spawww.spabusiness.com business2011 1
INTERVIEW Sharilyn Abbajay Marriott’s new vice-president for global spa & retail
Top of the world Starwood’s Iridium Spa debuts at St Regis Lhasa, Tibet
Robert De Niro has his shibui spa got star quality?
SPA SPOTLIGHT: CANADA, PORTUGAL, TIBET, TURKEY & THE UK
READER SERVICES contributors SUBSCRIPTIONS denise gildea +44 (0)1462 471930 Wendy Susie Bosalavage Ellis CIRCULATION Wendy Bosalavage has Susie Ellis is president michael emmerson +44 (0)1462 471932 25 year’s experience of SpaFinder Inc, one of EDITORIAL TEAM in the spa, wellness the world’s largest spa EDITOR and fi tness industries. media and marketing liz terry +44 (0)1462 431385 As president of the spa division for companies. A respected analyst of the design and management fi rm American spa and beauty industries, she serves MANAGING EDITOR Leisure, she’s worked on projects such on NewBeauty magazine’s editorial katie barnes +44 (0)1462 471925 as New York’s Plaza Athenee Hotel Spa advisory board and is also a board NEWSDESK and The Spa at Setai Wall Street. member of the Global Spa Summit. tom walker +44 (0)1462 471934 peter hayman +44 (0)1462 471938 Jennifer Rhianon martin nash +44 (0)1462 471933 Harbottle Howells NORTH AMERICA EDITOR Jennifer Harbottle Rhianon Howells was peter sargent +1 239 949 3394 has been a regular the launch editor contributor to Spa of Spa Business ADVERTISING TEAM Business magazine for and established it PUBLISHER/ADVERTISING SALES the last six years and has established as a journal of note. As consulting astrid ros +44 (0)1462 471911 herself as a leading commentator editor, she is closely involved with its ADVERTISING SALES in the industry. Currently based in continuing development, while also julie badrick +44 (0)1462 471919 Australia, she focuses on writing about writing widely on health, fi tness, travel the Asia-Pacifi c leisure sector. and leisure as a freelance journalist. john challinor +44 (0)1582 607970 jan williams +44 (0)1462 471909 Andrea Terry ADVERTISING SALES – WWW.SPA-KIT.NET Jezovit Stevens stephanie rogers +44 (0)1462 471902 Andrea Jezovit, a native Dr Terry Stevens is the ADVERTISING PRODUCTION Canadian, has written managing director of ed gallagher +44 (0)1905 20198 on business, travel and UK-based leisure and SPA RECRUITMENT/TRAINING SALES lifestyle for publications tourism consultancy Canadian Business Toronto emma matthews +44 (0)1462 471907 such as and Stevens & Associates. The company Life. She now lives in the UK and is specialises in strategic planning, with WEB TEAM working towards a Masters in Electronic a focus on changing market trends, WWW.SPA-KIT.NET/ Publishing. Previously, she was also a especially in the context of health and PRODUCT SEARCH ENGINE managing editor at Leisure Media. wellbeing tourism. Martin Nash +44 (0)1462 471933
SPABUSINESS.COM Th e views expressed in individual articles are those michael paramore +44 (0)1462 471926 of the author and do not necessarily represent those tim nash +44 (0)1462 471917 of the publisher, Th e Leisure Media Company Ltd. © Cybertrek Ltd 2011. All rights reserved. No part dean fox ( ) +44 0 1462 471900 of this publication may be reproduced, stored in a emma harris +44 (0)1462 471921 retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, DESIGN recording or otherwise, without prior permission of andy bundy +44 (0)1462 471924 the copyright holder, Cybertrek Ltd. Registered at Stationers’ Hall 30851, Spa Business ISSN 1479-912X FINANCE is available on annual subscription for UK £28, sue davis +44 (0)1395 519398 Europe £38, USA/Canada £28, rest of world £38, denise gildea +44 (0)1462 471930 from the Leisure Media Company Ltd. Portmill on the cover House, Portmill Lane, Hitchin SG5 1DJ, UK. Printed CREDIT CONTROL We mystery shop New York’s Shibui Spa, by Mansons. ©Cybertrek 2011 ISSN 1479-912X. rebekah scott +44 (0)1462 733477 which is owned by Robert De Niro (p44) Digital edition at www.spabusiness.com/digital
FIND spa business spa opportunities GREAT STAFF Uniting the world of spas Jobs, news and training online FOR YOUR and in print updated daily SPA Spa Business subscribers work in all areas of the spa market worldwide. The magazine is available in Spa Opportunities magazine focuses on print, on digital turning pages and as a PDF edition, in recruitment, careers and news and is published every two weeks. It addition to a daily website and weekly ezine. has a daily website showing all the latest jobs and a weekly ezine.
4 Read Spa Business online spabusiness.com / digital SPA BUSINESS 1 2011 ©Cybertrek 2011 editor’s letter Seduced by beauty
he beauty market has hit the headlines T recently, with operators Perhaps spas needed announcing record profits and growth. According to to distance themselves SRI’s 2010 report, Spas & the Global from the beauty market Wellness Market: Synergies & Opportunities to establish spa as a it represents a us$679bn (€501bn, £424bn) market annually. discipline in its own The sheer scale of the opportunity right, but now the time has caught the eye of investors – particularly because the market has is right for the two ridden out the recession so well. markets to re-bond Now all sorts of companies are on an equal footing piling into the sector – and from the most unexpected directions. This month UK food retailing giant Tesco announced it has successfully piloted in-store hair and beauty services and intends to holistic journeys which are fulfulling physically, emotionally and begin a rollout to test the concept, with up to 70 sites spiritually – something that’s diffi cult to do with a leg wax. being launched in the next year and more to follow. However, done thoughtfully, spas and beauty can Customers will be able to get “great value, high quality integrate – to everyone’s benefit. And with the drive for services from manicures to full waxing and styling” at spas to improve both their profitability and their yield, their local supermarket along with their groceries. beauty has to be part of the equation. Beauty services are also launching at motorway service Right on trend, Steiner – owner of Elemis and Mandara stations and airports and it’s likely we’ll see more – which acquired the Bliss beauty brand a year ago, is businesses with suitable existing infrastructure and large launching a new offer enabling other operators who footfalls considering adding a beauty offer. want to ‘Blissify’ their spas to take on a package of seven In this issue of Spa Business we discuss the opportunities beauty treatments called The Best of Bliss, supported by which exist for spas to join this race for the beauty dollar (see products, training and ‘Bliss in a Box’ retailing backup. page 20) and the challenges of doing so. Perhaps spas needed to distance themselves from the Th ere are some in the industry who feel that spa and beauty beauty market to establish spa as a discipline in its own are antagonistic and the way the industries are structured right, but now the time is right for the two markets to certainly reinforces the diff erences, with spa and beauty having rebond on an equal footing. separate trade associations, qualifi cations and events. Indeed, in some respects spas were created as a reaction Liz Terry, Editor against the original ‘beauty salon’, with a philosophy of creating [email protected] twitter: elizterry spa business HANDBOOK spa-kit.net Th e global resource for spa professionals Th e 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 the website: www.spahandbook.com or month use the service, which includes sector- view it online at www.spahandbook.com/digital specifi c linked websites and a weekly ezine.
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Marriott’s Sharilyn Abbajay, p24 An update on spa residential developments worldwide, p30
Herb House spa, UK, p40 Longevity Wellness Resort, Portugal, p48
5|Editor’s letter: 24|Interview: 40|UK focus: Forest retreat Seduced by beauty Sharilyn Abbajay Magali Robathan visits Herb House, Liz Terry on the spa industry Th e new vice-president of global a natural, organic and very British branching out spas and retail for Marriott shares country house hotel spa her plans for new spas and creating 12|Letters consistency as the hotel group 42|Sky-high ambitions Spa operators need to act urgently to repositions itself as a lifestyle brand A Nordic style day spa in Canada has protect the natural health industry turned hydrothermal facilities into 30|Investigation: a money spinner and is ready for a 14|News Realty check national rollout. Andrea Jezovit reports New spa brands Steiner and Marriott; Rhianon Howells talks to leading a jungle spa in Panama; and an operators to get an up to date view 46|Mystery shopper: inaugural spa association for Russia of what’s happening in the spa living Shibui Spa sector following the fi nancial crisis Is Robert De Niro’s New York spa a 20|Everyone’s talking about: and where its headed in the future star in the making? Wendy Bosalavage The race for beauty goes undercover to fi nd out More spas are turning to the lucrative 36|UK focus: Playtime beauty market to build profi ts and Lifehouse, a new £30m destination 48|Quality of life volume, but competition is fi erce. We spa has a fun approach to wellness Charlotte Greenwood takes at look at look at the trends and ask whether spa and has been welcomed by the local Portugal’s fi rst medical, anti-ageing and beauty can really work together community with open arms spa at the Longevity Wellness Resort
8 Read Spa Business online spabusiness.com / digital SPA BUSINESS 1 2011 ©Cybertrek 2011 spa business issue 1 2011
Spa tourism in Turkey, p64 PHOTO: ISTOCK.COM/©DRAGAN TRIFUNOVIC ISTOCK.COM/©DRAGAN PHOTO: Can modern spas do justice to authentic ayurveda? p60 St Regis Lhasa, Tibet, p56
52|Training: 64|Tourism: Turkish delight Ecole hôtelière de Lausanne Terry Stevens reports on the Turkish Th e renowned Swiss hotel school ministry’s Th ermal Tourism Cities launched its fi rst spa-focused Project, which aims to establish the qualifi cation in 2010. Helen Patenall country as a world-leading thermal fi nds out how well its been received tourism destination by 2023
56|Top of the world 67|Trends: Opposites attract Iridium Spa, the latest in-house spa Susie Ellis reveals her counter-trend brand for St Regis hotels, has made predictions for the year ahead its debut in Tibet: one of the world’s highest cities. Kath Hudson reports 73|Software guide: part 1 on the challenges of launching a spa Th e fi rst of our four part series on the ;`[pflbefnk_XkpflZXe in such a remote location rapidly-evolving spa soft ware market efni\Z\`m\X=I<<jlYjZi`gk`fe kfJgX9lj`e\jj`e`kje\n#^i\\e\i# 60|Ask an expert: ayurveda 78|Products gXg\i$]i\\#[`^`kXc]fidXk6 As the luxury hotel market takes off Equipment and product news :_Xe^\k_\nXppfli\X[ in India, many spas are turning to JgX9lj`e\jjdX^Xq`e\ ayurveda. But how can this traditional 82|Research: Body of evidence off ering work in a commercial setting? A new study shows even one massage J@>ELGFEC@E<1 Jennifer Harbottle investigates can have real physical benefi ts nnn%jgXYlj`e\jj%Zfd&^i\\e
SPA BUSINESS 1 2011 ©Cybertrek 2011 Read Spa Business online spabusiness.com / digital 9
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]
Structural alternatives to entering the Indian spa market
Todd Walter, president and CEO, Elizabeth Arden Red Door Spas
As a western spa company looking to launch in India, I had two observations not explicitly addressed in Spa Business’s feature on the country’s spa industry (see SB10/4 p26). The fi rst has to do with the structural alternatives of entering the mar- ket, the second relates to our obligation to protect the integrity and reputation of our industry in such an explosive market. As an outsider looking in, there are three obvious approaches to entering a new market, each with its own risks and rewards: entering the market directly and going it alone; teaming up with a local joint-venture partner; and fi nding a master franchisee to license your brand. Red Door Spas is looking to enter the Indian spa market under a joint venture partnership Current regulations in India make it dif- fi cult for foreign corporations to directly core values and beliefs. No contract can market, a bad experience can tar all serv- own and operate retail locations, so for possibly cover the myriad issues that we ice providers alike. To this end, we strongly now, going it alone is out. Licensing your will face in the future; knowing our part- support the joint efforts of the Federation of brand to a master franchisee minimises ner (when we do sign one) will share our Indian Chambers of Commerce and Indus- your economic risk, but it also requires business philosophy should help ensure try (FICCI) and the Quality Council of India’s ceding control of your brand (and guest we address these issues quickly and con- National Accreditation Board for Hospitals experience) to a third party. structively when they do arise. and Healthcare Providers (NABH) in their At Elizabeth Arden Red Door Spas, we’re With regard to industry integrity, it is development of standards and a self-regu- pursuing a joint venture, an alternative an unfortunate reality that the quality of latory process for spa accreditation. that for us best balances risk and reward, services offered and the training spa tech- India’s spa and wellness industry faces while still allowing us to remain intimately nicians receive will vary greatly in each a very bright, robust, and long-term future, involved in the day-to-day operations. Key location. Unfortunately, and particularly and we are looking forward to participat- to this is fi nding a partner who shares our given the nascent stage of the Indian spa ing in it in the near future.
the leisure media company publishes contact us head office / europe office Portmill House, Portmill Lane, Hitchin, Hertfordshire, SG5 1DJ, UK Tel: +44 (0)1462 431385 us office 22311 Piazza Doria Lane, #201 Estero, Florida, US subscribe online: www.leisuresubs.com Tel: +1 239 949 3394
12 Read Spa Business online spabusiness.com / digital SPA BUSINESS 1 2011 ©Cybertrek 2011 Urgent call to safeguard the natural health industry
Dounne Alexander, founder, Joining Hands In Health campaign, UK
As a herbal food manufacturer, I couldn’t understand why the majority of health prac- titioners, stores, spas, therapists, and the public were not aware of coming restrictive EU legislations, such as the Foods Sup- plements Directives (2002/46/EC) and the forthcoming Codex Alimentarius. Under these legislations thousands of effective and safe natural products, foods, vitamins, supplements, remedies and practices were to be banned from the UK and European markets from April 2011.
PHOTO: ISTOCK.COM/©ELIZA SNOW PHOTO: It would restrict access to natural prod- Poor pay is another reason why high-quality therapists aren’t found in spas ucts, therapies and practices. For some reason the health industry was It’s not surprising that – and who is expected to work a six-hour simply not taking the implications seriously modern spas can’t offer shift with only a 15 minute break between and this ‘in-action’ has now led to panic treatments, for fi ve days a week – either over the survival of small health busi- good therapeutic services burns out very quickly, leaves or becomes nesses, producers, suppliers, practitioners injured and takes prolonged sick leave: and therapists, alongside consumer health Jasmine Mas, massage therapist, the bête noire of all spa managers. I have choice. From running my own business – Park Lane Clinic, London personally seen it happen. Gramma’s health products – I know how As a self-employed therapist, working serious the threat is. I read with interest you editors letter More alone, you quickly learn that pacing yourself In answer to this ticking time-bomb, than Mediocre in the last issue of Spa – while not bringing you millions in revenue last year I initiated a petition The Nation Business magazine (SB10/4 p5). I agree – does at least ensure some longevity in Speaks – No! Not In My Name to safeguard with Liz Terry wholeheartedly that the qual- the industry allowing you make a decent the natural health industry, human rights ity of massage within a spa environment living. So until spas schedule therapists to and cultural heritage. It has generated often falls far short of customer expecta- be able to work effectively, it is simply not tremendous support and I’m inviting spa tion. I can however, tell possible to provide deep owners and employees also to join in. you exactly why. “A therapist who therapeutic massage on To help people understand this legal mine- I have been a ther- constantly performs a constant basis. fi eld, I hand delivered a powerful, 41-page apist for 15 years and Secondly, it is sim- document to the Queen in December have been employed deep tissue massage – ply a case of supply and 2010, calling on her majesty to intercede within a spa environ- on a six-hour shift, fi ve demand. A good ther- to safeguard her citizens. Based on factual ment both as a staff apist who has spent evidence, it confi rms the implications we member and freelancer. days a week – either years investing their will face if the legislations become UK law I currently work within burns out very quickly, own time and money in April. This makes a compelling case for the medical, corporate leaves or becomes to build a solid practice the UK government to opt out and establish and media industries is not going to work for a new legal framework based on ‘natural as well as running a pri- injured and takes a quarter (sometimes and common laws’. We hope this will then vate practice. Most of prolonged sick leave” less) of the fee that he/ set a precedent for both EU and worldwide my work is deep tissue she can attract outside nations to follow. Our actions could very massage of some description and I am of the spa industry. If spas want to offer well serve as a template for others to free booked up wherever I work. more therapeutic treatments rather than themselves from the legislations. I would like to point out two things. the ‘pampering’, fl uffy massage that is so To succeed, 35 million UK signatures are Firstly, a spa generally requires a ther- often described on menus, then operators needed. Therefore I urge the spa indus- apist to work as if they’re on a conveyor need to offer good training, a sensible try to act now by encouraging customers, belt, performing back to back treatments, schedule and a competitive pay structure. family, friends, colleagues and social to maximise revenue. A therapist who con- That way they will retain therapist loyalty networks to sign petition today. Details: stantly performs deep tissue massage and have a happy and healthy staff. www.joininghandsinhealth.com/petition.
SPA BUSINESS 1 2011 ©Cybertrek 2011 Read Spa Business online spabusiness.com / digital 13 e\njlg[Xk\
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KFDN8CBaromatherapy, watsu and a range of mas- sages – Th ai, shiatsu, Swedish and ayurvedic. Th e wet zone Th e spa’s large wet zone includes a 25m swimming pool and a sauna area off ers a 25m swimming pool, Turkish bath, bio sauna, Finnish sauna and a Other suppliers include Fisiosphere – a col- thalassotherapy bath as well as a cold area with lection based on marine seaweed, mud and emotional showers, an ice cascade, tropical sea salts – and Germaine de Capuccini for the rainshowers and cold misting. milk, chocolate and red grape treatments. Th e Th e main product line used at the spa is spa also boasts its own bar-restaurant which Maria Galland, with the Höbe Pergh range of has ‘biological’ menu – with staff advising hay treatments also being used. guests on personalised eating plans.
