1. travel
2. tourist destinations
3. spas

Media Pack 2015
P
r ofessional Spa & Wellness is the B2B magazine for
the global spa and wellness industry. Read by spa
owners,directors,managers,hoteliers and other senior
industry professionals around the world,the magazine
keeps those working in the sector up to date with the
latest international spa and wellness news,trends and developments.
NOVEMBER 2014
www.professionalspawel
lness.com
Catering for industry influencers and decision-makers, 5,000
copies of Professional Spa & Wellness are printed four times a year:
in March, June, September and November. Distributed to all UK
and the leading international spas, additional copies of the
magazine will also be available at key industry events around the
world in 2015. The magazines are also available digitally on the
Professional Spa & Wellness website and as an app to read on your
tablet or smartphone.
THE WELLNESS
LIFESTYLE
Sustainable wellbeing
at
the spa at Armathwaite
Hall
Professional Spa & Wellness has a strong online presence, with a
regularly updated website and two newsletters, emailed to more
than 34,000 readers across Europe, the Middle East, Africa and Asia
every week.
Core market
UK* Investors
MA XIMISING YOUR SO
FTWARE FOR
AND TARGETED MARK INTELLIGENT
ETING
20,980
Europe 9301
Hoteliers
Middle East & Africa 2093
Spa directors
Asia & Australasia 1677
Spa managers
Rest of the World 581
*The UK circulation includes spa
therapists and days spas. All other
circulation is at investor, owner
and senior management level.
SPA PROFILE
linICg
eaLIST
H& HO
Benito offers lifestyle-changing
Philippine health resort The Farm at San
education and a raw and vegan diet
experiences centred on detoxification,
WORDS NORA ELIAS
A
go, the
s Southeast Asian wellness destinations
as wellPhilippines may not be quite
in the
established as some of the other nations
home to
nevertheless
is
country
the
but
region,
Farm at San
the innovative concept that is The
a 90-minute drive from
located
resort
health
vegan
A
Benito.
holistic healing and a
Manila, it is based on a model fusing
n with the provision of
focus on cleansing and detoxificatio
on good nutrition and a
medical services and an emphasis
and wife Eckard
healthy lifestyle. Established by husband
vegan resort with juicing
and Perla Rempe in 2002, when a
its offering was quite a
and a raw food diet at the heart of
strong and recently
novelty, The Farm is still going
11 new
adding
underwent a period of expansion,
accommodation villas over 18 months.
who joined The Farm
General manager Michael Di Lonardo,
more
against
up
going
that
four and a half years ago, admits
44
>>
THE FARM AT S AN BENITO
“Most people come here
to kick-start a healthier
lifestyle and we do that
largely through the
information they receive”
THE FARM AT S AN BENITO
spa
internationally recognised Asian
a
and wellness destinations can be
isn’t
challenge. “Being in the Philippines
necessarily the best location, when
you’re competing against destinations
“If
like Bali and Thailand,” he says.
to
people are discussing whether to go
the
Bali, Thailand or the Philippines,
Philippines will always come last.”
was
who
However, Di Lonardo,
10
for
Resorts
Aman
previously with
years and also helped set up the Vigilius
says
Mountain Resort in the Italian Alps,
up
The Farm has over the years built
enough of a reputation to attract guests
from around the world on the strength
of its offering, rather than its location.
com
online at professional spawellness.
Core to the philosophy behind the
resort is the belief in healing the body
through the elimination of toxins and,
as a pioneer within this field, The Farm
now has quite an expert standing.
for
“Because we’ve been doing this
g
such a long time, incorporatin
y
detoxification, colon hydrotherap
and the boosting of the immune system
to
come
now
people
way,
in a natural
the
The Farm specifically for
programmes we offer,” Di Lonardo
says. The majority of guests currently
come form nearby Asian destinations
such as Hong Kong, Japan, Singapore
and Shanghai, with Di Lonardo
in
explaining that city dwellers
particular benefit from the relaxing
on
environment of the resort – located
a lush green 119 acres of land.
Global targets
com
online at professional spawellness.
