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INDUSTRY INSIGHTS A new hybrid model that gets the revenue engine roaring is a spa


that complements traditional areas with other lifestyle components that are efficient and focused on generating financial returns


tourism if you will. Well not yet anyway. The travelling wellness resort is coming and the market is wide open. We believe that the first group to enter with branded programmes and a credible reputation will experience great success.


Advanced cosmeceutical facials: a numbers game In an ever-changing global real estate market, owners and managers largely focus on one element: investment return per square metre or square foot. It’s all about driving the highest return in the shortest amount of time. In order to maximise revenue-gen-


erating space and meet performance requirements, owners and managers are scrutinising their plans and questioning their concepts. Classic spa facilities, which offer standard treatment rooms, costly hydrothermal amenities, beauty areas and expansive relaxation areas are passé. They possess few opportu- nities for annual revenue growth when compared to new hybrid facilities that are hitting the global marketplace. The new hybrid model that gets the


revenue engine roaring is a spa that complements traditional areas with other lifestyle components that are efficient and focused on generating financial returns. These include conceptualised male grooming outlets, specialty female salon outlets, higher quality retail plat- forms, revenue generating hydrothermal experiences and independently-branded cosmeceutical facials rooms.


124 SPA BUSINESS HANDBOOK 2015 ABOUT THE AUTHORS


■ They’re priced at a 25-100 per cent premium over traditional facials yet they


have similar delivery costs ■ They’re delivered in small areas that do


not require high levels of investment ■ They offer immediate results that


Left to right: Emlyn Brown, Oliver Boppe and Matthew Brennan


Between them Matthew Brennan (director) and Oliver Boppe (consultant) of Horwath HTL Health & Wellness and Emlyn Brown, director of spa operations at GOCO Hospitality, have 35 years of industry experience. They’ve teamed for this article up to identify trends which are currently shaping the global spa and wellness industry and those that have the potential to make an impact on the sector over the next 10 years. Thy believe these trends will create areas of opportunity for spa owners, managers and other professionals.


Specialty cosmeceutical facial rooms,


such as those offering treatments by QMS Medicosmetics and Medical Beauty Research (MBR) are particular favourites of owners and managers who are looking to improve financial performance in their spas – and fast. Treatments by cosme- ceutical product houses are popular for a number of reasons:


encourage repeat visitation ■ They offer higher-margin retail sales and greater propensity for the guest to purchase retail products Moving into 2016 and beyond, owners


and managers, primarily in urban areas, will reduce the footprints of spa facilities. We expect that they’ll limit amenity space and, instead, focus on high-yielding beauty treatments and other aforemen- tioned services that guarantee returns.


Growth of life coaching: plan of action Global citizens of today are ambitious and believe they can achieve it all. But with this comes the demands that they, or others, place on themselves and personal and professional time merge. Life coaching delivers support and a plan to maximise individual potential. Moving forwards, we predict an even


greater shift from traditional body-only fitness training to all-encompassing life coaching that embraces nutrition, physical exercise, stress management, goal setting and empowerment. While life coaching still a largely


unregulated profession, it’s recognised by organisations such as the International Coach Federation which values it as a US$2bn (€1.8bn, £1.3bn) industry with


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