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14 Read Spa Business online spabusiness.com / digital SPA BUSINESS 1 2011 ©Cybertrek 2011 JlYjZi`Y\kfk_\jgXYlj`e\jjn\\bcp\q`e\ nnn%jgXYlj`e\jj%Zfd&\q`e\
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G Th e deal adds 12,000 facilities on spafi nder.com 8d\i`ZXeC\`jli\j\Zli\jfc[D`iXmXcZfekiXZk JgX=`e[\igXike\ijn`k_fec`e\ G SPA BUSINESS 1 2011 ©Cybertrek 2011 Read Spa Business online spabusiness.com / digital 15 e\njlg[Xk\ ; KFDN8CB Th e resort will be designed as a French chateau 9\iaXpX?`ccjkflem\`c ?fk\c:_fZfcXkkf[\m\cfgJX`ekClZ`Xj`k\ fi^Xe`ZjgXi\jfik KFDN8CBKempinski Hotels has branded its Zamani be able to choose from a range of cocoa-in- (57-hectare) Rabot Estate within a UNESCO Zanzibar resort as Zamani Retreat fused massages and treatments, delivered by World Heritage Site near Soufrière. Kempinski following a redevelopment. Th e spa resort will be marketed as Africa’s fi rst holistic health retreat and will intro- 09\XZ_\ji\jfiki\fg\e`e^j\k]fijldd\i)'() duce a new concept based on three ‘houses’, off ering guests a variety of treatments com- KFDN8CBherbal medicine, while House When open, the resort will include 50 private ment also includes two- and three bedroom of India will off er ayurvedic treatments. cabanas that have been built on stilts over the apartments which are available for sale. 16 Read Spa Business online spabusiness.com / digital SPA BUSINESS 1 2011 ©Cybertrek 2011 world-class architects and spa consultants prefer inviion spa equipment its innovative SPA equipment design and SPA technology ensures the enthusiasm of your future guests. Steam bath Herbal bath Sauna Foot reflexology bath Treatment pools Relaxation Contact England:d: Tel.: +44 1376 572100 | E-Mail: offi[email protected] Head Office: Gewerbegebiet 193 | A-626161 StrassStra i. Zillertal www.inviion.com Tel.: +43 720 010099 | Fax: +43 720 010099 55 | E-Mail:Mail: offi[email protected] e\njlg[Xk\ LJ).%,d;fdG\[if CX^leXlem\`c\[`e9iXq`c =fildkfd\Xjli\LBËjn\ccY\`e^ G Mandara’s latest spa has a more contemporary feel DXe[XiX\ek\ijk_\LBXe[ 18 Read Spa Business online spabusiness.com / digital SPA BUSINESS 1 2011 ©Cybertrek 2011 JlYjZi`Y\kfk_\jgXYlj`e\jjn\\bcp\q`e\ nnn%jgXYlj`e\jj%Zfd&\q`e\ =iXeZ_`j\Ôijk]fiJ\ej\f]KflZ_ ;@8IP;8K KFDN8CBc\e@mp?fkJgi`e^jgi\j`[\ekcXleZ_\jZfejlckXeZp and hairdressing sectors would be an interesting event to attend in 2011. G SPA BUSINESS 1 2011 ©Cybertrek 2011 Read Spa Business online spabusiness.com / digital 19 EVERYONE’S TALKING ABOUT LIZ TERRY » EDITOR » SPA BUSINESS the race for beauty Spas are targeting the beauty market to develop new revenue streams, but face fierce competition from the high street PHOTO: ISTOCK.COM/©RICH LEGG ISTOCK.COM/©RICH PHOTO: ith pressure on operators the treatment is part of the experience and to produce greater profits New research shows the more attention is given to the preparation and yields for their inves- for it and the transition back to reality. W tors and clients, the beauty beauty market has survived As a result, customer service and staff market holds tantalising promise. the recession well and training need to be adjusted to ensure the Beauty treatments can be offered in new services fit seamlessly into the spa. much smaller spaces than spa treatments, could bring much needed But it isn’t just spas which are target- are a lower risk in terms of capital invest- additional revenues to spas ing beauty as a lucrative sector. Everyone ment and – because most are associated from motorway service station operators to with maintenance and self-care – they supermarkets are announcing forays into attract very high levels of regular repeat So the case for combining beauty with the market as the competition for groom- business from loyal customers who can spa seems clear cut: consumers will enjoy ing, waxing and plucking gets hotter. then be upsold to spa treatments. the high-end ambience of the spa while And the crossover isn’t just in one direc- These are all characteristics which make enjoying their regular beauty treatments, tion, as major consumer beauty brands eye the prospect of extending the beauty offer and they’ll fill in the quiet times for spa the spa market with a view to expansion. an appealing one for operators in the spa operators and improve the business yield. The Dior Institute, for example, has just market – especially as it’s a sector which But spa and beauty aren’t easy bedfel- opened its second site at the Es Saadi Pal- tends to attract lower-volumes of business. lows and operators must be sensitive to the ace Spa in Marrakech –it’s first within a As spas focus on developing more reg- challenges of combining the two disciplines. hotel outside France and within a spa. ular income streams and building local This is largely because staff tend to come So should spas invest in beauty facilities business – including through membership from very different backgrounds. and adjust their operations to accommo- schemes (see sb09/3 p20) – it’s likely more The central focus of a salon is to offer date an increase in these services. If so, will turn to the beauty industry for the treatments – manicure or eyelash tint, for how can they ensure the two bed down services with which to achieve these goals. example – while spas offer a journey where well together? We investigate. 20 Read Spa Business online spabusiness.com / digital SPA BUSINESS 1 2011 ©Cybertrek 2011 ased on Coyle Hos- or more facials. Again, this pitality Group’s STEPHANIE PERRONE GOLDSTEIN clearly indicates that when consumer surveys considering off ering beauty, B VP of sales and marketing, conducted over the past year, basic services are still the we see an emerging con- Coyle Hospitality Group clearest way to attract and sumer trend toward beauty. retain clients but maybe no However, this trend is toward more than traditional spa a more ‘basic’ form of beauty maintenance. In the Coyle Global Spa Survey this year, treatments such as massages and facials. When asked their primary purpose 54 per cent of respondents indicated they One must also consider, as always, the bot- for recent spa visits, 60 per cent of those were likely or very likely to try waxing or tom line. In most situations, medical-based polled said they’d recently visited a spa for hair removal at a spa they had never been beauty treatments have a much higher price hair, nail or waxing treatments and 44 per to before, 83 per cent said they would try a point than traditional beauty treatments cent to improve appearance [respondents manicure or pedicure, and 14 per cent they such as nail or hair services. Additionally, were permitted to select more than one would try a ‘medical’ procedure like Botox depending on the spa’s pricing model, they response]. With spending remaining con- or collagen injections. Th is indicates that can potentially yield far more to the bot- servative, we anticipate that consumers when viewed purely as a marketing tool, tom line. When considering adding beauty will continue to schedule services like this, basic services would be more likely to draw treatments, the spa will, of course, need to which they view as ‘necessities’, over those consumers in than the elaborate ones. consider this and what the purpose of add- that they consider ‘luxuries’. In terms of the popularity of beauty treat- ing the treatments is: to draw consumers in? There’s been some speculation as to ments, 57 per cent of respondents reported Retain them? Produce additional revenue? whether ‘maintenance’ or ‘beauty’ treat- they had fi ve or more manicures/pedicures a Or perhaps all of the above. ments can serve as a marketing tool. Th is year, 38 per cent had fi ve or more waxing or It’s always advisable for spas to survey or means the spa utilises basic services to draw hair removal services and only 1 per cent had interview the best and most loyal clients dur- the consumer in and then promotes addi- medical beauty services. In comparison, 38 ing the planning stage to identify how these tional spa services to those consumers, with per cent reported having fi ve or more mas- services would benefi t existing and new cus- the intention of retaining same-store sales. sages per year and 17 per cent reported fi ve tomers. Without demand, even the best, most elaborate services can yield nothing. It’s advisable to survey or interview loyal clients to see how Stephanie Perrone Goldstein is a graduate of the Cornell Hotel School, with experi- beauty services would benefi t new customers. Without ence in sales, room division operations and demand, the most elaborate services can yield nothing spa in the luxury hotel market. Details: www.coylehospitality.com he beauty and anti- ages good muscle tone and ageing sector is an CASSANDRA CAVANAH restoring labial and vulva incredibly important contour to a plump fi rmness T Executive director, SpaFinder Europe revenue generator – recent with a process involving research shows they’re lasers, while vagina facials responsible for the largest are fi nding a market to help share of the US$1.9tn well- women deal with the eff ects ness arena. With revenues of US$679bn to target the parts of the face where tension of waxing by removing ingrowing hairs. annually, according to the 2010 SRI Inter- and stress are stored, leading to a tighter, Another non-invasive treatment hitting national report, Spas & the Global Wellness smoother complexion. spas is a fat-freezing treatment from Zeltiq, Market: Synergies & Opportunities. Th ese are all about naturally boosting which claims to remove cells from targeted Spas have long supplemented their off er- collagen production and they promise to areas of the body. Unlike traditional fat ings with traditional beauty treatments, tone sagging skin without the artifi cial look reduction, this requires no needles, surgi- including manicures, pedicures, waxing and which can occur with Botox or fi llers. cal incisions, anaesthesia or recovery period facials. But now we’re seeing a move towards And lest you forget that beauty is more than – making it perfect for a day at the spa. Th e a whole new kind of beauty. SpaFinder’s 2011 skin deep, facials aren’t just for faces anymore. fi rst Zeltiq device in the UK is at the Beyond Spa Trend Report™ fl agged up extreme beauty Th ey’re now being applied to the whole body MediSpa clinic in Harvey Nichols, London. as one of the top trends to watch for. – inside and out. Of course, back, foot and Th ere’s no doubt that spa and beauty go Though medi-spas can boast of new hand facials are common, but spas are also hand in hand and that the growth in non- and improved injectables – in themselves now doing ‘booty’ and vagina facials. invasive, but eff ective beauty treatments can extreme – spas that want to appeal to the The Smooth Synergy Day Spa in New fuel an operator’s bottom line. new breed of consumer looking for natu- York pampers your behind – exfoliating it ral yet signifi cant results will be turning to using microcurrent therapy to help reduce Cassandra Cavanah is executive director of treatments like derma-rolling, acupunc- the appearance of cellulite and then apply- SpaFinder Europe, with responsibility for the ture facials and buccal facials – an intense ing spray tan. Phit, another spa in New division’s overall marketing and PR. Details: facial massage done from inside the mouth York, focuses on pelvic health and encour- wwwspafi ndereurope.com SPA BUSINESS 1 2011 ©Cybertrek 2011 Read Spa Business online spabusiness.com / digital 21 EVERYONE’S TALKING ABOUT the race for beauty ANDREW GIBSON Group director of spa, Mandarin Oriental ny business that provides body treat- A well thought out beauty ments and skincare simply can’t strategy can significantly A aff ord to ignore the fast-growing, boost revenues and have a multi-billion dollar beauty industry. number of other benefits, Research by STR shows that spa treatments including attracting new yield more revenue-per-treatment-per-hour customers, strengthening than beauty treatments, leading many spas the spa experience – and to perceive things like waxing, manicure and therefore the pricing – and pedicure as additional, cumbersome serv- meeting the demand for ices with low profi t margins. shorter treatments. But beauty isn’t limited to grooming and Launching into beauty with so many innovative ways of providing also gives operators the treatments with a mix of therapeutic relax- opportunity to create ation and health benefi ts, there’s plenty of beauty rooms that are room for beauty in spas, especially given STR smaller than spa treatment found revenue-per-hour from spa treatments rooms, so more can occupy has declined in the US over the last two years, the same footprint and gen- while revenue from beauty has been stable. erate higher overall revenue. Market demand for vanity is so great that In addition, there will also all spa operators should consider the role of be opportunities to design beauty in their business, but not let it dictate additional multi-use sta- the ethics of that business. tions such as those for hair, Spas should have a philosophy and a story manicures and pedicures. LEGG ISTOCK.COM/©RICH PHOTO: behind the journeys they off er. Th is creates an In some operations, intro- identity that enables guests to connect. Spas ducing a beauty off er could also transfer Treatments like manicures can be may be holistic, for example, with stated or some of the lower profi tability treatments completed quickly in a very small space - implied natural products and treatments, or out of the spa and into the beauty rooms. in some cases in public areas they may pride themselves on result-driven Since suppliers tend to have excellent treatments using the latest technology. Sim- retailing experience, adding beauty also ena- able return on investment for their spa. ply adding beauty services may completely bles operators to leverage the marketing and Heat and wet areas, large hydropools and destroy the brand message that has been built, promotional power of major beauty brands, areas that are off ered free to guests don’t gen- with consequences for the existing customer improve the visual presentation and retail erate transparent returns, whereas treatment profi le and loyalty. If your spa is part of a science of product displays and increase rooms have established formulae showing chain, the action of one spa could aff ect the retail opportunities through product rec- return per square metre. Th is puts pressure business of all others. Imagine the brand con- ommendations and homecare sales. on the design of future spas, making beauty fusion if one outlet of an all-natural spa chain Beauty maintenance is a regular purchase treatments in small rooms – with high pric- started off ering Botox! which can increase the frequency of visits ing, regular repeat guests and good retail Assuming a clear union of spa and beauty by customers. Th is business can then be margins – a compelling proposition. treatments can be found, there are excellent enhanced by off ering multiple sessions or If the design of spas is changed to the revenue opportunities for spas. Th e STR courses to address particular requirements. model currently being developed on the fi gures indicate that beauty doesn’t yield One of the consequences of a maturing high street by prominent names, then the as much per hour as spa treatments, but a spa industry is that research provides more guest journey and experience will be lost little further explanation is required. Th e information about the business models of and there will just be salons in hotels. fi gures don’t look at the return per square spas. Coupled with the economic pressures Th ere’s a place for both and that’s why metre or the retail ratios and when these to justify investment cost and regardless of Mandarin Oriental will launch a philosophy factors are taken into account, beauty looks the validity of the information, investors and for beauty soon which will allow our spas to an attractive proposition. owners are more inclined to seek a quantifi - develop their own beauty strategy without compromising their core principles. In fact, it will meet one of our philosophies to pro- Market demand for vanity is so great that all spa operators vide our guests with informed choices. should consider the role of beauty in their business, but Mandarin Oriental Hotel Group operates not let vanity dictate the ethics of that business spas within its hotels across the globe. 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Eastern traditional expertise in the creation of product methods and Western effleurage, fuse formulas, textures, scent and packaging, together, allowing positive energy flow, all meticulously chosen to bring the guest requiring no less than 300 strokes. to absolute well-being. Signs of fatigue disappear and you feel Shiseido product lines help you realise your personal potential for truly relaxed. The skin becomes radiant, supple and full of youthful vitality. beautiful skin. Incomparably refined, Shiseido’s products simultaneously Lasting effects and significant improvement will continue, with regular delight the senses of sight, touch and smell. care under the skilful hands of Shiseido’s beauty therapists, and at home, using high performance Shiseido product lines. For more information on Shiseido Spas, please find us on www.shiseidospas.com INTERVIEW SHARILYN ABBAJAY The development and consistency of spas is paramount to Marriott International as it repositions itself as a lifestyle hotel brand. We talk to the woman who’s been brought in to shape its global spa strategy KATIE BARNES » MANAGING EDITOR » SPA BUSINESS arriott International perpetuate its growth globally,” says Shari- Company because it wanted a more upscale is no stranger to spas. lyn Abbajay, who was appointed to the newly channel (rather than drug stores) to sell its It has been operating formed role of vice-president of global spas products. Th ey opened several Noelle Day them for more than and retail in June 2010. “It has realised that Spas across the US and Abbajay helped to 20 years and today spas can add value and authenticity and ena- develop the concept. “Not many people in our Mruns 170 of them across its hotel portfolio, ble it to stay competitive. It now truly respects industry realise that Gillette had a huge stake which comprises the brands Marriott Hotels and honours the spa with retail discipline.” in refi ning the day spa concept,” she says. & Resorts (including JW Marriott), Renais- In the 80s, Abbajay was recruited by Eliz- sance Hotels, Ritz-Carlton, Bulgari Hotels & A TURNAROUND AGENT abeth Arden to help redefi ne its concept and Resorts and EDITION – the boutique chain Abbajay has more than 30 years’ experience business model. She also owned a spa consul- it launched in collaboration with renowned in the salon and spa industry, but actually tancy and worked with the Neill Corporation hotelier Ian Schrager in late 2010. started her career as a professional dancer – one of the largest independent distributors Until recently, however, the group for a regional dance troupe in Washington of Aveda products –where she oversaw the regarded spas as an ‘add-on’, with no cohe- DC. “I grew up surrounded by make-up art- operations of 18 Aveda Consumer Lifestyle sive approach to its concepts, except for ists, hairdressers and physiotherapists who Salons and Spas. In addition, she currently pockets in certain regions, such as the Quan looked aft er the troupe,” she says. “I also sits on the executive committee at ISPA. Spa brand in Asia–Pacifi c (see SB06/4 p22). had nine aunts in the beauty business, so as “I’ve been labelled as ‘the turnaround In an attempt to reposition itself as a lifestyle a ‘starving artist’ who needed to supplement agent’ and I think that’s a worthy title. If hotel off ering – and to also shake off its busi- her income, I became a nail technician and a business is ailing, or if it needs help and ness traveller hotel image – it has stepped then a beauty therapist aft er that.” support, I can give that. How many people up its interest in spas signifi cantly. While working in the hair industry, Abba- can say they’ve worked for Gillette, Elizabeth “Th ere has been a great shift in Marriott: jay met Noelle DiCaprio, a day spa owner Arden and Estée Lauder [which owns Aveda] it is realising that the spa business can help who went into partnership with the Gillette and have the spa experience [I have]?” So, it’s no wonder that she was “whisked in” quickly by Marriott with a view to over- seeing its global spa initiatives. Under a new structure, she will be supported by a direc- tor of spa operations in each continent, with two in the Americas as that’s where 60 per cent of the spa business lies. Th ese directors will be responsible for all spas in their spe- cifi c region, whereas previously the director roles were divided according to the hotel brand with separate directors for spa operations for Marriott Hotels & Resorts, Renaissance and Ritz-Carlton globally. Marriott is repositioning itself as a lifestyle hotel offering, with resorts like this JW Marriott Camelback in Scottsdale, Arizona. 24 Read Spa Business online spabusiness.com / digital SPA BUSINESS 1 2011 ©Cybertrek 2011 “I’m going to bring in retail and sales experts to help us develop a training programme. My aim is to get 30 to 35 per cent of spa revenue coming from retail globally. I think that really would be a huge achievement” Abbajay has more than 30 years’ experience in the salon and spa industry but started her career as a professional dancer, supporting her income as a beauty therapist For the first six months, Abbajay kept a low profi le while taking stock of the situation. “I went on a two-week global tour [of the spas] in six countries and visited 29 properties,” she says. “I needed to enlighten myself on some of the weaknesses of spas at Marriott as well as the strengths and to also look at what the opportunities and chal- lenges were. Th is trip gave me a great global perspective and some insight into what direction I should take.” CONCEPTING AND CREATING Th e short-term plan, says Abba- into a sea of sameness and this is where the into reality. “I’m a dreamer and the choreog- jay, is to “work with the low hanging fruit” concepting comes in. rapher in me comes out in work like this, but by working with existing spas to tighten up “JW Marriott guests, for example, are very I’m working with Marriott’s brand leaders, operations and developing a thread of con- cultured people who like to have meaningful the marketing team and operators – so really sistency across the board in terms of the experiences but prefer to be guided in deci- there’s a whole concept team involved.” pre- and post-visit stages and the entire sions, whereas Renaissance guests are more However, there is already one spa that guest journey. “We want to have touch point adventurous and want to discover the cul- is fi nished and has just come to market. In standards that every single brand displays,” ture for themselves. Th is will all be refl ected February, the Saray spa concept launched at she says. “Th at is not happening right now, in the spas, from the architecture – we have the Dubai Marriott Harbour Hotel & Suites. everyone is just doing their own thing.” concept architects who are already on board In Persian, the word saray means caravan, In the longer-term, her focus will be on – to the facilities and treatments, and this will explains Abbajay, and traditionally those new spa openings. “Marriott has a very all diff er at a local level.” travelling by the Nile on camels would take strong pipeline, with about 90 spas in the Th e majority of spa concept work is still in rest under tented sarays, so the concept is next three years,” she says. “However, I do the planning stages, with a committee of indi- based on the philosophy of providing “a rest- not want the Marriott [spa] portfolio to fall viduals to help Abbajay transform her visions ful place for weary travellers”. SPA BUSINESS 1 2011 ©Cybertrek 2011 Read Spa Business online spabusiness.com / digital 25 INTERVIEW SHARILYN ABBAJAY “The reason why I like concepts rather than spa brands is because you can take the essence of what the concept is and adapt it” Th e inaugural Saray spa features six treat- ment rooms (four for ladies and two for men) and a hammam. A sense of place is given through the colour scheme of earthy hues and gold, with Middle Eastern inspired treatments such as a Spiced Pomegranate and Moroccan Yoghurt Detoxifier and an Arabic Coff ee Awakener. Th ere’s also a bespoke product line that’s been made using native spices such as frankincense and myrrh. Other product houses include Phytomer and June Jacobs. While the plan is to roll out Saray spas across the Middle East – they will soon open in Libya, Qatar and Dubai – Abbajay sees no reason why it couldn’t work in other inter- national locations. “Th e great thing about Saray is that you can model ‘the restful place for weary travellers’ idea. Th is is the reason why I like concepts rather than spa brands – because you can take the essence of what the concept is and adapt it.” In terms of pipeline developments, forg- ing strategic partnerships with management companies and product houses is something else that Abbajay is working on. “I’m in dis- cussion with a few companies about this, but “Secondly, we’re going to focus on education. I can’t divulge anything more yet,” she says. Training is the key – if I had $100 to spend The initial aim is to create consistency across At present, Marriott has 260 spas, 170 of on either marketing or training then the Marriott spa journeys in terms of pre- and which are managed in-house and Abbajay wise choice would be training: because that post- visit stages and the entire experience says that it wants to keep this balance. Yet becomes your marketing. We need to bring she is in the process of evaluating its third- retail and sales experts in to help us develop party spa management companies. “We need a training programme and this will probably to make sure that they’re in alignment with tinents that we can’t reach, without losing take another six months, if not longer.” the Marriott culture, expectation, standards the foundation of what we’re trying to con- Th e aim is to get 30 to 35 per cent of spa and philosophy and to ensure that the com- vey, then we will be successful.” revenue coming from retail globally. “Th at pany is secure: there are a lot which are going would be a huge achievement,” she says. out of business at the moment.” SALES CULTURE Th e retail sales percentage, however, is When it comes to product houses, she says: Another key priority in Abbajay’s strategy is only one part of the equation. Abbajay says “Marriott is a very trusted consumer brand, so to focus on retail within the spa environment. that, moving forwards, the idea is to have a we have partnered with professional spa prod- “Th ere is no sales culture in our facilities and full spa fi nance matrix in place: “One thing ucts such as Kerstin Florian, Naturopathica, that’s something we really need to focus on. I’ve learned about Marriott is that its [spa] Éminence, Aveda, La Prairie and June Jacobs.” We’re not starting right at the beginning matrix is measured very closely to how its Yet one of the challenges Abbajay foresees because there are already many channels of hotels are measured,” says Abbajay. Th e spa with developing consistency across an inter- retail that are activated – through the spa, matrix will cover a myriad of aspects from national, growing spa portfolio is the logistics gift certifi cates, hotel shop, e-commerce and revenue per available treatment room hour of shipping products. “It’s going to be quite in-room amenities. But, fi rstly, we need to to the utilisation rate, and it will eventually diffi cult, but I am a realist,” she says. “If we identify all of these and look at how they’re include more