SPA PROFILE
ABOVE: Ingredients for a liver cleanse
BELOW: The purification spa treatment
“Right now, our biggest market
is Hong Kong, partly because
it’s only a short flight away,
but also because the stressed
out businessmen from Hong
Kong really love to, and need
to, get away,” he says. While
regional markets will remain
important to the resort, The
Farm is now also directly targeting
Ten
specific international destinations.
new Narra Pool Villas, each covering
200sq m and complete with a private
pool, were added in November 2012
and the 372sq m two-bedroom Lakan
a
villa, whose amenities include
garden, a pool and a maid’s quarter,
was completed in December last year.
spas can help
clients who are dealing
with cancer
TECH TALENT
Geographic reach,
online edition
Spa owners
MAKING A
DIFFERENCE
How
the room total to
The new accommodation, which brings
resort and make it even
33, is part of a strategy to elevate the
clientele. To pursue
better equipped to compete for a global
up with international PR
this plan, The Farm recently signed
year or so have really
firm PRCo. “The changes in this last
is now to open up the
put us in the big league and the idea
and the Middle East in
farm concept to people in London
reason for honing in on
particular,” Di Lonardo says. The
to Manila flight by
London is the launch of a direct Heathrow
year, while the Middle
last
Philippine Airlines in November
is especially receptive to
East is a market Di Lonardo feels
really a great need in
is
“There
offers.
farm
the
the services
can provide, such as
the Middle East for the benefits we
,” he comments.
weight loss and diabetes management
Knowledge is power
The Farm offers a wide range of medical
services, spa treatments and yoga,
fitness, meditation and movement
of
classes, in addition to a number
health-focused retreats. There are
many different reasons guests come
to the resort – including to detox, lose
weight or have the liver and gallbladder
45
Regular sections
JULY 2014
www.professionalspawellness.com
Online and in print, Professional Spa &
Wellness brings you:
News
ISLAND
INNOVATION
PLANET SPA
Behind the scenes
at the vast new
Aqua Sana Woburn
Forest spa
The Maldives spa taking
a proactive approach to
attracting customers
Independent and exclusive reports on upcoming projects, legislation
and market changes and the latest on the decision-makers in the global
spa and wellness industry.
CURATIVE OILS
Trends
Analysis and opinion on new treatments, products and equipment
and the shifts in consumer spending habits shaping the global spa and
wellness market.
AROMATHERAPY: AN ANCIENT
PRACTICE
FOR THE MODERN WORLD
MAY 2014
www.professionalspawellness.com
Business advice
Input from leading spa directors, owners, group directors and brand
owners, providing readers with practical knowledge, strategies and
ideas to help them successfully drive revenue.
Products and equipment
In-depth features delivering facts and figures that equip spas with the
information necessary to select the right equipment, treatments and
products for their business.
The lowdown
on Swiss brand
L.Raphael’s two new
New York locations
Behind the scenes at
the new spa at Brenners
Park-Hotel & Spa
ORT
A QUESTION OF COMFWHEN
Thought leaders
KEY
WHY ERGONOMICS SHOULD BE
SPA
CHOOSING FURNITURE FOR YOUR
Access to the leading minds in the market through interviews with toplevel spa professionals, expert columns and comprehensive business
case studies.
“The idea of Villa
Stéphanie is to make
what we offer even better
and to have everything
under one roof”
BRENNERS PARK-HOTEL & SPA
SPA PROFILE
US INVASION
EXPANDED
AMBITIONS
BRENNERS PARK-HOTEL & SPA
SEPTEMBER 2014
www.professionalspawellness.com
SPA PROFILE
WELLBEING
ALLIANCE
The joint medical
wellness offering from
Espa Life at Corinthia
and Viva Mayr
ted
integra
APPROACH
to unveil its new
As Brenners Park-Hotel & Spa prepares
speaks to spa
spa in July, Professional Spa & Wellness
behind it
manager Hans-Peter Veit about the concept
WORDS NORA ELIAS
“
16
I
just in terms of the The concept
t was time to update the spa, not
of size and design,” behind the new
content we offer, but also in terms
of the opening of spa, which at the
explains spa manager Hans-Peter Veit
open in July,
prominent time of writing was due to
spa,
the new and expanded spa at Germany’s
is, Veit continues, to integrate the
Spa.
