Day 2 of ISPA proved to be another motivational and meaningful experience. Today I had the pleasure of listening to Amanda Frasier, Director of Inspections and Ratings from Forbes Travel Guide. Her professional development presentation was entitled “Providing the Ultimate Spa Experience: Insight from the Source of the 5-Star Standards.” The room was packed! And for good reason. What does Forbes consider when rating a spa?

First, some quick international statistics from 2012:

Number of 5-star spas: 30
Number of 5-star hotels: 59
Number of 5-star restaurants: 25

This year was the first year 5-star spas surpassed the number of 5-star restaurants!

Number of 4-star spas: 120
Number of 4-star hotels: 210
Number of 4-star restaurants: 150

Amanda shared key service insights and best practices from the five-star standard as follows:

Departments Inspected
Reservations: 26 standards
Reception services: 27 standards
Public areas and locker rooms: 29 standards
Treatment one (spa): 36 standards
Treatment two (spa or salon): 36 standards

These classifications must work together as one. They consider items such as condition, luxury, execution, manners, thoughtfulness, cleanliness, courtesy, ambiance and convenience among many others. Amanda says it’s not the structure of the spa itself but the personality of the people because consistent, personalized service is crucial to receiving a high rating. The amount of time one spends in the spa doesn’t matter; these standards can be identified in seconds. It’s all about the harmonious quality of service.

Forbes Five-Star Rating Basics

1. Staff appears to be extremely well informed about requirements within their department.

2. The guest’s name is used effectively as a signal of recognition, but discreetly.

3. Staff proactively approaches the guest whenever possible; guests in queue are acknowledged.

4. Staff is extremely well-spoken/eloquent, avoids slang and phrase-fragments.

5. Staff is polite and maintains a gracious tone and appropriate pace throughout the interaction. Should match the ambiance.

6. Staff readily smiles and maintains an enagaging expression.

7. Staff is thoughtful and intuitive demonstrating anticipatory service when appropriate and helpful.

What do you think about these standards? How do these ideas manifest inside your spa?