According to the recently released report, "The Global Spa Economy 2007,"* the international spa economy is estimated to be worth a staggering $255 billion per year, $46.8 billion of which are directly related to spa services and operations. Suffice to say, the spa industry has grown tremendously in the past several years as demand throughout the world continues to increase. As developers, owners and hoteliers look beyond their own borders in which to invest and operate, it becomes increasingly important to understand the various markets and their implications on specific spa operations. Whether you are making a forray into new markets, or simply trying to market your existing location to a more international audience, the complexities, sensitivities and expectations for spa around the world will vary considerably, and proper attention should be paid to the nuances in order to ensure success.

Cultural Considerations

While there exist general rules of thumb about all regions and cultures, it is wise to first embark on a markets research and feasibility study to gain a clearer understanding of what "spa" means to your new audiences. Such a study should include a segment on guest research and expectations, thereby guiding you more specifically on a number of ...