&
Park-Hotel
Brenners
medical services at
has in the past three fitness and
The spa, which opened in 1983,
more closely. “We’ve had the
of the leading resort spas Brenners
decades gained a reputation as one
and we have
years
30
than
more
for
spa
for
world
around the
in Europe, with clients travelling from
a good offer, combining medical care
programmes
and
treatments
its medical and health-focused
and fitness and
wish two refresh with spa services
in particular. The Brenners management’s
so we haven’t
a new 5,000sq m spa, nutrition programmes,
and improve led to the creation of
he says. “The
SPA PROFILE
building on the hotel changed everything,”
covering five floors of an existing BL ACKBERRY FARM
Stéphanie is to make what
had stood unused idea of Villa
premises, Villa Stéphanie, that
we offer even better and to have
for a number of years.
>>
online at professionalsp awellness.com
Ho
megrown
WELLNESS
With the opening of its new Wellhouse
on June 1,
Tennessee property Blackberry Farm
has become
a wellbeing destination to be reckoned
with
WORDS NORA ELIAS
A
16
1,700 hectares working farm in Tennessee,
set in have a
an idyllic rural landscape and flanked
by the full menu,
Smoky Mountains, there are not many
resorts as if you
quite like Tennessee’s Blackberry
Farm. The were going to
luxury boutique property, a family-owned
business Canyon Ranch
or Miraval,” explains
set up in 1975, draws on the surrounding
landscape and the Amanda
Anderson, the new wellness
produce generated on the farm not
just for its celebrated
director at The Wellhouse, who
dining – which embodies the farm-to-table
concept – but also joined
Blackberry from Red Door
in the provision of its spa and wellness
services. With the Spas
in November last year. Offering
opening of its new wellbeing centre,
known as The Wellhouse,
everything from massage, facials,
on June 1, the property has raised its
already high standards,
manicures and pedicures and body
setting itself on a course to become a
true wellness destination.
treatments, to special mini menus
“We had a spa before, the Farmhouse
for
Spa, where we men and children
and teens, and a
offered treatments such as massages
and facials, but now we series of
wellbeing activities that
>>
MACHINE AGE
of the new treatment rooms at Villa Stéphanie
PREVIOUS PAGE: A rendering of one
at the new spa
ABOVE: A rendering of the plunge pool
THE
online at professionalsp awellness.com
everything under one roof; it was split
into different areas too much, before.”
a
The spa at Brenners, previously
2,000sq m space, has until now been
located in the basement of the main
hotel building, along with the pool
medical
and the fitness centre, with the
services offered in a separate building,
Haus Julius.
As part of the spa overhaul, the pool
the
and fitness centre, which remain in
main building, have been renovated,
while the treatment rooms, of which
to
there will be 15, have been moved
Villa Stéphanie. The villa, which dates
back to 1890, will also house 12 double
rooms, including three corners suites
private
a
with en suite spa amenities,
gym that guests can book for personal
that
training sessions, and facilities
include a 500sq m sauna, a hammam,
a separate sauna for women, a plunge
pool, kneipp baths, a relaxation area
“one single villa
and a styling lounge. It is, Veit comments,
Haus Julius will still be
dedicated to the world of spa”. While
two villas will be directly
home to the medical services, the
at the Villa Stéphanie
connected, with guests arriving
the spa or for the medical
reception, before heading either to
care facilities.
WHY MACHINES FOR THE FACE
ARE
CONQUERING THE SPA MARKET
The pillars of spa
pillars: beauty, detox and
The new spa rests on four concept
care. While Veit says
nutrition, emotional care and medical
in the 30 years since the
that the significant industry changes
“beauty is no longer the
spa originally opened means that
to Brenners, it is still an
reason that guests choose to come
at the spa will include
important point”. The beauty element
well as fashion advice in
makeup, hair and nail services, as
in nearby Baden-Baden.
planned partnership with boutiques
means “guests now want
Part of the global development that
from a spa is the
something more, a more holistic approach,”
the second pillar; detox
continually growing importance of
and nutrition.
past two years have
“The [programme] ‘best sellers’ in the
“We see a high
says.
Veit
nutrition,”
and
detox
definitely been
in, guests booking
demand for, and a tremendous increase
to go into too much
these programmes.” Veit is reluctant
emotional side of the
detail about the third spa pillar, the
of the spa
launch
and
offering, before the official opening
explain that one of the
menu in July. However, he does
cornerstones is that “a
reasons for making this one of the spa
“We are a working farm.
