Susie's Spa Blog

Massage at a Spa Pet Peeve

noreply@blogger.com (Susie Ellis) — Wed, 08 Jul 2009 20:08:00 +0000

Massage at a Spa Pet Peeve

Susie Ellis

SpaFinder Insider

Is it just me or do other people have issues with this? I am at a spa in my robe and slippers heading to the massage room with my therapist. After reaching the treatment room, the massage therapist says "now I will step out of the room, you can take off your robe and slippers and put them here, then get under the sheet on the massage bed face down (or sometimes face up)."

The therapist steps out of the room, I take off my robe and hang it up, step out of my slippers, take off my watch and put it usually on top of my slippers along with the scrunchy from my hair and get under the sheet. This takes about 30 seconds - at the most one minute.

Next....silence.

I wait.

I wait some more.

And then I begin wondering if I should shout out something like "I'm ready!" which I have done on occasion.

I continue to wait.

About that time (or to be honest even earlier) I begin wondering why it always takes the therapist so long to re-enter the room and begin my massage? Are they grabbing a quick break? Maybe getting something to drink? Perhaps washing their hands?

Of course eventually the wait is over, I hear the knock on the door, the therapist comes in and the massage begins. However when it happened to me again yesterday, I decided that I was going to write about it and perhaps get some conversation going.

I was at the Mandara Spa at Atlantis in the Bahamas where I had scheduled a massage which turned out to be a good treatment - except for the annoying wait on the massage table before the massage actually began.

Here is what I think therapists should know: Many (and I would even guess most) people who are getting spa treatments are counting on getting every single minute of that treatment and are keenly aware of time, whether they have a watch with them or not. It doesn't matter if it is 50-minute, 60-minute, 80-minute, or 90-minute treatment, once the treatment is over they check their watches (or perhaps the clock that is in the treatment room). In fact, many people have even figured out what they are paying per minute! In my case, I was paying $3.00 per minute for my massage, factoring in the 20% service charge which was added to my bill BEFORE my treatment.

Time sliced off at the beginning (due to retrieving a guest late), at the end (due to ending early), or by taking a few extra minutes "to allow the guest plenty of time to disrobe" adds up and contributes a slight negative to what is otherwise usually a heavenly experience. To be fair, over the past years I have noticed a great improvement in prompt start and end times. It's just those uneasy moments on the massage table waiting for the therapist to re-enter that seems to be increasing in my experience.

Which gives me an idea. Next time I go in for a massage and the therapist starts into the "I'm stepping out of the room" script, I will quickly take off my robe and get on the massage table while saying, "no need to step out of the room as I am fine with just slipping under the sheets while you are here" before she even exits.

I will let you know how that goes....In the mean time, do let me know your thoughts.
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Spas and Greed Discussion

noreply@blogger.com (Susie Ellis) — Sat, 27 Jun 2009 19:19:00 +0000

Spas and Greed Discussion
Susie Ellis, SpaFinder Insider

My friend and colleague Anitra from AboutSpas.com posed an interesting question on her June 21st blog, which I felt compelled to weigh in on. Her blog was titled, "Spas & the Greed Factor." Here are her comments and mine. Others also commented so check out her blog if you want to read all the rest.

Anitra's Question:
Have spas become too greedy? I was talking to a massage therapist the other day who said that the resort spa where he works is still busy, but the spa is dead. He thinks it's because the prices have reached absurd levels. "Resort spas educated people about getting massage and facials" he said, "But now they get them at home instead of when they're on vacation because it's so much cheaper." He thinks we've seen the end of the splashy new 60,000 square-foot spas, where prices are cranked up high to help pay for the fabulous facilities.

Judy Singer, a spa consultant, says people want what spas offer, but it has to be financially feasible. "Many spas have been their own worst enemy by getting caught up in the greed factor (very high treatment prices)," she writes. "This has caused consumers to re-evaluate the genuine need and ability for them to visit the spa."

What do you think? Have spas become too greedy? Are you changing the ways you use spas?

My Comment:

Hi Anitra,

Happy to weigh in on this discussion. You’ve asked a good question. High prices – especially at resort and hotel spas is something I have been thinking quite a bit about lately – especially since I just did a tour of many of the luxury New York city hotel spas where prices generally begin at around $350 – $450 for their basic massage service (most are 90 minutes or more).

I agree with many of the previous comments and think that Skip makes a good summary point that our spa business model is the challenge and in time, will need to change. With spas not making a lot of money, therapists not making a lot of money, and the consumer paying what seems like a whole lot of money (especially at hotel/resort spas), I don’t think that “greedy” is the right word however because that implies that someone is “wishing to possess more than what one needs or deserves” (dictionary definition). And I don’t think that is the case.

The evolution of our fast-growing business got us to this point and while there are a lot of factors that have contributed to this situation, the important thing now, I feel, is for all of us to think creatively about how this can be resolved for everyone’s benefit and for the long term.

Here are a couple of ideas that might be worth exploring:

1. In the US one must get a license for massage and a separate license for aesthetics. In Europe, “Beauty therapist” is a profession one studies for several years and at the end the therapists are able to do massages, facials, manicures/pedicures, etc. They work full-time, receive benefits, and are treated as professionals. Because they do not need to do six massages a day, their
burnout rate is much less – in fact they can be beauty therapists all of their lives. From a spa’s point of view, staff scheduling is much easier when employees are qualified to do all services. Money is saved all around because there isn’t a cost for a lot of people sitting around waiting for work, and yet there are people available when a consumer walks in and requests a last minute booking. Turnover is less which also saves money.

2. One difference between resort/hotel and day spa facilities are the amenities such as saunas, steams, jacuzzi/whirlpools, cold plunges, etc. I think that if spas began creating treatments which incorporated these facilities – used in the appropriate way for health benefits – that the consumer would find that the charges are more reasonable because there is greater value.

Here is an example:
Re-Energizing Massage Begins with 10 minutes in the relaxation room enjoying a hydrating and refreshing summer fruit drink. The treatment begins with two 10 minute sauna sessions interspersed with a cool shower and followed by 10 minutes of cooling down with lower legs in the cold plunge. This is followed by a 60 minute massage with a custom selected special oil and then two steam bath sessions to help the skin absorb the special oil. The steam sessions are interspersed with a cool shower, and ends with a regular shower using an organic soap and 10 minutes of cooling with lower legs in the cold plunge.

