With the recent introduction of a resident doctor specialising in naturopathy, Fusion Maia Da Nang will also offer advanced alternative therapies such as acupuncture that come with a fee attached. Elsewhere the team doesn’t push retail
products because selling is not part of the destination’s philosophy. Indeed the spa- inclusive concept, in combination with activities such as yoga and meditation, brings a distinctive atmosphere of overall wellbeing to the resort, according to Ford. This has contributed to a steady increase in occupancy, with over 70 per cent reached in the third year of operation. Treatment costs have been taken into consideration from the outset when it comes to setting room rates. Specifi cally, the resort’s founders have accounted for the costs – namely electricity, oils and therapist time – of four treatments per room, per day. Yet Ford points out that Fusion Maia still offers great value – US$429 (€314, £258) a night – compared to other pool villa resorts
Spa Business 1 2014 ©Cybertrek 2014
Although the cost of treatments has been added to the room rate, Fusion Maia’s prices are still competitive and the inclusive off er is a key diff erentiator
in Vietnam and Thailand, including direct competitors. Early calculations based on resort occupancy also mean that the spa team is prepared operationally, as Ford confi rms:
“Our spa capacity was built on the basis of a 100 per cent capture rate so we have the facilities and staff to deal with demand. We don’t need to make adjustments for peak periods or differing capture rates.” Consistency of demand – the spa has
achieved the predicted near-100 per cent cap- ture rate – has meant that staff scheduling is fairly straightforward. While there were early challenges in training a suffi cient number of therapists with the required skill sets, the 80-strong team now includes a contingent of 10 therapists who cover annual leave, mater- nity cover and compensation days. Ford adds
that specialist trainers also “show therapists how to restore and balance their own energy as part of our staff wellness programme.” Another obstacle that quickly had to be
overcome was the development of a software system capable of booking a complex variety and high volume of treatments. “ESP Online has customised elements and introduced additional features to its software system in response to the needs of our operation,” Ford explains. “We use colour to highlight different guest profi les, such as fi rst timers who need a consultation; we’ve found ways of inputting bookings into the system faster; reports are adjusted to highlight the arrival times of guests into the resort; and we run from reservation screens only because we don’t have a billing component.” At Fusion Maia, the spa inclusive concept is an integral part of the brand’s DNA. It’s been responsible for generating a crucial marketing buzz, which helps to drive up demand and occupancy, in turn covering the costs of the spa operation.
Read Spa Business online
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