Spa Business Issue 1 2014

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REVEALINGREVEALING A A NEWNEW GENERATIONGENERATION OF OF FACIALSFACIALS THE UNIQUE FUSION OF TECHNOLOGY AND TOUCH

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Leonardo DiCaprio

invests in wellness real estate ﬁ rm Delos PHOTO: GETTY IMAGES PHOTO: GETTY

L B NA EST SO B R E E A P U

A A A

U U I I I

Y Y Y C

S O

2013 editor’s letter

It’s time to build wellness cities

arlier this month, news broke that the UK Many health problems government is planning to build two new Garden arise from legacy issues – ECities in the south of England to ease car-centric urban planning, a housing shortage. The original Garden Cities – polluting building materials conceived in 1898 by Sir Ebenezer and lack of awareness Howard – were planned, self-contained of the value of exercise communities surrounded by green space, containing homes, industry and agriculture. Plans for the new settlements seem likely to be guided by this philosophy. In this edition of Spa Business, we talk to Paul Scialla Th e Garden Cities movement was inspired by the from Delos (page 28), which is building wellness utopian thinking of the Arts and Craft s movement accommodation – both domestic and hotel. and the radical novels Looking Backward by Edward Delos has fi tted rooms at the MGM Grand Las Vegas Bellamy and Progress and Poverty by Henry George. Two and its Stay Well® features have enabled the operator settlements were built – Letchworth Garden City and to command a 30 per cent premium on rack rates. Welwyn Garden City in Hertfordshire, UK. Unsurprisingly, more are planned. I responded to the proposal with a blog post calling for So many health problems arise from legacy issues a more radical new approach and suggesting that instead such as car-centric urban planning, polluting building of looking to the past for inspiration, we need to look to materials, lack of awareness of the value of exercise – that the future and to create the fi rst wellness cities. the opportunity to build afresh wherever new communities In many years of leader-writing for this industry, are needed (whether in the developing or developed world) I’ve never had such a strong and positive response to a and to retrofi t health-enhancing features, is thrilling. suggestion – it’s clear there’s a great deal of interest in redesigning the places we live and work and rethinking Liz Terry, editor twitter: @elizterry their design and function from the ground up. Th e vision of building entire cities around wellness is a powerful one which most people can relate to and fi nd compelling and attractive. And the exciting part is that What are your views such plans are within our grasp if the will is there. on wellness cities?

And although the idea of wellness environments is not Comment on our blog at new, we’re approaching a time when the concept will blog.spabusiness.com reach a tipping point and enter the mainstream, with its own economic models and vernacular.

contact us: Spa Business magazine, Leisure Media, Portmill House, Portmill Lane, Hitchin, Hertfordshire, SG5 1DJ, UK tel: +44 (0)1462 431385 email: [email protected] twitter: @spabusinessmag facebook: Facebook.com/spabusiness

Spa Business 1 2014 ©Cybertrek 2014 Read Spa Business online spabusiness.com / digital 7 Spa My Blend by Clarins Velaa Private Island, Maldives

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AP DP BtoB SPA BUISINESS VELLA PRIVATE ISLAND 420x297 GB.indd 1 20/01/14 10:37 Science, Experience, Senses.

AP DP BtoB SPA BUISINESS VELLA PRIVATE ISLAND 420x297 GB.indd 2 20/01/14 10:38 CONTENTS ISSUE 1 2014 SHUTTERSTOCK.COM/DOTSHOCK PHOTO: CHRISTIAN BANFIELD AND ANDREW WOOD ANDREW AND BANFIELD CHRISTIAN PHOTO: SHUTTERSTOCK.COM/DOTSHOCK

p28 Delos founder Paul Scialla p58 The global health and wellbeing landscape

p44 Does offering a free, daily spa treatment make good business sense for resorts? p52 Wellness in central and eastern Europe

7|Editor’s letter 28|Interview: Paul Scialla 52|Wellness tourism: Liz Terry shares her thoughts Delos founder talks to Katie Barnes Time to shine about creating the first set of wellbeing Sophie Benge reports on wellness 16|Letters building standards and securing tourism in central and eastern Europe Audits fail to provide meaningful investment from Leonardo DiCaprio – a market that’s ripe for development insights says Amanresort’s Greg Payne 36|Ask an expert: Detox 58|Research: Culture king 20|News Done well, detox presents numerous The Futures Company provides an New ventures for Gibson and McCall business opportunities – but what’s insightful overview on how different Wilson; plus Doha comes out top in the best approach to take and what cultures view health and wellbeing Middle East spa benchmarking treatments should be avoided? 62|Research: Top division 26|News report: Spa management 44|Business analysis: Spa inclusive In the hotel sector, spa revenue is survey results revealed Some resorts are enticing clients with growing faster than other revenue Takeaway findings from the first Spa free, daily spa treatments. Neena Dhillon streams, according to a new PKF report. Management Career Trends Survey takes a look at the business model Andrea Foster analyses the findings

10 Read Spa Business online spabusiness.com / digital Spa Business 1 2014 ©Cybertrek 2014 spa business uniting the world of wellness SHUTTERSTOCK.COM/BIKERIDERLONDON

p68 Yoshiharu Hoshino, Japan p94 Research on male spa-goer preferences and habits

p74 Yunomori Onsen & Spa, Thailand p86 Virtual reality classes are rising in popularity

68|Interview: Yoshiharu Hoshino 90|Spa software: The fourth-generation president of a Operator case studies – part 1 100-year-old Japanese hot springs resort Businesses tell us how they’re making company talks to Rhianon Howells the latest software work for them

74|Mystery shop: 94|Research: Man up Yunomori Onsen & Spa Men are becoming more interested in How does a Japanese inspired spa fare in spas and wellness according to four Thailand? Lee David Stephens ﬁ nds out new studies. We take a closer look

Did you know that you can 80|Nutrition: Sweet truth 98|Product focus: Male grooming receive a free subscription Is sugar as dangerous as tobacco? Spas that are popular with men share to Spa Business in its greener, their inside tips on what they want paper-free, digital format? 86|Fitness: Virtual reality Rasmus Ingerslev on why spas should 102|Products SIGN UP ONLINE: consider offering virtual exercise classes Equipment and product launches www.spabusiness.com/green

Spa Business 1 2014 ©Cybertrek 2014 Read Spa Business online spabusiness.com / digital 11 REVEALING A NEW GENERATION OF FACIALS THE UNIQUE FUSION OF TECHNOLOGY AND TOUCH

7 SUPER-CHARGED FACIALS. 5 TECHNOLOGIES. 1 MACHINE.

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READER SERVICES Sophie Benge Neena Dhillon Sophie Benge is a journal- Neena Dhillon writes SUBSCRIPTIONS ist and author, currently about spas and hotels denise adams +44 (0)1462 471930 writing a book on the and travel trends around CIRCULATION wellness culture of east- the world for con- michael emmerson +44 (0)1462 471932 ern Europe. She’s also sumer and business behind the book The Tropical Spa: Asian titles, ranging from Sleeper, easyJet EDITORIAL TEAM Secrets of Health, Beauty and Relaxa- and Gatsby to Hospitality Design. EDITOR tion. Her website www.beingsophie.com She is also the former managing edi- liz terry +44 (0)1462 431385 gives insight into the world of wellbeing. tor of the Great Hotels of the World MANAGING EDITOR Email: [email protected] Luxury Spa Collection directory. katie barnes +44 (0)1462 471925 Phone: +44 7951 056609 Email: [email protected] PRODUCT EDITOR kate corney +44 (0)1462 471927 Andrea Foster Rhianon Howells NEWSDESK PKF Consulting’s Andrea Rhianon Howells was jak philips +44 (0)1462 471938 Foster is the publisher of the launch editor of Spa tom anstey +44 (0)1462 471922 the annual Trends® in the Business and established Hotel Spa Industry report. it as a journal of note. ADVERTISING TEAM She’s been in the US As consulting editor, she PUBLISHER/ADVERTISING SALES hospitality industry for 15 years and pre- is closely involved with its continuing astrid ros +44 (0)1462 471911 viously headed up business development development, while also writing about ADVERTISING SALES and marketing at Miraval. She’s consulted health, fi tness, travel and leisure as a julie badrick +44 (0)1462 471919 on numerous hotel and spa projects. freelance journalist in major national john challinor +44 (0)1202 742968 Email: [email protected] titles such as The Guardian newspaper. jan williams +44 (0)1462 471909 Phone: +1 617 330 8189 Email: [email protected] chris barnard +44 (0)1462 471907 ADVERTISING – WWW.SPA-KIT.NET astrid ros +44 (0)1462 471911 Rasmus Ingerslev Lee David Stephens Rasmus Ingerslev is the Lee David Stephens SPA RECRUITMENT & TRAINING SALES CEO of virtual exercise began his 20-year spa sarah gibbs +44 (0)1462 471908 platform fi rm Wexer career as a hair stylist ADVERTISING PRODUCTION Virtual. He’s also the onboard the QE2 and has ed gallagher +44 (0)1905 20198 CEO of the health club travelled the globe many WEB TEAM chain Fresh Fitness Denmark and a times. For the past 10 years, Stephens newly appointed member of the board has specialised in the luxury spa and WWW.SPA-KIT.NET of directors at IHRSA – a leading global wellness fi elds in Asia. As GM of spa PRODUCT SEARCH ENGINE health and fi tness organisation. management fi rm MSpa International, kate corney +44 (0)1462 471927 Email: [email protected] he oversees 45 spas in 12 countries. SPABUSINESS.COM Phone: +1 800 640 6745 Email: [email protected] michael paramore +44 (0)1462 471926 tim nash +44 (0)1462 471917 dean fox +44 (0)1462 471900 The views expressed in individual articles are those of the author and do not necessarily represent those of the publisher, emma harris +44 (0)1462 471921 The Leisure Media Company Ltd. © Cybertrek Ltd 2014. All rights reserved. No part of this publication may be reproduced, DESIGN stored in a retrieval system or transmitted in any form or by andy bundy +44 (0)1462 471924 any means, electronic, mechanical, photocopying, recording or otherwise, without prior permission of the copyright holder, FINANCE Cybertrek Ltd. Registered at Stationers’ Hall 30851, Spa Business denise adams +44 (0)1462 471930 ISSN 1479-912X is available on annual subscription for UK £31, Europe £42, USA/Canada £31, rest of world £42, from the CREDIT CONTROL Leisure Media Company Ltd. Portmill House, Portmill Lane, On the cover: DiCaprio invests in Hitchin SG5 1DJ, UK. Printed by Mansons. ©Cybertrek 2014 rebekah scott +44 (0)1462 733477 ‘well building’ fi rm Delos (p28) ISSN 1479-912X. Digital edition at www.spabusiness.com/digital

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GLOBAL: spafinder.com EUROPE: spafinder.co.uk CANADA: spafinder.ca +1 (212) 924-6800 +44 (0) 203 697 7690 +1 (647) 847-1813 sales@spafinder.com partner@spafindereurope.com sales@spafinder.ca KATIE BARNES, MANAGING EDITOR, SPA BUSINESS Letters

Do you have a strong opinion, or disagree with somebody else’s point of view on topics related to the spa industry? If so, Spa Business would love to hear from you. Email your letters, thoughts and suggestions to [email protected]

Is your spa business on the right track? Greg Payne, group spa director, Amanresorts

I recently read some articles about how to drive spa business and that spa managers of today may have the ‘soft skills’ but lack the ‘hard skills’. There’s an implication that the hard skills are the most important in business and that the next generation of spa managers will all have an MBA and speak the language of fi nance, marketing and HR. It’s believed that the rest of us will be left behind if we don’t quickly get on the bandwagon. Well, I would suggest that this thought is missing the point of what spas do and what is truly needed to drive business. We need more connection to our hearts and less to our minds. No amount of business acumen will ever replace the power of intention and touch when it comes to winning and retaining the business of our clients. I often look at the audit reports which would have you believe that success is defi ned by responding to a phone call within three Ask what you’re doing to develop your team, rather than relying on superfi cial audit reports rings or upselling treatments. However, they are a mechanical checklist that completely miss the quality of interactions and would be if you want to know if you’re on the right Q Where do you currently see the opportuni- better suited to the review of a McDonald’s track, get out of your offi ce, fi nd a quiet place ties to make your spa unique? franchise than providing any meaningful and ask yourself three questions: If you’re focusing on these things, your insight into a spa operation. Q What are you doing to support the growth business will be successful and you’ll continue I’d advise you all to tear up the rule book, of your team? to be relevant in an ever-changing world, as because there never were any rules. Instead, Q What are you doing to develop yourself? you’re connected to what really matters.

Uniting the world of spas Jobs, news and training Spa Business subscribers work in all areas Spa Opportunities magazine focuses of the spa market worldwide. The magazine is on recruitment, careers and news and is available in print, digital and as a PDF edition, in published every two weeks. It has a daily addition to a daily website and weekly ezine. website showing all the latest jobs and a See www.spabusiness.com for details weekly ezine. See www.spaopportunities.com

16 Read Spa Business online spabusiness.com / digital Spa Business 1 2014 ©Cybertrek 2014 Letters 1 2014

Could spa associations become hubs for mentorship programmes? Elaine Fenard, managing partner Spa Strategy; and member of the Global Spa Management Education Task Force

Mentoring is currently a hot topic in many mainstream magazines. Even Michelle Obama has been interviewed by US magazine More about “her deep commitment to mentoring and why it’s so important to her”. Mentoring provides a unique forum for industries, including the spa sector, to grow and educate people. The Spa Management Career Trends Survey, a recent report of 548 spa managers, has highlighted how mentoring is viewed as an important element in running a successful spa facility. The survey, revealed at the Global Spa & Wellness Summit (GSWS) in October, found that: Q 94 per cent of spa managers feel that Elemis product sales have increased by 20 per cent since using a skin analysis machine having a mentor is important Q 89 per cent have had mentors who’ve helped them along the way Skincare analysis is good for open pores, areas of dehydration, evenness Q 26 per cent wish they had more mentoring and porphyrins (evidence of bacteria lodged from an experienced spa professional both clients and business in pores which can lead to acne, fi ne lines and Q 65 per cent have had an industry mentor Oriele Frank, director of wrinkles and blemishes/spots). The survey was put together by a GSWS marketing, Elemis This allows the therapist to pinpoint areas sub-committee – the Global Spa Manage- of concern and suitable products. The client ment Education Task Force – which feels We strongly agree with Spa Business’ article also takes away a printout of their skin analysis that spa associations around the globe which highlighted the benefi ts of skincare and a prescribed product list, highlighting are well-placed to provide a hub for local prescription (see SB13/2 p94). It’s vital to edu- their bespoke ‘at home’ programme. This is an mentor/mentee connections. cate customers about their skin’s needs and it integral part of helping the therapist to build It also uncovered some websites makes good business sense too – our fi gures rapport and to provide expert advice without which provide excellent information on show that just a 15-minute complimentary the need to push for a sale. It’s a tool that helps best practices and how to start a mentor Elemis SkinLab analysis can increase product to establish a better level of care, confi dence programme: www.mentorscout.com and sales by up to 20 per cent year on year. and trust which also results in repeat bookings, www.mentoring-association.org. Elemis has been using the SkinLab system, as well as increased retail sales. The committee members are now look- which uses the Canfi eld Imaging machine, Based on the success we’ve seen, the refur- ing into what a spa industry mentorship and our own skin, body and lifestyle comput- bishment and relaunch of the Elemis fl agship programme might include and how they can erised questionnaire and prescription, since day spa in London, UK, in 2014 will include a take matters further. They welcome input, 2006. It allows the therapist to see the condi- SkinLab in each of its eight treatment rooms so if you would like to be involved, please tion of a client’s skin both on, and below, the (rather than just one in the main reception). contact [email protected]. surface. A series of six images will assess UV Our aim is for 35 per cent of total revenues See more survey results on p26. exposure (characteristic of photo damage), to come from retail sales.

The global resource for spa professionals The search engine for spa buyers The annual Spa Business Handbook brings Find the suppliers you need to equip your spa together research and vital reference content. quickly and easily. Over 57,000 buyers each Visit www.spahandbook.com to download a PDF month use the service, which includes sector- or view it online at www.spahandbook.com/digital speciﬁ c linked websites and a weekly ezine.

Spa Business 1 2014 ©Cybertrek 2014 Read Spa Business online spabusiness.com / digital 17 Europe's leading spa convention

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Limited places available, to book your one or two day pass, visit: www.professionalspawellness.com/ convention and add lucky code SB2 23 & 24 February 2014 • ExCeL London www.professionalspawellness.com/convention

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Returning after a successful 2013 event, which attracted 340 senior spa and wellness industry speakers and delegates from around the globe, the 2014 Professional Spa & Wellness Convention will be held on Sunday 23 February and Monday 24 February at ExCeL, London

Speakers include (from left to right) Aldina Duarte-Ramos, Andrew Gibson, Greg Payne, Kathryn Moore, Anna Bjurstam & Paul Hawco

overing a wide range THE FEES of topics, this strategic There are two diff erent packages: convention gets to the heart of the business Cand provides delegates with EXECUTIVE PACKAGE practical solutions to improve Full conference attendance including lunch, morning their business. coffee and afternoon tea. Exclusive access to the Sunday’s programme will focus Professional Spa & Wellness networking lounge and on daily spa operations, the ﬁ rst access to the Professional Beauty exhibition. 100 days as a spa owner or director, social media strategies that One day (Sunday or Monday) £189 +VAT = £226.80 bring visitors through the door, Two days (Sunday and Monday) £275 +VAT = £330 employee engagement to improve Saturday workshop £225 +VAT = £270 staff performance and durability Kathryn Moore, director of opera- and space optimisation. tions at Mspa International; and Monday’s programme will cover Paul Hawco, director of Talise spa VIP PACKAGE spa marketing to increase the operations at Jumeirah. All the executive package as well as a ticket for the number of clients, spa franchises, New for 2014, the event also World Spa & Wellness Awards dinner including: the viability of medi-spa offer- includes a pre-convention work- champagne reception, three course meal with wine, ings and how ecology can impact shop on spa psychology. Hosted by entertainment and the awards on Sunday 23 February positively on the bottom line. Neil Orvay, founder of the Sense at Guildhall, London. Plus dedicated concierge service The speaker line-up includes of Touch day spa chain, the all-day with access to our team of specialists who will help Aldina Duarte-Ramos, director of workshop will be held on Saturday make your stay as smooth as possible. Plus, if you’re in development, wellbeing activities, 22 February and will inspire and town, the Director’s networking party at A-Loft hotel at Soﬁ tel and Thalassa Sea & Spa; motivate attendees into taking ExCeL on the evening of Saturday 22 February. Corinna Yapp, director of sales at their business forward by offering Como Shambhala Estate; Greg an insight into how using psychol- One day (Sunday or Monday) £297 +VAT = £356.40 Payne, spa operations director ogy can help motivate their team Two days (Sunday and Monday) £385 +VAT = £462 at Amanresorts International; and drive treatment and retail sales. Saturday workshop £225 +VAT = £270

To book your delegate’s pass for the 2014 Professional Spa & Wellness Convention, visit www.professionalspawellness.com/convention

Spa Business 1 2014 ©Cybertrek 2014 Read Spa Business online spabusiness.com / digital 19 news update

McCall Wilson sets up hospitality consultancy

Anne McCall Wilson, former head of global spa operations at Fairmont Raffl es Hotels International (FRHI), has announced she is to launch her own boutique strategic advisory consultancy, McCall & Wilson. The new fi rm will serve global spa, wellness and hospitality businesses. Industry insiders had been spec- ulating about McCall Wilson’s next move following the news that Andrew Gibson (see below) is to replace her. McCall & Wilson will provide trendspotting and insight into business opportunities, as well as YTL Hotel's executive director Dato' Mark Yeoh (centre) at the Thermae Bath Spa handover counsel in vision and strategy. It will also offer concept and design/brand Asia's YTL Hotels takes over UK Thermae Bath Spa development and feasibility. Read more: http://lei.sr?a=n3e5H YTL Hotels, owner of the soon-to-open Thermae Bath Spa will be operated by Gainsborough Bath Spa Hotel, UK, has Bath Hotel and Spa Limited (BHSL) – a strengthened its grip on the ancient spa YTL Hotels subsidiary originally set up to town’s wellness facilities by acquiring the manage the Gainsborough Bath Spa Hotel operating contract of Thermae Bath Spa. which also incorporates natural thermal YTL Hotels, which is the hospitality waters. The two operations, however, will division of Malaysian infrastructure con- run as separate businesses. glomerate YTL Corporation, has obtained The deal ensures that jobs at Thermae the contract of the thermal spa facility from Bath Spa, which employs more than 170 former operators Thermae Development people, will be safeguarded. Company for an undisclosed fee. Read more: http://lei.sr?a=9T4j2 PHOTO: TERME MERANO There are 380 thermal spas in Italy Gibson swaps Mandarin for Fairmont VP position ©GLOBAL SPA & WELLNESS SUMMIT 2013 Italian thermal spas see Andrew Gibson, group director of spa at shoots of a recovery Mandarin Oriental Hotels Group (MOHG), has left the company to take up the role Italy’s recession-hit thermal spas of vice-president for spa and wellness at are showing “timid signs of a turn- Fairmont Raffl es Hotels International (FRHI). around,” according to data from Gibson, who’s headed up spas for the industry body Federterme, which Asian-based group for nearly seven years, represents 380 thermal bathing and oversaw operations of 24 MOHG spas spa facilities in the country. around the world. The most recent opening The latest Italian spa performance was the 2,415sq m (26,000sq ft) spa at survey was revealed in November Mandarin Oriental Pudong in Shanghai. at the Spa Tourism Expo in Rimini. At FRHI he’ll replace Anne McCall Wilson, Andrew Gibson with Anne McCall Wilson, Fedeterme president Costanzo taking charge of all spas for the luxury hotel who he will replace at FRHI Jannotti Pecci said: “Between management company, which operates over January to September 2013, 105 hotels globally under the Fairmont, Gibson, a founding board member of the turnover and operating profi t have Raffl es and Swissôtel brands. Gibson took Global Spa and Wellness Summit and shown tentative signs of improve- up the new post at the end of January and co-chair for the 2013 event, has worked in ment. It’s too early to talk about a told Spa Business he’s “thoroughly looking the spa industry for over 25 years. Prior to real reversal, but the data indicates forward” to the new opportunity. joining MOHG, he was a partner in spa con- a slow recovery.” Notable hotels in the FRHI group include sultancy Raison d’Etre and before that he Read more: http://lei.sr?a=T7a3G Raffl es Singapore, The Fairmont San was managing director of Six Senses Spas. Francisco and London’s The Savoy. Read more: http://lei.sr?a=w3g6g

