Letters 2 2015 Letters KATIE BARNES, MANAGING EDITOR, SPA BUSINESS
Do you have a strong opinion, or disagree with somebody else’s point of view on topics related to the spa industry? If so, Spa Business would love to hear from you. Email your letters, thoughts and suggestions to
theteam@spabusiness.com
The new Zeel website sells in-home massages direct to clients and poses a threat to spa businesses
ARE SPAS PREPARED FOR BUSINESS DISRUPTORS? Matthew Brennan, director, Horwath HTL Health & Wellness
The global spa industry is growing, both in terms of consumer awareness and industry size. With growth comes opportunity which is attracting more entrepreneurs, innovators and investors who would otherwise not be interested in our sector. New market entrants bring with them
disruptive business models and the hospitality, spa and wellness arena is an easy target. Why? Because its traditional businesses require high levels of invest- ment and fi xed overheads. Early disruptors include Airbnb and the less popular but growing Zeel. Zeel off ers a digital platform that sells in-home massages which are delivered by licensed and vetted massage therapists. It’s cur- rently operating in New York City, Long
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spabusiness.com issue 2 2015 ©CYBERTREK 2015
Island, North Jersey, Miami and San Francisco. If spa owners and operators
are to combat new market entrants, appropriate steps must be taken. To remain relevant, they must understand why these concepts are grow- ing and adapt their businesses. At their core, these business- disruption concepts create community, they create acceptance, they create camaraderie and they’re convenient. Operators should divert more focus
and attention to service delivery: create small human moments in your businesses, which in total, add up to something special, something that is much deeper.
Immerse yourself and your business in the internet and the various platforms of communi- cation. Develop a community, develop original content and develop programmes and services that target the current and long-term consumer base. Deliver an experience to your guests, which is hard to
replicate. In the end, if you do this, your business will improve. Businesses such as Zeel will turn into a catalyst for growth rather than a contributor to failure.
Contact Matthew Brennan Email:
mbrennan@horwathhtl.com Tel: +66 2 252 6281
OLEKSANDR GUDENKO/
SHUTTERSTOCK.COM
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