BUSINESS ANALYSIS The BodyHoliday, St Lucia
A
s therapists’ wages and product prices fluctuate around the world, this can have a bearing on the feasibility of an inclusive
approach. Set in the Caribbean, The Body- Holiday in St Lucia has just celebrated its 25th anniversary. When the family business was founded, no comparable destinations were offering the same unique approach to health, fitness and wellbeing – it’s award- winning ethos is ‘Give us your body for a week and we’ll give you back your mind’. A decision was taken early on to include spa treatments as part of the room rate. “By giving away treatments daily, you do end up sacrificing revenue and in this part of the world, spa is an expensive service to pro- vide,” says Andrew Barnard, deputy managing director of SunSwept Resorts, which owns The BodyHoliday. “We began with two daily treatments but reduced this to one because the revenue loss was too much. So you have to make sure it’s right for your business model.” But there are also advantages, explains
Barnard: “Aside from the marketing value, the inclusive treatment factor contributes to our proposition as the number one wellness destination in the Caribbean.” An impressive wellness centre compris- ing 33 treatment rooms serves the 154-key resort. Open daily between 9am and 6pm, the
Inclusive treatments contribute to The BodyHoliday’s image as the top wellness destination in the Caribbean
While the wellness centre does generate
centre employs 65 therapists who complete approximately 250 treatments per day. Nearly all guests take up their free treatment from a choice of seven, 50-minute facial, body and massage therapies. These are just a taster of the extensive range of treatments available on the à la carte menu. Over 20 per cent of guests book additional paid-for treatments but Barnard explains there’s also a number of other sporting, fitness and wellbeing activi- ties available on a complimentary basis. “Our male guests, for example, might take their treatment but will then get involved with water sports or try an activity to manage stress such as yoga,” he says.
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revenue from upgraded treatments and associated retail sales, Barnard points out that offering something for free doesn’t necessarily guarantee additional purchases. “It’s all about perceived value,” he comments. “If a customer has paid £200 for a facial, then a £50 cream to take home becomes relative in terms of value. But when the treatment is free, the same £50 cream can be perceived as expensive. This can then lead to more resistance to purchase.” Despite these challenges, Barnard
acknowledges that visitors who come to The BodyHoliday seeking wellness do see the value in having a complimentary daily spa treatment. In fact, some have come to expect it. “It’s a cost we will continue to factor into our room rate,” concludes Barnard. “It is associated with our brand and is one of the factors that has helped us to carve out our niche in the marketplace.” l
Neena Dhillon is a spa, hotel and travel journalist Email:
ndhillon@spabusiness.com
Spa Business 1 2014 ©Cybertrek 2014
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