20 Read Spa Business online spabusiness.com / digital Spa Business 1 2014 ©Cybertrek 2014 Subscribe to the spa business weekly ezine www.spabusiness.com/ezine PHOTO:©NGAI TAHU Maori tribe reveals hot pools and spa plans at New Zealand resort

Plans have been proposed for a NZ$25m (US$20.6m, €15m £12.6m) hot pools and spa complex in Queenstown, New Zealand which is expected to draw more than 300,000 customers annually. Ngai Tahu Tourism, the tourism arm of the native Ngai Tahu Maori tribe, is currently in talks with Lakeview Holiday Park about leasing 1.8 acres for development. The plans include 12 large public hot pools, four smaller private hot pools, changing facilities, a health spa, a retail building and a café-restaurant. Ngai Tahu Tourism already owns and runs a similar facility on the west coast of New Zealand Ngai Tahu Tourism already owns and operates nine other visitor attractions/ Other proposed plans for the Lakeview Tahu Tourism regional boss David Kennedy experiences in New Zealand, such as the site include a NZ$50m (US$41.2m, said in an announcement that its “ongoing Glacier Hot Pools at Franz Josef on the €30m, £25.2m) convention centre linked negotiations would centre around working west coast, which features three public to a casino-hotel complex that would be with the convention centre site.” pools, three private pools and a spa. built by SkyCity Entertainment Group. Ngai Read more: http://lei.sr?a=v7z2V

Michelin-rated chefs seal Doha spas dominate Middle Eastern market in 2013 tie-ins with health spas

PwC’s new Middle East Spa Benchmarking SHUTTERSTOCK.COM/PHILIP LANGE Two Michelin star chef Andoni Luis Survey has ranked Doha spas as the best Aduriz is to design a progressive performers in the region in 2013. gastronomic programme at the new The survey showed that the average fi ve-star Healthouse resort opening revenue per treatment in Doha spas, which in Málaga, Spain, this spring. was US$142 (€105, £87), was roughly 90 Aduriz will work with Kiluva Group, per cent higher than in spas in the Dead owners of the Naturhouse franchise Sea area and Beirut. Average daily revenue network and Healthouse, to create per therapist told a similar story with Doha menus dedicated to guests’ specifi c therapists generating 38 per cent more treatment programmes. than those in Dead Sea spas and 150 per Meanwhile, fellow Michelin cent more than therapists in spas in Beirut. star winner Jesper Koch will visit Read more: http://lei.sr?a=V4u7v Spas in Doha were stronger across 11 KPIs Thailand’s Six Senses Yao Noi hotel and spa in February to showcase his fi n- Beckham to partner with property developer LVS est dishes at a series of Former England football captain David concept- Beckham has signed a deal with global driven property developer Las Vegas Sands (LVS) food which will see the star help create experi- events. ences at luxury resorts around the world. Beckham, regarded as one of the Aduriz world’s most iconic men, will join forces will with LVS’s integrated resort properties work in Macao and Singapore to expand their with Spain's Asian presence. Healthouse “The scale, vision and calibre of all that they do is very impressive,” said Beckham. Read more: http://lei.sr?a=7v8h4 Beckham at the launch conference in Macao Read more: http://lei.sr?a=H9p3d

Spa Business 1 2014 ©Cybertrek 2014 Read Spa Business online spabusiness.com / digital 21 news update PHOTO: BODYMEDIA

Sexist attitudes affecting men in beauty industry

More than one in ﬁ ve people feel that men should not work as beauty therapists, according to a recent study looking at gender perception in certain job roles. The Attitudes in the Workplace study, which surveyed 2,000 people in the UK and was commissioned by WorldPay Zinc, revealed that when asked about what jobs men should not do, beauty therapy came top of the list, with 26 per cent of men and 16 per cent of women agreeing with the statement. Eighteen per cent of people said they wouldn't trust a male therapist and 32 per cent were suspicious of men choosing to work as a beautician. Read more: http://lei.sr?a=B6t5p Wearable tech which enables health tracking will have a big impact on the spa industry Spaﬁ nder Wellness 365 forecasts top trends of 2014

Wired wellness, urban retreats, hot springs arena that it will profoundly affect all of us and even death are among the top themes in the years to come,” she said. likely to shape the spa market in 2014, Speaking to Spa Business magazine, she according to the 11th edition of the Top 10 added that ever-increasing levels of stress Global Spa and Wellness Trends Forecast in modern life are fuelling the growth of 2014 from Spafi nder Wellness 365. the industry. “I’ve been in the business The report, which was released in 40 years, but the fundamentals haven’t January, is authored by Spafi nder Wellness changed – people go to spas to relax and president Susie Ellis and developed by de-stress, and now they’re in need of spa The hotel overlooks Potala Palace company research analysts. and wellness retreats more than ever.” One of the trends Ellis is most excited The full 75-page report, including analy- Shangri-La Himalayan about is wired wellness and the growth of sis of each trend and examples of trend hotel to launch this April wearable tech which enables health adopters, can be downloaded via this link: tracking and preventative interventions: http://www.spafi nder.co.uk/trends2014 Shangri-La Hotels and Resorts is “There’s just so much happening in that Read more: http://lei.sr?a=b2G2s set to realise its lofty ambition of a hotel and spa in the Himalayas – the highest region on earth. The Hong Kong-based hotel Gulf Hotels signs deal for new US$8m spa complex owner and operator will open Tibet’s Shangri-La Hotel, Lhasa on 17 April. Gulf Hotels Group (GHG) has signed At 3,650m (11,975ft) above sea an agreement with construction fi rm level, the 289-key hotel is among Almoayyed Contracting to build a new the Himalayan mountains, glaciers US$8m (€5.8m, £4.8m) spa complex at and desert-like landscapes. The Gulf Hotel in Bahrain. Visitors to Lhasa are advised The two-storey 3,100sq m (33,368sq ft) to acclimatise to the high altitude spa will have separate fl oors for men and before exploring, and this has been women, featuring spa pools, hammam, incorporated into the spa, which has sauna, steamroom, experience show- an oxygen lounge, refl exology ers and treatment rooms. Palmer-Grego sessions and a range of treatments. Associates will design the spa interior with Read more: http://lei.sr?a=j7g7J architecture from Bahrain-based MSCEB. The Gulf hotel fi rst opened in October 1969 Read more: http://lei.sr?a=V8S5p

22 Read Spa Business online spabusiness.com / digital Spa Business 1 2014 ©Cybertrek 2014

news update

DIARY DATES

23-24 February Professional Beauty London ExCeL, London, UK UK beauty show with a spa zone. Also includes a two-day spa convention. Tel: +44 20 7351 0536 www.professionalbeauty.co.uk

27 February – 1 March Kosmetik Expo & Congress Crocus Expo, Moscow, Russia Around 250 leading Russian and foreign cosmetics and perfumery companies take part in this event each year. Other Kosmetik events will also be held in Volga, Siberia and the Urals throughout 2014. Tel: +7 495 937 13 18 www.ki-expo.ru

15-17 March Mondial Spa & Beauté Alila director of spa and development Steve Jeisman has high hopes for Spa Alila in the Middle East La Grande Halle de la Villette, Paris, France Jeisman sets sights on Middle East Spa Alila growth An event for spa, beauty, make-up and nail professionals with conferences The man behind Spa Alila, Steve Jeisman, Akhdar resort, which has 78 bedrooms, is and talks in French and English. believes Alila Hotels & Resorts’ total set in the desert and features a branded Tel: +33 4 93 06 58 80 ownership of its spa brand means the Spa Alila, plus a fitness centre, pool and www.msbparis.com company is well-placed to become a trend- cliff-side restaurant. setter in the Middle Eastern market. Jeisman says: “There's a huge opportu- 21-23 March Jeisman, who developed the spa brand nity to grow brand awareness of Alila, to be Beauty Dusseldorf for Alila in 2006 and has been group a trendsetter and to create a unique brand Dusseldorf, Germany director of spa and development ever since, positioning that exceeds design and service Trade fair for cosmetics, beauty and told Spa Business that Spa Alila’s healthy expectations in this region." wellness professionals, attracting revenue streams and adaptability to guests’ There are two other Alila resorts which 50,000 visitors and 1,250 exhibitors. demands would be key as the company are due to open in 2014. A 240-key beach- Tel: +49 211 4560 7602 makes its first foray into the region. front property is being built in Seminyak, www.beauty.de Alila, an Asian boutique hotelier, is due Bali; and a fortress in Jaipur, India is being to launch its first site in the Middle East in transformed into Alila Fort Bishangarh. 11-14 April the next few months. The Oman Alila Jabal Read more: http://lei.sr?a=p9E4U Cosmoprof Worldwide Bologna, Italy One of the world’s biggest beauty events, including sectors on beauty Aromatherapy Associates sold to B&B Investment Partners salon & spa, hair, perfumery & cosmetics, plus green nature. Spa product house Aromatherapy Associates Tel: +390 2796 420 (AA) has been sold to B&B Investment www.cosmoprof.com Partners, a new fund – established in November – with plans to invest in health, 17-19 April wellness, beauty and personal care brands. InterCHARM Professional B&B is a partnership between Alliance Moscow, Russia Boots, owner of UK high street chemist A leading event in the professional Boots, B&B principals Chris Britton and cosmetics industry of Russia, the Jean-Philippe Barade. CIS and eastern Europe. More than , Founded in 1985, AA has contracts with 2,500 brands will be represented a number of leading, global spa operators Tel: +7 915 0888 088 including Four Seasons and Fairmont. http://www.intercharm.ru/en/ Geraldine Howard co-founded AA in 1985 Read more: http://lei.sr?a=d5Q6I

24 Read Spa Business online spabusiness.com / digital Spa Business 1 2014 ©Cybertrek 2014 SPATEC Europe 2014 7-10 May 2014 Sheraton Rhodes Resort, Rhodes, Greece

SPATEC 14 Europe Why attend SPATEC Europe 2014? SPATEC Europe this year has been fantastic; – You know ahead of time who is attending enjoyable and extremely beneﬁcial. It is a very well organised and productive event. I have certainly – You know the buyers are senior decision makers had some very useful meetings. – You get to choose who you want to meet Louise Moore – Director of Spa, Operations - – You are guaranteed limited competition Hilton International, at SPATEC Europe 2013 – You spend quality, uninterrupted time with the buyers

– You proﬁle your company to a high level audience For more information about – You are provided with a meeting point where you SPATEC Europe please contact: can display samples of your products throughout the event Stephen Pace-Bonello: – You network, build relationships and get to know Email: [email protected] the key people in the industry Tel: +356 9945 8305 – You gain an excellent insight into where David Zarb-Jenkins: the industry is heading and receive ground breaking research Email: [email protected] – You are guaranteed you get the most out of your Tel: +356 9944 8862 marketing euros – You receive VIP treatment in a 5 star atmosphere away from the pressures of the ofﬁce www.spateceu.com NEWS REPORT KATIE BARNES, MANAGING EDITOR, SPA BUSINESS SHUTTERSTOCK.COM/ZURIJETA

The survey was based on 548 spa managers from around the world

SPA MANAGEMENT SURVEY RESULTS REVEALED

Findings will be used as the basis for a global PR campaign to entice more managers to the spa industry

ighty-six per cent of spa managers Many spa managers also lack important are satisfi ed or extremely satisfi ed Despite the large training. Thirty-two per cent of survey in their jobs according to the Spa respondents say they haven’t had any offi cial Management Career Trends Survey. number of spa spa management training. They prioritised EThe survey says spa managers find their fi nancial management as the most important managers saying career fulfi lling and rewarding and enjoy skillset for a successful spa career ahead of leading staff (35 per cent), assisting guests they’re happy in understanding spa treatments, leadership (17 per cent) and marketing, sales and public their jobs, 57 per cent and HR aspects, but ranked themselves below relations (12 per cent). In fact, 80 per cent of all three in terms of skill attainment. This respondents would recommend a career in are actively seeking indicates that there’s a big gap between what spa management to their friends. spa managers think is important and what These were the fi ndings of a non-scientifi c a new position they feel they’re actually qualifi ed to do. survey, based on 548 spa managers from The Spa Management Career Trends around the world, which was released at the Survey was conducted by the Spa Manage- 2013 Global Spa & Wellness Summit (GSWS) helped along in their career by industry ment Education Committee – a task force held New Delhi in October (see SB13/4 p70). mentors. Ninety-four per cent of spa manag- of the GSWS that’s focused on addressing Other benefits of working in the spa ers believe that coaching will continue to the issues the spa industry faces with its industry, it found, included working in some be an important feature in cultivating new workforce, including the increasing need for of the most beautiful and exotic locations talent (see p16) which could be another more qualifi ed employees at management/ around the world and having kind co-workers. advantage of starting a career in the industry. director level positions. The committee’s plan In addition, the industry has lots of The survey also highlighted areas for is to use the survey results to put together room for career growth – 64 per cent of spa improvement in the industry. In particular, it a global PR campaign to entice more talent managers started out as spa receptionists, emphasised the need to keep spa employees into the spa industry. O while 58 per cent have worked as therapists. at an executive level more engaged – despite When questioned, 66 per cent of respondents the large number of spa managers saying See p16 for more on spa mentors, and to get said their career development had been fast. they’re happy in their jobs, 57 per cent are involved with the education committee email Signifi cantly, 65 per cent said they’ve been actively seeking a new position. [email protected]

26 Read Spa Business online spabusiness.com / digital Spa Business 1 2014 ©Cybertrek 2014 Spa Dreams

© Swiss Mountain Cosmetics GmbH (Austria) © Ilona & Christin Nebel, Haus für Schönheit & Wohlbefinden (Germany) Come True References: Hotel Hyatt Regency, Düsseldorf, Germany // Ritz Carlton, Wolfsburg, Germany // Burj al Arab, Dubai, UAE // Rosewood Hotel, Abu Dhabi, UAE // Ocean Reef Club Resort, Key Largo, Florida // Four Seasons Hotel Los Angeles at Beverly Hills, California // The Dolder Grand, Zurich, Switzerland // Mövenpick Hotel Gammarth Tunis Hotel, Tunisia // The Westin, Costa Navarino, Greece // Grand Hotel Kempinski, Slovakia // Hôtel de Paris Saint-Tropez, France // InterContinental Marseille, France // Hotel Union, Geiranger, Norway // And many more...

High-end spa tables, beds and equipment for your spa.

Gharieni Group • +49 28 41 - 88 300 -50 • [email protected] • www.gharieni.de INTERVIEW

US real estate developer Scialla feels much healthier Delos has created the ﬁrst after trialling set of building standards the concept in his own home based on health and for three years wellbeing and Leonardo DiCaprio has reportedly bought one of its new homes. We talk to founder Paul Scialla about pioneering a whole new way of building PAUL SCIALLA

KATIE BARNES, MANAGING EDITOR, SPA BUSINESS

n late November, actor Leonardo The actor’s involvement has brought even BIOLOGICAL SUSTAINABILITY DiCaprio invested in Delos, the US real more attention to the company that’s already There was no major trigger point for setting estate company, which has created the connected to a string of well known names up Delos says 40-year-old Scialla, whose first building rating system focused not from Donna Karan and will.i.am to Bill career had previously centred around just on the environment but also on Clinton. But founder Paul Scialla is adamant banking – first in bond trading on Wall Street, Ihuman health and wellness. He also that Delos’ developments aren’t just for then as a partner at Goldman Sachs. “Around became an advisor to the board. It’s celebrities and the high-end luxury market. five years ago, as a kind of an aside, I started an obvious fit for the actor who’s a staunch “Everyone cares about their own health,” getting interested in this notion of sustain- supporter of sustainability. He says: “Delos’ he says. “Whether it’s because they’ve been ability and real estate. Lots of great things wellness designs will change the way living brought up differently or are more exposed had gone on in green building and I simply spaces are built and will have a profound to wellness: it’s not just water anymore is it? wondered if we could push the envelope so impact on the green building movement. These days, it has to be vitamin water.” the focus wasn’t only on environmental sus- Together, we are creating a better, more He’s excited about the possibilities ‘well- tainability, but also on human or biological sustainable future for our planet.” ness building’ presents, saying: “Real estate sustainability when we build things. This news follows DiCaprio’s reported pur- is the largest asset class in the world – it’s “The fact is we spend 92 per cent of chase – Delos will neither deny nor confirm worth US$150 trillion [€111tn, £91tn] – and our time indoors, so if we can introduce speculations – of one of Delos’ first homes in we’re looking to combine that with one of preventative medical intentions into the New York City. The five new 66 East 11th Street the fastest growing and, arguably, one of very spaces that we’re spending our time in, residences offer over 50 amenities dedicated the most important industries in the world: it’s a huge win.” His interest was shared by to aiding the owner’s wellbeing – from water health and wellness. More than US$2 trillion co-founder Morad Fareed, a former Starwood purification systems and showers infused with [€1.5tn, £1.2tn] a year is spent on preventa- Hotels & Resorts executive who helped to vitamin C that neutralises chlorine, to floors tive medical intervention, so obviously – for initiate and develop one of the industry’s which promote better posture. Delos – there’s a massive economic play.” first green hotel brands – Element by Westin.

