2010 Global Spa Summit?
Edie Weiner said that the second most used currency in the world is ‘points’ – customers want value and recognition: spas need to create loyalty programmes based on a point or credit system. This is just one example of how we’ll be using her presentation to re-evaluate and improve our business.
Jeff Matthews, president and COO, Mandara Spa
Philippe
Bourguignon’s talk about the future was very thought provoking, specifically, the fact that we don’t innovate with the changing needs of our clients – hotels keep selling connecting rooms rather than villas for example. This applies to all industries, including spas, and it’s so true. Dzigbordi K Dosoo, CEO, Allure Africa
Jan Freitag’s session was fascinating and confirmed my suspicions that luxury treatment spend is down and that day spa/salon treatments are up as people are still coming for maintenance treatments. Brain Hunter, principal and owner, Mary Reid International Spa Academy
I really enjoyed the two keynote speakers because they were futurists who gave an outsider’s perspective of the spa sector. However, the most important aspect of the summit for me is the ability to share information with colleagues at a senior level in a much more open format and this year was no exception. Susan Harmsworth, founder and CEO, ESPA International
Futurologist Edie Weiner was one of this year’s most popular keynote speakers
Edie Weiner’s view was unique. She mentioned that the retirement age will one day be 80 and not 65. We have to look into catering for these people, but this approach should be tailored to individuals rather than just targeting 65 to 80-year-olds in one big group. Price will also no longer be an issue. She suggested we review our spa menu to better suit the needs of customers. Jennifer Ng, director of business development, Spa Botanica
I found the concept of health insurance claims very interesting, especially as healthcare costs are escalating. I can now see how spas could offer stress management and preventative programmes so that guests might claim these as part of health insurance. This will open up our market from mainly wealthy guests to a more mainstream clientele. Jeff Butterworth, wellness director, Jumeirah
ple: some voices are louder than others. In a few clicks it’s possible to build a map of a community and see who’s at the centre of a particular discussion. Networks come in many shapes and
sizes. Te ‘vertex’ count shows how many people are in the network. Te ‘edge’ count indicates how many connections there are among them and the ‘degree’ count shows who has the most connections. Some networks are shaped like a sphere,
who have been talking about you online. If you need to learn about a subject quickly, you can identify key people and topics and while search engines can only deliver lists of results, SNA can answer questions like “are there sub-groups of people talking about me and what are their interests?” Not everyone who tweets about your brand is equally connected to other peo-
SPA BUSINESS 3 2010 ©Cybertrek 2010
some are fragmented like thousands of shards and others are shaped like an hour- glass, with relatively separate clusters. Some people act as the bridge, connecting two oth- erwise separate clusters. Tese ‘between’ people can be brokers or gatekeepers. Some- times people are firmly at the centre of their core, but have limited connections to other clusters. Each plays an important function in the social media environment, and effective strategies need to focus on the cultivation of the right balance between different roles and engagement with people in critical loca- tions on the graph.
Mobile sensors More than three billion people carry mobile phones – many rich with sensors for location (GPS), motion (accelerometer), light (video) and sound (microphone) – meaning new data can now be added to the mix. Phones also have devices that pick up
radio tags like RFID and can measure heart rate, blood pressure, temperature, and even do glucose readings for diabetics. Health conscious, fitness-focused people are using these devices to track their workouts, with services like CureTogether, PatientsLikeMe, and products like FitBit. Meanwhile, peo- ple with chronic illnesses can monitor and measure their vital signs and record dos- ages and responses. Social media has opened the door to mil-
lions of people broadcasting their vital signs to the world. How will spas respond when customers come to reception with terrabytes of their own health and activity data and expect customised service in return? Detai ls:
http://smrfoundation.org or
http://nodexl.codeplex.com
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