“Today” host Jenna Bush Hager is a mom of three, a business owner and the star on one of the biggest TV programs in the country, and yet, she still takes time for herself.
“I’m an introvert. I need alone time,” said Hager on a Zoom call from the backseat of her car, the very spot she meditates in every morning at 5:30 a.m. on the way to work. “Maybe it’s because I’m a twin and I never really had the time to understand who I was without my sister growing up, but I also think it’s because women often prioritize everybody but themselves. For so long, there was this mentality that if you weren’t spending 100 percent of your time with your family, then you should feel guilty. Now, that conversation has changed.”
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On the frontlines of this change is the 43-year-old journalist and her new partnership with ResortPass, the leading platform in luxury resort and spa booking. On Wednesday, Hager and ResortPass announced their plans to join forces in a collaboration that aims to rewrite the laws of not just motherhood, but the gamut of self care, by encouraging people to hit the reset button on their busy lives with treatments and daylong staycations, alone or with friends and family.
Established in 2016, ResortPass offers a range of prestige services from poolside relaxation to massage therapy, with prices starting at $25. “Our mission is to help people take more regular breaks for recharge, whether that’s a few hours by the pool or a full day of self care at the spa,” said Michael Wolf, CEO of ResortPass.
Interest in spas and medi spas has grown exponentially in the last few years, especially in the wake of the pandemic, as consumer mindsets shifted to prioritize health and well-being. Now more than ever, leading brands in skin care and wellness are opting to partner with detox clinics, retreats and resorts with spa centers to activate their formulas and practices in a new way for physical and mental health benefits. Service menus at sought-after franchises such as The Four Seasons are also no longer limited to run-of-the-mill massages and facials; there’s lymphatic drainage, trauma healing, breath and sensory sessions and sound baths now, too.
While her bookings may lean on the more traditional side (classic massage or pool time) compared to the niche offerings available, Hager is an avid user of ResortPass. She relishes in the rejuvenation the short excursions provide. “It’s just one of those things that can bring women the grace they need. It’s genius,” she said. “I didn’t think it was possible to be traveling to a different town and be as hot as can be and go use the pool for the day or book spa appointments at fancy hotels you maybe couldn’t stay at but wanted to.”
She continued: “I think it’s important to have these experiences in the real world and not live everything on social media and our phones. For me personally, it’s my goal to have a summer where I’m doing less swiping and more living.”
In Wolf’s eyes, Hager is the role model ResortPass user, describing her as both “a firm believer in the power of breaks and one of the world’s busiest people.”
“She’s also very outspoken with her audience about finding ways to balance a high-profile job, motherhood and an impressive career in publishing,” Wolf added.
Hager’s role in publishing is also at the heart of this union. In January, the on-screen star took her talents in media behind the scenes with the debut of her book imprint, Thousand Voices Publishing, in collaboration with Random House Publishing Group. A total of eight books, across a range of genres, are already set to be published; the first being author Ariel Sullivan’s dystopian narrative titled “Conform.” As part of the ResortPass partnership, “Conform” will be distributed to customers who book spa or resort services through the app.
“When I’m by a pool at a hotel in my own city or a city I’m visiting, what I do is bring a bag filled with books, maybe some friends, and hang and have a glass of wine. It’s just the perfect combination,” Hager said before suggesting her fellow mothers give it a try.
When asked what her dream location would be to immerse herself in a juicy novel by the water, Hager listed either New Zealand or Australia. “Those are a dream, though, because I have a job where I’m hosting a show five days a week, so to go would be tricky. I have some time off, but it’s not as much as I would love. That’s why ResortPass is so great; you can take day vacations and be in your own city, own town and go hangout somewhere to pretend you’re traveling.”