detailed numbers such as what can get 50 per cent and then modify for con- performing and what we can work on. area of the spa is bringing in the most profi t 26 Read Spa Business online spabusiness.com / digital SPA BUSINESS 1 2011 ©Cybertrek 2011 LEADERS IN AROMATHERAPY The trusted leader in Aromatherapy for over 35 years, in distinguished Spas worldwide. Experience Decléor’s uniqueness Unrivalled expertise in the blending of natural active ingredients, creating exclusive and exceptional Essential Oils. Award winning iconic Aromessence™ serums. Luxurious and highly effective comprehensive treatments. Decléor understands the body like no one else through the unique back diagnostic massage. Groundbreaking Aromatherapy product Innovations with incredible results and performance. THE POWER OF ESSENTIAL OILS FOR YOUR NATURAL BEAUTY Discover DECLÉOR and the latest Innovations, calling on 020 7313 8780 or visiting www.decleor.co.uk INTERVIEW SHARILYN ABBAJAY PERSONAL FILE Sharilyn Abbajay Favourite fi lm: A Few Good Men Favourite way to relax: I take a hot bath… I’m a simple person! Favourite spa: Westglow Spa in the Blue Ridge Mountains, North Carolina, US Favourite spa treatment: Refl exology Who do you most admire? My father. He gave to life without prejudice. He was loving, trustful, kindly, quiet and giving, and a very special human being What’s the best piece of advice you’ve ever been given? It was from my father who was a baseball player. He taught me to “never take your eye off the ball” – beauty services, body treatments, facials or retail etc. Th e system is already partially Marriott has teamed up with Studio 54 creator for the new boutique hotel chain EDITION in place: “I moved very swift ly in the fi rst four months to get information and we’re Th e fi rst EDITION property opened working with Marriott’s fi nancing depart- The next EDITION at the end of 2010 on Waikiki Beach ment and asset managers to create a global in Hawaii and further properties are fi nance recording of our profi t.” In 2007, Marriott International and planned for Istanbul in the fi rst quar- In addition, Abbajay holds monthly meet- hotelier Ian Schrager, announced a ter of 2011, then Barcelona, Bangkok, ings with her directors of spa operations in partnership in launching EDITION: Mexico City and Miami. Th ere will be each continent to identify and set suitable a boutique hotel chain to rival brands a spa element in each hotel. benchmarks. “Th is is part of the expertise such as Starwood’s W hotels. Sharilyn Abbajay, vice-president of that I really bring to Marriott. From day one Schrager, the style icon most famous global spas and retail at Marriott Inter- I have been taught that spas are a business, for creating the Studio 54 nightclub in national, says: “EDITION spas haven’t just as if you’re running a restaurant or a New York, assumed the role of crea- come onto my radar yet and even if they manufacturing company. Th ey’re independ- tive director, and promised the brand had I wouldn’t be able to say too much! ent profi t centres and that’s the diff erence.” “would be unlike anything you’ve seen I think that this may change in the next before”. Th e notion was that each hotel three to four years and there will be MAKING A DIFFERENCE would be completely unique and authen- more involvement from head offi ce, in So, where and what are the plans for rolling tic to its location and social milieu – a the meantime we’re here to fully support out Marriott’s spas? Th e greatest amount of strategy that would make it stand out in him [Schrager] and make any recom- development will – unsurprisingly – take the marketplace. mendations and suggestions.” place in Asia and the Middle East, while the focus of brand expansion is on JW Marriott, Ritz-Carlton and Renaissance. One of the challenges in developing and running international spas, is that “strong leadership is essential,” says Abbajay. She certainly seems to have that characteristic, as well as a strong sense of passion for her job and industry. “I am driven by the knowl- edge that we all have the power to make a diff erence to people’s lives. Some may think that sounds self-serving, but I truly feel that I can help people to feel better about them- selves. I think that stems from how I was brought up – my dad was a very loving and caring individual and he taught me that we all have something to contribute to society, even if it’s only a gracious smile. “My overall mission, however, is to help the spa industry to become more relevant Th e Saray spa concept, with its signature coff ee and Dead Sea salt therapies, in people’s lives – rather than to be thought launched in Dubai in February and will be rolled out across the Middle East of as just a pampering experience.” ● 28 Read Spa Business online spabusiness.com / digital SPA BUSINESS 1 2011 ©Cybertrek 2011 L’OCÉAN. LA SCIENCE. LA BEAUTÉ. BENCHMARK ON THE CONTOURING MARKET FOR 40 YEARS SPA FOCUS PRODUCT INNOVATION THE ULTIMATE CONTOURING IT ALL STARTS WITH GENES. PERFORMANCE IN SPAS AND INCLUDING CONTOURING. BEAUTY SALONS. 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[email protected] I Ph: +33 2 23 18 31 31 I www.phytomer.com INVESTIGATION RHIANON HOWELLS » CONSULTING EDITOR » SPA BUSINESS REALTY CHECK esidential spa commu- nities have been a hot As the global economy recovers from financial crisis, topic in the global well- ness industry ever since we ask what the future holds for the spa living sector operator Canyon Ranch in the US – where the trend began and where it’s unveiledR its seminal ‘Living’ concept in 2003. And in the wake of this news, a suffered some of the greatest losses – and touch flurry of other developments were upon what’s happening elsewhere in the world announced: several more high-profile operators revealed plans for wellness communities in the US, while substan- tial spa facilities swiftly became must-have amenities for luxury Texas. Those projects that have opened in the last real estate developers the world over. three years – including Clinique La Prairie Lifestyle However, the spa/real estate love affair – in the US, at least – hit Residences at Ten Museum Park, Miami, and Cooper the rocks when the world was plunged into financial crisis. By the Life at Craig Ranch in McKinney, Texas – have done time Arizona-based destination spa operator Miraval and New York so in a very challenging marketplace. developer River Terrace Apartments announced the end of their The fate of these projects might not be indica- partnership – for the Miraval Living condominium development – tive of all residential models with spa elements in last October it had long been over. Although, it should be noted that the US – urban apartment blocks with scaled-down New York-based operator American Leisure has since taken over the fitness or spa facilities and golf communities with Miraval development, which has been renamed 515East72. built-in spas appear to have done better – or indeed Even before the inaugural Canyon Ranch project opened in Miami developments in other parts of the world. However, Beach in 2008, the company’s plans for two other Living projects – in it’s to be noted that more substantial spa real estate Bethesda, near Washington DC, and Chicago – had been cancelled, projects have certainly suffered a dramatic fall from while last year the Miami-based Pritikin Longevity Center and Spa grace, with the US market, as a pioneer in this field, also shelved plans for a Pritikin Living development in Houston, inevitably one of the hardest hit. However, along with the stirrings of economic recovery, there are some early signs that the spa real estate trend is by no means dead in the water – in the US or elsewhere in the world. Canyon Ranch is already moving ahead with an international rollout of its Living brand, a residential development from UK health-resort operator Champneys is set for a 2012 opening in Marbella, Spain (see p34) and other projects across the globe are successfully mixing real estate with significant spa offerings in different guises: Four Seasons and Six Senses are just two operators that can testify to this (see p33). But how much potential does this sector really have, given its dif- ficult last few years? Will the obstacles it’s encountered disappear as the housing and financial markets stabilise, or is it a trend ahead of its time, a fact the economic crisis has simply thrown into relief? Which models have proved the most resilient and offer the most opportunity for growth? And while the US has been the leader in the sector to date, what’s going on in other markets elsewhere? Living the dream Given the difficulties experienced by the Canyon Ranch Living and Canyon Ranch is already moving ahead with an international rollout Miraval Living projects in the US, Susie Ellis, president of media and of its Living brand, despite two US sites being cancelled in 2008 marketing company SpaFinder, is unsure whether there’s sufficient 30 Read Spa Business online spabusiness.com / digital SPA BUSINESS 1 2011 ©Cybertrek 2011 demand for dedicated residential communities mod- As for the cancellation of the Bethesda and Chi- elled on destination spas – that is, with extensive cago developments, Milner simply blames the daily spa, fitness and medical programming in addi- Canyon Ranch Living Miami collapse of the real estate market, saying: “We were tion to a full range of amenities. “I think that’s a is attracting about 100 the victims of the world’s worst timing on those challenging model,” she says. “It is the ultimate for sales leads a week, which projects, definitely… I really believe if they had come people who are core spa-goers, but unfortunately I is around a three-fold to the market six months or nine months earlier, just don’t think it pencils out in the long run.” increase from early 2009 they would have sold out.” Yet while Gary Milner, vice-president of develop- So why was Canyon Ranch Living Miami able ment for Canyon Ranch, acknowledges that the last few years have to weather the economic downturn when Miraval Living was not? not been easy, he is surprisingly sanguine about the strength of the Miraval declined to speak to Spa Business about this issue, but Canyon Ranch Living model. “We launched in Miami in Novem- according to a report in the New York Times, Miraval executives ber 2008, two months after the failure of Lehmann Brothers, the said the developer had repeatedly missed payments and not com- project’s financial partners. What happened in ’08 was devastating plied with the terms of its contract, while James W Sheehan, the on a macro level to virtually everyone in the US real estate market, project manager, said troubling delays with the opening of the spa so we couldn’t have launched at a harder time. But what’s happened led the developer to end the partnership and look for a new operator since is that buyer confidence has improved.” (which it found in American Leisure). At that time, it was reported As a result, Canyon Ranch Living Miami – which already has 60 that fewer than half the 365 units had been sold since the building per cent of close to 600 units sold, and more under contract – is see- went on the market in 2007. ing “the best sales traffic and activity we’ve seen in a long time,” says Part of the trouble with Miraval, believes Ellis, was that in addi- Milner. “Right now we’re seeing about 100 prospects a week, which tion to the incredibly difficult economic climate it was launched is maybe a three- or four-fold increase from early ’09.” in, the property was beleaguered with city zoning restrictions that SPA BUSINESS 1 2011 ©Cybertrek 2011 Read Spa Business online spabusiness.com / digital 31 INVESTIGATION The Miraval Living project was beleaguered with city zoning restrictions that meant it could not include memberships or day-spa memberships in its model, either of which would have helped increase revenues and cover overheads American Leisure’s The Edge is a successful residents-only development with extensive wellness amenities meant it could not include memberships or day-spa business in its What she does see as a trend, both in the US and further afield, is model, either of which would have helped increase revenues and the consumer’s appetite for ‘wellness lifestyle’: residential develop- cover overheads. “It just didn’t really have a chance,” she says. ments where people can access the kind of services they need to lead Canyon Ranch Miami, by contrast, does not rely solely on resi- a healthier, more fulfilled life – spas, fitness and/or sports facilities, dents: crucially, the model includes a condo-hotel, whose owners relaxation spaces, restaurants serving healthy food – but without are able to put their properties into a rental programme when not the heavy-duty programming of a destination spa (or its associated in residence. “The hotel is essential from the revenue standpoint, overheads). And it’s a trend Ellis believes is only going to grow as the because the hotel guest is a more intensive user of everything – the health-conscious Baby Boomer generation reaches retirement age, restaurant, the spa services, the doctor – than a resident would be,” adding that affluent young families are another key market. says Milner. “[Another reason] the hotel is interesting is that it’s the Tom Johnston, chief operating officer of American Leisure, which number one source of buyers. They come here, they enjoy everything specialises in delivering wellness lifestyle solutions to residential devel- we have to offer and then they enquire. A very high percentage of opments, agrees the demand is there: while pools, health clubs and people who buy have visited the hotel previously.” even small spas have been features of luxury apartment buildings for The property is also set up to sell memberships if needed, he says, some years now, a large number of condo developers are now investing although “after this winter season, between the increased closing much more heavily in wellness and leisure amenities, he says. “People and occupancy of units and the increased occupancy of the hotel, I want luxury, but they don’t have the luxury of time, so they’re looking really don’t think we’re going to have the capacity.” for a lifestyle where all the amenities they need are at home – the spa, fitness centre, community spaces – all under one roof.” Wellness lifestyle Although some US developers with this kind of offering are strug- While Ellis concedes that including a rental programme and/or a gling to move units in the wake of the recession, particularly in the local business element makes the model more viable, she remains cities, this is not indicative of the US market as a whole, says John- unconvinced of the immediate potential for destination spa-style ston, who points out that American Leisure grew its business in 2010. real estate developments. “Canyon Ranch Living Miami has gotten Nor does he believe that developments must include condo-hotel through and I’m delighted it’s continuing and I wish it every success. units, sell memberships or open up to day guests to justify a sig- But if Canyon Ranch can’t do it easily, it’s going to be extremely dif- nificant wellness investment – the key, he says, is to make sure that ficult for others to make it work.” the amenities are not overbuilt: “I wouldn’t say they’re essential, but 32 Read Spa Business online spabusiness.com / digital SPA BUSINESS 1 2011 ©Cybertrek 2011 when you lack the ability to include those elements, private residences – and more offering fractional you’ve got to take a hard look at your model.” ownership – and says 75 per cent of all future prop- As an example of a successful residents-only devel- Six Senses Private erties will have a residential component. opment with ample wellness amenities (40,000sq Residences division has Smaller spa resorts in various global markets are ft/3,700sq m), Johnston points to American Leisure’s performed remarkably well. also seeing the potential of adding some residential The Edge in Williamsburg, Brooklyn. At the time of Its Saigon River site just real estate to their core offer. In the US, destination writing in December, the 565-unit development had soft-launched locally spas Miraval in Arizona, Canyon Ranch in Arizona over 100 units closed and 100 more in contract, and and Massachusetts, and Red Mountain in Utah have since occupancy began in August had averaged a deal a day. “We’re had success selling on-site private residences, while in Asia Banyan pretty confident it’s not overbuilt, the units are selling and the devel- Tree and Six Senses (both resort companies with very strong spa and oper is extremely happy,” says Johnston. wellness offerings) have burgeoning private residences arms. And it’s not only in the US that real estate developers are seeing the Despite launching three years ago, just before the economy value of investing in wellness lifestyle. Johnston says American Leisure imploded, Six Senses Private Residences division has performed is talking to a number of developers abroad, particularly in the Mid- remarkably well, with three developments currently being marketed dle East. Examples of similar projects already popping up elsewhere in – two in Thailand (Soneva Kiri and Six Senses Yao Noi) and one the world include the Soul development currently under construction in Vietnam (Six Senses Con Dao, opened in December) – and a on Australia’s Gold Coast which is selling well (despite being down fourth, Six Senses Saigon River, which has been soft-launched locally. the road from existing residential property the Q1 Resort and Spa) According to Adam Taugwalder, who heads up the division, all the and Antel Spa Residences in Makati City, in the Philippines. properties are meeting sales expectations – looking at the two Thai resorts, 15 of Soneva Kiri’s 20 units and five of Yao Noi’s 15 units are Hotel and away already sold, despite 2009 being one of the Thai market’s toughest Also tapping into this appetite for ‘wellness lifestyle’ with some years ever thanks to the combination of political troubles and the success are several large hotel and spa operators, including Hyatt, global downturn. In Vietnam, meanwhile, eight of Con Dao’s 15 Fairmont, Ritz-Carlton and Four Seasons, which are increasingly units had been sold before the resort even opened. adding private residences to many of their urban and resort settings. The key to this success, believes Taugwalder, has been not betray- Four Seasons has 21 properties across the world with full-ownership ing the company’s roots as a resort operator and keeping numbers SPA BUSINESS 1 2011 ©Cybertrek 2011 Read Spa Business online spabusiness.com / digital 33 INVESTIGATION small. “We usually take the number of resort units other luxury housing developments in the region and then add a maximum of 50 per cent in residen- “have either stopped completely or are lying empty.” tial units,” he says. “We get a very healthy premium Four Seasons has 21 Originally scheduled for completion this year, the with our brand and it would be impossible to achieve properties offering property is now due for a 2012 launch, but only 50 per cent sales in this climate, with that premium, full-ownership private because of construction delays linked to unprec- if we were selling 200 units rather than 15 or 20.” residences, and more with edented rainfall in Spain. In terms of what the residences arm brings to the fractional ownership Although he admits they are selling at the “worst resort business, the capital generated by real estate possible time in Europe” – especially with the weak- sales is one advantage, says Taugwalder: “Financing is harder to ening of the pound against the euro – Payne believes that in a strange come by and the costs of building a five- or six-star resort are going way the downturn may actually have helped to attract buyers. “We’ve up and up, so it’s definitely a factor.” Beyond that, the residences marketed very much to existing Champneys’ users who know the help create a community feel, he says, while the rental programme brand [and who see this as] a lifestyle opportunity where they can means there’s a greater variety of rooms to offer hotel guests. The also get a return on their investment. Opportunities to invest money rental programme also helps attract buyers by promising a return on and get a return are few and far between at the moment and although investment, says Taugwalder, although he stresses the company only this is a new opportunity, and there is a risk attached to it, our track sells “to lifestyle buyers who want to be part of the community.” record of UK occupancies [gives our investors confidence].” Another spa real estate model that appears to have weathered the Importantly, the development includes a rental programme for downturn relatively well – both in the US and elsewhere in the world owners, and Marbella is only a 45-minute drive from Malaga Air- – is the golf-cum-wellness community, with examples including Cliffs port, a hub for budget airlines flying from the UK. The spa will Communities and Cooper Life at Craig Ranch in McKinney, Texas, also be open to day guests and memberships may be considered, in the US and Mission Hills Shenzhen in China. depending on occupancy. Looking ahead, Payne believes the model could be a very effec- Mixing it up tive way to expand the Champneys brand internationally. “Really It perhaps comes as no surprise to learn that, when it comes to it’s about finance and development,” he says. “Creating a facility the weathering an economic downturn, some of the hardiest models size of what we have in the UK requires a huge amount of invest- have been the hybrids. But does this mean that dedicated spa com- ment and the climate at the moment is not the best one in which to munities in the Canyon Ranch vein – where real estate combined acquire that, [whereas this model] appears to be a very attractive with extensive wellness programming is the primary focus – are business proposition.” indeed ahead of their time? On the other side of the Atlantic, Milner shares this confidence for Ray Payne, managing director of Champneys, thinks not: Champ- Canyon Ranch, revealing that the company is already in talks with a neys Marbella, a 72-villa residential development centred around number of international developers regarding taking the Living con- a wellness centre comparable with the company’s destination-spa cept overseas. “The only thing that held us back is the macro-economic offerings in the UK, is already two-thirds sold, despite the fact that climate,” he says. “We’re expecting to have a record season.” ● 34 Read Spa Business online spabusiness.com / digital SPA BUSINESS 1 2011 ©Cybertrek 2011 www.naturalspafactory.co.uk DESTINATION SPA UK FOCUS KATIE BARNES » MANAGING EDITOR » SPA BUSINESS PLAYTIME Lifehouse, a new £30m destination spa in the UK, has taken a more playful approach to wellness. We take a look around ick a kite and fl y it around his- torical listed gardens, let your taste buds tingle with a pop- ping candy palette cleanser or work up a sweat using the out- Pdoor gym. Th ese aren’t exactly things that you’d expect from a spa, but that’s precisely The spa had its soft opening in December and aims to attract 50,000 guests in 2011 why Lifehouse stands out. “It’s a playground,” says managing director Berni Hawkins. “You come here to enjoy yourself and we’ll also temporary spa in Essex, east England, and relaxation areas, 15 manicure and pedi- enrich your knowledge: through the healing however, is promising to shake things up. cure stations, make-up bays, a hair salon and power of touch or maybe by having a session a boutique; plus a gym, outdoor fi tness cir- with our life coach, so you can take ideas IT HAS MOJO cuit and yoga/pilates studio. home and evolve your standard lifestyle.” Set in 130 acres (53 hectares) of historical and The key feature is its signature Orien- Th ere are only a handful of UK destina- conservational land, the 89-bedroom Life- tal Bathing Experience. In this 31,000sq ft tion spas, but those which do exist – such house, which is very spacious and fl ooded (290sq m) area, which is based on an Asian as Champneys and Ragdale Hall Health with natural light, had its soft opening in bath house, a personal therapist guides Hydro – have dominated the market since December. The 90,000sq ft (8,400q m), guests through a two-hour experience which their health farm days decades ago. Th is two-storey spa has 35 treatment rooms, a includes eastern massage techniques for the new-build £30m (us$48.5m, €35.2m) con- swimming pool and hydropool, thermal spa feet and ankles, bathing and plunge pools, water rooms and a full body exfoliation and essential oil back and shoulder massage. Th e £120 (us$194, €141) journey culminates in specially designed sleep pods on the fl oor above. But how can Hawkins justify dedicat- ing such a large area to just one treatment? “Because it encompasses everything and more of what most people’s perception of spa is,” she says. “Will it be diffi cult to see an ROI on this? Absolutely not. Yes it’s a high capital area, but it will leave people totally zoned out and wanting more.” To list the facilities at Lifehouse doesn’t do it justice. “Th ere’s an energy about this place, it has mojo,” says Hawkins. “I can’t put my fi n- ger on it, but you’re just sucked in.” A former army offi cer, Hawkins started her spa career as operations manager at Champneys in the late 90s before creating her own consultancy. “I came here to help support spa operations and to bring the project to fruition,” she says. Visitors are encouraged to make the most of the beautiful, listed grounds in which the spa is set “I guess the board liked me and what I did, 36 Read Spa Business online spabusiness.com / digital SPA BUSINESS 1 2011 ©Cybertrek 2011 Guests are guided around the Oriental Bathing Experience by a personal therapist so they offered me my MD’s position.” She also sits on the main board as an executive LIFEHOUSE SUPPLIERS director, alongside chairman Steve Brown, non-executive marketing director Angela The equipment and product sup- Horsman and three other directors. pliers at Lifehouse include: Aveda Coming up with the Lifehouse concept (haircare), Babor, Emeyu (teas), Fash- was very much a team effort. The directors ionizer Spa (uniforms), Inner Balance of Tangram Leisure Ltd, Lifehouse’s owning (massage chairs) Jessica (nailcare), company (see p38), wanted fitness and an Matrix (fitness equipment), Neom Asian spa touch while Horsman, who came Luxury Organic, Oakworks, Ojmar from SAGA, specialised in package holidays: (locker locks), Penguin Pools, Pre- there are a selection of themed breaks from mier Software, Safe Space (lockers) ‘dance factor’ and healthy eating ones to fit- and Schletterer Spa and Wellness ness boot camps. Hawkins says: “For the last eight years I’ve worked on spas in Asia, the US and Europe BEST IN CLASS and visited them as a consumer too, so I also Hawkins has put together a top team to had my own ideas of what spa and fitness help her run Lifehouse, from a life coach, is and how to bring them together with the spiritual coach, executive chef and fitness food element. But we also knew we needed expert – who everyone has nothing but specialists to help us. praise for – to ex-Chiva Som naturopath Sue Facilities include plunge pools and heat “We love partnerships and picking peo- Davis. “They’re the best in class because I experiences, as well as 35 treatment rooms ple that we had chemistry with was always want a best in class proposition,” she says. part of the critique.” Such partners include Davis, Lifehouse’s health and wellness apist had to be credible, not someone who’s architects and designers The Manser Prac- manager, came on board seven months just done a weekend workshop.” tice, which is renowned for its innovation before the launch and was heavily involved Davis’s team includes four wellness con- and the product house Babor which is