As spas emerge from lockdowns, how are they maintaining a rave-worthy guest
experience? Samantha Dunn checks out the new normal at Elysia Wellness Retreat
Perched on a hilltop, the 18-acre Elysia Wellness Retreat enjoys stunning views over the vineyards of Australia’s oldest wine district – the Hunter Valley. Located only two hours from Sydney, the resort pioneered wellness hospitality in Australia when it opened as the Golden Door Health Retreat in 1993.
The property, and its 26-treatment-room spa, was rebranded to Elysia Wellness Retreat when purchased by Minor Hotels in July 2019. Guests stay in one of 74 retreat villas which are also used for spillover accommodation for the adjoining Cypress Lakes golf resort, owned by Minor as well.
COVID-19 restrictions & rules In Australia, COVID-19 restrictions vary by state. Lockdowns first came into effect in New South Wales on 16 March. By 31 March non-essential businesses closed and holidaying in regional areas was declared a crime, so Elysia – and every other spa in NSW – shut its doors.
The ban on intrastate travel was lifted on 1 June and Sydney-siders were quick to book their escapes. Spas and salons re-opened at the same time, conditional upon completing the government’s COVID-19 Safety Plan – http://lei.sr/Y6V3X – and registering as a Covid Safe Business with requirements covering physical distancing, hygiene and cleaning and obligatory record keeping of guests.
The penalties for non-compliance are steep, with on-the-spot fines of up to AU$55,000 (US$38,960, €32,880 £29,850) and ultimately shutting the business for up to a month.
The offer By all appearances, Elysia’s service offering has not changed post COVID. The menu lists over 50 items ranging from Babor facials and it signature watsu to a collection of complementary therapies like reiki, breathwork and counselling. However, it seems that many of the specialist services are performed by contractors with very limited availability.
Overall, the wellness fundamentals are covered but I was surprised Elysia isn’t offering immune-boosting or mental wellbeing solutions post pandemic. This could be a golden opportunity. Although my therapist says the retreat is already in high demand and the spa is fully booked everyday. People apparently “just want a touch of normal to make themselves feel better” rather than different treatments.
Part of ‘feeling better’ is feeling safe, and Elysia has gone full-out in communicating its initiatives to reassure guests. The company launched its Elysia SureStay programme, which raises hygiene standards and practices from commercial grade to ‘hospital grade’, on 1 July and the website explains the new guest journey in great detail.
Booking There’s no online booking option for day guests and after several unanswered calls Elysia responded to a voicemail I left the next day. I was able to book the one remaining slot for the following week. One missed opportunity is that they didn’t send consultation or waiver forms in advance. This would have eliminated the time in reception with the considerable physical paperwork.
Arrival/check-In Arrival at Elysia is impressive. Navigating up the hill through security gates and a mob of kangaroos, you arrive at a huge golden door. I’d expected to sign in via a QR code, but a laminated sign taped to the door instructed me to press the buzzer for service.
The welcome was far from gracious. A tiny figure with a clipboard was curt when I asked if my friend could wait for me in the cafe and reluctantly allowed her to sit in the changing room. That, unfortunately, set the tone of the whole visit. Staff were polite and performed their duties effectively, but there was little effort (or opportunity maybe?) to build rapport.
Design and facility use The spa had been open three months by the time I visited and the new detailed procedures appeared entrenched – temperature checks, plexiglass shields at reception, sanitising stations, strict single use of pens, spaced-out seating and clear physical distancing signs and markers. They had also stopped the use of shared facilities such as the steamroom and removed all reading material and product testers.
The protective efforts were visible everywhere and very reassuring. However nothing had been added back, and in its bareness the age of the property was fully exposed. It looked tired and in need of a refresh. The lack of vitality was exacerbated by a lack of lighting and other elements that brighten the ambience, such as music and aroma.
The experience After checking in, a maskless therapist escorted us to the change room, rapidly pointing out various spaces as she set a cracking pace to ensure she was always 1.5m ahead. Although I’d brought a mask with me, there was no request for me to wear it. We were offered herbal tea before being left in the spartan relaxation room.
The only staff member who I felt the opportunity to make a human connection with was my therapist. But she wore a mask which muffled her already soft voice and made her difficult to understand at times.
