Tag Archives: Australia

Advice from Seasoned Spa Consultants

Advice from Seasoned Spa Consultants

By Susie Ellis, SpaFinder Insider
Judy Singer and Patti Monteson are spa consultants who I have known for almost 20 years. In fact, they were the first spa consultants I ever met. Their company HFD, Heath Fitness Dynamics, is based in Florida. (Sometimes I wonder if they would select the same name were they starting their consulting company today. Interesting how the term fitness has taken a back seat to the word spa. However, it matters not. They are so successful and have created so many spas that they can use any name they want!)
heath.fitness.dynamics.logo 739833 Advice from Seasoned Spa Consultants
I met them at one of the early ISPA conferences where they shared some of their research data. It was one of the first times I had ever seen any research from the spa world. It was generous of them to share information they had learned from their years of consulting. Just think, today they have had 20 more than years of consulting experience and have completed literally hundreds of projects! So whenever either of them writes an article or gives a speech, I become a sponge – learning a lot.
judy.singer 721408 Advice from Seasoned Spa ConsultantsA while ago they sent me a link to an article Judy had written called Profitable Spas: Be On-Trend Rather than Trendy. Since we find ourselves in turbulent economic times these days, it seemed like a good time to re-read it and share it with you in case some of their wisdom might apply to your situation. Here is the link so you can read the entire article (which I would recommend).
If you don’t have time for that, here is Judy’s list of 18 trends she feels can help your spa be more marketable and profitable (I’ve added a quick summary):
  1. Resort-Based “Hybrid” Spa: Diversify by welcoming resort and day guests, and club members
  2. Spas are a Business: Expect and plan for profits
  3. Lifestyle, Workstyle and Medical Real Estate: People want to really “live the spa life”
  4. Spas are Places of Celebration and Connection: Include spaces for these elements
  5. Spa Spot Specialty Areas: Think about creating a “spa on the spot”
  6. Spa Anywhere/Everywhere: Add spa-like touches to guest rooms, lobby, pool area, etc.
  7. Spa Playgrounds: Go beyond steam, sauna, and whirlpool. Provide interactive elements
  8. Spas Need to Offer Service and Not Just Services: Think “Experience makers” and “memory makers” versus order taking
  9. Spas Will Go Mainstream: More affordable, more accessible and gender-friendly
  10. Male-Friendly Spas: Change the things that make your spa seem less female-oriented
  11. Wellness and Completeness: Add education and personal enrichment opportunities
  12. Spas Need to be Experience-Driven: Customize and personalize spa treatments to touch all five senses
  13. Customize & Personalize: (obvious)
  14. Green is Good: Guests want this but don’t inconvenience them
  15. Minimize Stress…Keep Things Simple: Shorten menus, be careful about up-charging
  16. Welcome the “Spa Virgin”: Help people overcome unknowns like nudity, tipping and guilt
  17. Spas as Theater: Think as if you were producing a play
  18. Design for a Profitable Experience: Have flexible treatment rooms and a good flow

Today I feel inspired by #15. Minimize Stress…Keep Things Simple. Not only is this a good idea in spa menus, but in many other aspects of life.

Hmmm, am thinking a simple baked potato with some toppings tonight for dinner.

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Spa Related Highlights from a Hospitality Forum: Through my Spa Eyes

argyle.forum.logo 773264 Spa Related Highlights from a Hospitality Forum: Through my Spa EyesSpa Related Highlights from a Hospitality Forum: Through my Spa Eyes
by Susie Ellis

A few things got my attention at yesterday’s 2008 Leadership in Hospitality & Leisure Executive Forum (an Argyle Executive Forum) which was held here in New York. Some of us “spa-types” were in attendance – Judy Singer, Patti Monteson, and Jeff Kohl – but most were either hotel executives from companies such as Ritz-Carlton, Starwood, Marriott, Loews, Jumeirah, Wyndham, and Disney or financial/investor folks. From my notes, here are a few spa and hotel related highlights. I will elaborate as I have time in future blogs.

