All spa facilities, including the large hydropool area, are for pre-booked, private use only
“OUR MEMBERSHIP WENT OVER CAPACITY RECENTLY. WE’RE AIMING TO LOWER IT, BUT ARE PUTTING UP FEES TO MAINTAIN INCOME”
treatments, and while the average stay in the spa is two hours, we have some members who come all day, every day. They tell us they feel Al Corniche is their home.” She continues: “Our main concern
Cabanas can be rented for day use
treatments for life, and all members still receive one complimentary spa treatment on joining. They then receive ongoing discounts in the spa, with many regularly incorporating spa into their visits. “Women will come in and leave their kids in the crèche while they go to the spa, while on a summer weekend we can easily have 1,500 members visiting us in one day and staying all day,” explains Oliver. Davydova agrees: “Women, especially
Premier members, come to the spa for the social aspect – they chat, have tea… It’s common for guests to book multiple
july 2012 © cybertrek 2012
is certainly to keep members happy – ultimately the whole of Al Corniche is one big profi t centre – but at the end of the day we’re still a business, and the spa is a great way to introduce people to the club. We’re doing a marketing campaign now to promote the spa to non- members, and we hope to get their share of the business up to 40 per cent.” But, adds Oliver: “The focus for non-member usage will be during the week, when we’re currently at around 50–60 per cent capacity. During our busy weekends, we aim to reach 100 per cent spa occupancy with members only.”
looking forward So can a club like Al Corniche become too popular? “Our aim is to be consistent, not too successful,” says Oliver. “We never advertise – all our
members are gained by word-of-mouth. But our membership went over capacity recently: with the unrest in the region, a lot of Lebanese and Egyptians for example stayed in Kuwait, while locals also stopped travelling. We went up to 3,800 members, which was too many. We currently have just over 3,400 members and we’re aiming to lower that to 3,200 or 3,300. However, we’ll be putting fees up to maintain the same income – it’s all about increasing yield. We’ve stopped all corporate rates and have increased our family focus. We’re being very honest and open about this. “Al Corniche is the only exclusive
family club in Kuwait. We’ll be defi ning our positioning even more clearly along those lines going forward – the family market is huge here, with very little on offer. Everything we do will be designed around how a family can get the most from our club, with a strong focus on kids’ activities.”
kate cracknell Read Health Club Management online at
healthclubmanagement.co.uk/digital 39
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