I chose the 50-minute Classic Facial for AU$120 (US$88, €74, £66) which uses Babor’s Skinovage range. My therapist asked about my skin concerns so she could customise the cleansing base, but there was no consultation as such. Her eight years’ experience was evident through her nurturing touch, however I was keen to know why the products were special and how they would benefit my skin. Communication on this could be strengthened.
The treatment was relaxing, although efficacy was undermined by two facial steamers failing to work and we continued sans-steam.
My skin didn’t feel any better after the treatment, and in fact became more blotchy as the day wore on. I think I’d have felt better about this if I’d been reassured on the benefits.
While the treatment itself met expectations, I feel the overall experience could be greatly improved with more attention to ambience and the ‘guest journey’. After my treatment I was escorted directly to the changing room. No post-treatment relaxation, refreshment or advice. No retail opportunity. No invitation to re-book. A surcharge was applied for contactless payment and poor wifi meant my payment was declined several times.
Summary Sadly, I was disappointed by my experience at Elysia. The treatment menu is solid and service delivery competent, but as a day visitor I didn’t feel cared for. Restrictions have created a weird environment. The spa was fully booked, and yet it looked and felt like a ghost town. Apart from a few guests coming and going from the spa reception, I didn’t see a soul in the rest of the spa or main retreat building. And while the retreat is doing all the right things to be COVID-safe, it didn’t live up to my expectations for guest service or presentation.
I hope that under the ownership of Minor Hotels, the resort can be refreshed and a more service-oriented culture nurtured.
What’s the score?
Ease of booking – 5
Explaining/demonstrating
new protocols – 6
Cleanliness/hygiene – 8
Social distancing measures – 8
Safety precautions
(temperature checks, PPE etc) – 9
Staff – 5
Experience/treatment – 5
Overall experience – 5
Melissa Ingram, client services manager, Elysia
We apologise that this experience did not meet expectations. Fostering a culture of community with personalised attention is important to us, evident through our many repeat guests.
Since COVID-19, a focus on mental health has been included by adding counselling, wellness coaching, hypnotherapy and NLP. All our food is immune boosting. We agree that we take our COVID safe plan very seriously.
We consistently train team members to maintain high standards and will take this feedback on board.
Samantha Dunn is a leading global wellness consultant. | [email protected]
Read more from this issue of Attractions Management magazine
View contents of Attractions Management 2020 issue 4
Editor's letter: Nurturing mental health
It’s time for spas re-evaluate their mental wellness approach to help governments and society to tackle the escalating mental health crisis says Katie Barnes
Spa people: Dr Narinthorn Surasinthon
RAKxa Jai, a cutting-edge medi-wellness spa, has opened in partnership with Bumrungrad International Hospital and Minor Hotels in Bangkok. Spa Business talks to its COO
Spa people: Isabelle Duchesneau
The executive director of Québec's Le Monastère Augustines explains why its priority of serving caretakers is more relevant today than ever
Spa people: Michael Banissy
The world's largest study on touch uncovers the role it plays in our health and wellbeing. Spa Business talks to the lead researcher
Interview: Krip Rojanastien
Chiva-Som’s CEO talks to Spa Business magazine about guiding the destination spa through COVID-19 and its first contract management project in Qatar
Ask an expert: Corridors of power
What will it take to make politicians realise the value of spas? Spa Business magazine asks those in government and others who’ve made inroads
Promotion: Artofcryo: Cold Calling
Artofcryo.com aims to offer the best whole-body cryotherapy chambers as well as a complete, reliable and effective solution for operators and results for guests
Promotion: ISPA: Lead, inform, inspire
Lead, Inform, Inspire. It’s been quite a year for ISPA, with its firm commitment to supporting members through the pandemic, as president, Lynne McNees explains
Interview: Mark Hennebry
Ensana’s chair tells Spa Business magazine about its landmark development, Buxton Crescent, one of the only genuine spa hotels in the UK
Promotion: Lemi: Creating the dream team
This year leading Italian supplier Lemi launched three new spa solutions, and ventured into the creation of signature treatments for the first time. General manager Matteo Brusaferri explains why he sees this as the way forward to help spas maximise their investment
Interview: Luisa Anderson
A Longevity Garden and inner healing room are just two of the extra special features at the new Healing Village Spa at Four Seasons Jimbaran Bay, Bali, says its regional spa director
Promotion: Biologique Recherche
Skincare specialist, Biologique Recherche, is using its knowledge of chronobiology to create new approaches to skincare which yield powerful results
Event review: Global Wellness Summit 2020
This year’s Global Wellness Summit saw two US surgeon generals, leading spa stakeholders and wellness professionals look towards the role they have to play following the global pandemic. Spa Business magazine gives its highlights
Research: Matter of minds
A new study is the first to define and put a value on the global mental wellness industry – estimating it to be worth US$121bn. But what does this mean for spas?
