TABLE OF CONTENTS
SEPTEMBER / OCTOBER2026
VOLUME 36 n ISSUE 6
14 FREITAG’ S FACTS FIFA World Cup Delivered Strong Hotel Performance
BY JAN FREITAG
16 Understanding WELLZoomers The Market Segment That Will Soon Rock the Wellness World
BY KEVIN KELLY AND PETER YESAWICH, PH. D.
20 SPA FINANCIAL STRATEGIES How Do I Turn More Revenue into Profit?
BY IBANESSA SOTO
36 Artificial Intelligence AI, Behind the Scenes
PRESS RELEASES: Making Headlines
28 Hungry Like the Wolf Punching Up Your Public Relations Outreach to Land Earned Media Exposure
BY DARLENE FISKE
32 Pitch Perfect 7 Ways to Make Your Spa’ s Media Outreach Clearer, Stronger and Easier to Cover
33 Beyond the Press Release 10 Press Relations Strategies Innovative Spas Can Use to Earn Attention
48 The Male Spa Guest, Reconsidered
PART ONE From Permission to Relevance
BY MICHAEL BRUGGEMAN
PULSE n SEPTEMBER / OCTOBER 2026 6