We interviewed Alfredo Gonzalez, director of spa at Spa at JW at JW Marriott Orlando Bonnet Creek Resort & Spa (FL) to learn more about the spa, which opened in 2020 and is the first Spa by JW in the world to receive the Forbes 4-Star accreditation.
Tell us a little bit about the spa’s design?
The spa embodies the essence of refined tranquility, a modern sanctuary where elegance meets serenity. Soft tan walls and rich hardwood floors create a warm and sophisticated foundation, while subtle green accents evoke the harmony of nature. Lanterns gently light the pathways, guiding guests toward private treatment suites designed for complete relaxation. Every element has been carefully curated to promote peace and create a mindful escape, allowing guests to rise above the noise of the outside world. The ambiance is enhanced by beautiful mosaic-inspired artworks reminiscent of flowing waves, a harmonious mix of artistry and calm that defines a truly holistic experience.
Please describe the treatment rooms.
Our massage treatment rooms each have their own distinctive character, with variations in size and layout that create a sense of intimacy and individuality. Every space has been meticulously curated to foster calm, balance, and rejuvenation. Each room is equipped with state-of-the-art Living Earth Craft electric treatment tables. These tables feature the industry’s lowest true-measure height range, offering effortless accessibility for therapists and an unparalleled level of relaxation for guests. Smooth, whisper-quiet height adjustments allow treatments to flow seamlessly, ensuring that every gesture and touch is delivered with precision and grace. The atmosphere in each room has been carefully composed to engage the senses. Soft, ambient lighting creates a gentle golden glow that soothes the mind and quiets the body. A subtle infusion of essential oils from Tara Spa lingers in the air, while tranquil background music (inspired by the rhythm of nature) enhances the sense of serenity. Warm neutral tones and natural textures of wood, linen, and stone create a cocoon of calm. Every element, from the plush linens to the hand-selected décor, reflects an attention to detail designed to elevate the guest experience. Here, the outside world gently fades away, allowing guests to surrender fully to the moment and emerge renewed, balanced, and restored.
What makes the spa unique and sets it apart from other spas in the area?
What truly sets our spa apart is its seamless blend of contemporary elegance and holistic serenity, a sanctuary where modern design meets timeless wellness. Every element has been curated to foster a sense of polished tranquility, from the soft, natural palette and bespoke furnishings to the gentle illumination that guides guests through the space. Our treatments are elevated by a deep commitment to personalization. Each experience is thoughtfully tailored to the individual, integrating advanced techniques, natural ingredients, and intuitive care to restore balance to body, mind, and spirit. The ambience encourages stillness, allowing guests to disconnect from the outside world and reconnect with their inner harmony.
We also distinguish ourselves through our dedication to craftsmanship and quality. High-end elements, organic aromatherapy blends, and artfully designed relaxation areas reflect our pursuit of excellence at every touchpoint. Our amenities include a co-ed relaxation lounge; men's and women's locker rooms with spa toiletries, aromatherapy showers, a dry sauna, a steam rooms; experiential rain showers; and a crushed ice fountain with iced towels; and a hydro-thermal circuit.
How would you describe your typical clientele? Where do most of your clients hail from?
Our clientele reflects a discerning and well-traveled audience who values wellness as both an indulgence and a necessity. Many of our guests are professionals traveling as groups for conventions, leisure travelers, and families, as well as wellness enthusiasts seeking a serene escape from the demands of daily life. They come to us not only for the quality of our treatments, but for the sense of calm and renewal that defines our spa experience.
A significant portion of our clients are visitors and resort guests, drawn by our reputation for personalized service and refined tranquility. We also welcome a loyal local community who regard the spa as their private retreat—a place to restore balance, recharge, and reconnect with themselves. Whether they arrive from nearby or from across the globe, our guests share a common appreciation for mindful luxury, authenticity, and holistic wellbeing. Each visit is an opportunity for them to pause, breathe, and immerse themselves in an environment where every detail is designed to nurture the senses and soothe the spirit.
