Virtual educational has been a great success, says Teal
According to CEO of Aromatherapy Associates (AA), Anna Teal, online retail has been crucial for business following the enforced closure of spas. Speaking to Spa Business, she shares some of the group’s innovations which are helping it to connect to customers in a new way.
As a company, AA has historically drawn around 70 per cent of income from the 495 spas it supplies globally, but since the lockdown 80 per cent of its revenue has been generated by online retail and 20 per cent from facilities.
The company’s web traffic is up 500 per cent as consumer interest in at-home wellness surged. One particular success story has been its complimentary, digital, education sessions – MirrorMe calls conducted via Zoom – which attract 120-150 attendees a week. The majority of attendees pre-purchase an AA product pack, costing around £75 (US$99, €84), and a therapist then explains how to use the products and the theory behind aromatherapy.
“This exemplifies how you can use digital to engage with people in different ways, drive revenue and educate them, even though spas may be closed,” says Teal.
That’s not to say the company is switching tack, by June next year Teal is aiming to have spas propping up 40-50 per cent of revenue. But she does believe businesses need to adapt in a post-COVID-19 world where consumers may be nervous about returning to spas – and to use this as an opportunity.
“The role of DIY wellness is going to stick around and this is something for spas to reflect on,” she says. “There needs to be a conversation about reevaluating the role of the therapist. They’ll still deliver hands-on treatments, but there’s nothing stopping spas from engaging with customers by hosting virtual educational calls.
“If you keep a conversation going with customers even when you’re not physically with them, it gives you more opportunity to sell to them.”
In another move to adapt, AA has just revealed four no-touch treatment programmes for its hotel partners and spa accounts to offer wellbeing experiences outside the spa (see p24).
Read more from this issue of Attractions Management magazine
View contents of Attractions Management 2020 issue 3
Editor's letter: The fight ahead
There’s a huge job of work to do to build our reputation and win support in the corridors of power, says Katie Barnes
Spa people: Patrick Huey
The vice-president of spa and retail at Montage talks about his new role as ISPA chair, Black Lives Matter and how his spas are fighting back against COVID-19
Spa people: Rianna Riego
Wellness consultant Rianna Riego speaks out about racial discrimination in the global spa industry
Spa people: Anna Teal
The CEO of Aromatherapy Associates outlines the online innovations it's using to connect with customers in exciting new ways
Spa programmes: On the menu
How are spas changing their treatments and services now they’re staring to reopen again?
Interview: Lee Woon Hoe
Banyan Tree’s executive director of wellbeing tells Spa Business magazine why now is the right time for the group to launch its new wellness concept
Ask an expert: Spa design 2030
Spa Business magazine asks leading designers and architects to give their predictions about pandemic-proof spa models
Promotion: Trendsetting
Design specialists, The Wellness, worked with in-house engineers for Jumeirah to create a state-of-the-art gym for Talise Fitness at the Jumeirah Al Naseem in Dubai
Research: Manner of speaking
ISPA’s latest study reveals consumer attitudes in the aftermath of COVID-19. Josh Corman picks out the key details
Research: New perspectives
Two surveys in the UK highlight both spa operator and spa-goer insights as facilities across the country begin to welcome guests back
Promotion: The power of touchless
Spa and wellness innovator, Sammy Gharieni, reveals how his on-trend products are perfect for delivering high-value touchless treatments
Country focus: Best of British
We take a look at the standout concepts offered in the world-class spas that have opened in the UK over the last three years
Promotion: Sustain and regenerate
Sustainable skincare brand, Comfort Zone, has radically reinvented its entire Sacred Nature line, driven by the ambition to create some of the world’s first carbon-negative products
Interview: Emma Darby
Despite closing during in lockdown, some Resense spas still hit revenue targets. Its COO tells Spa Business magazine how
Promotion: Redefining the snowroom
Italian snowroom expert, TechnoAlpin, has collaborated with groundbreaking architectural practice, Snøhetta, to create a snowroom like no other
Medi-wellness: On good termes
Italy’s Long Life clinic, which offers anti-ageing science alongside water cures, is gaining greater attention post-lockdown. Sophie Benge pays a visit
Supplier showcase: Premium Fitness
Dormy House has partnered with Matrix Fitness to create two fully-connected fitness suites to take its offering to a new and more sophisticated level @DormyHouse @MatrixFitnessUK
Promotion: Sothys
Sothys’ beauty treatment designer, Séverine Monjanel, and training director, Isabelle Villey, talk to Spa Business about the company’s new authentic ancestral Indonesian treatment
Virtual educational has been a great success, says Teal
According to CEO of Aromatherapy Associates (AA), Anna Teal, online retail has been crucial for business following the enforced closure of spas. Speaking to Spa Business, she shares some of the group’s innovations which are helping it to connect to customers in a new way.
As a company, AA has historically drawn around 70 per cent of income from the 495 spas it supplies globally, but since the lockdown 80 per cent of its revenue has been generated by online retail and 20 per cent from facilities.
The company’s web traffic is up 500 per cent as consumer interest in at-home wellness surged. One particular success story has been its complimentary, digital, education sessions – MirrorMe calls conducted via Zoom – which attract 120-150 attendees a week. The majority of attendees pre-purchase an AA product pack, costing around £75 (US$99, €84), and a therapist then explains how to use the products and the theory behind aromatherapy.
