Archive for Author: Miranda Calatrello
12 Days of Christmas: Services

December 7, 2021 | no comments | ISM News | by: Miranda Calatrello

In the spirit of the holidays, We are gifting you 12 days of tips, services, and products to help ring in the holidays with beautiful and healthy skin.

For the last four days, check out our favorite services from our spas.

Customized Facial

The classic European-style facial is completely customized for you, based on your needs. Combining skin-type-specific cleansing and toning, exfoliation, deep-pore cleansing extractions, a customized treatment mask, and hydration for full rejuvenation of the skin.


This luxurious facial treatment deeply cleanses, exfoliates, extracts, and hydrates the skin utilizing super serums filled with antioxidants, peptides, and hyaluronic acid. Highly effective and recommended for those craving a fresh face.

Custom Massage

This personalized massage is created exclusively for you. Tell us about your wellness goals and areas of preference, then unwind with a customized experience.

Face Massage

The technique involves stimulating pressure points on the face, neck, and shoulders. ... Facial massage helps promote healthy skin while relaxing your facial muscles. It has a relaxing and rejuvenating effect, helping you look and feel better.

Find our four days of tips and four days of products.

12 Days of Christmas: Products

| no comments | ISM News | by: Miranda Calatrello

In the spirit of the holidays, We are gifting you 12 days of tips, services, and products to help ring in the holidays with beautiful and healthy skin.

For the second four days, check out our favorite products from Privai.

Aqua Gel Masque

This ultra-hydrating gel masque combines Chamomile Flower, Azulene, and healing Green Tea to soothe, calm, instantly illuminate, and deliver a burst of hydration. Perfect for situations that cause parched skin desperate for hydration and renewal; like after a day in the sun, or post-peel. Shop Now.

Antioxidant Repair

An antioxidant-rich formula that helps prevent premature signs of aging and protect against multiple environmental aggressors by fortifying the cellular reconstruction of the skin. Shop Now.

Clarifying Face & Body Oil

This healing face and body oil hydrates and clarifies skin for a smoother-looking complexion and a radiant glow come morning. Shop Now.

Matte Moisturizer

This oil-free moisturizer delivers essential vitamins A, C, and E and contains natural antibacterial properties from Sage to soothe irritation and repair blemishes. Grapefruit Peel helps to clarify the complexion. The lightweight, non-greasy cream absorbs instantly to moisturize the skin without shine. Shop Now.

Find our four days of services and four days of tips.

12 days of Christmas: Tips

| no comments | ISM News | by: Miranda Calatrello

In the spirit of the holidays, We are gifting you 12 days of tips, services, and products to help ring in the holidays with beautiful and healthy skin.

For the first four days, check out our tips.

Clean Your Makeup Brushes Regularly

To fight infection and clogged pores, we recommend washing concealer and foundation brushes once a week. For brushes you use around your eyes, we recommend twice per month, and for any other brushes, once a month is fine.

Wear Sunscreen

We need to protect our skin even when we're driving a car, flying in an airplane, or running errands. It's the daily UV exposure that contributes to the visible signs of aging." Choose a broad-spectrum sunscreen with a SPF of 30 or greater — and remember that it needs to be reapplied every 2 hours. We highly recommend Super Goop.

Limit Skincare Products

Layering on multiple skincare products all at once can be harsh on the skin, resulting in more breakouts and clogged pores. Limit your daily skincare routine to a cleanser, toner, moisturizer, and SPF.

Hydrate Inside & Out

A lack of water means less radiance and more sag. We suggest choosing products (cleansing, moisturizing, and anti-aging) that have hydrating formulas. And, of course, drink around eight glasses of water a day. Check out Privai’s hydrating products.

Find our four days of products and four days of services.

Experiencing Burnout?

December 1, 2021 | no comments | ISM News | by: Miranda Calatrello

ISM Shares How to Reset

The holidays are always packed with parties, activities, errands, and work. But when your calendar is filled to the brim, you often forget to put self-care on the schedule. Take these tips and bring them into the new year to help you feel refreshed and rejuvenated.

Build a Ritual

Building or keeping rituals during the busiest time of the year is crucial to maintaining a sense of control in your life. The key to keeping a routine during the holidays is building in smaller blocks of rituals that will allow you to better handle an unpredictable schedule. Pinpoint what part of your day you have the most control over and set your rituals for that time. Typically your mornings and evenings are where you have the most control. Whether it’s waking up earlier to get a workout in or read a few pages before you get ready for the day, or putting your phone away at night and spending quality time with your loved ones; a built out routine will help you feel centered.

