The trends and research shows that we are in the midst of a shift and it is up to each and every one working in the industry to embrace the shift and develop your spa, or to stand still and watch others pass you by..! The design process is a combination of art, science and accidental discovery. The starting point of the design process is vision. Culturally Connected The Bottom Line: The spa industries future is bright if we want it to be!
A SPA Introduction CONSUMERS ARE TAKING MORE RESPONSIBILITY FOR THEIR WELL-BEING AND LOOKING FOR BRANDS THAT MAKE PURSUING WELL-BEING EASIER BECAUSE IT S HARD Historic & Current Based on capture rates, RevPOR and overall trends, Hotel/ Resort guests seek Wellness along the journey but not as the purpose of the trip or in pre-planning phases Historic capture rates are considered low at 4-8% Present & Future A new health conscious guest is emerging who is significantly more likely than older generations to use alternative healthcare and wellness options however they want health & Wellness related products that are hip, cool, trendy and accessible. In addition to growing environmental concerns, today s consumers are also suffering from the mounting pressures of our modern society: increasingly hectic schedules; a lack of true leisure time; the pressures of being in constant contact with the office, family, and friends by email, mobile phone, or PDA (even while on vacation); a constant barrage of information and external stimulation through multiple media Wellness is a mindset and a lifestyle intended to increase wellbeing in a positive way. Whether as a personal choice by an individual or an organized program offered for the benefit of others, wellness describes initiatives that promote improved human functioning. Wellness in this positive sense, looks beyond non-illness/absence of disease.
Current State of the SPA Industry More and more spas are adding wellness to its name calling it spa & wellness Will the spa industry be leaders and bring in beauty, fitness, nutrition etc. into spas or is any of the other fields going to lead the way and take market shares of the spa industry?
The Business of Wellness Wellness is: The state of being well or in good health. A spa is : A location.. Wellness is an opportunity to reshape the perception of spa. Many in the spa industry see wellness as an opportunity for spa to re-shape its image, to regroup after the global recession, and to move away from the perception of spa as merely a provider of luxurious pampering and beauty services for the wealthy. Spas are already providing wellness, even if they don t recognize it or claim it. Much like the word spa, the word wellness has seen increasing usage, especially for marketing and advertising purposes, without regard for its deeper meaning Industry and consumers tend to define wellness in similar ways, and both groups relate the following words and phrases most closely with wellness: quality of life, physical fitness, happiness, balance, relaxation, emotional balance, stress reduction and spa. When asked what activities they do when looking to enhance or improve their wellness, consumers most frequently mentioned exercise and eating better, followed by visiting a spa. consumer respondents said they would be much more likely to visit a spa if they learned that a series of research studies demonstrated that spa treatments deliver measurable health benefits.
SPA & Wellness Evolution SPA Evolution Back in the early-2000s a frenzy of hotel spa investment fuelled the creation of ever bigger, ever bolder facilities that promised incremental rates for hotels and soaring real estate returns for developers. Loose discussions took place about spa returns on investment, but in the absence of industry benchmarks and in a booming economy, such projects often lacked the financial discipline that might have been required for a standalone business. This all changed, of course, with the economic downturn, as the hotel industry and its investors were forced to get serious about spa finances with competition for maximum profits. While this led to many well conceived ventures, last-minute value engineering all too often resulted in the creation of small, basic, unimaginative amenity spas. While developers of new full-service hotels built a spa without hesitation, owners of existing hotels lacking this amenity have felt compelled to add spa facilities to their properties, Corporate & Worksite Wellness In so many ways, the corporate sponsorship of wellness was a good thing. Unfortunately, the adoption process did not turn out so well for wellness. Those who learned about wellness and its possibilities before the concept fell under the control of the business world believed it would usher in a healthier society and far healthier individuals. That did not and could not happen, given the nature of worksite wellness. Corporate wellness was dumbed down from the beginning, interpreted and shaped as yet another form of medical intervention. The focus was on finding ways to guide workers to live so as to reduce their likelihood of getting sick less. Nothing wrong with that, except of course that it was not wellness and should not have been billed as such. a preventive and treatment model of wellness was seen to be in the best interests of companies. Corporate executives did not embrace the elements of wellness that were positive or life-enriching.
