wellness market by: organising ongoing well- ness symposiums; inviting leading thinkers and organisations in the wellness industry to educate the spa industry; and facilitating dia- logue with the beauty/anti-ageing, fi tness and conventional medical sectors. ■ Building a body of evidence-based con- sumer research that connects spa to wellness. Consumer research sponsored by regional or country industry associations and focusing on wellness consumers within specifi c markets and regions would benefi t many spa stakeholders. ■ Facilitating and publicising evidence-based/ scientifi c research on wellness approaches by: consolidating and making more accessible the existing evidence-based research studies on the benefi ts of spa and alternative therapies; encouraging more clinical studies by reaching out to the medical and research community; and off ering a global research award for orig- inal research on the health benefi ts/eff ects of spa-related treatments. For the conventional medical community to widely accept, recom- mend and prescribe spa-based treatments, they will need to see the data delivered by rigor- ously designed clinical trials. With the medical community on board, employers, insurers and public health offi cials are likely to follow suit, which will off er spas increased access to insur- ance reimbursement and wellness programmes funded by employers and governments. ■ Supporting new industry research to raise awareness of and attract investment in wellness opportunities. Research areas might include: fi nancial benchmarks and metrics for spa and wellness-related sectors; case studies of suc- cessful wellness-oriented business models; and spa industry size and economic impact stud- ies at regional and country levels. ■ Connecting with wellness-related public sec- tor tourism and public health organisations to leverage their resources by: building an ongo- ing dialogue with global tourism organisations, such as WTO and WTTC about the role of spas
www.spahandbook.com
FIGURE 2: OPPORTUNITIES FOR SPA IN THE WELLNESS INDUSTRY Conventional,
treatment-oriented approaches
(to solve problems) REACTIVE TREATMENT PARADIGM
Reactive / treatment-oriented opportunities for spa
■ Partner with conventional medical establishments to deliver complementary and integrated healing services
■ Partner with the medical industry to conduct evidence-based research
■ Partner with the medical tourism industry to create complementary services
Proactive / wellness-oriented opportunities for spa
■ Repackage and develop new off erings to defi ne and market spas as a wellness necessity
■ Help consumers understand and select the spa's wellness off erings
■ Provide continuity of care to customers
Workplace wellness opportunities for spa
■ Deliver executive health services ■ Manage general wellness of employees
in the medical and wellness tourism markets; reaching out to regional tourism organisations and ministries, to leverage the promotion and brand-building that has been done at the coun- try/regional levels; and making connections with public health authorities, such as govern- ment-funded medical research institutions. ■ Teaching spa therapists to understand and promote wellness by working with major spa therapist training schools to provide guidance on new curriculum that would address well- ness concepts and teach spa therapists how to educate their customers in holistic well- ness principles and behaviours.
■ Educating spa management on wellness concepts and business savvy by working with spa management training programmes/uni- versities to reflect future market needs in the curriculum, eg incorporating a wellness theory component; providing additional edu- cation on trends and operational approaches in other wellness-related sectors such as fi t- ness, medicine, corporate wellness, healthy ageing/beauty arenas; and providing more extensive course work on business develop- ment, promotion and marketing. ● To fi nd out about the industry’s response to some of these points turn to p82
spa business handbook 2011 81 WELLNESS OPPORTUNITIES Integrated,
wellness-oriented approaches
(to improve quality of life) WELLNESS PARADIGM PROACTIVE
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