The Carrick Spa, Cameron House, UK
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The entrepreneurial Cook took his formative steps in operating hotel spas back in the 90s. “It was in 1994, when I was overseeing Slaley Hall, that I began to appreciate that guests who booked spa treatments tended to spend more across the board,” he remembers. “Also, their dwell-time spend was evidently higher than other guests.” Cook continues: “After that, I joined Malmasion, which was bringing great food into boutique hotels. Every Malmaision we opened also had a bijoux Petit Spa; this was when I first met Sue Harmsworth and the ESPA team, in 1997. Since then, I have watched how spa has evolved and how demand has rocketed.” Today, spearheading De Vere’s strategy to capture more leisure and short-break guests, Cook cites memorable spa service as a “golden thread” that will run through his future strategy. “Spa is a big focus for us,” he confirms. “I see it as not just another reason to come and stay with us, but as a huge opportunity in terms of revenue generation – and also a great service to package up to enhance our experiences.”
Having the right partners is crucial to the success of any such ambition and Cook is clear when he states: “The reason we have chosen ESPA as our strategic spa partner is that I believe this brand can deliver the very best guest experience. Sue Harmsworth is renowned in the spa world for her commitment to product development, training and creating exceptional experiences. It’s a natural fit.”
Driving standards
Group spa director Emma Leadbeater will play a pivotal role in repositioning De Vere’s spa services. If overseeing all 28 spa sites and spa teams was not demanding enough, spa services across the group have been developed, property by property, over the years, without a standard blueprint. “We went right back to basics to develop a brand identity so we could pull it all back together,” explains Leadbeater. “This involved really getting underneath the brand and identifying what it stands for. For us, it is all about customer engagement and providing a
www.europeanspamagazine.com | european spa
“I first met Sue Harmsworth and the ESPA team, in 1997. Since then, I have watched how spa has evolved and how demand has rocketed”
Robert B Cook CEO, De Vere Hotels and Village Urban Resorts
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