28 Read Spa Business online spabusiness.com / digital Spa Business 1 2014 ©Cybertrek 2014 Delos co-founder Morad Fareed (far left) with advocates Bill Clinton, Deepak Chopra and will.i.am (second, third and sixth right)

Early on the pair knew they needed some We spend 92 per cent three years Delos has completed four projects of the best academic, political and medical and it has another 15 in the pipeline. minds involved in Delos, along with a dash of our time indoors In total, there are around 50 possible of celebrity influence, to tackle something so if we can introduce amenities in the Well Building Standard, with so formidable. Luckily “the story sells itself,” some of the less obvious including shielding says Scialla. “Everyone we speak to wants to preventative medical from harmful electromagnetic fields and get involved – this is an obvious way to finally photo-catalytic coating for surfaces to break deliver preventative medicine in a passive intentions into the very down bacteria, viruses and volatile organic way to people on a daily basis.” spaces we’re spending compounds. Even the lighting system mimics Over the course of four years, architects, our circadian (internal body clock) rhythms. designers and engineers collaborated with our time in, it’s a huge win The lights provide a softer, yellow hue in the doctors and scientists from leading institu- evenings to stimulate production of the sleep tions such as the Mayo Clinic, Cleveland The result is the Well Building Stand- hormone melatonin and brighter blue hues in Clinic and Columbia Medical School – as well ard™ – a framework based on seven design the day to boost cortisol production and energy as wellness guru Deepak Chopra – to review categories such as good quality air, water and levels and reduce or even eliminate jet lag. more than 4,500 studies to work out how a light. These impact on 12 domains of health At the 66 East 11th Street development building could deliver optimal health. “First Delos identified, ranging from cardiovascular, in New York City, Donna Karan’s wellbeing and foremost we wanted to offer an evidence- immune and sleep health to emotional and foundation Urban Zen has curated a list of based approach,” says Scialla. “With half of cognitive function (see Diagram 1). The experiences and experts – including healers these things you can touch or feel them and standards, which are designed to sit in line and yoga and meditation teachers – for a well- know that something’s happening, but the with existing green building certifications ness concierge service. Meanwhile at Delos’ other half are working on your body without such as LEED, can be applied to homes, offices, Stay Well® hotel rooms, that launched at the you necessarily realising it.” public buildings and hotels. Over the past MGM Grand Las Vegas in 2012, guests have

Spa Business 1 2014 ©Cybertrek 2014 Read Spa Business online spabusiness.com / digital 29 INTERVIEW: PAUL SCIALLA

As an asset class, real estate is worth US$150tn and we want to combine that with one of the fastest growing industries in the world – the US$2tn health and wellness sector

free access to the Cleveland Clinic’s sleep, stress and nutrition programmes which are delivered online over six months and usually cost upwards of US$140 (€103, £85). Perhaps most interesting for spa operators, is that the new standards pay just as much attention to emotional and psychological wellbeing as physical health. Complementary elements such as aromatherapy, acupressure and sound-wave therapy have been incorporated because they’ve been proven to work. Scialla and his twin brother, who’s also a partner in Delos, converted their own home to trial the Well Building Standard three years DiCaprio joined the ago and have seen the benefits first hand. Delos advisory board in “Since completing the renovation, my energy November and is also levels are through the roof, I’ve rarely been an investor in the ﬁ rm sick and my sleeping patterns have never been

better,” says Scialla. “I’m a healthier person.” SHUTTERSTOCK.COM/JSTONE

WIDE APPEAL Even Bill Clinton is an advocate. “These residential developments anchored the real Individually some of the amenities included healthy building standards will literally estate with a great spa, but they didn’t intro- in the Well Building Standard aren’t neces- change the way we live and work in a very duce those elements into the homes or rooms.” sarily groundbreaking, particularly if you’re positive way,” said the former US president He also feels the market has changed. It’s no already in the spa industry. However, it’s at the 2012 annual conference for the Clinton longer just baby boomers who are interested the way Delos has packaged them that’s Global Initiative (CGI), which brings together in longevity and quality of life in later years. captured the attention of US media – which global leaders to create and implement inno- “We carried out extensive demographic stud- has responded with everything from articles vative solutions to some of the world’s most ies early on to assess our target categories, in the LA Times and The Wall Street Journal, pressing challenges. Interestingly, Delos is demand and potential premiums,” he says. to coverage on CNN, Bloomberg and CNBC. also a member of the CGI. “We found that what we were offering appealed, Delos faces two significant challenges. and had significant value, to every single Firstly, the price of its ‘well buildings’ could person regardless of gender, age or income Paul Scialla: Favourites be a barrier for growth, given that the 66 East level. It was very clear to us that more people Book: A Concise History of 11th Street residences range from US$16m- today are focused on health and wellness.” the World by JM Roberts US$50m (€11.8m-€37m, £9.7m-£30.2m). Of the cost he says that US$4,000 (€2,950, Film: Gladiator Secondly, wellness real estate hasn’t taken off £2,400) per square foot “is not expensive Cuisine: Italian as well as anticipated in the past – a number of based on current New York City real estate Best way to relax: sleep residential spa communities, including Canyon prices. Plus, when you think about having a Spa: The Peninsula Spa NYC Ranch Living in Washington DC and Chicago home that’s working on your body 24 hours Treatment: massage and Pritikin Living in Houston, have struggled a day just by living in it, we think it’s worth Best advice: dream huge, then (see SB11/1 p30). However, Scialla is confi dent the price”. Scialla also remains adamant that triple that – that’s my own saying that neither issue gives cause for concern. Delos isn’t just focused on luxury residential Most admire: my parents He says that Delos’ developments are projects. The company has just certified signifi cantly different, saying “A lot of these its fi rst wellness offi ces at the 46,000sq ft

30 Read Spa Business online spabusiness.com / digital Spa Business 1 2014 ©Cybertrek 2014 The 66 East 11th Street residences in New York offer 50 amenities dedicated to improving human health. It’s been reported that DiCaprio owns of one of them

Spa Business 1 2014 ©Cybertrek 2014 Read Spa Business online spabusiness.com / digital 31 INTERVIEW: PAUL SCIALLA Diagram 1: The Delos Well Building StandardTM is based on seven design categories that impact on 12 aspects of human health

Mind

Cardiovascular Comfort Everyone we speak to Cosmetic Respiratory wants to get involved

Emotional – this is an obvious Fitness way to ﬁ nally deliver Metabolism preventative medicine Light Gastrointestinal in a passive way to help Literacy people on a daily basis

Longevity

(4,274sq m) CBRE global corporate head- Water quarters in Los Angeles and is also working with the healthy restaurant chain Lyfe Immune Kitchen to certify 250 of its facilities over the course of the next ﬁ ve years. Sleep

Musculoskeletal In addition, Scialla cites mid-level Nourishment

Cognitive rentals and school projects as possibilities Air in the future. He also points out that Delos is working with the US Green Building Council on an orphanage in Haiti and with will.i.am on an affordable housing project in Boyle Heights – a low-income neighbour- WORKING WITH SPAS which incorporate 17 health and wellness hood in Los Angeles. In collaboration with So which segment does Scialla think has the elements (see p34), enable MGM to add the singer’s philanthropic organisation potential to grow the quickest? Residential, 30 per cent onto standard room rates and i.am.angel, Delos is implementing its office or hospitality? “It’s so interesting while Scialla doesn’t disclose how much Well Access programme – a subset of the because I’d like to pick one,” he says, “but I MGM invested he does reveal that it broke Well Building Standard – which will see actually see a massive opportunity with every even within six weeks. “The guest feedback core components such as quality air, water single one of them.” He even hints that other has been outstanding,” he says revealing and antimicrobial coatings added to 1,200 verticals such as assisted living and senior that even though the rooms have only been homes. Will.i.am says: “I’m on a mission to housing could be on the cards for development. open for just over a year, MGM has already enhance my hometown neighbourhood of The Stay Well rooms at the MGM Grand in quadrupled the offering. The extra 129 Stay Boyle Heights, including helping to make Las Vegas have certainly been a great success Well rooms, which opened in January, have Estrada Courts, the public housing project and out of everything Delos is doing they taken over the entire 14th ﬂ oor of the hotel’s where I grew up, a healthier and more are the best parallel for the spa industry main tower. Enhanced features include a comfortable place to live.” to draw comparisons from. The 42 rooms, smartphone app to guide guests around the room’s amenities, as well as allowing them to input details of their ﬂ ight so that the Cleveland Clinic can come back with a more accurate prescription for light therapy to help reduce jet lag – “we’re really trying to make it an entire experience, as opposed to just enhancing a special component of the room,” says Scialla. While the Stay Well rooms are obviously conducive to relaxation and wellness, Scialla adds that they purposefully didn’t include any spa facilities or treatments, as many hotels offer these independently already. “Tying the spa experience to the guestrooms is an issue that’s coming up in a lot of conver- sations with our new hotel partners,” he says. “We’re looking at ways of cross promoting Vitamin C is added to shower water to neutralise chlorine and promote skin and hair health the spa including offering steep discounts or bringing in healthier food.

32 Read Spa Business online spabusiness.com / digital Spa Business 1 2014 ©Cybertrek 2014 Christina - It just works! Christina - the perfect response to each skin care concern

With over 30 years of experience, Christina’s products continue to perfect skin, providing impressive and visible results from the very ﬁrst application. Christina products can be found in luxurious spas in 52 countries around the world. • Over 350 products and treatments. • A unique combination of top of the line innovative formulas and traditional cosmetics efﬁcacy. • Each treatment is divided into easy to follow step-by-step protocols ensuring results are reached effortlessly. • Christina’s homecare products are designed in complete synergy with professional treatments, complementing them for optimum results. • www.christina-cosmeceuticals.com • [email protected] INTERVIEW: PAUL SCIALLA

MGM Grand Las Vegas charges a 30 per cent premium for Stay Well rooms and it quadrupled the number of rooms to 171 in January

13 14 6 11 15 2 4 Stay Well® 9 5 room features 1 7 16 12 The 17 health and wellness elements of the 10 3 8 17 Stay Well rooms at the Energising light helps to increase energy levels MGM Grand include:

“We’ve also had several discussions about 1 Energising light: guests 6 LED dawn simulator: 13 Well ShieldTM implementing the Stay Well features and are exposed to short periods alarm clock to awaken photo-catalytic the Well Building Standard itself into the of blue-shaded lighting the body gradually coating: for bacteria- architecture of the spa because it makes so to increase energy and susceptible surfaces much sense to do that,” he says. decrease the effects of jet lag 7 Night lighting: Long TM Of course Scialla is “absolutely open” to wave LED lamps illuminate 14 Stay Well in-room 2 Water fi ltration pathways at night without amenities: includes a working with operators who run standalone system: purifi ed in- disturbing melatonin levels 24-hour room service spas too. Incorporating the Well Building room water, thanks to menu based on natural/ Standard could enhance a spa’s offering – giv- a fi ltration system that 8 Aromatherapy organic food; and healthy ing it an edge over competition and possibly reduces disinfectant diff user: an optional extra mini-bar items such as enable it to charge a premium. It could also by-products, chlorine almonds and coconut water help to attract a new audience – the more and other chemicals 9 Healthy mattress: serious health and wellness traveller – or provides comfort and 15 Black-out shades: provide a unique marketing angle. 3 Air purifi cation support for any body type optimised to fully For now the Well Building Standard is still system: reduces allergens, eliminate outdoor lighting in its pilot phase and any company looking toxins and pathogens 10 Stay WellTM channel: sources to improve sleep for certification would need to partner to create better air Dr Deepak Chopra quality and duration with Delos. The idea is that eventually an quality and breathing educates guests on the and help with jet lag independent, but for-profi t, corporation – the features in the room 4 Vitamin C infused 16 Warm white room International Well Building Institute – will shower water: to neutralise 11 Hypoallergenic lighting: LED lighting govern the standards as they open up to chlorine and promote bedding: to address skin that can be customised the market. Scialla concludes: “We hope to healthy hair and skin sensitivities and irritation to enhance sleep achieve similar penetration to the LEED cer- tifi cation and Green Building movement. The 5 Cedar skirting 12 Well ShieldTM 17 Electromagnetic Well Building Standard is already applicable boards: its natural cleaning protocol: fi eld shielding: to any type of real estate which will help us properties keep enclosed based on hypoallergenic, reduces exposure to to achieve our ultimate goal.” O spaces fresh and dry green-approved products electrical frequencies

34 Read Spa Business online spabusiness.com / digital Spa Business 1 2014 ©Cybertrek 2014

OPINION Ask an expert DETOX The opportunities for aligning with detox are huge, but it’s more than just picking the right treatment say the experts

KATIE BARNES, MANAGING EDITOR, SPA BUSINESS

Como Shambhala is one of a handful of luxury spas off ering all-organic food

ew year. The time when detox room for it to grow and snowball.” But at the Therefore, there’s a need for spas to kicks in and people abstain moment, he says too many operators are only provide education – whether for free or sold from alcohol or resolve to eat paying lip service to detox. as a package – about the best ways to detox more healthily. Yet technically If spas are going take detox seriously, the and avoiding toxicity in the fi rst place. In speaking, detox can be menu needs to consist of more than just addition, Cohen says there’s huge potential Nanything that helps to remove toxins in the a one-off colonic. In fact, Cohen says no for aligned products and services such as body which build-up and lead to numerous credible scientifi c studies prove the effi cacy homecare neutraceuticals, foods, teas or problems from harming the endocrine of colonics and there’s a host of other homeware items which present lucrative system to even changing the structure of pseudo therapies under the detox umbrella. business opportunities our DNA. The best approach is to prevent So how can spas choose the right treatment, On the topic of avoiding toxicity, could spas the toxins reaching the body to begin with or avoid the wrong one? take the same stance as allopathic medics: – eating organic food and not frying it in oil Sceptics such as Edzard Ernst (see p38) fi rst do no harm? Are the skincare, cleaning which is toxic at high temperatures, avoiding would argue that there’s no proof behind and laundry products they’re using free of polluted air and drinking fi ltered water. any form of alternative detox treatment. chemicals? Are shoes being removed at the The list is endless and so are the potential However, that could say more about how threshold to avoid tracking in pesticides and (lucrative) business solutions. under-researched the fi eld is rather than if other toxic substances? And what adjust- “With a history of fat farms, fi tness, fasting it does or doesn’t work. Either way, there’s a ments can be made to building materials such and being connected with nature and clean call for spas that are offering detox to start as PVC (used in fl ooring, ceiling tiles, carpet water, spas are well positioned to offer recording the impact of the treatments. backing and pipes) that can release chemical detox,” says Marc Cohen, a professor, medical Providing measurable results could put a by-products in the water and air? The work of doctor and researcher of complementary business ahead of the curve – but what Delos, a US fi rm that’s creating buildings that medicine and health sciences at Australia’s should spas be assessing and how? are healthy for humans, could be of particular RMIT University. “The world is becoming a lair The offering should be more than just interest in this debate and makes for great of toxicity and the spa industry seems to be about the treatment too. Cohen says: “Detox reading on p28. Here, however, we ask the the only one taking it seriously – and there’s is a lifestyle not just a spa treatment”. experts for their views.

36 Read Spa Business online spabusiness.com / digital Spa Business 1 2014 ©Cybertrek 2014 SHUTTERSTOCK.COM/KESU Matters of research

The food spas serve – n obstacle spas face in offering and how it’s prepared detox is the lack of evidence that and cooked – can it works. Marc Cohen, professor help with detox too of complementary medicine at ARMIT University in Australia is tackling this head on by co-ordinating more than 20 studies at lifestyle retreats such as Gwinganna in Queensland. The studies focus on how eating organic food can help to reduce toxins. MARC COHEN In Iowa, USA, The Raj spa (see p38) is used as a testbed for federal-funded research Professor of complementary medicine, looking at how meditation and ayurveda helps RMIT University to detox the mind and body and prevent a number of diseases. Details of studies are on its website: www.theraj.com/rajresults/ etox needs to be ingrained in help to fl ush out the body. Exfoliation the DNA of a company. Firstly, of dead skin cells is a good thing, as is that means not toxifying your anything that supports regular bowel Moving forwards, Cohen customers more –be conscious movement – whether you go to the extent “would love to see global Dabout the use of petrochemicals in per- colonics or just eat a healthy, high fi bre standards for recording sonal care products, the water [used in diet. Ayurvedic medicine, particularly pools and for drinking] and the quality the fi ve-stage cleansing process pancha- data in spas” to enable of food. It’s already happening in some karma, is one of the only proven ways them to carry out their own spas, but not many. There’s only half a of removing fat soluable toxins, with credible investigations dozen luxury spas worldwide, including research being performed in a spa rather Chiva-Som, Rancho La Puerta, Kama- than a hospital or clinic (see p38). laya, Como Shambhala and Gwinganna Detox is not just something you do for Moving forwards, Cohen “would love to serving all-organic food: it’s hard to offer an hour, it’s a lifestyle. Ideally a spa would see global standards for recording data in consistently and it’s expensive. be able to accommodate customers over spas” to enable them to carry out their own The people who are seeking detox are days or weeks and educate them on how credible investigations. Some tests research- paying a lot for it and are generally highly to reproduce the experience at home. ers are using may soon be accessible to spa educated. So, if a spa claims to specialise The challenge for the spa industry is consumers. Innovative online assessments, in detox and offers highly processed or to integrate this expert knowledge into a such as those provided by cogstate.com, can non-organic food and drink then the specifi c service as any area of detox could measure the role of toxins in dulling cognitive clients will see right through it. be a specialist fi eld in its own right. Opera- function. Meanwhile, tests by ubiome.com As the need for more detox spas tors should begin with self-education and can analyse bacteria in the gut and determine spreads and more facilities crop up in making it relevant to their own market. your ‘enterotype’– via a stool sample – for as urban areas, air quality will need to be But they should avoid anything that’s out little as US$90 (€66, £54). Cohen says this is addressed also. Savvy managers will of their range of competency. signifi cant as “we’re only just discovering that tailor solutions for local concerns like Offering serious detox in spas is going the bacteria lining in your gut is an important these by offering havens for clean air to be a learning curve – we still even don’t factor in the absorption of many toxins.” and treatments such as oxygen therapy. know the best way to provide low-toxic What’s really going to open up the possibili- There are two main principles spas can food and air to a population as the area ties to spas, however, is customer recorded stick to when choosing treatments. The is so under-researched. The spa industry data thanks to the increasing number of fi rst is to prevent toxicity to begin with. has a leadership role to play in this and sophisticated biometric measuring devices The second is ensuring fl ow and move- it could serve as a catalyst for the whole that can record a range of data from heart rate ment of toxins through the body. This global industry to move towards a more and blood pressure to oxygen consumption involves supporting all the processes of sustainable, toxin-free planet. and environmental pollution levels. elimination including the function of the Cohen concludes: “If spas can demonstrate liver, kidneys, bowels, lungs and sweat Cohen is one of Australia’s pioneers of that their services can educate people and glands. Treatments that increase circula- integrative and holistic medicine and positively impact on such measures, then tion without increasing the production has made signifi cant impacts on its they could be viewed as offering an essential of metabolic waste products, such as a education, research, clinical practice health service rather than merely a pamper- sauna or hot tub session or lymph drain- and policy in the country. Details: ing, luxury experience. ” age massage are fantastic because they www.rmit.com

Spa Business 1 2014 ©Cybertrek 2014 Read Spa Business online spabusiness.com / digital 37 OPINION: DETOX

y views will probably not endear me to spa operators. But it’s EDZARD ERNST important they consider the Editor in chief, Focus on Alternative and Complementary other side of the argument. Therapie MI’ve been a qualified physician since 1978 s; professor emeritus, University of Exeter and have also received hands-on training in acupuncture, autogenic training, herbalism, homeopathy, massage therapy and spinal Some may say no evidence exists because treatment and measuring it in a proper trial (as manipulation. During the last 20 years, my alternative detox is a field that’s under- described). They would need to hire a scientist research has focused on the critical evaluation researched, but if the claim is not biologically to conduct the study but it’s not necessarily a of all aspects of medicine, but I do not aim to plausible then why test it? If the treatments lengthy or expensive process. A meaningful promote any therapy – my goal is to provide don’t work, people may be wasting money or study could be done in two to three months. objective evidence and reliable information. could face harmful side-effects: sauna may It might cost around £20,000 (US$14,700, Alternative detox comprises a range of result in heart problems in predisposed €12,150) but if it’s of sufficient quality, back- treatments that claim to reduce toxins from individuals and ayurvedic remedies are ing could come from official funding bodies the body. Ayurveda, colonics, lymph drain- often contaminated with heavy metals, for such as the Medical Research Council in the age massage, exfoliation, saunas, hot tubs, instance. Spas that are making claims that are UK. Having provable results is an essential organic food, filtered water, good quality air not supported by evidence are, in my view, precondition to making therapeutic claims. – to the best of my knowledge there is no ‘good dishonest, arguably illegal and unethical. evidence’ that any of them eliminate toxins. The onus should be on those who make the Ernst has written a number of books By good evidence, I mean scientific studies claim to demonstrate that it’s valid. Spas could critically evaluating alternative and like randomised controlled trials, as these conduct their own studies – this would include complementary medicine. Details: minimise as many sources of bias as possible. defining the toxin they claim is eliminated in a www.edzardernst.com

Spas that are making claims that are not supported by evidence are, in my view, dishonest, arguably illegal and unethical

n a physical level, detox is about removing toxins from the body. ROBERT SCHNEIDER On a psychophysiological level, Medical director, The Raj Ayurveda Health Spa it’s about removing imbalances O– tension or abnormalities anywhere in the body or mind – to restore proper function. The mind, body and emotions all need to be detoxed. Emotional stress, for example, treat hypertension, cardiovascular disease Any spa that wants to avoid ineffective stimulates the production of stress hormones and other stress related disorders. detox treatments should employ methods such as adrenalin and cortisol which can I’d recommend meditation as part of a with scientific evidence or at least methods of cause damage the heart and blood vessels. mind-body detox programme, but it should long tradition of use and preferably ancient. I’m not familiar with all spas, but many I’ve be done every day. It’s something people If something’s persisted for millenniums that seen are superficial. Yet they have the potential could learn and take home with them rather itself suggests that it’s useful and helpful. to tackle detox at a deeper level which could than a one-off annual thing. Spas often have an eclectic mix of therapies fill a major gap in healthcare today. Two of Panchakarma, an holistic, ayurvedic and clients don’t know what’s best for them. the most powerful therapies in detox which system, is especially effective in eliminating Ideally, a panel of experts would advise what also have well-documented scientific research accumulated toxins and psychophysiological individual combination would be most effec- behind them, are meditation and ayurveda. imbalances. It consists of five purification tive. This might not sound practical, but if a Along with my role at The Raj, I’m profes- therapies with special herbs, massages, spa really wants to resolve people’s problems, sor and director of the Institute for Natural heating treatments, oil applications and it needs to work at a deeper level. At the very Medicine and Prevention at the Maharishi gastrointestinal elimination to balance the least, programmes should be put together University of Management (MUM) in Iowa. brain, nervous system and the whole body. with a panel of interdisciplinary experts. The institute receives federal funding to Notably Dr Robert Herron and Dr John Fagan scientifically investigate natural approaches [scientists at MUM] found that panchakarma Schneider’s work at The Raj and MUM to healthcare. We’ve conducted randomised, reduced chemicals know as fat soluable tox- comprises teaching, research and clinical controlled blind trials which show that ins in the blood by 50 per cent. Their findings practice in integrative preventative detoxing of the mind via the transcendental were published in the journal of Alternative healthcare. Details: www.theraj.com or meditation technique helps to prevent and Therapies in Health and Medicine. www.mum.edu