• Theatrical hospitality is a new buzzword (I like that)
• Walt Disney is expanding their brand and getting more into hotels and spas (for families, no doubt)
• Hotels need to keep up with consumer expectations – this can often be costly. Currently the big “must have” is the flat screen TV. Next will be the curved shower curtain. (Yep, love those curved shower curtain rods where I don’t have to have my body come in contact with the curtain!)
• Highest growth potential for hotels/resorts/spas currently is in Russia, Turkey, China, Thailand, and Malaysia. (Turkey was the surprise for me on this list)
• A new growth area for hotels and spas which is not yet on people’s radar, is the northern part of Africa (Interesting)

blueharmony 789287 Spa Related Highlights from a Hospitality Forum: Through my Spa Eyes• Blue Harmony “Renew you inner Rhythm” is the spa and fitness program that Wyndham is going to be rolling out. The blue is for water and the name kind of fits with their Gen X positioning. (Wonder if they can execute…)
• Aber and Kent is getting into the Exclusive Resorts arena…interesting idea to have this new product category with a recognized brand name. (Clever)
• Jumeirah wants to help people not feel guilty while enjoying their luxury. (at least they admit it…am sure they aren’t the only ones)
• High touch and good architecture is not so easy for Asia to duplicate quickly. (It’s the high touch part that’s tough with a language barrier)
• Residences are becoming more and more a part of the hotel/resort formula. In fact, I am now seeing brands say they are in the hotel/resort/residence business. (Pardon me while I revert to third grade antics: “I told you so” – hmmm that felt good)
• People are really starting to talk about Gen X. (Makes me think we are right on trend with our switch to the new SpaFinder Interactive Magazine in 6 different languages.)
• Even the people in emerging markets know “what is in.” (The Internet and TV make what’s “in” instantly known)
• The other shoe has dropped in Las Vegas. There were ten projects under construction and now it appears as if the Fountainbleu will be the only one to make it to the finish line at the end of this year. It will cost more than $4 billion, be the tallest hotel on the strip (63 stories), will not have a “theme,” and their 50,000-square-foot spa will be in the sky. (With all that investment, I hope they get the spa right…but time and time again, I see people miss the opportunity to do something extraordinary. Fingers crossed.)

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Spa Lifestyle Real Estate Experiences a Hiccup: Spa Lifestyle Living Still Resonates

canyonranch 767998 Spa Lifestyle Real Estate Experiences a Hiccup: Spa Lifestyle Living Still ResonatesSpa Lifestyle Real Estate Experiences a Hiccup: Spa Lifestyle Living Still Resonates
by Susie Ellis

Sad news. Canyon Ranch Living Chicago, which was in the design and pre-sale phase, has been cancelled. This article, “End of the Trail”, gives some of the details. From the few mentions I could find on the web, it appears that there were insufficient sales of condos and that it fell victim to the current market crunch. Too bad. The design seemed really inspired and I love the idea of “wellness condos.”

But timing is a big factor in these kinds of things. What would have worked several years ago – and may very well work several years from now – is struggling today amidst the bad economic news. Who knows, it may have been the size of the project, the price point, the location, or maybe the marketing plan that didn’t work. And I can’t help but wonder if the condo project was kept alive longer than it might have been because of its unique spa aspect.

One thing I am convinced about, however, is that the idea of spa lifestyle real estate is here to stay and it will find its ideal expression as time goes on. Canyon Ranch Living in Miami looks to be a successful project – as does Miraval Living in New York. Red Mountain keeps building more residences because of the demand and our spa real estate section on Spafinder.com keeps growing.

This situation reminds me a bit of the time when the internet bubble burst. Remember? The bubble grew from approximately 1995 – 2001 and then it “burst” and share prices fell dramatically. The pendulum swung from being gung-ho regarding the Internet to doom and gloom. I remember noticing only one person during the “down” time who kept saying, “don’t worry about it. The future of the Internet is still so amazing that even with this “correction” there will be huge upsides and the Internet world will continue to grow exponentially.” That person was my husband. In time, he was proven correct.

Alas…I feel the same way about setbacks in the evolution of spa lifestyle real estate. To me it is a two steps forward and one step back kind of thing. The fundamentals are just too compelling: aging baby boomers who are reaching retirement age, who value their health and well-being above almost anything else and who have money (much of it inherited) to spend. We also have a younger generation embracing the LOHAS (Lifestyles of Health and Sustainability) lifestyle and wanting to raise their families in a healthy environment.