Everything we do here is
seasonal and in line with the
farm and we capture that in
our treatments and activities”
BL ACKBERRY FARM
online at professionalsp awellness.com
17 PROFILE
SPA
Meadow Lounge relaxation area,
a salon with manicure,
pedicure and hair stations, a lap pool
and a juice bar.
range from yoga, Pilates, Zumba
and
dance classes to aquafit classes
and
personal training, the new menu
is
indeed extensive.
Natural healing
“It was a combination of the owner’s
vision and the guests’ needs,” Anderson
says of the decision to build new
and
more extensive spa and wellness
facilities. “This was something that
the
owner had dreamt of and been working
towards for several years. However,
our guests are also very well travelled
and they go to many destination spas
and resorts with spas, and so they want
a similar experience here, delivered
in
the Blackberry style, which we are
now
able to offer them.” The facilities at
the
1,161sq m Wellhouse, a replica of an
old
barn, include nine treatment rooms
– of
which two are couples’ rooms – a yoga
room, the activity fitness room,
the
NETWORKING
NEED
How to make social
media work for your spa
The philosophy behind the Wellhouse
is very much
integrated into the concept of the farm
as a whole. “We are a
working farm and everything we do
here is seasonal and in
line with the farm and what goes on
at it, and we are capturing
that in our treatments and activities,”
Anderson explains. As
part of this approach, products and
ingredients sourced on
the farm are incorporated into spa
treatments. One example
is the Sheep’s Milk & Lavender Wildflower
Honey manicure
and pedicure which, Anderson explains,
“uses sheep’s milk
and wildflower honey that we get
from the farm.” Another
treatment that incorporates ingredients
grown on the farm
is the Healing Herbs & Flowers massage,
with, Anderson
highlights, “poultices filled with
dried herbs and flowers
from the farm.”
Forest findings
In keeping with the seasonal rhythm
of the farm, the
Wellhouse menu includes four so-called
Blackberry Time
Experiences; one for spring, summer,
autumn and winter
respectively – each lasting two and
a half hours. “The one
for summer, available from June
1, is called Lay-By Time
and, because it’s summer, we
start of with a cooling
cucumber and grapefruit body mask
that is very hydrating,
and we do a neck, scalp and shoulder
massage with an
aromatherapy lemon verbena massage
oil,” Anderson says.
Autumn’s Harvest Time experience
uses spiced scents such
online at professionalsp awellness.com
17
Features 2015
AUGUST 2014
FEBRUARY
AUGUST
Professional Beauty London
preview
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Cosmeceutical skincare
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OCTOBER
Uniforms, towels and robes
TREND ALERT
Looking at the
latest styles in spa
uniforms and towels
THE NAIL FACTOR
HOW SPAS CAN WIN OVER THE MAN
I/PEDI MARKET
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NOVEMBER
FEBRUARY 2014
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Thermal experiences
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JUNE
DECEMBER
Pools
Natural and organic products
Machines for the body
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LIFE LESSONS
Germany’s Ayurveda
Parkschlösschen is on
a mission to re-energise
and rejuvenate
SPA SANCTUARY
INDUSTRY
ACCOLADES
Ultimate spa seclusion at
Spa My Blend by Clarins
in the Maldives
The finalists in the World
Spa & Wellness and
Professional Beauty Awards
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JULY
GOOD FOR YOUR BOTTOM LINE
04/02/2014 16:51
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MAGAZINE EVENT DISTRIBUTION IS
SUBJECT TO CHANGE DURING THE YEAR
NAILS
deluxe
“With manicures and
pedicures,there is the
opportunity to sit in a
group and chat, so if your
reason for being in the spa
is to be with your friends,
that’s a great selling point”
more
With customers often viewing salons as a
convenient and affordable manicure and
pedicure option, we look at what spas can
do to win over the nail clientele
ss.com
online at professiona lspawellne
Grafton International
edicure area for a spa you
When creating the ideal manicure/p
Rachel Gribble,
should, explains Salon System educator
furnishings, lighting,
“consider everything: the décor,
that the environment
equipment and products used – ensuring
Wells, creative director
is as relaxing as possible.” Steven Rhys
to create an environment
of Cuccio Europe, recommends spas
and feel at home.
