Currently at the
start-up phase, Vietnam’s fi rst spa association will focus on international standards, training and collaboration
Promoting central Vietnam
T
Banyan Tree thinks Vietnam has potential to be the next Phuket or Bali
he Central Coast Vietnam (CCV) Destination Market- ing Organisation, has been
formed by private stakeholders with a vested interested in the growth of tourism in region spanning Da Nang, Hoi An, Hue and My Son Sanctuary. Its aim is to raise the region’s pro-
fi le, says chair Louk Lennaerts: “CCV is a beach destination, with cultural and entertainment values, not just a place for a short stopover. By using the network of contacts shared by our members, we intend to tell the story that CCV is the new alternative to Bali and Thailand. “Our focus is on cooperation with
Banyan Tree has committed to sourcing 70
per cent of staff from the local provinces and the remaining 30 per cent from across Vietnam
Chinese, Singaporeans and Hong Kong resi- dents wanting a long weekend away. We need more direct fl ights to bring traffi c to Da Nang but we have an international airport so I don’t see this being an issue over time. We think this destination has the potential to be the next Phuket or Bali.” The Vietnamese, too, are a key target mar-
ket and membership to the on-site country club, which includes discounts on spa ser- vices, is aimed at affl uent residents of towns such as Hue and Da Nang, as well as weekend trippers from Hanoi. Indeed the local party secretary is a regular visitor to the golf course. One of the group’s biggest commitments has been to the training of local staff across
Spa Business 3 2013 ©Cybertrek 2013
the resort. Despite having to start from scratch in some cases, including teaching basic English and hospitality skills, Ban- yan Tree has committed to sourcing 70 per cent of staff from the local provinces and the remaining 30 per cent from across Vietnam. In terms of the Banyan Tree and Angsana
Spas – comprising a facility of six spacious, stand-alone spa pavilions and a 10-treat- ment room complex respectively, both of which aim for a 20 per cent capture rate – Chandran says there has been no tempta- tion to lean on Thai or Balinese therapists. The group has recruited heavily in Vietnam instead, with therapists enrolled in its Ban- yan Tree Spa Academy training programme.
airlines to ensure more direct fl ights from hubs such as Korea, Hong Kong and Singapore. We’re also seeking direct connections from gateways including Bangkok, China and Aus- tralia, to open up new markets. “Spa has a part to play and as new
concepts are developed, this will help to introduce an image of Viet- nam as a wellness destination.”
Fledgling spa association
S
pearheaded by Fusion Resorts and other spa oper- ators, plans are afoot for
Vietnam’s first spa association, with membership slated to be open to facilities across the country. Currently at the start-up licensing phase, the association intends to focus on international standards, training and collaboration. A spa school is expected to follow in phase two, but this will be closely linked to Fusion Maia Da Nang resort.
Read Spa Business online
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