38 Read Spa Business online spabusiness.com / digital Spa Business 1 2014 ©Cybertrek 2014

OPINION: DETOX

Providing a non-toxic environment is just as important as detox therapies at Gwinganna

adly, there’s no research to date which shows that detoxification SHARON KOLKKA reduces cellular toxicity. But there General manager & wellness director, are forms of detoxification that we Sknow can assist the organs of elimination Gwinganna Lifestyle Retreat – namely the liver, kidneys, colon, lymph system, skin and lungs – to function better to improve health. All of our detox programmes the implications of it and has the integrity to learn in detail how to assist their body in at Gwinganna focus on aiding those organs follow through with consistency. A business self-regulating and come back to allostasis. and removing the big five saboteurs in our that puts a guest into a chemically-ridden We also counsel them using qualified staff toxic world: alcohol, caffeine, sugar, persis- whirlpool, or uses skincare or massage oil with to choose treatments that serve both their tent organic pollutants (including smoking) chemical ingredients during or after detox belief system and their body’s needs. and xenoestrogens (chemical compounds treatments isn’t looking at the bigger picture. The spa industry in general is in a perfect used widely in plastics), plus certain proteins The ideal environment to provide a position to differentiate itself from the such as gluten and casein. detox is non-toxic and that means a huge resort industry and claim wellness. There’s Supporting and improving the function of commitment. The bonus is, by abiding by an opportunity to be authentic and really these organs is key to developing any detox these principals you will automatically make a difference to human health. But it programme or treatment in a spa. And juicing green your business. At Gwinganna, we has to be delivered consistently. and fasting aren’t the only options. grow and use organic food and only have Research which proves that detox There are different styles of massage which organic skincare. We use no chemicals on the treatments are efficacious, will offer can stimulate the lymph system, while chi ne property – the rooms are cleaned using natu- credibility to our industry and hopefully tsang improves blood flow to internal organs. ral products such as eucalyptus. We provide persuade governments to change policies Herbs and supplements from traditional 100 per cent filtered rainwater to drink, bath on improving human health. Until there is healing systems and naturopathy can support and shower in and non-chemical swimming research, however, our focus should be on organs – there’s strong evidence that milk pools [silver copper ionisation]. We choose helping ourselves and other people to learn thistle supports the liver, for example. natural materials to build and use non-toxic about the everyday choices that either support The skin is the largest organ of the body paint. Our on-site store is also a reflection of or sabotage the body’s ability to detoxify itself and therefore plays a huge role in the what to purchase, offering natural sunscreens because there’s so much toxicity elsewhere body’s natural detoxification process also. and non-chemical insect repellents. in the world that we aren’t able to control. Treatments such as brushing, salt scrubs, For any spa offering detox, education is saunas and steamrooms assist elimination key too, as lifestyle changes are challenging Kolkka has 34 year’s experience in health along with specific exercise. and understanding consequences empowers and wellbeing. She’s been at Gwinganna However, I’m not convinced every people to make informed decisions. We offer for 10 years and set up all of its treatment business that uses the word detox understands daily educational seminars where guests programmes. Details: www.gwinganna.com

40 Read Spa Business online spabusiness.com / digital Spa Business 1 2014 ©Cybertrek 2014 spa business

BUSINESS ANALYSIS NEENA DHILLON, JOURNALIST, SPA BUSINESS SPA INCLUSIVE

Does off ering a daily spa treatment as part of a hotel’s standard room rate make good business sense? We ask three operators about their experiences

Fusion Maia Da Nang, Vietnam

hy didn’t anyone think The product had to be experienced fi rst hand they can request additional complimentary about it before…?’ is the by journalists, travel agents and sales rep- therapies on the day, subject to availability. ‘W witty tag line for a resort resentatives to help spread word of mouth.” Functioning at maximum capacity, the spa that’s differentiating itself Since the ‘spa inclusive’ concept has been delivers up to 45 treatments per hour. in the fi ercely competitive Asian market by factored into the 87-villa resort from its So, how is this all achieved? wrapping up spa treatments into its room launch in 2010, there is a sizeable treatment Ford explains that they started by offering rates. Guests of Fusion Maia Da Nang in facility on-site including 16 double treatment a small menu of popular treatments. This Vietnam (see SB13/3 p54) aren’t required rooms, two beauty salons with 12 stations allowed time for the large team to be fully to book a spa package or elevated rack rate to each, steamrooms, saunas, whirlpools, yoga trained during the launch phase. The range receive complimentary treatments. Instead studio, retail boutique and library. A perma- of signature treatments has grown in tandem every guest qualifi es for two daily treatments. nent team of 80 therapists man the spa, open with the development of senior and master Ironically, one of the biggest challenges for daily between 10am and 10pm (although it therapists and specialist consultants over Fusion Maia Da Nang, which describes opens two hours earlier during peak periods). the past three years. New options such as itself as ‘Asia’s fi rst all spa inclusive resort’, Guests can choose any treatment, regardless a bamboo (lymphatic drainage) massage, has been persuading people that its offer of length (typically 30 to 50 minutes), or marble stone trigger point therapy and rose is genuine, as general manager Michelle any Natural Living wellbeing activity such crystal chakra treatment are being added to Ford explains: “At the beginning, we had to as yoga, meditation or fi tness. Once they’ve the existing list of 20-plus massage, bodycare, convince the industry there was no catch. completed their two guaranteed treatments, beauty and holistic treatments.

The spa has 80 therapists and can deliver up to 45 treatments an hour

44 Read Spa Business online spabusiness.com / digital Spa Business 1 2014 ©Cybertrek 2014 With the recent introduction of a resident that specialist trainers also “show therapists Although the cost of treatments has doctor specialising in naturopathy, Fusion how to restore and balance their own energy been added to the room rate, Fusion Maia Da Nang will also offer advanced as part of our staff wellness programme.” Maia’s prices are still competitive and alternative therapies such as acupuncture Another obstacle that quickly had to be the inclusive off er is a key diff erentiator that come with a fee attached. overcome was the development of a software Elsewhere the team doesn’t push retail system capable of booking a complex variety products because selling is not part of the in Vietnam and Thailand, including direct and high volume of treatments. “ESP Online destination’s philosophy. Indeed the spa- competitors. Early calculations based on has customised elements and introduced inclusive concept, in combination with resort occupancy also mean that the spa team additional features to its software system activities such as yoga and meditation, is prepared operationally, as Ford confi rms: in response to the needs of our operation,” brings a distinctive atmosphere of overall “Our spa capacity was built on the basis of Ford explains. “We use colour to highlight wellbeing to the resort, according to Ford. a 100 per cent capture rate so we have the different guest profi les, such as fi rst timers This has contributed to a steady increase in facilities and staff to deal with demand. We who need a consultation; we’ve found ways occupancy, with over 70 per cent reached in don’t need to make adjustments for peak of inputting bookings into the system faster; the third year of operation. periods or differing capture rates.” reports are adjusted to highlight the arrival Treatment costs have been taken into Consistency of demand – the spa has times of guests into the resort; and we run consideration from the outset when it achieved the predicted near-100 per cent cap- from reservation screens only because we comes to setting room rates. Specifi cally, ture rate – has meant that staff scheduling is don’t have a billing component.” the resort’s founders have accounted for the fairly straightforward. While there were early At Fusion Maia, the spa inclusive concept costs – namely electricity, oils and therapist challenges in training a suffi cient number is an integral part of the brand’s DNA. It’s time – of four treatments per room, per day. of therapists with the required skill sets, the been responsible for generating a crucial Yet Ford points out that Fusion Maia still 80-strong team now includes a contingent of marketing buzz, which helps to drive up offers great value – US$429 (€314, £258) a 10 therapists who cover annual leave, mater- demand and occupancy, in turn covering night – compared to other pool villa resorts nity cover and compensation days. Ford adds the costs of the spa operation.

Spa Business 1 2014 ©Cybertrek 2014 Read Spa Business online spabusiness.com / digital 45 BUSINESS ANALYSIS

Spa Village Resort Tembok, Bali

nother Asian resort that’s adopted an inclusive approach, A since its 2007 opening, is Spa Village Resort Tembok, Bali. Here a daily 50-minute treatment is included in the basic room rate and guests are free to choose from the full menu of locally-inspired natural therapies, body wraps, massages and skincare options. “Spa is part of the holistic philosophy of our intimate resort, which has been conceived to be fully inclusive with a focus on promoting wellbeing,” explains spa manager Yuyun Cindarsih. “It was only

The spa has seven treatment rooms, is open 12 hours a day and can easily accommodate guests at the boutique 31-key resort

About 70 per cent of guests are enticed to pay for another treatment as a result of the ﬂ exible, spa-inclusive policy

46 Read Spa Business online spabusiness.com / digital Spa Business 1 2014 ©Cybertrek 2014 Considering software to run your spa? Take a tour at mindbodysoftware.com | 0203 397 4810 BUSINESS ANALYSIS

natural to include a treatment.” The spa delivers a The offer is unique to Bali, with maximum of 42 treatments none of the resort’s sister Spa a day. Part-time staff are Villages – all owned by YTL brought in for peak periods Hotels – offering a treatment as part of their basic daily rates. “The inclusion has improved limit reached approximately four the overall satisfaction of our to five days of the week. At peak guests. We’ve been able to meas- periods, part-time therapists are ure this by the level of positive brought in to assist the team, customer feedback we receive avoiding staff burnout. when compared to our range Careful thought has been of properties. It’s also shown in given to covering costs. Cindar- our average occupancy, which sih outlines: “Therapist time, reached 80 per cent in 2013.” electricity, products, natural Guests at the resort are given ingredients, prepping welcome the flexibility to combine their and post-treatment rituals, complimentary daily treatments laundry and set-up items such as for a longer therapy time, or candles and flowers. This is the extend, upgrade and add treat- breakdown of individual costs for ments on the day at a charge (full each treatment, which have been prices apply after 50 minutes). incorporated into our room rate. About 70 per cent of customers Costs, which have been factored are enticed to pay for another into our business model from treatment as a result of the policy. Only The spa has ample capacity for the resort’s the outset, are generally low so we still have three to four people per year choose not to 31 guests rooms. Comprising seven treatment a reasonably competitive rate of US$350-plus take up their free treatment and Cindarsih rooms staffed by six therapists and a spa (€256, £211) per night, full board. We also confirms that the spa generates revenue from manager between 9am and 9pm, it handles a contain costs by using local ingredients and up-selling and retail. maximum of 42 treatments per day, with this growing herbs and roots ourselves.”

48 Read Spa Business online spabusiness.com / digital Spa Business 1 2014 ©Cybertrek 2014 Global Spa & Wellness Summit 2014: MOROCCO

MARRAKECH, SEPTEMBER 10-12, 2014 The premier international event for spa & wellness industry leaders

Visit GSWS.ORG BUSINESS ANALYSIS

The BodyHoliday, St Lucia

s therapists’ wages and product Inclusive treatments contribute to prices fluctuate around the The BodyHoliday’s image as the top world, this can have a bearing A wellness destination in the Caribbean on the feasibility of an inclusive approach. Set in the Caribbean, The Body- Holiday in St Lucia has just celebrated its While the wellness centre does generate 25th anniversary. When the family business revenue from upgraded treatments and was founded, no comparable destinations associated retail sales, Barnard points out were offering the same unique approach to that offering something for free doesn’t health, fitness and wellbeing – it’s award- necessarily guarantee additional purchases. winning ethos is ‘Give us your body for a week “It’s all about perceived value,” he comments. and we’ll give you back your mind’. A decision “If a customer has paid £200 for a facial, then was taken early on to include spa treatments a £50 cream to take home becomes relative as part of the room rate. in terms of value. But when the treatment is “By giving away treatments daily, you do free, the same £50 cream can be perceived end up sacrificing revenue and in this part of as expensive. This can then lead to more the world, spa is an expensive service to pro- centre employs 65 therapists who complete resistance to purchase.” vide,” says Andrew Barnard, deputy managing approximately 250 treatments per day. Despite these challenges, Barnard director of SunSwept Resorts, which owns Nearly all guests take up their free treatment acknowledges that visitors who come to The BodyHoliday. “We began with two daily from a choice of seven, 50-minute facial, body The BodyHoliday seeking wellness do see treatments but reduced this to one because and massage therapies. These are just a taster the value in having a complimentary daily the revenue loss was too much. So you have to of the extensive range of treatments available spa treatment. In fact, some have come to make sure it’s right for your business model.” on the à la carte menu. Over 20 per cent of expect it. “It’s a cost we will continue to factor But there are also advantages, explains guests book additional paid-for treatments into our room rate,” concludes Barnard. “It Barnard: “Aside from the marketing value, but Barnard explains there’s also a number of is associated with our brand and is one of the inclusive treatment factor contributes to other sporting, fitness and wellbeing activi- the factors that has helped us to carve out our proposition as the number one wellness ties available on a complimentary basis. “Our our niche in the marketplace.”O destination in the Caribbean.” male guests, for example, might take their An impressive wellness centre compris- treatment but will then get involved with Neena Dhillon is a spa, ing 33 treatment rooms serves the 154-key water sports or try an activity to manage hotel and travel journalist resort. Open daily between 9am and 6pm, the stress such as yoga,” he says. Email: [email protected]

50 Read Spa Business online spabusiness.com / digital Spa Business 1 2014 ©Cybertrek 2014 the DIFFERENT spa table N° 443.090.V photo by maurizio marcato and matteo blaschich maurizio marcato photo by

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Brusaferri & C S.r.l. via M. Maretti Soldi, 13 (ex S.P. n. 6) s 26011 Casalbuttano (CR) Italy s www.lemi.it s [email protected] WELLNESS TOURISM SOPHIE BENGE, JOURNALIST, SPA BUSINESS PHOTOS BY CHRISTIAN BANFIELD AND ANDREW WOOD ANDREW AND BANFIELD CHRISTIAN BY PHOTOS

Natural elements – mud, sea air and water – are core to the wellness approach in this region

TIME TO SHINE

With much recent interest in wellness tourism, now could be the time for eastern and central Europe – which has placed wellness at the heart of tourism for more than 200 years – to take centre stage. Sophie Benge gives an overview of the market

ast year saw a growing In the 19th century, Czechoslovakia became As central and eastern Europe continues excitement in the spa industry the gold standard for Europe’s nobility who to adjust to a free market economy the about the global increase in spent weeks taking the waters in the spa towns wellness offering is a transitory mix of old L wellness tourism and speaking of Marianbad and Carlsbad to counter the world glamour, under-funded state estab- at the inaugural Global Wellness effects of their over-indulgent lifestyles. lishments and those fi nding their feet under Tourism Congress in New Delhi in October The sanatorium culture of the Soviet era of private ownership. Added to this is a slew of (see SB13/4 p70), Jean-Claude Baumgarten the 20th century was, it could be argued, ahead places under reconstruction, plus new-build – former president of the World Trade & of its time, with state-funded programmes properties beautifully designed and fi tted out Tourism Council – said wellness tourism is of rest and rejuvenation for everyone from with the latest equipment and technology. “poised to reshape tourism as we know it,” party offi cials to the proletariat, including At this critical juncture, we take a look at while SRI International, which revealed its war veterans, sportspeople and astronauts. some of the strengths and challenges of the Global Wellness Tourism Economy report, Now, more than 20 years after independ- distinct central and eastern European model. expects wellness tourism to increase at an ence, it’s time to put this fl ank of Europe annual rate of 9.1 per cent up to 2017. – from the Baltic Sea in the north to the STRENGTHS “Millions more [people] every year [are] Black Sea in the south – under the spotlight Expertise. Central and eastern Europe spa demanding destinations that deliver physical, once again for meeting the needs of today’s destinations are rooted in ‘heal stays’ and emotional, spiritual and environmental health wellness tourism sector. Many of the region’s ‘cure programmes’ for chronic conditions – along with enjoyment,” said Baumgarten. health resorts are set up for dedicated, multi- which means that high levels of medi- week stays, offering a wide combination of cal expertise are available to the wellness 200 YEAR OLD TRADITION authentic practices, doctor-led expertise and guest. According to Slovakia’s Ministry of Such demands are comprehensively met in natural resources with a profound propensity Health, the country is among the top three central and eastern Europe, a region which for healing which have stood the test of time. in Europe for medical education. Health Spa has had wellness at the core of its tourism Moreover, many wellness destinations in Pieštany, the Slovak destination by Danubius offering for nearly 200 years. It saw early the territory are surrounded by beautiful Hotels Group, has a generous number of 350 bloom in Latvia and Estonia, where Tsar natural environments offering wide-ranging therapists and doctors for guests across the Nicholas I built a number of state bathing outdoor sports and activities and fresh, local four-hotel, 1,112-bed resort. establishments so the gentry could bene- cuisine, which also makes the region a prime Therapist training across the region is fi t from the natural environment and the focus for contiguous sectors such as eco, rigorous. In Hungary, massage therapists are fresh sea air along the Baltic coast. culinary, sports and medical tourism. called therapeutic masseurs/masseuses and

52 Read Spa Business online spabusiness.com / digital Spa Business 1 2014 ©Cybertrek 2014 The spas are often set in beautiful, natural locations and are focused on ‘heal stays’. Most therapists undergo impressively rigorous training

Spa Business 1 2014 ©Cybertrek 2014 Read Spa Business online spabusiness.com / digital 53 WELLNESS TOURISM: CENTRAL AND EASTERN EUROPE

need 700 hours of practice, after a two-year This is still a region that’s in a transition the region is highly competitive due to the study of theory, before they’re eligible to work. with basic bricks and mortar facilities low cost of natural resources and lower Zsófia Hellinger, spa manager at Four (left) alongside new builds of high staff wages. Many facilities offer general Seasons Budapest, says: “Eastern European international standards (right) packages from traditional ‘spa stays’ to spas may not be the most soulful, but family or weight loss programmes. Most massage therapists have a strong technique programmes incorporate a consultation that delivers results.” is the healing power of natural elements such with a doctor – even for the wellness guest. At Latvia’s Amber Spa Boutique Hotel (see as thermal springs, healing muds, salts, gases, Toward the top of the price range is a SB10/3 p56) one of the hydrotherapists has a minerals, herbs, natural produce and climate. Traditional Spa Stay Light at the fi ve-star medical degree and a two-year qualifi cation The science behind such natural resources Danubius Health Spa Resort Thermia in balneotherapy, while at Lithuania’s Spa was the subject of extensive research by Palace in Slovakia. Its seven-night, half- Vilnius in Druskininkai (see SB13/1 p68) the scientists and chemists in the 18th and 19th board programme including a doctor signature treatments which focus on the centuries and only after meticulous study consultation and end-of-stay medical report, healing properties of local amber have been did physicians devise protocols for specifi c plus diagnostic testing and 18 treatments devised by a university professor who spends health disorders which continue to be fol- starts at €115 (US$156, £95) per person per three hours a day furthering his research into lowed to this day. Prescriptions include baths, night during low season. the therapeutic power of this unique resin. inhalations and drinking mineral or thermal At Tervise Paradiis in Estonia, a mod- Natural resources. At the core of the waters; and wraps, baths and insertions using ernised former sanatorium from the 1970s, wellness approach in this part of the world local mud deposits, to give just two examples. the full-board price for a four-night general Historically, such protocols have been proven package, including three different procedures to have a benefi cial effect on a range of condi- each day on recommendation of the doctor, The health and wellness culture of tions spanning digestive, cardiovascular and plus use of the extensive water facilities and central and eastern Europe is the focus musculoskeletal ailments. For the wellness morning exercise programme starts at €57 of an upcoming book, Healing Sources, traveller they have powerful relaxing and (US$78, £47) per night in low season. Spas and Wellbeing from the Baltic to detoxifying effects and are offered as part A number of resorts in the region believe in the Black Sea, that’s due to be published of dedicated wellness programmes or after the importance of family programmes where in September 2014 by Prestel. Details: consultation with an on-site doctor. children take treatments too. State run and www.thehealingsources.com Varied and good value offerings. The private companies also send employees for price point for spas and health resorts across recuperation from burn out.

