Spa trends, innovations and concepts, investments in biohacking and science all underpinned topics at the Spa & Wellness International Congress in Azerbaijan. Lisa Starr shares her takeaways
By Lisa Starr | Published in Spa Business 2020 issue 1
Spa & Wellness International Congress in Azerbaijan / Ana Flasker/SHUTTERSTOCK
In December, 260 spa professionals from 15 countries gathered in Baku, Azerbaijan, for the sixth annual Spa & Wellness International Congress, oriented to businesses in the Russian-speaking regions of the world. Organiser Elena Bogacheva, president of Russia’s Spa & Wellness International Council (SWIC), and CEO of consulting firm Spa Priori, put together an insightful four-day event.
Opening day, panels covered wide-ranging topics such as current spa concepts, wellness marketing and KPIs. Dr Tamaz Mchedlidze, creator of the Bioli Medical Wellness Resort in Georgia, shared the vision behind the resort’s successful mix of stress management, exercise, and functional nutrition. Later on, the resort received SWIC’s 2019 Perfect Spa Award (see opposite), along with Gazelli Art House, a gorgeous multi-faceted business in downtown Baku which hosted delegates for an evening.
On subsequent days, the congress was divided into sections such as Hotel & Resort Spa Segment Trends and Day Spa Best Practices, enabling deeper dives into content specific to these markets. There were numerous insightful presentations on subjects such as investments in biohacking, wellness architecture, and budgeting & cash flow management.
Meanwhile, in evening discussions, many delegates voiced their concerns about black market spas, especially in Moscow. These non-licensed facilities offer cheaper services and are tempting staff from legitimate spas with unrealistic compensation schemes. In other news, however, it was noted that younger clients are drawn to more sustainable businesses and practices.
In a Scientific Conference on the fourth day, professors and doctors gave expert presentations on Age in the 21st Century; Innovative Laboratory Diagnostics; and hormones, beauty and ageing.
The congress concluded with a gala dinner, with copious amounts of food, wine and a fun atmosphere emceed by Russian talk show host Alexander Gerasimov. The delegation now look forward to meeting again in Minsk, Belarus, on 15-18 September 2020.
2019 Perfect Spa Award winners:
Day Spa:
Riviera Day Spa (Minsk, Belarus)
Medical Spa:
Gazelli House Wellness Center (Baku, Azerbaijan)
Wellness Resort:
Bioli Medical Wellness Resort (Tbilisi, Georgia)
Hotel Spa:
Carelica
Eco Spa at Hilton
(St Petersburg, Russia)
Resort Spa:
Riviera Sunrise Resort Spa Hotel (Alushta, Russia)
Spa Hotel: ReLife Wellness Center in Green Flow Hotel (Sochi, Russia)
Read more from this issue of Attractions Management magazine
View contents of Attractions Management 2020 issue 1
Editor's letter: Time to shine
As spas reach peak revenues, now’s the time for our industry to act as a catalyst in working out how we measure the impact of an experience and the ‘return on wellness’ says Spa Business' editor Katie Barnes
Promotional feature: TechnoAlpin
If you want to deliver a hot and cold experience as part of your wellness programme, adding a snowroom will introduce a delightful and more gentle form of cold therapy, as Sara Brenninger explains
Trends: Spa Foresight™
Climate emergency, gen alpha and brain optimisation are among Spa Business’ latest trend predictions
Promotional feature: The Wellness
Investing in children’s facilities gives a spa and wellness offering a competitive edge, as well as helping the next generation achieve their potential, explains Mohammed Ibrahim, CEO of industry design and consultancy practice, The Wellness
Promotional feature: RKF Luxury Linen
As a symbol of luxury, innovation and quality in the world of spa and hospitality, much of RKF Luxury Linen’s success comes from its highly client-centric design process, says CEO Riadh Bouaziz
Design: Heat of the moment
From giant golden eggs and converted ski lifts to rustic, hand-crafted huts, we showcase the latest in heat experience design and innovations
Spa trends, innovations and concepts, investments in biohacking and science all underpinned topics at the Spa & Wellness International Congress in Azerbaijan. Lisa Starr shares her takeaways
By Lisa Starr | Published in Spa Business 2020 issue 1
Spa & Wellness International Congress in Azerbaijan / Ana Flasker/SHUTTERSTOCK
In December, 260 spa professionals from 15 countries gathered in Baku, Azerbaijan, for the sixth annual Spa & Wellness International Congress, oriented to businesses in the Russian-speaking regions of the world. Organiser Elena Bogacheva, president of Russia’s Spa & Wellness International Council (SWIC), and CEO of consulting firm Spa Priori, put together an insightful four-day event.
