by Jill Pawlik | May 4, 2026 | Industry Insight
The word “standards” does not have a great reputation in wellness circles. It carries weight that feels at odds with the industry’s identity, the suggestion of clipboards and inspection rubrics, of measurement imposed from outside onto something that...
by Jill Pawlik | May 4, 2026 | Industry Insight
There’s a version of this story every luxury spa leader knows. A guest books a weekend retreat based on a glowing online review. They’ve seen the curated Instagram feed, read the promise of “transformative wellness experiences,” and paid a...
by Jill Pawlik | Apr 14, 2026 | Industry Insight
You built something exceptional. The design is right. The treatment menu is carefully considered. The brand story is clear — at least on paper. And yet something isn’t landing the way you imagined. Guests are pleasant but not effusive. Reviews are good but not...