Sponsored briefing: Starpool: Cargo-tecture
During lockdown, Riccardo Turri, CEO of Starpool, was inspired to create a whole new category of product, based on recycled containers. The result is the new i.con spa brand, which fuses luxury, wellness, recycling and design
Software: All booked up
Spa software suppliers take a look at 'big data' to reveal the booking trends they’ve seen since spas have reopened
Promotion: Voya: supporting spa partners
Jessica Anhold, Voya’s head of global sales and marketing, talks community in a time of crisis and how the company is supporting its spa partners
An opportunity to reimagine one of the UK’s most recognisable towers has been formally
opened by Rivington Hark, as St Johns Beacon invites operators and partners to shape its
next phase. [more...]
As spas emerge from lockdowns, how are they maintaining a rave-worthy guest
experience? Samantha Dunn checks out the new normal at Elysia Wellness Retreat
Perched on a hilltop, the 18-acre Elysia Wellness Retreat enjoys stunning views over the vineyards of Australia’s oldest wine district – the Hunter Valley. Located only two hours from Sydney, the resort pioneered wellness hospitality in Australia when it opened as the Golden Door Health Retreat in 1993.
The property, and its 26-treatment-room spa, was rebranded to Elysia Wellness Retreat when purchased by Minor Hotels in July 2019. Guests stay in one of 74 retreat villas which are also used for spillover accommodation for the adjoining Cypress Lakes golf resort, owned by Minor as well.
COVID-19 restrictions & rules In Australia, COVID-19 restrictions vary by state. Lockdowns first came into effect in New South Wales on 16 March. By 31 March non-essential businesses closed and holidaying in regional areas was declared a crime, so Elysia – and every other spa in NSW – shut its doors.
The ban on intrastate travel was lifted on 1 June and Sydney-siders were quick to book their escapes. Spas and salons re-opened at the same time, conditional upon completing the government’s COVID-19 Safety Plan – http://lei.sr/Y6V3X – and registering as a Covid Safe Business with requirements covering physical distancing, hygiene and cleaning and obligatory record keeping of guests.
The penalties for non-compliance are steep, with on-the-spot fines of up to AU$55,000 (US$38,960, €32,880 £29,850) and ultimately shutting the business for up to a month.
The offer By all appearances, Elysia’s service offering has not changed post COVID. The menu lists over 50 items ranging from Babor facials and it signature watsu to a collection of complementary therapies like reiki, breathwork and counselling. However, it seems that many of the specialist services are performed by contractors with very limited availability.
Overall, the wellness fundamentals are covered but I was surprised Elysia isn’t offering immune-boosting or mental wellbeing solutions post pandemic. This could be a golden opportunity. Although my therapist says the retreat is already in high demand and the spa is fully booked everyday. People apparently “just want a touch of normal to make themselves feel better” rather than different treatments.
Part of ‘feeling better’ is feeling safe, and Elysia has gone full-out in communicating its initiatives to reassure guests. The company launched its Elysia SureStay programme, which raises hygiene standards and practices from commercial grade to ‘hospital grade’, on 1 July and the website explains the new guest journey in great detail.
Booking There’s no online booking option for day guests and after several unanswered calls Elysia responded to a voicemail I left the next day. I was able to book the one remaining slot for the following week. One missed opportunity is that they didn’t send consultation or waiver forms in advance. This would have eliminated the time in reception with the considerable physical paperwork.
Arrival/check-In Arrival at Elysia is impressive. Navigating up the hill through security gates and a mob of kangaroos, you arrive at a huge golden door. I’d expected to sign in via a QR code, but a laminated sign taped to the door instructed me to press the buzzer for service.
The welcome was far from gracious. A tiny figure with a clipboard was curt when I asked if my friend could wait for me in the cafe and reluctantly allowed her to sit in the changing room. That, unfortunately, set the tone of the whole visit. Staff were polite and performed their duties effectively, but there was little effort (or opportunity maybe?) to build rapport.