Not only would this series actually really refresh a person (delivering far more benefits than simply a massage), but it wouldn’t take any more staff other than someone in the hydro/thermal area helping all the clients do their steams/saunas/jacuzzi’s properly taking heart rates and answering questions about the true health benefits of these amenities.

3. Alternately, some resort/hotel spas have successfully created a business model where they charge for the use of hydro/thermal amenities and that gives consumers a price differential.

4. Some spas are having success with adding a membership option which I think can add a sense of community to a spa – and also bring in additional revenue. Sometimes members receive a discount on treatments which is an elegant way to lower prices for those who are truly dedicated to the spa without lowering prices for everyone.

They say that one good thing about a recession is that it unlocks creativity…it is my hope that this underlying issue (lack of profitability) for the spa industry will allow for some experimentation and “out of the box” thinking which could improve things for many in the long run.

Look forward to hearing some ideas from others!

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Joan Lunden's Spa Camp is a Dream Come True for Her and for Us!

noreply@blogger.com (Susie Ellis) — Thu, 25 Jun 2009 15:05:00 +0000

Joan Lunden's Spa Camp is a Dream Come True for Her and for Us!
By Susie Ellis, SpaFinder Insider

A few months ago Joan Lunden, of Good Morning America fame, visited us here at our SpaFinder offices with some of her staff. We were to learn about her summer "spa camp" for women and she would be learning a bit more about SpaFinder. It turned out to be a great match with a lot of synergy. In particular I thought her yearly "spa camp," that she herself holds for four days and three nights each August in Maine, was a great opportunity for the women of our large spa enthusiast audience.

While I thought most people know of Joan Lunden (she was on ABC TV hosting Good Morning America for 17 years), a friend of mine suggested that there is an entire generation who wouldn't necessarily know her and that not everyone watched ABC in the mornings. So I decided that at the end of this blog post, I will include some of her bio information. It certainly is impressive.

But most importantly - I wanted to communicate a bit about her spa camp called "Camp Reveille" and let people know that it is actually still possible to make a reservation. Joan herself joins all the women campers for a variety of experiences, which all contribute to people going home looking and feeling fabulous! This is the third year she is running Camp Reveille.

It is very reasonably priced which makes me think it will probably be sold out pretty soon. The entire experience includes luxury camp style lodging (and it is luxury), all meals, and all activities you would like to participate in. You can join fitness classes, sporting events, hikes, craft sessions, or just choose to relax and read a book. And who could resist the Murad Facial treatments and scrumptious s’mores around the campfire? The whole experience is about $899 for all four days.

Joan is a real health advocate; she has written numerous books on healthy cooking and balanced living, has starred in her own workout video, and has raised seven kids. Yes, you did read that number correctly, she has seven (two sets of twins)! And as you can see from the photo above, she is still as attractive as ever - and she turns 60 next year!

This is what she says on the camp's website, “take a break from your busy schedule and come away with us for a chance to be energized, be inspired, and enjoy some guilt-free “me time.”

It might be one of the best spa experiences out there because it was designed by someone who loves spas herself and who really understands a woman's role - Joan Lunden.

Now, as promised....some Joan Lunden bio information:

Born September, 1950 and became an American television personality

Co-hosted ABC's Good Morning America (1980 - 1997) with David Harman and then later with Charlie Gibson.

Named by Entertainment Weekly national viewer poll "television's favorite morning anchor"

She reported from 26 countries, covered four presidents, five Olympic Games, and two royal weddings.

Hosted DirectTV's series Hometown Heroes and the Emmy-winning special America’s Invisible Children.

She is the face of Murad's skincare line, Resurgence.

Is on the board of PassportMD, an online personal health record system

Had three daughters with first husband, Michael A. Krauss

Had four children (2 sets of boy/girl twins) with second husband Jeff Konigsberg

Books she has written:

Wake-Up Calls: Making The Most Out Of Every Day (Regardless Of What Life Throws You)

Joan Lunden's a Bend in the Road Is Not the End of the Road: 10 Positive Principles For Dealing With Change

Joan Lunden's Healthy Cooking

Joan Lunden's Healthy Living: A Practical, Inspirational Guide to Creating Balance in Your Life

Growing Up Healthy: A Complete Guide to Childhood Nutrition, Birth Through Adolescence

Good Morning/Joan
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A Toast to the Caudalie Vinotherapie Spa at the Plaza in New York

noreply@blogger.com (Susie Ellis) — Fri, 19 Jun 2009 16:08:00 +0000

A Toast to the Caudalie Vinotherapie Spa at the Plaza in New York
by Susie Ellis

A woman soaking in a wine barrel looking out at what you imagine to be a view of a beautiful vineyard – that’s a photo I remember seeing when I first read about the Caudalie Vinotherapie Spa opening in France. It was 1999, and the first time I heard the term Vinotherapie.

It sounded intriguing to use various parts of grapes for facial and body treatments and like many other people, I found the story captivating. That new Caudalie Vinotherapie spa in France made a big splash on the spa scene with one major magazine after another showcasing its philosophy and setting.

After a few years, however, I didn’t read as much about the spa although I began seeing more about vinotherapie in general and learned that there really was science behind it. Apparently the grapes have polyphenls rich in antioxidants and vinotherapy is said to stimulate collagen synthesis and is anti inflammatory. The results? More youthful skin.

Then about three years ago, Mathilde and Bertraud Thomas who are the founders of Caudalie, and proprietors of the Château Smith Haut Lafitte which is the family property in the Bordeaux region of France, came to New York and visited us at SpaFinder. Lovely people. Attractive. Young. Authentic. They were brimming with enthusiasm about their product and looking forward to bringing it to more people around the world.

Apparently they learned a lot in the years since opening their first spa. They now have a registered trademark for the term Vinotherapie, as well as a spa in Italy, one in Spain, and have opened in the U.S. Their products are sold in more than 25 countries and distributed in the US at Sephora, select Nordstroms, Henri Bendel, Blue Mercury, flagship Bath & Body Works, and independent specialty cosmetic boutiques.