How are you marketing the spa to your hotel guests?
Guests are introduced to the spa through a variety of thoughtful touchpoints. Elegant digital and printed collateral, accessible via in-room screens and QR codes, highlights our signature treatments and provides full access to the spa menu. Personalized recommendations from our concierge and front desk team, along with curated pre-arrival communications, inspire anticipation and encourage wellness-focused planning. Our digital platforms, including iPoolside, also feature exclusive spa content, making it effortless for guests to discover and reserve their treatments.
While our focus remains on delivering elevated service rather than frequent discounts, we extend a special weekday offer for local guests as a gesture of appreciation for their continued support, providing them the opportunity to enjoy the spa’s serenity during quieter times. Additionally, we offer Welcome Wellness Rituals, complimentary enhancements with select treatments, and exclusive spa access packages through ResortPass.
Each seasonal promotion is crafted with intention, harmonizing with the natural rhythms of the year and the holistic philosophy of the spa. Many treatments incorporate elements and herbs sourced directly from our own JW Garden, enriching the guest experience with authenticity and a sense of place. Ultimately, our marketing philosophy is rooted in storytelling and emotion, inviting guests not simply to book a treatment, but to embark on a restorative journey that complements the beauty and tranquility of their stay.
Can you tell me a little bit about the creation of the menu?
Our spa menu is inspired by the JW concept and designed around four signature Benefit States: Calm, Balance, Nourish, and Renew, each tailored to meet the individual needs of our guests. Treatments offer a mindful journey that restores the body, mind, and spirit, whether for relaxation, rejuvenation, or escape from travel fatigue.
Many of our offerings are inspired by the local environment, incorporating herbs and botanicals from the JW Garden, such as rosemary and basil, to create an authentic sense of place. This thoughtful integration of location, luxury, and personalized care makes each experience distinctive and deeply restorative.
Did you take any green initiatives when creating the spa and menu?
Sustainability and environmental responsibility were central to the creation of our spa, menu, and product selection. From the design of the space to the treatments we offer, every decision reflects a commitment to minimizing our ecological footprint. We partner with brands that incorporate natural ingredients supporting ecosystems. Spa products are carefully chosen for their natural, non-toxic formulations, cruelty-free practices, and environmentally responsible packaging. Even our operational practices prioritize energy efficiency, water conservation, and waste reduction wherever possible. By integrating these green initiatives, we aim to provide guests with a luxury spa experience that is not only restorative for the body and mind but also mindful of the planet, a holistic approach that honors both wellness and sustainability.
What are most spa-goers looking for when they visit your spa?
Most spa-goers are drawn to treatments that blend luxury and innovation, emphasizing high-tech wellness experiences such as hydrothermal circuits, compression therapy, and advanced skin-tech facials. The main motivators are technology-driven rejuvenation and holistic wellness journeys.
Some of the signature trends and modalities we offer include:
- Skin-Tech Facials: HydraFacial, Dermaplane Pro, LED, and Microcurrent treatments that deliver instant radiance and rejuvenation for all skin types.
- Recovery & Body-Tech: Compression boots, percussion therapy, and hydrothermal circuits designed to relieve tension, enhance circulation, and support post-travel or athletic recovery.
- Hydrothermal & Wellness Circuits: Immersive hot-and-cold experiences featuring steam rooms, saunas, experiential showers, cooling towels, and mists to detoxify and refresh.
- Multi-Sensory Wellness Experiences: Touchless treatments such as the Wellsystem waterbed massage, integrating light, sound, and aromatherapy, along with sound baths and mindfulness lounges that merge technology with deep relaxation for full sensory immersion.
What treatments are a harder sell? How do you promote them?
Certain treatments tend to be a harder sell, usually because guests are less familiar with them or perceive less immediate benefit. By educating guests, packaging strategically, and emphasizing innovation and exclusivity, we can turn curiosity into repeat bookings.
- Specialized or unfamiliar modalities
- Examples: hydrothermal circuits, touchless experiences (like the Wellsystem), or energy-based sessions (such as sound baths).