in which clients will be comfortable
blacks when designing
“Stay away from stark whites and
colours will make the
these
as
area,
your manicure/pedicure
make the client feel
environment too clinical and will often
of the spa, the area
section
uneasy,” he says. As with any other
created with thought for
reserved for nail treatments should be
identity and your clientele.
the type of spa you are – reflecting your
Leighton Denny
Environment essentials
Salon System
U
Zen Spa and The
treatments, including Jessica,
nlike massages and other body
the UK. “These
services, Natural Nail Company in
which are primarily thought of as spa
to visit a
ly associate factors are why clients choose
many consumers most immediate
opposed to a salon. They’re
as
spa
Thinking
salon.
a
with
a manicure or pedicure
into ‘me time’ and want to leave
for,
buying
in
pop
quickly
you
of them as treatments
and refreshed.”
pampered
as
feeling
than
rather
else,
on your way to or from somewhere
for which you set aside a
Successfully creating an elevated
longer and more indulgent offerings
with nail treatments manicure/pedicure environment can
more substantial block of time. And,
clients may hesitate to convince clients that the higher spa
typically priced higher in a spa,
or pedicure. So price point is worth it. “In a spa, it
choose it over a salon for their manicure
nail clientele in greater should be about the whole
what can spas do to attract the
that manicures and experience, and not just the
numbers and convince customers
for the high street? treatment,” says Bio Sculpture Gel
pedicures are not just express treatments
educator Carly Marsden. “Clients
Indulgent offering
be made to feel very relaxed
is the environment should
the
A key weapon spas have at their disposal
and extra special when having
is paramount. It should
they offer. “The environment of a spa
in a spa. This will make
able to completely treatment
have a sense of calm and clients should
want to pay that little bit extra
says Mandy Cook, sales them
salon.”
a
than
relax from the second they arrive,”
spa, rather
distributes brands to visit a
director at Gerrard International, which
Bio Sculpture Gel
WORDS NORA ELIAS
We will also feature additional
content throughout the year, so
feel free to contact the editorial
team to find out what else we will
be working on in 2015.
Contact:
nora@professionalspawellness.com
“You need to control the tone of the
area,” advises Brenda Griffin, director
nt
of training and business developme
al,
at Beauty Concepts Internation
the
which distributes nail brand LCN in
be
to
it
want
you
“Do
Ireland.
UK and
lively, or calm and quiet? Both [work],
is
depending on where the area
spa
situated within the spa. If the
encourages hen parties and other large
clear
groups, then it needs to be very
as
about acceptable [noise] levels –
large groups can get rowdy and spoil
the experience for others.”
27
28
>>
ss.com
online at professiona lspawellne
Advertising rates
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FACILITIES
WATER
FACILITIES
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All four issues
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Classified advertising
Single column (cm)
Inserts
Thermarium
Print rates 2015
Taking
the plunge
of the
The water features you choose are one
make
most important business decisions you’ll
for your spa, so it pays to get it right
£1750
(up to 10g)
WORDS NORA ELIAS
R
the features
egardless of the size of your spa and
will be
you have, the water facilities you install
make. Not
among the biggest investments you
experience
only are features such as pools and
are also
showers costly to purchase, they
keep clean, hygienic
expensive to operate efficiently and
it important to choose
and safe. Which naturally also makes
location and clientele.
the right facilities for your business,
customers is that water
“The first thing we always tell our
expensive when you
experiences are expensive: they’re
considering pools,
invest in them and, especially if you’re
says Mario Stiefler,
they’re also very expensive to operate,”
consultancy company
and
design
spa
senior consultant at
Thermarium.
UK advertisers should add VAT to the above rates
Online rates 2015
com
online at professional spawellness.
