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BUSINESS ANALYSIS


NEENA DHILLON, JOURNALIST, SPA BUSINESS


SPA INCLUSIVE


Does off ering a daily spa treatment as part of a hotel’s standard room rate make good business sense? We ask three operators about their experiences


Fusion Maia Da Nang, Vietnam ‘W


hy didn’t anyone think about it before…?’ is the witty tag line for a resort that’s differentiating itself


in the fi ercely competitive Asian market by wrapping up spa treatments into its room rates. Guests of Fusion Maia Da Nang in Vietnam (see SB13/3 p54) aren’t required to book a spa package or elevated rack rate to receive complimentary treatments. Instead every guest qualifi es for two daily treatments. Ironically, one of the biggest challenges for Fusion Maia Da Nang, which describes itself as ‘Asia’s fi rst all spa inclusive resort’, has been persuading people that its offer is genuine, as general manager Michelle Ford explains: “At the beginning, we had to convince the industry there was no catch.


The product had to be experienced fi rst hand by journalists, travel agents and sales rep- resentatives to help spread word of mouth.” Since the ‘spa inclusive’ concept has been factored into the 87-villa resort from its launch in 2010, there is a sizeable treatment facility on-site including 16 double treatment rooms, two beauty salons with 12 stations each, steamrooms, saunas, whirlpools, yoga studio, retail boutique and library. A perma- nent team of 80 therapists man the spa, open daily between 10am and 10pm (although it opens two hours earlier during peak periods). Guests can choose any treatment, regardless of length (typically 30 to 50 minutes), or any Natural Living wellbeing activity such as yoga, meditation or fi tness. Once they’ve completed their two guaranteed treatments,


they can request additional complimentary therapies on the day, subject to availability. Functioning at maximum capacity, the spa delivers up to 45 treatments per hour. So, how is this all achieved? Ford explains that they started by offering a small menu of popular treatments. This allowed time for the large team to be fully trained during the launch phase. The range of signature treatments has grown in tandem with the development of senior and master therapists and specialist consultants over the past three years. New options such as a bamboo (lymphatic drainage) massage, marble stone trigger point therapy and rose crystal chakra treatment are being added to the existing list of 20-plus massage, bodycare, beauty and holistic treatments.


The spa has 80 therapists and can deliver up to 45 treatments an hour


44 Read Spa Business online spabusiness.com / digital


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