Design and facility use The spa had been open three months by the time I visited and the new detailed procedures appeared entrenched – temperature checks, plexiglass shields at reception, sanitising stations, strict single use of pens, spaced-out seating and clear physical distancing signs and markers. They had also stopped the use of shared facilities such as the steamroom and removed all reading material and product testers.
The protective efforts were visible everywhere and very reassuring. However nothing had been added back, and in its bareness the age of the property was fully exposed. It looked tired and in need of a refresh. The lack of vitality was exacerbated by a lack of lighting and other elements that brighten the ambience, such as music and aroma.
The experience After checking in, a maskless therapist escorted us to the change room, rapidly pointing out various spaces as she set a cracking pace to ensure she was always 1.5m ahead. Although I’d brought a mask with me, there was no request for me to wear it. We were offered herbal tea before being left in the spartan relaxation room.
The only staff member who I felt the opportunity to make a human connection with was my therapist. But she wore a mask which muffled her already soft voice and made her difficult to understand at times.
I chose the 50-minute Classic Facial for AU$120 (US$88, €74, £66) which uses Babor’s Skinovage range. My therapist asked about my skin concerns so she could customise the cleansing base, but there was no consultation as such. Her eight years’ experience was evident through her nurturing touch, however I was keen to know why the products were special and how they would benefit my skin. Communication on this could be strengthened.
The treatment was relaxing, although efficacy was undermined by two facial steamers failing to work and we continued sans-steam.
My skin didn’t feel any better after the treatment, and in fact became more blotchy as the day wore on. I think I’d have felt better about this if I’d been reassured on the benefits.
While the treatment itself met expectations, I feel the overall experience could be greatly improved with more attention to ambience and the ‘guest journey’. After my treatment I was escorted directly to the changing room. No post-treatment relaxation, refreshment or advice. No retail opportunity. No invitation to re-book. A surcharge was applied for contactless payment and poor wifi meant my payment was declined several times.
Summary Sadly, I was disappointed by my experience at Elysia. The treatment menu is solid and service delivery competent, but as a day visitor I didn’t feel cared for. Restrictions have created a weird environment. The spa was fully booked, and yet it looked and felt like a ghost town. Apart from a few guests coming and going from the spa reception, I didn’t see a soul in the rest of the spa or main retreat building. And while the retreat is doing all the right things to be COVID-safe, it didn’t live up to my expectations for guest service or presentation.
I hope that under the ownership of Minor Hotels, the resort can be refreshed and a more service-oriented culture nurtured.
What’s the score?
Ease of booking – 5
Explaining/demonstrating
new protocols – 6
Cleanliness/hygiene – 8
Social distancing measures – 8
Safety precautions
(temperature checks, PPE etc) – 9
Staff – 5
Experience/treatment – 5
Overall experience – 5
Melissa Ingram, client services manager, Elysia
We apologise that this experience did not meet expectations. Fostering a culture of community with personalised attention is important to us, evident through our many repeat guests.
Since COVID-19, a focus on mental health has been included by adding counselling, wellness coaching, hypnotherapy and NLP. All our food is immune boosting. We agree that we take our COVID safe plan very seriously.
We consistently train team members to maintain high standards and will take this feedback on board.
