Many of Sedona's businesses are also geared towards wellbeing and purification, if not enlightenment: the town's highest-end "hotel," L'Auberge de Sedona (rooms from $270), which consists of luxury cottages and lodges, supplements traditional spa offerings with an outdoor "creekside massage," where guests are invited to dip their feet in the river and squelch mud between their toes, washing off the dirt with creek water scented with flower petals.