Luxury is being increasingly defined by experiences, so whether it’s a spa or dining experience, guests want to ensure that local and cultural elements are incorporated. I think we’ll continue to see spas bring the local culture and authentic rituals into all areas of the spa. We can also expect to see spa and wellness elements added into other areas of the hotel, including the rooms, restaurants, lobby and pool.
Editor’s note: For more about the latest spa and wellness trends, read the Special Report in the May issue of HOTELS.