INTERVIEW: STEVE JEISMAN pure inspiration Every treatment at Alila is
detailed in a training manual to ensure the brand essence is maintained
Spa Alila believes in all things natural, whether it be the Alila Living products or organic spa ingredients that complement our treatment range.
It’s a tack Jeisman will be trying for
new openings which are proving the most diffi cult to recruit for. “It’s getting harder every year as salaries keep going up by 20 per cent [annually], and it’s still not enough to stop them from going overseas once they’ve got the experience.” It’s not such a serious problem for the
more established spas, he says, where staff turnover has been a highly commendable 5 per cent over the last eight years. He puts this down to localisation, saying that “at some properties therapists all come from the local village and they don’t really want to move anywhere else.”
Important KPIs Perhaps another reason why staff turnover is low is because the welfare of therapists is considered one of the most important key performance indicators (KPIs) at Alila. “The health and wellbeing of the therapist has such a dramatic impact on our business and how we look after guests,” explains Jeisman. “The number two priority is the service and making sure core standards are met. We know that leaving 30 minutes between treat- ments [for guests to sleep] will eff ect our revenue, but it’s about brand standards.” And it seems that not compromising in
these areas is paying off . “The number of guests who visit a spa twice in their stay can be as high as 25 per cent and believe it or not they spend 30 per cent more than the fi rst time round.”
Our carrier massage oils are a pure blend of virgin coconut, sweet almond, kukui nut and wheat germ oils, rich in healing, nutritive and aromatherapeutic qualities.
Virgin coconut oil is a truly unrefined coconut oil which we source from villages in East Bali, where fresh coconut is shredded then cold-pressed to make coconut milk, fermented then separated and filtered. Virgin coconut oil has a much longer shelf life than most other carrier oils due to its natural antioxidant properties and is best applied directly to the skin for moisturising and conditioning.
Sweet almond oil is an excellent scent-free carrier oil for aromatherapy essential oils and is also remedial in the treatment of itching, inflammation and dryness. Rich in minerals and antioxidants, with proteins and vitamins D and E, sweet almond oil is often referred to in naturopathy as the queen of all carrier oils.
Mother-to-be and nut-free oils are also available at Spa Alila.
Of course, Jeisman keeps an eye on
the money too and reveals that the spas at Alila account for 5 to 10 per cent of the company’s overall revenue. But even then his approach to revenue management is slightly diff erent. “I’m not too concerned if spas don’t reach their bottom line budget,” he says. “If they set their sights on meeting the average spend per guest and capture rate they’ve done a good job.” His reasoning is that these KPIs give more of a sense of achievement than budget forecasts when hotel occupancy is low. To monitor progress, Jeisman explains
There are 60 diff erent spa and amenity products under the Alila Living brand
46
that spa managers produce a dashboard which has a mix of fi nancial and marketing stats to show exactly where revenue streams come from and where they need to go. If targets aren’t met, one of the fi rst things they look at is capture rate per nationality. He explains: “Let’s say the Japanese market makes up 30 per cent of hotel occupancy but accounts for only 2-3 per cent of spa revenue. We look at why that market isn’t coming to the spa – they might have ties to diff erent spas – and then
Alila monitors the wellbeing of therapists because their health has a dramatic impact on all aspects of the business
we create a marketing plan to resolve that issue. So we look at everything in detail.”
Investment and growth In the next four years, Alila is planning to open 19 more properties (see p44) and all except for one will have a spa. As the company grows, the majority of new devel- opments will be based on management agreements, apart from new properties in Indonesia which Alila will also own. Jeisman confi rms that there are no
plans at present to off er spa management services to third-party operators, adding that as he’s the only employee at a spa director level he’s not short of work. However, things will undoubtedly get
busier following a new partnership with US-based operator Commune Hotels & Resorts which was announced in May. The alliance is a result of Geolo Capital, the private equity fi rm that owns Commune,
Read Spa Business online
spabusiness.com/digital Spa Business 4 2014 ©Cybertrek 2014
pure inspiration
Spa Alila believes
in all
things natural, whether
it be the Alila Living products or organic spa ingredients that complement our treatment range.
Our carrier massage oils are a pure blend of virgin coconut, sweet almond, kukui nut and wheat germ oils, rich in healing, nutritive and aromatherapeutic qualities.
Virgin coconut oil East Bali, where fresh coconut
is a truly unrefined coconut oil which we source from villages is
fermented then separated and filtered. Virgin coconut oil has a much longer shelf than most other
carrier oils due to its natural Sweet almond oil antioxidant properties applied directly to the skin for moisturising and conditioning. and is also remedial
is an excellent scent-free carrier oil in the treatment of
itching,
minerals and antioxidants, with proteins and vitamins D and E, often referred to in naturopathy as the queen of all carrier oils.
Mother-to-be and nut-free oils are also available at Spa Alila.
for aromatherapy essential oils inflammation and dryness. Rich in sweet almond oil
is in
shredded then cold-pressed to make coconut milk, life
and is best
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92 |
Page 93 |
Page 94 |
Page 95 |
Page 96 |
Page 97 |
Page 98 |
Page 99 |
Page 100 |
Page 101 |
Page 102 |
Page 103 |
Page 104 |
Page 105 |
Page 106 |
Page 107 |
Page 108 |
Page 109 |
Page 110 |
Page 111 |
Page 112 |
Page 113 |
Page 114 |
Page 115 |
Page 116 |
Page 117 |
Page 118