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New Company Creates Groundbreaking Niche for Top Hotels

Luxury Guest Services improves upon the guest experience and creates new revenue stream
with custom in-room services tailored to match your hotel’s brand

Asheville, NC – (September 15, 2009) – Industry veterans announced the creation of Luxury Guest Services (LGS), a new spa and hospitality company dedicated to developing specialized experiences for hotel guests. This Asheville, NC -based company designs customized in-room programming for hotels so their guests can order a luxurious sensory treatment, have it presented in exquisite fashion at their door and then enjoy the benefits in the privacy of their beautiful accommodation. General categories of experiences include guided meditation, motion, pre-sleep rituals, bathing journeys, jet lag recovery, romance and more.

LGS is the brainchild of innovative hospitality leaders with decades of experience in the hospitality industry and branding. The company seeks to fully understand the guest experience ambitions of luxury hoteliers, convert those ambitions into custom turn-key programs, and then execute them in a way that improves the guest experience and strengthens each property’s brand identity. LGS currently has projects in Chicago, Atlanta, Asheville, West Virginia and Bali.

“Our company creates authentic sensory experiences for hoteliers to provide to their guests. These spa-like experiences engage all of the senses and are customized to deeply connect the guest with your brand,” said John Atwood, founding partner of LGS. “In addition to building guest loyalty, these experiences provide an entirely new revenue stream that hoteliers have not previously enjoyed without additional staff or overhead.”

Atwood has been deeply involved in the hospitality and spa market for seven years, holding key roles with industry leading companies such as Universal Companies (the largest broad-spectrum supplier to the spa industry) and WTS International (the largest spa and fitness operator in the western hemisphere). He has also partnered with Ilana Craig and Christina Stratton – owners of Innovative Spa Management and Privai Academy – to execute creation of custom spa treatments for each client. Craig and Stratton are also sought-after spa industry speakers and published authors. 

With this tough economy, Atwood noted, many hoteliers have understandably fallen into defensive strategies. However, with the aid of Luxury Guest Services, innovative hoteliers can set themselves apart from their competitors by offering a distinct experience that exceeds guest expectations and strengthens their market position. To ensure long-term accountability, the company offers its services in exchange for a percentage of the new revenues generated from the customized services. 

Luxury Guest Services works to develop a deep understanding of each client’s property, including key demographics, brand initiatives and goals, and local and regional influences that drive guest activities. With this knowledge, LGS then designs a menu of in-room guest activities that tie into the hotelier’s brand and ambitions. Once the menu is complete, LGS sources products and presentation supplies, writes SOP’s and training materials, selects music, recommends accompanying food items and creates guest guidance protocols. In addition, ongoing training is provided to key staff to ensure outstanding execution and guest experiences are updated to reflect seasonality and maximize the guest value.

For more information about Luxury Guest Services, visit our website at or call John Atwood in his Virginia office at 276-739-7772.


Tammy Petersen
  Luxury Guest Services
  (312) 988-4811


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