Know Your Schedule Ahead of Time

Knowing your schedule ahead of time will help you get through the busy season without feeling the crash and burn. It’s easy to see why it’s important to include time for self-care during the hustle and bustle of the holiday season, but the trick is to schedule it before you’re in the thick of it. Knowing when you’re working, when you have an event, and when you have time for yourself will help you prioritize anything else that may come up during the holidays.

Put Yourself on the Calendar & Don’t Be Afraid to Say No

With the holidays, it’s easy to say yes to every event that pops up. But, it’s okay to say no and take time to schedule in you time. Whether it’s meditation, going to a new workout class, or simply staying home in your PJs, it’s important that you prioritize your self-care. Taking the time to schedule in meditation or a favorite activity like gymnastics on an empty day before someone asks to fill that time slot reminds me that my self-care is a priority too. 


We hope you remember to prioritize yourself and your time.

Give Thanks This Thanksgiving

November 3, 2021 | no comments | ISM News | by: Miranda Calatrello

Three Ways to Show Appreciation for Your Guests

The relationships we create with our guests are priceless. As we emerge into this ‘next normal’ of Spa, we all have a lot of blessings to count. At the top of our list are the many loyal clients who have continued to sustain relationships and visits at their favorite wellness facilities.  

Thanksgiving season allows us the perfect opportunity to show appreciation to this clientele and ensure strong bonds into the new year.  Some of our favorite ways to show gratitude include:

  1. Gift a Sample Product to Your Legacy Clients

There’s nothing more special than honoring your most loyal clients. By giving them the gift of self-care during this busy season with an at-home spa experience, they can take time for themselves, while being reminded of the many benefits of in-house treatments and services. Looking for the perfect products to share? We recommend: Mini Privai Oil Set, Privai Lip Balm, or Privai Hand Lotion.

  1. Send a Heartfelt Message via Email to Your Loyal Client Database
    A note of gratitude goes a long way, too! Send your client database a reminder message to let them know just how much you appreciate them. While not necessary, if you’re able to include an added-value perk, it is icing on the cake. Looking for ideas on what to say? Try a message like this:

“This Thanksgiving and always, we are so grateful for our guests. Thank you for your support of [INSERT SPA NAME] -- we are so excited to see you again, soon! In the meantime, use the discount code THANKSGIVING2021 as a small token of our appreciation when you book your next service or treatment.” 

  1. Promote Your Referral Card
    As a wellness professional, there’s nothing more flattering than being referred to your guests’ friends and family. To pay the favor forward, consider offering an incentive discount to those who have brought you referrals. Even if this isn’t an option, a simple thank you note to your client advocates is the perfect way to express your appreciation.


Why It Matters
Genuine appreciation not only makes us feel better, but it also strengthens the client-service provider relationship. According to Knack, over 75% percent of people who received a message or token of gratitude felt appreciated and valued. Regardless of how you communicate your thanks, remember there is always value in reminding your clients how much they mean to you.

The season of gratitude is our favorite at ISM because it’s a perfect time to reflect on the past year and do more to show that we appreciate our clients, wellness providers, and facility partnerships.

Wellness Real Estate Market

October 22, 2021 | no comments | ISM News | by: Miranda Calatrello

Global Wellness research reveals sector grew 22% during pandemic year, while overall construction projects shrank -2.5%

New research on the wellness real estate market from the Global Wellness Institute was released at the at their inaugural Wellness Real Estate & Communities Symposium September 28. The report, “Wellness Real Estate: Looking Beyond COVID-19,” shows the global market for wellness real estate grew 22 percent on average annually from 2017 to 2020, expanding from $148 billion in 2017 to $225 billion in 2019 to $275 billion in 2020. Wellness residential projects skyrocketed in those three short years, from 740 in 2017 to over 2,300 today (built, partially built, or in development).

According to the report, the market surged in the two years before the pandemic (2017-2019): Wellness real estate grew 23% each year compared with 5.4% growth for construction overall (and this disconnect remained true for every global region). The new research also makes it clear the pandemic further fueled the shift in the real estate and construction industries toward wellness: from 2019-2020, wellness real estate continued to grow by over 22%, even as overall construction shrank by -2.5%.

