2022 CONFERENCE

taking this time to question everything that has to do with going back to the way things were . It ’ s a really interesting moment that we can either feel overwhelmed by or extremely energized by . I ’ m personally going to choose the latter , and I hope anyone reading this does the same .”

P : You ’ re also leading a Knowledge Builder Session on digital persuasion at Conference , and you mentioned changes to the way we communicate . How have those changes impacted marketing efforts ? K : Prior to the pandemic , the “ live your best life , go big or go home , rise and grind , hustle culture ” vibe did very well online . Over the last few years , the language that attracted people was very “ give everyone grace and space ,” almost giving everyone permission to be a less vibrant version of themselves . There was definitely more of a softening of language . What ’ s interesting is now what we ’ re seeing is that there is new messaging , a new vibe that is attracting people . Brands aren ’ t telling people who to be , and they aren ’ t telling you what to do , they ’ re asking ,“ How are you feeling ?” They ’ re checking in with you . They ’ re asking who you ’ ve decided to be as [ part of ] this shift from brands instructing to brands inquiring . The spa industry is uniquely positioned to capitalize on that messaging . I don ’ t think it needs to be a definitive unique value proposition but more just checking in , [ saying ],“ I ’ m here for you . How are you feeling ? Who do you want to be ?” They don ’ t have to have the answers , [ consumers ] just seem to feel receptive to asking those questions .

We haven ’ t had potential and the future in our thinking for so long . We ’ ve been on Team Wait . Well , now it ’ s Team Run and Team Create . We ’ re creating our new reality , creating our new future , creating this new messaging , creating these opportunities , and hospitality — wellness , travel , spa — are what the world needs now more than they ever have . n

MAY / JUNE 2022 • PULSE 19