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Go to the cinema and have a snack and you spend £30, or go to a football


match for two hours and you spend the same amount. We’re charging £37 for a three hour World of Spa session so, by comparison, it sits very well and we’re providing a much more exclusive product


The World of Spa is a social space which can accommodate up to 150 people at a time and groups of friends who go there may use the time to catch up, talk and relax together. But as there’s a physical limit to how many people can use the mini spa zones, there’s always a tranquil area for people in need of quieter corners.


New market generator Of course, all of the equipment, water systems and technical requirements of the World of Spa, not to mention the sheer size of it, make it an expensive addition to the Aqua Sana. In total, it cost around £10m (US$17.1m, €12.6m). But Camilleri says the


A stand in the Herbal Spa lets people smell and touch diff erent herbs (top); Camilleri fi nds the Himalayan Salt Steam Room the most therapeutic experience (above)


fi gures stack up: “Half of our spa revenue comes from the World of Spa,” adding that it’s open to day spa visitors as well as on-site guests (see p80). Interestingly, a World of Spa session enables Center Parcs to add extra value to a spa day package too instead of off ering a complimentary or discounted treatment. “The World of Spa is also less labour


intensive,” says Camilleri. “Overall the Aqua Sana employs around 90 staff and


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only a small percentage of them are required to run the World of Spa.” The World of Spa is more than just a


revenue generator, however. It’s a key diff erentiator for Center Parcs and it’s opening the spa up to a number of new markets. The price of a spa treatment can be a barrier to entry, but the aff ordability of the World of Spa means it’s attracting spa virgins – around half of the customers have never been to a spa before says Camilleri. “Go to the cinema and have a snack and you spend £30, or go to a football match for two hours and you spend the same amount. We’re charging £37 [at entry level] for a three hour session so, by comparison, it


79


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