EMBRACING THE WELLNESS REVOLUTION delivering wellness through the spa business Samantha Foster Destination Spa Management Ltd 6 th March, 2014.
OVERVIEW Do you need it? What is it? WELLNE SS How do you implement it?
WHAT IS WELLNESS? definition wellness model implications for spa
WHAT IS WELLNESS? World Health Organisation s definition of health as its guide: (Wellness) is a state of complete physical, mental and social wellbeing and not merely the absence of disease or infirmity. Preamble from Constitution of the W.H.O., 1948
WELLNESS MODEL Wellness is more than mind, body & spirit Destination Spa Management Limited, 2014.
WELLNESS MODEL Wellness is more than mind, body & spirit how can this be delivered through spa? Destination Spa Management Limited, 2014.
WELLNESS IN THE SPA Spas already deliver wellness. It is not either / or. Any services that contribute to physical, mental and emotional health contribute to wellness. a relaxing massage a pampering facial It is just the extent, and the seriousness that differs.
WELLNESS IN THE SPA Including any or all of: Spa Beauty Fitness Mind Therapies Nutrition Holistic Health Medical Services plus Education Motivation, Coaching Social Engagement, Classes Creative Expression Wellness Design Sustainability Initiatives Social Contribution
the overwhelming trend is toward WELLNESS
KEY DRIVERS WELLNESS Aging populations Fast-growing populations High stress lifestyles Rising chronic disease 60% of all preventable deaths Rising medical costs Unsustainable medical systems prevention is cheaper than cure Awareness of need for self-responsibility Social responsibility - wellness for people and planet Improved access to information Improved technology better results, more affordable
KEY DRIVERS WELLNESS FOOD AIR WATER HOME BODY acidic diets plastic packaging cookware food additives pesticides, herbicides fertilisers hormones heavy metals (seafood) industrial pollution auto exhaust, jet fuel electromagnetic radiation industrial pollution chlorine & fluoride volatile organic compounds (through skin) hormones metals (copper, lead, rust) PVC pipes acidic ph construction materials furnishings, finishes & fabrics clothing cosmetics household chemicals baby s toys appliances electronics anything paper or plastic metabolic byproduct smoking synthetic hormones & supplements medications dental amalgam
IS WELLNESS RIGHT FOR YOUR SPA BUSINESS? factors for consideration
FACTORS FOR CONSIDERATION Owner s Objectives Resources Spa Concept Is Wellness right for you? PEST Factors Spa Type Target Market
OWNER S OBJECTIVES & VISION Wellness requires investment and commitment Long term view What are your owner s objectives for the spa? If short-term profit maximisation Wellness = none, limited or heavily standardised
SPA CONCEPT Is your spa concept consistent with a Wellness philosophy? Most spas yes in principle: mind, body, spirit but is it credible? possibly why hotel spas struggle when they try to do serious wellness services (?)
SPA TYPE DAY SPA SP A URBAN HOTEL SPA SP A HOTEL SPA RESORT SPA RESO RT DESTINATION SPA RESORT SPA no reference environment can easily be a wellness spa if 100% positioned that way guests want relaxation, health & beauty maintenance wellness = health club ; fitness, spa Traditional Therapies Wellness packages have some traction Wellness weeks More extensive holistic services 100% dedicated to wellness spa & beauty salon specialised fitness physiotherapy holistic health medical, surgical healthy eating
TARGET MARKET Do they want Wellness? Not everyone does! Do they understand what it is? Do they believe in it? skeptics re CAM therapies To what extent are they comfortable to go? colonics metaphysical therapies
P.E.S.T. FACTORS Are the services you want to offer? available legal culturally acceptable affordable sustainable e.g.: stem cells => fat transfer
RESOURCES Do you have the required resources? Are they available to you, or can you create them? Can you afford to implement it properly? Facilities, eg: watsu Equipment, eg: diagnostics Staffing - specialist therapists Training professional, certified
HOW TO IMPLEMENT WELLNESS?
