COMPANY PROFILE PROMOTION spa creators
Cyprus-based Spa Creators has earned an international reputation for its consultancy work in the luxury spa market. Now the company is moving in new directions, with the launch of a management services arm, a new spa brand and an exclusive distribution partnership with Australian supplier LI’TYA. Co-founders Chris Anastassiou and George Tavelis share their vision
How did you come to set up Spa Creators?
Chris: We set up Spa Creators in 2000. At that time, I was managing a hotel group with properties in Cyprus and Greece, and I was in the process of set- ting up one of the first boutique hotels in Cyprus. George’s background is in spa and leisure management, so he came on board to help me design and open the hotel’s spa. It was then that we recog- nised how integral spa and wellness was to the luxury hotel sector – both as a direct and indirect contributor to rev- enues – and we saw a gap in the market for a highly professional, individualised approach. Tat was the beginning of Spa Creators.
Who does what?
Chris: I’m executive chairman, George is CEO and we’re both key stakeholders. My expertise is in working with hotels and resorts, while George has the specialised spa knowledge. George: I served on the International Spa Association (ISPA) board for three years, and I’m currently president of the Cyprus Spa Asso- ciation, so I’m very immersed in the industry.
Which of the projects you’ve opened to date are you proudest of?
George: We’ve helped create more than 30 luxury spas in the past 11 years. But the two we’re best known for are Le Spa at Le Méridien Limassol Spa & Resort and Te Retreat Spa at Aphrodite Hills in Cyprus, both of which have won multiple industry awards.
What’s motivated the move into spa management?
Chris: We started offering management services last year, because we saw a gap for a cost-effective, turnkey approach that really pays attention to the individual needs of the spa client. More and more hoteliers are recognising that this is a specialised industry, and they want to hand the spa over to a professional company that can offer them continuity, from design through to implementation and man- agement. Te traditional spa doesn’t work any more, as spa clients have become more demanding; today’s clients expect a state-of-the- art experience. As consultants, we create that vision then walk away. As managers, we can really see it through. To maximise the benefits to our clients, we’ve developed our own
brand, Limegrove Spa, which is a fast-track, economic, integrated service covering everything from concept and design through to
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implementation and management. However, for clients who want to maintain their own spa brand, we also offer bespoke design and management services. And, of course, we still offer consultancy without management, too.
What makes Limegrove Spa stand out from other branded concepts in the marketplace?
Chris Anastassiou and George Tavelis
Chris: Limegrove is built on a number of aesthetic and operational values. For example, when it comes to design, our goal is always to create an oasis of tran-
quility in a beautiful, unique space. None of our spas are identical, but there are certain design elements that are recognisable – the abundant use of natural materials, such as wood and stone, and the use of signature colours and lighting. However, whenever we design a Limegrove Spa, we always draw inspiration from the local envi- ronment and culture, so every spa has its own character. George: Te programme is also highly individualised. We believe people want memorable and meaningful experiences when they travel; they want something they can take home. For this reason, we’ve created a wellness package that combines high-quality prod- ucts and therapies from LI’TYA with highly personalised personal training and nutrition services. If a client opts to see one of our nutritionists, not only will they receive advice on how to improve their diet, but the nutritionist will also make sure that every chef in the hotel receives a list of that client’s special requirements. Which- ever restaurant they go to, they are guaranteed a healthy meal; all they have to do is let the hotel reception know an hour in advance where they plan to eat. So we’re not just creating an amenity, but a reason for the client to visit the hotel again. Chris: Something else that makes Limegrove special, from the point of view of the investor, is that we offer a highly cost-effective formula. We do this in a number of ways – through our efficient training and management systems; by integrating non-labour-intensive treat- ments, such as thermal experiences, into our model to maximise yield; and by our choice of LI’TYA products, which allows us to keep costs low while still offering a high level of quality.
How do you go about finding the right staff?
Chris: Some of our spa managers come from within the spa industry, some have been developed from therapists and some come from a business background. We promote talent from within and we also draw on our extensive network as a company and as individuals. Our
SPA BUSINESS 2 2011 ©Cybertrek 2011
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