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INDUSTRY INSIGHTS Spa Foresight 2014 Spa ForesightTM looks at trends and influences, and identifies opportunities for industry growth and diversification. Liz Terry and Katie Barnes report FROM SPA BUSINESS MAGAZINE


SKILLS REGISTER GET ENLISTED


In 2013, a global initiative by the Global Spa & Wellness Summit set out to defi ne the role and skills necessary for spa managers/directors. This is an important step in developing globally recognised standards for spa management, which will fi lter down to management education and training. One area highlighted for further


discussion is the potential for “an industry-level accreditation for spa management training programmes/ curricula that meet industry standards for quality and content”. In line with this thinking, UK trade


body Habia has already developed a professional register for spa, nail and beauty qualifi cations to measure existing qualifi cations against national standards. Launched in October and set to work in a similar way to REPS and EREPS in the fi tness sector, it will also involve the voluntary registration of staff who can demonstrate their professional competence – including spa professionals in health club spas that provide treatments.


52 Health Club Handbook 2014 MORE WITH LESS GETTING CREATIVE


The recession put spa businesses under pressure to innovate without spending, so operators found ways to create value without increasing costs, using the same facilities and staff. Much of this innovation has been


around creating customised or added- value experiences which represent an


HOME SPA PERSONAL SPACES


The trend towards home spa treatments will move to the next level, with people choosing to add spa facilities to their homes. This won’t just be the preserve of the super-rich, with more ordinary working people adding gyms, meditation spaces, steamrooms, saunas, infrared rooms and whirlpool baths. The trend


upsell from standard treatment menus, thereby creating a higher perceived value. Future innovation is likely to follow this


model, as economies rally and spas seek to achieve income growth while maintaining lower cost bases. Indeed, we expect spas to customise more – the little things can make the biggest difference and can be cheap to deliver. Wrap a customer’s feet in a blanket during a massage to keep them snug, steam or press clothes while they’re having a treatment, or give a take-home gift.


towards therapists paying home visits will also continue. Rather than viewing this as competition,


health club spas should embrace consumers’ deeper commitment to a spa lifestyle. By engaging in these wellness routines more of the time, people’s focus on self-care will rise, creating opportunities for the spa to function as an expert hub and repository of knowledge. These consumers are also likely to visit the club more as a result of this higher level of involvement.


People’s focus on self-care will rise, creating opportunities for spas to act as expert hubs


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