Wellness During and Post-COVID-19
Management Perspectives
The four finalists of the Global Personality/Influencing Industry category from the Hall of Wellness Awards 2020 joined together to define the key aspects and directions they believe the wellness and spa industry should consider in 2021.
We represent very wide range of the industry both in terms of geographical locations and industry focus. We are:
• Lucy Brialey, The Sustainable Spa Association (UK)
• Marisa Dimitriadis, The Spa Consultants and Spa Professionals Guild (South Africa)
• Andrew Jacka, Spa Origins (Thailand)
• László Puczkó, Health Tourism Worldwide (Hungary)
We are happy to share our wisdom with you and hope the 9 points will initiate discussion and support the re-launch of spa and wellness industry.
Wellness is not a Trend 1
Changes to operational practices as dictated by customer demands, commonsense or health authorities need to be considered carefully. While crisis management has a role to play, the consequences of quick knee-jerk-reactions can have long term impact. For the business to be sustainable, all aspects of these changes need to be considered. Professional operators already have a high level of hygiene protocols, so we don’t need to reinvent the wheel, just fine tune it and ensure that these protocols are practised across the entire industry.
Many operators in the industry have focussed on ‘foregin travellers’ only to see this segment drop to zero in most countries. Operators must tap into their local market and build a sustainable business model, not a get-rich-quick one. Admittedly local markets tend to spend much less than foreign tourists, but your local client is cheaper to market to and if happy, will return multiple times each year while a foreign visitor or tourist whether on a business sojourn or annual holiday is more expensive to market to and much less likely to be a frequent customer.
“For marketing purposes consider an ‘added value’ offering that includes a unique local product or technique which is normally not utilised or practiced, rather than just discounting prices. These practices are a powerful marketing tool which can help define a genuine and clear unique selling proposition (USP).”
Andrew Jacka
Staff also need Quality of Life 2
Every wellness facility’s most important asset is its staff. Traditionally wellness services and spas are in the high touch business. Energy transference is what happens when a therapist touches the client whether during a massage or skin treatment or during a scalp massage at the wash basin. Every time we touch a client our energy transfers to them and so too does their energy transfer to us.
The therapists’ “angel hands” are in very much danger. The low or no touch expectation puts them into a very stressful and insecure position. There are a few words popping up over the last few weeks by therapists, some of them being: stressed, afraid, anxious, worried, to mention a few. The reality is we are dealing with a mentally fragile workforce. The staff’s quality of life is at least as important as the wellbeing of the guests.
It is our responsibility as owner or manager to be in control or manage our staff’s quality of life to ensure their morale and psyche is energised, positive, happy and nurturing. The pandemic highlights this responsibility and the industry needs to up its game achieving it.
“Be fully in control of the energy that your therapists transfer to the guest as it ultimately affects their overall experience of their treatment.”
Marisa Dimitiradis
Spas Online 3
At/in-home solutions are essential but the trick is how to monetize them. The right balance between the pro-bono and against-charge is critical. How to engage with spa goers online offering more than just typical voucher and product sales but offering true wellness value? Some online markers for spas to measure where they are:
• Website
• youtube channel with wellness tips and added value to treatments booking for as well as testimonials from clients.
• E-commerce store
• Loyalty Programme/Memberships with an online added benefit. For example: clients who are on the loyalty program get extra 10% off their bookings if booked online.
• Members Only Facebook group where added value given targeted to the member.
• Monthly online virtual consultation check-ins with your therapist. his could have the potential to generate huge revenue if done correctly
• At home masking and skin peeling programmes. A course of 4 Lactic Acid/Glycolic Acid (safe and entry level skin peels) with step by step guidance on how to apply as well as optional online appointment with a therapist to guide you through the process.
• At home pressure points programme to help sleep quality and reduce anxiety
Spas Online 3
The above can be a mixture of monetised/charged for as well as free with purchase of products offers. Home care solutions need to be made available as the consumer will go look elsewhere for it.
It is a useful exercise to evaluate what benefits you would bring your clients face-to- face and to be creative about how you could still offer some of the ‘soft benefits’ through free online programmes.
