ASSOCIATION PROFILE KATIE BARNES » MANAGING EDITOR » SPA BUSINESS
LUCIE BROSSEAU
The CEO and president of a newly formed Québec spa association on the strength of the industry in the region and the vital role the organisation will play
T
his May a new body for the spa industry in Québec, Asso- ciation Québécoise des spas (AQS), was formed, with the purpose of helping the already
fast-growing sector to develop even more quickly. Te move came during the annual general assembly of Alliance Spas Relais santé (SRs), an existing group of top oper- ators in the region, where it was decided that a larger more representative organisa- tion should be created for the whole of the spa industry in Québec. While SRs will continue to focus on the
quality certification of spas in Québec fol- lowing the spa standards it developed with Tourism Québec in 2010, AQS will prioritise issues concerning the whole of the province’s spa industry such as training and skills devel- opment, lobbying government and sector promotion. We gain some insight into the region’s spa sector and future plans from Lucie Brosseau, AQS’s CEO and president.
How big is the spa industry in Québec? In 2006, Canadian Tourism Commis- sion’s Spa, Health & Wellness Sector Study (see sb06/4 p42) reported that there were 395 spas in Québec. However, this figure included beauty, hair and tanning salons. The AQS uses SRs’ definition of spas as being ‘an establishment contributing to peo- ple’s wellness in an environment conducive to relaxation, offering as the main activity one or more forms of water therapy and one or several types of professional treatments’ and based on this, we estimate that there are 200 spas in Québec. We are planning to conduct a market study in October to get a clearer picture of our industry. Te industry has certainly been booming
over the last decade – it’s a strong sector and more robust because it’s different.
What’s different about spas in Québec? Québecer spa owners travel the world to find inspiration and they’re always looking
The Ovarium day spa is over 30 years old
to offer products that stand out, such as the Bota Bota spa on the stationary ferry boat in Montréal and Spa Bromont with its hydro- massage pool circuit and 52 powered water jets. Tere’s also Spa Eastman, the only des- tination spa in Québec and the Ovarium day spa which are both over 30 years’ old. Te main difference, however, is our Nor-
dic spas which have become increasingly popular. Tese are based on thermother- apy cycles traditional to Scandinavia, which alternate between hot, cold and relaxing therapies and experiences to maximise ther- apeutic benefits. In 2001, there were only three Nordic spas in the region while now there’s around 40 and only two others in the rest of Canada. Tey’re usually located in a natural setting with a variety of baths, saunas, whirlpools, cascades/waterfalls, relaxing areas, rivers, lakes and ponds, but lately they’re coming to urban spas located on top of buildings and downtown areas. During school breaks, the Nordic experi-
ence is open to families which is initiating children to spas. Tey’re also becoming a popular social trend for younger X and Y generations (those born between 1960-1979 and 1980-2000) who make up members. Operators tolerate low-voiced discussions in dedicated areas and bachelorette parties are all the rage. Tat said, I don’t think all of them will sur-
vive, as the market is now saturated and is ripe for consolidation. But there’s still room for more day and destination spas.
The Québec spa market is becoming saturated, but there’s still room for destination and day spas 52 Read Spa Business online
spabusiness.com / digital
How important is the spa industry to tourism in Québec? Québec’s Ministry of Tourism (known as Tourism Québec) identifies 22 tourist sector associations representing regional ‘products’ such as golf, ski, camping, visitor attractions and spa. Tourism Québec has financially supported the SRs for a long time and has pledged to do so for at least the next three
SPA BUSINESS 4 2012 ©Cybertrek 2012
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