“This exemplifies how you can use digital to engage with people in different ways, drive revenue and educate them, even though spas may be closed,” says Teal.
That’s not to say the company is switching tack, by June next year Teal is aiming to have spas propping up 40-50 per cent of revenue. But she does believe businesses need to adapt in a post-COVID-19 world where consumers may be nervous about returning to spas – and to use this as an opportunity.
“The role of DIY wellness is going to stick around and this is something for spas to reflect on,” she says. “There needs to be a conversation about reevaluating the role of the therapist. They’ll still deliver hands-on treatments, but there’s nothing stopping spas from engaging with customers by hosting virtual educational calls.
“If you keep a conversation going with customers even when you’re not physically with them, it gives you more opportunity to sell to them.”
In another move to adapt, AA has just revealed four no-touch treatment programmes for its hotel partners and spa accounts to offer wellbeing experiences outside the spa (see p24).
Read more from this issue of Attractions Management magazine
View contents of Attractions Management 2020 issue 3
Editor's letter: The fight ahead
There’s a huge job of work to do to build our reputation and win support in the corridors of power, says Katie Barnes
Spa people: Patrick Huey
The vice-president of spa and retail at Montage talks about his new role as ISPA chair, Black Lives Matter and how his spas are fighting back against COVID-19
Spa people: Rianna Riego
Wellness consultant Rianna Riego speaks out about racial discrimination in the global spa industry
Spa people: Anna Teal
The CEO of Aromatherapy Associates outlines the online innovations it's using to connect with customers in exciting new ways
Spa programmes: On the menu
How are spas changing their treatments and services now they’re staring to reopen again?
Interview: Lee Woon Hoe
Banyan Tree’s executive director of wellbeing tells Spa Business magazine why now is the right time for the group to launch its new wellness concept
Ask an expert: Spa design 2030
Spa Business magazine asks leading designers and architects to give their predictions about pandemic-proof spa models
Promotion: Trendsetting
Design specialists, The Wellness, worked with in-house engineers for Jumeirah to create a state-of-the-art gym for Talise Fitness at the Jumeirah Al Naseem in Dubai
Research: Manner of speaking
ISPA’s latest study reveals consumer attitudes in the aftermath of COVID-19. Josh Corman picks out the key details
Research: New perspectives
Two surveys in the UK highlight both spa operator and spa-goer insights as facilities across the country begin to welcome guests back
Promotion: The power of touchless
Spa and wellness innovator, Sammy Gharieni, reveals how his on-trend products are perfect for delivering high-value touchless treatments
Country focus: Best of British
We take a look at the standout concepts offered in the world-class spas that have opened in the UK over the last three years
Promotion: Sustain and regenerate
Sustainable skincare brand, Comfort Zone, has radically reinvented its entire Sacred Nature line, driven by the ambition to create some of the world’s first carbon-negative products
Interview: Emma Darby
Despite closing during in lockdown, some Resense spas still hit revenue targets. Its COO tells Spa Business magazine how
Promotion: Redefining the snowroom
Italian snowroom expert, TechnoAlpin, has collaborated with groundbreaking architectural practice, Snøhetta, to create a snowroom like no other
Medi-wellness: On good termes
Italy’s Long Life clinic, which offers anti-ageing science alongside water cures, is gaining greater attention post-lockdown. Sophie Benge pays a visit
Supplier showcase: Premium Fitness
Dormy House has partnered with Matrix Fitness to create two fully-connected fitness suites to take its offering to a new and more sophisticated level @DormyHouse @MatrixFitnessUK
Promotion: Sothys
Sothys’ beauty treatment designer, Séverine Monjanel, and training director, Isabelle Villey, talk to Spa Business about the company’s new authentic ancestral Indonesian treatment
Abu Dhabi-based investment firm Mubadala Capital has made a binding, fully financed
€1 billion
offer to acquire Pierre and Vacances SA, the European holiday resort operator behind the
continental European Center Parcs business.
Disney has reaffirmed its commitment to investing US$30 billion in its US parks and cruise
business by 2033, using new America250 celebrations to underline the role its attractions play
in supporting jobs, tourism and economic growth.
Expo 2030 Riyadh is being planned as a permanent visitor destination, with organisers
confirming the six-million-square-metre site will become a Global Village after the event closes.
The owner of one of Australia's best-known waterparks has acquired a major competitor,
creating a new attractions business spanning two of the country's largest visitor destinations.
The Toverland theme park in the Netherlands has announced a €98m expansion programme
that will add a resort, new attractions and staff facilities as it pursues plans to become a multi-
day destination.
Hotel de France, located on the British Isle of Jersey, has created a wellness retreat package
that includes a hot yoga session that will take place in Jersey Zoo’s butterfly sanctuary.
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.
+ More news
COMPANY PROFILES
Polin Waterparks Polin was founded in Istanbul in 1976. Polin
has since grown into a leading company in
the waterpa [more...]
Sally Corporation Our services include: Dark ride design & build; Redevelopment of existing attractions; High-quality [more...]
