The global spa industry is growing, both in terms of consumer awareness and industry size. With growth comes opportunity which is attracting more entrepreneurs, innovators and investors who would otherwise not be interested in our sector.

New market entrants bring with them disruptive business models and the hospitality, spa and wellness arena is an easy target. Why? Because its traditional businesses require high levels of investment and fixed overheads.

Early disruptors include Airbnb and the less popular but growing Zeel. Zeel offers a digital platform that sells in-home massages which are delivered by licensed and vetted massage therapists. It’s currently operating in New York City, Long Island, North Jersey, Miami and San Francisco.

If spa owners and operators are to combat new market entrants, appropriate steps must be taken. To remain relevant, they must understand why these concepts are growing and adapt their businesses. At their core, these business-disruption concepts create community, they create acceptance, they create camaraderie and they’re convenient.

Operators should divert more focus and attention to service delivery: create small human moments in your businesses, which in total, add up to something special, something that is much deeper. Immerse yourself and your business in the internet and the various platforms of communication. Develop a community, develop original content and develop programmes and services that target the current and long-term consumer base.

Deliver an experience to your guests, which is hard to replicate. In the end, if you do this, your business will improve. Businesses such as Zeel will turn into a catalyst for growth rather than a contributor to failure.

Contact Matthew Brennan

Email: mbrennan@horwathhtl.com

Tel: +66 2 252 6281

Right now, I’m focused on bringing ‘true wellness’ back to spas in the USA by concentrating on weight loss and weight management efforts. 

Over the years, a lot of spas capitalised on the growing wellness vacation trend by offering treatments, stress reduction and relaxation. What they’ve neglected to provide, however, is a healthy getaway which was the original intent for spa vacations.

Adult obesity is a growing epidemic in America and many don’t know where to begin to reverse the problem. When they are ready to make a change to their lifestyle, they’re turning to spas that are proven to deliver results in a supportive, safe environment. In 2014 alone, our weight loss spa showed double digit growth and this is projected again for 2015. 

These vacationers want motivational programmes and to be held accountable for their individual progress. They want delicious cuisine that doesn’t leave them starving and they want to see results. Weight-loss spa-goers are looking to find a place where they won’t be judged – where they can find other people who are in the same position as them – whether they’re looking to lose 15lbs (7kg) or 115lbs (52kg). 

It’s inspiring to be around people who are looking to better themselves and I’m currently on my own weight loss journey. Since starting at Hilton Head Health last summer, I’ve lost 43lbs (19kg) and hope to lose a further 30lbs (14kg). It’s a lifestyle change and one that I have to work on every single day. Being physically healthy is just as important as mental health.

Contact Michael Tompkins

Email: mtompkins@hhhealth.com

There are many types of spas. Resort and destination spas in exotic locations with highly styled consumers looking ever so chic. Day spas offering maintenance services. Medi-spas with their clinical, doctor-like approach. And mineral spring spas focused on group bathing.

Each model will appeal to different people, but what separates them for most is cost. I’d argue that ever since the Romans and Greeks have been ‘taking the waters’, spas have been run as businesses. The wealthy in society even had pools and spas in their homes. But where did others go to heal, relax and rejuvenate?

I like to visit spas, but I’m not the one 1 per cent of people who can afford them regularly. However, this is changing in the USA with the ‘massification’ of massage with chains such as Massage Envy which bring prices down to under US$50. I like this trend because it brings massage to the forefront of every day people, even if the locations are standardised and not quite so exotic.

I like to combine spas services, so I’m wondering if there’s a gap in the market to also offer affordable spa packages to the everyday person?

Could fitness centres incorporate mini-massage franchises or pop-up spas so that members can warm up or relax their muscles before or after a workout? Or could existing spas suggest a DIY package for customers after they leave their facility? Steps could combine outside yoga in the park before heading home for a relaxing spa bath – perhaps using products purchased at the facility with meditation instructions. The spa could also offer advice between visits. DIY packages would remind customers about the spa between treatments, encouraging them to return, and would provide them with a more-rounded (yet still affordable) experience.

Contact Mark McKenney

Twitter: @MarktheSpaman

Tel: +1 972 415 4761