54 Read Spa Business online spabusiness.com / digital Spa Business 1 2014 ©Cybertrek 2014 CHALLENGES The price point for spas and health Palace in Pieštany, are investing in upgrading Issue of perception. Central and east- resorts in central and eastern Europe is services, in terms of accommodation, ameni- ern Europe can suffer from a lack of highly competitive due to the low cost of ties and communal facilities. Many new-build understanding beyond its borders and the natural resources and lower staff wages properties embrace an international region’s spas are sometimes still regarded as aesthetic for natural materials. Yet it’s a mark relics of a bygone era with little appeal for the of the transition in this part of the world that international tourist, when often the reverse eastern Europe where ‘spa’ has been the some places simply have basic bricks and is the case. Many properties meet, if not mainstay of rigorous, curative programmes mortar facilities that don’t always meet the exceed, international standards in terms based around the healing powers of mineral expectations of an international wellness of value for money, expert therapists who and thermal springs. It’s only in recent years traveller. There can also be a language barrier. deliver results and fresh, healthy cuisine. that facilities have added what they refer to as But when the treatments are so good and the They fall in line with today’s appeal for a wellness programmes, including facials and expertise of therapists so high, such issues holistic approach and for non-invasive, massages, in order to broaden their market should not present an obstacle to such an natural treatments. appeal to short-term guests, who want to holistic and affordable wellness offering. O “This region is a leader in the field of well- come purely for rest and relaxation. ness stemming from the medical approach Hans Dieter Bergmann, director of sales WELLNESS FACILITIES that uses natural elements. The thermal and marketing at Health Spa Pieštany, admits O Thermia Palace, Slovakia: assets are very good. It just needs to be better to using words like pampering and wellbeing www.spapiestany.sk translated to the rest of the world, who don’t in marketing materials in order to fill up the O Tervise Paradiis, Estonia: www.spa.ee know,” says Lázsló Puczkó, co-author of the weekend business and reach new markets. O Spa at the Four Seasons Gresham recent book Health, Tourism and Hospitality. “We’re a health spa and medical resort,” he Palace, Hungary: www.fourseasons.com Issue of definition. With the rise in says. “This means different things to differ- O Spa Vilnius Sana, Lithuania: wellness tourism comes the idea that ent people so we add key words to respond www.spa-vilnius.lt wellness is a preventative approach which to market pressure but it leads to confusion. focuses on personal responsibility for main- We know our medical side is second to none. taining an optimal state of wellbeing; a step Now we pack it up with five-star services.” Sophie Benge is the writer on from the spa concept which has tended International service standards and of Healing Sources to point to relaxation and pampering. This facilities. Bergmann says that an increas- Email: [email protected] understanding is reversed in central and ing number of spas, like his own Thermia Tel: +44 7951 056609

Spa Business 1 2014 ©Cybertrek 2014 Read Spa Business online spabusiness.com / digital 55 hotel spa health Concept Architecture Design

we love to inspire you

Waldhotel National, Aqua Dome, Mohr Life Resort, Hotel Paradies, Aspen Alpin Lifestyle Hotel, Kempinski Hotel Das Tirol, Splash e Spa Tamaro www.schletterer.com RESEARCH: WELLNESS

CULTURE KING

Tomi Isaacs gives an overview of the health and wellness landscape globally and explains how it’s heavily inﬂ uenced by cultural nuances as captured by The Futures Company’s latest Global MONITOR studies

TOMI ISAACS, BUSINESS DEVELOPMENT & COMMUNICATIONS, THE FUTURES COMPANY

esponsibility for healthcare is The consumer response Global MONITOR (see p60) data reveals increasingly being pushed onto As consumers begin to take on more that 52 per cent of people take steps to the public. With greater concern responsibility for their own health, there’s improve their health, regardless of whether over the social and economic a recognition that emotional and spiritual they feel ill or not: and we’re now seeing that Rcosts of both dealing with and not dealing needs are as important as physical health. this preventative mindset is on the rise across with health, governments around the world This holistic approach to wellness has led the majority of global markets. However, are nudging us to take better care of ourselves – consumers to adopt a wide range of meas- despite this, fewer than half of consumers creating challenges and opportunities to shape ures with the aim of making themselves feel worldwide say they are satisﬁ ed with their the global health and wellbeing landscape. happy, healthy and strong. emotional and physical wellbeing. SHUTTERSTOCK.COM/SUBBOTINA ANNA

Just over half of people take steps to improve their health, whether they feel ill or not

58 Read Spa Business online spabusiness.com / digital Spa Business 1 2014 ©Cybertrek 2014 Figure 1 The appeal of holistic health

Above 70%

South Korea Japan 60-70% Thailand South Africa Russia Colombia Germany 50-60%

Poland China Italy Below 50% Mexico Turkey Australia Spain UK India France Brazil USA Canada Percentages of national populations Argentina feeling ‘tree’ best describes their body – something to be nurtured as part of an ongoing holistic approach to health

Understanding consumers’ approaches SHUTTERSTOCK.COM/IVAN KRUK to health can be complicated, as they’re THE FUTURES COMPANY often very personal and heavily infl uenced The Futures Company is an award-winning global strategic insight and by cultural nuances. Global MONITOR uses innovation consultancy with expertise in foresight and futures. It unlocks new a metaphor to explore this complexity and sources of growth for its clients through consultancy, global insight and a range visualise the potential strategies people may of subscription solutions. The Futures Company is a Kantar company within use. We ask consumers: ‘How do you think WPP, with teams in Europe, North America, Latin America and Asia and was of your body?’ and offer them three options. formed through the integration of The Henley Centre, Yankelovich and TRU. The Car is the metaphor for those people Twitter: @FuturesCo Web: www.thefuturescompany.com who see their body as a machine in which the component parts can be fi xed. Among this group, strategies towards health and wellness from 50 per cent in 2006 to 56 per cent in markets including the UK, US, Canada and tend to be short-term and reactive. 2013. In comparison those in the car category Australia remained below 50 per cent for tree, Those who identify with the Fortress fell from 20 to 15 per cent, while fortress with car above average. Interestingly, tree see their body as something they have to went up just 1 per cent, to 29 per cent. logged above average responses in Russia. strengthen and defend against external This growing interest in a holistic approach One of the big shifts registered in the above attack. This is also short-term, but predomi- is evident across all markets, although there fi ndings has occurred in some Asian markets, nantly a proactive approach. remain big differences. In countries such as where a holistic approach was traditionally Finally, the Tree is for those who see their Thailand, Japan and South Korea, over 70 more of a culturally embedded behaviour. body as something they nurture, taking an per cent of people picked tree; and in South We’re beginning to see movement towards ongoing holistic approach to managing Africa, Colombia and Germany, tree came in a more defensive strategy, however: a 10 health. This is a much more long-term, at 60-70 per cent (see Figure 1). per cent shift from tree to fortress in India, proactive strategy. Meanwhile in countries such as Spain, Italy, for example, indicates that there’s a more It’s this final option, with its holistic Brazil and India, tree registered between mixed approach to self-health management approach to managing health, that’s here 50 and 60 per cent, but with fortress also in that country. We suspect this could this to stay: the percentage of Global MONITOR important; in China, tree was also 50-60 per be a response to recent risks of contracting respondents identifying with the tree rose cent but car came out above average; and foreign-derived viruses such as bird fl u.

Spa Business 1 2014 ©Cybertrek 2014 Read Spa Business online spabusiness.com / digital 59 RESEARCH: WELLNESS

There has never been a better time for brands to shape the future of wellness and assist consumers in their quest to live better and healthier lives SHUTTERSTOCK.COM/DOTSHOCK

The market response Health-based However consumers view their GLOBAL MONITOR innovations have bodies, opportunities abound Global MONITOR is a burst onto the to support those who want comprehensive set of resources scene and will to optimise their wellbe- for global foresights and trends continue to thrive ing. There’s been signifi cant that provides insight into the development in this space, global and local forces shaping the including innovations that help Spas in Austria, which focus more on natu- business environment, consumers people to manage their mental acuity, boost ral health, rejuvenation, wellness and healing, and brands. The resource includes the body’s renewal processes and protect are particularly cutting edge. Facilities there data and analysis from a consumer themselves against disease. offer everything from laughter therapy to yoga survey that covers 28,000 Some of the latest things include and those that offer beauty treatments do so respondents across 21 countries. Kinohimistu, a lutein drink from Japan which in a holistic fashion. In the Feng Shui beauty claims to preserve optical health and drinks in centre at the Qullenhotel, the equipment, the US that have been designed to help keep experiences and therapists are all focused on solutions at mass and personalised skin looking young while asleep. In Sweden energy fl ow and the harmony of Yin and Yang. levels. With the cost of decoding an the Vigo chewing gum is said to increase individual genome likely to fall drastically to mental performance. Self-monitoring, devices Seize the opportunity just US$1,000 (€738, £605) in the next two such as Fitband and Fuelband can help con- The business landscape is changing. There’s a years, we can expect to see the personalised sumers track and potentially optimise their chance to reframe wellbeing and move brands health market explode. health and fi tness levels. However, consumers into the lifestyle choice space, where there are Our message to companies and brands need to be motivated to improve their records more points to connect, serve and support con- is simple: seize the opportunity. There has rather than just passively reading the data. sumers in their quest for better health. never been a better time for brands to shape When it comes to spa specifi c innovations, We will see an increase in corporate the future of wellness and assist consumers holistic ayurvedic treatments which were big wellness schemes as employers take an active in their quest to live better and healthier lives. in the 60s/70s are making a comeback; and interest in staff’s wellbeing as part of a com- The global momentum behind wellness is salt saunas/inhalation rooms offer a natural, mercial agenda – as well as their duty of care. poised to impact everything about the way drug-free remedy for asthma, sinusitis, hay Meanwhile, our ability to collect and we live our lives, from the products we buy fever and other respiratory illnesses. analyse big data about health will deliver to the places we work and play.O

60 Read Spa Business online spabusiness.com / digital Spa Business 1 2014 ©Cybertrek 2014 13-14 April 2014 Olympia | London Where luxury beauty meets the natural world

This show should be a vital date in the calendar for anyone in the beauty “industry. A great place to discover all the latest natural beauty products”

SHEVEVINA VICTORIA, BOILAGE/L’OREAL

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TOP DIVISION

PKF-HR’s latest research shows that US hotel spa revenue is growing more than other department revenue – a notable achievement. Lead researcher Andrea Foster explains why

ue to it historical stigma as a Table 1: Hotel spa revenue continues to recover (US$ PAR) luxurious amenity, spa rev- 2006 2007 2008 2009 2010 2011 2012 enue initially lagged behind Change in Hotel RevPAR 8.7% 6.0% -1.0% -18.7% 5.3% 7.1% 6.3% the growth of other revenue Change in Hotel F&B Revenue 6.9% 5.0% -3.0% -19.5% 5.6% 5.2% 2.5% sources of US hotels during D Change in Hotel Spa Revenue 9.7% 4.3% -6.7% -19.4% -10.5% 8.4% 5.0% the early recovery stages from the economic downturn. But in a signiﬁcant shift, PKF Hospitality Research (PKF-HR) has found that spa revenue is now growing at a pace equal to, or greater than, most other Spa department revenue revenue, the second largest source of revenue non-guestroom amenities and services. The 2013 edition of Trends® in the Hotel for most hotels. In addition, spa revenue per As the US hotel industry picks up pace – Spa Industry, by PKF-HR, was based on 125 treatment room per day (RevPATR) averaged PKF-HR is predicting a 6.6 per cent increase properties in the US. It shows that in 2012, spa 2.5 times higher than the host hotels’ revenue in average RevPAR in 2014 – the future for department revenue increased by 5 per cent per available guestroom (RevPAR). Not bad spa departments looks even more promising. (see Table 1). This compares favourably to considering treatment rooms are typically But how has the division fared so far? the 2.5 per cent increase in food and beverage one-third smaller in size than guestrooms. The increase in spa department revenue in 2012 is a trend PKF Consulting anticipated as there’s been a notable move towards wellness in the US, speciﬁcally taking better care of oneself for improved health and quality of life, of which spas are an important part.

Urban vs resort While revenue in both urban hotel (+7.2 per cent) and resort (+3.8 per cent) spas increased in 2012, each achieved their growth in different ways. Urban hotels were able to attract more guests for spa services, as well as increase prices. The net result was a very attractive 16.3 per cent per occupied [hotel guest] room (POR) increase in total spa revenue at urban hotels. Resort hotels, on the other hand, suffered a 10.8 per cent decline in total spa revenue measured on a POR basis. With occupancy levels at resorts rising by 2.4 per cent, it can be assumed that resort spa managers struggled with the pricing of services, or were unable to up-sell extra treatments to the newly captured hotel guests. Up-selling extra Massage, skincare and body work treat- treatments and pricing ments continue to generate the most revenue has been a barrier for at hotel spas (see Graph 1). Combined, these growth in resort spas services represented 72.6 per cent of total spa revenue and grew by 4.7 per cent in 2012.

SHUTTERSTOCK.COM/RACORN While these core spa services grew in 2012,

62 Read Spa Business online spabusiness.com / digital Spa Business 1 2014 ©Cybertrek 2014 Average revenue per treatment room a day was 2.5 times higher than the host hotel’s RevPAR SHUTTERSTOCK.COM/POZNYAKOV

salon service revenue declined by 0.1 per cent. Graph 1: Select hotel spa revenues – change from 2011 to 2012 It’s a challenge for hotel spas to compete with 5.0% local hair and nail salons on price and loyalty. Total departmental revenue Data from the 2013 spa Trends® report Massage 4.6% indicates that hotel spas continue to seek Skin care / body work 4.9% customers from the local community to Salon services -0.1% supplement revenues from guests at the Daily facility use 9.9% property. The combined revenue from 9.1% facility use and membership fees, ﬁtness Fitness and personal training and personal training and health and Health and wellness 0.0% wellness services, such as wellness coaching Membership fees 13.1% and nutritional consultations, increased Retail 6.6% by 4.6 per cent in 2012. These are revenue sources which are most frequently associ- -2% 0% 2% 4% 6% 8% 10% 12% 14% ated with local patrons. Consistently over the last few years, approximately two-thirds of demand at hotel spas comes from hotel guests and the remaining one-third is 5 per cent in 2012, total spa department Labour costs are the single greatest generated from members and local patrons. expenses rose by 5.2 per cent. Accordingly, expense for spa departments. The combined Spa managers were also successful at spa department profit margins declined cost of salaries, wages, bonuses and payroll- increasing the purchase of spa merchandise slightly from 21.6 per cent in 2011 to 21.4 per related expenses (beneﬁts) equaled 58.6 per and clothing. Retail revenue for hotel spas cent in 2012. With not as much of an increase cent of total department revenue in 2012, or grew by 6.6 per cent in 2012. in volume, it’s not surprising that depart- 74.5 per cent of total departmental expense. ment expenses grew less at resort hotels (+4.1 Because of the high levels of personal ser- Increasing expenses per cent) compared with urban hotels (+7.1 vice required at spas, it’s not surprising that While growth in revenue is certainly per cent). Like all operated departments in labour costs increased by a relatively strong welcome news, the increase in business a hotel, total department expenses do not 5.7 per cent from 2011 to 2012. Similar to all volume also carries with it an increase in include overhead costs such as administra- department heads in hotels, spa managers expenses. Although spa revenues grew by tion, marketing, maintenance and utilities. are concerned about the less controllable

Spa Business 1 2014 ©Cybertrek 2014 Read Spa Business online spabusiness.com / digital 63 RESEARCH: HOTEL SPAS

Payroll-related expenses (beneﬁts) in the spa are 6.8 per cent lower than the hotel average SHUTTERSTOCK.COM/ANTONIODIAZ

benefits component of labour costs. During growth will be dependent on their ability to: The broader aspect – wellness – is expected 2012, payroll-related expenses increased by Q Convert more hotel guests to spa patrons to become somewhat less directly correlated 8.2 per cent while salaries, wages and bonuses Q Increase the price of spa services to the economy than spa. In the US, more grew by 4.9 per cent. Q Raise the number of treatments per guest people are moving toward a greater under- Fortunately for hotel spa operators, Q Attract greater numbers of local patrons standing of the short- and long-term value several (if not most) spa therapists work of taking care of oneself. As this happens, as independent contractors and are not In a low inflationary and uncertain eco- guest expectations at hotels, restaurants, spas necessarily eligible to receive a full package nomic environment, raising prices will be a and the like are expected to shift towards of benefits. Payroll-related expenses in hotel challenge. Therefore, educating and expos- wellness-oriented experiences. Locations spas averaged 22.8 per cent of total labour ing travellers to the benefits of spa services and brands that have moved toward a more costs in 2012 compared with an average of from a wellness perspective will be a key to wellness-focused experience will be ahead 29.6 per cent for all hotel employees. success in the future. of the curve and better positioned to capture Despite the decline in department profit the demand and related benefits, as a result. margins, hotel spas were able to achieve On the horizon With strong demand levels and limited growth in departmental income. In aggregate, There’s been much discussion about whether supply growth projected, lodging increases spa department profits increased by 4.2 per the addition of a spa to a hotel results in a in the US are expected to remain above long- cent in 2012. Achieving greater revenue higher average daily rate (ADR). It’s been run averages for the next few years. There’s growth, urban hotel spas were also able shown that hotels with spas often have a no better time for spas to market the many to enjoy more growth on the bottom-line higher ADR than hotels without spas, however benefits of their wellness experiences on-site compared with resort hotel spas. a causal relationship is inconclusive. Simi- so that more of these hotel guests can become larly, there’s discussion as to the occupancy spa guests too. O Guest conversion needed impact that a spa has on a hotel. Based on To purchase the full 2013 edition of According to the September 2013 edition of travel agent survey data, sourced by Spafinder PKF-HR’s Trends® in the Hotel Spa PKF-HR’s Hotel Horizons® forecast report, Wellness and presented in its article in PKF’s Industry visit www.pkfc.com/store occupancy levels for hotels in the luxury spa Trends® report, spas do generate travel and upper-scale tiers, in which the major- demand. So it can be concluded that spas do Andrea Foster is vice-president ity of hotel spas operate, will remain above contribute to the occupancy level of the hotels and national director of spa 70 per cent through 2017. This minimises the in which they are located. But is it just the spa & wellness consulting, for potential for significant increases in guest facility itself, or is it a broader spa and well- PKF Consulting USA. counts in the years to come. Therefore, the ness experience, that drives hotel occupancy Email: [email protected] opportunity for hotel spas to achieve future and, potentially, room rates? Tel: +1 617 330 8189

64 Read Spa Business online spabusiness.com / digital Spa Business 1 2014 ©Cybertrek 2014

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The original property opened in Karuizawa, central Japan, in 1914

The Hoshino Resort Company YOSHIHARU opened its ﬁ rst onsen inn a century ago, but in the past two decades the business has grown HOSHINO and changed beyond measure. Fourth-generation president Yoshiharu Hoshino explains why the Japanese onsen industry must move with the times

n Japan, bathing in hot springs is a centuries-old passion. The practice of peeling off clothes, washing the body and then immersing it in bubbling hot spring water is every bit as popular today as it was in the I12th century, when records show that the ﬁ rst onsen (hot spring) resorts were established. The nation’s obsession with onsen as an aid to health and relaxation is largely due to geology. Japan has over 100 active volcanoes and a long history of earthquakes, the upside of which is 3,100 hot springs scattered across the country. Over the years, resort towns with both public baths and onsen-ryokan (small inns with hot springs) have developed in these locations, making the onsen a staple of Japanese domestic tourism, not to mention increasingly popular with overseas visitors. To the Japanese going to the onsen is an experience that embodies the very best of what their country has to offer. “Onsen resorts are extremely precious cultural assets,” says Yoshiharu Hoshino, president of Hoshino Resorts Inc, a 100-year-old onsen Under Hoshino’s resort operator that now has 32 luxury guidance the family properties across Japan. “They feature business has grown excellent food, relaxing hot springs baths from one to 32 resorts and top-notch customer service.” Yet despite the enduring popularity of hot spring bathing, onsen resorts themselves

68 Read Spa Business online spabusiness.com / digital Spa Business 1 2014 ©Cybertrek 2014 Onsen resorts feature the best in Japanese architecture, cuisine and customer service

have had a challenging couple of decades. Although the capacity of western-style hotels versus onsen-ryokans is comparable – 800,000 rooms across 9,629 hotels versus 764,000 rooms across 49,906 ryokans – the number of onsen-ryokan rooms has declined over the last 20 years. A key factor in this, says Hoshino, has been resistance to change: “There’s not been enough innovation,” he explains. “There’s such a long tradition in our industry and our fathers are very stubborn… we haven’t made the changes [needed].” However, his company has undergone sweeping changes since he inherited a single site – the Hoshino Onsen Resort in Karuizawa, central Japan – from his father in 1991. Not only has he rapidly expanded the family business, he’s also modernised resorts and Using naturally hot waters for health and relaxation is a centuries-old passion in Japan brought the model ﬁ rmly into the 21st century.

LONG HISTORY he knew it was time to make some changes. move, Hoshino also developed a unique chain The company was founded in 1904, when “In the late 1980s, Japan was in the midst of of Japanese-style onsen under the brand name the current president’s great-grandfather, a bubble economy,” he explains, “and there Hoshinoya, while taking on more management Kuniji Hoshino, started a forestry business were many new entries in the resort sector.” contracts for standalone properties. in Karuizawa. The area was just developing Faced with growing competition, Hoshino In 2004, the original Hoshino Onsen Resort as a holiday destination, and in 1914 Hoshino decided there was strength in numbers and was renovated and rebranded as Hoshinoya opened a hot spring resort. The facility expanded the company through operations. In Karuizawa. Hoshinoya Kyoto and Hoshinoya attracted many intellectuals, as well as those 1995, Hoshino Resorts Inc opened the Hotel Okinawa (a new build) followed in 2009 and interested in the region’s rich wildlife. Bleston Court, also in Kaurizawa, before 2012 respectively. The more contemporary For years, the resort thrived. But when taking over the management of three other style properties range in size from 25 rooms Yoshiharu Hoshino took over the business, resorts between 2001 and 2004. In a strategic (Kyoto) to 77 rooms (Karuizawa).

Spa Business 1 2014 ©Cybertrek 2014 Read Spa Business online spabusiness.com / digital 69 INTERVIEW: YOSHIHARU HOSHINO

With ﬁerce competition and foreign capital being pumped into the [hospitality] industry, there’s a limit to how long individual resorts can stay independent

In 2011, the company opened four traditional or modern; they all serve locally authentically Japanese. But no less important properties under a second brand, Kai – prepared, beautifully presented Japanese is the way that it’s adapted the traditional traditional-style ryokans, all with fewer than cuisine; and they all take great pride in onsen-ryokan model to better suit the needs 50 rooms. There are now 10 Kai resorts and delivering ‘omotenashi’, the buzzword of of its current customers. the ultimate aim is to have one in every onsen the candidature speech for the 2020 Tokyo Onsen-ryokan, for example, usually charge location in the country. The final brand to be Olympic Games, which can be loosely by the package, rather than the room, and developed was Risonare, targeting the family translated as ‘selfless hospitality’. traditional programmes have rigid meal market, of which there are currently three. To be competitive in a changing market, times for breakfast and dinner every day. The decision to concentrate on branded however, Hoshino has, from the outset, been While Hoshino resorts are still based on operations was driven by the recognition keenly aware that onsen resorts need to mod- accommodation packages, guests can choose that there’s more leverage with a chain. ernise – and not just for foreign visitors. “The meals and mealtimes to suit their own tastes “Because the number of [ryokan] guest rooms younger generation in Japan is used to western- and schedule. What’s more, sleeping arrange- is declining, the cost advantage is minimal,” style living and now feels some discomfort and ments have also been brought up to date: says Hoshino. “With fierce competition and inconvenience when staying in traditional while traditional tatami rooms with futons foreign capital being pumped into the [hos- Japanese inns,” he says. “So my job has been are available, most Hoshino resorts now offer pitality] industry, there’s a limit to how long to transform these old-style onsen-ryokan – western-style beds too. individual resorts can stay independent.” while maintaining the important elements – so Another change concerns ‘traditional modern Japanese and international guests can tipping’, which Hoshino has banned; while CHANGING TIMES enjoy staying more frequently.” tipping is not customary in Japan, ryokans Notwithstanding these developments, the One way the company does this is to make have always been the exception to this company has remained true to its heritage a significant investment in the renovation rule, due to the level of personal attention by respecting four key elements in its opera- of every newly acquired property, in close that guests receive. Finally, the company tions, says Hoshino: in addition to natural consultation with leading architects and has invested in English-speaking staff and hot springs, all Hoshino resorts incorporate designers, to ensure the environment developed an English-language website to Japanese architecture and design, either appeals to modern travellers while remaining better cater for overseas guests.

