Without a doubt our lifestyles have become dramatically busier and pressure seems to build year on year.  The pace and pressure that most people experience takes it’s toll on the individual and leaves them tired, stressed and anxious.  Little can be done to alleviate the pace or pressure in most instances, but rather many people opt for short breaks as a reprieve to this fast paced pressured lifestyle.  This need for release has fostered a huge growth in the Spa industry with all manner of treatments aimed specifically at relieving stress and rejuvenating mind and body.

So what makes one Spa experience better or more popular than another?  The answer is multi-faceted but can be categorised into three key areas:

Environment / Ambiance
Many of the world’s leading Spas are located in idyllic locations that provide an absolute escape from the day to day grind most people experience.  It is not uncommon to find these spas located on islands, beach side, rainforests, or in remote wilderness locations.  One common thread that draws all of these locations together is peace, tranquility and escape. Successful spas that do not have the benefit of a peaceful and tranquil locale, such as many city and urban based spas often create an environment that is strikingly tranquil and precipitates relaxation as soon as one walks through the front door through the use of decor, music and furnishings.  It is of paramount importance for the success of a spa that this mood altering environment be created.

It is also common amongst successful spas to have a central theme.  Successful theme’s based around “purity”, “wholesome”, “natural”, “healthy” resonate well with clients and the decor, music, and fit out need reflect and enhance this.

Treatments
Treatments are usually the focal point for any Spa and what keeps the clientele coming back.  Typically you will find a mixture of bathing (balenotherapy), skin care, and massage.  Spa’s then try and differentiate themselves with treatments that incorporate unique, ingredients such as Dead Sea Salt, volcanic mud, heated stones, and natural mineral springs to name a few.  Regardless the treatment it needs to work- that is to leave the skin, mind and body feeling noticeably rejuvenated and refreshed.  Many Spas’ also offer take-home ranges so that the client can enjoy some of the same benefits in their own home, and this can add greatly to the bottom line profitability of a spa. 

Some successful spas also incorporate active health treatments and activities, directly aimed at areas such as weight loss, skin and arthritic conditions.  This is where the traditional elements of utilising products such as Dead Sea Salts comes into its own as there have been many clinical studies to prove the effectiveness of these treatments.  There is a growing number of Spas that are focusing clearly not only on the de-stress benefits for their customers but increasingly teaming this with health improvement to provide a profitable winning formula. 

Value
Value is in the eye of the beholder.  There tends to be two markets open to the Spa entrepreneur – Exclusive high end, low client volume and modest priced high client volume.  Depending on locality and anticipated client base, the entrepreneur must decide their target market.
If the choice is high priced exclusivity, low volume, the establishment must typically have an idyllic or unique locale and utilise that uniqueness in their treatments -hot springs, volcanic mud, unique minerals etc.   Consideration must be taken that the clients targeted must have a large budget as the costs of the treatments, accommodations, food, and travel make this an expensive option.  There however is good evidence to support that great financial rewards can be made from this segment.  Customers of these Spas typically find value in two ways – usually the standard, duration and quality of the treatments often lasts days and is unique to that Spa.  The Spa becomes a destination and the whole experience – food, accommodation, treatments, all form part of the experience.    The second value element to this segment is the exclusivity from the cost appeals to the client who receives gratification from the exclusivity of the service – much the same as their choice for example to drive a Mercedes or Rolls Royce.

The much more rapidly developing Spa market segment is focused around urban and city based spas.  In these environments the duration of treatment is usually measured in hours, and usually incorporates such treatments as massage, Dead Sea balenotherapy, body wraps and scrubs.  These spas cater to clients need to be recharged for a modest investment in time and money. Again the financial success of many of these Spas lies in the treatments as well as the “take home” products, as well as the environment the spa owner can create for their clients. 

The clear area of focus in this market is to insure that the environment and ambiance are created to precipitate return business.  Since competition in this segment is high the quality of the service delivered needs to be commensurate with the price charged and the value perceived.  Clients in this segment typically are wanting good value for money and the perception is typically formed on results.  Typically the successful spa’s in this space focus on the total experience – music, mood, service, treatment, duration etc. and work out a system to insure repeatability of the experience.  Repeat customers means repeat profits.

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