Don't Let Your Systems Drive Your Customers Crazy! - Hospitality ...

SPA
Spa businesses that do not offer a relaxation area may decide
to redesign their space to incorporate a relaxation area, aiming to
increase and maintain competitiveness, retain existing clients and
attract new clients.
From the industry perspective, if a small proportion of spas
offer a facility or service, is it a unique differentiator which they
may promote to attract more visitors? For example, if only 7% of
spas offer a plunge pool, do they have a competitive advantage?
Could your spa business benefit from introducing new facilities
or services that are currently not very common in your market
place?
In order to attract visitors, it is critical spa businesses offer
facilities, treatments, services and products which consumers expect
and prefer. Study the industry benchmarks to fill in gaps in
the spa’s offerings and ensure spa menus, other printed collateral
and web sites effectively promote all of the offerings so the spa
does not fail a “paper” or “internet-based” evaluation by potential
clients.
Another purpose for industry research is to identify new industry
trends, which you may choose to, or not to, adopt, depending
on the business opportunity for your spa business. The trend
must comply with the vision, concept and brand image of your
spa, so for example, you may choose not to address the trend
of “more males visiting spas”, instead specialising in women’s issues
and related therapies to create a higher level of expertise and
reputation for such services, in comparison to your competitors
who may target both female and male clients.
“ …existing businesses can act to
retain existing clients by ensuring
service standards are high and their
offerings are effective and relevant to
their clients’ needs. ”
New spa developments may also use the industry statistics to
assist the concept design and planning of a new business. This is
often seen as a negative for existing survey participants, however
the availability of industry statistics may actually benefit existing
businesses as new entrants easily identify where the market is currently,
or potentially saturated, and choose a different concept
and path by offering alternative services. This also benefits the
new entrant by offering complementary services, rather than the
same services, and attempting to displace clients from existing
spas. Any new entrant into the market may be challenging, however
existing businesses can act to retain existing clients by ensuring
service standards are high and their offerings are effective and
relevant to their clients’ needs.
Why Suppliers, Financial Institutions, Associations, Tourism
Authorities and Other Related Organisations Need Spa Industry
Statistics
Over recent years, there has been a lot of hype about the
spa industry which has generally been positive for spa businesses
in terms of generating visits. However the downside of hype
without accurate facts is that suppliers, financial institutions, associations,
tourism authorities and related organisations cannot
support the industry effectively. Industry statistics give these related
organisations the necessary inputs for their own business
analysis and planning activities and it is very challenging for these
organisations to commit to the spa industry without supporting
information. For example:
Suppliers - design and develop relevant products and equipment to
support spa business;
Financial institutions - approve loans for new spa businesses or
expansion of existing spa businesses to realise business visions;
Associations - rally government and suppliers for industry incentives
and group discounts to minimise spa business costs; and
Tourism authorities - allocate funds for spa industry marketing and
awareness campaigns to increase spa visits.
The Connection Between Spas and Tourism
Domestic and international tourism statistics are included to
illustrate the volume of travellers and the incremental spa visits
which may be possible by effectively using relevant channels to
promote spa services and spa products.
Destination spas are close to tourists, given their integration
with accommodation facilities, and have a great opportunity to
maximise spa visits.
Day spas may also tap into this market segment through cooperative
marketing campaigns with nearby hotels (Source: Intelligent
Spas, Spa Integration for Hotels, Resorts, Serviced Apartments
and Similar Facilities).
Julie Garrow, Managing Director of Intelligent
Spas represented three of the big four
global tourism, leisure and hospitality consulting
firms in Australia and Singapore between
1992 and 2001 and draws on over seventeen
years research experience from both industry
and consulting perspectives.
Intelligent Spas is an independent research
company specializing in the spa industry.
Founded in Singapore in 2001, it has pioneered
spa industry research in the Asia Pacific region
and continues to publish a range of Spa Business
& Operations Manuals, Spa Consumer
Surveys and Spa Industry Surveys to assist the
development and growth of this niche industry. Intelligent Spas
provides research which businesses find logistically and financially
impossible to collect.
Independence Defined...
Intelligent Spas is unique as it offers a completely independent
view of the spa industry. All our research is self-funded and Intelligent
Spas:
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Does not conduct consulting studies for individual
businesses;
Does not form alliances with third parties;
Does not have interests in other businesses; and
Is not influenced by members, committees or sponsors.
This independence policy ensures the confidentiality of all
individual survey responses submitted is maintained, and publications
are prepared without bias and for the benefit of all members
of the spa industry.
For more information, please visit www.intelligentspas.com
HOSPITALITY MALDIVES OCTOBER/NOVEMBER 2006 29