T
here’s much potential to increase spend from clients, as the arrival of big international firms in Russia has driven up
wages, leading to more disposable income for the middle classes. The women here are highly competitive when it comes to looking good and are happy to pay for it. We’re also seeing a noticeable shift in the media towards health and well- ness – perhaps reflecting the interest of readers – with a lot more articles focusing on fitness, diet and beauty. In terms of weaknesses of the spa
industry, infrastructure still leaves a lot to be desired and there’s a lack of qualified spa managers, although the work of the Spa and Wellness International Council is doing a lot to improve this (see p70). At the moment, the bulk of investment comes from wealthy Russians, who want to own a beautiful business, but lack the nous to make this a reality. As a result, we’re seeing a lot more tie-ups between
Ekaterina Sharkova
Assistant manager at Mandara Spa, Lotte Hotel Moscow
Russian investors and firms from the EU, something I hope will help to hasten the improvement of standards. However, overseas investment regulations in Russia are still quite strict, so it’s essential that international companies which are looking to move into the market have strong Russian partners. As you might expect, we’re seeing many more spa consultants popping up to bridge the gap. Hospitality developments in Sochi,
sparked by the Winter Olympics, have attracted several international players and again, this will hopefully drive up stand- ards. There’s also the 2018 World Cup on the horizon and I think there’s a real gap in the market for affordable four-star hotels,
whose numbers are currently dwarfed by exorbitant five-star establishments. Whether a lot of this will be successful hinges largely on international relations. It’s becoming easier to get a Russian [tourist] visa, but it still requires a lot of time and money, so agreements between countries will be key to boosting visa accessibility and getting more people coming to visit.
A key member of the Mandara Spa team at Lotte Hotel Moscow, Sharkova has contributed to the success of the facility which has won numerous awards since opening in 2011. Details:
www.mandaraspa.com
Overseas investment regulations in Russia are still quite strict, so it’s essential that international companies which are looking to move into the market have strong Russian partners
W
e’re seeing a generational shift in Russia’s spa clientele, which could yet become one of its
biggest strengths. The baby boomers who used to visit spas for self-indulgence, are more wellness-focused, motivated by the need of active longevity. Meanwhile, spas are becoming an essential component of a healthy lifestyle for new generations of clients, who’ve left university and are now earning competitive salaries. There’s also an interesting trend
towards spas for children. It’s a concept I first tried out in 2002 and I’ve since advised on an increasing number of projects. In Kazan, an existing kids spa is now expanding to become a wellness centre offering hydrotherapy, halotherapy and kinesiotherapy. New spas in Russia can easily compete
with the best facilities in western Europe and the Americas with their picturesque locations, innovation, medical training, menus and designs. However, the service skills of our massage and beauty therapists leave a lot to be desired. Aside
Spa Business 4 2
Elena Bogacheva
Founder and president, Spa and Wellness International Council (SWIC)
from better training, we have to change the mentality of staff, to shift from the supervisory attitude of former physicians and nurses to a sincere willingness to serve and please. There have generally been very strict
regulations for spa services in Russia which has made it difficult for the industry to expand with confidence and attract investment. Because health resorts/ sanatoriums have been intrinsic to the industry, all facilities needed to obtain a medical licence to operate and were regulated by the healthcare system – even if they were only offering manicures or pedicures. But in January, two National Standards for Spas and new codes were adopted so non-medical spas no longer need to operate under Health Ministry standards or obtain a medical licence. This
s 3 2014 ©Cybertrek 2014 Read Spa Business online
spabusiness.com / digital
was a major achievement for SWIC [which led the negotiations] and the spa industry. Old health resorts in the south are hot
spots for development. They have a wide range of scientifically-proven healing methods, skilled medical staff and are often based around mineral sources. The resort town Kislovodsk, with its unique springs, is on its way to becoming the Russian Carlsbad. Likewise the city of Sochi, with its therapeutic ‘macesta’ muds now has infrastructure from the Olympics and has huge potential to become a hub for international wellness tourism.
A pioneer of the Russian spa industry, Bogacheva founded SWIC in 2010 to help raise standards and drive forward development in the sector. Details:
www.1swic.ru
69
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