We have proven financial results – the more closely involved Identity Hospitality is with ongoing support the greater the return on investment.  (We target an uplift of 20% in revenue for existing businesses with commensurate profit)


We will enable you to build and develop a successful business through our detailed guidance, wherever you need the support.  


We can create, develop and launch your spa, ensuring you are set up for success from day one. We can help you run your spa efficiently and profitably whilst continually exceeding customer expectations. We can supply our world-class products and treatments – supported by specialist training and education. We can provide in-room luxury essentials to delight your guests and motivate treatment bookings.


The beauty is, you don’t have to take all these services. Just those that suit your business needs.


Allow us to make your spa special – talk to us today.



our approach

JIM CROGHAN, CEO

we believe in a unique and customized consulting experience for each and every client.

Financial Results

Consulting Specializing in Spa & Wellness


Founder & CEO, Jim Croghan is a hospitality industry expert who has amassed substantial expertise the last twenty plus years in the development and operation of numerous luxury hotels, resorts, spas and wellness centers. He has performed substantive roles at numerous hotels around the world, including the Grand Del Mar, Ritz-Carlton, Four Seasons, Peninsula Hotels and Mandarin Hotel properties. He also one of the founders of Spa Connection -  Spa/Wellness Association and an advisory board member and past instructor for the University of California (UCI) at Irvine’s Hospitality Management Program.   

Each company is unique. One-size-fits-all approaches will never help your business reach its full potential. We deliver custom solutions, tailored to you--your industry, your culture, your one-of-a-kind challenges. 


The diversity of our expertise far outweighs the traditional consulting model. The combination of creative and strategic consulting, marketing and public relations, along with a pure hospitality focus, makes us unique in the industry.

We bring insights & bright ideas. Our team spends all day, every day (and sometimes all night!) immersed in cutting edge hospitality. We sniff out trends and relentlessly research what guests want.

Our process brings a creative vision to life. We’ve worked with the industry’s brightest stars and are in awe of their creativity. We make their vision tangible and communicate it to the world.

We reduce risk. Our vast experience informs our planning, helps our clients avoid potential pitfalls and positions them to reap the rewards of this industry we love so much.