Home' Spa and Clinic : SPA Vol-73 Autumn 2018 Contents Events
The rise of millennials jux taposed agains t
an increase in baby boomers is leading to
specialisation in generational campaigns
where mar keting and imager y ref lect
more individual identities including those
communication channels before, during and
after the spa exper ience .
There is growing awareness around
putting the wellbeing of the team first. Ms
Camilleri reminds us that “your wellbeing
s tor y incudes your br and and team.”
Therapists are our first line example of
‘living well’ to our guests. Often burnt out
and overworked therapists turn to poor
lifestyle choices to sur vive the demands of
the industry. It’s not just about putting the
team f ir s t to exemplify wellbeing; we are an
industry with not enough therapists coming in
to meet global demand. How do we compete
with other industries where millennials will not stay if rewards and a
healthy lifestyle do not exist?
African Wellness Communities
While the western world is witnessing a growing divide between
high and low income demographics, Africa is on the precipice of a
burgeoning middle class. With increasing disposable income African
communities are becoming more dynamic. Mr Simone Lipari, manager
of Tilla Health Spa in Ethiopia, discusses how Africa as one of the
fastest growing economies is cultivating the advent of the spa industry.
Fifty year s ago Africa consisted mainly of small villages . These
are now tr ansforming into larger cities of more than one million
people. 60% of the population is under the age of 28. Although
larger, these communities still relate as tribes and spas are taking
the place of central meeting places or wellness destinations for the
emerging middle class, and a new sec tor within the developing African
economies. According to the Global Wellness Summit repor t Africa
saw a 33% increase in the number of spas opening between 2013-15
making them global leaders in grow th. A tribal culture which relies on
word of mouth is the key to brand sustainability and client retention.
Low operational costs, indigenous of ferings, a rapidly flourishing
market and a fast return on investment means that while ensuring
consistency and sustainability the mar ket is able to deliver premium
products and ser vices at non premium prices. A shift in lifestyle,
revenue sources and a grow th in identity and pride ensure Africa
prof iles the region for wellness tour ism. Another rising trend within
the African wellness spas is the concept of ‘Outdoor Wellness’, i .e .
the real feel of Africa ver sus the static indoor ur ban environment
taking advantage of mindfulness through reconnecting with nature and
embracing natur al treatments and products sourced from locals.
The Rise of Spa Wellness in Asia
The Asian culture is renowned for combining health and hospitality
with an emphasis on traditional therapies. The challenge remains in
how to incor porate the heritage of indigenous prac tices into local
treatments to hold value while competing with low cost competitors .
Exper iential tr avel is the demand of the moder n consumer and
authenticity is the key. Innovating unique experiences within each
province and area by blending the ingredients, techniques and
customs of the indigenous local culture
with design. Pre and post treatment
enhancements embrace local offerings
to include scented f lower water baths,
immer sing in locally fer mented wines and
organic silk exfoliation treatments.
One of the strengths of Asian culture is
the use of local ingredients, which not only
adds integrity and credibility to the treatment
experience but is used for medicinal and
ther apeutic benef its. This cultur al exchange
becomes par t of the spa brand and showcases
oppor tunities around the stor y of ancestral
legacy while deliver ing sensor y elements.
Nonetheless the East faces many of
the same challenges as the West. Rapid
industry grow th means that another 450,000
ther apists are needed globally. The demand
on our current work force is leading to
ther apists burning out mentally and physically. In Asia there is a trend
evolving the relationship between therapist and business to that of an
ex tended family. This enables a nur tured long term career path similar
to training bonds. Meticulous training escalates the employee from
spa attendant through each modality to senior ther apist. The result is
higher team retention, lower turnover, and highly specialised deliver y
in local therapies.
The US Digital Dilemma
Stress is not only responsible for 75% of all doctor s’ visits but is at the
core of the six leading causes of deaths within the United States . With
stress as the primar y barrier to wellness, the rise and application of
technology within the spa environment is becoming increasingly polar ised.
The research shows that 90% of marketers believe that
per sonalisation is the future, meaning guests spend an additional 48%
more when the exper ience is tailored specifically for them. And while
tech has the ability to enable guest retention through a continuum
of care and connection the question is how much digital technology
do we bring into the spa? New tech diseases are emerging and
increasingly millennials want to disconnec t and see the spa as the last
frontier to digitally detox.
The oppor tunity for spas is to use technology to create a bespoke
approach to marketing. This includes the in-spa treatment along with
the pre and post experiences as we move to a cashless system. One
of the key disruptors inf luencing the industry is geo targeting and
geo fencing. This type of near f ield communication allows data to be
both gathered and fed back to consumers by way of aler ts and offers
via mobile devices. The challenge is to keep technology in check ,
to continually under s tand the customer and use digital advances to
market one on one.
The growing gap in demographics, stress and lifestyle disease
combined with the desire for authenticity is driving oppor tunity for
spa and wellness globally. Creating a story and personal connection
around heritage and authenticity will be key to the wellness journey. The
challenge will be cultivating a wor kforce to handle the increased demand.
The 2019 Cosmoprof Worldwide Bologna will be held on the 14 –
17 March 2019.
Michelle Reeve is the founder and director of Australia’s Waterlily Skin
Body Spa products and protocols and the new SpaCeuticals range.
Jefree Star at Cosmoprof Bologna
20 | SPA+CLINIC
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