ULTIMATE WELLNESS DESTINATION SPA a resort whose SOLE PURPOSE is to provide guests with lifestyle improvement and health enhancement. Lifestyle improvements are achieved through professionally administered spa services, physical fitness, health and medical services, educational programming and on-site accommodations. Healthy cuisine is served exclusively. may also be referred to as a health resort, wellness resort or integrated wellness property
DESTINATION SPA ESSENTIALS Spa Services Physical Activities (Fitness) Lifestyle improvement and health enhancement Holistic Health & Medical Services Accommodation Healthy Cuisine - exclusively Educational Programmes
DESTINATION SPA DIFFERENTIATION Emphasize a particular pillar of Wellness. E.g.: SHA emphasizes NUTRITION and a particular dietary protocol. Simple, with emphasise on SPIRITUAL HEALING or MEDITATION. eg: Kamalaya, Samui Position on LUXURY services. eg: Chiva-Som, Thailand May have more MEDICAL orientation. E.g.: Palace Romano for detox 2/3 STAR offering basic facilities and one size fits all programmes based around detox, weight loss and/or fitness While each has it s own USP, the other components are always present it is the combined effect that achieves results
DESTINATION SPA PACKAGES Guests want to a relaxing holiday while achieving a wellness goal Sold as all-inclusive package. Detox Fat loss and body toning Anti-Aging Fitness Stress Management & Burnout Prevention Physical Renewal (pain, chronic disease) Emotional Repair (grief, depression) Sleep Enhancement
DESTINATION SPA REQUIREMENTS A destination spa property needs to: be located in a place of natural beauty offer comprehensive range of facilities & services to meet guests needs include interesting educational programmes engage qualified staff who can inspire confidence, motivate and support change offer retreats / programmes that deliver results
A TYPICAL STAY 3-28 days stay Wellness Assessment on arrival to identify needs and personalise guests program Daily therapeutic massage Daily activity programme, private or group classes 3 healthy (organic) meals per day Extensive relaxation (pools, leisure, thermal areas) Specialist personalized treatments (physiotherapy, holistic, spa, fitness, medi spa) Limited access to smoking, alcohol and technology Educational classes
DESTINATION SPA KEY SUCCESS FACTORS Passionate owner Location and ambience tranquil, private, easily accessible Programmes all bookings are retreats, not room nights Entire facility is dedicated to wellness F&B, activities, entertainment Staff are highly skilled, personable and long-term Tools and systems support guest programmes, delivering the right experience to the right guest Marketing is targeted to the wellness consumer Property takes sustainability / CSR seriously
HOTEL & RESORT SPAS Service options limited by: short exposure to the guest positioning of the hotel guest profile opportunity for locals guests seek experiences that enhance the holiday experience.
HOTEL & RESORT SPAS Wellness services could include: thermal areas indigenous, natural, exotic spa treatments holistic health rather than medical, eg: reflexology, aromatherapy, yoga. once-off experiences that are safe manual therapies: less equipment specialist practitioners as visiting staff Wellness Weeks to fill seasonal lows Caution: don t introducing treatments without sufficient expertise, eg: Ayurveda.
DAY SPA (and hotels with day market) Extent of Wellness depends on: spa s concept and market positioning space limitations specialist expertise required budget guest profile locals looking for health & beauty maintenance
DAY SPA (and hotels with day market) Wellness services could include: therapies that require a series of treatments ongoing wellness program with coaching remote monitoring / personal technology register of specialist practitioners available by appointment alliances with complementary wellness businesses retail classes and workshops
SUMMARY All spas offer Wellness if they promote mental, physical and emotional benefits in the guest. Serious Wellness requires specialist facilities & expertise. Requires commitment and long term focus. Many options and ways to apply great flexibility Extent of wellness is up to you!
Thank You! Samantha Foster sam.foster@dsmgurus.com 33