“Just three years ago, wellness real estate was a concept not well understood by consumers, builders, developers, or investors, but we predicted demand would soon hit like a tsunami. That moment has arrived,” said Ophelia Yeung, GWI senior research fellow. “The pandemic has driven the idea of ‘building for human health’ into the mainstream consumer consciousness, and the recent market growth far exceeded our predictions, as well as general economic growth trends.”

GWI defines wellness real estate as the construction of residential and commercial/institutional properties (including office, hospital, mixed-use/multifamily, medical, and leisure) that incorporate intentional wellness elements in their design, materials, and building, as well as their amenities, services and/or programming. 

It’s Budget Season

October 13, 2021 | no comments | ISM News | by: Miranda Calatrello

Four Ways to Diversify & Increase Revenue in Your Spa

Fall is in full swing, and while others are enjoying pumpkin patches and the seasonal joys of autumn, it’s time for our Spa Managers and Hotel Partners to begin their yearly budget building to ensure a solid fourth quarter finish for 2021 and a bright start to 2022.

In the spirit of “sharing is caring”, ISM is pleased to share four simple ways you can maximize your spa bookings and guest satisfaction as we close out the year strong.

1: Convenient Booking During Busy Times

In the blink of an eye, we will all be setting the Thanksgiving table and purchasing presents for the holiday season. To ensure guests don’t need to take the extra step to call and schedule a spa services or much needed R&R, it’s important your facility is utilizing a convenient online menu and scheduling service. According to recent studies presented by Salon Today, only 54% of spa and salon bookings occur during normal business hours. Make time to audit your online presence and  ensure booking options are clearly marked on both the mobile and desktop versions of your website with a clear call to action and explanation on how to book a service. Especially as we round the corner to the holidays, a seasonal pop-up with booking options on your landing page will captivate a host of potential guests.

2: Continue the Experience at Home

Stepping inside the spa for a much-needed reset is only one part of the equation. When clients step outside and re-enter the chaos of their daily lives, it’s important to ensure they are equipped with the tools and products to achieve relaxation and restoration from the comfort of their own homes. Educating guests on products pre- or post- treatment will help your brand live longer in the eyes (and hearts) of your clients.  Spas in the ISM portfolio find great success in supporting product education by our service professionals, resulting in point of sale and recurring revenue to  increase the bottom line.

3: Return the Favor

Gratitude goes a long way. There’s nothing like giving back to your loyal clients. From gift card incentives to referral rewards, your existing clients are sure to appreciate the extra kudos. Place a special emphasis on the local client base to re-emphasize your presence within the community through additional goodwill marketing. Our spa partners at R+R Wellness located inside the Grand Hyatt in Nashville established a unique loyalty program, Locals Love. It’s a loyalty program created exclusively for the locals of Nashville and surrounding areas. “Every month we create a different offering, to keep it fresh, from value-adds to product swag bags and even a discount on services,” says Robyn Peacock, R+R Wellness Spa Director. Robyn goes on to say, “Locals are our bread-and-butter, they are there when the Hotel groups aren't. The relationships you build are incredible. Call them by name when they arrive, know their slipper & robe size without asking, ask how the family is doing or remember a big occasion in their life; those little things go a long way and they feel like a VIP.”

As the holiday season draws closer, this is the perfect time to highlight gift card purchases and incentives for those buying for multiple friends and family members. With digital gift cards on the rise as the preference for millennials, now is the perfect time to research broadening your offerings.

4: Tend to Your Network 

Whether it’s a partnered night collaborating with nearby women’s health and wellness vendors or a local chamber of commerce network, there’s something to be said about having a support system of like-minded businesses. As you spend the next few months gearing up for 2022, now is the time to budget in a chamber of commerce membership, BBB accreditation, or a BNI chapter membership. The investment in local word-of-mouth exposure is even more effective than paid ads, resulting in five times more sales. 

Gearing Up For the New Year

From sprucing up your holiday gift card promotions to highlighting online booking, prioritizing process refinement and guest engagement is a great way to round out the year. At ISM, we’re here to ensure your success and journey alongside you every step of the way. By following these four simple steps, you can finish the last quarter of the year with happier clients, increased appointment bookings, and more well-rounded operations. Talk about a great way to ring in 2022!

True Wellness Routines

September 7, 2021 | no comments | ISM News | by: Miranda Calatrello

ISM Spa Team Members Reveal Tried & True Wellness Routines

August is National Wellness Month, which means now is the perfect time to focus on taking care of yourself physically, mentally, and emotionally. Whether that means setting a new skincare routine, trying out morning meditation, or signing up for a new group fitness class, it’s important to make time for yourself. 

