TOWN HALL

PERSONALIZATION DOES NOT HAVE TO MEAN more complexity. That was the central message of ISPA’ s midsummer Town Hall, More Personalization, Less Pressure: A Team-Centric Approach, sponsored by Prevention Disinfectants by Virox Technologies.

Moderated by ISPA Chair Kenneth Ryan, the conversation featured Kristi McLaughlin, director of operations at milk + honey; Linda Higgs, director of spa and wellness at Pier Sixty-Six; and Kelly Gasspari-Fleming, director of spa and wellness at Waldorf Astoria Chicago. Across day spa, resort and luxury hotel settings, the panelists agreed: Guests increasingly expect to be remembered, but effective personalization rests on simple systems, strong communication and empowered employees.

START WITH THE BASICS McLaughlin described milk + honey’ s approach as“ simplified excellence”— standardizing the fundamentals

TOWN HALL RECAP

so team members can focus on genuine connection. Greeting, consultation, service flow and checkout are clearly defined, while providers retain freedom to

personalize their language, recommendations and interactions.

the capacity for personalization.

“ They don’ t have to invent what excellence looks like,” she said. A dependable framework gives employees room to respond naturally.

A memorable touch cannot compensate for a late appointment, inconsistent treatment or confusing check-in. Reliable execution creates

PRO TIP Before adding another amenity, identify the three to five moments every guest should experience consistently.

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