ABOVE: The thermal area at the Arli Hotel
in Italy, with facilities by Thermarium
location, it should also
because something worked in one
“And that’s just not true
work in their spa,” he comments.
it’s unlikely to be
because if it’s not part of your concept,
target group, who are
right
the
successful. If you don’t have
the facilities will just be
willing to pay the right price, then
day.”
the
by
losing money
Experts agree that there is no such
or
thing as an industry-wide right
wrong when it comes to the water
for
features that are the best match
the
your spa; rather it depends on
is
step
first
particular business. “The
always to find out who your customers
are: to define your target group, think
who
consider
and
location
your
about
comes to your spa,” says Adrian Egger,
managing director of the spa division
at spa and wellness facilities provider
Klafs. Knowing your clientele is essential
because, as Egger emphasises, installing
water facilities you have seen at other
properties, without regard for their
a
suitability for your market, is not
recipe for success.
“There is too much copying in the
that
industry, many people think
Cost & calculations
“The first step is always
to find out who your
customers are: to define
your target group,think
about your location and
consider who comes
to your spa”
at Barr+Wray, which
Cheryl Hanna, spa sales manager
engineering solutions
supplies pools and provides water
you
consideration to take really need. “Think about the space
for spas, explains that another key
and surroundings have,” Egger says. “Don’t put too much
into account is the weather. “The location
offer,” she says. in; if it has no added value, there’s no
should
will determine which facilities you
sales director
UK
is
Perry,
there
Chris
climate,
point.”
warm
the
“For example, as a result of
range of
large outdoor pools in for Carmenta Wellness, whose
generally a greater demand for
while the weather in spa and wellness equipment includes
regions like the Middle East and Asia,
pools difficult to pools, steam rooms and experience
a country like the UK makes outdoor
showers, advises against prioritising
.”
successfully
run
quality. “You’re better off
have some type of quantity over
And while all spas must by definition
more high-end, facilities
y better. “If you are a having fewer,
water facilities, bigger isn’t automaticall
of theatre and wow factor
it doesn’t necessarily with a bit
city business hotel, for example, then
a lot of poor-quality
of water facilities,” than cramming
make sense to have a huge number
have seen a million
where spas often go stuff that customers
Stiefler comments. In fact, one area
into your spa,” he says.
water features than they times over
wrong is trying to provide more
23
24
>>
com
online at professional spawellness.
3
6
12
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WHAT IS
WELLNESS?
Lux Resorts’ Jeff
Butterworth on the true
meaning of the word
Costs are monthly for the Professional Spa & Wellness website
NATU
RAL
SSIVE
IMPRE
S
HEAL
ATION
ING
ASPIR
Nature,
Ajman tion
the detoxifica
How
and Goco
a vegan
Spa
diet at
Saray’s
ThetoFarm
at San Benito
outshine
plans
the competition
www.professionalspawellness.com
INTEGRATED
OFFERING
Fusing fitness, spa
and nutrition at the
revamped Kallima
Club and Spa
S NCE LESSON
ESIE
SUCC
SC
SUSTENANCEY INCOR
PORATE
THE INCREASINGLY TECHNICALL
Y COMPLEX
HOW TO EFFECTIVEL
ANTI-AGEING SKINCARE MARK
RING
ET
NUTRITION INTO YOUR SPA OFFE
SOCIAL MEDIA
SOCIAL MEDIA
“Have fun with your
audience and they will
have fun with you. In
other words, stop selling
and start helping”
Social
media S
MAZE
It’s no longer enough to have a full
appointments book, these days you also
need likes, +1s and followers to ensure
you acquire new clients, keep existing
ones coming back and grow your brand
WORDS SARA MCCORQUODALE
online at professionals pawellness.co
m
49-53 PSW SEP Social Media.indd
with analysis paralysis and never really
get going with anything. Just get the ball
rolling by starting today, why wait?”
ocial media is three things:
game changing, free and
everywhere. Which means
that, in order to ensure your
business is able to compete
effectively for new customers and
maintain a high level of repeat clients,
it’s essential to ensure you have
a
presence on at least one platform.
In
addition, the opportunity to expand
awareness of your brand to a national
and international audience via social
media is exponential.
Still uncertain about signing up?
Consider these facts. If Facebook was
a country, its population would be
the
third largest in the world and Google+,
LinkedIn and Twitter are so popular,
they’re not far behind. As many as 53%
of all tweets are recommendations and
93% of consumers’ buying decisions
are influenced by social media.