IIn
spa treatment: Massage
FOC Online alternative: keeping in touch time/ online health check in/ consultation update/ return treatment planning (relaxing music can still be played, relaxation techniques given and talking therapy).
In spa treatment: Facial
FOC Online alternative: Skin consultation/ Skincare purchase for delivery/ self facial massage or skincare techniques for the home.
“Anything online is only getting stronger and growing bigger, don’t get left behind and up your presence in the digital space.With a society that is staying home more, offer solutions to take the spa experiences to the comfort of their private space.“
Marisa Dimitiradis
With the current situation of little or at times no face to face contact the biggest challenge is how to reach and support clients in the best way possible according to their needs at this present time. Stress can change people’s health and skin dramatically and part of what we usually offer in the spa counteracts this. It is still possible to have a profound effect on guest health and happiness online. It nurtures trust and loyalty on return to the spa too”
Lucy Brialey
Local is the New Glocal 4
Location has never been a more important consideration for an operator. The importance of both the physical environment, as well as the natural environment is growing.
Partaking of a spa experience outdoors or bringing the outdoors into your spa facility can be a simple but significant balance in what otherwise may seem to be providing services in a concrete box. It can be as simple as repurposing the rooftop, performing a massage in the garden, or adding a few more windows or in the calls or ceiling of the treatment area, to help bring the outside in.
When deciding on a wellness facility’s or spa’s location it is not only about optimizing traffic flow through the front door, but also an assessment of how business will impact the surroundings. Subject to climatic considerations, services and menu offerings can be provided taking full advantage of the natural environment and with little or no capital expenditure.
This includes the physical premise, but also the staff and the product used.
“A spa cannot solely focus on what it can provide “inside the walls” of the facility. Subject to privacy and climatic considerations operators must consider practical use of the external environment. Where possible take the spa experience outdoors or bring the outdoors inside.”
Andrew Jacka
Use Words Well! 5
Operators are constrained by local regulators to provide services which focus on relaxation, however in our (hidden?) role as preventivehealthcare providers, the services we perform have benefits far beyond relaxation.
When you focus solely on relaxation (inc. stress relief, de-stressing, calming, soothing etc.), is a missed opportunity, especially with changing demands from our customers which are increasingly demanding a broader range of wellness outcomes from their treatments. It is recommended that descriptions of services listed on your menu offering is reviewed to include additional information that provides more descriptive details of post-treatment outcomes. Consideration should be given to the appropriate use of wording such as: improved sleep, better circulation, aids digestion, eases pain, improves joint movement, immunity boosting, improved focus etc, and beyond the core relaxation benefits which can be yielded.
It is important to be factual and not over promise or make false or misleading claims. Equally it is important to focus on ‘preventive’ healthcare and the improvement of quality of life, rather than on any ‘curative’ claims which will result in you running afoul of local authorities.
“As an industry we have to move beyond the promotion of relaxation and start focusing on our role as a “preventive” health care sector. Providing a range of services which include but do not solely focus on relaxation is important from a sustainable business diversification perspective but equally as important in helping to improve the quality of life for our customers.”
Andrew Jacka
Staycation / Stay(spa)cation? 6
A whole new auspicious business opportunity has opened up with the staycation taking the place of a vacation.
Spa and wellness have a huge part to play in the experience of a staycation and, if successful, this can be something that continues to be valued even when travel and vacation is available again.
If we try to capture the purpose of a vacation it is usually to experience something new, deep relaxation, spend time on luxury experiences and completely self-fulfilling activities. Creating a ‘get away feeling’ for guests is something that should be very natural for all spa and wellness establishments.
Perhaps not all the local community have engaged in the local spa and wellness proposition in the past because they have always looked further afield for their experiences. This is a prime opportunity to build new and meaningful clients in your local vicinity.
If marketed well to appeal to those missing their usual getaways and experiences this could be a very good way to create a new reason for a local spa visit.
“The idea of a staycation could become a regular activity even when the doors to travel open up again. Consumer demand for better environmental awareness from spas and the hospitality sector coupled with a focus on their personal well-being could be one great reason to encourage a staycation for years to come. For example, the average Brit travels 15,500 miles per year creating a large environmental footprint, eats more food than they usually would, drinks more alcohol than they usually would and regrets it! There’s a great reason for a healthy staycation right there!”