Tonight, I had the chance to experience their new Caudalie Vinotherapie Spa here at the Plaza in New York, which opened last October. While I think they could have done a slightly better job of space utilization (in their locker rooms in particular) and could tighten up a bit on staff training, I found the spa to be refreshingly unique.

What I liked most about the spa is that it has a point of differentiation. While many spas these days have the predictable contemporary aesthetic, similar treatment rooms, unsurprising spa menus, tea upon arrival, foot rituals, humdrum relaxation rooms, similar equipment in the fitness room lined up in the same way overlooking the same type of view, etc., Caudalie has managed to carve out a unique experience - the highlight being their "French Paradox Wine Lounge."

The wine lounge - with its color palette of burgundy and a soft yet vibrant green (think red and green grapes) is spot-on. (The photo on the left doesn't do it justice.) It is the first social/relaxation/meeting space in a spa I have seen that really works. There are a variety of sitting areas – some with couches, some with chairs, some with a table and four chairs. The focal point is always the beautifully lit glass-encased collection of wine displayed from floor to ceiling. The furniture and decor show high style with a French sensibility and artistic flair.

What really makes this work, however, is that the room is hosted by a wine sommelier who does the pouring and provides fare to sample and in general creates a sophisticated yet casual social setting that works even though everyone is in robes. Enjoying a glass of fine wine after a refreshing facial was yummy.

The term Caudalie is a French term that quantifies the duration of a wine’s flavor in your mouth. One second of time equals one caudalie. The longer the flavor lingers the better and the more caudalies.

The spa gets lots of caudalies from me.

Spa and Medical Tourism - Learning From What Happened in Detroit

noreply@blogger.com (Susie Ellis) — Thu, 18 Jun 2009 16:27:00 +0000

Spa and Medical Tourism - Learning From What Happened in Detroit
by Susie Ellis, SpaFinder Insider

Many of you know that one of the top spa trends SpaFinder predicted for 2009 was the Medical and Spa Tourism Shuffle, so it didn't surprise us when the New York Times recently ran an article titled, "Heads Up - Medical Tourism: Sometimes, Sightseeing Is a Look at Your X-Rays." I wanted to share my thoughts on this article (which I thought was fine) but more importantly on the editorials that appeared subsequently. They, in my opinion, showed naivety.

The article, was written by Joshua Kurlantzick and ran May 20th - at just about the same time we were listening to a panel of experts on Medical Tourism and Spas at the Global Spa Summit (GSS). Joshua shared his experience while in Thailand where he fainted and was rushed to the hospital by a taxi. He was taken to Bumrungrad International Hospital (lobby pictured below) where there was no waiting, where he had first class service from a very competent doctor, and ended up paying just $100 for all the care, the room and medication provided. He goes on to talk about the pluses and minuses of getting medical care in a foreign country.

I have been to that very hospital - Bumrungrad in Bangkok. I toured it a few years ago because I had been told it was a cross between a Ritz Carlton, a hospital, and a spa. And to some degree it was – I was very impressed with their concierge service welcoming people, entire floors dedicated to certain nationalities (like the Japanese) with translators, and unique décor, etc. Their children’s area had fun small furniture and play stations and the walls were brightly colored and doors painted to resemble living in a small world. There was a gym to work out at, spa services available, and an outdoor meditation area (which I thought they should scrap and make into a spa because who wants to spend time meditating out on the top floor of a building in Bangkok where it is hot and smoggy). Other than some of the fast food franchises on one of their shopping floors, it seemed like a “hospital of the future” to me.

The NY Times article was interesting and raised some good questions and made some great points. But some editorials (many from doctors) that appeared in the Times a few weeks later had me rolling my eyes. Here is the gist of some of the comments:

“Is Medical tourism a good thing? Not really, I’m afraid. Here in the United States, hospitals lose revenue. That’s dollars that used to cross-subsidize emergency rooms, charity care and chronic medical admissions for sick citizens here.”

“I wonder about the quality of the services provided…what about the blood supplies? How safe are they? What kind of regulation and oversight is there?”

“Medical tourism in the end, hurts poor countries who end up subsidizing the cost of heath care for rich countries.”

In general...most of the editorials brought up “red flags” about medical tourism warning that it is not good for the U.S.

To that I say – wake up!

Fortunately there was one comment which, in my opinion, had a wiser point of view. The writer stated, “The American medical industry should view with concern the off shoring of medical care. When foreign cars began appearing with greater frequency in the 1960s, Detroit mostly dismissed them as filling a small niche for people who wanted cheap, perhaps inferior transportation. But the cars got better, and look who is commanding the market today.”

I thought the analogy of the U.S. car industry and medical tourism was a good one. While clearly we need to ask questions and insist on transparency and quality when it comes to Medical Tourism abroad, it might be a good idea for us to think about what happened to Detroit when we start talking like Detroit was talking for the past few decades. To stubbornly stick with systems which are unsustainable financially while the rest of the world innovates, catches up and surpasses us is foolish. How unwise to dismiss what is happening in other countries – especially when it comes to medical care given that our system is already plagued with problems. We do so at our peril.

In some ways I feel that spa industry professionals are way ahead of doctors on this – I saw it at the GSS where the medical tourism panel was well received. In general I don’t see the “protectionist” attitude within the spa industry – perhaps it is because there are fewer dollars involved as there are with medicine. Spa professionals are not compensated at the high levels that many in the medical field are (insurance companies, some doctors, etc.) and so perhaps they aren’t as rabid about keeping the status quo. Spa professionals seem to genuinely encourage people to avail themselves of a variety of services – whether within the U.S. or outside of the U.S - whether to keep well or get well.

In my view, spas are great bookends for medical tourism procedures. After flying to Bangkok (or India, or South Africa, or Costa Rica, or the Philippines, etc.), it makes sense to me to spend some time at a good spa getting adjusted from jet lag, eating healthfully, and getting body mind and spirit ready for a medical procedure. After then checking into a hospital and having a procedure, it would make good sense to recover at a spa where healing treatments, healthy food, light exercise, fresh air and such could help optimize healing.