Life- in creating the wellness menu which includes sultants – all ex-nurses who have another house’s exclusive skincare and make-up therapies such as acupuncture, kinesiology, string to their bow like polarity therapy, cra- supplier. “We had a lot of big beauty brands physiotherapy, reflexology and reiki. “I drew nial-sacral therapy or meditation – and an present to us,” says Hawkins, “but Babor said up an A-Z list of alternative therapies and array of alternative practitioners who work they would tailor make a menu that would I picked a varied selection of physical and on a part-time or self-employed basis. work for us rather than trying to get the big- spiritual treatments,” says Davis. “But the Every guest at Lifehouse is sent a health gest opening order possible.” most important thing was that every ther- questionnaire and if certain issues such as SPA BUSINESS 1 2011 ©Cybertrek 2011 Read Spa Business online spabusiness.com / digital 37 DESTINATION SPA severe injuries are fl agged up they’ll automati- cally see a wellness consultant. Th ose on short stays get a quick health check, while guests staying for a week also get an initial consul- tation as well as one mid-week and before leaving. Th e consultations are just one way of not overwhelming people, says Davis: “We don’t throw a brochure at people and tell them to read it. We’ll go through their objectives and recommend the most appropriate thing. “People can be skeptical so we don’t force them to try anything diff erent, but we hold therapy talks and workshops and oft en in a resort environment it’s more word of mouth – guests like to hear about treatments from those who have tried them fi rst-hand.” The signature two-hour experience culminates in specially designed sleep pods At a time when many spas are jumping on the wellness bandwagon, Davis feels the Lifehouse off ering stands out because: “We ing business network groups and creating is Babor’s UK partner; and trips to its insti- don’t pay lip service to it. Many spas say they a robust membership off ering starting at tutes in Russia, the Americas and Sweden off er wellness, but really just have spa treat- £600 (us$970, €700) a year for the 6 to 10pm have already been set up. ments. We are delivering a wellness service weekday Twilight package to the £3,000 – an off er that looks at all aspects of health (us$4,850, €3,500) Wellness Membership DELIGHT AND SURPRISE in terms of emotional, mental, physical and that includes 240 minutes of treatment/ For the three months after opening, the the external and internal.” activity time, four consultation sessions and plan is to closely monitor the packages, discounts for stays. Th e number of mem- breaks and off ers that work well. “We’ve put ROOT INTO THE COMMUNITY bers will be capped at 350 and so far 160 together a group of packages that we think Hawkins believes that involving the local have been sold; and now locals have seen show off all aspects of our product and we’ll community is key to the success of Lifehouse. what the spa entails there’s apparently been be analysing them on an hour to hour and Ninety-fi ve per cent of the 220-strong work- “a phenomenal upgrade from standard mem- day to day basis,” says Hawkins. force are from the surrounding areas, as are berships to the wellness one.” Next on Davis’s list is to create a take- the suppliers. “It’s great that we’ve been able Hawkins says: “We have a very loyal cus- home programme for guests. “We want to to do this,” she says, “I really thought peo- tomer base because for nine years there was educate and empower people, but hopefully ple would be our biggest challenge but it was a beauty studio here. Also, for generations, this will also be a way of pulling customers almost the easiest task.” people have lived next to and played in the back in,” she says. “Th e fi rst time someone She’s worked hard on developing local gardens and woods of Th orpe Hall [which comes will probably be on a one- or two- ties by getting involved with surround- Lifehouse has been built in the grounds night taster, but my goal is to get them to of]. Often members are seen stay longer on their second visit so they can as a necessary evil. But to me have a more deep and meaningful stay.” TANGRAM LEISURE LIMITED they’re the root into the com- While Hawkins is reluctant to disclose Tangram Leisure Ltd was set up in 2000 with munity, they’re my ambassadors, her KPI aims, she does say that her goal is the purpose of developing a destination spa in my bread and butter and they to get 50,000 customers through the doors the grounds of Th orpe Hall, Essex, 85 miles from will be treated like royalty.” in 2011. She also hints at other possible new London, UK. It had three founding directors: She also has a wide remit for spa experiences to sustain customer interest. development director Paul Cronk; fi nance director other potential guests: “We’re She says: “I’ve saved a space in the spa which Peter Tory; and operations director Martin Woot- very much a resort that happens could fi t in 15 more treatment rooms. How- ton, who is no longer on the board but remains a to major in spa, but we don’t just ever, I think the market’s going to change shareholder. While Cronk and Troy have a fi tness want to attract the stereotypical and I’ve already got an idea of what I’ll put industry background, Wootton was the spa man – spa-goer, we want the leisure- there – I’d rather delight and surprise and be having previously been the MD at UK destination goer, the holiday-goer, the the constant innovator in the industry.” spa Ragdale Hall Health Hydro 20 years ago. young, old, fat, thin, national In addition, a roll out of the Lifehouse With 12 acres (9 hectares) of historic, listed gardens or international traveller for concept is also on the cards. “We’d love to and vast conservation areas, the 130-acre (53-hectare) whatever it is they want to do roll out and we will,” she says. “We’re not site was a planning permission minefi eld. Aft er seven and not what we tell them they saying whether we’ll rollout the concept in years, construction of the Lifehouse fi nally began should be doing.” its entirety or if we’ll just pick independent and in December 2010 the £30m (us$48.5m, €35.2m) A particular plan to attract components. We’re not writing off acquisi- development had its soft opening. Investment mon- international customers is to tions either. It’s a blank piece of paper. At ies came from private shareholders, Hotbed – a link in with Babor’s customer the moment I’m absolutely delighted with UK-based syndicate of private investors, while debt following, subsidiary compa- everything [now it’s open]. It is beyond my funding was provided by Clydesdale Bank. nies and travel agents – to let wildest dreams and joining the Lifehouse is them know that the Lifehouse the best decision I have ever made.” ● 38 Read Spa Business online spabusiness.com / digital SPA BUSINESS 1 2011 ©Cybertrek 2011 >f`e^k_Xk\okiXc\e^k_%%% %%%kfZi\Xk\XJgXk_Xk`jkilcppflij /LPH:RRG+RWHO6SD :FEJLCKc; N`k_fm\i,'p\Xij\og\i`\eZ\9Xii"NiXp_Xj^X`e\[ nfic[n`[\ i\Zf^e`k`fe Xj X c\X[`e^ gifm`[\i f] JgX Dfjkf]k_\jgXjn\_Xm\Zfdd`jj`fe\[Xi\cfZXk\[n`k_`e _fk\cjXe[i\jfikjf]\oZ\gk`feXcjkpc\Xe[gi\j\eZ\Xe[ jXc\j7pfli$jgX%Zfd fliX`d`jkf[\j`^eXe[Yl`c[pflijgXkfZfdgc\d\ek pflijliifle[`e^j`e\m\ipi\jg\Zk% nnn%pfli$jgX%Zfd >cXj^fnCfe[fe8Y\i[\\e;lYX`?fe^Bfe^ HOTEL SPA MAGALI ROBATHAN » JOURNALIST » SPA BUSINESS It is estimated that around 75 per cent of the guests at the 29-bedroom Lime Wood country house hotel will use the new Herb House spa in some capacity. It is hoped that the new £7.5m facility will drive bookings for the hotel, especially during the off season and in the week FOREST RETREAT THE UK FIVE-STAR COUNTRY HOUSE HOTEL LIME WOOD HAS JUST OPENED ITS HERB HOUSE SPA. WE FIND OUT WHAT IT’S EXPECTED TO BRING TO THE HOTEL ince opening in November 2009, Robin Hutson, chair of the Lime Wood and a sauna, as well as a room for mani- the five-star, 29 -bedroom Lime Group, a small collection of luxury hotels, cures and pedicures. The pools are by Barr + Wood country house hotel in restaurants and chalets in Europe. “I wanted Wray, the thermal experiences by Klafs. The the New Forest region, south to create something destination-worthy.” equipment in the gym has been supplied by England, has attracted much After considering various different con- Technogym and Trixter. Sattention. From hosting Jamie Cullum and cepts, Hutson and his team decided that The treatment rooms include two signa- Sophie Dahl’s wedding to winning awards the spa should take its inspiration from the ture couple’s rooms: The Bath House, with for interior design and appearing in Conde beautiful New Forest surroundings. an indoor double bath and a steamroom; Nast Traveller’s Hot List 2010, it has been “We thought it important to create some- and The Bath Garden, with a steamroom noticed for all the right reasons. Up until thing British that was as natural and organic and a private garden featuring a double bath. recently, though, something was missing. as possible in both the design and the treat- The Herbery roof garden boasts a selection That something was a spa, which opened ment offer,” says Hutson. “We decided to of fresh herbs, which are used in both the in the shape of Herb House in November create a herb-covered roof garden on top of treatments and the food on offer at the spa’s 2010. A destination spa was always part of the spa, and Herb House was born.” café. It will also be used for outdoor yoga, the plan for Lime Wood, but in 2009 the spa t’ai chi and meditation classes, evening bar- plans were put on hold to allow the team to HERB HOUSE becues and parties. concentrate on finishing the hotel and to The spa is spread over three levels and has The original design was by top interior give them time to really think about what 10 treatment rooms, a 16m ozone-treated designer David Collins but was tweaked by kind of facility they wanted to create. indoor pool with retracting doors to the gar- the in-house design team at Lime Wood, “The spa market is competitive and I didn’t den, a hydrotherapy pool, a rooftop gym, and the fit out cost £7.5m (us$12m, €8.8m). want ours to just be another hotel spa,” says a mud house, a caldarium, a steamroom In keeping with the ethos that it should fit in with its surroundings, natural mate- rials including slate and wood have been HOW IT TOOK SHAPE used extensively, and herb-filled planters are dotted throughout the building. Enor- The Lime Wood story began in 1999, transform it into one of the best coun- mous windows provide views of the forest when Jim Ratcliffe – owner and chair of try house hotels in the UK. Theoriginal and allow masses of natural light into the the Ineos chemicals group, the UK’s larg- Regency building was almost entirely pools, sauna and café, while pale greens and est privately owned company – teamed rebuilt. In 2008, Ratcliffe approached creams create a warm, uncluttered feel. up with Hampshire chef Alex Aitken Hotel du Vin founder Robin Hutson to Herb House also features The Raw Bar, a and bought what was then the Parkhill help oversee the project. Hutson had sold café serving smoothies and champagne, as hotel. In 2004, Ratcliffe and Aitken closed Hotel du Vin in 2004; he then worked as well as salads and raw and cured meats and Parkhill and embarked on a five-year, chair for the Soho House Group, before it fish. “In spas the food offering is often a bit £30m (us$48.4m, €35.2m) renovation to was sold to Richard Caring in 2008. of an afterthought,” says Hutson. “We wanted this to be a strong offer in its own right. 40 Read Spa Business online spabusiness.com / digital SPA BUSINESS 1 2011 ©Cybertrek 2011 UK FOCUS “We converted a little building in the Herb House was designed grounds to a smokehouse when Lime to be British, natural and Wood fi rst opened, to smoke and cure organic in both its design our own fi sh and meat. We came up and its treatment off ering. with this concept of serving raw and Th e spa’s building features cured meats and fi sh, alongside salads a herb-covered roof garden prepared in front of the spa guest.” Th e (above); while the 16m hotel and spa use as much New Forest ozone-treated indoor pool produce as possible, and a dedicated for- supplied by Barr + Wray has ager has been employed to search for retracting doors opening on food in the surrounding woodlands. to the gardens (right) FINDING PARTNERS Having decided that they wanted the spa to sultancy which also worked on the spa’s occupancy and room rate for the hotel climb, be as natural as possible in décor and the feasibility studies, operational budgets and so we have a really solid business.” treatments on off er, Hutson began to look for space planning. An annual membership at Herb House suitable product houses. “We wanted prod- Treatments include the ayurvedic For- costs £1,800 (us$2,900, €2,100) – or £3,000 ucts that were a bit diff erent, that weren’t est Dream, which costs £215 (us$345, €252) (us$4,850, €3,500) for a joint membership – available on the high street, from the Brit- for 180 minutes and includes a dosha con- with a £250 (us$403, €293) joining fee. ish Isles and as natural as possible,” he says. sultation, samvahana (synchronised four It’s early days, but Hutson estimates that Th e team settled on natural skincare brand hands massage), mukhabhyanga (face mas- around 75 per cent of hotel guests will use NUDE by Fresh & Wild founder Bryan Mee- sage), shirodhara, a steamroom session the spa in some capacity. Th e majority of han and Bono’s wife Ali Hewson; Irish spa and a lifestyle sheet to take home; and the the guests come from the UK, with around brand Voya, which uses hand-harvested 120-minute Bamford Signature Treatment at 90 per cent from London. From early 2011, seaweed to create organic beauty products £125 (US$200, €146) which includes an oil Lime Wood will appear in Relais & Chateaux certifi ed by the Soil Association; ayurvedic foot bath, body exfoliation, full body mas- guides, which should result in an increase specialists Tri-Dosha (see p60); and Dayles- sage and Indian head massage. in guests from outside the UK. Occupancy ford Organic’s Bamford range. for 2010 stands at around 70 per cent, which Herb House is the fi rst spa to off er Bam- A BUSY YEAR AHEAD Hutson says is “pretty pleasing for our fi rst ford Body treatments outside of Daylesford’s “Th e year ahead should be a year of consol- year” and the average room rate is about own Hay Barn spa and the partnership is idation for Lime Wood,” says Hutson. “It £240 (us$387, €282) net. Hutson expects something of a coup for Lime Wood. “It’s a should be about getting the spa established. Herb House to drive bookings for the hotel. very happy relationship,” says Hutson. Muds, I’d like to see the membership properly bed- “I think the spa will help with bookings dur- herbs, salts and sauna/steam essences were ded in – we’re aiming for 400 members and ing our off season and in the week. Herb supplied by Blue Spa and Leisure, a con- currently have around 150. I’d like to see the House completes the picture here.” ● SPA BUSINESS 1 2011 ©Cybertrek 2011 Read Spa Business online spabusiness.com / digital 41 DAY SPA SKY-HIGH AMBITIONS Launching a day spa that brought the tranquility of nature to urban Montreal was a longtime dream for SkySpa president Patrick Rake; now he’s ready to take his successful concept across Canada ANDREA JEZOVIT » JOURNALIST » SPA BUSINESS Guests are enticed into the spa via a gift card scheme which makes up 30 per cent of revenue tranquil, year-round outdoor It’s a concept that has won accolades from mountains. He worked on the idea for eight thermal spa facility minutes Montreal’s Chamber of Commerce, which years, first attempting to open a spa in Mon- from downtown Montreal named SkySpa a finalist in its 2010 new busi- treal’s old port. When plans for that fell may sound impossible. But ness category. And Rake has big plans for it. through, Rake busied himself by opening it’s something that the city’s “We plan to expand this kind of spa across Nordic Station – a day spa concept similar Aurbanites have been enjoying ever since Canada,” he says. “In 10 years, we’ll have to SkySpa – in Magog, Quebec in 2004. His Patrick Rake launched SkySpa – a Nordic- spots in every big Canadian city.” vision for a city centre development even- style day spa – in December 2007. tually became a reality when he found a Opened atop a seafront leisure develop- ACHIEVING A DREAM location for the Montreal spa on the fourth ment on Montreal’s south shore, the 16,000sq Rake fantasised about launching a chill- floor of the Quartier DIX30 complex. ft (1,486sq m) facility has a indoor-outdoor out concept for stressed city workers long Rake was set on bringing a thermal bath- concept. Guests complete their journey on a before he even entered the spa industry. In ing experience to SkySpa from the start. “I’m 5,000sq ft (465sq m) terrace overlooking the 1995, his life in the family insurance business the first client of my business, and maybe city, with a Nordic waterfall and cold bath, was hectic; he became inspired to create an two or three times a week I’m in the bath two warm California whirlpools and heated experience that mirrored the tranquility of myself,” he says. “For me, it was important to floors to keep winter ice away. nature during visits to the nearby Laurentian share my passion and give people the oppor- tunity to discover that. Because I think it’s the only way to cancel stress.” But the instal- lation was tough. The equipment came from Europe and local engineers were unfamil- iar with the European engineering methods required. “They knew how to build hotel pools, but whirlpools are completely dif- ferent,” says Rake, noting that making the outdoor area winter-proof was also espe- cially difficult. He’s proud of the final result. “I’ve never seen a spa like this before. We have 100,000 litres of water here on the fourth floor [in the three exterior pools].” The alfresco terrace also includes a café: FlavourSky Station. Indoors, the thermal cir- cuit includes a Finnish sauna, the SkyLumina chromatherapy sauna, and the SkyAroma steambath, where steam is combined with eucalyptus oil. There are also 20 treatment A large outdoor winter-proof terrace with water experiences is a key selling point rooms where guests can experience massages, 42 Read Spa Business online spabusiness.com / digital SPA BUSINESS 1 2011 ©Cybertrek 2011 Located in a leisure facials and body treatments; customers can complex, SkySpa SKYSPA BY NUMBERS add on a thermal circuit session for an extra attracts 16- to 35-year- ca$20 (us$20, €15, £13). Pricing is structured olds in search of a ■ SkySpa employs a staff of 110 this way to allow visitors more flexibility, social/leisure activity ■ The cost of a 60-minute facial or body Rake explains. “Urban people sometimes treatment without a thermal experience want treatment only sometimes, and ther- starts at ca$79 (us$80, €58, £49) mal other times,” he says. (us$39, €29, £24) the rest of ■ A 60-minute facial or body treatment with About 50 per cent of visitors go for the the week), while students a thermal experience (including the Cloud9 thermal circuit alone, with 50 per cent also can use the circuit for ca$24 package) is priced at ca$99 (us$100, €73, £62) seeking treatments. The most popular option (us$24, €17, £15) at any time. ■ Overall revenue streams include treatment sales is the Cloud9 package – a one-hour Swedish “It’s important for new cli- (60 per cent), gift cards (30 per cent), product retail massage, plus a thermal experience. ents, who’ve never been (5 per cent) and SkySpa Privilege cards (5 per cent) to a spa before, to have a ■ Thermal circuit experiences – as a standalone OPEN ALL HOURS good experience [that’s not service – make up 40 per cent of spa service revenue SkySpa’s location in a high footfall enter- too expensive],” says Rake. tainment complex, among cinemas and “Maybe after that they will restaurants, with its late hours – it’s open then want more specific treatments.” thermal experience and another two for one daily from 10am to 10pm – also help it to The approach has worked. The majority of thermal experience and massage. More than stand out from competitors. Customers SkySpa’s demographic is in the 16 to 35 age 1,000 of the cards, which can also be used at take advantage of packages the spa offers range. “Very different from the usual spa,” Nordic Station, have been sold so far. Gift in conjunction with restaurants and theatres Rake laughs, noting that the spa’s marketing cards are also very popular and make up in the complex and many drop into the spa has been web-based to appeal to this group. 30 per cent of overall revenues. with friends as a social activity, rather than Treatment room occupancy hovers around In an effort to further the SkySpa brand, deciding to go shopping or catch a movie 40 per cent, with most guests visiting on Fri- the spa is currently experimenting with its – 40 per cent of visitors walk in without an days, Saturdays and Sundays; Rake’s happy own product line after switching over from appointment. “SkySpa is the same sort of with this right now but plans to continue to Comfort Zone products; gift baskets are activity as going to the cinema,” Rake says. try to increase numbers. available, but retail isn’t a big part of the Interestingly, he actually considers cinemas business yet, Rake says. and restaurants to be his biggest rivals, as GETTING CUSTOMERS HOOKED No specific decisions have been made yet opposed to other spas. Rake puts the repeat customer rate at 80 for what city to take SkySpa to next – for The spa also has an interesting acces- per cent; contributing to this is the SkySpa now, it will remain a peaceful thermal oasis sibility philosophy: “I want the spa to be Privilege Card. Guests purchase the card for on the seafront. “We have a lot of rivals, but accessible to everyone, not just the rich,” says ca$10 (us$10, €7, £6) on their first visit and right now we don’t have competitors exactly Rake. To achieve this, SkySpa charges ca$25 receive a ca$5 (us$5, €4, £3) rebate on each like us,” Rake says. “It’s tough to find a loca- (us$25, €18, £16) for its thermal experience of six future visits – saving ca$30 (us$30, tion like ours. We’re in the best environment on Tuesdays and Wednesdays (it costs ca$39 €22, £19) in total – as well a two for one that you can be in.” ● SPA BUSINESS 1 2011 ©Cybertrek 2011 Read Spa Business online spabusiness.com / digital 43 MYSTERY SHOPPER Shibui Spa at the Greenwich Hotel Robert De Niro has invested heavily in the Tribeca neighbourhood of New York. Wendy Bosalavage goes undercover at his Japanese-themed Shibui Spa to see if it’s got star potential WENDY BOSALAVAGE » PRESIDENT » AMERICAN LEISURE he Shibui Spa in the Tribeca pool without the use of a single nail – by THE VISIT neighbourhood in down- applying an ancient knot-tying technique and town Manhattan, is a space using wooden pegs, a craft which only three for guests of The Greenwich people still know today. The plaster walls The offer Hotel, although there are a few come care of another specialised traditional The offering combines Japanese-inspired Tappointments for outside visitors. The owners Japanese building application that combines treatments, with staple massages and facials of the hotel and spa, which opened in 2008, very un-21st century plaster and straw. plus beauty services. The price points are in are celebrity Robert De Niro and real estate Shibui is Japanese and refers to “a subtle line with a luxury hotel (see below). developers and hoteliers Ira Drucker and and unobtrusive approach”. It is based on a Richard Borden of BD Hotels. De Niro has beauty that is low-key and grounded, not too invested heavily in the area since the late 80s fancy, yet rich. This is just how it felt dur- Booking and is known as Tribeca’s unofficial mayor. ing my time there. There are four distinct I had to call the hotel to book my treatment as The 4,500sq ft (418sq m) spa offers a place treatment rooms including the Japanese the spa’s direct line wasn’t listed. The phone to unwind where you can cleanse the body, bathing room, where services are performed rang seven times before someone answered mind and heal. Its aesthetic echoes the rustic traditionally on tatami mats and ritual and and I was transferred. When I enquired interiors of the 88-bedroom hotel but with a seasonal Japanese baths take place in a black about the different types of treatments, it Japanese theme – thanks to designer Mikio stone soaking tub; and massage rooms which was clear the receptionist was reading off a Shingawa – which focuses on the balance have wooden bars on the ceiling for ashiatsu menu – she only mentioned massage and between the traditional and modern and massages. The product houses include Ele- body scrubs and said if I wanted a facial nature and city. Incredibly, a 250-year-old mental Herbology, Epicuren, AR457, Red they would have to arrange for someone to authentic Japanese farmhouse was carefully Flower and an organic in-house blend for come in as they did not have anyone on staff. reconstructed to house the spa’s basement massage and body work. While she said the 50-minute deep tissue VITAL STATISTICS Address: 377 Greenwich Street, New York, NY 10013, US Prices: The 80-minute signature Sake Ki massage was priced at us$280 (€206, £174); the Shibui Relaxer Swedish massage ranges from us$180 (€132, £112) for 50 minutes or us$250 (€184, £155) for 80 minutes; and a 30-minute facial is priced at us$110 (€81, £68) Times: Open 6am to 10pm every day. The treatment hours are 9am to 9pm. To book: +1 212 941 8900 The treatment was very impressive but outside noise could be heard during the experience 44 Read Spa Business online spabusiness.com / digital SPA BUSINESS 1 2011 ©Cybertrek 2011 The spa has been built in a reconstructed Japanese farmhouse (above); the bathing room boasts a black stone tub (right) massage was the most popular, I chose the Shibui Relaxer Swedish massage. She asked me for my credit card details and my email address to send a confirmation, however, I never received this. Location & access I couldn’t find a sign for the hotel entrance (there was a very small one, but I missed it) and I walked around the block before giving up and asking for directions. When at the hotel front desk, I also had to ask where the spa was as there was no sign. You’d definitely need to know there was a spa, as you would never guess from just passing by: it’s one of it felt very disjointed having to walk such a room, I was told to pick any locker with a the best kept secrets in New York City! long distance to the treatment rooms. key and to ‘take a steam’ by just pressing the button. The grey metal lockers were different and interesting to look at but not practical – Disabled access Cleanliness they were narrow and had no hangers. Wheelchair users can access the spa by using Everything was very clean and several times an I took a steam in what felt like a very the main guest elevator. The rest of the facil- attendant came into the locker room to tidy. small space and was almost sitting on the ities also comply with disability laws. lap of another guest as it was hard to see! It was really a steam shower – although there The staff was no sign to say this – and shouldn’t have Design While my therapist was very attentive to my been used by more than one guest at a time The spa is on two different levels, with the needs, the reception staff were indifferent. (unless you are very good friends). I then locker rooms (which include a small steam- went to wait by the pool in my lovely, heavy, room and a toto toilet) and pool on one level plush robe for my therapist to collect me. and the treatment rooms one floor down. The experience As my slippers were a size too small, how- You access the treatment rooms by walking When I entered the spa there was an ever, the long walk to the treatment