49
49
28/08/2014 13:11
Meanwhile, consumers trust peer reviews
76%
more than adverts. As Angie Petkovic,
managing director of Apt Marketing &
PR, highlights, having a strong social
media presence is crucial as people
don’t just use these sites to pass
time – they use them to
communicate in real-time. “People
like being up to date with
information being presented
regularly and personally,” she says.
So, how can the spa and wellness
industry use social media to engage and
expand? Spa consultant and trainer
Pete
Scott says it’s best to have a presence
across multiple
platforms but to begin with, choose
the ones you feel least
intimidated by. “By starting where you
feel comfortable you
are going to at least get the ball rolling
with your social media
today,” he says. “I think because of
the sheer social media
choice there is for businesses in 2014,
sometimes we end up
50
>>
Terms of engagement
Once you’re up and running, consider
carefully what you post, the tone you
use and what you’re trying to
achieve. It’s worth noting that to
build a loyal and engaged
following, you can’t simply
use social platforms to sell.
Scott explains: “Too many
spas and salons use social
media platforms to talk about
themselves, about how they
offer the best treatments or how
you can book today and save 10%.
You want to attract people to your
business and you do this by sharing
top tips for free, because when you
educate, you build rapport. Have fun
with your audience and they will have
fun with you. In other words, stop
selling and start helping.”
online at professionals pawellness.co
m
Contact Us
HEAT
EXPERIENC ES:
DRY HEAT
HEAT
EXPERIENC ES:
DRY HEAT
ABOVE: One of Cheshire Wellness’ saunas
BELOW: A sauna created by Barr + Wray
Publisher
Mark Moloney
Turning up
THE HEAT
mark@professionalbeauty.co.uk
Magazine advertising enquiries
ABOVE: A sauna from Carmenta Wellness
Professional Spa & Wellness looks at how
to design a dry heat experience
area that will create a point of difference
for your spa
WORDS NORA ELIAS
T
Steve James
he heat experience area is an integral
component of every spa, regardless
of size, concept and location. And
with this part of the spa not only
being a source of considerable
spending, but also one of the business’
main
customer selling points, getting the
look, features
and functionality right is essential.
With space and
budget restrictions to keep in mind,
most spas
need to carefully weigh up the type
and number of
heat experiences they opt for and
when it comes
to dry heat, this will inevitably include
a sauna.
Sales Director
steve@professionalbeauty.co.uk
Editorial enquiries
“The most popular heat experience
is, and I
think will always remain, the sauna.
Because
almost every culture in the world
has something
like it in their history,” says
Adrian Egger,
managing director of Austria-based
Thermarium.
However, while sauna remains king,
Egger says
Thermarium has recently seen a decrease
in the
popularity of milder dry heat experiences
such as
laconiums and tepidariums. “The
heat in a
laconium is not that strong, only about
45C° and if
they don’t feel a lot, people tend to
think it’s not
working,” Egger says.
online at professionals pawellness.co
m
29
Nora Elias
Editor
SPA PROFILE
nora@professionalspawellness.com
Group Editor
eve@professionalbeauty.co.uk
Caroline Tricard
A healthy
BALANCE
Event Coordinator
The spa at the Armathwaite Hall hotel in
the Lake District has added to its wellness
offering with the launch of the new Life
Regimen lifestyle programme
caroline@professionalbeauty.co.uk
WORDS NORA ELIAS
Telephone: +44 (0)207 351 0536
16
>>
30
>>
“Life Regimen is about
giving people a way
to navigate through
all the information
they get, and find a
productive way forward”
ARMATHWAITE HALL
Eve Oxberry
Marketing enquiries
He adds that the time it takes for
the effect of these less
intense environments to be felt is also
an issue. “Laconiums
and tepidariums can be very powerful
but you need to stay
in there for 45-50 minutes and people
are just not willing to
remain that long in a cabin where
they don’t feel very
much.” That clients easily become
restless is a view
echoed by Paul Haslauer, owner
of the German wellness
showers. “You’re not carrying out
any
company of the same name. “The
most popular heat
other activity, so to be in the nicest
experiences in spas are saunas and
steam
possible surroundings is very
baths; people don’t want to have
to wait
important when it comes to
too long, they get bored very quickly,”
“The design
keeping customers engaged.”
he says.
and visual appeal of
Which, he ads, is beneficial
Design difference
the dry heat experience
from a number of angles.