Western-style beds (below right) are now offered as well as futons; customer service (left) and eco-friendly activities are closely monitored

70 Read Spa Business online spabusiness.com / digital Spa Business 1 2014 ©Cybertrek 2014 The company raised US$100m when it ﬂ oated on the Tokyo Stock Exchange last year

BUSINESS SHAKE-UP is the use of regular surveys to assess and raise Next year is another big year for Hoshino. For Hoshino, however, modernising the customer satisfaction levels, while empower- As well as continuing to roll out the Kai onsen-resort industry in Japan involves more ing staff to make autonomous changes. The brand, the company will open not only than renovating the physical structures and second is the optimisation of reservation Hoshinoya Fuji but also its fi rst overseas overhauling the customer experience, crucial channels, no longer depending solely on resort, Hoshinoya Bali, which will be a though these are. Ensuring that the industry customer phone calls and local travel agencies, departure from its typical model. “Just as not only survives but thrives in a competitive but also utilising the resorts’ websites, online ryokans stay true to Japanese methods rather global marketplace also requires a complete travel providers and foreign agencies. The than copying their western counterparts, our shake-up of the underlying business practices. third strategy is the dramatic improvement resort in Bali will incorporate traditions that The company measures the success of the of labour productivity across the group, by the Balinese take pride in,” says Hoshino. resorts in three key areas – customer satis- improving working conditions, upskilling staff Although he won’t reveal details, Hoshino faction, operating profi t and environmental and ending the industry’s traditional reliance confirms that the company is looking at burden – and numbers are taken seriously. on temporary workers and external contracts. opening resorts in other areas of Asia. The goal for operating profi t is 20 per cent, Having developed a new and viable Meanwhile, in 2016, the company will open while customer satisfaction is based on an business model for the onsen resort industry, its fi rst city resort in Tokyo, with plans for internal assessment. For environmental Hoshino last year took this to the next stage more in other major cities of the world. burden, the aim is to reach 24.3 points (out by creating a Real Estate Investment Trust As for why it is so important for the of a maximum of 25), as determined by the (REIT) – Hoshino Resorts REIT Inc – and company to have an urban presence, Hoshino Green Purchasing Network – a Tokyo-based listing it on the Tokyo Stock Exchange. With a explains: “Hospitality is a major part of organisation that measures eco-friendly clear aim of enabling investment in Hoshino Japanese culture. In big cities the world over, operations. While none of the resorts have resorts while also delivering stable profi ts, Japanese products and services stand out. If reached all three targets simultaneously yet, the REIT raised JPY10.2bn (US$100m, €73m, someone is considering a new car, they have “the vision of [achieving this] is upheld as £62m) in its initial public offering. It has the option of a Japanese car; if someone is the benchmark of all managerial decisions,” since gone on to buy six of Hoshino Resorts considering what to eat for dinner, they have according to the Hoshino resort website. Inc’s owned resorts for JPY15bn (US$147m, the option of Japanese food. In the same way, Included in this is the consistent applica- €108m, £90m), with a view to eventually we want to give people considering resort tion of three operational strategies. The fi rst acquiring all of its branded properties. lodging a Japanese choice.” O

Spa Business 1 2014 ©Cybertrek 2014 Read Spa Business online spabusiness.com / digital 71 A CRAFTSMAN PROMOTION

Craftsman partners Rockliff e Hall at every stage of success

Adapting and expanding changing provision ensures this ﬁ ve-star hotel, spa and golf resort can continue to match member and visitor expectations

n the north-east of England, Rockliffe investment by entrepreneur and owner Steve Spa director Liz Holmes feels Hall hotel, spa and golf resort offers a Gibson to convert a derelict mansion near Craftsman’s high-end changing facilities fi ve-star destination embracing wellness Darlington into a top-fl ight leisure destination and service match the top-fl ight programmes, residential memberships incorporating a fi ve-star hotel and spa, an off ering at Rockliff e Hall and spa days that complement each 18-hole golf course and exclusive spa. Iother perfectly, says spa director Liz Holmes. The company returned two years ago “A membership base of 750 ensures a lively is only available at Rockliffe Hall,” Holmes to upgrade the female changing facilities class programme and supports excellent says. “The 90-minute session uses the as demand grew, installing further three- facilities, while day visitors drive a separate vibrational sound from Tibetan bowls in quarter length lockers more suitable for yet integrated revenue stream,” she explains. what is a Tibetan medical tradition to remove robes and long coats. So successful is the spa that revenue is tension, help relieve stress and ease joint Now arguably the largest spa in the region, coming in line with that of the 61-bed hotel, and muscle pain.” Rockliffe Hall once again called in Craftsman which itself won fi ve red stars last year, one The resort’s stress management and medi- to prepare for the next stage of expansion as of only 10 hotels outside London to achieve tation courses are also proving extremely the resort builds on its reputation and experi- the coveted accolade. popular, she reports. ences yet another period of unprecedented Treatments such as the Tibetan Sound growth. “As we drive forward spa day and Massage, introduced last summer, continue Long-standing relationship treatment revenue, it’s crucial to ensure to place Rockliffe Hall at the forefront of spa Craftsman installed male and female chang- that the scale of our changing facilities can innovation. “The Tibetan Sound Massage ing rooms when Rockliffe Hall opened four cope comfortably with our rising popularity,” has become our signature treatment and years ago after a £65m-plus (US$106m, €78m) Holmes stresses.

72 Read Spa Business online spabusiness.com / digital Spa Business 1 2014 ©Cybertrek 2014 As we drive forward spa day and treatment revenue, it’s crucial to ensure that the scale of our changing facilities can cope comfortably with our rising popularity

Working with customers in a locker sited alongside the exercise area, Craftsman has worked closely with Last autumn, Holmes worked closely with adding another level of convenience and Rockliff e for more than fi ve years, Craftsman to meet a brief to enlarge and adapt reassurance.” Holmes says. enlarging and improving changing the female changing facilities, reconfi guring “When I arrived here fi ve years ago, the facilities as the spa has expanded them to prepare for the expected upsurge in 20m swimming pool and 11m hydro-pool demand as Rockliffe further expands its range were just holes in the ground,” Holmes recalls. of heat experiences. It fi tted further lockers, system, lockers open automatically overnight. “The period since Rockliffe Hall opened has cubicles and bench seating together with a Holmes adds: “The switch to digital locks proven that spa is no longer just an add-on new keyless digital locking system to remove ensures we provide a tighter level of security leisure experience but is a sustainable and the need for spa and hotel guests to carry a for both members and visitors.” thriving business model in its own right. O locker key during their visit. Holmes also worked closely with Crafts- “We were keen to ensure that every guest man’s managing director John Gibbs to and member could enjoy equal use of the provide additional holdall lockers in the To discover how to create changing lockers,” Holmes explains. “Some 80-90 gym itself for those members who come to provision that matches the needs per cent of those using the spa are female work out and then go back home to shower and expectations of your members and some members, anxious to keep their and change but who also wish to stow away and day visitors, contact John Gibbs: own locker, took their key home with them over-jackets, keys, phones and iPads while Tel: +44 (0)1480 405396 overnight. On busy spa days as many as 20 they work out. Email: [email protected] lockers could be out of action for day visitors “These members can exercise safe in the Web: www.cqlockers.co.uk and hotel guests. Under the digital locking knowledge that their valuables are secure,

Spa Business 1 2014 ©Cybertrek 2014 Read Spa Business online spabusiness.com / digital 73 MYSTERY SHOPPER

Yunomori Onsen & Spa

In its inaugural year, Thailand’s ﬁrst Japanese onsen has become a busy, popular facility. But how has it coped with introducing the Oriental tradition of naked bathing in a conservative culture? Lee David Stephens pays a visit

The background with carbon dioxide which, Yunomori claims, Yunomori mixes Japanese design and If Bangkok had a ‘Japan Town’ it would be helps with micro-circulation and general facilities with traditional Thai treatments the area around the Phrom Phong sky train wellbeing. All water has been imported from to appeal to Japanese expats in Bangkok station. This busy part of Thailand’s capital Ranong hot springs in southern Thailand and locals looking for something different is home to a large number of Japanese expats and is filtered on-site. and Oriental establishments catering to their The first floor is dedicated to a more local tastes. It made sense to Thai entrepreneur Location and access offering – it has 15 simple Thai massage Smith Mekaroonkamol that an onsen – a The two-storey building sits off Rama IV road rooms, with tatami floor mattresses, and traditional Japanese bathing facility with in A-Square, a complex of boutique shops oil massage rooms with treatment tables. sequences of hot springs/pools – would and restaurants which is easily accessed by There’s also the separately operated Bino- work well there. But it could also be risky: train, the underground or by driving. mori Beauty Clinic where semi-invasive while stripping naked for communal bathing anti-ageing procedures are performed (albeit only with people of the same gender) The offer alongside more simple hands-on facials. might not be unusual to the Japanese, it The ground floor of Yunomori features the Other facilities on-site include Gastronom would be alien Thai people who are naturally separate male and female onsen compris- – a bistro/bakery café which serves light conservative. Despite potential challenges, ing an impressive array of seven different snacks, deserts (think macaroons) and coffee; Mekaroonkamol invested a reported THB70m bathing and thermal experiences. The circuit and Dontaku – a Japanese restaurant offering (US$2.1m, €1.5m, £1.3m) to create Yunomori starts with a soda bath which uses a specific a gamut of hearty, casual Japanese cuisine Onsen & Spa which opened in September 2012. Mitsubishi carbonator to infuse the water from sushi and saké to bento boxes.

74 Read Spa Business online spabusiness.com / digital Spa Business 1 2014 ©Cybertrek 2014 The massage was the least favourite part of the experience for our mystery shopper

Spa Business 1 2014 ©Cybertrek 2014 Read Spa Business online spabusiness.com / digital 75 MYSTERY SHOPPER

The spa has a distinct Japanese design with simple, minimalist clean lines

Yunomori is a mid-range, affordable facil- What I liked most about Yunomori is that VITAL STATISTICS ity. The entrance fee to the onsen is THB450 it’s not a showcase facility where you might (US$14, €10, £8.30), while a 60-minute Thai be afraid to make a mess. It’s busy, functional Address: A-Square, 120/5 massage starts at THB350 (US$10.60, €7.70, and clearly very popular. £6.50) – a lower price indicative of a satu- Soi Sukhumvit, 26 Klongton, rated market where massage is available on Design Klongtoey, Bangkok every street corner in one guise or another for As soon as you enter Yunomori, the distinct Opening hours: as little as THB250 (US$7.60, €5.60, £4.60). Japanese design – simple, minimalist clean 10:30am to midnight The offering and price point appeals to lines – suggests guests are in for a treat. The Tel: +66 2 259 5778 two types of consumers. It’s a necessity to look is not uncommon in contemporary Web: www.yunomorionsen.com the Japanese residing in Bangkok who see Bangkok, but it’s taken to the extreme on the onsen as an essential part of daily life: a the second ﬂoor which felt somewhat insti- place to hangout and socialise. On the other tutionalised rather than Zen-like. The experience hand, it attracts Thai nationals who want to Unfortunately after 14 busy months, there I arrived at Yunomori with no appointment, try something different. When I was there, were some signs of wear and tear around the but was dealt with promptly and politely. there was an even split between the sets, with facility. There were parts of the ceiling in the With only six options, the treatment menu is a smattering of other Caucasians. onsen where the paint was peeling off. The limited. I went for one of the packages which shower heads were clogging up and some comprised an hour in the onsen followed WHAT’S THE SCORE? shower hoses should be replaced. by a 45 minute body scrub and an hour’s oil Also, I couldn’t see where the onsen was massage for THB 1,850(US$56, €41, £34) equipped to accommodate guests who may Within 10 minutes, I was soaking away Ease of booking: 8 have physical disabilities. the stress of Bangkok in the onsen which is Facilities: 7 recommended prior to any treatment. There Cleanliness/maintenance: 7 Cleanliness was certainly a community feel with groups Staff: 6 There were hordes of attendants and staff of two or three people quietly chatting among Experience/treatment: who made sure the dirty linen hampers were themselves and this is something which Onsen: 8 kept empty and the wet ﬂoors were quickly modern spas with all-inclusive private suites Treatment: 4 dried. There was dust in a few places, but don’t have. However, this did compound Value for money: 9 mostly the spa was spotless and I wasn’t the language barrier – my lack of Japanese Overall experience: 7 left doubting any hygiene issues even in the (and Thai) left me feeling somewhat isolated. communal bathing area. Even before that, I was shown through to

76 Read Spa Business online spabusiness.com / digital Spa Business 1 2014 ©Cybertrek 2014 Personalization is the new Expectation.

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To overcome language and cultural barriers, animated signs on how to use the onsen are posted on walls and are also featured on the website

The onsen begins with an invigorating shower (below); the facilities (above) were impressive

the onsen by a series of pointing people with Next onto the treatment. Although the Yunomori. My massage and scrub were little explanation of what the facility included. receptionist who I first met spoke very merely mediocre and even though it was mid- Thankfully, animated signs on the wall (in good English this was not the case with my December, I found the Christmas massage Thai, Japanese and English) explained what I therapist. This is not uncommon in Thailand, music disturbed the Zen atmosphere. should (and should not) do during my onsen. but unfortunately it did mean that I missed Having said that, the entire experience It was amusing to watch the shy Thai patrons out on choosing my preferred type of body instilled a feeling wellbeing and before leav- mixing with the unabashed Japanese bathers. scrub (there were four options by product ing I treated myself to some tuna sashimi They eventually stopped trying to cover up house Thann) as my therapist didn’t know and a cold shake in the Japanese restaurant. with the small 25x25cm modesty towels and how to ask me – so he simply decided himself. What was meant to be only a two-hour visit, succumbed to the heat from the baths which He did let me chose my favourite massage oil, turned into a five-hour journey and that night ranged from 37˚C to 42˚C. After a vigorous but without any explanation of the benefits I slept like a baby. shower, I enjoyed the invigorating soda bath of each, and I chose a traditional scented oil followed by other hot tubs, ice baths, whirlpools that resembles Sandalwood. Summary and a steamroom and sauna. I particularly Thai therapists have an innate skill for Yunomori’s business model certainly makes loved the traditional teak tubs that were massage which can leave you on cloud nine sense – this a luxury offering which also infused with fragrant herbs. The overall effect but it can also sometimes feel slap-dash serves as a functional requirement. While was a sensation of never feeling so clean. and unsequenced which was the case at tourist visitors will ebb and flow, there will always be a demand from the Japanese resi- RIGHT TO REPLY: SMITH MEKAROONKAMOL, OWNER dents. The fusion of cultural therapies wasn’t jarring but neither did it gel particularly well. Thank you for your honesty. As most of our customers are repeat visitors and we regularly Overall, it left me with a longing for more of receive positive comments, we were surprised at the low score for our massage. We spend a a Japanese experience.O large amount of time training our therapists to reach a high standard. Unlike many places, all of our therapists are full-time and their shifts are only nine hours (they can be up to Lee Stephens is general manager 15 hours). People have different ideas of what a good massage is (and we welcome more of MSpa International detailed feedback), but we accept the comments and will continue to improve our quality. Email: [email protected] Twitter: @leedst

78 Read Spa Business online spabusiness.com / digital Spa Business 1 2014 ©Cybertrek 2014 Education Standards Innovation

Gain access to this lucrative market and unlock a world of opportunities

18-20 September 2014 Challenger 1, IMPACT Exhibition Center Bangkok, Thailand

The 3rd World Spa & Well-being Convention (WSWC 2014) organized by the Thai Spa Association, returns in September 2014, with even more high-lights. 3 day trade exhibition and a 2 day congress.

With a theme of Education, Standards & Innovation, World Spa & Well-being Convention is setting new standards for the spa and well-being industry, helping to strengthen the industry for the future.

WSWC 2014 is held in conjunction with Beyond Beauty ASEAN-Bangkok. The collaboration will combine the best of beauty event and spa & well-being event under one-stop international platform for the first time in Southeast Asia.

For more information, please contact Mr. Janz Ng Jianwei +66 (0) 2833 5126 [email protected], [email protected] www.worldspawellbeing.com facebook/WorldSpaandWellbeingConvention

Organized by: Co-organized by: Managed by: Held in conjunction with: NUTRITION & HEALTH

SWEET TRUTH

A spoonful is said to help the medicine go down – but according to a growing body of research, sugar may in fact be the key culprit behind the current global epidemic of obesity and chronic disease

RHIANON HOWELLS, CONSULTING EDITOR, SPA BUSINESS

ugar. Whether you add it to your called for governments to regulate sugar-rich THE CASE AGAINST SUGAR tea, sprinkle it on your cereal or products through measures such as taxation, So should sugar really be the primary tar- devour it in desserts, there are few sales restrictions and age limits. get in the fi ght against obesity and chronic Sof us who can entirely resist it. We Indeed, an increasing number of leading disease? And if so, why? The most obvious know it’s not good for our teeth scientists on both sides of the Atlantic are argument is one few people would challenge: or our waistlines, but it tastes so nice that concurring on this one fact: beyond merely it’s high in calories and has little nutritional we tell ourselves it can’t really do us much adding calories, sugar is also a toxin that is value. “I think it’s hard to mount a specifi c harm – after all, it’s not as high in calories seriously damaging our health. case against sugar except in so far as it con- or as likely to clog our arteries as fat, is it? But what’s all this got to do with health- tributes to obesity,” says Dr Susan Jebb, head Last month, headline news in the UK focused business such as spas and fi tness of diet and population health at the Medical labelled ‘sugar as the new tobacco’ as clubs? According to Phillip Mills – CEO of fi t- Research Council (MRC) Human Nutrition supermarkets were urged to cut the amount ness fi rm Les Mills International (see SB08/3 Research unit in Cambridge, UK. “But in a of sugar they use. But this isn’t the fi rst time p100) and author of Fighting Globesity – the country where two-thirds of adults are over- sugar has received bad press. In February answer is: absolutely everything. He feels weight or obese, we need to eat fewer calories 2012, three American scientists led by Robert gyms, spas and other wellness-focused while maintaining our intake of essential Lustig, a top endocrinologist and professor facilities are well-placed to help tackle the micronutrients. That inevitably implies cut- of clinical paediatrics at the University of problem. “If we really want to provide a ting back on those items which add calories California, published an article in the journal solution to the terrible health crisis, we have but few micronutrients – and this puts sugary Nature, blaming sugar not only for the global to take on the food side of things – we can’t products high on the list of targets.” obesity epidemic but also for a whole host just be places where people come to run on Lustig’s case against sugar, however, is of non-communicable chronic diseases. He a treadmill,” he says. “Tackling this issue is built on far more than the ‘empty calories’ compared its effects to those of alcohol, and both a responsibility and an opportunity.” argument. To quote the Nature article: “A

80 Read Spa Business online spabusiness.com / digital Spa Business 1 2014 ©Cybertrek 2014 SHUTTERSTOCK.COM/BIKERIDERLONDON

Could wellness-focused industries work with the food sector to promote healthier options?

growing body of scientifi c evidence is show- beet is the additive of choice. But what both Nor does the case against sugar end there. ing that fructose [a sugar molecule found in have in common is a high level of fructose Many experts point to the sweet stuff’s addic- sweeteners added during food processing] (55 per cent in HFCS and 50 per cent in tive qualities, which some studies have shown can trigger processes that lead to liver toxic- sucrose) and a ubiquity of which most of us to be similar to those of nicotine and heroin. ity and a host of other chronic diseases. A are blissfully unaware. Researchers at the National Institute for little is not a problem, but a lot kills – slowly.” Lustig and co’s concern with fructose Physiological Sciences in Japan, for example, Fructose in itself is not inherently is not its calorie content, but the way it is found that when mice anticipate a sugary unhealthy. It is, in fact, commonly found in metabolised within the body. Unlike glucose, treat, their brains release a chemical called fruit where, surrounded by fi bre, it digests fructose is metabolised almost entirely by the orexin. This triggers the body to use up any slowly and helps keep blood sugar stable. liver, where it is converted into glucose and sugar already in the bloodstream to pave the The problem lies with the fructose in the other sources of energy. However, studies way for the expected infl ux. But if the sugar refi ned sugars so liberally used by today’s have shown that when fructose is consumed is not forthcoming, energy levels dip and big food manufacturers, not only in cakes, in large quantities, our liver struggles to cope, powerful cravings follow. chocolate and soft drinks, but also in staples leading to many of the problems associated Lustig and his allies also highlight the such as bread and breakfast cereal to cheese with metabolic syndrome: hypertension, effect of sugar on appetite controls. In and sausages – including, ironically, many infl ammation, build-up of abdominal fat, short, they argue that the negative impact low-fat items marketed as health foods. abnormal fat levels in the blood, insulin of too much fructose on our body’s insulin- In the US, the number one sugar additive resistance, and glucose intolerance. Left producing mechanisms interferes with both is a mass-developed product which is called unchecked, it all points in one direction: production of the hormone leptin, which tells high fructose corn syrup (HFCS), while in chronic disease, ranging from non-alcoholic us when we’re full, and suppression of the the UK and most other developed countries, fatty liver disease and type 2 diabetes to heart hormone ghrelin, which tells us when we’re sucrose extracted from sugar cane or sugar disease and stroke. hungry. The end result? We can’t stop eating.