room down a corridor, passing the fitness and unmanned reception desk. I waited a few was tricky: not helped by the fact they were reception area, before taking a flight of stairs. minutes and someone finally came out and a little wet from my steam session and that The spa’s decor was rustic and beautiful, but asked if they could help. In the changing I had to negotiate the stairs. SPA BUSINESS 1 2011 ©Cybertrek 2011 Read Spa Business online spabusiness.com / digital 45 MYSTERY SHOPPER WHAT’S THE SCORE? Ease of booking 7 Facilities 8 Cleanliness/maintenance 9 Staff 7 Experience/treatment 10 Value for money 8 Overall experience 8 My therapist was very well presented and engaging and started my treatment promptly. Although I didn’t fill out a consultation form, I was asked if I had any special areas that needed attention. I’ve been experiencing a really big problem with my shoulder and my The majority of spa users come from therapist obviously knew her ‘stuff’ and was water. By this point I felt quite thirsty, but I the hotel (above), which creates a really attentive to the needs I’d mentioned was never offered a drink by anyone: even private and peaceful ambience throughout the treatment. I could tell she though I found a bottle of water and I had been very well trained and her touch was heard a rumour that they offer a warm gin- amazing. Unfortunately, I did hear other ger tea to guests on arrival. on products. When I went to check out, I people talking during my experience, which The lighting in the locker room was very noticed the amount on the bill was higher was disturbing and the floor was very cold low so I couldn’t see to put on my make-up than the treatment price that I had been which came as a shock start to my treatment. and there weren’t any amenities. There quoted. The receptionist informed me that Yet overall my treatment was excellent – I was mouth wash and soap available, but a 20 per cent gratuity was added – this was never felt rushed at all and the journey was the holders weren’t labelled and they were fine with me as the service warranted that. great – and on a scale of one to 10, I would placed next to each other… oops!.. I figured When I asked for a menu, she looked around rate it a strong nine. out which was which quite quickly! There and said she did not have one, but that she After the treatment, my therapist said to was also something wrong with the plumb- would print one out. I waited, but she never take a moment to relax. Then she showed ing – a siren sounded for a minute when I gave me one. Additionally, I was not asked me two exercises for my shoulder: that was first put the shower on. for any contact information. a bonus as they really are helping me now. Back at the pool I took another steam – this time I was alone and loved the experience Aftercare Summary but, unfortunately, the drain wasn’t work- The retail area was small and very uninter- The Shibui Spa experience was very differ- ing and I was standing in three inches of esting and I was not offered any information ent – I felt as if I was in someone’s beautiful home and peeking at the other three treat- ment rooms, all were unique to each other STERY MY S H R O and exotic. It seems to me that this spa is pri- E P P P P RIGHT TO REPLY E marily an amenity for the Greenwich Hotel R O H S Y guests and that it doesn’t expect clients who R E T M S Cristina Paradelo, spa manager, Shibui Spa Y are not staying there to use it. There is an air of exclusivity in the hotel and it carries hank you for the feedback. We’re currently re-launching our spa menu and have through to the spa. This creates a very pri- redesigned many of our treatments to enhance the guest experience. The Sake K vate, unhurried and peaceful ambience. Tmentioned has been replaced with The Drunken Lotus massage which incorporates I was not made aware by the staff that the white lotus, organic jojoba and cucumber oils. We’re sorry for any technical or service-re- spa had a signature massage, Sake K, and lated issues which resulted in a less than perfect experience. To address points specifically it was not made clear on the website that I – our confirmation emails are generated automatically, so it’s possible we misspelled it. The could download a menu in advance. The Sake ‘small steamroom’ is a single room and only intended to be used by one person at a time. K entails muscles being anointed with ginger With regards to locker room amenities: more are available on request, but as the majority and black pepper and then compressed via of guests are from the hotel they’ve got these in their room already. In concern to the retail steaming, sake-soaked towels – I would def- experience, we’ve recently expanded this area to include high-end spa and beauty products, initely consider returning for this and wish as well as a collection of one-of-a-kind gifts and accessories from around the world. I had been told me about it beforehand as it would have been my top choice.M 46 Read Spa Business online spabusiness.com / digital SPA BUSINESS 1 2011 ©Cybertrek 2011 TRANSPONDER LOCK OTS THE SIMPLE AND EFFECTIVE SOLUTION FOR YOUR CLOAKROOM LOCKERS AD8@H#JCAD8@H >CH>9:#DJIH>9: >H>I7:86JH:D;>IHHINA>H= H>BEA>8>INDGE:G=6EH 7:86JH:>IHHI6C96ADC: DE:G6I>DC>HB6>CI:C6C8: ;G::4 >H>I>CIJ>I>K:DC:HI:E DE:G6I>DC!DGH>BEA>8>IND; >CI: :mVbeaZhd[XjggZciDIHjhZgh/ I=: Th e luxury resort is surrounded by mountains and has an unpolluted QUALITY OF LIFE microclimate The Longevity Wellness Resort has teamed up with La Clinique Sacoor, who previously lived in Can- ada and worked in fi nance, was inspired to de Paris to create Portugal’s fi rst medical, age-management change career by leading wellness spas such as Canyon Ranch (see sb07/1 p24), Alive spa in a luxury hotel environment. We fi nd out more resort in Canada and SHA in Spain (see sb09/2, p38). He worked with Malheiro over four years to develop the LWRM concept. s the fi rst of its kind in Por- rooms and Aesthetics contains two rooms for Malheiro, a spa consultant since 1989, had tugal, the five-star €55m beauty and rejuvenation treatments – such failed in the past to create her own integrated (us$75m, £46m) Longevity as light therapy, skin resurfacing and oxygen wellness facility due to costly requirements, Wellness Resort Monchique therapy – and one for biophysical examina- such as cutting-edge equipment. (LWRM) which opened in tions. Nearby is a Zen Room for meditation Malheiro put Sacoor in touch with Dr AJuly 2010, has a lot to prove. Its off ering is and fi tness classes. Th e third, Relaxation, is Boaviada, a specialist in preventative and aes- ambitious and comprehensive, aiming to the main area and this houses a hydrother- thetic medicine. She also introduced him to introduce a preventative approach to well- apy room, a Turkish bath, a sauna, an indoor Dr Claude Chauchard, an expert in prevent- ness that clients can adopt for their entire pool and fi ve treatment rooms (for therapies ative medicine and total ageing management lives. Spa director Teresa Malheiro says: “Our by Elemis), plus a Technogym gym. who founded La Clinique de Paris (LCDP) concept is completely unique – off ering such anti-ageing clinic in France (see p50). Th e a tailor-made, medical approach in a luxury DREAM TEAM Longevity Medical Spa by La Clinique de Paris hotel. We don’t do ‘standard’ here.” LWRM is managed by the Longevity Group (the offi cial name for LWRM’s spa) is the fi rst Located 45 minutes from Faro airport, nes- – a Portuguese real-estate fi rm – and it’s clear in a joint venture between Chauchard and the tled into the mountainous nature reserve of that the team driving it is committed to an Longevity Group where the aim is to develop Monchique, the resort boasts a 195-suite almost utopian vision of better health for a network of resort-based or standalone med- condo-hotel, a restaurant by celebrity chef today’s society. Key players CEO Nazir ical spas within Portugal and abroad. Olivier Da Costa and an 850sq m (9,149sq ft ), Sacoor; medical director Dr Antonio Boa- Malheiro says: “I dreamt about this €1.5m (us$2m, £1.3m) medical spa. viada; and Malheiro all have a stake in the concept for years and now we’ve done it. Th e spa is divided into three distinct areas. company, while Sacoor is a major share- Although it’s a big challenge, we’re all so pas- Medical Evaluation has three consulting holder in all Longevity Group businesses. sionate about it. We’re really excited and I 48 Read Spa Business online spabusiness.com / digital SPA BUSINESS 1 2011 ©Cybertrek 2011 The in-house medical team comprises six specialist doctors, picked for their skills in areas such as integrated medicine, preventative healthcare, ageing management and psychology believe we have everything we need to make infections. On top of this is a a difference in the market.” nutritional assessment, a stress “Our biochemical testing is far evaluation by a psychologist and MEDICAL APPROACH checks on BMI, percentages of more complex than other spas – LWRM’s mission statement is ‘live better, live water, fat and muscle in the body, longer’: derived from Chauchard’s healthy liv- fitness and energy levels and cir- we sometimes run 200 tests per ing programme of the same name, which he culation/blood pressure. client... In terms of detoxing, we operates at his clinics. With Chauchard’s bless- Malheiro says: “Our biochem- ing and consultation, LWRM took this concept ical testing is far more complex do what other spas claim to do and wrapped it up in a luxury resort setting than other spas – we sometimes along with a spa and gourmet restaurant. run 200 tests per client.” This, because we have all the tools” What gives it a particular edge, however, she explains, shows just how sci- is its medical approach to wellness. There entific the offering is. “In terms are 18 spa packages available and while there of ‘detoxing’, we do what other spas claim to is the ‘follow up’. Just because a guest leaves, are ample à la carte treatments and relaxa- do because we have all the tools.” it doesn’t mean the experience is over: the tion/beauty programmes, LWRM’s USP is The second stage of a healthcare package team at LWRM provide phone and email its eight preventative healthcare packages, is to discuss the results with clients. Next consultations and organise a return visit if which help clients “grow older with vitality comes a tailor-made programme which can necessary (for an additional cost). and wellbeing”. These range from the three- encompass a nutritional plan and various day Basic Evaluation, which costs €1,858 activities, relaxation and aesthetic treatments, AT ONE WITH NATURE (us$2,500, £1,550), to the 15-day Fast Slim- on-site educational workshops, fitness classes Another selling feature of LWRM is its loca- ming & Detox priced at €5,463 (us$7,400, and other relevant therapies. Then there’s the tion and eco-friendliness. Monchique enjoys £4,600) and the €11,181 (us$15,150, £9,400), delivery – from an in-house medical team of an unpolluted microclimate and from a mar- 30-day Total Ageing Management package. six specialist doctors who have been hand- keting perspective has the benefit of a long There are five stages within these health- picked by Malheiro for skills in integrated association with wellness, thanks to the nat- care programmes, the first – and most medicine, preventative healthcare, ageing ural thermal waters of the nearby village of important – is a series of biochemical, bio- management, nutrition and psychology. Caldas de Monchique. And much has been physical and medical evaluations. Blood and The overall aim is to give guests a greater done in the resort to emphasise nature. urine samples are taken and sent off to a lab- understanding about the body and making Local stone such as sienito and xisto has oratory in Barcelona (with results returned healthy choices. Sales and marketing direc- been used in the construction, which was in 48 hours). An electromagnetic machine is tor Cristina Ventura says: “We provide a overseen by Portuguese designers Focus used to check if there are any imbalances in greater quality of life: with our treatments, Group, as well as sustainably sourced Bra- the body – looking at the endocrine, nerv- but most especially through what we teach zilian wood called sucupira. Even the colour ous, digestive and lymphatic systems as well and what our guests takeaway with them.” palette is predominately natural and under- as organ function, the immune system and The final stage of a healthcare programme stated: greens, greys, browns and whites. SPA BUSINESS 1 2011 ©Cybertrek 2011 Read Spa Business online spabusiness.com / digital 49 MEDICAL SPA .VDIIBTCFFOEPOFUPNBLFUIFSFTPSUFDPGSJFOEMZ JODMVEJOHUIFVTFPGIVHFHMBTTXJOEPXTUPMFUJOMJHIUBOETBWFFMFDUSJDJUZ Huge glass walls and skylights are designed Live Better, Live Longer to allow as much natural light in as possible. But it’s not just about looks. Built into the hillside, LWRM has been designed to mini- r Chauchard has worked in the mise impact on its surroundings (83 per cent fi eld of anti-ageing and pre- of which is protected). Eff orts are made to be D ventative medicine for over ecologically conscious; large windows mean 30 years. It’s his belief that “we can really less need for electric lighting during the day, improve our quality of life through a rainwater is collected and used in landscap- systematic approach to preventative ing and solar panels on the roof will provide medicine” and that if treated correctly, 65 per cent of the resort’s water heating. all people should be able to live to 120. Chauchard set up his fi rst anti-age- GROWING BUSINESS ing clinic La Clinique de Paris in France Despite tough economic times, LWRM has in 1982 and since then has opened 16 been well received so far: especially when clinics across the world – from London it comes to real estate. Under its condo- and Spain to Qatar, China and Japan hotel system, property owners combine – under the La Clinique de Paris Inter- usage with income generation in a free- national (LCDPI) brand. hold ownership. At the time of opening, 50 His clinics focus on the healthy pro- per cent of the suites had already been sold gramme – Live Better, Live Longer to investors, with a minimum of €300,000 oXIJDIJTCBTFEPOŝŜQPJOUTtmeasure, (us$406,450, £252,300) required per unit. testing and monitoring ageing varia- In terms of visitors, the target market &BDIHVFTUIBTBUMFBTUPOFFYUSBUSFBUNFOUPO bles in the body; tEFUPY; tBCTPSC, includes those from the UK, Germany, UPQPGUIPTFJODMVEFEJOTQBQBDLBHFT looking at the optimal function Spain, Angola, Portugal, the Benelux coun- of the intestines; tSFCBMBODF, tries, Scandinavia and Canada. What the on relaxation and wellness. The take up focusing on the immune system; spa brings to the resort is a strong mar- of health prevention programmes so far tnutrition; tSFMBYBUJPO; tFYFS keting edge and a chance to attract market has been slower due to their specialised DJTF tIBQQJOFTT; tTMFFQ; segments – from wellness lovers, nature lov- nature. Th e resort is hoping that numbers and tCSFBUIJOH. ers and walkers, couples and high-powered will increase by word of mouth recommen- In addition, he’s businesses executives – all year round with- dations and testimonials. developed an anti- out being restricted by holiday seasons. In the long-term, the Longevity Group ageing skincare As the medical spa is the star attraction, and Dr Chauchard aim to develop more line as well as a it’s capture rate is high – it is reported that medical spas together in Portugal and range for in-spa each resort guest has at least one treatment beyond. Th ey expect to announce their sec- Anti-ageing use such as wraps, independent of those which are included as ond project later this year. ● expert Dr Claude muds, seaweed part of a package. Th e most popular pack- Charlotte Senior fl ew from London Gat- Chauchard and salt scrubs. ages are Side by Side for couples and Escape wick to Faro, Portugal, with Monarch Airlines: to Serenity – both of which are focused www.monarch.co.uk 50 Read Spa Business online spabusiness.com / digital SPA BUSINESS 1 2011 ©Cybertrek 2011 CLINICALLY TESTED EYE WRINKLE REDUCTIONAYS OF 65% WITHIN 28 D ONE OF THE WORLD‘S FIRST AUTHENTIC LUXURY ORGANIC SPA BRANDS WWW.THEORGANICSPA.EU TRAINING HELEN PATENALL » JOURNALIST » SPA BUSINESS PHOTO: Y. RYNCKI HÔTELIÈRE ©ECOLE DE LAUSANNE Guendalina Gennari Curlo, associate, Lausanne Hospitality Consulting Th e unique Professional Certifi cate in Spa Management is a blended learning programme, designed to off er the perfect balance between academic study and real-life expe- rience. Th e one-year course gives attendees the time to develop their management skills and to put their newly found knowledge gained from their own spa case project into practice. It also gives students hands-on learning experi- ences within spas. By the end of the course, students are able to develop their own management toolkit which will assist them throughout their careers. In addition, all LEE graduates will join the EHL alumni network, one of the most powerful professional networks within the hospitality sector. Ecole hôtelière de Lausanne Ecole hôtelière de Lausanne launched its fi rst spa-focused qualifi cation almost a year ago. We fi nd out how well it’s been received IN A NUTSHELL learning on campus with practical days held BACKGROUND Ecole hôtelière de Lausanne (EHL) in Swit- at partner spas. Th is two-pronged approach EHL, one of the oldest and most renowned zerland launched its Professional Certifi cate is consolidated by continual work on a spe- hotel schools, was founded in 1893 by Swiss in Spa Management in June 2010. Th e pro- cifi c case study which is commissioned by a Hotel Association member Jacques Tschumi gramme aims to meet the spa industry’s company within the spa sector. and offers three main programmes: a growing need for well-trained and focused Students learn directly from those already Diploma in Hotel and Restaurant Manage- management employees. working in the spa and hospitality industry; ment, a Bachelor of Science in International Th is one-year spa management course and the school’s overall educational aim is to Hospitality Management, and a Masters in balances both academic study with real- provide graduates with knowledge and skills Hospitality Administration. Th e bachelor life work experience, combining theoretical which can be put to use straight away. and masters degrees involve several intro- ductory sessions and specialisation modules, which are intended to give an understand- ing of the spa business. In 1976, a subsidiary company, Lausanne Hospitality Consulting (LHC), was set up to provide external consultancy services based on the school’s unique expertise. Its Executive Education arm – which off ers a variety of extra hospitality management pro- grammes – became the driving force behind the new spa management programme. WHO’S IT FOR? Th e spa programme is dedicated to reinforc- ing talent in the industry and was developed Th e course targets existing spa owners and managers, hotel school graduates and PHOTO: ©REED BUSINESS INFORMATIO_ECOLE HÔTELIÈRE DE LAUSANNE DE HÔTELIÈRE INFORMATIO_ECOLE ©REED BUSINESS PHOTO: therapists aspiring to become managers 52 Read Spa Business online spabusiness.com / digital SPA BUSINESS 1 2011 ©Cybertrek 2011 Elizma Hoffman, Verena Lasvigne-Fox, head therapist, Talize spa director, Four Seasons Hotel George V I took a three-year college course in beauty and holistic therapies, before Nowadays, it is increasingly rare for a working as a cruise ship therapist. hotel to open without a spa. For this I also worked at various hotel spas reason, I’m pleased to deliver a mod- where I realised that there’s more to ule for the Professional Certifi cate in spas than just treatments. I wanted Spa Management programme at EHL. to learn more about budgeting, rooms’ revenue and product Indeed, we are in high need of qualifi ed spa managers – one costs. Emanuel Berger, a board member at EHL and owner of the most diffi cult positions to hire within the hotel busi- of the Victoria-Jungfrau group, nominated me for a scholar- ness today. I have a background in the hotel industry and spa ship place on the spa management programme, which I won is my passion. I enjoy sharing my knowledge with students, in May 2010 at the Global Spa Summit. Th e programme has who will hopefully choose working in spas as their future pro- allowed me to learn from professionals within the industry, fession. I would also like to encourage hotel schools to follow from their experiences, knowledge and expertise. Th is infor- EHL’s direction of considering the position of spa managers mation has made me understand how the businesses run and as a new but very important job profi le requiring certifi cation why the smallest detail can make the biggest impact. via a combined theoretical and practical programme. PHOTO: F. HÔTELIÈRE SCHENK. ©ECOLE DE LAUSANNE for those seeking to strengthen their management skills or apply them in a spa environment. The course is designed for hotel spa managers, independ- ent spa owners or entrepreneurs, spa supervisors aspiring to grow into the management ranks and recent hotel school grad- uates wishing to pursue a career in spas. human resources, fi nance and operations Th e one-year course includes four visits Two participants currently attending the and facilities management. to the EHL campus (above) as well as six programme, for example, are José Villegas, In addition to this class-based tuition, are practical days within a spa environment COO at Natura Bisse International, Dallas, six Art of Spa days. Four professional day US and Alexia Martin, spa manager at Mar- visits provide attendees with hands-on experi- ally worked on throughout the course. Th e tin’s Hotel, Genval, Belgium. ence at an actual spa, where they can interview Spa Management Case Project requires stu- Th e minimum academic level required for members of staff at all levels to fully appreci- dents to put what they have learned in class entry is a bachelor’s degree or equivalent. ate and understand the A-Z of working within into practice in a real-life situation. It is a Students can ask employers to sponsor or and managing a spa. Two experience day measure of their practical learning and abil- fund part of the course, but must otherwise visits to spas located around the Lake Geneva ity development. Th e topic and content of pay for themselves. Th e price of the course region give attendees a chance to learn the the project are chosen by each participant is chf21,000 (us$22,083, €22,083, £13,868). diff erences between wellness centres and and then approved by both the organisa- One scholarship is also awarded each year. four- and fi ve-star spas. Participating spas tion where the participants are assigned and include Victoria-Jungfrau Grand Hotel & Spa, EHL’s Academic Review Board. Within each ON THE MENU the Cinq Mondes spa in Beau-Rivage Palace, project, attendees must analyse business Th e one-year Professional Certifi cate in Spa Buddha-Bar spa in Hilton at Evian-les-Bains issues and develop appropriate solutions. Management programme requires attendees and the Willow Stream Spa at Fairmont During the course year, they are also given to participate in four visits to the EHL cam- Le Montreux Palace. opportunities to test their solutions. Th e pus. Each contact session lasts seven days Overall assessment of the programme is results of this project are an added bonus for and focuses on a specifi c concept: marketing, based on a spa case study, which is continu- the spa/company sponsoring the project. SPA BUSINESS 1 2011 ©Cybertrek 2011 Read Spa Business online spabusiness.com / digital 53 TRAINING Half-way into a term, the students present Students (left ) gain hands-on experience via the progress of their project to an elite indus- industry partners such as the Beau-Rivage try and academic panel which is consists of Palace (above) with its Cinq Mondes spa coaches and experts with an academic back- ground and others coming directly from the at EHL; André Mack, director of LHC; Debra industry, such as Martha Wiedemann, well- Adams, managing director and head trainer ness advisor at Badrutt’s Palace in St Moritz at Arena 4 Finance Ltd, UK; Verena Las- and Sophie Meusnier, Givenchy spa manager vigne-Fox, spa director at the Four Seasons at Le Mirador Kempinski, Mont Pèlerin. Hotel George V, France; Nicolas Graf, pro- fessor, ESSEC Business School, France and WHO BACKS IT? visiting professor at EHL; and Sofi a Brandao, Th e Lausanne Executive Education (LEE) is corporate director of sales, marketing and responsible for the spa programme. LEE is “All LEE graduates will spa at Aquapura Hotels, Portugal. a subset of EHL, which is accredited by the University of Applied Sciences of Western join the EHL alumni THE STORY SO FAR Switzerland (HES-SO) and the New Eng- network, giving them Th ere are two intakes a year: in February land Association of Schools and Colleges and in October. Th e enrolment structure fi ts (NEASC). LEE is also supported by the access to one of the most within LEE’s philosophy of enrolling small Swiss Hotels Association – Hotelleriesuisse. powerful professional groups for explicit and tacit learning. However, this particular programme is the The programme’s first intake enrolled fi rst of its kind and as it is classifi ed as exec- networks within the three students, from the UAE, US and Bel- utive education space, it does not require hospitality sector” gium, who met the establishment’s high specifi c accreditation. selection standards. WHO’S WHO? WHAT’S NEXT? Th e programme is staff ed by EHL faculty pally in the marketing of deluxe real-estate Th e aim is to attract eight to 10 students members, LHC consultants and external projects in Switzerland. Gennari Curlo for each future intake, although selection experts. All the LEE activities and pro- joined LHC in January 2010 as an intern, standards will remain a key priority. As the grammes are supervised by Alexia Muteke and holds a Bachelors in Foreign Trade and programme is less than a year old, it will Ceppi, who is a consultant in international a MBA from the Università degli Studi di be stabilised and developed over time to and hospitality education. Torino in Italy. She also has experience in incorporate modules refl ecting the changing Guendalina Gennari Curlo, who heads up marketing, especially branding and commu- trends and developments in the spa industry. the spa management programme, is an asso- nication in luxury management. LHC will also continue to grant a scholar- ciate at LHC and delivers LEE courses that Other key people involved with the spa ship for the spa management programme, relate to luxury business and protocols. She programme include: Ines Klemm, professor which will be presented at the Global Spa also works on consulting mandates, princi- of Hospitality Concepts and Interior Design Summit in Bali this May. ● 54 Read Spa Business online spabusiness.com / digital SPA BUSINESS 1 2011 ©Cybertrek 2011 It’s a fact. Independent research* shows that more consumers search for spa information on SpaFinder than all search engines combined - including Google, Yahoo! and Bing. From the annual SpaFinder New Beauty Guide to Global Spa, Wellness & Beauty and the SpaFinder supplement in NewBeauty magazine to our global network of websites and publications, we’re proud to be the ultimate resource for spa goers around the world. *Coyle Hospitality Research, 2010 study To learn more about SpaFinder marketing programs, contact: Kevin Turnbull, Chief Executive, kevin@spafindereurope.com Steve Kane, SVP Sales, steven.kane@spafinder.com | | | | | www.SpaFinder.com RESORT SPA KATH HUDSON » JOURNALIST » SPA BUSINESS TOP OF THE WORLD ne of the world’s highest cities, with a Named after a material as desirable name which means holy land in Tibetan, Lhasa is the perfect site for the jewel of as platinum, but harder