years. It has also worked closely with us to develop the spa standard that forms a part of our quality certification programme.
What are the main challenges facing the spa industry in Québec? Access to qualified manpower – from mas- sage therapists and aestheticians to managers – is a daily concern for owners. With more than 19,000 massage therapists in Québec, the training and regulation of the profession is also vital – yet there isn’t even formal rec- ognition of the profession at a regional level by the government at the moment and that’s something the AQS will be addressing. The craze of collective purchasing via
companies such as Groupon, Tuango and Living Social not only depreciates the value of our services, but cannibalises our clientele. Less than a quarter (22 per cent) of coupon buyers a new clients, a third (34 per cent) have been to establishments occasionally, while 44 per cent are regulars.
What impact has the death of a woman in a Québec health centre last year had on the overall spa industry? The responsible parties were charged at the end of July 2012, but it highlights how the word ‘spa’ has been misused to identify everything from a hot tub installation to
SPA BUSINESS 4 2012 ©Cybertrek 2012
Québec has unique spas such as Bota Bota, yet Brosseau feels it would still benefit from a classification system like hotel star ratings
a beauty salon. Tat’s why we want a spa classification system like that already used in the hotel industry. SRs already has a spa certification and other countries such as France and Malaysia have compiled guide- lines for ratings. I strongly believe that the Global Spa & Wellness Summit (see sb12/3 p54) should play a key role in developing a cohesion between operators worldwide to assure customers a level of quality when it comes to services, products and staff; spa set-up; maintenance, hygiene and safety of equipment and sites; as well as the quality of water; environmental standards; and all relevant licences.
How will the AQS be more representative than SRs? Te only requirement is that an AQS spa fits the definition outlined earlier, whereas with SRs spas needed a minimum of five treat- ment rooms, a full-time receptionist and certified pool operator employees. Membership will be cheaper too – ca$695
(us$705, €541, £438) compared to ca$8,000- $10,000 (us$8,100-$10,150, €6,250-€7,800,
£5,050-£6,300), so will the cost of the certi- fication process and annual evaluations. But on the other hand, members won’t bene- fit from marketing, commercialisation and advertising as with the SRs. So far we have 39 spa members and seven
partner (supplier) members with nine wait- ing to be signed. Our overall goal is 150 spa members and 50 partner members in the next three years.
What are the aims of the AQS? To support, represent and defend all players in the spa industry in Québec. We’ll use the funds from Tourism Québec to conduct the industry study and promote Quebec spas outside of the province via trade shows, brochures and advertising in specialised magazines. Our goal is to develop a cohe- sion between all players in the industry; and devise strategies and tools to assist in challenges they may face as well as compile details of best business practices and train- ing programmes. We’ll also be lobbying government in key
areas such as for a provincial-level regulation to open and operate a spa; for inspectors to test water quality – the law is already written, but there aren’t any inspectors to enforce it; and for formal recognition of the massage therapy profession. l
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