Guests receive treatment credits as part of their package when they visit
Bourguignon says Clodagh’s new entrance to the spa is transformational and adds signifi cantly to the customer journey
The remodelling of the spa building joined indoor and outdoor spaces
PHILIPPE BOURGUIGNON Chair Miraval Resort & Spa
W
hen I became CEO,” sa ys Philippe Bourgui-
gnon, “the marketing people were in charge, there was no innovation and Michael Tompkins, wasn’t empowered to take risks. So I changed the marketing people, promoted Michael and told him ‘go and innovate – make Miraval the best it can be.’ “We froze development for two years to
focus on innovation, so we could use this as a base from which to grow, rather than spending on marketing an old product.
SPA BUSINESS 4 2012 ©Cybertrek 2012
“We created a programme called Experts in Residence to create a fl ow of new ideas and then selected the best of them. T is brought about improvements, but Miraval isn’t just about the programmes, activities and thera- pists – we also had to improve the facilities. “T e old spa didn’t refl ect where Miraval
was going – we were doing innovative treat- ments in an out-of-date facility, so we’ve invested in a total redesign to create the new Miraval Life in Balance Spa with Clar- ins, with design by Clodagh and architecture by Mithun. T e spa is stunning, warm, ele- gant and straightforward – and not bling bling. Clodagh has created a wonderful tran- sitional experience with the new entrance. “Now we have the ideal product, our plan is
to duplicate Miraval. We need to go to upstate New York, south-east USA, southern Califor- nia and northern California/Oregon – and
maybe one more. We don’t want loads – per- haps four to six over the next few years. “We believe spa will develop more as a prox-
imity market – somewhere you can go on a two-day trip. As air travel gets more diffi cult and expensive, we see the driving market as a strong trend and think we can get half our clientele from within a two-hour drive. “Spas are becoming mainstream,” says Bour-
guignon, “they used to be for idle women and in some cases for if you were ill, but they’re becoming part of people’s lives. T e good they can do is incredible, most especially in enabling people to become more educated about how to keep themselves healthy. “People come to Miraval to discover some-
thing more about themselves. You don’t come to Miraval to change yourself, you leave Miraval having discovered that you can change yourself.”
Read Spa Business online
spabusiness.com / digital 61
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