In this month’s blog, we are pulling back the hospitality curtain to reveal two of our ISM Spa team member’s wellness routines.

Meet Felicia D., our team’s newest leader, managing the Poseidon Spa at Grand Bohemian Hotel Mountain Brook. Felicia makes time for wellness in both her morning and evening routines. When Felicia first developed her facial routine, she did it to combat her Eczema. Eczema (also called atopic dermatitis) is a condition that causes your skin to become dry, red, itchy and bumpy and eczema affects approximately 7.3% of adults.

With daily skincare habits in place, she has been able to reduce dry spots, while evening out her skin tone. Felicia states, she “loves the way her skin feels and the natural glow that follows her routine regimen”  and that it “has brought about a new found confidence in both [her] skin and overall persona.”

Felicia’s Skincare Routine:

Felicia begins by cleaning her face and neck then goes in using her AHA/BHA Rosewater toner. Once she has allowed her face to dry, she adds a few drops of Vitamin C serum in circular upward motions. She then finished up with her CocoShea Revitalizing Cream.

Skincare Routine

Meet Tiana G., a Licensed Massage Therapist at Mountain Brook Poseidon Spa. Tiana’s wellness routine centers around her mental health. Her wellness routine consists of a few different activities, all focused on mindfulness practices.

For starters, Tiana is a firm believer in having someone to confide in. Talking through difficult stressors has been a huge help in her wellness journey, allowing her to release anxieties while staying grounded. Applying this mindset professionally, Tiana believes massage therapy provides her clients with an outlet when they need it.

In addition to talk therapy, Tiana enjoys journaling on a daily basis. The benefits of journaling are endless for mental health. It helps reduce stress, improve immune function, keeps memory sharp, boosts your mood, and strengthens emotional functions. Tiana journals to remember important things from the day or new mantras to keep her positive.

While down time is a strategy to Tiana’s self-care routine, staying active is a wellness routine she participates in weekly. Tiana states, “the physical strength allotted when working out allows [her] to push through when [she] does not feel at her best,” providing an outlet to increase her overall mental strength.

The final wellness practice Tiana leverages is providing wellness services through her career as a Massage Therapist. She finds massage therapy not only lowers her stress levels, but also decreases anxiety for both her and her clients. Serving as a licensed massage therapist can help decrease your own stress and anxiety by knowing you are helping others.  As an added benefit, it allows you to release muscle tension as well.

Tiana declares, “developing a wellness routine has really helped [her] stay grounded in her daily life and encourages others to seek out their self-care journey this month as well.

If you do not already have a wellness routine in place, we hope this insight into our ISM Spa team’s wellness routines have encouraged you to take a deep look at your daily practices. Here at ISM Spa, we believe  taking care of yourself allows you to show up not only in your career, but in your commitment to continuous improvement.

Avoid the Seasonal Fall Slump

August 31, 2021 | no comments | ISM News | by: Miranda Calatrello

Mention Autumn and many people conjure up images of beautiful foliage, comfy sweaters and all the pumpkin spice products on the market.  However, for many, the reality is Fall brings about a mad dash to get back into the busy professional-meets-parenting schedule as children return to school. While this new season can mean a slump in appointments at your spa as less people make time to vacation, there are ways to avoid declines and even serve guests in new ways.   

As we all rush into this next phase of life and return back to the routines we’ve missed, it is so important to remind your clients to prioritize their health and self-care in the coming Fall months. Think of a change in seasons as an opportunity for your clients to make a recommitment to their wellbeing.   As the school routines settle and back-to-office pans out, guests will have their first moment of silence to rest, relax, and restore from the past 18 months of constant change. 

There’s real science to back this art of “resetting” when there is a change of seasons. In his book When, Dan Pink talks about opportunities for fresh starts, or temporal landmarks as he calls them. They include:

  • The first day of a month
  • Mondays
  • Your birthday
  • A new job
  • The first day of school
  • And of course, the first day of a new season - Fall, Winter, Spring or Summer may all serve as a temporal landmark for change.

No doubt this is one of the reasons we originated the practice of Resolutions on New Year’s Day—a new year, a new you. A fresh start.  But why wait until January when Fall can be the fresh start we all need! 