Spa Business 1 2014 ©Cybertrek 2014 Read Spa Business online spabusiness.com / digital 81 NUTRITION & HEALTH SHUTTERSTOCK.COM/ART ALLIANZ/AFRICA STUDIO

The problem is reﬁ ned fructose that’s found in fast foods and – ironically – many low-fat items

If facilities are to become a hub for advice, they’ll need to look at their own food and beverage off erings

A STRATEGIC RESPONSE To become partners, food manufacturers number of fast-food outlets and stores in low- Stacked up like this, the arguments for target- must sign up to at least one of a number of income communities and around schools; ing added sugar in the battle against obesity pledges. These range from clearer calorie- restricting sales of sugary products during and chronic disease certainly seem compel- labelling, to helping to reduce overall calorie school hours; setting a lower age limit of 17 ling. But what, if anything, can we do about it? intake through steps such as product/menu on the purchase of such products; banning Jebb remains unconvinced that sugar reformulation, reviewing portion sizes, edu- TV advertising of such products to children; should be singled out for attention. “Obesity cation and shifting their marketing focus to and introducing a ‘sugar tax’ on all foods is caused by eating more calories than you lower-calorie options. Companies signed up containing added sugar. need: you can’t generalise and say it’s caused to date include big names such as Coca-Cola, In the US, there have been numerous by one type of calories more than another,” Mars, Nestlé and Subway, all of which have attempts to introduce these kinds of meas- she says. “Plus other conditions sometimes made specifi c commitments to cut and cap ures though almost all have come to nothing attributed to sugar, such as diabetes, are a calories across a range of products. when faced with the vast lobbying power of consequence of obesity.” She is, however, very Dave Stalker, the CEO of fi tness body ukac- ‘Big Food’. In early 2012, however, anti-sugar much in favour of reducing the population’s tive, feels that the fi tness and food industries advocates in the US gained a small but signifi - overall calorie intake, to which sugar is can work more closely together. To improve cant victory when New York’s mayor Michael a major contributor – and, as chair of the their overall health profi le food manufactures Bloomberg successfully introduced a ban Food Network of the government’s Public could offer health club passes and promo- on the sale of super-sized soft drinks across Health Responsibility Deal, she believes that tions on their packaging, for example. the city. Meanwhile, in Europe, a soft drink working with, rather than against, the big Not everyone is convinced that col- tax approved by the French government is food companies is the best way to achieve this. laborating with the food industry can work, approaching its fi rst birthday. Set up a couple of years ago, the Respon- however. In the Nature article, Lustig and sibility Deal is a UK Department of Health his colleagues shun such ideas in favour of TO TAX OR NOT TO TAX? initiative aimed at encouraging businesses legislative controls that curb the availability One of the thorniest issues in the debate and other organisations to improve public of sugar in the same way as tobacco and is whether or not a sugar tax is a workable health by taking action on food, alcohol, alcohol. Their proposals include tightening idea. Mills has no doubt it’s the only way physical activity and health in the workplace, licensing requirements on vending machines forward. “If you look at tobacco, education through both their actions as employers and and snack bars in schools and workplaces; programmes and smoking bans are great, their commercial and community activities. introducing zoning ordinances to limit the but it’s tax that has made the difference,” he

82 Read Spa Business online spabusiness.com / digital Spa Business 1 2014 ©Cybertrek 2014 Providing the Perfect Spa Experience? Simple.

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The sale of sugar-heavy super-size soft drinks has been banned in New York City

While most health commentators agree that over-consumption of sugar is an issue, there’s confl ict about how to tackle the problem says. “Research shows that every 10 per cent on education. This would require “upskill- TALKING IT OVER increase in the price of cigarettes causes a 4 ing professionals [staff] so they’re able to For the time being then, the debate over the per cent drop in consumption.” give good nutritional advice, as well as on perils of sugar looks set to continue. Evi- But unlike tobacco, sugar is found in staple physical activity”. dence that sugar is indeed the single greatest items as well as junk food. And isn’t there a But can this kind of ‘nudging’ really make contributor to chronic disease appears to danger that the cost of such a tax will merely a difference when up against the Big Food? be growing. Nevertheless, there’s not yet be passed onto the consumer? “There’s a lot “We don’t have the marketing budget to a consensus on this point in the interna- of detail that needs to be looked at,” admits compete,” admits Stalker. “But we’re getting tional scientifi c and medical communities, Mills, “such as whether you tax the core a lot more press coverage encouraging people with many experts arguing that the key to ingredient or tax it at a retail level, and to make healthy lifestyle changes, and those improving global health outcomes remains what kind of levels you set in terms of sugar people need somewhere they can go to get tackling obesity through the simple content – but it’s do-able,” he says. professional guidance – not just on how to do equation of calories in versus calories out. However, not everyone accepts this argu- a press-up but also on how they can eat well.” And while most health commentators agree ment. “The evidence for food taxes is limited,” Mills adds: “It’s important to remem- that over-consumption of sugar is an issue, says Jebb. “Most data comes from modelling ber that we have some of society’s most there appears to be just as much confl ict studies, not actual experiments. These sug- affl uent and infl uential people coming to our about how to tackle the problem. gest that, if people behave in a totally rational facilities too, and that’s a very important What is certain is that these questions are way, then a tax would reduce intake, but with group to educate. If you educate these not going to go away and if the health and such complex behaviour as eating and with people, then you can also start to change wellness industry wants to be taken seriously so many choices available, it’s by no means society. They’ll not only be motivated to as a player in the modern health paradigm, it clear that the predicted effects would occur.” change their own behaviour but they can needs to be at the debating table. As Stalker also help us to lobby government.” says: “We can only become a priority sector EDUCATING THE INFLUENTIAL If fitness and wellness facilities are to by talking in the same language as the medi- But whatever the approach at a national become a hub for advice, however, they’ll cal community and that includes becoming level, what can individual wellness, spa need to take a look at their own food and more knowledgeable about nutrition.” O and fi tness operators do about any of this? beverage offerings which can, ironically, Ukactive’s Stalker believes one of the most sometimes include junk food and tempting Rhianon Howells is the consulting important steps is to alert the public to the ‘naughty desserts’ or sugar loaded supple- editor of Spa Business magazine potential dangers of sugar is to focus more ments and sports drinks. Email: [email protected]

84 Read Spa Business online spabusiness.com / digital Spa Business 1 2014 ©Cybertrek 2014

FITNESS

VIRTUAL REALITY

Virtual group exercise classes could be an ideal solution for spas which want to spice up their ﬁtness offering with minimal effort. Rasmus Ingerslev takes a look at this growing trend

RASMUS INGERSLEV, CEO, WEXER VIRTUAL

irtual exercise classes is a Other chains already trialling or running trend that’s been picked virtual classes include Anytime Fitness, up fast by health club and Health City, Holmes Place and Virgin Active. fitness operators and it’s one that could easily be HOW DOES IT WORK? implemented in spas. But The set-up for a virtual class is very straight- Vwhat is it exactly: how can it be used, how forward: you need a screen, a projector and does it work and what is its value? a computer connected to the internet that stores and runs your classes. The sound can A STRONG LOGIC run through existing audio systems. Let’s start with the why. Imagine investing Current platform providers include Fitness in 30 treadmills and turning them off for 80 On Request, Fitness On Demand, MyRide to 90 per cent of the day. It wouldn’t make (cycling only), Virtual Instructor (from sense. Yet this is what’s happening in group Cyber Coach) and Wexer Virtual. Most allow exercise studios in spas which are not used operators to either pre-schedule classes or let the majority of the time. Obviously offer- customers choose classes on-demand or offer ing group exercise classes is an extra cost to a combination of the two. take on if there aren’t enough potential cus- Installing a virtual class platform typically tomers. This is where virtual classes come costs US$3,000-US$20,000 (€2,350-€15,600, in. They can add value to a spa’s ﬁtness offer- £2,000-£13,000). There’s also a monthly ing throughout the day – guests can do the licence fee that usually ranges from US$100– classes they want, when they want, while Budget chain The Gym Group uses US$300 (€74-€221, £61-£181). operators optimise the use of the space. virtual classes because, like some spas, Surveys have suggested around two-thirds its model doesn’t allow for live classes SUBSTITUTION OR ADDITION? of new health club customers have been Judging from user feedback, group exer- inﬂuenced take up a membership because cise instructors should not feel threatened virtual classes are available throughout the from the quantity or quality of our live class about being replaced by a virtual trainer. day. And there’s no reason why they wouldn’t experience,” says David Patchell-Evans, CEO Fewer than 10 per cent of participants say be a draw for spa visitors too – whether and founder of GoodLife Fitness in Canada, they prefer video-based instruction to a live regular customers or one-off visitors who which will have virtual classes in 59 of its instructor, and most choose virtual classes want to maintain their health while travelling. 300 sites by the end of the year. “We will simply because it allows them to participate “Utilising dead space by offering classes all ultimately add something like 25,000 virtual in a class when no live options are available. day will no doubt sell additional member- classes a week across all clubs, at a minimal Indeed, statistics show that the majority of ships for us and add value without detracting cost,” he add. those who participate in virtual classes also

86 Read Spa Business online spabusiness.com / digital Spa Business 1 2014 ©Cybertrek 2014 Gaiam’s virtual class gives access to world class instruction by Rodney Yee

Virtual classes can add value to a spa’s fi tness offering throughout the day – guests can do the classes they want, when they want, while operators optimise the use of the space participate in instructor-led classes, sug- Virtual classes are already being used as gesting that people will do live classes when stand-alone solutions in budget fi tness clubs they can, and virtual classes at other times. such as The Gym Group and Xercise4Less Based on available data, the average mem- in the UK where the model doesn’t allow for ber in a health club uses a virtual class once live classes. And this would probably make or twice a week, typically a 30- to 45-minute the most sense for spas where fi tness isn’t beginner or intermediate class. Longer and/ necessarily the staple service. However, or more advanced classes are available but where the fi tness offering is more substantial, less used, suggesting that virtual classes operators are using virtual classes as ‘feeders’ Most virtual class platforms allow appeal predominantly to people who are to ultimately drive traffi c to live classes. operators to pre-schedule sessions, or either new to group exercise or who need Zumba® Fitness has recently started to let customers choose them on-demand fl exibility to fi t them in. offer Basic Steps videos to virtual content

The fact that major brands such as Les Mills Operators can exceed customer expectations by (above) and Zumba have entered the market suggests its on the brink of rapid growth adding hundreds of extra exercise classes every week – all for the price of a treadmill. Not that it’s an platforms as the videos allow people to learn the steps in preparation for a live class with either/or question, but it does put it into perspective an instructor. “Our decision to offer Basic Steps videos on virtual content platforms is consistent with our mission to make our virtual classes for more than two years, any time of the day is compelling. It’s a mas- instructors successful,” says Alberto Perlman, without a single injury reported. It’s not sive way to add value as facilities increasingly the founder and CEO of Zumba Fitness. uncommon for people to be left unsupervised become 24/7 operations.” Virtual class platforms can also be used in cardio areas or on strength machines in The virtual class system is a customer- to enhance live classes. Virtual Active most fitness studios. So why shouldn’t that focused offering that mirrors those in other features videos of iconic trails, roads, cities also be acceptable in a studio where, thanks industries – innovations such as Netflix, and landscapes to help indoor exercise such to virtual classes, people are in fact also which allows customers to watch what as group cycling into an outdoor adventure. receiving guidance from top instructors? they want, when they want to watch it, and In addition, a virtual instructor could help This calibre of trainer is another notable which is challenging the traditional cable TV support a live instructor struggling to focus selling point: virtual classes give a large providers that force viewers to follow their on individuals in a large beginners group. number of people access to world-class programme schedules. Similarly, virtual instruction and a huge variety of trainers. classes allow members to do the classes they ADDITIONAL CONSIDERATIONS want, when they want to do them. Operators A significant consideration – besides choos- FUTURE TRENDS can therefore meet, and indeed even exceed, ing a system that’s stable, well supported and Given their ability to generate value from customer expectations by adding hundreds easy to use – is content. People will want high dead space, virtual classes are likely to be of extra exercise classes every week – all quality classes, great instructors and vari- picked up by more operators going forward. for the price of a couple of treadmills. Not ety in level, duration and type of classes. For The fact that major brands such as Zumba that it’s an either/or question, but it does that very reason, Wexer is now working with and Les Mills have entered the virtual arena put it into perspective. O 15 content providers including Gaiam, Less suggests that it’s on the brink of rapid growth. Mills, YogaFit and KettleWorx. Phillip Mills, CEO of Les Mills International Rasmus Ingerslev is the CEO Some would argue that, for health and says: “Originally I was sceptical, but having of virtual exercise platform safety reasons, beginners should not do trialled a virtual product at Les Mills I’m now firm Wexer Virtual. a class without a live instructor present. a convert. Offering members the convenience Email: [email protected] However, Fresh Fitness Denmark has offered of receiving a group exercise experience at Web: www.wexervirtual.com

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*via Internet connection. TECHNOLOGY KATE CORNEY, PRODUCT EDITOR, SPA BUSINESS SPA SOFTWARE

OPERATOR CASE STUDIES PART ONE

Spas across the world tell us how they’re using software to boost their business

Jim Root

Glen Ivy picks ResortSuite

Glen Ivy Hot Springs in Corona, US, has a large variety of spa experiences including 19 pools (some thermal), red clay mud baths, 72 treatment areas, a salon and spa cuisine. It serves more than 200,000 guests, and provides over Glen Ivy needed a system 100,000 spa services, annually. that could cope with its Glen Ivy CEO, Jim Root says 200,000 annual guests ResortSuite, with its enterprise Oracle database architecture, was picked because “we needed a A downloadable app will allow guests to view their software system designed to handle the sheer scale of our itinerary, learn about diff erent experiences on-site operations as well as an integrated and book services and classes in real-time solution that could serve our guests in an efﬁ cient, streamlined and personalised manner.” The CEO adds that Resort- promotions are now very targeted Guests will also be able to opt-in Glen Ivy also has unique Suite’s effective marketing and intentional.” Engaging with for notifications for same-day, requirements in terms of guest initiatives has helped it to com- guests will be further improved on-site promotions. patterns. A huge portion of daily municate to its loyal customer thanks to ResorSuite’s Mobile Last July, Glen Ivy installed guests arrive early and wait in base. “The Connect feature feature and other guest-facing ResortSuite at its second site in line prior to the check-in desk’s – with its reporting, dashboard technologies. It’s currently setting Brea. The system’s multi-location opening. Root says: “ResortSuite’s and marketing automation tools up a downloadable app which function allows it to separate out ability to perform transac- – plus its marketing campaign will allow guests to view their inventory and revenue centres, but tions quickly enables guests to wizard, enables us to personalise itinerary, learn about difference share guest and staff scheduling maximise their time in the facility communications based on guest experiences on-site and book details between locations. and minimise their waiting time.” patterns and preferences. Our services and classes in real-time. Spa-kit.net Keyword: resortsuite

90 Read Spa Business online spabusiness.com / digital Spa Business 1 2014 ©Cybertrek 2014 Chloe Chen SpaSoft tools have helped Willow Stream to measure staff productivity and customer trends

SpaSoft for When Chloe Chen joined as guests – and staff productivity. accordingly to help create more Willow Stream spa director at Willow Stream Chen says the system also “helps business opportunities.” in April 2013, she identified receptionists arrange the duty The software is supported Spa in Shanghai opportunities for the spa to roster, select therapists, check with staff training, which was leverage the SpaSoft technology bookings for the day and look included in the purchase of the A new spa manager at Fairmont to improve the business. up the guests’ previous record. system and covered reservation, Peace Hotel & Resort’s Willow Using SpaSoft tools, Willow “We’ve been able to analyse our billing and monthly operation Stream Spa in Shanghai has Stream began to analyse its treatments using the monthly report features, and lasted two opened doors for SpaSoft spa customer trends – creating report to see which are most pop- weeks for six employees. management software. new packages to target hotel ular and design spa promotions Spa-kit.net Keyword: spasoft

Book4Time integrates with in-room iPads at Sugar Beach

Book4Time software has enabled guests at Sugar Beach, a Viceroy resort in St Lucia, to book spa treatments from their in-room iPads. Book4Time integrated its spa management software with the spa’s new in-room mobile devices in late 2013. The devices now communicate with the spa’s main software system and guests are able to book spa Devenish (right) says spa business has grown since installing Book4Time appointments in real-time from the comfort and convenience of their hotel in-room iPad. 20 per cent year on year. Deven- and show therapists if they’re Shearvon Devenish, informa- ish says this is because the meeting their targets. tion systems manager at the software “has increased our Devenish says: “Before we hotel says sales can take place level of efﬁ ciency, effectiveness had Book4Time it was chaotic, anywhere now. “Online product and performance. The system we lacked control and had to do sales can now be offered, as well has helped us handle our spa everything manually. Now we as online bookings from our reservations in such an easy can see our sales and identify websites and mobile devices, manner that managing our staff which treatments are selling such as iPads or laptops.” has also become just as easy.” well, which aren’t and which Since installing Book4Time The spa can access revenue ones we can up-sell.” business at the spa has increased reports for the day, week or year Spa-kit.net Keyword: book4time

SpaBooker for Hard Rock spas

SpaBooker has rolled out its web-based SpaBooker spa management software across the four Hard Rock All-Inclusive Collection properties in Mexico and the Caribbean. The accessibility of With more than 80 reception- SpaBooker’s software is ists booking services daily at a key feature says Abud the sites in Puerto Aventuras, Cancun, Punta Cana and Puerto Vallarta, the platform needed to the system on mobile devices is guests to book spa treatments device requires no technical be easy to learn and intuitive to particularly handy, he adds, as the before they arrive. Abud says: knowledge and can be easily use. SpaBooker’s training courses group’s corporate directors often “Some guests prefer to book implemented. The technology focused on three aspects – how travel across properties and need appointments face-to-face, is continuously updated and to book, how to sell and how to to track the progress of each spa others like to book online or on the tested to ensure that it works manage the software – and were location wherever they are. phone. If the client wants to avoid on the latest phones, tablets, attended by 15 staff at each site. Hard Rock can now also offer queues they can book online prior and computers.” The software includes all its guests the option of booking to arrival or from their own room Once an appointment is made, SpaBooker features, including treatments remotely using once they’re on-site. Bookings are it’s automatically diaried on the Appointment Scheduling, Online touch-screens, located around easy to enter – customers can system to prevent double-book- Booking, and Email Marketing. the property and in guestrooms, schedule multiple services, add ings. Customers and employees Jose Antonio Abud, director through SpaBooker’s mobile and additional guests, book classes and get automatic email conﬁ rma- of tourism services for Hard touch-screen functionality. even view descriptions of services. tions to reduce no-shows and Rock says: “The system’s really Its e-marketing and online “With SpaBooker, the technol- conﬁ rm staff availability. user-friendly.” Having access to booking feature also encourages ogy to offer booking on every Spa-kit.net Keyword: spabooker

Anna Ramsay

Premier’s Core Therapist and room phased in at utilisation reports have helped with staff effi ciency Bedford Lodge

Premier Software has installed ating the entire spa and leisure and if advertising is effective. The initial set-up of the software at its Core software at the Bedford offering for the resort. system also enables me to moni- the site and guidance on how to Lodge Hotel and Spa, UK. Spa manager Anna Ramsay says tor repeat business and provides make reservations and analyse Implementation of the software the system has detailed reoprts a daily trading summary.” the system-generated reports. was phased in during the spa’s which help with analysing the Bedford Lodge has an annual Ramsay adds: “The staff pre-opening stage, then fully business and overall effi ciency. maintenance and support service picked up the system quickly. It commissioned on opening in “I trust the system entirely and agreement with Premier, which is easy to use and generally it will May 2013. Since then, Premier regularly use the therapist and includes phone and remote con- not allow receptionists to make has replaced the resort’s previ- room utilisation reports,” she nective support and all software a mistake, as the required fi elds ous membership software and, says. “A postcode report shows upgrades. The training of 10 they need to fi ll in are marked.” since October 2013, been oper- me where clients are coming from staff, over six days, covered the Spa-kit.net Keyword: premier

92 Read Spa Business online spabusiness.com / digital Spa Business 1 2014 ©Cybertrek 2014 Finding new customers is expensive. $4,800 The average small businesses spend on marketing to existing customers annually. Emailing your current It’s customers the right way can increase your revenue.

The average spa has 3,500+ The more email addresses you have in your database, customers in their email database. the more revenue you can earn from them.

$7,200

3,500+

$3,600

A 5% increase in customer retention $1,800 using email marketing can increase a ZWH»ZWYVÄ[HIPSP[`I` 500 1,000 2,000 75% 5% Automatically generate more revenue from your customers.