Next time you hear the term “medical tourism” – think “U.S. car industry.” Perhaps we can learn from our mistakes in Detroit and participate more successfully in a global world of health care and spa experiences.
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Mandarin Oriental's New Spa Treatment and Product - Nuances that Count

noreply@blogger.com (Susie Ellis) — Mon, 08 Jun 2009 22:26:00 +0000

Mandarin Oriental Spa's New Spa Treatment and Product - Nuances that Count
by Susie Ellis, SpaFinder Insider

Andrew Gibson, Mandarin Oriental Hotel Group’s group director of spa asked me to try their new Signature Massage and product line as soon as it became available (this June). So I scheduled an appointment for the first Saturday in June, knowing that once the Global Spa Summit was over, it would be the perfect treat. Andrew wouldn’t tell me anything about it ahead of time, so I decided just to go with the flow.

Having not been to the New York Mandarin Oriental since shortly after it opened in 2003, I was amazed at how the décor and menu still felt very upscale and current – a credit to the fact that they were ahead of the times when they opened. There were a few signs of wear (such as the sign in the Jacuzzi area) but the facility is still very pristine and I even noticed a few embellishments like additional lighting around the mirrors. The service seemed top notch – very clean, picked up, smiling attendants, etc. Of course, the stunning vistas of New York City and Central Park that can be seen from almost all of their rooms (and it was a beautiful sunny day) is never out of style.

While looking forward to the new signature treatment, I was hoping that some of the really special things about Mandarin Oriental spas would still be in place. Thankfully they were. There was the customary exchange of shoes for slippers upon entry, the welcome tea which was better tasting than I remember, time rituals (blocks of time with a very well trained therapist in lieu of booking a specific treatment), and the welcome foot bath ritual. That foot ritual is nice for everyone (therapist included) as clean feet are important, but of even greater importance in my view is the opportunity it gives for the therapist and client to converse in effort to find out what the best plan of treatment would be for the client that day.

I completed an extensive questionnaire with some yin yang questions to indicate which of the TCM Oriental principles of five elements (wood, fire, earth, metal and water) would be the one for us to work on today. Terms such as Flourish, Bloom, Awaken, Reflect and Release were used. Later I found that the questions helped pinpoint which of the five elements would correspond to a specific essential oil to be used in my treatment.

My therapist, Jim, was absolutely tops (do ask for him by name if you want to be assured of a superb treatment.) A chakra “test” of sorts on my back was next which helped to verify which treatment and essential oil to use. What most people don't realize (and I think they could make a bigger deal of this) is that getting a massage with expensive essential oil is a real treat. Not only does it feel good and smell good, but there is no after-massage itchiness and it benefits the skin to leave it on.

The 100 minute treatment was superb. At the end Jim finished off by giving me a sheet of paper which had information about “Awaken,” an essential oil corresponding to the wood element we were working on that day. It had a list of symptoms when this element is out of balance, some healing foods to consider and foods to avoid. He then ended the session showing me a Qigong exercise that would be good for strengthening this wood element for my liver and gallbladder meridians.

When I checked out of the spa I was given a lovely bag with a gift. It was a collection of the Elemental Bath and Shower Oils for the various Oriental elements set in a tasteful and gorgeous box. Not sure if they include the gift for everyone…it certainly was nice.

Bottom line…just as Mandarin Oriental introduced time rituals over six years ago, look for their new protocol that includes various testing and bespoke treatments with a new product and take home protocol that extends the treatment experience to become a new standard. It is more than the sum of its parts - I found myself looking forward to using one of the oils from my "goodbye gift" a few days later.
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"The Swiss, We are Reliable." Words from Adolf Ogi, Keynote at Global Spa Summit 2009

noreply@blogger.com (Susie Ellis) — Thu, 04 Jun 2009 16:26:00 +0000

"The Swiss – We are reliable.” Words from Adolf Ogi, Keynote at Global Spa Summit 2009
By Susie Ellis, SpaFinder Insider

Mr. Adolf Ogi, former President of Switzerland and United Nation’s Special Adviser on Sport for Development and Peace was a keynote speaker for our third Global Spa Summit (GSS). There is more to the story of Mr. Ogi and his remarks that evening than most attendees knew at the time - or even know now for that matter.

The reason Mr. Ogi was with us at all is because of his great friendship with Mr. Emanuel (Mani) Berger, the CEO of the Victoria-Jungfrau Collection who had attended our first GSS and enthusiastically invited us to host our first Summit in Europe at his hotel. Mani also suggested we invite Mr. Adolf Ogi to address the delegates. We were extremely grateful for Mani's suggestions and as you can see, took him up on both ideas. (Photo below: Adolf Ogi, Rosemary Berger, moi, Mani Berger, hubby)

It turns out that Mr. Ogi is a very humble man. At our dinner table, where I had the privelege of sitting beside him, he was not about to impress us with his many achievements on the world stage (which I had read about prior to our evening) or his accomplishment in sports (like the fact that he has climbed the Jungfrau mountain numerous times). Rather he shared with us things that were currently on his mind and concerning him deeply. He had just finished attending the Swiss Economic Forum where the topic, of course, was the global economic crisis which was beginning to hit Switzerland extremely hard.

When he got to the stage, he emphasized that Switzerland, where most citizens speak four languages (and none of them well, he added to a great deal of laughter), has a history of neutrality, is not a member of the European Union, does not use the Euro as currency, and yet (he added with great fortitude), “the Swiss, we are reliable.” He went on to talk about how important character is for both individuals and countries, and how that has become even more significant in an increasingly troubled world.

He also spoke about how important nature is, specifically water, to the quality of life in Switzerland and also the value of sport – learning to win, learning to lose – and how sport can affect peace. He recognizes the importance of the spa and wellness industry and is proud that Switzerland as a country has taken a lead in promoting its value. It was my impression, however, that at the core of his remarks he was challenging us to look beyond our industry and our immediate issues to the greater needs of the world. Very inspiring words.

