AN ESPA PROMOTION
conference calls with our spa directors, we do the budgets and we work closely with them on promotions and marketing activities. We have the expertise to do all this and it more than pays for itself. With the spas we design from scratch,
we think very carefully about non-revenue producing areas and whether and how we incorporate them; this includes relaxation areas and also wet thermal areas, which are very expensive to build. With all the spas we work with,
including those we did not design, we look very closely at the breakdown of male versus female guests, whether there’s a local market and whether or not we’re going to off er memberships. We make sure the treatment menu is succinct, and that every member of the team is trained to deliver a consistently excellent guest experience. We emphasise the importance of building customer loyalty and effi cient database management. Obviously, retail is crucial and we’ve
got some very interesting concepts in that area that are working very well. These include employing retail specialists, emphasising touch and feel in displays, and rewarding both spa customers and our own clients for online retailing, then driving those customers back into the spa. And we’ve also got an in-room spa amenities range, which further promotes both our products and the spa.
Have you opened any stand-out spas recently? With so many projects opening over the last year, it’s hard to pick just one or two, though we have had some fi rsts.
The lounge at Al Faisaliah Spa by ESPA in Saudia Arabia (above) is adorned with Swarovski crystals
ESPA at Fairmont Baku is our fi rst spa in Azerbaijan. It’s part of the Flame Towers complex overlooking the Caspian Sea and is just breathtaking. And we’ve opened our fi rst spa in Saudi Arabia: the Al Faisaliah Spa by ESPA in Riyadh, designed in partnership with Her Highness Princess Al Anoud Bint Khaled Bin Abdullah Al Saud. It’s located within the Al Faisaliah Hotel, managed by Rosewood, and is the fi rst fi ve-star ladies’ spa in the country.
Other new branded spas include
Ritz-Carlton Spas in Kyoto, Bangalore and Abu Dhabi; ESPA at The Joule in Dallas; and Nizuc Spa by ESPA in Punta Nizuc, Mexico. We’ve also opened some really lovely partnership spas, such as Spa Mont Blanc at the Four Seasons Hotel des Bergues in Geneva and The Peninsula Spa at the Peninsula Paris.
What new products and treatments have you launched recently? We’ve just launched Optimal Skin ProCleanser, a beautifully versatile three- in-one product combining a gel cleanser, exfoliator and mask; and in January we’ll launch SuperActive™ Skin Radiance
The heat room at the subterranean ESPA at The Joule, Dallas (left); and the indoor hot pool at Nizuc Spa by ESPA, Mexico (right) 56 Read Spa Business online
spabusiness.com/digital Spa Business 4 2014 ©Cybertrek 2014
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