Lucy Brialey
Co-spa-working?! No kidding! 7
Spas and wellness centers have been one of the first businesses to be closed due to the pandemic. Just like the accommodation industry, the losses are not only financial. In such a high-touch business the lack of physical contact with the guests can have critical consequences. There are numerous ways in which high-touch services and treatment became low, or no-touch. In spite of such efforts, the very core of the spa and business have become compromised.
It is, therefore, essential to come up with creative, out-of-box solutions. One can be the adaptation of what many accommodation providers have already launched, i.e. renting hotel rooms as office spaces. Guests can use the rooms as well as certain other services of the hotel, such as catering or wet rooms in a package. The concept of workation suggests that such work+vacation packages can even take place at far or remote locations, in other countries.
How about looking at spas and wellness centers as possible locations for work? Individual treatment spaces can very well provide the expected privacy and tranquility that may be required as a work environment. As a package catering can be offered and as a plus spa and wellness treatments can also be incorporated to the packages. Perhaps including either products or quick mini services at intervals in the day to improve work efficiency like a specific essential oil burning in the room or therapist comes in every two hours to do 15 minutes shoulder pressure point massage? Do not forget to include the strategic display of products. Co-spa-working can increase retail!
“If you are bored of co-working environments or working from home, you may consider spa-working environments! The typical layout of a spa or wellness facility can be ideal for individual work&treatment spaces, even as an experiement. Move away treatment rooms, workmeant rooms are in!”
László Puczkó
From Wellness to Transformation 8
Spa and wellness programming, signature treatments and ritual development have been in the centre of spa operations and management for quite some time.
Spa managers have been tasked to find ways that can enhance the guest experience. The pandemic made us revisit, at least partially, what spa and wellness experiences really are or could be.
It seems that we need to look for experience 2.0 since by now every industry is looking at how to improve guests/consumers’ experiences. The most suitable next level is the transformative or transformational approach. We know from many surveys that consumers are looking for more meaningful experiences and services.
In the spa and wellness world the transformational benefits of treatments, services or programmes can honestly be considered as meaningful. Respecting local, natural resources, cultural traditions and heritage rituals can generate transformative experiences.
Do not think that this is only a new buzzword. The transformative approach to business operations and development have direct impacts on how services are created, delivered and how those are being perceived and appreciated. Consider to step away from spa/wellness vocabulary, however briefly.
“When you are going to be marketing and consequently selling and charging for restored physical and emotional harmony, and not for treatments your are on the right way for creating and selling transformative experiences.”
László Puczkó
Responsibility is the new Sustainability? 9
The focus on sustainable tourism, responsible business and lowering the impact of the consequences has come into sharp focus during the pandemic with travel and employment opportunities becoming largely restricted. This brings a great opportunity for the wellness industry to reach out to their local communities, it is true to say that there are many benefits to this, some examples being:
• A local business can come to truly understand the needs of the local community. Analysis can be done to gain a deeper knowledge of local demographics such as age, gender, health, wealth, family or personal status and this can be used to tailor the most beneficial wellbeing services. Open up opportunities for local employment, apprentices and learners.
• It is an opportunity to build new or strengthen local business relationships by collaborating with talented and local traders and professionals for example; food and beverage, trades people, artists, health practitioners, fitness coaches, spa suppliers.
• It is increasingly important for the consumer to understand the impact of their purchases. A clear gauge or scale showing the footprint of the service or product is very helpful for consumers when they are making purchase decisions. This could be incorporated into the treatment menu for treatments and at point of sale for products/food and beverage. Things to take into account for your rating could be single use plastic, food/product miles, provenance of the ingredients, fair trade and more.
• Encourages communities to be proud of what they have on their doorstep.
“With time on-line rapidly increasing and for some creating a feeling of isolation; community actions, participation and loyalty is a very welcome form of wellbeing in itself. Sustainable and responsible business decisions can create a great framework of values to work with, build positive reputation now and for the future and be a rewarding way through difficult times for many businesses. Be sure to highlight your efforts with your monthly reporting so that you can clearly be proud of what you have achieved for the triple bottom line of your business. As you would report financially ‘the profit’ also report on the what you have done for people and the planet, this is known as triple bottom line reporting.”