Industries Perception
Consumers Perception
Where will the future take us?
The Questions we must face? 1. Are we financially relevant within the hotel industry based on our ROI/overall contribution? 2. Without industry benchmarking (KPIs, or Key Performance Indicators), will we ever be able to intelligently discuss performance with hotel leaders who do not understand our business? As well as drive them forward. 3. How can we grow our business? It seems that capture has been stagnant for some time 4. Are we taking any risks? Are we in danger of being one, homogeneous industry with little differentiation between brands, programs and design? 5. Is wellness the answer? Everyone (owners/investors/brands) wants it, but no one knows what it is exactly or how it might make a business case. Are we sure hotel guests want it in the hotel environment? 6. Do we have the spa business leaders in our spas that we need to take the industry to the next level? Do we have the talent in providers available as the industry grows? 7. With industry growth and increased Points of Entry with consumers exposed to spa and wellness virtually everywhere they go are we over exposed? Will our industry flourish in the right direction and continue to build Trust? 8. Will Wellness Tourism have a major impact for Hotel SPAs? 9. Will growth in the region flood the market and lead to downward business trends and results? 10. Will regional benchmarking help or hinder overall a clear financial picture may reduce investor interest, see scaled back facilities or reduced projects?
A SPA is a place of Business! SPA Functions to be leveraged Increase asset value Operate as a key Profit center Enhance hotels positioning Drive room nights UAE Pride of ownership prestige 3 Big Weaknesses = 3 Great Opportunities 1. KPIs: K = Key Relates to a focused approach that can cumulatively make a difference 2. What will you do about the Performance Indicators? What Business tools will you employ 3. Clear brand philosophy/ concept embedded and alive across touch points. The Business of SPA - The BIG 2 1. Drive Total treatments = top line revenue. 2. Increase capture - True capture not foot fall. KPIs & Benchmarking - Leveraging the above By tracking key spa data and analyzing the key indicators, spas are better able to react to, or even plan for, changes in local market conditions. Retail percentage RevPOR RevPATH Average Rate Deeper Analysis recommended Rev per sq. foot EBITDA/ Net Profit 5 year business plan/ financial forecast
OPPORTUNITIES FOR SPAS IN THE WELLNESS INDUSTRY Wellness is an opportunity to reshape the perception of spa Many in the spa industry see wellness as an opportunity for spa to re-shape its image, to regroup after the global recession, and to move away from the perception of spa as merely a provider of luxurious pampering and beauty services for the wealthy. This thought bears special attraction in today s economy, when many consumers have less disposable income to spend on luxury or non-essential products and services, and those who still do are reluctant to consume conspicuously. Increased consolidation and specialization in the wellness industry. Promote ongoing conversations on wellness in the spa industry, as well as other wellness sectors Educate spa management on wellness concepts and business savvy Teach spa therapists to understand and promote wellness Connect with wellness-related public sector organizations to leverage their resources Support new industry research to raise awareness of /attract investment Facilitate and publicize evidence-based/scientific research on wellness approaches collaborate with the beauty and anti-aging on events and animation events will provide the forum to bring in leading thinkers and organizations in the wellness movement *Establish strong benchmarks and metrics to report and track the financial performance of spa * Increased Points of Entry The fact that consumers are exposed to spa and wellness virtually everywhere they go from airports to hotels to main street means that brands are able to connect with them in more ways than ever before. It also will result in them being more receptive to wellness approaches Building Trust Giving consumers real evidence to support the benefits of wellness will go a much longer way to convince them of its importance than any jargon could. (A good resource for this type of information is the recently launched www.wellnessevidence.com.) Real people and real results are your best sales tools, not data points and corporate messaging.