Opening day, panels covered wide-ranging topics such as current spa concepts, wellness marketing and KPIs. Dr Tamaz Mchedlidze, creator of the Bioli Medical Wellness Resort in Georgia, shared the vision behind the resort’s successful mix of stress management, exercise, and functional nutrition. Later on, the resort received SWIC’s 2019 Perfect Spa Award (see opposite), along with Gazelli Art House, a gorgeous multi-faceted business in downtown Baku which hosted delegates for an evening.
On subsequent days, the congress was divided into sections such as Hotel & Resort Spa Segment Trends and Day Spa Best Practices, enabling deeper dives into content specific to these markets. There were numerous insightful presentations on subjects such as investments in biohacking, wellness architecture, and budgeting & cash flow management.
Meanwhile, in evening discussions, many delegates voiced their concerns about black market spas, especially in Moscow. These non-licensed facilities offer cheaper services and are tempting staff from legitimate spas with unrealistic compensation schemes. In other news, however, it was noted that younger clients are drawn to more sustainable businesses and practices.
In a Scientific Conference on the fourth day, professors and doctors gave expert presentations on Age in the 21st Century; Innovative Laboratory Diagnostics; and hormones, beauty and ageing.
The congress concluded with a gala dinner, with copious amounts of food, wine and a fun atmosphere emceed by Russian talk show host Alexander Gerasimov. The delegation now look forward to meeting again in Minsk, Belarus, on 15-18 September 2020.
2019 Perfect Spa Award winners:
Day Spa:
Riviera Day Spa (Minsk, Belarus)
Medical Spa:
Gazelli House Wellness Center (Baku, Azerbaijan)
Wellness Resort:
Bioli Medical Wellness Resort (Tbilisi, Georgia)
Hotel Spa:
Carelica
Eco Spa at Hilton
(St Petersburg, Russia)
Resort Spa:
Riviera Sunrise Resort Spa Hotel (Alushta, Russia)
Spa Hotel: ReLife Wellness Center in Green Flow Hotel (Sochi, Russia)
Read more from this issue of Attractions Management magazine
View contents of Attractions Management 2020 issue 1
Editor's letter: Time to shine
As spas reach peak revenues, now’s the time for our industry to act as a catalyst in working out how we measure the impact of an experience and the ‘return on wellness’ says Spa Business' editor Katie Barnes
Promotional feature: TechnoAlpin
If you want to deliver a hot and cold experience as part of your wellness programme, adding a snowroom will introduce a delightful and more gentle form of cold therapy, as Sara Brenninger explains
Trends: Spa Foresight™
Climate emergency, gen alpha and brain optimisation are among Spa Business’ latest trend predictions
Promotional feature: The Wellness
Investing in children’s facilities gives a spa and wellness offering a competitive edge, as well as helping the next generation achieve their potential, explains Mohammed Ibrahim, CEO of industry design and consultancy practice, The Wellness
Promotional feature: RKF Luxury Linen
As a symbol of luxury, innovation and quality in the world of spa and hospitality, much of RKF Luxury Linen’s success comes from its highly client-centric design process, says CEO Riadh Bouaziz
Design: Heat of the moment
From giant golden eggs and converted ski lifts to rustic, hand-crafted huts, we showcase the latest in heat experience design and innovations
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.
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