RESEARCH
Diagram 1: A Well-Functioning Management Workforce System for the Spa Industry Requires the Interaction of Three Key Stakeholders
Current and Future Spa Managers/ Directors
There’s a huge shortage of spa graduates
recent years that few people know about, let alone are supporting and developing. ISPA and the American Hotel & Lodging Edu- cational Institute, for example, have put together an extensive series of spa manage- ment-related textbooks and curricula. T ere are several critical steps that can
be taken by the spa industry to overcome this fragmentation and address management
workforce gaps. SRI suggest: ■ Building awareness of existing spa man- agement resources and programmes. T e industry must work together to dissemi- nate information about spa management degree programmes; continuing education providers; spa management books and training resources; and internship oppor- tunities. T is is a critical fi rst step, because how can the industry work on improv- ing spa management education/training if industry members do not even know what programmes and resources already exist,
much less use them? ■ Reaching out to universities and schools that already offer spa management pro- grammes. Spa businesses need to be proactive about reaching out to the spa man- agement degree programmes in their local region or country – it’s as simple as mak- ing a phone call and enquiring about how to get involved through internships, men- torships and guest lectures, etc. In addition, the industry should also think about how to reach out to key universities and schools that don’t have any spa management off erings – including hotel and hospitality manage- ment schools and spa therapy schools – to educate them on the career opportunities in spa management and to encourage them to
develop relevant programmes. ■ Proactively investing in human resource development. Spa businesses need to think about how to be more proactive in support- ing employees as they move through their careers. How can you provide more train- ing? Can you work on succession planning so that therapists are prepared to move up the ranks to management positions? Can
Spa Management- Related
Educational Institutions and Training Providers
Communicate key skills needs, off er student internships, and other guidance/support
Seek out industry guidance and participation to ensure programme relevance and to support student placement in jobs
Spa Businesses and Industry Leaders
* Source: Spa Management Workforce & Education: Addressing Market Gaps. SRI International 2012 Spa businesses need to
think about how to be more proactive in supporting employees as they move through their careers
you develop more internship or manage- ment trainee programmes so that students and graduates have good opportunities to build practical skills and experiences? Can you raise the bar for what you expect of new hires – requiring new managers/directors to have or obtain a degree or credential in spa management? It’s unlikely that spa manage- ment education/training programmes and resources will continue to grow and improve until industry demand grows. By working together eff ectively to sup-
port existing resources and new initiatives like those outlined above, spa businesses, educational programmes, and industry asso-
58 Read Spa Business online
spabusiness.com / digital
ciations alike can make a signifi cant impact on addressing workforce challenges that are critical to the future of the industry.
STUDY METHODOLOGY Commissioned by the GSWS, this study was conducted by SRI International, a world- wide independent, non-profi t research fi rm originally founded as the Stanford Research Institute in 1946. T e study incorporates extensive primary
and secondary research, including: two glo- bally distributed surveys of spa industry leaders and executives and spa manage- ment personnel; interviews with over 45 spa industry executives and educators; an inventory of over 100 spa management-re- lated education and training programmes worldwide; and a review of existing research and information on spa management work- force and education issues. ●
• Th e full version of the Spa Management Workforce & Education study can be found at:
www.globalspaandwellnesssummit.org
• To read Spa Business’ own investigation into global spa management training visit:
http://lei.sr?a=X7s5H and
http://lei.sr?a=z5Q6j
SPA BUSINESS 4 2012 ©Cybertrek 2012
Provide appropriate staff development and training opportunities for upwardly mobile employees
Incorporate knowledge
from training to improve service delivery and business management.
Provide excellent training, supported by practical
experiences, in key skills most needed by the industry
Seek out ongoing training and skills upgrades at appropriate points in their careers
ANDRESR/
SHUTTERSTOCK.COM
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