But there was another reason I so clearly remember his words “The Swiss, we are reliable.” It was the very fact that Mr. Ogi was with us at all. You see, Mr. Ogi had lost his one and only son, Mathias Ogi, just six week prior to our Summit. Mathias had succumb to a rare form of throat cancer at the age of 36 - father and son had been incredibly close. While I am sure that Mr. Ogi would have preferred to be out of the spotlight at this very sad time, he kept his promise to his friend Mani Berger and therefore to us and addressed our delegation on the eve of our Global Spa Summit. Reliability is a precious thing indeed.
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Global Spa Summit, Switzerland 2009: Highlights

noreply@blogger.com (Susie Ellis) — Sun, 31 May 2009 20:00:00 +0000

Global Spa Summit, Switzerland 2009: Highlights
By Susie Ellis, SpaFinder Insider

Global Spa Summit 2009 in Interlaken, Switzerland, just wrapped. I don't know where to begin, as it was an extraordinary event if I do say so myself. (Actually I believe that every one of the delegates who attended said so which gives me courage to repeat their sentiments.) Over the next few posts I will share some “pearls of wisdom” I learned from the many great spa leaders who gathered for this “World Economic Forum-style Summit” but for starters a brief recap:

1. Delegates attended from a record number of countries (32) with first time participants from Ghana, Nicaragua, Morocco, and Croatia. Spa leaders came from as far away as New Zealand, the Philippines, China, and a large delegation from Europe. It was a real global gathering

2. Highlights included the industry briefing paper, a 100+ page document written by delegates from various countries reporting on the effect of the global economic crisis on the spa and wellness industry in their country. The “around-the-world-in-60 minutes” kick-off presentation featured 25 presenters, who each gave a two-minute synopsis on their report. There is a robust spa industry in Austria, an emerging one in Ghana, and a severely affected industry in Mexico. All, however, expressed optimism for the future

3. Six collaboration sessions attempted to answer the question, “What can we accomplish together that we cannot accomplish alone?” Design, Human Capital, Product Houses, Medicine & Spas, Marketing, and Spa Associations.

4. Keynotes from Mr. Adolf Ogi, former President of Switzerland (pictured left) and Mr. Reto Wittwer, President & CEO of Kempinski Hotels (pictured right)

5. Research, research, research: Intelligent Spas, ISPA, Diagonal Report, Smith Travel Research, Ernst & Young, Cornell & Ecole Hoteliere deLausanne Study

6. Student Strategy Challenge presenting their ideas for the “Spa of the Future”

7. Pre-and post-Summit events which included visits to Dolder Grand in Zurich, Ecole Hotel deLausanne, Clinique La Prairie, Forever Laser Medical Spa in Geneva, and Fairmont Monteux Palace

Will share some of my “ah ha!” moments beginning with my next blog post.

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Is Luxury In or Out for Spas?

noreply@blogger.com (Susie Ellis) — Sat, 09 May 2009 11:45:00 +0000

Is Luxury "In" or "Out" for Spas?

Susie Ellis

SpaFinder Insider

Buying luxury for yourself may be "out" right now. But gifting luxury is definitely "in!"

That was my "ah ha" moment at the SpaExec event here in New York a week ago. Nancy Griffin, from SpaTrade/Questex, helped put together a solid program at the International Esthetics Cosmetics and Spa Conference IECSC. She had invited Leo Reneghan, Phd., a former professor of hers from Cornell, to share insights from his work in marketing and messaging.

Dr. Reneghan is a consultant now and one of his clients is McDonald's. Apparently he works for them and other clients on messaging and wording for their food menus. It seems that wording can influence sales to a great degree. Companies can earn millions of dollars in extra revenue by simply wording things in such a way that gets the customer to select the item they want them to select (that would of course be the one where they make the most profit). I found some of his examples fascinating. Here is one that was pretty clear:

If you are selling pizza and your sign says:

Medium Pizza $10.00

Large Pizza $12.00

Guess which pizza most people select? By far - the medium one for $10.00.

Now, if instead your sign says:

Medium Pizza $10.00

but for only 2 dollars more...

Large Pizza $12.00

Guess which pizza most people select? By far - the large pizza for $12.00! Since you provided a reference point and helped the customer do the calculation and see the value in the larger pizza, the decision became easy for the customer and you got your extra $2.00.

He went on to give us his opinion about the use of the term "luxury" in spas these days. Some people are saying that luxury is taboo due to the recession and the "AIG effect." Well, apparently that is true if you think of spa as a luxury. So he suggests a change in reference point.

People are stressed. They know they need to take care of themselves. But they are also giving up conspicuous consumption. So we have to help people re frame their decision. "Spa is no longer a luxury but a necessity" is the better message he suggests. Many of us in the spa industry have been saying that for years - and we know it is true - however it was really fascinating to hear him come up with this from the sales point of view.

We as individuals can also benefit from this change in language. Women (and men) whose lives are more frazzled than ever would have an easier time deciding to have a revitalizing and relaxing massage for their health than indulging themselves with a pampering treatment. And when talking to others (such as a non-spa-going spouse) I need a massage sends a very different message than I want a massage.

Interestingly, when it comes to giving, the word luxury is still very much "in." Take Mother's Day for example....with everyone pulling back and the extra stress people are feeling, gifting a spa gift certificate (or a spa treatment) for mom is not being criticized at all.

He ended his talk by recommending a book (which I immediately ordered) called Predictably Irrational by Dan Ariely. Can't wait to learn how they get me to buy the right size popcorn at the movies.

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Spas for Facials, Massage, Skin Care, and Melanoma Awareness

noreply@blogger.com (Susie Ellis) — Thu, 07 May 2009 21:39:00 +0000

Spas for Facials, Massage, Skin Care and Melanoma Awareness
Susie Ellis
SpaFinder Insider

May is Melanoma month. That makes sense since it's right before summer, the sun gets stronger and people begin spending more time outdoors. It’s a good time to remind people to put on sunscreen, wear hats, and have regular mole checks with their medical doctor. It’s this last recommendation – about having moles checked – that I want to tell you about this year.

Our company decided to make melanoma awareness our philanthropic cause about five years ago. We did this for a variety of reasons. First and foremost because of the untimely death of my friend and colleague, Alex Szekely. Second, spas are places people feel comfortable disrobing and are often open to reminders from aestheticians and massage therapists to get checked for melanoma and to wear sunscreen.

