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dayspamagazine.com/freeinfo dayspamagazine.com • june 2017 • [ 57 ] Given Miraval's emphasis on expert tuition and unique experiences, guests could almost be forgiven for overlooking its spa. But that would be a mistake: Here, in the sleekly designed indoor- outdoor facility, they'll fi nd an escape within an escape. As with the rest of Miraval, the spa's off erings are extensive— numbering more than 100—and range from traditional to unconventional, from facials to specialty bodywork. Out-of-the-box options include NAGA Thai, a Thai massage during which the therapist stretches the client's body using suspended silks; and Spirit Flight, "a transformational healing ceremony" hosted by Tim Frank, NMD, who incorporates elements of his Native American heritage into the service. Next to the well-stocked spa boutique is a Deborah Lippmann nail salon that provides manicures and pedicures. When it comes to hiring spa staff , "We fi rst and foremost look for highly trained technicians with a wide variety of experience to draw from," says Simon Marxer, corporate director of Miraval Spas. "We strive to create a team that's dedicated to incorporating Miraval's life in balance philosophy into the overall spa experience. As such, we seek out people who are passionate about Miraval's core values and who truly embrace mindfulness and overall health and wellness in their everyday lives." Marketing Miraval During my stay, I encountered a mix of guests: men and women, young and old. Indeed, there's no such thing as a typical Miraval client, but Pratt shares that the majority are women aged 35 to 50, and about 30 percent are repeat guests who "return for the restoration, and unique and transformative experiences." Faced with increasing competition from newer resorts and destination spas, how does Miraval stay ahead of the game? Strategic marketing plays a major role, says Pratt, an industry veteran with 30 years' experience in wellness education and resort management. "We aim to leverage our position as a thought leader and COURTESY MIRAVAL