Spa Branding Hits the Luxury Hotel Market

Planners say that spa availability is an increasingly important factor in hotel site selection. Now, two hotel companies, Wyndham International and Fairmont Hotels and Resorts, are banking on the appeal of a spa brand—separate from the hotel—to build name recognition. Wyndham’s Golden Door is a well-known spa name, while Fairmont is starting from scratch with Willow Stream. Both spa brands are characterized by big, luxurious facilities equipped for state-of-the-art fitness and pampering.