Category: Interview

An interview with Mr. John Reed, Chief Operating Officer of SANGHA Retreat
by OCTAVE Institute

SANGHA Retreat by OCTAVE Institute is the only retreat offering personal awakening through ancient Chinese practices and the discovery of quantum science, with a focus on raising consciousness. It’s a comprehensive platform that offers a rich variety of wellness programs and modalities for guests to explore and experience in a relaxed approach. At the end, guests not only acquire a healthier physical and mental state, but also a deeper understanding of life. 

Mr. John Reed was appointed as the Chief Operating Officer of SANGHA Retreat in October 2019, and is in charge of the resort’s business performance, developing a sales-driven culture throughout the organization and leading the OCTAVE Institute team to the next level. Reed has more than 35 years of experience in the hospitality industry in the U.S., Australia, Thailand, Myanmar, Bali and Bhutan. He has worked at many renowned hospitality organizations and has deep knowledge and understanding of the markets in South Asia and Indochina, especially Bhutan where he spent a significant part of his career building the AMAN brand. Born in the U.S., Reed graduated from Cornell University in 1990 with a Bachelor of Science in Hospitality Management. SpaChina has invited him for an interview to unveil the mystery of Sangha.

Could you give us a description of Sangha Resort and the concept behind it? How important do you think are concepts for resorts?

The Sangha Retreat is located on Yangcheng Lake, literally right on the Lake. We have various hospitality components on the property. We have 60 lakeview suites and one lakeview penthouse suite, 80 service apartments, and 8 luxurious villas that range in size from four bedrooms up to seven bedrooms. And we have something called “fellow travelers”, which is a smaller room type that is much more for our learning programs and MICE offerings. In addition to that, we have 100 villas for sale that range in size from four bedrooms up to seven bedrooms.

Regarding our concept, Sangha goes back to take in some of the greatest wisdoms and philosophy of the East and of China such as TCM and Dao, and combine them with Western medicine. We’ve brought that into a very comprehensive clinic where we offer a range of modalities and programs including gut management, men’s health, women’s health, heart check and so on. We complement that with an amazing spa which features a great hydrothermal circuit for many different saunas and steam rooms, plus a salt cave, a kneipp path, a cold plunge pool. So we combine all of these elements into a well-being platform that addresses what we call the six living habits — breathing, sleeping, eating, movement, thinking and awareness. We also offer a lot of complementary programs to give guests a beautiful enriching experience and build up their overall program. It means when you come in, it’s not about to overwhelm you with a wellness program or medical program, but you can really choose what you like in terms of the program, or almost no program, and then build up one with the complementary programs on offer and pick different treatments that are there. The doctors address any issues you may have on a functional basis. They are looking at the root cause of that problem, not necessarily the problem itself or the environment itself. So people want to come in, take a relaxed approach and explore what we have and appreciate it as well.

I think in terms of closing the gap with the market, it’s truly about offering programs where people may not necessarily understand the issue, but once they see the concepts and offerings, they are attracted. They say: That’s interesting. Maybe it does help me. Or I just simply want to try this program. So to introduce these concepts to draw people in and allow people to begin this journey of wellbeing is very critical.

Many hotels outsource their spas. Are they making a mistake by doing so? Would it be better in terms of the overall value of the brand to take on the risk and the responsibility of running the spa yourself?

I think it’s dependent on the brand because it truly can become a part of your brand message. There’s no question that if you outsource it, you do lose control to some extent. It really does go down to the brand messaging philosophy.

Talking beyond Sangha, I believe the profit margins on the spa is typically very high. When I look at some of the properties that I’ve managed in the past, we started a project with 20 or 30% of our revenues coming from the spa. It’s surely a critical part of the business.

How do you see the modern interactive experience affecting the guest experience, or affecting the marketing promotion approach of Sangha?

5G is taking customer engagement and experience to a new horizon. It changes the way we connect with our audience by multimedia content through the various interactive social channels, and provide personalized experience for the in-house guests. We have just restructured our WeChat accounts to enable our audience to receive much more targeted and joint branded messages across the key product pillars. The design of our brand engagement experience has been made 5G-ready, such as enhanced graphic illustrations of our programs and offers, next-level gamification of promotional messages, and short video and GIF insertion in the articles. On the in-house experience front, 5G is going to enable our guests in Sangha interaction to be more comprehensive and brand immersive at the outdoor areas of the campus. We have a number of sites in Sangha which have been created with some specific mindful, spiritual, Zen, and environmental beliefs behind them. In the near future through our Sangha App, guests will be able to explore and connect themselves with these stories for their own self-discovery journeys.