Real estate with spa components is here to stay.

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Spas and Sleep Health: A Sizzling Hot Topic for Spas and Beyond!

Spas and Sleep Health: A Sizzling Hot Topic in Spas and Beyond
by Susie Ellis
You know that something is a “hot” topic when it comes to you from many different angles at around the same time. Here are three things that came across my desk in the past 48 hours:

1. GayleGreene 746974 Spas and Sleep Health: A Sizzling Hot Topic for Spas and Beyond! “Great Reads: Nonfiction,” People Magazine, April 7, 2008

It isn’t every day that my People Magazine reading alerts me to a book that is useful for my work. However, when I saw this positive mention for Gayle Greene’s new book, Insomniac, and a mention that it is the last book you ever need to read about sleep, I went right to my computer and ordered it.

2. This morning, I received a press release with this headline: “NEW YORK STATE HOTELS AND INNS HELP GUESTS GET A RESTFUL NIGHT DURING NATIONAL BETTER SLEEP MONTH.” It seems there are a variety of hotels offering packages and products to guests in May for Better Sleep Month. These are “designed to celebrate the healthy quality of life difference that only a good night’s sleep can provide.”

3. Also this morning I received an urgent message from Cassandra at our SpaFinder Europe office stating that one of the big papers is doing a story on sleep health and wants me to comment. Their questions included: Is sleep really ‘the new wellness frontier’? Why are spas suddenly taking sleep so seriously? Which spas in the UK do you recommend for Insomniacs?

Even though we at SpaFinder predicted sleep health as a top spa trend for 2007 and again in 2008 as it relates to weight loss, I wasn’t prepared for such a groundswell of interest. The more I learn, the more I am convinced that this pillar of health will become of even greater importance and interest to all of us in the future. Researchers are just beginning to understand this part of our lives in which we spend almost 1/3 of our time.

Stay tuned!

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Sleep Health at Vacation Spas May be more Important than Massages, Facials, Manicures/Pedicures, Diet or even Exercise!

Sleep Health at Vacation Spas May be more Important than Massages, Facials, Manicures/Pedicures, Diet, or even Exercise!

by Susie Ellis

The importance of sleep is something that has been on our SpaFinder top 10 spa trends list for the past two years. In 2007 the focus was on adding sleep health to diet and exercise as an equally (if not more) important pillar of health in spas. In 2008, because of the growing research which shows sleep deprivation is linked to obesity, emphasizing sleep health in weight-loss programs at spas was the focus. good nights sleep 5810 782965 Sleep Health at Vacation Spas May be more Important than Massages, Facials, Manicures/Pedicures, Diet or even Exercise!

Tonight’s piece on CBS’s 60 Minutes made these points clearer through video than I ever could in writing. I hope everyone who didn’t see it would watch it. Here is the link. A new thing I learned is that it appears we can add diabetes to the long list of consequences of sleep deprivation.

Sometimes I think that sleep health is my mantra. And for this upcoming week – it is no exception. Here is why….

I was thinking this morning about the volatile financial market situation we witnessed last Friday and how this might affect the spa industry. And what advice I might give.
I remember the October 1997 stock market plunge (which was later called Black Monday) and ever since have been aware that bad news at the end of a week might result in even worse news on Mondays. It just makes sense to me that after a weekend when people kind of regroup, they begin thinking about their personal financial situation and start taking steps toward self preservation. Too many people making financial moves all at once on a Monday can spell disaster.
Of course, I hope that I am wrong. My advice, however, for both spa consumers as well as the spa industry would be the same – be extra careful to get enough sleep. Dealing with challenges wisely necessitates clear thinking and emotional balance. Eating well is a good idea, exercising helps, however getting healthy and adequate amounts of sleep is possibly even more important. If you aren’t convinced, please do me (and yourself) a favor, and watch The Science of Sleep Part 1 and Part 2 from last night’s 60 Minutes.

Well…am off to bed.

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If you wish to be put on a list that automatically sends my blog posts to your email, just let dulcy.gregory@spafinder.com know and she will add you to that list. Thanks so much!