Samantha Dunn is a leading global wellness consultant. | [email protected]
Read more from this issue of Attractions Management magazine
View contents of Attractions Management 2020 issue 4
Editor's letter: Nurturing mental health
It’s time for spas re-evaluate their mental wellness approach to help governments and society to tackle the escalating mental health crisis says Katie Barnes
Spa people: Dr Narinthorn Surasinthon
RAKxa Jai, a cutting-edge medi-wellness spa, has opened in partnership with Bumrungrad International Hospital and Minor Hotels in Bangkok. Spa Business talks to its COO
Spa people: Isabelle Duchesneau
The executive director of Québec's Le Monastère Augustines explains why its priority of serving caretakers is more relevant today than ever
Spa people: Michael Banissy
The world's largest study on touch uncovers the role it plays in our health and wellbeing. Spa Business talks to the lead researcher
Interview: Krip Rojanastien
Chiva-Som’s CEO talks to Spa Business magazine about guiding the destination spa through COVID-19 and its first contract management project in Qatar
Ask an expert: Corridors of power
What will it take to make politicians realise the value of spas? Spa Business magazine asks those in government and others who’ve made inroads
Promotion: Artofcryo: Cold Calling
Artofcryo.com aims to offer the best whole-body cryotherapy chambers as well as a complete, reliable and effective solution for operators and results for guests
Promotion: ISPA: Lead, inform, inspire
Lead, Inform, Inspire. It’s been quite a year for ISPA, with its firm commitment to supporting members through the pandemic, as president, Lynne McNees explains
Interview: Mark Hennebry
Ensana’s chair tells Spa Business magazine about its landmark development, Buxton Crescent, one of the only genuine spa hotels in the UK
Promotion: Lemi: Creating the dream team
This year leading Italian supplier Lemi launched three new spa solutions, and ventured into the creation of signature treatments for the first time. General manager Matteo Brusaferri explains why he sees this as the way forward to help spas maximise their investment
Interview: Luisa Anderson
A Longevity Garden and inner healing room are just two of the extra special features at the new Healing Village Spa at Four Seasons Jimbaran Bay, Bali, says its regional spa director
Promotion: Biologique Recherche
Skincare specialist, Biologique Recherche, is using its knowledge of chronobiology to create new approaches to skincare which yield powerful results
Event review: Global Wellness Summit 2020
This year’s Global Wellness Summit saw two US surgeon generals, leading spa stakeholders and wellness professionals look towards the role they have to play following the global pandemic. Spa Business magazine gives its highlights
Research: Matter of minds
A new study is the first to define and put a value on the global mental wellness industry – estimating it to be worth US$121bn. But what does this mean for spas?
Sponsored briefing: Starpool: Cargo-tecture
During lockdown, Riccardo Turri, CEO of Starpool, was inspired to create a whole new category of product, based on recycled containers. The result is the new i.con spa brand, which fuses luxury, wellness, recycling and design
Software: All booked up
Spa software suppliers take a look at 'big data' to reveal the booking trends they’ve seen since spas have reopened
Promotion: Voya: supporting spa partners
Jessica Anhold, Voya’s head of global sales and marketing, talks community in a time of crisis and how the company is supporting its spa partners
A new immersive attraction designed to transport visitors into the final hours of ancient Pompeii
is preparing to open near the world-famous archaeological site in southern Italy.
Experience design company, BRC Imagination Arts, has completed a transition that sees founder
Bob Rogers pass ownership of the business to four long-serving senior executives, while
remaining actively involved with the company.
Movie Park Germany has opened a new Paramount Pictures-themed attraction as part of its 30th
anniversary celebrations, using immersive storytelling and adaptive reuse to reinforce the park’s
longstanding “Hollywood in Germany” positioning.
Therme Manchester’s 28-acre development, which will include interconnected glass pavilions
that measure 65,000sq m, will be the largest bathing and wellbeing attraction in the world once
complete, according to prof David Russell, CEO of Therme UK.
Efteling has opened Hooghmoed, a new family drop tower designed to broaden the appeal of its
recently launched Sirene Island themed area and introduce younger visitors to thrill attractions.
A proposed Puy du Fou development near Bicester and Universal Destinations and Experiences’
planned resort in Bedford are emerging as part of a wider transformation of the Oxford–
Cambridge Growth Corridor into a major centre for UK leisure and tourism inv
Shedd Aquarium has opened the Immersion Theater developed in partnership with SimEx-
Iwerks, as part of a wider strategy to enhance the guest experience and create additional
revenue opportunities.
The UK government has announced a temporary reduction in VAT on visitor attractions and
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visitor economy and encourage family days out.
As designer Yinka Ilori prepares for his first solo gallery show in London, he speaks exclusively
to CLADmag about his mission to spread joy, the power of play, and his bold approach to using
colour (including the colours you won’t see in his work).
The government of Thailand is exploring plans for a THB300bn (£6.3bn, US$8.3bn)
entertainment complex in the country’s Eastern Economic Corridor (EEC), with officials
proposing a large-scale theme park and sports destination as part of a broader tourism and
economic development strategy.
An opportunity to reimagine one of the UK’s most recognisable towers has been formally
opened by Rivington Hark, as St Johns Beacon invites operators and partners to shape its
next phase. [more...]
