The Founders Inn and Spa in Virginia Beach launched its $5-million Flowering Almond Spa in 2006 to diversify its revenue stream. “An essential component in packaging spa amenities with hotel rooms is having a spa system and hotel PMS that share the same database so all transactions and scheduling are seamless,” says Cynthia Moncrief-Lape, the spa's director.

The hotel and the spa use the Maestro System, which has Hotel Front Office PMS, Spa Scheduling and other modules on the same platform. “We offer spa discounts to hotel guests who are not on packages, and Maestro lets us verify room numbers and post charges directly to each guest's folio for more accurate billing and accounting without having to ask the guest for detailed verification,” says Cynthia.

“A second advantage in using a single system is that guests can make spa appointments when they book their room. It's a simple procedure with one database. As long as a hotel staff member has password authority they can access a client's account to schedule treatments or check appointments. Often, hotel guests using the spa don't bring their wallets or purses to the therapy rooms, so having access to their folios from our reception terminal is very useful,” Cynthia explains.

“Guests expect true southern hospitality, and we rely on technology to support our service, without their ever knowing. This way, we can focus on our guests because the system shoulders the administrative burden.”

Today, the property hosts guests ranging from leisure visitors seeking a romantic getaway to business people who enjoy being pampered after a demanding meeting in the conference center. The full-service inn, operated by Benchmark Hospitality, has earned a reputation for high-tech meeting options, beautiful spa facilities and personalized service based on invisible technology.

“Our demographic is unique because the spa pulls approximately 70 percent of its clients from groups of business and leisure guests,” says Cynthia. “We also attract a good number of 40-something clientele from the surrounding Virginia Beach area.”

The spa features an expansive natural-light conservatory with splashing water, an aquatic center and six treatment rooms. “We cater to conference attendees who want personalized massage therapy to help work out the kinks,” she says. The spa's Caviar Facial is an especially popular skin-refreshing treatment, and the therapists are nationally certified and licensed by the state.

Most operators drive incremental revenues with packages that bundle spa treatments and multi-night hotel stays, but with Maestro PMS, The Founders Inn has raised the practice to an art form.