Spa Avania, Xona Resorts Suites Gain Exposure

Ahhh, Spas: One Scottsdale spa destination — Spa Avania — gains national exposure, while another — Xona Resorts Suites — strives for more with marketing efforts

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National Exposure: One of the Best

Spa Avania at Hyatt Regency Scottsdale Resort & Spa has been named by Travel + Leisure Magazine readers, in its 16th Annual World’s Best Awards 2011 Readers’ Survey, as the No. 1 hotel spa in Arizona based on its ambiance, treatments, service and values, as well as ranking 14th overall among hotel spas in the U.S. and Canada.

“We’re absolutely thrilled to be honored, and the people who rated us, more than anything else, have experienced Spa Avania and realized how special a spa it is,” says Angee Smithee, director of Spa Avania. “There are so many spas in the Valley of the Sun and there are so many great ones, but I think that the philosophy that Spa Avania was built upon really makes it special, and those kind of honors … you can’t buy them.”

Spa Avania offers various unique spa treatments, mineral water therapy — a 16,290-gallon outdoor heated mineral pool that helps enhance the immune system, among other benefits — seven different music zones to match specific body rhythms, a range of exotic and classic teas, natural lighting and more.

“The ambiance combines the best elements of indoor-outdoor experiences,” Smithee says. “When you talk about ambiance and treatment, and the service and value, when you put all these elements together, you create an experience, and that’s what makes us unique.”

While Smithee says Spa Avania & Hyatt Regency experienced a great summer by “building up the local market and embracing the Arizona residents,” it’s during the fall and winter seasons when they receive out-of-state visitors.

“You start seeing the east coast travelers from New York and Chicago,” says Ann Lane, senior director of advertising and public relations. “We always have stays from our California neighbors, but you’ll start seeing the East Coast factoring in a lot more. You will also start to see from a group-travel standpoint more incentive travel, more corporate travel, where in the summertime they tend to go to other locales.”

For more information about Spa Avania at Hyatt Regency Scottsdale Resort & Spa, visit scottsdale.hyatt.com or call (480) 444-1234.

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Gaining Exposure: Becoming a Competitor

With the many other resorts in the area, competing can be tough, especially for an independent, boutique hotel. According to Bruce Pittet, general manager of Xona Resorts Suites, a 14-acre Scottsdale hotel resort, this can be considered “a competitive disadvantage in the North Scottsdale marketplace as the majority of the hotels (in the area) have some sort of brand affiliation.”

This is why Xona has joined forces with Ascend Collection and its membership program. The program is an upscale network of historic, boutique or unique hotels located in the U.S., Canada and the Caribbean. Xona is the first Arizona hotel to become a part of the program.

“(The program) was designed specifically for travelers who appreciate an upscale hotel with strong local flair,” Pittet says. “We believe it’s a perfect fit for Xona.”

With more than 13 million members in Choice Privilege network, Pittet says, “Ascend Collection will help Xona increase its visibility and introduce us to a new customer base.”

With this membership, Pittet anticipates Xona increasing the number of guests staying at the hotel in both the short- and long-term, allowing them to broaden their reach and effort in attracting new guests.

The Ascend Collection helps Xona increase its online visibility, too, with the hotel now found on Ascend’s website, which is one of the most visited websites in the hotel industry, Pittet says. Xona also hopes to increase its advertising on Ascend’s various online sales channels.

Xona Resorts Suites has recently undertaken a renovation project, enhancing the technology available, along with other improvements and additions. Xona offers four pools, 7,500 square feet of meeting space, suites ranging from one  to four bedrooms, comfortable pricing, with quick access to championship golf courses, shopping and fine dining.

Scottsdale Living Magazine Fall 2011