to find, Iridium Starwood’s spa portfolio. Although the Spa is Starwood’s new in-house five- company has five in-house spa brands (seeO sb10/3 p24), this one is considered the most special. star spa brand. The flagship site has Iridium Spa has been created specifically to appeal to only just opened its doors in Tibet St Regis customers, who are known to be wealthy, well-trav- elled and for enjoying the finest things in life. With its view of the Mila and Tanggula Mountains, Iridium can McCarthy, Starwood’s director of global spa development and opera- lay claim to being the world’s highest spa. At 3,680m (12,000ft) tions, and a global network of spa consultants – most notably Maggie above sea level it is literally in the clouds, giving it a mystical feel. Gunning and her associates at Spa Synergy. The company, still oper- The upside of this birds’ eye location is that the views are stunning, ating as Spa Synergy despite being acquired by AW Lake last May, the downside is that oxygen levels can be low in winter, so guests are worked on the concept so it was sympathetic to the location – con- encouraged to increase their cardio activity before a visit. sulting architects and interior designers – and also liaised with In the last decade, Lhasa has been made more accessible by the Starwood’s head office to develop the Iridium Spa brand globally. completion of the world’s most elevated railroad, which traverses three mountain ranges and is so scenic that many of the stations are BRAND VALUES designated as sightseeing stops. Tourism to Tibet has been building Kyricos says the spa brand’s development was informed by the St steadily: some six million visitors were predicted for 2010, mostly Regis heritage. “Iridium was born from the DNA of our brand, orig- from the US, Germany and Japan, which has generated prosper- inating with the famed Iridium Room [a prestigious ballroom] at ity. With the Iridium Spa, Starwood is aiming for the local market, the St Regis New York in 1938,” she says. “The word iridium comes wealthy Chinese and Tibetans and connoisseurs of world travel. with a rich history and is also one of the world’s most precious and The brand development was led by Mia Kyricos, Starwood’s direc- rarest elements on earth, akin to platinum but far less abundant. tor of global spa brands and programming (see SB10/3 p00), with Like its meaning, Iridium Spa is rare and refined.” input from a cross-functional team comprised of St Regis’ glo- No expense has been spared with the spa and there are opulent bal brand and design teams, development support from Jeremy touches, including a gold-lined swimming pool, using 7,450 pieces of gold, and an all-suite format, doing away with communal changing areas. In fact, the whole project has been a hefty investment: rmb750m (us$113.6m, €82.5m, £70.5m) was spent on the resort, with rmb11.5m (us$1.7m, €1.2m, £1m) allocated to the spa. According to Kyricos, as this is the first luxury hotel resort in Tibet – not to mention the global launch pad for its newest spa concept – it is a very significant project. Rather than booking treatments, Iridium Spa gives the option of booking blocks of time intended to cover the treatment as well as pre/post treatment activities. “The aim is to offer an experience which is tai- lored and discreet,” says Gunning. “From arrival to departure, Iridium Spa provides guests with the rarest of luxuries: time.” At the time of going to press, prices were still being finalised. The therapist puts together a tailored programme for the guest, based Iridium in Lhasa is the world’s highest spa, but transporting goods to the site for construction was a complicated process 56 Read Spa Business online spabusiness.com / digital SPA BUSINESS 1 2011 ©Cybertrek 2011 on their needs and goals. As much as pos- Iridium Spa at St Regis Lhasa boasts ment bed and even a hydrothermal facility, sible, one therapist will stay with the guest an opulent pool lined with 7,450 pieces such as a sauna or spa bath. Other facilities throughout his/her time at the spa and per- of gold, as well as an all suite format include a yoga studio and meditation gar- form all the treatments. All therapists are den. There are separate entrances and exits, being trained in the spa’s signature Tibetan and Iridium treatments, as people are expected to arrive and leave with different mindsets. as well as in facials, basic manicure and pedicure and traditional Chinese/Tibetan hand and foot treatments. REFLECTING THE LOCATION “As part of the arrival ritual, we present the guest with a traditional Tying each of the sites to its location is an important element of the Tibetan jewellery box for them to store their watch and other jew- Iridium Spa brand, through signature programmes and also by incorpo- ellery. This is a symbol of intention for them to forget about time, rating local ingredients and remedies. Because of the altitude, treatments relax and enjoy the time they have booked for their treatment,” says at this inaugural spa have been geared towards helping guests relax and Gunning. When they leave, guests are given a satchel of tea, from breathe more easily. Sleeping at night can be a challenge due to the lack the tea ritual, as a memento. of oxygen, so an aromatherapy treatment has been created to aid this. Central to the spa brand is the all-suite format. At Lhasa site, there For the second stage of training, the spa will focus on more tra- are four single suites and two couples suites, each with its own toilet, ditional Tibetan-influenced treatments, using local ingredients and vanity area, experience shower, sitting and consultation area, treat- products. Aromatherapy Associates were chosen as the international SPA BUSINESS 1 2011 ©Cybertrek 2011 Read Spa Business online spabusiness.com / digital 57 RESORT SPA Th e huge lobby window at St Regis Lhasa brand, while AW Lake has researched Tibetan ST REGIS LHASA beautifully showcases the spectacular medicine, history and culture to create the BY NUMBERS products for the signature treatments. night-time view of Postala Palace Th erapists will be trained in a native mas- Th e resort has 122 rooms, sage known as ku nye. Derived from Tibetan 28 villas and 12 suites medicine, it helps cleanse the body of tox- Rooms range from 35 to 40 per cent from locals, perhaps rising ins, increase energy, calm nerves and reduce rmb1,650 (us$250, €182, to as much as 90 per cent in the winter. Long stress. When performing ku nye for the fi rst £155) to rmb50,150 (us$7,600, term, Starwood is hoping to encourage more time, therapists will carry out a consultation €5,500, £4,700) per night travel during winter, but locals will still be to determine the guest’s dominant humour Starwood is aiming for 40 per important and to refl ect this, three mem- (element): wind, bile or phlegm. Th e two- cent occupancy in the fi rst year bership packages have been created. Th ese hour treatment uses herbal oils and pastes Other facilities include a tea include benefi ts such as discounts at the spa corresponding to the dominant humour. room, three restaurants, a ballroom, and F&B, a complimentary one-night stay in Gunning says varying treatments at future meeting rooms and the spa the presidential suite and invitations to spe- spas will bring each destination to life: “Each Th e tiered spa memberships will cial events. In terms of KPIs, Starwood will property can develop its own signature treat- range from rmb23,100 (us$3,500, be measuring revenue per available treat- ment, based on the showcased culture/ €2,550, £2,150) to rmb33,000 ment hour; retail revenue as a percentage destination. St Regis hopes this will enable (us$5,000, €3,650, £3,100) a year of treatment revenue; hotel capture rate distinctive, hand-craft ed experiences.” Th e spa will open with six percentage and therapist productivity per- Launching a premium brand in such a full-time therapists, building centage. As this is a new market no specifi c remote location hasn’t come without chal- up to 12 during peak times benchmarks can be shared yet. lenges. “It was not easy to transport goods Th e Iridium Spa brand is now available to during construction as they had to come a long way by road,” says roll out in other St Regis hotels, although owners can also opt for a Gunning. Yet access for potential guests is straightforward, as fl ights Reméde Spa by Steiner Leisure: St Regis’ preferred third-party spa run daily to Lhasa from major cities in China and the road into Lhasa brand. Th e location and market is likely to determine which one is excellent. Another diffi culty is having “to endure low levels of hotel owners will choose. Although there are brand requirements oxygen during winter time; although in the summer it is extremely for an Iridium Spa – a minimum 3,500sq ft (325sq m) footprint, all- pleasant, with trees and plants giving off higher levels of oxygen.” suite areas, separate entry and exit – it is expected that each site will Finding staff has also proved to be challenging. Although all the refl ect its own location. Proprietors will be able to select their own therapists had to be trained from scratch, the team tried to recruit skincare lines. All future Iridium Spas will be priced in the luxury tier, individuals who have had traditions of healing, through massage and although costs will vary based on the demands of each market. herbal therapies, passed down to them. As the spa will have many Th e next Iridium Spa is due to open in St Regis Florence, Italy, this Chinese-speaking guests, a number of Chinese therapists have been year. Two more Iridium Spas are in discussion, but are still under hired and many of the others will be Tibetan. AW Lake provided a wraps; these could open by the end of 2011. Two more properties have comprehensive training programme, including detailed customer been confi rmed for China – St Regis Tianjin and St Regis Yalong Bay service training to match the expected high-end clientele. – slated to open by 2012. Asia is Starwood’s fastest growing market for its hotel and spa brands and EAME is another key growth area. THE EXPECTATIONS A lot of work has been put into this brand, so there are high hopes Starwood predicts that the spa’s capture rate will be at least 25 per cent. for it: “In many ways we’ve saved the best for last,” says Kyricos. “It’s “We would expect international guests to at least try the foot and leg the sixth brand we’ve developed internally, so there’s a logical ben- massage treatments, especially if they’ve been walking all day sight- efi t to years of experience. I feel there’s a good marriage between St seeing,” says Gunning. “We expect facials to be popular, as the skin can Regis and the concept we’ve created for Iridium Spa. Th ey’re highly become very dry within just a couple of days here.” Starwood expects synergistic and share the same core values, which has culminated 60 to 65 per cent of the spa revenue to come from hotel guests and in a beautiful end product.” ● 58 Read Spa Business online spabusiness.com / digital SPA BUSINESS 1 2011 ©Cybertrek 2011 ANOTHER MASTERPIECE BY A.W.LAKE SPA CONCEPTS AWAY SPA® BALI, SEMINYAK OPENING SOON INTUITIVE, INTELLIGENT, INSPIRING www.awlakeonline.com ASK AN EXPERT JENNIFER HARBOTTLE » JOURNALIST » SPA BUSINESS ayurveda Ayurvedic oils are medicinal and strong smelling, so how can modern spas get around this? PHOTO: ISTOCK.COM/©DRAGAN TRIFUNOVIC ISTOCK.COM/©DRAGAN PHOTO: yurveda, the Indian sys- want to give their spa a unique selling tem of wellness, is one of Can traditional ayurveda really point and an exotic appeal. the oldest existing bodies work in a commercial spa setting? On the one hand, this provides a of knowledge on the heal- fantastic opportunity for ayurveda to Aing process. It is a way of life which grow in popularity and for India to addresses the body, mind and spirit up the Traditional Knowledge Digital cement itself as a centre for wellness and a system of traditional medicine Library (TKDL) as repository of 1,200 among spa enthusiasts. Yet ayurveda, tra- which works at the level of both prevent- formulations of various systems of Indian ditionally a medical and curative practice, ative and curative health. It is primarily medicine, including ayurveda (see sb10/3 presents a number of challenges to lux- known for its efficiency in managing p12). In 1995, the Department of Ayurveda, ury spa operators. The oils have a strong, ailments like arthritis, gastro intestinal dis- Yoga & Naturopathy, Unani, Siddha and medical smell devoid of the soothing aro- orders, neuro musculoskeletal problems, Homoeopathy was established to pro- mas that are usually found in spas. Some skin complaints and hormonal issues. vide focused attention on education and treatments focus on stimulating marma In India, ayurveda is a legitimate medi- research in ayurveda and to raise aware- points as opposed to a flowing massage cal system which is used by 70 per cent of ness of it domestically and overseas. which helps customers to relax. Plus, the population. The country has an esti- As the luxury hotel spa market grows many believe that spas offering a one-hour mated 2,500 ayurvedic hospitals and more in India (see sb10/4 p26), many operators ayurveda treatment without a doctor’s con- than 100 colleges offering degrees in tra- are turning to ayurveda for inspiration for sultation, cannot possibly be authentic. ditional ayurvedic medicine. spa concepts, including Taj Hotels, Oberoi, So, how can modern spa facilities offer What’s more, the country is fiercely Orient and Serena Spas (see sb10/4 p30). ayurveda without diluting the traditional protective of keeping the practice authen- And growing interest in the west has also offering? And what changes can they make, tic. In 2001, the government of India set seen ayurveda adopted by operators who while still being true to its roots? 60 Read Spa Business online spabusiness.com / digital SPA BUSINESS 1 2011 ©Cybertrek 2011 hat the Indian Some of the eff ects may not government is DR RAMKUMAR KUTTY be noticeable immediately, doing to protect but could become apparent W Director, Punarnava Ayurveda, the tradition of ayurveda is aft er a longer time. an excellent eff ort. Ideally, Coimbatore, India Shirodhara also requires the government should the use of the appropriate now work towards creating medium (medicated oil or ayurveda expert physicians who are well not a good idea, because the client does not buttermilk) based on the need which is deter- versed with the original texts. necessarily know what they need. mined by an ayurvedic physician. Th e oils are Without the experts, you cannot offer Ayurveda has never been about short-term composed of fi ve elements, which are eff ec- authentic ayurveda. For example, a herbal pampering. It has always been about long- tive in specifi c conditions. When artifi cial therapy only becomes true to ayurveda when term wellness. Hence pampering at the cost elements like colour and fragrance are added, an experienced physician prescribes the par- of wellness is not to be advocated. To give there is some re-alignment of these elements, ticular herb based on their understanding of an example – shirodhara is one of the most which could possibly contribute to the oil a given context and original text. sought-aft er ayurvedic treatments in spas, being less eff ective. Th e texts also detail the I have off ered advice to numerous spa but unfortunately it is wrongly administered need for intensive treatments to take place groups which want to off er ayurveda and in many contexts. Like many ayurvedic treat- in a protective environment – those which my recommendation has always been to ments, shirodhara is an intensive therapy are sheltered and free of interruptions and focus on preventative aspects. Th ere is so which requires the client/patient to follow pollution. A luxury spa could indeed off er much awareness that spas can build about appropriate dietary and lifestyle advice for a this, provided the intent is there. ayurveda if their vision is to create a well- particular period aft er the treatment to gain It is diffi cult to explain authentic ayurveda ness off ering. Generally, those spas which the most benefi t. Th is could be anything to spa-goers. However, ayurveda which is are the most true to ayurveda are the ones from avoiding sitting or standing exces- administered by knowledgeable, experi- that cater to the need of the client; rather sively to not sleeping during the day, keeping enced and qualifi ed practitioners, and where than their desire. However, others present out of the sun or not eating uncooked food. the practitioners or the spas can actually an ayurveda menu and permit the client to Th e texts explain in detail ‘untoward eff ects’ explain the process referring to the origi- choose whatever they want. Th is is certainly that may occur if this advice is not followed. nal texts, would come the closest to being authentic and reliable. “Ayurveda has never been about short-term pampering... Dr Ramkumar is a qualifi ed ayurvedic physician with over 19 years’ experience. shirodhara, for example, is often wrongly administered when He is currently developing a green ayurveda dietary and lifestyle advice is not given as a follow up” healing community in southern India. Details: www.vaidyagrama.com iva from Taj Hotels can off er true ayurveda in Resorts and Palaces BINA PATEL a spa and altering any one is the only Indian spa of these could actually take J Vice-president – spa operations & development, brand in the world with away from the benefi ts that unique Indian signature Jiva Spas, Taj Hotels Resorts & Palaces, India accrue. Simply put, if you spa therapies and spa expe- tamper with nature, nature riences and it is only natural has its own way of levelling that ayurveda would be a part of our off er- nesses), because we believe a spa is a place to with you. Modern spas unfortunately have ings. Th e ayurvedic treatments we off er are rejuvenate and re-energise and not neces- jumped on the bandwagon of what is exotic absolutely authentic. In fact, we only off er sarily a medical centre. and will attract more customers. So, I would ayurveda at our facilities that have a resi- In that sense, there is a happy medium say that there is a need for an ayurvedic reg- dent vaidya – an ayurvedic physician – who where a spa can offer rejuvenative and ulatory body that can take cognizance and fi rst gives a diagnoses based on the person’s lifestyle ayurveda and still stay true to its accredit only deserving spas. body type and need and then prescribes the authenticity. In our menus, we clearly urge Th e opportunities defi nitely exist where treatment and oil accordingly. people to take a minimum number of treat- you can off er the basic version of ayurveda When creating Jiva’s experiences and treat- ments (and regularly) to ensure that they get and still be successful. Today’s customers are ments, we enlisted the help of qualifi ed and the maximum benefi t out of that therapy. looking more for result-driven treatments authentic ayurvedic doctors from the old Nothing is altered or tampered with and the and not strictly for the pampering ones. And and fabled ayurvedic institutions of India. oils that we use are pure and from a well- by its very essence, ayurveda can become a We did extensive research and incorporated known, highly reputed ayurvedic pharmacy. new way of doing spa. their suggestions into our menu and services. Th e oils may be pungent, but many of our We only off er rejuvenative ayurveda (which spa guests fi nd the experience more benefi - Bina Patel created the award winning Jiva focuses on promoting good health and pre- cial than great smelling spa treatments. Spa brand in 2003. Today there are 22 Jiva venting disease) and not curative ayurveda Th ere are so many aspects that need to Spas worldwide and a further 23 in develop- (which is used to treat people with ill- be considered and monitored before you ment. Details: www.tajhotels.com/jivaspas SPA BUSINESS 1 2011 ©Cybertrek 2011 Read Spa Business online spabusiness.com / digital 61 ASK AN EXPERT ayurveda ur Ayurveda pizhichil treatments is made C-Spa launched in DR THOMAS PAMPACKEL from medicinal wood from Wesport, Ireland, the Indian venga tree. O Resident ayurvedic doctor, Carlton last August. Before creating Many spas worldwide our concept, Michael Kear- Atlantic Coast, Westport, Ireland off er ayurvedic treatments ney, our chief executive [of but not all off er authentic Th e Carlton Hotel Group], therapies. Our ayurvedic travelled to Kerala – an ayurvedic hub in At Ayurveda C-Spa we provide a variety team have invested a lot of time to ensure India – to research and experience the prac- of professionally administered treatments our clients receive genuine treatments. Th e tice fi rst-hand. We also had an ayurvedic spa using oils and herbal powders sourced from ayurvedic approach is diff erent from con- consultant to assist in the development of our the evergreen rainforests of Kerala. My team ventional spa treatments as its main focus is spa from inception to opening. and I strive to off er the exact same treatment on an individual’s holistic health rather than We’ve adapted ayurveda to suit the Irish we’ve observed and experienced in Kerala merely the physical body. Th is is the most spa industry. While we wanted to promote – including identifying the mind-body con- benefi cial aspect of ayurvedic medicine. something traditional, we still wanted to stitution and selecting products accordingly. While ayurvedic treatments usually last attain our regular clients: so we run ayurveda Following the treatment, we will also off er longer than an hour, we off er a variety of alongside typical beauty services. Our team of advice on how to maintain the dosha balance experiences ranging from 40 minutes to two ayurvedic spa therapists and myself come and to lead a healthy life, which is another three hours to suit all our client needs. from Kerala. We’ve grown up with its reme- main aim of ayurveda. Our research shows that people are going dies and have a vast knowledge of this ancient We even go so far as to source our equip- back to nature for its curative properties and practice. By hiring directly from India, we’ve ment directly from India. For instance, the that ayurveda is a proven profi table busi- brought authenticity to our off ering. wooden table used for our shirodhara and ness model and is a segment with a vastly untapped growth potential. We plan to campaign to raise the level of awareness of “Our two ayurvedic experts and myself come from Kerala. ayurveda in Ireland. We’ve grown up with its remedies and have a vast knowledge Ayurveda C-Spa is Ireland’s only dedicated of this ancient practice which we’ve brought to the spa” ayurvedic health and wellbeing spa. Details: www.carlton.ie/atlantic-coast ff ering ayurveda in through. Also, training a commercial spa SUNITA PASSI needs to be specifi c to west- operation is dilut- ern therapists. Traditionally, O Founder and creative director, ing the traditional practice, the doctor gives the consul- but it is also creating aware- Tri-Dosha tation, then tells the Indian ness and enabling more people therapist what to deliver. In to experience it. Th ere is room which case, however, thera- for both – those who seek very traditional off er- many mistakes can be made. You may end pist training focuses on understanding the ings will fi nd the clinics, while those searching up with something that looks and feels very characteristics of the seven doshas or body for a more luxurious experience, focusing on disjointed and doesn’t portray the essence of types and prescribing treatments according wellness, will hunt out the spas. what ayurveda is. Th ere are many examples to imbalances or simply to bring harmony. More spa-goers are looking for less super- of this in the market today. In addition, the massages themselves need fi cial wellness experiences and want proper There are certain things that need to to evolve. Traditionally, the procedures have health guidance and aft ercare, which is at the be changed, such as the oils. Traditional no structure behind them, marma points are heart of ayurveda. Ayurveda also supports ayurvedic oils are made with a medicinal her- pressed hard but not necessarily within a the notion of inner wellbeing – meditation, itage and are pungent in smell. Th eir aim is to fl owing routine. So, we’ve created treatments visualisation – and the major opportunity cure an ailment, not to support delivery of a that harmonise classic Indian techniques, for this practice is that it off ers the tools and pampering treatment. We have worked with such as stimulating the marma points, but techniques to live in balance. traditional vaidyas (ayurvedic physicians) to which also have a stronger focus on struc- Unfortunately, many proprietors see create an authentic herbal infusion, and we’ve ture and a professional delivery. ayurveda as a USP, but don’t understand the worked with a leading fragrance expert in the Treatments are typically administered on concept. If the understanding doesn’t start at UK to create the aromas. As far as I know, a droni: a wooden table designed to allow the top, it can’t be relayed to the rest of the we are the only company that has created excess oil to drain away easily. But, modern team and a project is likely to fail. But if the ayurvedic oil blends to this level. spas use less oil than normal, so it’s possible system is in the right hands and evolved in At Tri-Dosha, we also alter the treatments to to use a western treatment bed to give more a respectful manner, it can succeed. suit a modern spa. Our consultation focuses comfort to the client. Commercial spa operators looking to off er on ‘vikruti’ – body types as they appear today ayurveda would be best to work with a spe- and not ‘prakruti’ – body types as they are Tri-Dosha has its own an ayurvedic product cialist advisor/consultant. Trying to piece the genetically, which is what an ayurvedic doc- range, treatment programme and training jigsaw together alone can be cumbersome and tor in a medicinal venue would take the client courses. Details: www.tri-dosha.co.uk 62 Read Spa Business online spabusiness.com / digital SPA BUSINESS 1 2011 ©Cybertrek 2011 ) *$+++++ ,)#' - / )) ( )+++++ $ 0 #+++++ ( 1 * )+++++ 2 3$ 1 ,)# #+++++ 4$ ()# # ) 5 &6+++++ ( ( 6 2) ()6 9 4 ) ( 2) :)#+++++ , ;/< 1 * =)+++++ : ) 16 ) > +++++ =& 1 ( /'$ ) /) +++++ 0$ /) / = 2)+++++ 5 = 5 ) ;+++++ ? ) 2#+++++ 5$ 4#A 2)# B# 2)$+++++ 2) 1 * +++++ = ? $ (6 2)$ ?# <) ( , ;/< 0' 0 36' /& , > 1 = /$ , )$ 1 = /# [ %&&# !"#$$%&'$$( !"