BT: Cecilia, you’ve had an impressive career leading and advising spas. What originally drew you to the spa and wellness side of hospitality?
CH: Thirty years ago, the spa industry was just getting started — most wellness leaders came from other fields. I was working with Ritz-Carlton Resorts, whose philosophy wasn’t about running hotels, restaurants, or spas — it was about creating unforgettable memories for both guests and employees. We were empowered to go above and beyond, to wow our guests, and encouraged to keep growing.
That mindset made it easy for me to dream big. Once I mastered the art of leading a team, every time I moved into a new role, all I had to do was learn the product. I started in Food & Beverage, then managed retail, then recreation… and eventually realized that spas have all of that — healthy dining, boutique retail, fitness, family wellness, beauty, and events. Without even knowing it, the universe had been training me for the Director of Spa role all along — robe by robe, towel by towel!
BT: In your blog “Insanely Effective Spa Promo,” you talk about the power of creative, guest-focused marketing. What makes a spa promotion truly effective today?
CH: A great spa promotion never goes out of style — if it solves a real customer problem, it can be reused for decades! One of my favorite examples is the Boca Terry Valentine’s Spa Robe Promo. Every year, gentlemen struggle to find the perfect Valentine’s gift — something thoughtful that doesn’t break the bank. A plain gift card feels like saying, “I had no idea what to get you, but here’s something.” But add creativity, and magic happens.
We offered: Buy a $250 spa gift card and receive a free, luxurious Boca Terry robe beautifully gift-wrapped. Inside the robe’s pocket? The tiny gift card. So, when he shows up with a big, elegant box, she gets both a plush robe and a spa experience to look forward to. He looks like a hero, she feels pampered — win-win!
We even made it drive-thru style. Spa staff greeted guests at their cars, processed the payments, and handed over the wrapped robes like a luxury fast-food service for love. While waiting, men could also join our “White Glove Program,” where a spa concierge would later call their partner to schedule her treatments — turning gift card sales into actual bookings. (Though yes, a few men confessed they planned to split the gift between two ladies… that offer was politely declined!)
The best part? Boca Terry had discontinued the robe style, so I bought them for $15 each — a tiny cost for a huge perceived value (only 6% discount). The promotion became a hit, and I reused it for years across multiple spas. It proved one timeless truth: if you solve a real problem and make people smile, your marketing will always work.
BT: As hotels prepare for the holidays, how can spas elevate the guest experience and create meaningful connections during this busy season?
CH: The magic word is preparation! I like to create a Spa Roadmap for the entire year as soon as the spa yearly budget is approved. I schedule a full-day meeting with the spa leadership team, and together we brainstorm and map out every holiday promotion. We review the numbers — how much revenue we need to generate monthly and daily — and decide exactly how we’ll manage costs.
That roadmap isn’t just a document; it’s printed and kept by everyone’s desk like a spa GPS. We review it weekly (because a plan hidden in a drawer is just a wish list). The GM and marketing team also get copies so they can plan how to support us.
My best advice? Don’t wait for the holidays to sneak up on you — prepare early, plan smart, and the season will feel like a celebration, not a stress test.
BT: Collaboration seems to be a big theme in your work—how important are partnerships (with brands, vendors, or other departments) in executing strong spa campaigns?
CH: When I’m in charge of a spa, I immediately imagine I’m the owner — it might sound a little crazy, but it changes everything! I become fully invested; every dollar in or out matters, and I give it my all as if it were my own business.
Any company can build a beautiful facility, but the heart and soul of a spa is always its people — your team, your guests, and your vendors. The magic happens when you nurture win-win relationships with all three.
Many new leaders overlook how powerful a strong vendor partnership can be. The right collaboration doesn’t just save money — it brings fresh ideas, co-marketing opportunities, and creative campaigns that make everyone shine. In short: treat your vendors like partners, not suppliers, and you’ll both grow together.
BT: Tell us about your partnership with Boca Terry.
CH: Weirdly enough, I’ve never actually met Bruce Cohen — one of the owners of Boca Terry and my main contact — in person! We’ve had countless phone conversations but never a FaceTime or handshake. Yet somehow, we built a great partnership.
These days, people forget the power of a good old-fashioned phone call. You can accomplish so much more by talking than by typing. Emails and texts can be easily misunderstood — a message meant with a smile can sound sassy or harsh on the other end.
Bruce and I have laughed, shared stories, and brainstormed like old friends. We talk about my crazy spa ideas and how we can help each other succeed. Sometimes he has extra inventory he needs to move, and I’m looking for something luxurious but budget-friendly — it’s a win-win. That’s the beauty of genuine connection and creative collaboration, even without ever meeting face-to-face!
BT: As we move into 2026, what trends or shifts in guest expectations should the industry be preparing for?
CH: Every year we see a flood of spa, beauty, and wellness “trend reports,” and while some are fun to read, I take them with a grain of Himalayan salt. Those lists usually appeal to the super spa-savvy crowd — but the majority of guests simply want back to basics, which never goes out of style.
My prediction for 2026? Self-Love. People are realizing they can’t pour from an empty cup. Learning to take care of themselves first — that’s the real trend.
We also need to bring storytelling back into retail. Every product or experience should come with a story that connects emotionally with the guest. Boca Terry, for example, has gorgeous marketing images — like one of a woman wrapped in a velour robe, reading in a sunlit corner. What’s her story? Maybe she just dropped off her kids, drew a warm bath with sea salts and bubbles, and finally carved out two precious hours of “me-time.”
When guests can see themselves in that story, they don’t just buy a robe — they buy that moment of peace. My advice: focus on storytelling, not selling. When guests connect emotionally, they’ll shop differently — and with heart.
BT: What does “wellness” personally mean to you during a season that’s often busy and stressful for hospitality professionals?
CH: Wellness, to me, is all about moderation — and that includes moderation itself! The wellness umbrella is vast, and everyone defines it differently. For me, it means not getting swallowed by work, refusing to glorify being a workaholic, and finding balance without guilt.
Empower your team, don’t hover, and most importantly — trust them. Have that cocktail at the end of the night, laugh a little, and dream a lot, because everything begins with a dream.
Wellness isn’t about perfection; it’s about rhythm. Learn when to lean in and when to let go. Self-educate, read what sparks your curiosity, and remember — you can have it all… just not all at once. Anything that feels like “too much” usually is.
BT: Finally, what are some of your favorite Boca Terry products?
CH: Besides their incredible collection of spa robes in every fabric and color imaginable, I have a soft spot (literally) for the microfiber facial wrap — spa guests love slipping it on before their facials. It’s one of those small touches that instantly elevates the experience.
But my number one Boca Terry item? Hands down — the lounge chair covers! What a brilliant invention. So many spas struggle with stained or tired-looking cushions, and as an operator, there’s not much you can do until the next capital meeting (and those stains are not politely waiting).
The day I discovered Boca Terry’s plush lounge chair covers, it was like a spa miracle. I ordered a full set, and suddenly, my relaxation area looked like a brand-new space. We even bought extras to rotate throughout the day — guests adore them.
There’s nothing like inviting a guest to sink into a perfectly covered chaise, handing them a healthy spa drink and a moisturizing spa cube… and watching their face say, “I’ve officially entered spa heaven.”
Cecilia Hercik – Editor in Chief – Spa Director Diaries – www.SpaDirectorDiaries.com
808.870.4692- C@SpaDirectorDiaries.com