- Why: Guests may not understand the benefits or may hesitate to try something new compared to the comfort of a traditional massage or facial.
- Add-on or enhancement services
- Examples: LED light therapy, microcurrent, or scalp treatments.
- Why: Guests often skip these due to budget limits or because they don’t see immediate value.
- Longer-duration treatments or wellness journeys
- Why: Resort guests may prefer shorter services that fit around their vacation schedule rather than multi-hour commitments.
- Detox or “therapeutic” body wraps/scrubs
- Why: These can feel less indulgent or results-driven than facials and massages unless positioned well.
The most effective ways to promote these treatments include:
- Offering mini-intros or complimentary demos, such as a 10-minute Wellsystem session or LED add-on preview, allowing guests to personally experience the benefits.
- Bundling with popular treatments, for example, pairing a HydraFacial with the Wellsystem or combining a body scrub with Hydrothermal Circuit access to create appealing, results-driven packages.
- Empowering staff to recommend with confidence, ensuring the front desk and therapists clearly communicate the value, e.g., “Our Wellsystem session helps relieve jet lag and enhances your massage results.” Personal recommendations build trust and boost conversions.
- Positioning these services as exclusive and innovative, promoting them as signature JW wellness technologies or spa innovations unavailable elsewhere. Use inviting language such as “touchless relaxation,” “cutting-edge recovery,” or “multi-sensory immersion” to spark curiosity and desire.
What product lines do you carry at the spa, and why did you select them?
Our spa features a curated selection of premium brands, including Doctor Babor, Eminence Organic Skin Care, Pure Fiji, Tara Aromatherapy, CauseMedic, On-The-Green, Yoga Balm, and HydraFacial, among others. Each was chosen for its high-performance, natural, and ethically sourced ingredients, combining effective results with luxurious care. Our core brands are Dr. Babor for skincare and Tara Spa for body. These products support personalized, transformative treatments while reflecting our commitment to sustainability, wellness, and mindful indulgence, and they are consistent to all JW Spas.
What sort of retail offerings do you offer?
We offer a selected range of luxury skincare, wellness, and beauty products that complement our spa treatments. This includes professional-grade skincare, aromatherapy, bath and body items, and wellness tools for at-home use. We select products based on quality, effectiveness, and alignment with our wellness philosophy. Everything we offer is designed to enhance the spa experience and support guests’ wellbeing at home.
Our team recommends products naturally during treatments and offers personalized guidance. Guests can try samples, enjoy demonstrations, and explore curated sets. We focus on making it helpful and inspiring rather than just a purchase.
Are you offering any sort of spa cuisine or healthy dining options?
While we do not serve full meals within the spa, we offer a carefully curated selection of complimentary refreshments designed to enhance your wellness journey. Guests can savor our signature homemade Tranquility Mix, energy balls, fresh seasonal apples, an assortment of fine teas, infused waters, and seasonal elixirs, each thoughtfully crafted by our culinary team. Many ingredients are sourced from the JW garden, lending each creation a distinctive, natural, and authentic touch.
What do you find your biggest challenge to be, and how do you meet that challenge?
One of the biggest challenges in the luxury spa industry is maintaining consistently exceptional service while meeting ever-evolving guest expectations. Guests today seek highly personalized, transformative experiences, and each team member must deliver excellence with empathy, mindfulness, and precision. I meet this challenge by focusing on training, team engagement, and clear standards. I invest in developing my staff’s skills, fostering a culture of ownership and attention to detail, and encouraging open communication so that everyone is aligned with our brand promise. Additionally, I stay close to guest feedback, adapting and innovating our offerings to ensure that every experience feels unique, seamless, and memorable.
What plans do you have for the future?
Looking ahead, we’re focused on enhancing the guest experience through technology like touchless check-ins and personalized digital consultations. We’re also expanding our team with skilled therapists trained in new trends, including recovery lounges and advanced wellness therapies. Our goal is to keep offering luxurious, mindful, and truly transformative experiences for every guest.