Alex Szekely was the president of the Golden Door and Rancho La Puerta. I worked closely with him for quite a few years. Peter and Alex were also friends and rode motorcycles together. Alex was passionate about health and wellness. I remember one evening when Peter and I were with him and his wife Diane at his home...he was cooking up soy burgers – showing us the special way he was able to make them taste absolutely fantastic. Alex was very health-conscious, not only did he eat healthfully, exercise regularly, and get spa treatments regularly, but he also engaged others in his healthy lifestyle.

It is unfortunate that most of us didn't know much about melanoma at the time. When Alex first noticed an unusual spot on his lower leg, he didn’t really pay attention to it for quite some time - after all he was so healthy. Finally, someone convinced him to see a doctor. By the time he found out it was melanoma skin cancer, it was already very far along. While some early interventions looked promising, in the end the melanoma had already progressed too far. What a terrible tragedy. Alex had two small children and was unable to see them grow up as he so longed to do.

Each year we help get the word out about melanoma awareness and this year we are doing it once again with our “I Reflect” Melanoma Awareness bracelets. (Think yellow Lance Armstrong bracelets…but these are a clear color and turn purple when exposed to the sun!) They are fun to wear, fun to give to others – even children get a kick out of them. You can get more information here. Also, please take a look at the list of spas who have partnered with us in getting the word out. Even ISPA, the International Spa Association, recently announced they were going to support melanoma awareness. I am sure Alex would have been pleased.
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Big News for Aesthetic Medical Spas

noreply@blogger.com (Susie Ellis) — Sat, 02 May 2009 21:30:00 +0000

Big News for Aesthetic Medical Spas
by Susie Ellis
SpaFinder Insider

How odd. On the front page of Thursday's NY Times this week, I noticed this headline: "F.D.A. Orders Warning Label for Botox." Yet when reading the article I found a far more interesting and important issue than what the headline touts. Let me know if you agree.

Here is how the article began: “Botox and other similar anti-wrinkle drugs must now carry the most stringent kind of warning label, the Food and Drug Administration said Thursday. The F.D.A. issued that order the day after the agency approved a new drug, Dysport, that is expected to be the first real challenger to Botox in the United States.”

Wow! Dysport has been approved? Botox finally has a challenger! That’s the real news which I think a lot of people (except those at Allergan who have had a monopoly on Botox for the past seven years) have been waiting for. Botox sales totaled $1.3 billion for Allergan in 2008 thanks in part to the fact that they have consistently raised prices every year. This latest development will certainly be good news for consumers and especially medical spa enthusiasts because prices will most likely come down.

Here is my theory on why many journalists (or those who write headlines) tend to pick up on “alarms” regarding Botox and fillers such as Juvederm, Restylane, and the like rather than recognizing what is really going to resonate with readers. It is because many of these writers are relatively young…in their 30’s, maybe 40’s. Translation – they don’t have wrinkles!

It reminds me of the time I saw a celebrity interviewed on television saying (with attitude I might add) that she would never do Botox. It’s poison…not safe…blah blah blah. Oh yes, she was in her 30’s. Well, all I can say is I would love to see what these people will say (and do) when they are in their 50’s or 60’s!

In the meantime, those of us in the spa industry might want to think about how this new development will affect our industry. I am not talking about the new warning label which I think will change almost nothing, but rather, that a competitor to Botox has entered the market.

If you trace the history of aesthetic med spas back to their beginning, you will see that they appeared on the scene in 2002 - the year Botox was approved. They have grown exponentially ever since. What’s going to be the result of Dysport and other anti-wrinkle substances that are now in the pipeline making their debut?

It just might be worth furrowing our brows and giving it some thought.
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Spas, Salons, Hot Pink Nails and a NASCAR Race

noreply@blogger.com (Susie Ellis) — Mon, 27 Apr 2009 23:01:00 +0000

Spas, Salons, Hot Pink Nails, and a NASCAR Race

By Susie Ellis

SpaFinder Insider

Normally I would have no interest in NASCAR racing - however I couldn't help but get involved this weekend. Peter decided to say "yes" to a crazy idea to become the primary sponsor for a car driven by NASCAR driver Danny O'Quinn, Jr. in the Talladega (Alabama) Race this weekend. He thought it might be fun to have a hot pink and purple NASCAR in the race with the words "Salon Wish" to promote our newest gift certificate division - Salon Wish - especially right before Mother's Day.

When it comes to promotional ideas, I have learned to trust Peter. He has an amazing pulse on what will get people's attention. (In case you aren't familiar with his out-of-the-box thinking, you can have some fun listening to his famous bouncing ball commercials that helped him sell a lot of cars in the 1980's when he was a car dealer. Or you can check out the first ever Super Bowl commercial by an Internet company - Autobytel - which Peter founded in the late 90's. It created quite a stir! These live on thanks to YouTube and the Internet. What people may not know is that the buzzzzzz created by these somewhat wacky ideas was more valuable than the actual promotions. After all - they are still being talked about today - and the bouncing ball even made it into a movie!

The Salon Wish NASCAR may be what I call a Pete-RePeat. The link below shows it has already caused a flurry of interest (most clicks by far). We had so many media interview requests this weekend that we had to fly someone from our offices here in New York down to Talledega to handle all the interest. It sure got the spa/salon Mother's Day message out! http://thehotlap.com/modules.php?name=BGNPhotos&op=album&id=236

In case you are interested in more info (including learning that NASCAR is the #1 spectator sport in the U.S. with more female fans than any other sport), here is the press release that accompanied the event. I have to also give credit to Betsy Isroelite who not only wrote this clever release but also - along with her husband - created the famous bouncing ball jingle more than 25 years ago and the Super Bowl commercial. She is quite a genius and the only person I know who really "gets" Peter's promotional mind.

