July 27, 2012 at 4:05 PM ET
Guests at an upscale hotel in downtown Austin, Texas, can now check out with a face that’s less saggy, splotched and wrinkled.
On Monday, a dermatology and cosmetic surgery practice with several branches outside the city will open one in town, on the main floor of the Four Seasons Residences Austin, which is on the same property as the Four Seasons Hotel Austin.
“It’s a major convenience,” said Lorley Musiol, director of the Four Seasons Residences Austin. “It’s rare to find a plastic surgeon in a downtown market. So this should appeal to hotel guests such as women whose husbands are here for a meeting and to people who work and live in the city.”
Westlake Dermatology & Cosmetic Surgery will offer cosmetic procedures such as Botox, chemical peels and, starting next year, breast augmentation, liposuction and other services. "It’s an ideal location in the central business district that provides easy access for downtown professionals, as well as the many residents of the rapidly expanding condominium developments of Austin,” said founder Gregory Nikolaidis. He notes that patients may also be hotel guests attending events at the Austin Convention Center across the street.
Having a cosmetic surgery practice near the coffee shop and other retail outlets on the main floor of a hotel property may be new, but it’s not unusual for hotels and cosmetic surgeons to work together to offer resort discounts to guests.
“It’s a trend that began in the 1970s,” said Bjorn Hanson, divisional dean of New York University's Preston Robert Tisch Center for Hospitality, Tourism, and Sports Management. “Luxury and upper upscale hotels began marketing to patients and creating relationships with hospitals and cosmetic surgery practices, so patients could have privacy during the initial recovery following surgery.”
This type of guest is appealing because they generally stay longer and make use of extras, such as room-service meals, dry cleaning, laundry and other hotel services. “So it makes perfect sense to pursue this market segment and offer additional features and ‘amenities’ such as onsite surgery to help differentiate the hotel,” said Katie Davin, director of hospitality education at Johnson & Wales University in Providence, R.I.
“Botox and Brunch” packages may not pop up on the Four Seasons’ website, but Musiol said the Four Seasons Residences Austin is looking at creating some discounts and promotions that involve services offered by the cosmetic surgery clinic. “It’s a new market and it’s changing the way we do business,” said Musiol. “We’re both on the same Facebook page, and I see they’re already tweeting free frown line Botox for the first 100 customers.”
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