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Spa Management Workforce & Education: Addressing Market Gaps The following charts provide additional details about how both survey groups rated various skills/characteristics for spa managers. As above, the answers we relatively consistent across both groups, with some variations in the middle tier of skills – for example, spa managers/directors tended to rate “Dedication/hard-working” as more important, while industry executives/leaders tended to rate “Business savvy/management skills” as more important. What skills, characteristics, and qualities are needed to succeed in spa management? From the perspective of: Industry Executives/Leaders Leadership Communicat. & interpers. skills Problem-solving Teamwork Business savvy/mgmt. skills Dedication/hard-working Ethics Confidence/self-esteem Time mgmt./multi-tasking Flexibility/adaptability Strategic thinking IT skills 4% 6% 13% 15% 15% 15% 19% 21% 26% 29% 29% 23% 96% 94% 87% 85% 85% 84% 81% 79% 74% 71% 69% 68% 0% 20% 40% 60% 80% 100% Very Important Moderately Important N=159 Spa Managers/Directors Leadership Communicat. & interpers. skills Problem-solving Dedication/hard-working Teamwork Ethics Confidence/self-esteem Business savvy/mgmt. skills Time mgmt./multi-tasking Flexibility/adaptability Strategic thinking IT skills 2% 2% 5% 5% 6% 6% 6% 8% 9% 10% 11% 37% 59% 98% 98% 95% 95% 94% 94% 93% 92% 91% 89% 88% 0% 20% 40% 60% 80% 100% Very Important Moderately Important N=469 20 © Global Spa & Wellness Summit LLC
Spa Management Workforce & Education: Addressing Market Gaps Looking at the survey responses on a regional basis, there are many commonalities in the emphasis placed on key skills, characteristics, and qualities for spa managers/directors across different regions of the world, as reflected in the table below. “Leadership” appears at the top of the list in every region, and “Communications & interpersonal skills” also appears in the top five for every region. “Teamwork” is among the top five skills for all regions except North America. Interestingly, “Business savvy/management skills” appears at the top only in Asia- Pacific, while “Ethics” receives much greater emphasis in Latin America-Caribbean and North America than in other regions. “Dedication/hard-working” also receives much more weight in North America as compared to other regions. Top Five Skills & Characteristics Emphasized by Spa Managers/Directors Across Five Regions Asia-Pacific Europe Latin America- Caribbean Middle East- Africa North America 1. Leadership 1. Leadership 1. Leadership 1. Leadership 1. Leadership 2. Communic. & interpers. skills 2. Teamwork 2. Communic. & interpers. skills 2. Communic. & interpers. skills 2. Communic. & interpers. skills 3. Teamwork 3. Time mgmt./ multi-tasking 4. Problemsolving 4. Communic. & interpers. skills 3. Ethics 3. Teamwork 3. Dedication/ hard-working 4. Teamwork 4. Flexibility/ adaptability 4. Ethics 5. Bus. savvy/ mgmt. skills 5. Problemsolving 5. Strategic thinking 5. Time mgmt./ multi-tasking 5. Problemsolving N=91 N=43 N=24 N=21 N=290 Note: The data presented in the table above are drawn from the Spa Managers/Directors survey only. Regional data are not presented for the Industry Leaders/Executives survey because the response rate was not large enough to provide a statistically valid breakdown of responses by region. Suffice it to say, the regional responses by Industry Leaders/Executives generally paralleled the top responses presented above, with some slight variations in rankings. 3. Variations in spa management skills and responsibilities across different regions Apart from the minor variations described in the sections above, the skills and job responsibilities for spa managers/directors are considered to be remarkably consistent across different countries and regions around the world. Among the many industry leaders and executives interviewed for this study, there was nearly unanimous agreement that the skill set required of spa managers/directors is largely the same no matter what country they are working in – at the end of the day, a spa is a commercial business, and fundamental business skills apply everywhere. Where regional and cultural differences do become important from a spa management perspective, however, is in the types of support networks and “people management” skills that may be needed within a spa. © Global Spa & Wellness Summit LLC 21
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