Here are three practical ways to position your spa business to serve guests as they reset routines and help your Team navigate the coming changes:

1. Anticipate the change.

Instead of planning for a dip in sales typical of the Fall months, embrace the season. With Black Friday and the holiday season quickly approaching, create a promotion that incentivizes bookings for specials that matter most to your customer base. From pre-holiday service sales to gift card bundles for proactive present purchasers, now is the perfect opportunity to set yourself up for success for the rest of the year. This is also a great opportunity to invest in your highest-return amenities and craft a signature spa package that you can use seasonally for years to come.

2. Be intentional about promotions and programming. 

While thoughtful campaigns resonate with your clientele, nothing is more off-putting than a knee-jerk Fall promotional.  Do your most loyal clients come in the morning after dropping off their children at the local elementary school or do they enjoy an end-of-day service after a high-energy workout? With just a little research, value-driven content for a well-positioned promotion will go the distance for your business this Fall. 

Also be sure to stay in the know about relevant wellness trends and research to serve as the subject matter expert for your guests and team members.  For instance, nearly 20% of American adults have noted a decline in their mental well-being according to a 2020 American Psychological Association Study. What better way is there to promote holistic wellness than with a stress-reducing and mood boosting treatment at your spa?

3. Don’t ignore a key audience. 

Who are you missing? The beauty of the wellness industry is its inclusivity. Do your local teachers need a little TLC? Are your school bus drivers and crossing guards receiving the recognition they deserve? Can you entice a local pumpkin spice latte enthusiast with a themed facial? From gift cards to a unique seasonal service, there’s always room to grow your client base with intentional outreach.

Take these three practical ways to avoid the seasonal Fall slump and utilize them to position your spa as you enter the fourth quarter. As R+R Wellness Spa Director Robyn Peacock stated, “We’re so thankful for the resiliency of our spas and wellness centers and the high standard of care they’ve continually provided. As we emerge into a new season, it’s up to us to future-proof our operations and create space to welcome in a new era of the health and wellness industry.” 

Looking for more info about ISM and how we can enhance and elevate your business? Contact us today!

How To Capture Hotel Guests

July 30, 2021 | no comments | ISM News | by: Miranda Calatrello

Summer travel is back, and busier than ever this season. As we all know, capturing the attention of those tourists & travelers and persuading them into the spa isn’t always an easy task. Here are our top 3 suggestions on how to successfully capture and convert those summer transient hotel guests into spa guests. 

1. Create a Referral Program

One of the most tried and true partnership opportunities we’ve found? INCENTIVES. 

Work with your hotel to implement an employee referral program where the more business an employee refers, the better benefits that employee will receive. For example, for every 10 spa guests that an employee refers to the spa, that employee will receive a complimentary massage. 

If your spa isn’t serving guests within a hotel, no worries! You can implement a similar incentive-based partnership with the  local hotels near your spa’s location. 

Implementing a referral program during peak travel season is a great way to capture those transient hotel guests and build relationships with hotel partners  that will last well beyond the season. 

2. Place Spa Signage at Check-In 

Did you know that nearly 76% of consumers said they had entered a store or business they had never visited before based simply on its signs? That’s why we always recommend spas place signage and marketing materials at, or near, its hotel check-in location. 

When designing your signage, we recommend  using high quality imagery with on-brand, clean & crisp messaging. Your spa signs shouldn’t be too copy-heavy or distracting or else you may lose the interest of those hotel guests that are checking in.  Remember the “one chance to make first impression” rule applies here. 

Signage can make or break your ability to get the attention of hotel guests and convert them into spa revenue.  But don’t just take our word for it - another survey found that roughly 60% of businesses reported that changing the design or enhancing the visibility of their signage had a positive impact on sales, number of transactions and profits.

3.Integrate Into Your Hotel’s Pre-Arrival Email 

Not every hotel guest automatically thinks about a potential spa experience when booking their stay, so it’s extremely important to have the spa highlighted somewhere in your hotel’s confirmation email or pre-arrival email to plant the seed early. 

In fact, The U.S. Travel Association found that 82% of Americans travel to relax/reduce stress - what better way to reduce stress than spending some time at the spa?! 

Similar to placing signage at check-in, linking  your spa’s website or reservation platform within the hotel’s pre-arrival email creates awareness for travelers that a spa is available on the hotel property and booking a spa experience in advance is highly recommended.  Anticipating guest’s needs will set the spa apart from the competition. 

We know implementing tactics to successfully translate hotel guests into spa guests can be difficult. If you’d like additional guidance or to learn more about ISM and how we can enhance and elevate your business, please contact us!