Lucy Brialey
Meet the Hall of Wellness Finalists
Lucy Brialey
The Sustainable Spa Association CIC
Co-founder/Director
Marisa Dimitriadis
The Spa Consultants
Founder/Managing Director
Spa Professionals Guild
Co-founder
Lucy has 20+ years of experience in the spa industry as a therapist, a business owner of a corporate well-being company, product sales and more recently as a Group Spa Director overseeing eight sites in Europe. This experience has given her insights into global spa culture, products and services. Lucy has an in-depth understanding of the requirements of the day to day running of a spa and has seen, first hand, the consumer and business impact on the environment.
Environmental issues have always been close to her heart leading her to study Concepts in Sustainable Development. With this she has brought her passion for sustainability and knowledge of spa together to form The Sustainable Spa Association.
She is a firm believer in human health and the health of the planet going hand-in-hand and one not being able to exist without the other. She believes the future success of the spa industry relies on sustainable business practices and is dedicating her career to building a framework of sustainability and education to the global spa industry.
Email: lucy@sustainablespas.org
Website: www.sustainablespas.org
Marisa Dimitriadis started her career in this industry at age 19. Her 25 year journey in the industry has given Marisa insight and vast experience into all areas of the Industry from sales, marketing, education to distribution and manufacturing. Today she heads up three growing and booming businesses, The Spa Consultants who are leaders in the field in spa design, set up and operations with over 60 completed projects to date, two professional brands SIX Skincare and Spalicious for hands, feet, body and massage both fastest growing professional brands in the country and starting the export journey this year and finally her latest venture, a business born out of the Coronavirus Pandemic called Spa Professionals Guild, a GLOBAL online platform for ongoing business coaching and transformational management courses. The platform offers networking, bi-monthly group coaching sessions, templates, spreadsheets and systems of best practices that have been perfected over the last 20 years to help business owners run profitable and sustainable businesses and offer therapists an opportunity for growth, increased income and to be considered for promotion. Marisa has been nominated for, and won, numerous industry Awards such as: Spa Ambassador, Entrepreneur Awards, Woman in Business and many, many more. Her motto for 2021 is to keep MOVING no matter what! MOVEMENT will get us anywhere we want to go!
Email: marisa@thespaconsultants.co.za
Website: www.thespaconsultants.co.za
Andrew Jacka
Spa Origins Co., Ltd Director
László Puczkó
Health Tourism Worldwide
CEO/ Co-founder
Global Personality/Contributor to the Industry, Hall of Wellness Awards 2020.
Andrew has been involved in the spa & wellness industry for over 25 years. Recognised for best spa cuisine in the world 1998-2000, his career evolved into operations and ultimately consulting. He has worked across multiple industry sectors both locally and internationally.
A passionate believer in the sharing of knowledge, and avid supporter of the industry his commitment goes beyond his consultancy work where he is actively involved in industry organisations including as as Chairman, Asia Pacific Spa & Wellness Coalition; Ambassador Thailand Global Wellness Day; Asia Pacific Representative, TERMATALIA and Organising Committee Member, World Spa & Wellness Asia.
Email: andrew@spaorigins.com Website: www.spaorigins.com
László is an experience engineer, strategist, mentor and trainer, and wellbeing intelligence expert. He has gained experiences in private as well as in public sector environments both in medical and wellness tourism. László is one of the very few people in the world who has been active in every aspect and domain of health tourism, i.e. medical and wellness tourism alike.
He is an economist and art & design manager, and holds master degrees, a PhD, and is a Certified Management Consultant. László has been lecturing and running tailor-made trainings and masterclasses in over 40 countries all around the world. He has been actively involved both in industry as well as academic arenas and authored numerous industry reports, specialist books and publications. He was the project lead on the path making report for UNWTO & ETC titled Exploring Health Tourism, as well as a pioneering study for Global Spa Summit titled Wellness Tourism and Medical Tourism: Where do spas fit? László is a hot spring and wellness enthusiast and holds a Diploma in Forest Bathing!
Email: laszlo@htww.life
Website: www.htww.life