features are vital to any
“The nicer you make it,
One step spas can take to prevent
spa. It’s the key to creating
they longer they’ll stay.
customers from losing interest and
And the longer they stay,
a spa journey that will
prompt them to extend their use of
the more chance of
facilities such as saunas, laconiums
see users want to
generating extra revenue.”
and tepidariums, is to up their game
return time and
when it comes to design. “The design
time again”
According to Frank Strobel,
really has to be up there, because
director of international sales at
there
isn’t very much to do inside somewhere
Klafs, the importance of great
like a
sauna, except sit there and relax,” says
design
in
keeping
customers
Chris Perry,
UK sales director for Italian brand Carmenta
entertained is something spas have
Wellness, whose
range of products include saunas, steam
come to realise. “Over the last few years,
baths and experience
we’ve seen many more design-oriente
d
questions from clients in terms of saunas
and other dry heat experiences, because
people are sitting in them for a relatively
long time,” he says. Cheryl Hanna,
spa
sales manager for Barr + Wray in the
UK,
emphasises the importance not just
of
the individual features, but of the entire
area. “The design and visual appeal
of
“
W
ellness isn’t about being
a particular body shape
or looking 20 years
younger, it’s about your
natural vitality. Wellness
is an internal view, it’s about how you feel
as much as about how you look – and
says Colin Farndon,
balance,”
it’s about
spa director at countryside hotel
Armathwaite Hall in the Lake District in
the UK, of the spa’s approach to wellness,
and the recently introduced Life Regimen
programme. The programme takes its
name from the Skin Regimen line,
launched by Italian skincare brand
Comfort Zone in 2013 and centred on a
holistic approach that incorporates
lifestyle factors such as diet, stress levels
and emotional wellbeing.
online at professionalspawellness.c om
Life Regimen has been developed by
Farndon and the spa and fitness team into
a wellbeing programme resting on four
pillars: skin, diet, exercise and rest.
Available as a one-day option, as a threeday retreat and as an ongoing programme
for local residents, it incorporates Comfort
Zone face and body treatments, fitness
assessments and personal training
sessions and thorough health tests that
include checking the client’s blood
pressure, heart rate, BMI, lung capacity
and blood glucose and cholesterol. The
one-day option and the membership
were introduced last month, while the
retreats, which soft launched in October,
will officially become part of the spa’s
offering in January.
Branded wellness
Farndon explains that wellness has always
been high on the list of priorities at
Armathwaite Hall, but that the initiatives
the spa previously ran did not quite have
the desired effect. “We have a really
ABOVE: The outdoor hot tub
BELOW: The dining room at Armathwaite Hall
online at professionalspawellness.co m
online at professionals pawellness.co
m
ARMATHWAITE HALL
SPA PROFILE
OPENING IMAGE: The spa lounge at Armathwaite Hall
OPPOSITE PAGE, BELOW LEFT: An exterior view of Armathwaite Hall
healthy membership, it’s gone from being about 60% full when I
started three years ago, to being oversubscribed with a waiting
list,” Farndon says. “So that was going very well, but we were
running lots of wellness initiatives that didn’t have great
participation rates and weren’t selling to the level I thought they
should be.” Life Regimen was developed because, Farndon
continues, Comfort Zone’s Skin Regimen concept corresponded
well with the approach the spa takes. “The holistic, balanced
approach fitted exactly with what we were already talking about
at the spa,” he says.
The Longevity element of Skin Regimen, focusing on longlasting health and beauty, is also well suited to the spa’s core
clientele. “We have a mature profile to our membership, from 35
upwards, so Longevity and positive ageing [works really well],”
Farndon comments. “They’re not interested in looking 20 when
they’re 60, they just want to be and look the best they can, for as
long as they can.” Another factor behind the decision to partner
with Comfort Zone and rework the spa’s wellbeing offering into
the Life Regimen programme was the ability to package it in a
straightforward, branded format.
Farndon says that the Life Regimen
membership, which is ongoing and
includes a monthly spa treatment and
personal training session and new
medical tests every few months,
proved popular with fitness club
members even before it launched.
“We’ve had a number of people
express an interest in migrating to a
Life Regimen membership,” he says.
“So, after two and a half years of
trying to get out there with wellness
17