Maximising spa revenues in challenging economic times
Despite growth in the wellness sector and a number of new spas opening in the region, 2016 looks like a cautious year for the spa industry. Soraya Jouzy, business development director of Pearl Tree reports
During the second SPATEC Middle East which took place at the Westin Mina Seyahi in Dubai, spa directors from the region and key suppliers came together to take part in face-to-face meetings and a number of networking events across two days. With wellness as the key focus, many stories were shared on how the ME region is embracing this trend under challenging economic circumstances.
To kick off the event Anni Hood, founder of Wellness Business Consultancy and K.I.S. Lifestyle, gave a keynote speech sharing insight on the wellness industry in the GCC. Hood, stressed that there is a need to develop a sustainable model for the wellness business. She cited industry figures from the monthly GWI Wellness Economic Barometer report by economist Thierry Malleret (who reports for the Global Wellness Institute), “Persistent global financial weakness is becoming the norm, tourism is down by 34 percent in the GCC region and the nature of investment is unstable – with investors being smart customers they want to see a quick return in their investment,” said Hood.
Spa owners and decision makers will have to work harder and smarter to generate the same revenues. Here are four examples showcasing how spa leaders are innovating to stay ahead.
a r n n he e n n rn h are nn a n a e e an a e re en e in the GCC?
We are investing in new technologies to differentiate the spa and offer unique experiences. For example we offer hydro facials (first in Riyadh) and are introducing a diagnostic machine for the face to help showcase benefits of treatments and provide a personalised service. We are also introducing technology into traditional treatments such as Morrocan Hammam, through the use of an innovative waterbed system (Lumi) adding a unique touch to the guest journey and have also developed an Oxygen room which is air infused with aromatherapy oils which helps speed up recovery after a workout.
hat are rrent re en in t r i ter properties?
To offer enhancement options on the menu to allow guests to experience a wider range of treatments without the necessity of having to pay for a whole treatment. Enhancements are also a great way for "time poor" guests to combine multiple treatments during the limited time they might have with us as they can usually be added to a treatment. We are also raising spa awareness by placing our spa menus in the guestrooms and selling spa and fitness memberships to create a base of loyal and repeated guests.
re o r ests oo in or an thin spe i in o r siness hote spa?
Business travellers are mainly looking at sticking to a workout routine that's why we offer a 24-hour gym and gym gear for purchase as well as loan out gym accessories which can be delivered to the room upon request such as yoga mats, Swiss balls, jumping ropes and cardio machines.
What demands and trends do see o omin p in o r mar et and in the GCC?
I anticipate increasing demand for chemical free spa products that still deliver results due to the increasing awareness amongst consumers. There will be a boom in the female spas sector as several five-star hotels have started to offer ladies’ spas. Traditional treatments linking to a sense of place are coming back such as the traditional Morrocan Hammam and Oriental inspired brands, ancient hair removal techniques (sugaring) and henna art.
There is a need to become a sustainable model for the wellness business