With SpaBooker’s Promote you can use emails saved in your database to automatically invite customers to book Put your customer another appointment. Contact us today (866.966.9798) emails to work to keep your customers coming back. for you. Sources: ISPA 2011 U.S. SPA INDUSTRY STUDY http://searchengineland.com/ SpaBooker Promote Companion Guide www.spa-booker.com RESEARCH MAN UP A number of new studies highlight that men are becoming more interested in wellness and spas. We outline the ﬁndings, including the key attributes of this audience that’s ripe for the picking

KATE CORNEY, PRODUCT EDITOR, SPA BUSINESS

Spa Industry Male Consumer Insights Volume IV, ISPA Research, Stenden Rangsit University SHUTTERSTOCK.COM/ ZAI ARAGON ZAI SHUTTERSTOCK.COM/ arried out by Pricewaterhouse- Coopers (PwC) for ISPA, the ndertaken by Thailand’s C fourth Male Consumer Insights Stenden Rangsit University study was based on a sample of 1,005 male U with the Thai Spa Association, consumers in the US and didn’t target this survey is based on 463 current and spa-goers in particular. potential spa-goers, 35 per cent of who According to the research, which was were men (see SB13/4 p86). It also sur- revealed in October, 49 per cent of men veyed Thai spa operators. who chose not to visit spas said cost was It found that in the last few years the biggest deterrent, with 29 per cent the numbers of male spa-goers have saying they didn’t see any perceived ben- increased. They prefer massages and efits and 19 per cent feeling that spas are especially want authentic treatments for women. Eighteen per cent said there which are perceived to be traditional were no spas in their area, while 17 per without new-age thinking. More than cent didn’t have enough time or said they half (58 per cent) of the men said they wouldn’t feel comfortable visiting a spa. 43 per cent of men go to spas for fitness also prefer to visit with another person. That “none of my friends go” was a reason classes, but 83 per cent go for massage It also showed that men spend given by 14 per cent of men surveyed. slightly more per treatment – THB1,372 The most requested treatment was cent), aromatherapy (24 per cent) and (US$43, €33, £27) or higher – than massage (83 per cent). The second most body scrubs (23 per cent). PwC found the women who spend around THB1,000 popular reason to go to a spa was for a fit- average male spa-goer lives in a household (US$32, €24, £20) or lower. Products ness class (43 per cent). This was followed that earns over US$50,000 (€00,000, wise, they prefer well-known profes- in popularity by pedicures (37 per cent), £00,000) per annum and is most likely sional spa brands, while women opt for manicures (33 per cent), facials (31 per to be at manager level or above. in-house ranges, and 68 per cent of the male spa-goers prefer organic products. SHUTTERSTOCK.COM/ JEANETTE DIETL JEANETTE SHUTTERSTOCK.COM/

94 SHUTTERSTOCK.COM/ BIKERIDERLONDON SHUTTERSTOCK.COM/ Emerging Global Spa Trends, Hilton Hotels & Resorts

lthough released in 2012, Hil- ton’s Emerging Global Spa A Trends – which pinpoints male spa-goers as a strong emerging market – still has traction. It’s based on 6,000 respondents in the US, UK, Australia and China. When speaking about the research at the Spatec Europe event in 2013 Louise Moore, Hilton’s director of spa operations and development in Europe, said the key to capturing the male market is having a no-nonsense approach – “men buy primarily based on facts and results.” The research also found that the way spas communicate with male clients is important. Jargon is to be avoided and communication needs to be clear, concise and uncomplicated. Male grooming is The study found that while 80 per associated with faster cent of men go for massage, they pre- career progression dominately opt for sports/deep-tissue therapy treatments. It also found that facials are on the increase, with a 20 per cent uptake thanks, in part, to Men’s personal care product association between male grooming and career progression. Importantly launches increased by 70 per cent Hilton’s research shows that men want globally from 2007 to 2012 products and treatments that are theirs, not that are repackaged or reworded from a female line. Moore added: “The male market is Men’s Grooming, Mintel deeply loyal. When they fi nd something they like, they’ll stick to it – which is ased on consumer retail sales, followed by moisturising and hydrating, fantastic. But they’re also impulsive Mintel’s Male Grooming research, and only 5 per cent of new products for and don’t typically pre-book: so it’s a B released in September, reveals that men were anti-ageing. In comparison, challenge for operators to consider how men’s personal care product launches anti-ageing serums are used by around half to remain fl exible in accommodating increased by 70 per cent globally from of the men in Spain (53 per cent), Italy (49 this specifi c target group.” 2007 to 2012. The US male grooming mar- per cent) and Germany (42 per cent) and 38 SHUTTERSTOCK.COM/ KZENON SHUTTERSTOCK.COM/ ket grew almost 20 per cent from 2007 to per cent of French male consumers. US$3bn (€2.2bn, £1.8bn) in 2012 and the The report states 59 per cent of American UK market was up 12 per cent to £574m men say personal care products boost their (US$955m, €700m). Up to 74 per cent of self-esteem, and 28 per cent are concerned British men are “keen shoppers” when buy- about dry skin and ageing. In addition, 37 ing personal care products and 42 per cent per cent use facial cleanser regularly, 22 use facial moisturisers. Half or more of male per cent use exfoliating scrubs, 17 per cent consumers in Europe use moisturisers with use anti-ageing products and 12 per cent an SPF, including 67 per cent of Italians, 64 use eye products. per cent of Germans, 60 per cent of Spanish In China, 82 per cent of men from urban and 47 per cent of French. A fi fth of British areas think that using men’s toiletries makes Men predominately want sports and men (21 per cent) use hand and nail prod- them more sophisticated. Sixty-four per deep-tissue therapy treatments ucts and about the same (19 per cent) look cent agree that “high priced men’s toiletries for haircare products made for men. products work better than less expensive The most popular claims for new male- ones” and 62 per cent of city-living Chinese Q Turn to page 98 to see how some targeted products are botanical and herbal, men buy products themselves. spas are successfully enticing men over the threshold

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Luxury spas are increasingly off ering more wellbeing services for men. We take a look at why and how

KATE CORNEY, PRODUCT EDITOR, SPA BUSINESS

Most new clients come from word-of- Pour Homme Luxury mouth referrals. Once on-site it’s simple to Men’s Grooming please them – just make them feel relaxed. FAIRMONT DUBAI, UAE What do your clients want? The Master Barber Cut, which costs AED135 (US$37, €27, Dennis Doroja, salon manager £22) is the most popular service followed by the basic or luxury Hand and Foot Grooming What do you offer male clients? Our salon starting at AED120 (US$32, €23, £20). The is a dedicated male facility so we only offer 60-minute Precision Shave and the Renewal male grooming services by Hommage. We Facial, priced at AED500 (US$130, €99, £83), have a full range of services including haircut, is the third most popular service. shave, facial, manicure, pedicure and waxing and we only use products that are designed and created speciﬁ cally for men. Percentage of male clients: 100 per cent Where do your clients come from? The Product house: Hommage Fairmont Dubai is a business hotel attracting a high proportion of men and 20 per cent of our revenue comes from hotel guests. The rest are The Master Barber Cut is the most popular all local residents of different nationalities. service at this male-dedicated facility

and this tactic is working wonders. We’ve The Spa at Four deﬁ nitely noticed that men have become Percentage Seasons Maui much more intrigued with caring for of male HAWAII, USA themselves and their skin and as spa-goers clients: 40-50 they’re very no-nonsense. They know exactly per cent what they want; there’s no second-guessing Product Pat Makozak, spa director (Americas) on the part of the staff. houses: OM4 Men, What do male spa-goers want? Men want Do men buy more products than women? HydroPeptide, skincare produced with men’s skin health in Men typically only buy what they need. Somerville, mind. By bringing in more male-orientated They’ll take only one product – the one ISUN skincare products we’ve seen retail purchases they’ve run out of. But they’re certainly less by men increase by 42 per cent. cost-conscious than women. OM4 Men created an amenity display for hard, rest hard and then have a good meal. As our men’s locker area so products can be How do you market to men? We highlight a resort property, marketing to couples also sampled discreetly. It’s conﬁ dence-building our activity and food images in our marketing works well for us and a romantic get-away for men to be able to try before they buy material to reach men as most of them play appeals to mostly everyone of every age.

98 Read Spa Business online spabusiness.com / digital Spa Business 1 2014 ©Cybertrek 2014 pressing a shirt, a shoe shine or a smoothie to Spa My Blend by Clarins go. Men who work nearby are glad there’s a Men spend less time, but at Ritz-Carlton quick solution so they can get back to work. more money, in the spa TORONTO, CANADA How do men like to be treated? Men prefer more privacy. They don’t like to have Jill Carlen, spa director manicures or pedicures with lots of other women around and they don’t like a big fuss. What are the beneﬁts of male clients? On At check out, men prefer a smooth and quick average, they spend CA$199 (US$179, €131, transaction as well, they don’t typically like £108) a visit, slightly more than females at a big show and tell of the products so it’s CA$195 (US$176, €129, £106). They also important that the therapists recommend spend less time in the spa – usually only 30 the products to men in the room. This way minutes after their treatment, resulting in a they are far more likely to make a purchase. higher dollar per minute ratio. How do you market to men? We only use What do they want? Results-oriented treat- pictures of men and strong, bold lettering. ments are the most popular. Our CA$340 Anything that could be interpreted as femi- (US$307, €226, £188), 150-minute Blokes nine is immediately dismissed. and Beer treatment – a manicure, facial and massage followed by a beer – works well also. In addition, we’ve created a Gentlemen’s Percentage of male clients: Power Hour consisting of treatment choices 28 per cent – a 16 per cent that make up an hour, including a 30-minute increase since 2012 facial, 15-minute power nap, ear or nose Product houses: Spa My Blend waxing, sports manicure, scalp massage and by Clarins, Clarins For Men extra touches such as charging a smartphone,

eforea: spa at Hilton

PATTAYA, THAILAND

Ryan Crabbe, senior director, global spa brands

What are the beneﬁts of male clients? Male clients drive more volume to the spa and increase our customer base – we’re able to target men and families as well as just women.

Where do they come from? Sixty-two per cent of our male customers come from leisure and sports and ﬁtness visits, and an increasing number come with their partners. Others come from business (30 per cent) and conference (8 per cent) visits. An average of two men a day are up-sold a treatment after a free pool-side massage

How do you promote the spa in-house? Our What do male clients want? A product line Recharging Massage and two different types therapists will walk around the pool one to specific to their needs and not necessarily one of sport massages. We have a wide range of 47 two times a day, with a mini amenities tray, that carries a male line as an adjunct to its products for men and 12 treatments. offering a free five-minute neck and shoulder core line. We chose VitaMan for this reason massage. If men want a full treatment, we and because its message is clear and simple. make an appointment and escort them to the Percentage of male spa. We gather two guests a day doing this. What do you offer male clients? We intro- clients: 51 per cent We also heavily promote treatments via duced results-driven treatments specially Product houses: VitaMan, TV and written collateral in the health and designed – and named – for men such as Li’tya, Kerstin Florian fitness area which is linked to the spa. a De-stress Face Treatment, Three-Part

Re:Spa at Reebok Sports Club

LONDON, UK

Sally Fairbanks, spa manager

What do male spa goers want? They like treatments that are more manual, as opposed to electrical; and deep tissue massage as opposed to lighter massage movements. There’s a big crossover between ﬁ tness and spa clients at this health club spa in London

How do you promote the spa in-house? high volume of men. We have 7,000 health club As Re:Spa is a health club spa, a lot of our members and 60 per cent of these are men. Percentage of male spa cross-promotions are sports- or medically- We’ve evolved our treatment menu to cater clients: 35-40 per cent orientated – many treatments either enhance to their tastes because attracting more male Product houses: Aromatherapy or assist the healing process. Also, the spa spa-goers has increased our turnover – they Associates’ The Refi nery, ensures the fi tness team understands and is generate a high percentage of our income. Murad and Guinot aware of what’s on offer in the spa. How do you market to men? The best results Where do your male clients come from? The from male-targeted marketing campaigns and clearly outline the results and benefi ts of Reebok Club is in Canary Wharf, the banking have come from direct, straight, bold treatments/products. They’re always factual and corporate hub of London, which attracts a language. The campaigns use little spa jargon avoid descriptive or emotive words.

At the Six Senses Spa in Paris men only become regular clients once they’ve found the right therapist

to be treated and we adapt treatments to the Six Senses Spa in needs of each person. Although we have a Percentage of the Westin hotel mixed menu of treatments, men particularly male clients: 50 per cent PARIS, FRANCE love the deep tissue massage. Product How often do men buy products following houses: Sothys, Melina Pourcel, spa director treatments? After facials, around half our Visoanska male customers buy products. We’ve found How do you attract male clients? We work our product choice has helped attract male regularly with men’s magazines and have consumers because they like the textures we have a mixed team of male and female around fi ve to 10 editorial pieces in them a and smells of them. therapists to give them as much choice as month. The magazines are focusing more on possible. From the moment a man fi nds the spas as more men are becoming spa-goers. How loyal are male customers? They usually therapist who provides the treatment they Once in the spa, we’ve found that there’s visit us once a month. The key is for them to need and who they trust, they give their trust little difference in how men and women wish fi nd the right therapists in the fi rst place, so back and come to the spa regularly.

Valentina style Spa-kit.net products White satin edging creates a striking, elegant ﬁ nish From skincare and saunas to software suppliers, we showcase for Noel Asmar’s new Valentina uniform some of the latest spa products, equipment and services range. The design also comprises matt and shine detailing and subtle pockets. Knit sleeves have been added for ease of movement. Signature fabric from Noel Asmar provide stretch and breathability. The durable fabric, which is stain-, pill- and wrinkle-resistant, is suitable for machine washing.

Spa-kit.net Keywords: Noel Asmar

Aquamental Spa’s multi-sensory room concepts

Scalable room concepts using water, light into the columns causing them to vibrate and acoustics, by Aquamental Spa, will and make diff erent tones, and causing the launch in March. The rooms create relaxing water levels fl uctuate to create a wave- and contemplative spaces and there are shaped room pattern. The system responds seven themes in total: Columns, Circles, to the users movement round the room Deep Sea, Flux, Torus, Swing and Stonefl y. which is picked up by motion sensors – the Australia’s Li’tya In the Columns concept (pictured), users faster they move the more pressure is enter a system of transparent water-fi lled pumped into the columns. expands distribution columns of various sizes that have an in-built light source. Pressure is pumped Spa-kit.net Keyword: Aquamental Australian-based product house Li’tya – formulated using the Aboriginal Filmmaker creates knowledge of native plants – has set up a distribution base in the UK working with meditation rooms Spa Creators. The organic, plant-based products, created in Melbourne, will now Moving Art, the company of US fi lm be shipped to the US and other countries director Louis Schwartzberg, has created from the UK base. an immersive room concept currently being tested at the Miraval resort and spa Spa-kit.net Keyword: Li’tya in Arizona. Visual Mediation and Visual Healing use time-lapse cinematography of Aromatherapy natural images projected on ceiling-to-fl oor screens to create moods suited to the use of Associates says Relax the space. For example, waterfall imagery is used in a water-based treatment room. Apply the new Moving Art is also developing an interface Deep Relax to let spa guests choose the mood of their Balm – featuring treatment room. The concept can be applied vetivert, camomile to any room or multifunctional space at and sandalwood a spa – even an interior with no windows. essential oils – to A premium can be added to treatments pulse points to soothe the mind, body complemented by the technology, creating and soul and aid restful sleep. The balm, a higher revenue-generating space. A along with a lavender-scented eye mask, permanent Visual Meditation room is now is the latest addition to Aromatherapy being planned at Miraval with additional Associates’ Relax range. installations in the queue at other high-end hospitality venues in 2014. Spa-kit.net Keywords: Aromatherapy Associates Spa-kit.net Keywords: Moving Art

102 Read Spa Business online spabusiness.com / digital Spa Business 1 2014 ©Cybertrek 2014 The sky’s the limit for Dornbracht’s shower

Dornbracht’s Sensory Sky shower, available fragrance that has a sweet, spicy and woody from March, has been designed to create ﬁnish. The Readjust programme features a the feeling of showering in the open air. warm fog and light rain with fresh, woody

It features settings of rain, fog, light and meadow herbs and fruity hints of berries; © Splash e Spa Tamaro fragrance and is designed to offer more while Release – a heavy summer rain – choice than standard experience showers. offers changes in temperature and light and The Rejoice programme, for example, is complemented by a tropical fragrance comprises a warm rain curtain where with hints of citrus fruit and an earthy base. the droplets glisten in the colours of the rainbow with an accompanying fresh Spa-kit.net Keyword: Dornbracht © Hotel Feldhof © Wellnesshotel Cervosa © Wellnesshotel

Gloster reveals The Grid outdoor furniture collection

Launched at IMM Cologne in January, are made from a powder coated aluminium The Grid by Gloster is a range of modular frame with weatherproof lounge cushions outdoor furniture that can be conﬁgured and slatted teak platform. The frames in multiple ways and directions to help come in white and the base cushions come personalise exterior spaces. It has been in Dove (light grey) Lace (off-white) or created by Danish designer Henrik Pedersen Raven (dark grey), with scatter cushions in who has combined clean lines and a Carbon Sky (dark blue), Dark Taupe (dark contemporary look with a cosy lounge feel. grey), Frosty Chine (light blue) or Grey The range uses sustainable teak wooden Chine (light grey) shades. grids, soft upholstery and stone plates across its tables and platforms. The seats Spa-kit.net Keyword: Gloster

Scented pebbles and sprays by Camylle

Spa fragrance supplier Camylle has developed some perfumed pebbles and room sprays for use in the spa or for retail. The fragrances, made from natural Elemis reveals Biotec skincare machine essences, are infused into the pebbles for an even diffusion over many weeks. There Elemis is taking results-driven skincare a lifting, galvanic rejuvenation, light therapy are four scents including Le Sophistiqué step further with its first treatment machine rebalancing and oxygen infusion. These are (pictured), with floral and woody notes; and eight accompanying facials. While used across the eight new facials to provide and Le Délicat, with a citrus aroma. Elemis already uses the SkinLab to analyse tailor-made treatments. The facials can help the skin (see p16), it’s developed Biotec with skin radiance, lines and wrinkles, skin Spa-kit.net Keyword: Camylle to deliver treatments by fusing together resurfacing, lifting, blemishes, sensitivity machine-based technology with potent and brightening and there is also a specific activator products and hands-on touch. treatment for men. Different functions of the machine include ultrasonic peeling, microcurrent Spa-kit.net Keyword: Elemis

Sothys’ gets Energized Siberian gingseng is a key ingredient in Sothys’ Energizing skincare line. There are two day creams which contain extracts of lupine, rice peptide and yeast and which come in a light or rich texture for different skin types. The night cream includes sophora ﬂower extract to encourage the elimination of toxins. There’s also an Energizing Intensive booster treatment.

Spa-kit.net Keyword: Sothys Floating Lounge from JetStream Customised sandals Countercurrent pool technology firm by Sandalei JetStream, has developed a Floating Lounge concept which it’s installing in Sandalie’s flip flops and a number of private spas and healthcare sandals can be customised facilities across Europe. Manufactured with any image, design or in Germany, the Floating Lounge is an coloured strap a spa chooses. all-in-one aquatic gym comprising a The footware, which can be reinforced fibreglass seat with hand rails used in the spa or retailed, is and water massage and countercurrent jets. already supplied to leading It can be used by a variety of people for a spa hotels like Four Seasons, complete pool workout for wellness, fitness Ritz-Carlton and Auberge Resorts. or healthcare purposes.

Spa-kit.net Keyword: Sandalei Spa-kit.net Keyword: Jetstream

Why Europe’s No.1 luxury skin care brand should be your No.1 spa partner?

The pioneer of professional beauty treatments, Clarins has, for more than 50 years, been famed for its plant-rich formulas and exclusive manual techniques. The ClarinsPRO range, speciﬁ cally developed by Clarins laboratories to complement the expertise of our highly trained Beauty Therapists, is the guarantee of immediate, visible results. Discover the new Tri-Active Treatments for face and body, powered by next-generation ClarinsPRO formulas. They’re quite simply an unforgettable experience.

Contact: [email protected] Find all our partner hotels on www.clarins.com

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SPA DESIGN & INSTALLATION SPA & BEAUTY EQUIPMENT

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NEW INFRASOUND SYSTEM

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As well as key software modules as standard we offer fully integrated online functionality including :

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SPA & BEAUTY EQUIPMENT FITNESS EQUIPMENT

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SKINCARE LINEN

Christina - It Just Works! An international professional cosmetics brand that provides perfect solutions for all Made in France skin care conditions.

• Over 350 products and treatments. • Each treatment is divided into easy to follow step-by-step protocols ensuring perfect results. • Homecare products designed in perfect synergy with professional treatments. • Products and treatments that can be found in over 52 countries around the world. BATH SPA BEDROOM TABLE GOLF YACHT JET www.christina-cosmeceuticals.com [email protected] RKF, the Art of fine linen

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Matrix mPower keeps customers engaged To draw on the Craft sman and motivated, while providing the tools to experience in helping design help them reach their goals. Our solution changing rooms that work also features powerful management tools that can be accessed anywhere, anytime*. 0800 389 6078 www.cqlockers.co.uk www.matrixfitness.co.uk *via Internet connection www.cqlockers.co.uk www.matrixﬁ tness.co.uk

SPA SOFTWARE SPA EVENT

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The Hotel Summit will provide you with a platform to enhance your company and share the long-term vision of the hotel, venue and leisure industry by setting tomorrows standards today, and to prepare for future developments, innovations and technology.

Why not network with fellow experts within your specialist field, listen to case studies, meet and discuss ideas with industry service providers, hear personal experiences and find solutions to issues facing this ever changing industry.

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