By Leah Crump

Every year, Forbes Travel Guide announces its highly anticipated Star Ratings, recognizing the hotels and spas that set the gold standard for luxury and service. Earning a 4- or 5-star rating isn’t just an accolade—it’s the result of meticulous planning, a commitment to excellence, and a guest experience that feels truly seamless.

So first, a big congratulations to the properties that just received their stars! Your hard work shows, and this is a moment worth celebrating.

But let’s talk about what makes a spa feel truly five-star—not just in ratings, but in the way guests remember and rave about their experience long after they leave. Because while beautiful design and high-end treatments are important, luxury is about something deeper: the way a space makes people feel.

I’ve worked with some of the world’s top resorts, and I’ve seen the same common mistakes over and over again—mistakes that keep a spa from reaching its full potential. Here are the three biggest ones and how to fix them.

Mistake #1: A Spa That’s Designed to Impress, But Not to Function

A well-designed spa should be stunning. But here’s where many hotels go wrong: in the pursuit of aesthetics, functionality gets pushed aside.

I’ve walked into breathtaking spas where guests seem confused about where to go next. Where locker rooms feel like an afterthought. Where relaxation lounges look beautiful in photos but aren’t actually comfortable to sit in for more than five minutes.

Some of the most common design flaws?

•   Locker rooms that are too small or awkwardly laid out, making it difficult for guests to relax and transition into their spa experience.
•   Treatment rooms placed in high-traffic areas, where outside noise disrupts what should be a serene experience.
•   Poor guest flow, where guests find themselves doubling back or wandering, rather than feeling effortlessly guided through the space.

A luxury spa shouldn’t just look good—it should feel intuitive.

The Fix: Prioritize flow and functionality before getting lost in the design details. Think about the guest’s journey from the moment they step inside to the moment they leave. If there’s friction at any point—whether it’s confusion over where to go or feeling rushed between spaces—it’s time to rethink the layout.

Mistake #2: Overlooking the Power of Sensory Design

A spa should be a full sensory experience, yet too many are designed with only visual appeal in mind. Lighting, sound, scent, and temperature all play a role in shaping a guest’s emotional response.

Here’s where things often go wrong:

•   Lighting that’s too harsh or too dim. I’ve seen relaxation lounges that feel like doctor’s offices and treatment rooms so dark that guests can barely find their robes. Neither is ideal.
•   Inconsistent or overpowering scents. A spa should have a signature scent that feels subtle and intentional—not a mix of eucalyptus in one hallway and lavender in another.
•   Sound that disrupts relaxation. Whether it’s music that doesn’t fit the ambiance or noise bleeding in from outside areas, sound is a critical part of creating a five-star atmosphere.

The Fix: Curate every sensory detail. The best spas are designed so that the moment a guest walks in, their body starts to relax. That means a consistent, subtle scent that sets the mood. Lighting that shifts based on the guest’s journey—brighter in social spaces, softer in treatment rooms. And sound that enhances the environment rather than competing with it.

Mistake #3: Focusing on Technical Skills Over True Hospitality

A spa can have a flawless design and the best treatments available, but if the service doesn’t match the setting, it won’t feel truly luxury.

One of the biggest missteps I see is hotels hiring highly skilled therapists and front desk staff but not training them in five-star hospitality.

Some common service pitfalls?

•   A check-in process that feels transactional instead of warm and welcoming.
•   Therapists who are technically strong but don’t personalize the experience, making treatments feel routine rather than special.
•   Staff members who point guests in a direction rather than guiding them.

True five-star service is about anticipating needs before they’re expressed. It’s about small, thoughtful details that make a guest feel cared for at every moment of their visit.

The Fix: Invest in luxury hospitality training across every level of the spa team. A seamless guest experience isn’t just about what’s being offered—it’s about how it’s being delivered. From the front desk to the therapists to the attendants, every touchpoint should feel intuitive, effortless, and personal.

What This Means for Your Spa

A five-star spa experience isn’t about one big thing—it’s about the details that come together to create something extraordinary.

So if your spa just earned a Forbes Star, this is the perfect time to fine-tune the experience and ask:

•   Does the guest flow feel effortless, or are there areas that create friction?
•   Are we engaging all five senses in a way that enhances relaxation?
•   Does our service match the luxury of our space and offerings?

If you want to refine your spa strategy, I’d love to help. Whether it’s improving design flow, elevating service standards, or fine-tuning the guest experience, I specialize in creating luxury spa environments that guests can’t wait to return to.

📩 DM me “LUXE” or reach out via my website, and let’s make sure your spa isn’t just highly rated—but unforgettable.

And One More Thing—Congratulations Again!

If your spa just earned a Forbes Travel Guide Star, this is a moment worth celebrating. You’ve put in the work, and it shows. Now, let’s ensure your guest experience is just as flawless as your rating.

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