SalonWish.com to Sponsor NASCAR Driver Danny O’Quinn, Jr. in Aaron’s 312 Race at Talladega Super Speedway
Watch for a pink and purple Chevy Impala at Talladega on April 25, reminding everyone that NASCAR isn’t just for the boys

New York, NY – April 22, 2009 – People once thought NASCAR was only a male passion, but think again. That myth continued to be shattered when Salon Wish, the popular gift card from SpaFinder, announced today that it will be the primary sponsor of the ‘01’ car driven by NASCAR star Danny O’Quinn, Jr. in the upcoming Aaron’s 312 NASCAR Nationwide Series Race at Talladega Super Speedway on April 25th.

At 6’5”, O’Quinn is used to standing out in a crowd and he will stand out even more at the helm of the Chevy Impala trimmed in Salon Wish’s signature hot pink and purple colors and the ‘Salon Genie’. Named NASCAR Busch Series Rookie of the Year in 2006, this season O’Quinn is driving for JD Motorsports.

Many wouldn’t think the market for salons, hair and nails is one and the same as the NASCAR audience, but NASCAR data shows that more women attend races and watch on TV than any other sport. With 75 million fans, NASCAR is America's #1 spectator sport, holding 17 of the top 20 most attended sports events in the U.S.

According to SpaFinder CEO Pete Ellis, “We jumped at the chance to sponsor O’Quinn and be part of NASCAR. Women are almost half of the NASCAR audience - why not have a car that appeals to female fans and reminds male viewers that Salon Wish gift cards are the perfect gift for Mother’s Day, birthdays, anniversaries and more.”

Salon Wish gift certificates and gift cards can be used at thousands of salons across North America for the salon service the recipient chooses. They can be purchased at SalonWish.com and at retailers including major drug and grocery chains.

Media Contact: Betsy Isroelit 213.300.0108 betsy@rbicom.com
* NASCAR Nationwide Series Race airs on ABC, Saturday, April 25 at 2:30 p.m. ET

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Spa Associations and Spa Research from Around the World

noreply@blogger.com (Susie Ellis) — Fri, 24 Apr 2009 21:52:00 +0000

Spa Associations and Spa Research from Around the World
by Susie Ellis
SpaFinder Insider

Here are two resources you will love if you are in the spa world. One is a list of spa associations from around the world. The other is a list of spa research from around the world. Compiling these resource lists was a huge project, however well worth the effort since they clearly help further the goals of the Global Spa Summit, whose motto is "Joining Together. Shaping the Future." Take a look at both lists - even if you don't use them now, I am sure you will be glad you know they exist!

1. A list of 60 different spa associations all over the world. Did you know that there was a Mongolian Spa Association? That there is a spa association in Lithuania?

2. A list of spa-related research from all over the world.

If you take some time to look at websites in different languages have some fun using Google's translation tool, www.translate.google.com. You can cut and paste in entire pages of information written in one language, hit "Translate", and then read it in a different language. While not a perfect translation, I am amazed at how much better the translations are these days compared to years ago.

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Pritzker Architectural Prize 2009 goes to Builder of Famous Spa

noreply@blogger.com (Susie Ellis) — Thu, 16 Apr 2009 15:32:00 +0000

Pritzker Architectural Prize 2009 goes to Builder of Famous Spa
By Susie Ellis, SpaFinder Insider

An architect who built a stunning spa just won the Pritzker Prize - the top architectural award for 2009!

Sometimes called the “Nobel Prize” for architecture, receiving the Pritzker is considered an amazing accomplishment. How excited I was a few days ago when I learned that the 2009 prize is going to Peter Zumthor, who created Thermae Vals Spa in Switzerland!

Although I haven’t visited this famous spa yet, I certainly know what it looks like from the many photos I have seen of its beautiful design. The Pritzker Prize (which includes $100,000) is given to an architect for his life’s work – and interestingly, many consider Peter Zumthor’s spa his most famous work.

Monday’s Washington Post said, “His thermal baths project, built for the Swiss village of Vals, is frequently cited as his masterpiece. Zumthor, 65, set the building into the side of a mountain, covered it with a green, grassy roof, and faced its walls with thin horizontal bands of gray stone."

Check out this YouTube video if you want to meet the architect and get a glimpse of the spa.

My next step? Inviting him to this year's Global Spa Summit of course! The 2008 GSS will be in Switzerland in May - not that far from where he lives. We would love to honor him with a tribute from our industry. Fingers crossed that he will be able to attend.
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Inside Scoop on Booking Spa Treatments: Facials, Massages, Manicures, Pedicures, and More

noreply@blogger.com (Susie Ellis) — Mon, 13 Apr 2009 10:03:00 +0000

Inside Scoop on Booking Spa Treatments: Facials, Massages, Manicures, Pedicures and More

Susie Ellis

"Sorry. We are fully booked.” It’s surprising to me how often I hear this when I call a spa or stop in at a spa to see about booking a treatment.

It happened to me twice today when I was trying to book a massage here in Freeport, Grand Bahama where I spent Easter weekend. It happened also a few weeks ago when I tried booking a spa treatment at the fancy new Eau Spa at the Ritz Carlton in Palm Beach, Florida.

Being in the spa industry, I used to think….wow, that’s amazing that the spa is fully booked – their business must be great. Good for them!

Well, over time I have learned that “We are fully booked” is really sort of a code for “I don’t have the staff to handle your request.” I know this because of the many spas I have toured and experienced.

Here is what happened at the Eau Spa which is often quite typical. After trying to book a massage and finding out that they were fully booked until very late that evening, (and then asking for a facial and finding out there were none available all day), I settled for a tour of the spa which was graciously offered. As I was shown around this lovely new $30 million spa, I was dazzled by the lovely treatment rooms with silver beaded pillows and the over water hanging baskets which bath robed guests could enjoy while relaxing in the outdoor garden. I was also impressed with the “serve yourself” scrub bar where you could make your own scrub from a variety of concoctions tastefully displayed. The wet area had a nice feel also.

As I was shown into one treatment room after another, and then led into one of their fabulous couple’s suite, it dawned on me – most of these rooms aren’t being used! And yet I wasn’t able to book an appointment. It turns out I saw only a handful of people in robes and just a few of the treatment rooms being utilized. It was obvious that the spa was not fully booked in terms of treatment rooms, it was probably fully booked in terms of staff they had available.