%)*(+&'$$) ,-'$$. # $$ # # %& ' (& # ! TOURISM Turkish Delight We analyse the spa tourism market in Turkey and its potential as a leading thermal tourism destination PROFESSOR TERRY STEVENS » MANAGING DIRECTOR » STEVENS & ASSOCIATES n many ways 2010 was a defining year for Turkey, with the designation of Istan- bul as one of the European Capitals of Culture creat- ing a significant platform to showcase the country’s unique culture, heritage and environment. Turkey has a long and exceptionally GAIA SPA, GRAND HYATT, ISTANBUL beautiful coastline, good weather, many nat- ural attractions and unique historical and The renovated 360-bedroom archaeological sites. It also has an improv- Grand Hyatt Istanbul reopened ing infrastructure for tourism. Accordingly, in 2009. Around 80 per cent of the Turkish tourism sector has been one all hotel guests use its 1,000sq m of the most important drivers behind the CASE STUDY (10,764sq ft) Gaia Spa complex. country’s economic development. In 2009, Thirty treatments are on offer, with a combined with the travel sector, the industry strong focus on authentic hammam rit- generated try95.3bn (us$60.3bn, €43.6bn, uals. It features four therapy rooms, a £37.3bn) of economic activity – equating relaxation lounge, steamrooms and to approximately 10.2 per cent of Turkey’s saunas and a fitness studio. GDP – with an employment of around In 2008, Dogus Holdings, owner of The country’s economy is robust too. A 1.7 million people, representing 7.2 per cent Grand Hyatt Istanbul, also invested in 2009 report by the IMF shows that Turkey of the total workforce. the 90-bedroom Park Hyatt Istanbul. is ranked as having the 15th largest economy According to Deloitte’s 2010 Tourist This comprises a three-treatment room in the world and the sixth in Europe. As a Industry Report for Turkey, Germany, the spa, relaxation area and fitness centre result of the size of its internal market, its UK and Russia are the top sources of tourists, exclusive to hotel guests. The hotel also stable economy and a real GDP growing 6 together comprising approximately 36 per offers 25 residential spa rooms featur- per cent per annum, Turkey is regarded as cent of all international arrivals. Antalya and ing a steamroom and heated bathroom an attractive place to invest. By 2050, Gold- Istanbul are the most popular cities, attract- floors for Turkish bath treatments. man Sachs estimates that it will have the ing around 60 per cent of arrivals. ninth largest economy globally. ÇIRAGAN PALACE KEMPINSKI SPA, ISTANBUL Opened in 1990, the 313-bedroom Çirağan Pal- ace Kempinski sits on the western shore of the Bosphorus and last year hosted the Global Spa Summit (see sb10/3 p38). Its spa is managed by CASE STUDY Sanitas Spa & Wellness: a Turkish consultancy and management company with over 20 years’ experi- ence which prides itself on offering a high-quality staff and service. The 830sq m (8,934sq ft) compact spa with five treatment rooms is centred around one hammam and two steamrooms and its signature treatment is a deep massage. But the offer is varied – also on the menu are four ayurvedic treatments, six spa journeys based on Asian rituals and a chocolate massage. 64 Read Spa Business online spabusiness.com / digital SPA BUSINESS 1 2011 ©Cybertrek 2011 HILTON DALAMAN RESORT AND SPA HOTEL AND SPA SECTOR Almost two thirds of hotels in the main Last year, Mintel estimated that there were The 410-bedroom Hilton cities and coastal resorts are four- to 2,200 hotels in Turkey with 250,000 bed- Dalaman arrived on Turkey’s five-star, like the Hilton Dalaman rooms and a bed space capacity of 531,000. Mediterranean coast in 2009. It And according to the Ministry of Culture includes a 6,000sq m (64,583sq Indeed, over the past five to 10 years Tur- and Tourism, there are many hotels in an CASE STUDY ft) spa, split into two parts: a key’s spa and wellness industry has been investment stage with an additional capac- free-access area offering basic thermal transformed as a result of a number of fac- ity of 258,287 beds. The country’s hotel experiences and a pool, and the Glam- tors (box, p66). The advantages of attracting stock is concentrated in the three main cit- our Luxury Spa with a set entry fee. wellness tourists is that they have an average ies of Istanbul, Izmir and Ankara and the Facilities of the latter include 22 treat- 10-night stay and are high-yielding inter- coastal resorts of Dalaman, Bodrum and ment rooms and two Turkish baths – a national visitors. Also, wellness tourism is Side. Importantly, the sector is dominated traditional one and a more elaborate helping to drive internationalisation in Tur- by upscale hotels – almost two thirds of all one incorporating a sauna, steamroom, key and is driving up quality standards and facilities are four- or five-star. massage room and an Oriental-themed attracting international brands. The largest hotel operator domestically is relaxation area. Ayurvedic treatments, the Tui Group, which manages 13 resorts, a four-hand massage and wellness THERMAL WAY AHEAD followed by the Dedeman Hotel Group. packages are highlights of the menu. A core element of wellness tourism provi- Other homegrown talent includes: Rich- The spa is managed by Sanitas Spa & sion in Turkey is the hammam – a bathing mond Hotels, part of the Aksoy Group; Wellness, which also runs the spa at ritual dating back to the 11th century and Les Ottomans, an independent operator Çirağan Palace Kempinski. transformed by the Ottomans. Today there (see sb10/2 p34) and Rixos. Alongside this are more than 57 traditional hammam bath indigenous investment is a growing com- houses in Istanbul. This strong, domestic mitment by international brands such as Ümit Yasar Atalay, general manager of wellness offering has become fundamen- Kempinski, Hyatt, Hilton, Barceló, Star- Richmond Hotels, says: “There are an esti- tally integrated in modern spas, albeit with a wood, Ritz-Carlton, Swissôtel, Four Seasons mated 400 spa and wellness centres in more contemporary design or service deliv- and SAS Radisson. On top of this interna- Turkey, of which 245 are in resort spas as ery. The challenge now is for global brands to tional spa operators such as Six Senses and part of five-star hotels, mainly located along think up new approaches on incorporating Anantara have also followed suit. the coast.” The others lie in city locations. such traditions to avoid formulaic spas. SPA BUSINESS 1 2011 ©Cybertrek 2011 Read Spa Business online spabusiness.com / digital 65 TOURISM WELLNESS TOURISM TRANSFORMED This table identifi es the key push and pull factors responsible for transforming Turkey’s wellness tourism industry over the past fi ve to 10 years: PULL ■ Wellness tourism has benefi ted from major structural reforms in tourism ■ Creation of a business- friendly environment welcoming foreign inward investment ■ Strengthening domestic investment base working with RICHMOND NUA WELLNESS SPA, IZMIT global hotel and spa brands The Sultan’s private treatment room ■ Confi dence within domestic at the Richmond Nua Wellness Spa Located an hour east of Istanbul businesses to develop strong situated by Lake Sapanca near Istanbul by Lake Sapanca, the 131-bed- Turkish wellness/spa products room Richmond Nua claims to ■ A young, ambitious and increasingly Wellness tourism could potentially home have the fi rst and only destina- well-educated population in on Turkey’s thermal waters. According CASE STUDY tion spa in Turkey. Th e 2,700sq m ■ Increased levels of disposable to the Turkish Geothermal Association (29,063sq ft ) wellness centre and spa income in the population (TGA), the country had 1,300 natural thermal has a traditional setting with contem- with increased levels of sources, yet only 10,000 people a year visit- porary architecture. It opened in 2005 domestic leisure demand ing the springs to cure their ailments, recover and off ers 72 spa services with a par- ■ Investment in generic tourism from illness or simply relax. Th ese fi gures ticular focus on packages such as detox facilities (hotels, resorts, golf mean that Turkey is ranked fi rst in Europe and pregnancy programmes to tailor- courses) all requiring spa and in terms of its the rmal resource potential made journeys. General manager Ümit wellness provision – for example, and third for usage. Th e TGA believes the Yasar Atalay says: “These packages 12 of Turkey’s 15 golf courses are in thermal waters could cater for as many as 30 positively infl uence the sales of special tourism resorts with spa facilities million visitors a year, bringing in an extra treatments and massages.” Designed by ■ Ability to add value and €9.4bn (us$13bn, £8bn) into the economy. Schletterer, it has 14 double treatment price to hotel bed stock It is, therefore, no surprise that health rooms and thermal, water and relaxa- and thermal tourism development was one tion experiences. PUSH objective of Turkey’s 2023 Tourism Strategy – published by the Ministry of Tourism and ■ Turkey’s expressed desire to Culture in 2007 to direct the framework for has been allocated for the development of become an EU country (it has been investment in the sector. Under the guise of thermal resorts and associated infrastruc- an accession country since 2005) the Th ermal Tourism Cities Project (TTCP) ture; and TTCP has identifi ed four specifi c ■ Tourism is now fully embedded the ministry aims to establish Turkey as a regions for their geothermal potential: in national and regional policy world-leading thermal tourism destination. t4PVUI.BSNBSB XIJDIDPWFSTUIFDJUJFTPG ■ Ambitious targets for growing More than €56.3m (us$77.8m, £48m) Balikesir, Çanakkale and Yalova the value of tourism by 2023 t4PVUI"FHFBOSFHJPODPNQSJTJOH"ZEJO ■ Realisation of the exceptional Denizil, Manisa and Izmir natural wellness ‘asset’ base Turkey has 1,300 natural tPhrygian region comprising Afyonkarahisar, including geothermal waters, springs... and the Turkish Ankara, Uşak, Eskişehir and Kütahya natural environment, climate t$FOUSBM"OBUPMJB FODPNQBTTJOH"LTBSBZ and traditional rituals Geothermal Association Kirşehir, Niğde, Nevşehir and Yozgat ■ The need to establish believes the thermal waters With every passing year the ministry is standards and accreditation could cater for as many as devoting a greater proportion of its eff orts to ■ The strong research and educational promoting the spa and wellness sector when resources in Turkey to support 30 million visitors a year, presenting Turkey to the world. It’s partic- spa and wellness development. bringing in an extra E9.4bn ipating in expos, advertising in magazines There are fi ve university centres and organising press trips. ● specialising in these areas 66 Read Spa Business online spabusiness.com / digital SPA BUSINESS 1 2011 ©Cybertrek 2011 TRENDS SUSIE ELLIS » PRESIDENT » SPAFINDER, INC OPPOSITES ATTRACT Sometimes going against mainstream ideas can create innovative businesses. Susie Ellis explores the counter-trend notion ach year SpaFinder, Inc issues its Spa 2011 predictions, I thought it might be fun Trend Report™ to identify key glo- to add another perspective: the concept of E bal spa trends that could infl uence the counter-trend. Sometimes very creative spa experiences for both consumers and and successful ideas emerge when businesses the industry in the year ahead – and possi- move against the mainstream. I hope it will Susie Ellis bly decades to come. As well as sharing our provide some food for thought... To access the detailed version, visit: www.spabusiness.com/2011spatrendreport 2011 To read Susie Ellis’ biography, see p4 SPA TREND REPORT PHOTO:ISTOCK.COM/© CELSO PUPO RODRIGUES Watch out for the Gen X and Millennials (30 to 45-year-olds) PHOTO: THE SANCTUARY, UK THE SANCTUARY, PHOTO: AGEING… RAGING Brazil dominates spa development in the Americas Mature market vs young ambition ALL EYES ON ASIA As millions of Baby Boomers are turning 65 each year, spas will begin to incorporate exercise physiologists, East is east, but don’t forget Russia and Brazil orthopedics and naturopaths focusing on rejuvenation of Historically, there’s been a a luxury lifestyle, including the joints, pain relief and mobility – while pain relief massages, mass exportation of Asian western spa experience. corrective facials and everything anti-ageing will increasingly spa infl uences worldwide. How- Counter-trend: If India and China hit menus. Th ermal bathing and an emphasis on exercis- ever, we’re now seeing explosive dominate spa/hotel development ing in water will experience a renaissance, as the benefi ts of growth of hotel/spa development among BRIC countries, don’t ‘sanitas per acqua’ are rediscovered. But the ‘over 65’ catch- within Asia (a market of 4.1 billion forget Brazil and Russia. Bra- all category will become history as it’s realised that there’s a people), especially within the two zil dominates the south/central huge diff erence between a 70-year-old who plays tennis three fastest-growing world economies, American hotel spa pipeline and times a week and an 85-year-old seeking pain relief. China and India, where extraor- Russia has muscled into the top Counter-trend: In SpaFinder’s 2010 State of Spa Travel sur- dinary new class mobility is being three in Europe. And while there vey, it was reported that if Boomers represent the biggest unleashed. Asia-Pacifi c has the is very little growth in some areas, spa-travelling demographic (52 per cent), Gen X and Millen- largest number of spas and hotels such as the US, a new spa opening nials (roughly 30-45) aren’t far behind (41 per cent). Many under development of any region there might garner a signifi cantly spas will target younger generations (with more spas for in the world and by 2015, China larger share of press – an advan- kids, teens, young adults and families), but will need to draw will have around 100 million out- tage for those making headlines from a large enough market to make it work. bound travellers, many seeking in slower markets. SPA BUSINESS 1 2011 ©Cybertrek 2011 Read Spa Business online spabusiness.com / digital 67 TRENDS Brands are exploding, but there’s still room for one-offs, such as the Tschuggen Hotel Group’s Bergoase mountain spa with is iconic ‘light trees’ in Switzerland Oxygen inhalation is already offered by Danubius SALT ROOMS AND SALT CAVES Salt therapy or air apparent Healing salt caves may be centuries old, but they’re coming of age in modern spas and SPA BRANDWAGON salt therapy – or halotherapy – is one of the hottest 2011 trends. Clinical trials reveal halotherapy is To brand or not to brand? benefi cial for respiratory and skin conditions. Spas Th e industry is moving rapidly sheer globalisation, strengthening econ- are fi nding stylish ways to recreate the salt cave towards branded experiences omies and consumer demand for the microclimate and with little need for a therapist, and 2011 will prove a watershed year ‘know-ability factor’. the treatments are attractive from a cost side. for global spa franchise expansion and Counter-trend: While brands are Counter-trend: It might be fun to point to the brand-spanking-new spa brand mod- exploding, there will always be a spa popularity of black and cayenne pepper in treat- els. International brands are aggressively consumer segment that values unique, ments/products – just to be amusing. But a real moving into hot, emerging markets such customised one-of-a-kind spas. This counter-trend could include a fresh angle on as China and India. Brands indigenous could be a facial clinic down the street inhalation therapies – like oxygen. And in con- to these emerging markets are expanding operated by a passionate owner or a des- tradistinction to no-therapist experiences, there’s and major hotel brands are busy launch- tination spa in a special location, where also an upswing in therapist-intense treatments, ing carefully crafted, new in-house the experience is shaped by the super- like the four-handed massage. concepts. Fuelling this ‘brandwagon’: distinct vision of the founder. SALT ROOMS AND SALT CAVES THE SCIENCE OF SPA Big deal vs done deal Proof and pampering Online group-buying deals have burst onto Get ready for a new era where more the global scene and spa/wellness deals are questions about the eff ectiveness of a mainstay of generic deal sites like GroupOn or therapies and products will be asked and LivingSocial. With these companies backed by answers will be more transparent, as the millions in venture capital, deals will certainly emphasis on the science behind spa heats remain in the spotlight in 2011, but SpaFinder up (see sb10/3 p20). With more medical forecasts change. Watch for consolidation and professionals embracing integrative med- a dot-deal shakeout; personalised, spa-specifi c icine, clinical studies on the benefi ts of deals from spa-only platforms; deals ‘on the spot’, various modalities will accelerate in 2011, thanks to mobile apps; and an intense focus on and smart spas will yoke their off erings to retention of the ‘deal customer’. a growing archive of medical data. Counter-trend: Sometimes a trend becomes so Counter-trend: Our industry will not, and intensely saturated, that a backlash quickly causes should not, succeed by promoting things a counter-trend. One example: deal fatigue, the that don’t have real benefi ts or are not good preference for a regular spa appointment with a for people. But some spas might take coun- favourite therapist rather than saving a few dol- ter-angles: emphasising the sheer value of lars. Another counter-trend to rock-bottom spa Ultra-luxe treatments, such as pampering and feeling good. Or a spa may deals: an uptick in ultra-luxe treatments like the MeBath’s US$50,000 bath ritual, choose to be transparent about modalities us$1,250 (€912, £778) facial with Dangene in New are a counter-trend to spa deals not yet scientifi cally proven and encourage York, which is booked up for months! people to be part of the ‘living research’. 68 Read Spa Business online spabusiness.com / digital SPA BUSINESS 1 2011 ©Cybertrek 2011 2011 SPA TREND REPORT Japanese inspiration at Golden Door, California HYPER-LOCAL SPAS Local fl avour or taste of the exotic? For a good few years, spas have been meeting spa-goers’ intensifying desire for authenticity to place and culture. But spas are Fast is in, but so is slow: Mandarin Oriental has created a three-hour treatment now going hyper-local, putting unique twists on SPA, IN A NEW YORK MINUTE the ‘farm-to-table’ movement, with farm-to-spa Quick, quick slow cuisine and farm-to-massage-table treatments. Hyper-local also means ramped-up community/ Many of us inhabit a stressed-out, locker rooms on the decline and even philanthropic projects, 100 per cent locally- 24/7 world and the spa industry is check-in counters being rethought. Also sourced building materials and mandating local responding, helping people spa anytime expect to see more spa-goers embracing hiring policies. Guests are gardening, farming, and off ering mini (15- to 13-minute) and 24/7 online and appointment booking preparing their own food and making expedi- simultaneous treatments performed by via mobile phone apps. tions to local artisans and schools. multiple therapists. Suddenly, a 9pm clos- Counter-trend: A clear counter-trend Counter-trend: With spa treatments, a good case ing time is the norm and ‘open late’ now is to slow it way down, with many can be made for emphasising exotic experiences means 2am or all night. Th e trend is also more leisurely spa experiences emerg- from other worlds. For example, Golden Door towards earlier: 6 to 7am opening times ing simultaneously. Some spas report destination spa in California, takes the form of a attract business people jump-starting that the 90-minute massage is becom- very authentic Japanese ryokan (inn), including their day and revellers calling it a night. ing more standard than the 60-minute, Japanese art, gardens and yukata robes. Also, the Th e explosion of airport spas world- with requests for two-hour massages on heavily themed spa resorts of Las Vegas (fanciful wide plays into the express trend neatly. the rise. One example is the new three- Italian, French, Middle Eastern environments) Th e quest for effi ciencies is also refl ected hour treatment off ered at the Mandarin are striking counter-trend examples. in new facility design directions, with Oriental Spa in New York. EXTREME BEAUTY: SPA EDITION SURPRISING SPECIAL EVENTS Extreme beauty vs make-up and mirror free Make it special, or keep it simple? Botox® move over, beauty-seekers are taking it to the max. Destination spas are increasingly developing super-distinc- Stem-cell facials, plasma therapy (where blood is drawn and tive, speciality programmes. Retreats now span everything re-injected) and ultherapy (using ultrasound to regenerate skin col- from a high-fl ying trapeze experience to more sober gatherings lagen) are the new buzzwords. Th ere are extremes like military-style for survivors of loss. Celebrity authors, artists and personali- boot camps, rolfi ng and bikram yoga, where pain meets pleasure. Th e ties oft en headline these stays. Hotel/resort spas will continue most thought-provoking extreme: people seem to be able to partake in to surprise traditional and business groups with unpredictable both natural and invasive cosmetic procedures without confl ict. People programming: from therapeutic carpentry and falconry to tight- demanding extreme results are happy to pay the price: the beauty mar- rope walking. Th e sky’s the limit as spas fi nd creative ways to ket represents a staggering us$679bn (€495.1bn, £422.9bn) annually. satisfy people’s desire for learning and new experiences. Counter-trend: An interesting experiment: create a spa or spa expe- Counter-trend: A segment of spas are also going back to basics, by rience that absolutely eliminates the all-consuming pursuit of beauty. shortening and streamlining menus to please overwhelmed con- Th ere might be something liberating and appealing about places where sumers, who typically default back to tried-and-tested treatments. no one wears make-up, nail polish or has their hair coloured, perhaps While hyper-unique events can be extraordinarily memorable without mirrors. Th e emphasis on external beauty is virtually elimi- (even life-changing), the counter-trend of embracing the comforts nated… to focus on mind, wellness and inner beauty. of familiarity are attractive to many spa-goers as well. SPA BUSINESS 1 2011 ©Cybertrek 2011 Read Spa Business online spabusiness.com / digital 69 COMPANY PROFILE PROMOTION healing earth Inspired by Africa’s ancient healing traditions, Healing Earth is a luxury, natural and sustainable spa brand that combines premium products and therapies with international training protocols and consultancy. Here, the company’s founder, Elisabeth Brandt, shares her vision What’s your background? qualities of vitamin C, vitamin E and proan- I’ve been in this industry for 25 years. I was thocyanidins (OPC) found in the seeds, skin born in Slovenia and started out in hotels and leaves of Pinotage, South Africa’s signa- in Europe, before moving to South Africa 15 ture red wine grape. OPC is one the most years ago to open one of the country’s fi rst potent free-radical fi ghters available, about fi ve-star spas: the Sérénité Wellness Cen- 50 times stronger than vitamin E. tre in Cape Town. We took a very holistic Our body range, Earth Soul, harnesses the approach, off ering yoga, meditation, detox medicinal powers of South Africa’s native and life coaching, which was new in South plants, fl owers and herbs, and includes oils, Africa at the time. It was very successful: our creams, butters, polishes, wraps and bath average occupancy was 95 per cent and we salts. However, unlike some of our compet- had visitors from all over the world. itors, we don’t only use the well-established A few years later, I was asked to create a African ingredients of rooibos, marula and turnkey concept for another spa resort, in aloe ferox. Every one of our products con- which I was a shareholder. Th at was Santé tains active ingredients that have been Wellness Centre in the Stellenbosch Wine- carefully researched and selected with a spe- lands, South Africa’s fi rst vinotherapy spa. cifi c goal in mind – so, for example, we use I’ve also consulted on numerous other lux- Kalahari melon for its excellent moisturising ury spas in South Africa and Namibia. properties, African ginger for fi rming and slimming, mongongo nut for detox, and cof- What inspired you to set fee, orange and cinnamon for cellulite. up Healing Earth? “We follow sustainable While running my own spas, I was very and fair-trade practices to Why did you decide to focus unhappy with the products available, which on South African healing were full of parabens and other synthetic create natural products that traditions and ingredients? ingredients. It didn’t make sense to me that deliver proven results, and I’d studied local healing techniques in Bali, we were off ering fantastic organic foods and we’re proud ambassadors of India and Th ailand and had seen fi rst-hand detox programmes, while the products used how eff ective indigenous treatments could in our spa treatments were so impure. Africa’s indigenous heritage” be, but to the best of my knowledge no one So I started researching alternatives, and in the spa industry had really explored Afri- came up with a Pinotage grapeseed oil, can healing traditions and I was interested using ingredients sourced from local farmers, which I developed to see how much potential there was. into a range of Pinotage vinotherapy products. Th en, six years ago, I bought a book called Medicinal Plants of South Africa by Nigel I decided to sell my interests in Sérénité and Santé in order to con- Gericke, Ben-Erik van Wyk and Bosch van Oudtshoorn, which centrate on developing a holistic, pure and natural product line. We opened my eyes to the multitude of medicinal plants in the country launched Healing Earth in 2007. and the many ways they could be used – for example, my daugh- ter had been born with bad neurodermatitis, but aft er treating her How would you sum up your brand concept? with some of these natural remedies her condition improved dra- We take a nurturing, conscious approach to beauty, based on love matically. So I decided to come up with a concept that would draw for oneself, humanity and the Earth. We follow sustainable and fair- on these incredible ingredients and traditions, as well as the very trade practices to create natural products that deliver proven results, powerful energy of the African sun. and we’re proud ambassadors of Africa’s indigenous heritage. How much research has gone into your products? Can you tell us a bit more about Th e products have been developed in close consultation with John your main product lines? Knowlton, an internationally renowned cosmetics-industry scientist Our two main ranges are Pinotage Vinotherapy and Earth Soul. Pino- based in Johannesburg, who previously held senior positions with tage is a facial and body range which leverages the strong antioxidant Johnson & Johnson and Justine-AVON. John compiled the product 70 Read Spa Business online spabusiness.com / digital SPA BUSINESS 1 2011 ©Cybertrek 2011 information files for the brand, and conducted exten- Healing Earth’s ritual with a short reflexology test and consultation. sive scientific trials, while Dr John Hopkins, another two main product This really helps the therapist and client to connect leading scientist based in London, carried out toxi- ranges are Pinotage before the treatment begins, in a way that simply cology tests to ensure the products are 100 per cent Vinotherapy and isn’t possible in a typical consultation, where the toxin-free and ready for the market. Earth Soul therapist just sits in front of the client and fills out a questionnaire. How natural and sustainable are your products? What’s your training philosophy? When I was developing the range, I was very inspired by The Green The people we train are the ambassadors of our brand, and we believe Beauty Guide by Julie Gabriel, which really opened my eyes. None of you can’t give to other people if you don’t look after yourself. So as our products contain any potentially harmful, synthetic chemicals, well as the usual product and treatment training, we’ve created a such as parabens, formaldehyde-based preservatives, sulphate-based short programme of yogic breathing and meditation to help our ther- detergents, or artificial enhancers, dyes or fragrances. We only buy apists clear their energy when they arrive at work, and we encourage ingredients that have either been organically grown on local farms them to repeat it when they get home, too. We help them take care or wild-harvested in a sustainable way. We also strive to make our of themselves so they can give more of themselves to the client. packaging as environmentally friendly as possible, using only bio- degradable or recyclable materials, such as wood and glass. What’s next for Healing Earth? We’ve just launched a green hotel amenity range and we’re develop- How much of a focus is fair trade? ing some new accessories to complement our African concept. It’s very important – we’re committed to promoting the develop- On the research and development side, we’re running a pilot ment of Africa and