Ms. Segerberg

Spas, Health & Fitness

The Loaded Question: 'What is a Spa?'

By Jane Segerberg, Founder & President, Segerberg Spa Consulting, LLC

Haven't spas been around long enough that we know what they are? Why is it important to answer the question? And, even more emphatically, "Why do we care what a spa is"? The understanding can help properties develop, renovate or evaluate their spas or spa plans to produce a more successful spa business.

The past eighteen months have certainly had the hospitality industry scrambling, and at the same time; scrutinizing, evaluating and reflecting on what is valued by our guests. A spa and a hotel that can work well together are instrumental in helping guests feel that they just had "the best vacation of a lifetime". (Don't stop here - this just tells what a spa can do, not what it is)

More than ever before, we want and need to 'get it right' for our customers. There is no opportunity for smoke and mirrors or glamour and glam to woo our customers into overlooking the quality of the product they are buying and if it delivers on the promise or 'does the job' as promoted or expected.

Giving our guests what they want has been an old adage in the hospitality industry that has recently become paramount to maintaining or achieving a fiscally sound operation. So, why do we care to understand "What is a spa?" As we look ahead to better economic and travel forecasts and the goal of capturing a loyal market, we know it is time to evaluate what we have and to improve, expand, refresh or add to the current amenities in order to be at the forefront of the next burst of the economy.

Wise investments are made with a complete understanding of the product. Spat that deliver on the promise also deliver a healthy bottom line. To ensure the delivery, we have to understand the product and promise.

Is a spa a building? An experience? A special treatment program? A place? Spas can be and are multi-faceted, yet individual. The trick in leading a compelling renovation, evaluation, expansion or new build is in the understanding of the end result and then ensuring that it delivers.

Spas are in a continual state of re-definition on many levels, but the core remains: spas help our guests achieve a sense of better well-being. Turn to any book on "spa" and you will find a plethora of advice and definitions about spas. So, is it a building? A unique design? The program offered? The experience? Let's add 'results' to the equation.

During my eight years of International Spa Association board tenure withthree of those years as Board Chairman, there wasn't a meeting that went by without visiting the definition of a spa conundrum. Knowing that as leaders of a professional spa association, we should define spas, we set about the challenge with vigor. Still to this day, with my active involvement in the ISPA Board's annual strategic thinking and planning exercises, I can report that we still are evolving the definition! As the voice and influencer of the spa industry and global spa awareness, ISPA first defined spa as the experience: "Your time to Relax, Reflect and Rejoice". The key element of 'time' spent in an activity or space that allows one to relax and therefore find joy in getting in touch with themselves is still today, the ultimate result of the experience. The second step in the Spa Definition journey was to define a 'spa' for the purposes of surveying the size scope and benchmarks of the spa industry as well as spa-goers' habits and likes. For that purpose, ISPA defines a spa as: "A place of business that enhances the overall well-being of a person through a variety of professional spa services that encourage the renewal of mind, body and spirit. With few exceptions, to be qualified as a spa, businesses must offer at least two of the following three services: Massage, Skin Care Treatments or Body Treatments." This definition allowed ISPA to capture comparative data.

Finally, we realized that we needed to include an all encompassing global definition that resonates with global spa consumers and professionals. The definition allows for many interpretations and is: "Spas are entities devoted to enhancing overall well-being through a variety of professional services that encourage the renewal of mind, body and spirit." To further complicate the spa definition query, spas globally have historically and culturally defined themselves by their treatment program based on custom and culture whether it be Turkish Hammams, Thalossotherapy, Alpine Thermal baths or Asian Traditions. It is no surprise that during speaking engagements, I am so frequently asked "Is my spa a spa?" During one of my speaking engagements in the Ukraine, I was toured through many spas with the end resulting questions - "Is my property a 'spa'"?

To define 'spa' for the purpose of being successful, the expected outcome of a visit offers the solution. Spas offer relaxation and renewed well-being. The spa environment, design and program should put the guest at ease and support opportunities to relax, feel cared for and induce peaceful, yet inspiring moments to get in touch with themselves as well as loved ones. In short, spas are dedicated to comfort. (And, what could be better for your resort/hotel guests?) A spa that meets the above criteria is an attraction for guests to combine the spa opportunity with their travel and leisure opportunity to have "The best vacation, ever".

Architects and designers don't hesitate to offer their own interpretation of spa. Sometimes the interpretation of discriminating designers is monumental. Sometimes it is a monument to their design expertise. A word of caution here - - a monument can become a mausoleum. All spa evaluation, renovation and design should be conducted toward the purpose of comfort and the support of putting guests at ease. The investment should be dedicated to ensuring that the spa experience, environment, building and program together offer comfort and support for relaxation and enjoyment that opens the door to getting in touch with one's self and others.

How do we evaluate current buildings, operations, plans or future plans? Obviously, we need to ensure that the spa does or will 'get the job done' and at the same time be highly impactful. Keeping the core outcome in mind is helpful since each spa interpretation is different and each property is different. The pieces or parts of design that were fabulous in one property may not work the same in another. The number or types of staff that worked in one property may not work in another. Spa planning and evaluation has one singular purpose - work to the goals of the individual spa.

Each spa is unique, yet not unique in the sense of differentiation in the marketplace, but unique in the sense of different goals and intention for the property and also different footprints. This uniqueness drives the scheme and capabilities of the spa.

Assembling a team with expertise and experience is an investment in the success fo the property's ultimate investment. Solid experience in spa design and spa operations ensures an outcome that delivers. Success cannot be gained by cloning or copying from other properties, whether it is a specialty treatment, spectacular whirlpool or any other impressive feature. It takes a team that includes a keen eye for spa operational program, flow and detail; creative design and a dedication to the objective of the property.

Renovation plans should be beyond 'paint and drapes'. Experience has taught that there are solutions that improve spa spaces and at the same time remove obstacles to guest enjoyment while increasing profit. Spa planning experience teaches us that there are also many solutions to each spa footprint and they are always unique to each property. What worked in designing one spa usually won't work effectively in another. Adding all the spa features that were seen in one spa may dilute the spa focus and goal in another or may end up as a grouping of crowded and uncomfortable spaces in another. Keeping a watch dog alert over how guest comfort and ease is affected overall by each change in the plans is a constant and major effort during design development.

In conclusion, smart spa renovations, design and evaluations take the guest's ultimate experience outcome in mind by supporting the opportunity to relax and be at ease, to feel better and be in touch with themselves and loved ones. In short, guest's visit to your property and spa results in "The best vacation, ever". What can get better than that?

Jane Segerberg is founder and president of Segerberg Spa Consulting, LLC., a multi-faceted spa consulting and management company with an industry reputation for creating spas that work –they are compelling for the property’s market, attain recognition, engage guests in memorable experiences and achieve bottom line success. Over Jane’s thirty-year history in the wellness, hospitality and spa industry, she has become recognized for providing outstanding service and keen attention to detail. For company information please view http://www.segerbergspa.com. Ms. Segerberg can be contacted at 912-222-1518 or janesegerberg@yahoo.com Extended Bio...

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