OPINION: RUSSIA
There are an estimated 1,000 spas in Russia, plus 2,000 traditional health resorts and sanatoriums
The economy isn’t currently as strong as it has been – the rouble crashed 11 per cent in the aftermath of the Ukraine incident – and this makes it very expensive to import products from overseas
O 70
ne of the best things about Russian spa specialists is that they’re highly-trained [thanks to the health
sanatorium tradition]. They must go through two to three years of medical training and this means they’re able to solve clients’ body problems by carrying out detailed diagnoses and then recom- mending holistic solutions. Many of them also travel either to Europe, Japan or Thailand to learn their trade and this means they arrive with a broad range of infl uences and ideas. As a city spa, this enables us to diversify
our off ering. It’s important that we can cater for all of our clients’ needs while remaining innovative, so it’s vital that our staff are creative and able to form long- term relationships with customers. The fact that Russian spa specialists are
very creative, multi-disciplined and each bring their own personal approach can
Julia Johansson CEO, Spa Orient Express
also be a downside though. Their urge to individualise treatments means they’re nearly impossible to train to a set level of consistency and they frequently break protocol – although this is mainly because they want to deliver as much as they can and satisfy every need of their client. From a product point of view, Russians
expect instant results and like to use diff erent products, so some international hotel spas struggle because of their single- brand tie-ups. Rents are very high in Moscow and retail makes up around 25-28 per cent of spa income, but one of the big threats is that clients are starting to buy discounted products from retail outlets.
Spas are trying to counter that by pursu- ing city-exclusive tie-ups for sought-after products, but this can also be problematic. The economy isn’t currently as strong as it has been – the rouble crashed 11 per cent in the aftermath of the Ukraine incident – and this makes it very expensive to import products from overseas, especially when you factor in registration and other administrative prices.
Johansson has been CEO of central Moscow’s Spa Orient Express for almost 15 years. The facility also houses one of Madonna’s Hard Candy Fitness gyms. Details:
www.orientexpress-spa.ru
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