Ms. Setzermann

Spas, Health & Fitness

Trust in Local: Creating Spa Experiences for Local Consumers and for the Wellness Tourist

By Kimberly Setzermann, Co-Founder, Pure Strategic Solutions

Let's be honest, trying out a spa for the first time can potentially turn into an extremely awkward experience. The average day spa consumer may have a clear plan for how long they would like their treatment, how much they want to spend, and a general idea of the type of treatment they would like to receive. However, unless this person would title himself/herself as an experienced spa user, complicated spa menus involving foreign sounding treatments can create more anxiety than intrigue.

As consumers become increasingly more interested in the origin of their products, the spa industry can benefit from this movement by simplifying their menu of treatments with the usage of local ingredients, simultaneously decreasing the cost of product supply and therapist training costs for products and services that must be sourced or learned offshore. This may create a ripple effect, attracting the wellness tourism market to the authentic usage of unique treatments and products from the region.

I now ask the reader, which home remedy do you use when your stress level causes a searing headache that ripples down into the muscles of your shoulders and back, creating complete tension in the body? Are there certain foods that you consume or teas that you drink to restore balance to your body? Do you take a bath infused with certain salts or herbs to relax? Is there a lotion you often choose at the end of a long day that has a scent that never fails to allow you to unwind?

A recent conversation with a friend from Nigeria reminded me of the way many people embrace local and customary wellness treatments they received in the past, as they fully believe in them. My friend spoke of the salves and creams her grandmother would rub across her heated forehead and swollen temples when she had a headache. When I inquired as to which ingredients could be found in this home remedy, she listed off a few ingredients that could only be found in the bark and roots of the indigenous flora near her hometown. This point quickly led to an enriching conversation on the things she considers to be normal treatment that contain recipes learned from her ailing grandmother.

A conversation with a Swiss friend whom is a frequent user of spa led me to the question of which ingredient she uses to promote health in her body. Her response was fennel, a perennial herb commonly sourced in the Mediterranean regions and used in Switzerland that produces seeds proven to relax the digestive system and decrease bloating. She uses this in the form of a tea, which she has consumed before bed for years to induce relaxation.

In southern Germany, a clear bottle with fresh yellow Calendula blossoms soaking in alcohol or oil can be found on the porch of many Bavarian homes to create a tincture commonly used for soothing irritated skin or treating acne. This home remedy is known to be extremely useful and a staple item found in the medicine cabinets of both the younger and older generations.

Many cultures around the world have believed that certain foods sourced from their local area bring exceptional health and well being to the consumer. In Japan, certain types of seaweed, mushrooms, and teas are used to stabilize the body, while foods containing dairy and sugar are to be avoided. On the contrary, it is traditionally believed in India that “ghee” (clarified butter) and different forms of milk will bring strength and power to most consumers.

The perception of an establishment as being local is equally as important to the market today as the actual product sold. US consumers are currently exercising their post-recession buying power on locally produced products and now US businesses are moving quickly to keep up. News that Starbucks (SBUX) has actually begun un-branding a few of their stores and giving them the facade of a neighborhood coffee shop to test if the new "local" image is more successful than a global brand. These "stealth" shops are said to include an emphasis on community development activities, while showcasing local bands and artists on a regular basis.

Krista Kiley, founder of the spa consulting company, Skinrichment , likened the international popularity and acceptance of Slow Food , a grassroots movement that combines a respect for food with a commitment to community and the environment, to creating a platform for consumers to feel confident requesting to know the origin of the ingredients in both their food and their wellness products. In turn, this delivers a feeling of comfort for the consumer when something local is utilized and a neighboring business is supported, potentially inspiring new wellness concepts to emerge following the ideals of the Slow Food movement.

The cosmetic industry has shown that they, too, are not immune to a consumer tendency for natural, locally produced products. A report from Kline and Company cites that the markets of the US, Europe, Brazil, and Asia have unanimously shown a post-recession increase in the natural personal care market as opposed to the overall personal care market. The natural personal care market utilizes several attractive factors such as the incorporation of locally sourced ingredients, leading to an increased consumer awareness of the benefits of the product.

The latest concepts in spa are now capitalizing on the local market’s understanding of nutritional eating and home remedies to create a story that comforts the local consumer and intrigues the visiting guest. A perfect example of a spa utilizing the local products in their treatments comes in the form of Vinotherapy , a beauty therapy process in which the residues of wine are rubbed into the skin for exfoliation, said to help reduce the problems associated with ageing. This therapy is mostly performed in close proximity to frequently visited vineyards creating a truly holistic wine tasting experience for guests.

Imagine an enthusiastic wellness tourist traveling to a resort in the Caribbean to breathe in the healing salty air and receive a few spa treatments utilizing the traditional mud, clay, and nut creams from the region, only to realize that the spa offers a menu including reflexology, acupuncture, and Thai massage, with Tai Chi classes in the mornings. The opportunity for the local culture to be expressed through the spa has therefore been lost.

To avoid the above situation, which essentially creates confusion for both the guest and for the employees administering the foreign treatments, the following questions may help a spa owner/operator or product designer to capitalize on the trend, “Trust in Local”:

• Can your staff sincerely explain the benefits of your wellness concept?
• Do first time guests need to be educated on how to select a treatment from your menu or is it intuitive?
• What key herbs, minerals, and foods are considered important for health in your local market? Can they be found in your product line?
• Which part of your concept would a wellness tourist consider to be authentically unique to the region?

In conclusion, spa concepts may find it beneficial to take into consideration the consumption habits of the local market and consider creating products and services that reflect the region. In turn, this will create a need to utilize locally sourced ingredients for a complete new product or perhaps only to reformulate and add to an existing recipe. This move may actually create simplicity for the establishment, resulting in a deeper understanding by the staff and a comfortable trust from the local market, while developing into a concept that is authentic and unique to the region…and extremely desirable for the wellness tourism market.

Kimberly Setzermann is the co-founder of Pure Strategic Solutions, a fresh and young hospitality consulting company with a focus on creating profit driven innovations in Spa and F&B concept development. By utilizing her education in global wellness practices, each project strives to integrate a local culture’s authentic indigenous beliefs in medicine into more common and universally accepted products and therapies. Ms. Setzerman is currently based in Africa, devising the expansion of rooms and the implementation of spa facilities for an upscale safari lodge in Arusha, Tanzania, while simultaneously streamlining lodge operations by holding the joint position as General Manager. Ms. Setzermann can be contacted at kimberly.setzermann@gmail.com Extended Bio...

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