Your website Sells the Service. Does it Communicate the Experience?

by Jill Pawlik | Oct 19, 2026 | In the Field

A prospective guest visits your website. They find the treatment menu, explore the facilities, review the packages and compare their options. Everything is there. Yet the language could belong to almost any spa or wellness property. Luxury. Relaxation. Rejuvenation....

The Human Element: Bridging the Gap Between Brand & Operations

by Jill Pawlik | Jul 30, 2026 | In the Field, Industry Insight

Why rigid checklists stifle true luxury—and how to empower intuitive service on your property. In modern luxury wellness and boutique hospitality, physical elegance is table stakes. Beautiful architecture, pristine thermal circuits, and meticulously curated amenities...

The Wellness Industry Showed Its Hand. Here’s What I Saw.

by Jill Pawlik | May 23, 2026 | In the Field

Las Vegas is not a city that does anything quietly. So it was fitting that the International SPA Association chose it as the backdrop for what turned out to be one of the most forward-facing conferences the wellness industry has seen in years. I was there in a media...

$22.5 Billion Says the Spa Industry Is Thriving. So Why Are So Many Struggling?

by Jill Pawlik | May 23, 2026 | In the Field, Industry Insight

Twenty-two and a half billion dollars. That’s what the North American spa industry generated in revenue in 2024, according to ISPA’s most recent study. Third consecutive year of growth. Visits up over three percent. Revenue per visit climbing. By every...