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HOLIDAY VILLAGE SPA


sits very well and we’re providing a much more exclusive and exotic product.” It’s also helping to attract men, who


make up 40 per cent of World of Spa customers. “I don’t know whether it was a stroke of luck, but it’s the single most successful ingredient we have to bring men into the business,” says Camilleri. “They don’t see it as a ladies-only place, they see it as an adult swimming area for men – almost a wet playground if you want to call it that. After a while they try out the saunas and the steamrooms and they love it. They then start getting curious about the smell or the temperature and


SPA PRICES


ON-SITE GUESTS Fifty-eight per cent of customers at Aqua Sana spas are on-site guests. They can book any à la carte treatment, where a 55-minute massage starts at £65 (US$111, €82). Or they can experience the World of Spa through a number of packages. The cheapest offer is a three-hour World of Spa week day session which costs £37 (US$63, €47) per person and goes up to £42 (US$72, €53) each at the weekend.


80 A full Spa Day for two


people, from 9am-6pm, which includes lunch, costs £110 (US$188, €139 in total.


DAY SPA VISITORS Forty-two per cent of Aqua Sana spa customers are day spa visitors who currently have a choice of 15 spa packages. Once on-site they can book à la carte treatments too depending on availability. The entry level


package is the Spa Day which includes access


to the World of Spa from 9am-6pm, plus lunch, for £69 (US$118, €87) per person. For those who want to push the boat out, the Luxury Spa Break costs £249 (US$424, €315) per person and includes an overnight stay in a spa suite, two full days’ access to the World of Spa from 9am-9pm, a 55-minute face or body treatment each, lunch, breakfast and a £20 (US$34, €25) evening meal voucher per person.


Forty per cent of spa-goers are male and Camilleri says the main reason they visit is because of the World of Spa


start asking questions. Once people ask questions, they’re involved.” He adds that the World of Spa is even


helping to drum up extra business for the resort itself. “The day spa visitors come in groups and many of them haven’t been to a Center Parcs village before. They come because a friend’s told them we have the best spa, but that’s another opportunity for us to get people to cross the threshold and come to Center Parcs.”


Never stop trying Although the Aqua Sana has only just opened, Camilleri is already thinking about the future. As part of the second phase of development there’s permission to build six more spa suites. “It’s a very exciting move to bring in spa accommoda- tion,” he says. “I’m pleased that the spa suites have direct access to the spa, but I feel there’s an opportunity for the hotel rooms to have a direct link too. Whatever product you have, you should never stop trying. You should continuously test it and make sure you are your best critic.” He adds: “We can’t relax as we’re always


looking for new markets,” and points to the steadily increasing corporate business as another potential avenue. There’s also a possibility to expand the


spa into the adjacent woodland to include an outdoor spa, possibly with barefoot walkways. Camilleri concludes: “The overall goal is to keep innovating and making the spa better. But for now, we can say quite unashamedly that we have the best spa in the UK.” l Read an interview with Center Parcs managing director Martin Dalby in our sister publication Leisure Management: http://lei.sr?a=7C2h7


Katie Barnes is the managing editor of Spa Business magazine Tel: +44 1462 471925 Email: katiebarnes@ spabusiness.com Twitter: @SpaBusinessKB


Read Spa Business online spabusiness.com / digital Spa Business 3 2014 ©Cybertrek 2014


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