The Acqualina Spa by ESPA

THE BEGINNING OF PARADISE

Enter into the Acqualina Spa by ESPA, a 20,000 square-foot facility featuring state-of-the-art treatment rooms, healing heat and water rituals, an outdoor spa swimming pool, relaxation lounges, and private suites. The calm and therapeutic environment is just a taste of what guests will receive as part of their transformational journey inspired by the authentic European Day Spa experience.

The luxurious pampering begins with The Himalayan Salt Wall in the women’s and men’s relaxation lounges, which contain detoxifying negative ions that naturally purify the air. Himalayan salt contains 84 trace minerals that vibrate in harmony with human cells, improving mood and access to the “ancient wisdom” hidden within. The Experience Shower includes Rain, Tropic, and Side Jet settings all set at a natural temperature to soothe the skin and cool the core.

FEEL THE VIBRATIONS

Exclusive to the American home of ESPA, the Sound Care Massage (80 min, $250) can only be experienced at the Acqualina Spa. The treatment begins with a private therapist consultation and a stress-relieving foot massage as the guest chooses his or her desired Music Therapy session on an Ipad. Once the music is selected, the guest experiences a revitalizing aromatherapy massage set to the chosen Sound Care algorithm. “Guests feel transported and in a total relaxed state of mind, alleviated from any emotional anxieties and physical tensions, a real total transformation,” says Spa Director Catherine Davalle. The spa’s offerings also include other Ayurvedic-infused holistic, restorative and meditative treatments, yoga, and a healthy spa menu.

MARKETING

The Acqualina Spa by ESPA attracts new visitors and repeat guests through its social media platform, showcasing the exquisite spa experience. “We receive a lot of coverage from many writers and bloggers invited by our VP of Communications to experience the spa. We also are very present on social media.” No visit at the beachfront spa is ever the same with new special offerings and ESPA gift with purchase provided every month. As for rebooking, the spa offers incentives for specific treatments to keep guests coming back.

TRAINING

ESPA trainers visit twice a year for a week to refresh the team on services or teach them new treatments. Spa managers also conduct monthly evaluations for specific treatments from therapists. Davalle says, “we have weekly assessments to ensure the Forbes five star standards are well ingrained into each team member.” Forbes Travel Guide has awarded the spa a Five Star Spa rating for eight years in a row due to its impeccable and flawless service providing an exceptional guest experience.

The Acqualina Spa holds pre-shift “Zen time” meetings with all team members to set the tone for the day, discussing standards, daily arrival, specific requests from guests, new procedures, and more. Longer meetings are held quarterly to discuss the greater vision and direction of the spa and celebrate recent celebrations. To motivate the team and boost revenue, “our therapists receive from ESPA one free product each time they sell three products during one shift,” says Davalle.

SPECIAL EVENTS AND PROMOTIONS

In partnership with the spa’s ESPA Account Manager, the Marketing Calendar is created the winter before the year. One of the biggest opportunities is Miami Spa Month happening during the months of July and August, where guests can find the most pampering treatments and services at a discounted price. The beachfront spa also has a strong and longtime partnership with Yogiiza, a fitness company that provides the resort with instructors for all of its fitness classes. Guests can choose from a basic personal training session or a beautiful beachfront yoga flow that awakens the senses.

REVENUE AND RETAIL

Because Aqualine Spa is an ESPA brand, its skincare retail is purely ESPA products. However, the spa also offers guests “a variety of gift ideas, lounging wear, kid’s accessories, sunglasses, sun care, and more. As we are the only boutique located in the hotel, we try to carry everything you might need for a day in the sun at Acqualina Pool and Beach,” explains Davalle. Guests can find an assortment of luxurious brands like Karla Colleto, Oliver Peoples, and Fornasetti that are meticulously chosen by the resort’s Retail Curator.

“The high quality of these products correspond to the desire of our guests,” she says. This is proven in the spa’s 25 percent retail rate, which has been the fruit of many months of training its staff, investing in a more inviting retail space, and finding the right retail curator to understand guests and what they want.

Spa Director Spotlight

Originally from France, Catherine Davalle discovered the world of spas and worked for prestigious spas, such as the Spa at Mandarin Oriental Miami, where she went on to become a Spa Consultant for the Mandarin Oriental Hotel Group Spa Division, the spa at the Biltmore Hotel, and finally Acqualina Spa by ESPA. Catherine is passionate about wellness and luxury and nurturing her team to bring the best spa experiences to her guests.