empowering local farmers, and we work very project with one of our partner farms to produce ingredients using closely with local communities. We’ve just applied for Fair Trade biodynamic methods – a sustainable approach to farming that’s certification through the Fair Trade Foundation in the Netherlands, strongly influenced by the rhythms of the sun, moon and planets. and will be working towards achieving that this year. We’re also researching the energetic properties of different indig- enous African stones, such as amethyst and quartz, with a view to What kind of treatments do you offer? incorporating this into our product development. We offer a vast range of signature treatments, but our priority is to Another priority is widening our distribution network. We already create a menu that meets the client’s needs. For operators with a work with many top spas in South Africa and Namibia, we have dis- holistic focus, we might recommend an energy treatment linked tributors in Germany, the Benelux countries and the US, and we’re to the body’s chakras, while for those who want something simpler, about to sign a contract with a distributor in Russia and the Middle we’ll concentrate on treatments using established techniques. East. On the consulting side, we’re setting up a unique green spa in However, all our signature treatments begin the same way, with the the Winelands, as well as working on several exciting developments African Foot Cleanse, which combines a traditional foot-cleansing in Mozambique, so we’re feeling very positive about the future. ● SPA BUSINESS 1 2011 ©Cybertrek 2011 Read Spa Business online spabusiness.com / digital 71 Let’s face it, spa software is boring. Most spa managers we talk to are not happy with what they have. Forced to use whatever system was put in place many years ago. They all wish they had a reliable, fast, user-friendly system. Many have not yet started powering online reservations. Book4time has built the leading web-based spa system. Created to meet the complex needs of the world’s largest spa brands, yet affordable enough for an independent spa or salon owner. You can avoid expensive set-up charges and user license fees with our transaction pricing model, helping you save serious money. You can also switch to Book4Time at zero up-front cost. With us, you’re not locked into long-term contracts, you can simply give us 30 days notice. We’re confi dent we will earn your business year over year, as we have done for our clients throughout the world. Curious? Visit Book4Time.com or email: [email protected] for a demo. SPA SOFTWARE PART 1 The ability of spa management systems to support mobile and online booking is becoming more important as mobile devices grow in popularity with customers ISTOCK.COM/©STEVE COLE ISTOCK.COM/©STEVE SMARTER SYSTEMS Specialist software can underpin the entire management and operation of a spa, increasing profi tability and building sales. Over the next few issues, we’ll be outlining available systems LIZ TERRY » EDITOR » SPA BUSINESS paBooker by GramercyOne is a com- ing product levels and managing purchase plete web-based management solution SpaBooker by orders from multiple vendors. Th e system S for operators in the spa industry. also creates automatic purchase orders when It provides business management tools, GramercyOne stock levels fall to a predetermined level. including an appointment book, a customer SpaBooker is scalable for businesses from NEW YORK, USA database and a membership management sys- a single room to thousands of sites, like long- tem. It can also be integrated with Property standing client, Hilton Hotels. Management Systems and used to manage GramercyOne off ers on-site or free web- salon, health and activity operations. based training. Online training materials Th e system also includes an employee include a Practice Environment and a library management function to track perform- staff to take payment with a swipe on mobile of videos and manuals. Support is include via ance and commission and fully customisable devices. Customers can also book treatments telephone, Skype and email, while custom- reporting functionality, including user-de- from their iPads and smartphones. ers get access to a Suggest-a-Feature area and fi ned fi lters and a KPI dashboard. SpaBooker has built-in yield management fi ve free soft ware upgrades every year. SpaBooker has a built-in online booking tools and reports and a suite of marketing and SpaBooker has customers in 35 countries, and payments system which enables spa integrated email, SMS and social media func- is available in nine languages and supports operators to off er an ecommerce portal to tionality that can create and distribute special all major currencies and tax structures. customers from their own website. off ers and discounts to drive business during Th e soft ware is fully accessible on iPad, slower periods. Th e system can also generate freeing staff from the front desk and in addi- customisable, bar-coded gift certifi cates. www.spa-booker.com tion - from this month – it will be possible for SpaBooker supports retailing by monitor- Tel: +1 866 775 7774 SPA BUSINESS 1 2011 ©Cybertrek 2011 Read Spa Business online spabusiness.com / digital 73 SPA SOFTWARE PART 1 Reservation Assistant by TAC HARTBERG, AUSTRIA ISTOCK.COM/©YANIK CHAUVIN eservation Assistant by TAC is installed/online soft ware that co-ordi- nates functions such as reservations, R The Reservations Assistant billing, retailing and guest relationship/ membership management, including the gen- software runs on iPad to enable the sale of treatments on the move eration of SMS and email reminders. The software can handle bookings for all aspects of an operation from restaurant pricing to improve yield management while versity – off ers user-training, webinars and reservations to golf course bookings. In an interface with TAC Digital Signage ena- management coaching on a regular basis. addition, it can control employee schedul- bles operators to sell short-term treatments by Prices for training depend on the duration ing, inventory and webshop activity, voucher fl agging up last-minute availability and auto- and topic: the price for a 90 minutes webi- management and mobile loyalty cards. matically posting this to electronic boards to nar, for example, is €49. Reservation Assistant is accessible from attract passing customers’ attention. Customers include Hyatt Hotels, La iPad for bookings and payments, allowing Th e soft ware has more than 110 interfaces Mamounia, Grand Resort Bad Ragaz, Inter- staff to leave the reception area to sell treat- with external systems such as access control alpen-Hotel Tyrol, Th e Dolder Grand, Rocco ments on the move around the resort or spa. and hotel Property Management Systems. Forte and Radisson SAS Grand Hotel Victoria- Th e soft ware off ers management function- Reservation Assistant can be purchased, Jungfrau and Belle Mare Plage Mauritius. ality via a dashboard allowing operators to leased or procured as a Soft ware-as-a-Service Reservation Assistant soft ware is available keep track of key KPI: treatment room and solution. Remote access and multi-property in 18 diff erent languages, including Chinese, therapist utilisation, turnover, top-sell- options are also available. Turkish, Finnish and Russian. ing product- and guest origin-data can be Clients get 24/7 support by telephone, fax, viewed at a glance. Reservation Assistant email and Skype as part of the soft ware serv- also off ers more than 1,000 report options. ice and soft ware licence contract. TAC´s www.reservationassistant.com Th e soft ware supports variable dynamic training programme – called the RA Uni- Tel: +43 3332 6005 990 ook4Time is a bespoke web-based Th e soft ware can be paid for by traditional spa soft ware and management plat- Book4Time licence fee, or alternatively by transaction fee B form: the entire system is tailored to which replaces up-front investment with a clients’ business requirements and is cen- RICHMOND HILL, CANADA charge based on sales volume. Th e rate for tralised to give spas a real-time view of their busy spas can go as low as 0.25 per cent. entire operation via a dashboard. Book4Time has on-the-go SMS capabilities Th e soft ware can integrate with OPERA to keep track of late appointments and also to and Galaxy Property Management Systems generates email and SMS reminders. It has an in addition to any system that supports a email receipt option to increase opt-in rates Micros generic interface. It was specifi cally and social media integration. When it comes built for large multi-unit spa operations Book4Time has role-based security, which to training, the system has a live help section, such as Starwood Hotels & Resorts, Eliza- enables managers to give staff as much or as complete with training videos showing how beth Arden Red Door Spas, Bliss, Medifast, little access as required to perform their job. to utilise/perform various functions. Morgans Hotel Group and Cowshed. Th is also provides full-system audits to record Th e company also off ers both on-site and Book4time has a membership module who did what and password prompts where web-based training (which is included at no with various options, including monthly needed to ensure only managers can perform additional cost on all accounts) and gives membership, automated billing, multi-tier certain functions. Th e system also has staff 24/7 critical helpdesk support to clients from membership levels and pricing, automated scheduling and commission structures, as its corporate headquarters. discounting on both service and retail pur- well as hundreds of report options. Book4Time currently supports over 500 chases and the ability to sell minutes. Because the system is web-based it can be spa clients in 15 countries. Th e soft ware’s inventory allows enables accessed from any computer and an IP lock- spas to create worksheets, purchase orders, down enables operators to limit users’ access manage vendors, adjust physical counts, so they can only log onto the system from www.book4time.com receive orders and use barcode scanners. within a specifi c spa or hotel if needed. Tel: +1 905 707-0070 74 Read Spa Business online spabusiness.com / digital SPA BUSINESS 1 2011 ©Cybertrek 2011 "! # $ %& ResortSuite Provides Industry-Leading Software to Manage your Spa # # # # # ! PMS I SPA I F&B I CATERING I CLUB I GOLF I SKI I RETAIL I CONCIERGE I WEB Integrated Hospitality Management Software www.resortsuite.com SPA SOFTWARE PART 1 esortSuite is integrated hospitality intelligence with over 200 report options. management soft ware that runs all ResortSuite ResortSuite Connect enables email mar- R major operations in hotels and resorts, keting and SMS through integration with including room management, F&B, spa, golf, TORONTO, CANADA ExactTarget which supports targeted, auto- ski, retail and concierge services. Th e system mated communications. ExactTarget also enables online reservations and also integrates has social media forwarding, content control with Property Management Systems such as and social tracking to monitor results. OPERA. It’s built on an ORACLE database. Soft ware is US$10k-$25k per location with Th e soft ware can be used by single and annual support fees of 15-18 per cent/year. multi-location spa and resort businesses. Prices include 24/7 support via phone, email GuestSense™ technology creates a guest- and the system has a remote access option. and webchat and all soft ware upgrades. centric workfl ow so guest’s preferences can Yield management capabilities include Training is delivered on-site, remotely or by be aligned with resources such as room and dynamic pricing and availability restricted online video. Th e system can be set up in any therapist availability for faster bookings. by time/day and spa and hotel occupancy. language with user-defi ned translations. Th e soft ware works off a single, centralised Th e system does mobile inventory counts, guest profi le database with gift card manage- and shortage projections based on booked ment and reporting built in. An integrated services to ensure stocks don’t run low. www.resortsuite.com membership management module is available A dashboard gives access to real-time Tel: +1 416 259 0715 ntelliSpa is a worldwide business solu- receivable system, together with integra- tion provider for wellness, spa and IntelliSpa from tion to third-party fi nancial systems. I activity operators. It operates on stand- All bookings become part of a single cli- ard hardware with Microsoft ’s SQL Server. Intelligenz ent record and can be viewed before, during The software has a number of mod- Solutions™ and aft er a client visit or stay. ules, including online booking, integrated Th is complete history can include pref- nutrition and membership and fi tness man- BRIGHTON, UK erences, special requirements, purchases, agement. Its modular design means spas treatments, comments and a detailed his- only pay for the components they need, so tory of how payments were made. the system can be built up over time. Th e system can generate personalised gift Clients range from individual day spas optional bolt-on modules. The software vouchers and has a loyalty points system to to chains of more than 100 locations across has a fast booking option and gives ‘at a reward valued customers. A Customers diff erent time zones and include residen- glance’ details of every service, client, room Really Matter CRM system generates email tial retreats, resorts, hotel spas and fi tness and staff member to simplify the daily man- and SMS notifi cations. facilities. IntelliSpa integrates with hotel agement of resources. Property Management Systems and can Additional features include integrated also support the booking of activities, tours, point of sale and inventory management, www.intelligenzsolutions.com golf and restaurants where needed, through payment processing and a full accounts Tel: +44 7757 065 658 remier Spa management is installed dates a range of packages. All guest, member software which provides a wide Premier Spa and and visitor information, along with a history P range of management functionality of visits, preferences and buying habits, can for spa operations, from optimising the day- Premier Spa+ be stored to maximise CRM effi ciency. to-day scheduling of treatments and services, CANNOCK, UK Th e soft ware has built in SMS messaging to providing enhanced reporting and max- to enable operators to reach clients instantly imising business development. with confi rmations and reminders as well as Premier links to all major hotel Prop- promotions to fi ll late spaces. erty Management Systems in a number of Premier delivers training and support pro- ways, from a simple posting interface to full grammes both on- and off -site. Th e company two-way integration. Its design enables the systems can be tailored to suit operators’ spe- currently works with businesses from Russia management of multi-property businesses, cifi c requirements at the installation stage. to China and the US and has multi-lingual while customisation gives each site and head Th e soft ware has an inventory system with a and multi-currency settings. offi ce access to live data from all locations. complete Point of Sale off ering, stock control Th e price is tailored to the specifi c require- Premier’s yield management analysis tools and inventory management. It records individ- ments and size of the business. allow the manipulation of pricing and max- ual client purchases to help pinpoint up-selling imisation of treatment room occupancy to and repeat purchase opportunities. enable operators to assess the true profi tabil- Premier’s soft ware includes membership www.premiersoft ware.co.uk ity of a single treatment: yield management management functionality that accommo- Tel: +44 1543 466580 76 Read Spa Business online spabusiness.com / digital SPA BUSINESS 1 2011 ©Cybertrek 2011 $ % ! " ! # & # ! P% ( ) ) ##* +" ) ! !" # ! , - ) )+ .( R +P 7 5850.9 6 .\ $ !" # ""/# 0# &" + 01'" " 2 $%&!!!! '""())" *$%&!!!! '""()(" 0#' '' "3 # +$ \ - 5 65 " !" # Call Now for a Free Demonstration International: +1 866 775 7774 UK: +44 (0)20 7193 3780 Quiet Times? SpaBooker will help you out SpaBooker has been designed to do all the things you’ve come to expect, like handling appointments, managing clients and creating promotions. SpaBooker goes so much further by providing online booking and even Facebook & Twitter integration. Going that extra step is something we do because we continually innovate. SpaBooker is completely online: no installation, no need for expensive hardware, no hassle. ● Real Time Online Booking your clients will love the ability to book from their computer or smartphone ● SpaFinder listing and Instant Gift Certificates increasing revenue from the consumers’ #1 Spa resource ● Connect with Twitter and Facebook promoting your specials and last minute appointments will become easy and instant! ● All of this, plus point-of-sale, customer records www.spa-booker.com and more for a Low Flat Monthly Cost PRODUCT NEWS WE REVEAL THE LATEST SPA EQUIPMENT, PRODUCTS AND SERVICES For more information, or to contact any of these companies, visit www.spa-kit.net Bathe in 360˚ images in Glorious mud from Hungary Cloud-like relaxation from LivinGlobe’s Relaxation Dome has curative effects KLAFS’ latest spa innovation LivinGlobe is targeting spa operators Excavated from the Hungarian country- KLAFS has teamed up with Viennese artist with the advanced version of its Vidarium side and 100 per cent organic, hungary- sha to create Wolke 7 Cloud 9, a highly Relaxation Dome. Th e enclosed sphere mud off ers a unique mineral and thermal stylised, ergonomic recliner which swings features a padded seating (or lying) area composition and fi ne consistency. Th is gently to and fro to simulate a cloud-like and a seamless 360˚ projected video image new product can be used all over the body feeling. An upper cradle has a screen show- of tranquil scenes which can be relaxing, and mixed with essential oils. Certifi ed ing cloud images, while both of the cradles informative, magical or stimulating. Th e as curative by the country’s Ministry of also radiate a soft , calming light. Th e team size of the dome and the images can be Health, hungarymud is already used in have also created CloudSpace – a sensory completely customised. medical spas in Budapest. room to house the recliner. spa-kit.net keyword livinglobe spa-kit.net keyword hungarymud spa-kit.net keyword klafs Jane Iredale enters the Beautiful, intricate lighting Spa Ritual tells the TRUTH self-tan arena with latest line designs from Yahya with its new colour collection Mineral make-up company Jane Iredale Yahya worked as a martial arts instruc- Inspired by “truth in nature, in life, in has ventured into the tanning sector with tor and in nightclubs in London, before love and the truth within us”, the new its fi rst self-tan line called Tantasia. Its discovering his artistic talents while travel- TRUTH Collection by Spa Ritual debuted ingredients are designed to work with an ling. Now based in Marrakech, he custom- in February. Featuring six shades – a bold individual’s melanin so users can produce makes intricately designed lights, furniture pink berry, electric blue, sun-kissed yel- their own, unique tan. Th e product is said and decorative accessories using natural low, anjou pear green, luscious coral and to be streak-free, with an invigorating fra- materials such as metal, stone and wood. blushing pink – in rich, highly pigmented grance and no aft er smell. It also incorpo- His lights are a popular choice in spas, crème fi nishes, Spa Ritual nail lacquers rates wheat protein to hydrate the skin. including at La Maison Arabe (above). are also vegan-friendly. spa-kit.net keywords jane iredale spa-kit.net keyword yahya spa-kit.net keywords spa ritual SPA BUSINESS 1 2011 ©Cybertrek 2011 Read Spa Business online spabusiness.com / digital 79 PRODUCT NEWS WE REVEAL THE LATEST SPA EQUIPMENT, PRODUCTS AND SERVICES For more information, or to contact any of these companies, visit www.spa-kit.net Zenvi sound cushion rules Éminence vitamin supplements Creative Nail Design to reveal out background noise target acne, rosacea and ageing 12 new Shellac shades Treatments or relaxation times can be Organic skincare specialist Éminence has CND is to unveil 12 fashionable and clas- easily spoilt by background noise and unveiled a new line of vitamin supple- sic shades of its Shellac line this March disturbances. Th e Zenvi Sound Cushion ments and co-ordinating masques to treat – bringing the collection to 24 colours. by Earthlite provides a simple solution to acne, rosacea and ageing skin. Th e Vi- Shellac, launched in May 2010 is a hybrid this. Th e lightweight cushion – which has taSkin™ supplements employ a ‘pill within of nail polish and UV gel. It’s applied at a built-in speakers and is rechargeable – can a pill technology’, which is said to prevent salon/spa, is cured under a UV lamp and be connected to iPods, phones or other water migration and maintain stability of has a high gloss that lasts up to 14 days. MP3 players and fi ts on most face cradle the ingredients as they travel through the It’s 3-free (no formaldehyde, toulene or and headrest platforms. body to ensure optimum results. DBP) and can be removed safely. spa-kit.net keyword earthlite spa-kit.net keyword eminence spa-kit.net keywords creative nail design Precious unveiling for Sodashi introduces a soothing, Oakworks gets into beading Celestial’s gem stone range nourishing eye mask and chromatherapy Celestial Spa Authentic uses gem stones Sodashi has expanded its eye care line Th e Clodagh Leo massage table by Oak- in its two face and body skincare ranges, with a deeply nourishing Eye Mask to works has been modifi ed to incorporate a which include Comfort, featuring hydrat- reawaken skin around the eye area. Gotu nickle-plated bead curtain hanging down ing rhodochrostie extracts; and Clarity, kola (a medicinal herb) has been used to from the underside of the table and a with balancing malachite. Th ere are also improve circulation, while cistus hydrosol chromatherapy option that shines through three treatments – a scrub, a wrap and a has fi rming and tightening properties. Th e the curtain. A hidden shelf below the bed hot stone massage incorporating gem- mask is said to dramatically reduce the ap- also provides a discreet storage space. To stones, rather than basalt. Th e newest pearance of fi ne lines and strengthen the improve comfort, a full six inch Aero Ceol arrival is a hotel amenities line. delicate tissue around the eye. foam top is also available. spa-kit.net keyword celestial spa-kit.net keyword sodashi spa-kit.net keyword oakworks 80 Read Spa Business online spabusiness.com / digital SPA BUSINESS 1 2011 ©Cybertrek 2011 spa business directory showcasing products and services for the spa buyer To book, please contact the sales team Tel: +44 (0)1462 431385 Email: [email protected] STONE HEATERS EXERCISE EQUIPMENT LOCKING SOLUTIONS "#$" "# %"! % " #$"$ STOTT PILATES® is the world’s leading full- service pilates company providing premium quality equipment and instructor training across the globe. 0800 434 6110 www.pilatessolutions.co.uk www.caldera-products.com ® Registered trademark of Merrithew Corporation, used under license. STOTT PILATES photography © Merrithew Corporation. SAUNA LOCKERS / CHANGING ROOMS SPA PRODUCTS DALESAUNA ARE SUPPLIERS OF A WIDE RANGE OF HEAT EXPERIENCES, INCLUDING SAUNA, STEAM ROOMS, RASUL, SALT INHALATION ROOMS AND HAMMAM’S TEL +44 (0)1423 798630 WWW.DALESAUNA.CO.UK For a unique changing room experience Tel: 01480 405396 www.abaudiovisual.co.uk www.cqlockers.co.uk AUDIO VISUAL SOLUTIONS FITNESS EQUIPMENT SPA EQUIPMENT PRECOR INNOVATIVE & PROFITABLE: Precor, the world’s leading fi tness equipment supplier, offers a unique entertainment system, ClubCom. Tailor-made to your venue, ClubCom offers a superior guest experience and a secondary revenue stream. www.precor.co.uk www.clubcom.co.uk www.oakworks.com +1 800 616 4613 RESEARCH PHOTO:ISTOCK.COM/©SEAN LOCKE THE FINISHING TOUCH The study compared the results from Swedish massage to a lighter-touch treatment BODY OF EVIDENCE New scientific research shows that just one massage session can cause significant physiological changes KATIE BARNES » MANAGING EDITOR » SPA BUSINESS nyone involved with spas protocol, except that the masseuse used only single massage session can also have “fairly will, of course, know about a light touch with the back of the hand. profound acute affects on the immune sys- the benefits of massage. Before the massage, each subject was fit- tem” based on the fact that people in the And proof of such claims ted with an intravenous catheter in order Swedish massage group had significant is becoming increasingly to take blood samples. Samples were col- increased numbers of lymphocytes: white Aimportant if the industry is to be seen as lected five minutes and one minute before blood cells which play a large role in defend- offering more than just a pampering expe- the treatment began and one, five, 10, 15, 30 ing the body from disease. rience (see sb10/3 p20). Smaller studies on and 60 minutes afterwards. Another finding was that Swedish massage the health benefits of massage do already caused a notable decrease in cytokines – mol- exist, but research published last October* ecules which carry signals between cells in is believed to be the first systematic study It was not only stress the nervous system – produced by stimulated of a larger group of healthy adults which white blood cells. In particular, there was an focuses on the effects of massage. It revealed levels that were affected. absolute decrease in TH-2 cytokine levels, that even one massage can have real physical which are associated with allergic inflamma- benefits within an hour of treatment. The study also found that tion ailments including asthma. Therefore, a single massage session massage might be used as a “biological basis STUDY SET UP for reports that massage therapy mitigates The researchers based at Cedars-Sinai can have a acute affect the symptoms of asthma in children”. Medical Center in Los Angeles – who were on the immune system It was suggested that future research may sponsored by a division of US National benefit from a greater number of study par- Institutes of Health – focused on 53 men- ticipants, although it is believed that “these tally and physically healthy adults who were biological differences [from the effects of aged between 18 to 45 years old. MASSAGE BENEFITS massage] are likely to be real and replica- Twenty-nine participants received a According to the results, people in the Swedish ble in a larger sample size”. ● 45-minute Swedish massage incorporating eff- massage group experienced a large decrease in *Hyman Rapaport M et al. A Prelimi- leurage, petrissage, kneading, tapotement and arginine vasopressin, a hormone that is under- nary Study on the Effects of a Single Session thumb-friction techniques. The massage was stood to increase the stress hormone cortisol. of Swedish Massage on Hypothalamic-Pi- administered in prone and supine positions In addition, Swedish massage also caused a tuitary-Adrenal and Immune Function in and used non-aromatic massage oils. The small decrease in actual cortisol levels. Normal Individuals. Journal of Alternative other 24 subjects received a 45-minute mas- It was not only stress levels that were and Complementary Medicine. Vol 16, No sage by the same therapist with an identical affected, however. The study found that a 10, p1079-1088. Oct 2010. 82 Read Spa Business online spabusiness.com / digital SPA BUSINESS 1 2011 ©Cybertrek 2011 #BMJ *OEPOFTJBt.BZ At the Global Spa Summit 2011 Top executives and industry leaders will discuss: Engage the Change The Customer. The Money. The Future. Learn more at www.globalspasummit.org © OAKWORKS, Inc. 2011