memBer PersPectives
“Back then, guests were booking a treatment
just because it felt good. Now, you’re seeing
guests who are more educated, demanding
more knowledge and results-driven treatments.”
— erica korPi, spa director, hyatt regency lake tahoe resort – stillwater spa
despite lake tahoe’s reputation for tourism, the hyatt regency
lake tahoe has boosted its popularity among locals in the 2010s.
Korpi has seen other changes in spa-goers since she first
arrived, noting that customers are now more savvy than
they were a decade ago, when customers usually booked a
treatment “just because it felt good,” rather than out of an
understanding of its health benefits. “now, you’re seeing
guests who are more educated, demanding more
knowledge and results-driven treatments,” Korpi says.
Stillwater Spa’s guests are also now more diverse in almost
every measurable way, including gender and social class.
“We see younger millennials investing in themselves at a
young age,” adds Korpi, “and the shift has definitely
affected how we manage our menu offerings.”
as the broader spa industry has evolved towards more
concise, personalized menus during the last decade, Korpi
has simplified her spa’s menu: “when you produce a menu
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