 SPA SEMINAR KEEPS PROS IN THE LOOP
In the salubrious surroundings of The Sentosa, A Beaufort Hotel, some 120 spa professionals gathered together for the Spa Industry Seminar 2003 organized by The Turning Point.
Lim Neo Chian, the Deputy Chairman and CEO of Singapore Tourism Board, opened the two days of talks, networking and wining and dining with an enthusiastic address welcoming delegates from 14 different countries and numerous different spa roles. From directors to therapists, treatment producers to architects everyone was there to teach what they knew and learn what they didn’t about the spa industry as a whole.
Day 1
First up with a fluent and professional introduction on ‘Redefining Wellness’ was Ingo Schweder of the Mandarin Oriental Group. Fresh from setting up the new spa at the billion dollar Mandarin New York he emphasized the growth in demand for Complimentary Alternative Medicine (CAM) and underlined the role spas play in this important part of the world’s population’s health. “Complimentary medicine enhances health. Spa gives total bliss.” Looking from a mostly five star point of view he cited the importance of spas in today’s hotel income, and the need to set up global standards for training staff and treating customers while making sure each spa develops its own unique directions.
To put everyone in the picture with a vital overview of the way spa’s are evolving, Julie Garrow of Intelligent Spas presented a video featuring the latest spa statistics, ‘Spa industry survey results 2002/03’. Geographically covering Australia, New Zealand, Indonesia, Singapore, Malaysia, Thailand, Hong Kong and China (together) numbers of spas, employees, visits and by whom, square footage, revenue and profit and most popular treatments were highlighted. Steady growth was noted in Australia, New Zealand, Malaysia, Thailand and Hong Kong and China with Singapore’s market already mature and Indonesia possibly facing tough times with a rise in expenses. There was an overall shift towards natural treatments except in Hong Kong and China where high tech treatments were gaining more interest. Overall however, the spa industry in Asia looks to be bright.
Greg Payne of Amrita Spas stepped up onto the podium next, to talk about ‘Opportunity evaluation and brand building’. He accentuated the importance of spas in the luxury hotel business saying “spas help hotels achieve higher occupancy, longer length of stay, higher average room rates and increased spending… which all delivers back to the hotel magnified tenfold.” Taking Singapore’s Amrita Spa as an example he stated it was already a profit centre at the same time warning that there are also huge costs involved in setting up spas. With different capture rates in urban and resort spas, potential spa directors must study their target market, numbers of high quality elite people potentially passing through and decide on the viability, bearing in mind that as the hotel stars get less so does the spa market. Brand extension is key and staff must be taught that retail is not a dirty word, playing a huge part in a spa’s profits.
Isabelle Miaja, of IMA Interiors changed the point of view completely, to look at ‘Interior design: what’s next for I-spas and e-spas.’ She brought attention to the bricks and mortar aspects of spas such as energy efficiency, construction, water quality. She explained that an I-Spa or Inner-Spa is an urban spa with an inspiring interior keeping the outside at bay. They make up part of our regular lives, and therefore have to create a fast impression of relaxation and cushioning from the stressful world outside. Whereas an E-Spa or Ethereal-Spa is generally a resort spa and therefore works on bringing the outside in with strong feelings of greenery and nature at one with the exterior. She cited air-conditioning, lighting, sound, electronics, space and traffic as key considerations and suggested using materials in conjunction with the five senses to create that special ambiance. Following on, Guy Tulloh went even further back to basics by running through the impossibly huge list of people included in building a spa: architect, structural, hydraulic, mechanical and electrical engineers, fire services, pool and spa specialists and most importantly the spa consultant. He mentioned aspects of green heat and grey water in the challenge to be environmentally sound.
Finally for the first day, Daniella Russell of Wafi Health and Leisure presented a talk from the viewpoint of spa staff with ‘Staffing and training: a key success determinant.’ Although the growth in the industry is good news she warned that the world is “desperately short of good personnel.” More training schemes and academies are needed, not just to educate therapists but also Spa Managers who need to be able to communicate effectively with the rest of the hotel managers. She also exhorted spa directors to think not only of their customers but also of their staff’s wellbeing. “If we care for them they will be strong enough t care for others.” Motivation, cross training, recognition and rewards are just a few of the incentives to get the most out of your staff while keeping them and the customers happy.
Day 2
Opening the second day was Carroll Dunham of Wild Earth, Nepal who presented ‘A return to the elemental: a sensual history of spas.’ She pointed out that the art of body care is, far from being a new concept, part of a long heritage, and is one we see in the lives of primates. In cultures where touch is more cultivated there is less violence. During treatments oxy-toxin otherwise known as the bliss hormone is released which helps relax the body and fight stress. She delved back into the history of spas looking at the Egyptians, the Greeks and of course the Romans in their Sanitaria Per Aquas, meaning health through waters. She described the popularity of spas in Switzerland and Europe and also in the United States. She emphasized the importance of Asian teachings, citing Ayurveda, Chinese traditional Medicine and her particular interest, Tibetan Medicine which includes from Ayurveda, Persian and Chinese influences. Later on in the day she was back to talk about ‘Tibetan treatments from the high plateau’ which have been developed over thousands of years in response to a harsh environment and no government health system.
Next up was Sophie Benge, author and journalist, who talked about ‘Innovation in product and treatment development.’ She started by pointing out that within the growth of the industry are good and bad developments and that it is important that while spas become more sophisticated they should have a strong sense of place. Long menus can confuse clients and create problems for the spa operator. While people are taking health into their own hands and looking for more than just pampering at the spa, there is also a surge in quick fix treatments. She also championed several small companies who are challenging the big chains with their high quality, cottage industry style products.
With a presentation on ‘Applying Traditional Chinese Medicine (TCM) concepts to beauty and body wellness’ Dr Cao Bei from Eu Yan Sang International in Singapore gave a basic introduction on TCM. A vital medical system of health and healing with aspects of eastern philosophy and Chinese culture, TCM helps people restore the balance between themselves and nature. When our yin and yang are balanced our mental state is in control, when divided it is the end of life. She introduced the five elements or fire, earth, metal, water and wood explaining their and each person’s Qi’s significance regarding the human body. Finally she outlined how medicines are made up of different properties, work in different hierarchies and compliment each other for the best result.
From Australia Ann Warren, standing in for Gayle Herron of Li’Tya products, took everyone through ‘Spa care from the Australian Dreamtime’ concentrating on understandings from traditional Aboriginal therapeutic medicines. Delving back into the beliefs of Aboriginals who are custodians of the earth and impact as little as possible while interacting with it, she illustrated their four tenets of life and went on to describe Li’Tya herbal and mud treatments as well as their signature treatment, the dreaming where you can create your future and step by step make it happen. Having set up a The Baiame Foundation a percentage of the money they make goes back into the Aboriginal community.
Again from Australia, Lee Pane of Botanical Essentials presented ‘the restorative wonders of ancient therapeutic clay.’ “Muds and clays are dear to Australia,” she began,” they are part of our heritage.” Pelotherapy is the use of clays to heal imbalances and rejuvenate the body. With numerous beneficial internal and external actions Lee described how clay absorbs bad and restores good at the same time. Different clays are suitable for different complaints and types of people, working on our entire organism, with no part of the body left untouched.
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