Look to airlines for inspiration


ON A LEVEL 8. TIERED OFFERING


The Ngai Tahu tribe in


For years the airline and hospitality industries have reaped the rewards of appealing to a broad spectrum of customers at the same time. Those who can aff ord upper class seats or suites get access to nicer food, more space and better service. Yet, simultaneously, there’s still a perfectly acceptable range of options for those who are on a budget. It’s time spas ventured down


the ‘tiered off ering’ route. Such a move would impact all aspects of a facility – from design, therapies and service to pricing and marketing – but it would also widen the scope for business rather than limiting it to just one customer segment.


New Zealand is investing in hot pool complexes


RESTITUTION 9. TRIBAL INVESTMENTS


As tribal peoples the world over receive restitution from governments for the loss of their lands and rights, some are choosing to invest this money in leisure, tourism and increasingly in spa. The world sat up and took notice in


2007 when the Seminole Indian Tribe of Florida bought hotel, casino and


hospitality business Hard Rock Café International in a huge deal which was just shy of a billion US dollars.


In New Zealand, the Ngai Tahu tribe


has announced it will invest in a new hot pools complex, while in Australia, the Jawoyn people have invested in Cicadia Lodge, an eco retreat, and have also moved into adventure tourism. We expect this to become a trend as


human rights successes mean the pace of restitution increases. Many tribes also have indigenous treatments and customs which complement the spa market.


HARNESSING PASSIONS 10. SPORT & SPA


As the spa market matures and the demand for niche spa off erings becomes greater, operators will look for ways to diff erentiate their spas. We believe combining sport and spa will be a very powerful and attractive option for collaboration and investment. There are great synergies between


the two markets and sport-orientated spas would fi nd an existing group of highly engaged consumers to tap into. In Italy, for example, the four-star


Hotel Terme Millepini has conceived the Y-40 – the world’s deepest swimming pool – otherwise known as The Deep Joy. It off ers diving enthusiasts the freedom


to dive and swim without a wetsuit, while still enjoying the pleasures of spa. Measuring 21X18m on the surface,


the pool contains 4,300 cubic meters of spa water which is maintained at


Y-40, the 40m dive tank at Hotel Terme Millepini, Italy features warm spa water


a constant temperature of 32-34˚C. The pool has a depth of 40m, with intermediate caves for technical under- water diving. It supports a wide range of activities year round, from beginners’ scuba diving training to professional


diving for experts, and photo sessions for photographers and fi lm producers. Choose pretty much any sport and


a spa connection could be developed. We expect to see more this kind of investment going forward.


©cybertrek 2015 spabusiness.com issue 3 2015 39


TYLER OLSON/SHUTTERSTOCK.COM


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