What new technologies is Sangha using in its current operations?

We have a strong focus on innovation in all areas of our business and we are always searching for anything that helps give our guests and consumers a better experience and a better result. However, more specifically we use a range of innovative technologies within our clinic that provide noninvasive wellness assessments, leveraging the most advanced science. An example of this is the TimeWaver. TimeWaver applies the theory of quantum physics to the energy field of life information. As humans, we communicate and optimize the energy of life and spirit through the information field as energy acts on matter including of course us humans. TimeWaver uses this information from the human body and information field to give a comprehensive test and to provide an assessment of overall health. It then gives suggestions for better conditioning of the immune and nervous system and so that hormone levels are operating at the best state; It helps optimize the information field of the users personal and living environment to achieve the optimal balance and harmony, as well as the numerous fitness functions to further improve health and provide more possibilities for recovery.

Last year and this year, most guests are from mainland China. What is their profile?

We have a broad range of guests from varying backgrounds, ages and socio-economic standing who visit Sangha, generally with one major aspiration in common; how to live the best life. Historically the major segment for the Wellbeing consumer has been a more mature segment 35 to 60 years old, but we are now seeing a younger demographic with am increasing number of millennial guests.

So, we have a bespoke experience with guests having a comprehensive range of personal assessments so that we can have a full understanding of their needs, desires and preferences which all go into their confidential profile. This allows us to recommend and prescribe the optimal journey for guests. This along with personal information is stored securely within our software systems. Obviously, the handling of data is very sensitive especially personal health information and we work to the highest international compliance standards, aligned to how an international hospital would be expected to operate.

When guests come, to what extent do you just let them do what they want to do, or to what extent do you guide them to the right direction?

I think when it comes to wellbeing, it’s important to make an introduction of the different aspects of wellbeing. What programs are on offer? Why is this important for you? Otherwise there will be a general level of ignorance in a negative way. Our guests simply need to look at the products that are being presented here and be given an understanding. Of course, we don’t want anything to be too regimented. But it’s very important as well to have a couple of appointment services and programs scheduled into the day and then allow them for other opportunities to explore, to add on for upselling additional revenue opportunities. So we do have a balance. We’re not stressing out our customers.

But at the same time, if you want to have a guest to reap results, you do need to truly guide them, encourage them and coach them along on that journey. Then when they leave, they do feel the difference. They can see a difference in their body, mind, or skin, whatever it may be. So they can say: It really happens.

An interview with Mr. Jack Widagdo, General Manager of Six Senses Qing Cheng Mountain

Renowned for its unique wellness philosophy, Six Senses Hotels, Resorts and Spas aims to help guests reconnect with themselves, others and nature, and achieve mental, physical, spiritual and emotional wellbeing, by merging two platforms: wellness and sustainability. The first and currently only Six Senses property in China – Six Senses Qingcheng Mountain, is located at the gateway to the Taoist mountain Qing Cheng Mountain, a destination of pure nature and healing energy.

In order to understand more of the wellness philosophy of Qing Cheng Mountain, SpaChina interviewed Jack Widagdo, the General Manager of Six Senses Qing Cheng Mountain. Jack has 22 years of hospitality experience, working with renowned hotels across Asia-Pacific. He is currently on his fourth assignment in China. He has held positions in 13 destinations in five countries, including several Four Seasons properties in Thailand; Capella in Singapore and Jimbaran, Bali; and most recently, the two Alila resorts in Zhejiang, China. Jack counts both his native Bali and Sydney, where he was educated, as home. He now promotes wellness and sustainability through local & crafted experiences within the Six Senses Qing Cheng Mountain resort.

Six Senses is well known for its wellness concept. Could you tell us more about Six Senses and about the philosophy and how that philosophy translates into revenue?

Six Senses, including our operating spa, are scattered in 13 different locations around the globe. Six senses Qingcheng Mountain in China is about 45 minutes from downtown, which makes it very convenient for all different markets and clientele.

