Miraval Senior Vice President Susan Santiago is more motivated than ever to push the boundaries of leadership as she stares down the big challenge of bringing Hyatt’s three luxury branded wellness resorts back online after closing due to COVID-19.
“Delivering these transformative experiences in a safe and healing environment is needed now more than ever,” she said. “We’re just completely convinced of that from what we hear from our guests and from our colleagues. So, if anything, it just has me more motivated to stay the course on our journey and focus on healing.”
All three resorts are open again, but healing at Miraval has required some tweaks as some of the very personal treatment programs have been shelved for the near term. For example, its signature Vasudhara water treatment is not currently available.
“When we think about this brand moving forward, we are in the position we need to be in right now,” Santiago said. “And how we think about moving that strategy forward, the inspiration of where that comes from, really comes from listening to our guests – what they need and want to experience, as well as what our colleagues tell us. Our healers at the property level are very in tune to what our guests are experiencing, and how they want to experience the brand moving forward.”
Adjusting to COVID
Miraval has the benefit of having large campuses where teams can react to new demands of travelers wanting to physically spread out activities without losing the meaningful purpose of connection.
The resorts have adjusted some operational processes like enhanced sanitization protocols and contactless check-in.
“But the most important part of this planning is that we do it in a thoughtful and intuitive way to ensure that the guest experiences are top of mind, and that we are delivering on what we know guests need – an opportunity for them to heal,” Santiago said.
Management has temporarily installed plexiglass at the front desk and for aestheticians performing services. PPE such as masks are required, as well. And based on the local jurisdiction, class sizes have been reduced. Some yoga classes of 20 are now capped at eight. Cooking classes for 10 now accommodate just four, according to Santiago.
More programming has been created to focus on emotional well-being and healing. “That was guests are craving,” Santiago added. “We have created more outdoor programming than we’ve ever had before because people want to be outside. We will continue that moving forward.”
Classes where guests are tethered to ropes to climb tall ladders or “walk” through the trees are filling up first and more than ever because they like being more active and connected to nature. Hiking classes have also been very popular, as is paddle boarding or morning meditations on Boga boards in the lake.
From the spa perspective, Miraval has reduced its offering based on the safety and security of both staff and guests.
“We use local guidance to decide which one of those services we’re offering. And then we’ve also implemented safety measures in the spa,” Santiago added. “We’re doing temperature checks upon arrival. Guests and therapists have to wash their hands together at the start of a service.”
On the F&B side, Miraval is doubling down on its philosophy to make sure ingredients are the freshest and most locally sourced. Tables have been separated in restaurants for social distancing and any potential touchpoints like centerpieces have been removed. Not surprisingly, buffets have been removed and all ordering has gone a la carte, according to Santiago.
On the positive side, Miraval has seen an uptick in culinary classes and learning activities. Because the drive-to market is bringing in a lot of first-time guests, classes are being added to ease people into the Miraval lifestyle. While it wouldn’t normally be an offering, a more approachable class on how to cook the perfect steak is now available at the Austin, Texas, property.
Hyatt is also trying incorporate the Miraval ethos into its other hotel brands and has had some initial success in the meetings space. Meditation has been incorporated into the start of some meeting and concludes with a blessing, according to Santiago. “This opportunity is a big focus for us, especially now,” she said. “This has been elevated on our priority list.”