but the choice should be rooted in your guest profile, not industry headlines.
Stillness, relaxation and“ zoning” the emotional journey The most passionate moment came when Bemis challenged an industry trend she sees too often.“ What happened to the quiet space?” She described new builds where relaxation areas had“ beds piled on either side” and little sense of refuge. Sturgis called this a failure of intention, tying it back to zoning as a psychological map— how guests transition from public to private, active to still.
Bemis added an operational lens: Someone must actively manage that journey.“ This is why the spa attendant is such an important part of this puzzle … they’ re the ones who move the guest.”
Sturgis agreed, noting that attendants see friction first— and provide the most actionable feedback.
Cruz reinforced that luxury doesn’ t require opulence, but it does require an emotional journey that feels cared for. Not every lounge works for every guest or program; space must match use case.
TOWN HALL RECAP
us, right? They are the ones assisting us in cleaning those devices, in making sure that they are returned to the place it needs to be.”
The operator takeaway: Multipurpose zones work only when guest expectations, staff workflow and reset standards are designed as carefully as the floor plan.
What didn’ t work: Failures that sharpen the model The ISPA Town Hall panel closed with candid lessons from ideas that fell short.
Sturgis shared an early attempt to mimic commercial kitchens by creating a shared treatmentroom“ make table” for supplies.“ Brilliant idea … total fail.” Noise, logistics and cost undermined the treatment-room calm.
Cruz described trying to host buffetstyle food and beverage service in an illsuited spa area. Flow collapsed and congestion followed. The fix wasn’ t redesign— it was partnering with the proper restaurant outlet.
The lesson wasn’ t Don’ t experiment. It was: Experiment with intention, and adjust quickly when the guest journey suffers.
Multipurpose spaces without the mess When the conversation moved on to turning lounges into tech-heavy, multiuse zones, the focus shifted from gadgets to execution.
Sturgis urged spa operators to adopt a testing mindset, piloting in controlled windows, then expanding intentionally:“ Maybe it’ s only certain days or certain times.”
Cruz emphasized training and clear playbooks. Without them, multipurpose spaces feel chaotic. With them, they feel intentional:“ We have our spa attendants to help
What’ s next: Nature, water and purposeful individuality Looking ahead, Bemis pointed to momentum in hydrotherapy and water-based experiences.
Sturgis foresees growing segmentation as technology advances, predicting high-tech spas will serve one audience, and off-grid sanctuaries another.
Cruz closed with a principle that echoed throughout the conversation:“ When space is used intentionally, it becomes more than a room. It becomes a tool that helps us deliver exceptional service every day.” n
PULSE n MARCH / APRIL 2026 14