Six Senses not just preaching wellness, but we also have sustainability locked into our wellness philosophy. For us, we believe it is not only being healthy, but also being happy, being well. And for different guests that means different needs. Since last year, we have seen the changes in trends and in guests’ needs. So how does that translate to revenue generation? We constantly evolve and with COVID-19, we had to evolve in our activities and in our guest experience programs. We have focused a lot more on the children since last year. If I highlight the philosophy of Six Senses, it is to help our guests reconnect with themselves, with people around them, their loved ones and with mother nature. Now through our children’s programs, for example, we want to inspire them to be able to recycle and retrieve for use. They go home with being knowledgeable. There is also a modern approach in what we do in terms of outdoor body movement in our organic farm. Does that translate into a lot of cash? Not yet, but we see the changing needs. We have a changing view. Also we can continue to learn from the market.

What do you think is the right approach to consumers in the resorts in the spa market? To what extent are you actively guiding or simply passively meeting the requirements of guests? Which way would you like to go?

We look for a balance. Our clientele features a very broad range, so we obviously cannot regiment programs. But we look for ways. For example, when they check in at the front desk, we will certainly ask them: “How much time do you have here?” Most of the guests might have three nights’ stay. They don’t have a lot of time. They may also have their own preset itinerary, such as to visit the Tao mountain, to take some rides or walks around. So it really depends. However, one thing that we do recommend to our guests is, before they do the spa, instead of choosing oils, we get them to make their own oil. This is all about reconnection. We have DIY classes in the spa where you learn how to make essential oils. Then you use it throughout the treatment. So for many of our guests, the experience comes alive. We don’t just let you come to the spa to fall asleep, it’s actually alive.

How do you see the modern interactive experience affecting the guest experience in China?

Our long-term goal has always been: Improving how we stay connected with our guests, to drive our vision of reconnection better now than ever before. Last year for example, we ramped up our WeChat Official Account with various news from the property. It is a mixture of sustainability articles, Wellness & Spa offerings, Fun & Quirky spotlights, and Hosts Profile storylines: including mine last month. We also introduce various Hosts-to-Guests interactive programs via WeChat, where the same Hosts will target and follow up on specific guests from start to post-completion of their stay. This has proven very successful and not only Online Reviews help but their direct feedback to management via such a channel immediately gets my management team’s attention. The feeling of being important (from the guests’ perspective) and our mutual feeling of being in better control of the guests at every touch point during their stay (from our perspective). WeChat (Video) Channel + Little Red Book are another 2 popular channels that we are currently exploring to bring in video content and real guest stay experience to the joy to other future guests as a way of show / tell / research.

How do you manage the guests’ profile, in order to provide better wellness service and follow up?

Six Senses places Wellness and Sustainability at the heart of our brand by understanding that each guest requires personalized crafted experiences. Safety is key to wellness and we need to know more about each guest to provide Out of the Ordinary experiences matching their needs. On arrival at the gate, we require guests to scan at least 2 QR codes + a computerized body-temperature check. Only GREEN is allowed entry if proven, so via a code validator (so it is no longer a manual check). At check in, we further require Disclaimer Form for guests to abide based on their recent travel patterns & body conditions. We assign the Target Host to follow ups on the well-being of the guests throughout their stay, the same Host is for guests ease of communication for anything that they need throughout stay including recommending a reconnecting session with nature and others through classes of Qing Cheng Tai Chi, Culture Talk, Mushroom Talk, Happy Farm Tour and various DIY Classes for both adults and younger guests at Earth Lab, Grow with Six Senses (our Kids Club) and Six Senses Spa’s Alchemy Bar. 

What new technologies is Six Senses using in its current operations?

In 2021, as with other Six Senses properties globally, we are introducing our own App via a pairing code when guests arrive. The App takes it to the next level including statistical reports, complaint escalation, delay in speed etc. It allows guests to book various products and programs including Spa Treatment, In Villa Dining etc. The app allows the guest to have direct connection with our hosts to request anything at any time with the GM & Management Team on alert with Live updates from the convenience of their phone.

What is the development plan of Six Senses for the near future? At present, we have one Six Senses property in China. Obviously after COVID-19, we are seeing a lot more developments coming faster. We want to develop Six Senses in other parts of China. The population is so big in China. Chinese people are well-traveled, but now you’re not able to travel abroad. So there is an urge to have more resorts and hotels. In the children’s market, for example, when resorts don’t have enough rooms, customers go to city hotels. So we must ensure that we can meet the requirements as this trend will continue.