Andrew Gibson, VP of spa and wellness for FRHI Hotels & Resorts, identified several key factors currently affecting the spa industry during a speech at Spameeting Middle East in Abu Dhabi last week.
During the twelfth edition of Spameeting – a trade industry event that allows buyers and suppliers to network and do business during back-to-back one-to-one meetings – Gibson outlined four elements impacting the wellness world: access to information; finance; time; and high expectations. Future elements he expects to affect the industry include a fitness revolution and an uptake of beauty treatments in spas.
“Access to information affects spas in hotels in a way you don’t usually think of,” said Gibson. “The whole pattern of booking your hotel today has changed completely.” Instead of approaching a tour operator’s director of sales to sign a travel contract, the internet allows guests to book online and very last minute. “This is very significant for spas because it changes hotel priorities: it makes spas less of an important aspect in hotels.”
The financial performance of spas has become the main focus of operators and developers. “It used to be all about hugging and emotions,” added Gibson. “Today, however, the questions are focused on what the return per square metre is.”
He noted that the pace of life has sped up and guests want quicker treatments. “Everyone’s in a hurry. We are all impatient if we don’t get what we want on time nowadays,” said Gibson. He added that these shorter treatments must also meet the modern guest’s requirements for effective results too – highlighting increasingly high customer expectations.
“There is a fifth element that is affecting the industry: people’s interest in their health is being taken more seriously,” said Gibson. “It’s not just enough to maintain one’s health anymore – we are looking for more and more ways to enact preventative measures.”
These factors, combined, will change the future of the industry, according to Gibson. “The word ‘spa’ itself has plateaued and will no longer be the dominant word used in the industry – we are moving towards using ‘wellness’. This term has multiple positive meanings and its multitude of definitions must be reflected in the numerous ways spa can be offered in hotels, outside a property’s wellness facility.
“I think there’s going to be a resurgence of the element of fitness,” he added. “There’s going to be a renaissance.” Noting that standard hotel gyms include lines of machines, Gibson praised health clubs offering more diverse fitness solutions such as kickboxing, aerobics, functional training, yoga and group cycling. “Interactive walls and using gaming software is the next step for fitness,” said Gibson.
In October, Gibson outlined
fitness and spa concepts for FRHI’s brands.
“Spas can also no longer shun beauty,” said Gibson. “Beauty treatments provide a visible result, whereas spa treatments provide an emotional experience.” While Gibson admits massage will always play a large part in spa, these facilities will have to justify high capital costs. He believes one way to do this is to perform more beauty treatments that can be booked quickly and easily.
“The future of hotels revolves around imperceptible wellness,” Gibson said – reiterating a concept he promoted at the
Global Spa and Wellness Summit (GSWS) earlier this year. “Imperceptible wellness means that just simply by going to the hotel, you will walk out feeling better – no matter whether you use a spa or fitness area. You shouldn’t have the spa at the resort – the resort should be the spa.” Features of this kind of wellness property, according to Gibson, include healthy options in the mini-bar at hotels, sustainable and considered water treatment, energy and air circulation, plus technology to assess a guest’s overall health.
Spameeting Middle East took place between 10-11 December 2014 at the St Regis Hotel on Saadiyat Island in Abu Dhabi, UAE.
