Rising Spa Sector Calls for Change

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. October 14, 2008

MARCH 16, 2006. Growing at up to 20 percent a year the spa sector is now one of the fastest emerging sectors in the leisure travel market. This booming industry is leading to a diversity of treatments and the rise of new sectors such as medical spas and male treatments.

With recent changes in lifestyle, people are becoming more conscious about looks, diet and health. They are also more willing to pay for this on vacation - and resorts have realised this trend. "Spas put 'heads in beds' for hotels. They also create a buzz about the property," says Lynne Walker McNees, president of the International Spa Association (ISPA).

"There has seen a surge in spa-goers looking for healthy aging treatments and products that deliver results. In this era of self-preservation, spas have gained a new aura of respectability."

Back in 1970, Susan Harmsworth designed her first spa in Toronto. Since then her company ESPA, has built 400 of them in some of the world's top hotels -- many of the spas capture 30 percent of hotel guests with their treatments.

"Consumer expectations are getting higher. Now the biggest problem is the consistent delivery of standards," she explains. "The spa industry will go the same way as hotels -- there will be too many of them and they will need more regulation."

With booming investment in the sector more spas have invested in high-tech facilities to differentiate themselves. Yet there is a growing concern in the industry that there are not enough adequately trained therapists and spa personnel to meet demand.

Destination spas looks set to become the new hot trend in the next decade with resorts offering a range of services focused on nutrition, exercise and lifestyle. Yet it is still the specific treatments and personal approach that is likely to win customers.

"Spa guests are asking more questions about product benefits and ingredients, as well as therapists' qualification. It is critical that spa owners, directors and managers educate their guests on these matters," says McNees.

Breaking Travel News spoke to leading spa resorts across the globe to find out the latest trends and developments.

Asian spas go global

The Angsana Spa under the Banyan Tree brand with luxury facilities across Asia are planning to expand again in China, as well as the Middle East, Caribbean, South America, North Africa and Greece.

Banyan Tree spas are distinguishing themselves with their "high-touch, low touch" approach which aims to tap into the appeal of human contact and natural ingredients.

"There is a trend for new spas to focus on the unique selling proposition of their facilities with each opening boasting of more luxurious facilities," says Ravi Chandran, director of spa operations at Banyan Tree.

"This creativity and innovation injects new life into the industry. But as the industry matures, corporate players need to invest more on training and levels of services. Yet each new spa will need to establish a unique identity to differentiate it in the marketplace."

The Banyan Tree team are tapping into are an increasing number of dedicated spa services for men, as well as hydrotherapy. They are also using treatments and products that reflect the local culture or practice of the location.

For example they have developed the Five Chinese elements concept incorporating traditional Chinese medicine (TCM) at the Shanghai spa. Banyan Tree has also introduced Tibetan offerings at its spa in Ringha, Yunnan Province in China.

More European couples check-in

One spa leading the pack in Europe is Britain's Pennyhill Park spa. It is one of the biggest in the country. Opening in 2003, it has 21 treatment rooms, a technogym fitness studio, an ozone filtered 25 metre indoor pool, thermal cabins, an ice cave, herbal saunas, aromatic steam rooms, specialty showers, a plunge pool, hot tubs and an organic restaurant.

The Pennyhill signature treatment is "Dreaming," these Li Tiya products from Australia are based on Aboriginal flora and fauna. The spa also has one of the most comprehensive suites of thermal sequencing cabins in Europe.

"Spas are accepting more couples, who are having treatments as part of a weekend away, groups and conferences are now incorporating Indian head massages before reconvening a meeting after as break out. For executive retreats, Pilates and Tai Chi classes are also forming part of the routine at the beginning of the day," says David Broadhead, general manager at Pennyhill Park.

Looking at the future Broadhead predicts: "I believe that a professional body such as the Spa Business Association will play a greater part in ensuring the industry applies minimum standards of operation. People will therefore start to look for spas that have recognised qualities and this will help raise the standards of spa operations."

Focus on men for North America

The rise of male-specific treatments has been picked up by the Fairmont Hotel group, which operates 12 spas in North America and it is now designing properties with men in mind.

Packages and facilities are now in place to make men feel at home including plasma TV screens, which they can watch during treatments or listen to music with wireless headsets.

Fairmont sees that the customisation of spas is key to making men feel more comfortable. Male-orientated rooms now provide the latest sports magazines and business journals, as well as designer robes, tee shirts and shorts.

Spas in North America are also being used to celebrate people's milestones in life such as birthdays, anniversaries, divorce or being cancer free for instance.

Willow Stream Spa from Fairmont is also offering "Learn to spa parties" with lessons on how to apply spa products at home with spa experts on hand to offer hands on demonstrations and advice.

"The spa boom will begin to level off in the next few years. We will continue to see the specialisation and further definition of this sector with medical, health, day, men and resorts spas for instance," says Susan Moore, spa marketing manager at Fairmont.

Caribbean rolls out local treatments

Jamaica's Round Hill spa at Welcome Wharf is continuously updating its treatments and has recently added body wraps and treatments that use local ingredients such as Noni fruit, sea salt and ginger.

In response to a rise in men and teenage girls participating in treatments, Round hill is branching out into a holistic yoga, beauty combinations and specialised treatments.

"Spas have certainly become the most important profit centre in most resort operations. There is incredible potential and I do not think we have seen any crest in this sector yet. Everyone wants to spoil themselves, feel good and look good," says Josef Forstmayr, managing director at Round Hill.

"The greatest challenge will be to keep out gimmicks and enhance the health and welfare aspect of treatments. Otherwise it could become too trendy and therefore disappear after a while, hence our efforts to combine yoga, nutrition and treatments."

Middle East's booming spa sector

Rotana Hotels are venturing into the spa market for the first time with the opening of a new spa at its Egyptian property in Sharm El Sheikh this May. This will be followed by spas at two other properties in the United Arab Emirates.

Treatment menus will include holistic therapies from around the world, as well as "signature treatments for face and body", "traditional Thai massage"," exquisite massages" and "hydrotherapy" in addition to "romantic" treatments.

The group plans to include a spa in each of its five-star resorts and hotels at all of its 40 properties in order to reel in clientele. "Some clientele will not even consider our properties because we didn't have spas," says Daniel Hajjar, marketing manager at Rotana Hotels.

He believes spas will eventually become an essential facility and not just a luxury in Middle Eastern properties. With the boom in the hotel and resort sector, competition in the spa sector also looks set to increase along with innovation.

"Supply could well outstrip demand in the short term. Longer term, as with other sectors in our industry, it will even itself out," explains Hajjar.