I'm not sure if this happens because of a lack of trained therapists or a management scheduling issue, however I can’t help but wonder if there isn’t a way to resolve this problem – especially now in recessionary times when people are scrambling for work and businesses should make the most of every sales opportunity.

This issue – of turning away spa appointments – is something that I don’t think gets enough attention in our industry. Very few spas track it. Often management isn’t aware it is even happening or at least not aware of the extent to which it is happening. Most spa staff just look at what is “on the books.” Yet, there is a goldmine of information in knowing the number of spa services that were turned away each day due to unavailability. Also valuable would be tracking specific information in terms of what time of the day it was, what day of the week, what treatment was trying to be booked and whether a booking took place for their second, third or fourth choice of time or service.

While this is all part of yield management that is coming to spas in the future – it is more than just a technical accounting issue that may be helped by software solutions. Managers have to train their staff about how vitally important this information is and engage their enthusiasm in tracking it thoroughly.

Consumers would be wise to understand this issue also as it helps them understand why booking further in advance is a good idea - or, in the future, which spas are likely not operated with much expertise.

It is my hope that in time, “We are fully booked” means a spa’s treatment rooms are 100 percent full. Not only would that be great for the industry, but also for all the clients enjoying the treatments.

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Exploring the Spa Industry in Canada

noreply@blogger.com (Susie Ellis) — Tue, 07 Apr 2009 19:44:00 +0000

Exploring the Spa Industry in Canada
By Susie Ellis, SpaFinder Insider

Just returned from the Leading Spas of Canada spa conference in Toronto, where I had the privilege of speaking about spa trends of the future. I always enjoy seeing the Canadian spa owners, who are universally friendly and very supportive of both one another and their industry. Here are several things I learned about what is happening “now” in their area.

Canada’s recession is milder than what we are experiencing in the U.S. When I asked people how their spa businesses were doing, I received mixed responses. Some spas seemed to be doing as well as last year, a few are doing slightly better (several are opening a second branch) and for others, business is off. However, those who saw a drop in their benchmark figures for the first quarter of the year told me that they are down only 5 -10% compared to the same months in 2008. That is a much smaller decrease than what I hear from many spas in the U.S.

When I checked with Smith Travel Research (STR) to find out the actual numbers for occupancy, ADR and RevPar for both the US and Canadian hotel industry, their numbers mirrored what I was hearing from the spa owners I spoke with in Canada. Interesting that the STR numbers might be a good barometer for other industries outside of the hotel inddustry. Spas probably have some similarity. (Although I recently spoke with Susan Harmsworth who told me that in some cases spas in hotels are doing better than the hotels - relatively speaking.) Since STR will be gathering and disseminating spa data sometime in the future, it will be really interesting to learn more about these correlations.

Some of the reasons Canada is fairing better through this economic crisis is because Canada’s banking system is more regulated than the system in the US. The country’s unemployment rate is also healthier, at 7.7% compared to the US’s current average, 8.5%. Canadians seemed to be more worried about the strength of the Canadian dollar than anything else.

What seems to be impacting the Canadian spa industry the most, at present, is the drop in the US tourist business. Americans are not crossing the border as much as before. Those who do come, aren’t spending as much money.

I was very impressed with how the Canadian Tourism Commission (CTC) is now getting involved with promoting Canadian spas. The CTC is behind the very successful campaign, “Canada, Keep Exploring.” The commission will now be showcasing a collection of Canadian spas and describing various indigenous experiences. Canada has been committing a lot of resources to attract tourism and there is an additional 40 million Canadian dollars coming their way due to their country's stimulus efforts, some of which will be used to promote their spas.

I learned a bit about country and their branding initiatives, which I found fascinating. There is a “Country Brand Index,” announced each year by FutureBrand of New York. This company ranks countries in terms of the success of their marketing campaigns. Australia has been #1 for three years and Canada is now #2. That’s pretty impressive. The top five in the 2008 results are:

1. Australia
2. Canada
3. US
4. Italy
5. Switzerland

I was of course glad to see the US as #3 and also happy to see Switzerland at #5. We have the CEO of Swiss Tourism, Jürg Schmid, speaking at the Global Spa Summit in May. The Swiss Tourism board has already initiated a major campaign to market Swiss Wellness and Spa options. It will be interesting to hear how this campaign is working for them.

I think that having government tourism organizations, like Canada and Switzerland’s, promote their nation's spas shows just how far our industry has come - and how important spa and wellness is becoming for tourism. Now wait until the medical community learns how valuable we are for reducing health care costs.
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A SpaFinder Spa Trend Citing

noreply@blogger.com (Susie Ellis) — Sun, 29 Mar 2009 14:31:00 +0000

A SpaFinder Spa Trend Citing

Susie Ellis, SpaFinder Insider

On our list of top 10 spa trend predictions for 2009 was “Casinos & Spas: A Good Bet” so I am pleased (and not surprised) that the New York Times had a large feature on this very topic in their Escapes section this weekend! Titled in the paper, “A New View of Atlantic City,” and online as "A New Side of Atlantic City: Spas," the article talks about all the new luxury spas which “helped polish up the gambling resort and, in the process, created another reason to visit.”

This is what I had written in our trends report in November 2008:

Casinos & Spas: A Good Bet Placing a high-end spa in a casino hotel was a long-shot idea when Elaine and Steve Wynn (both Golden Door regulars) opened the first at the Golden Nugget Casino Hotel in the 1980's. But today, spas in casinos have hit the jackpot, as they are some
of the highest spa revenue producers in the world. These world-class facilities are situated within hotels with hundreds (often thousands) of rooms, catering to a captive, free-spending clientele that both appreciates pampering and sees the value of balancing both high-octane indulgence and recharging, healthy pursuits.

Now let me just pause for a moment and address the comment I recently received on one of my blogs from an anonymous source suggesting that naming trends in the industry is more like stating the obvious.

Well, I don't think so. We do our homework. Having predicted many trends before they were ever big splashes in newspapers and magazines (spa lifestyle real estate in 2004, sleep health in 2006 and luxury detox in 2007 for example), I can safely say that our list is often a forerunner to the buzz that we see in that upcoming year.

Not that we are always right, however this casino and spa trend is an example of having accurately read the zeitgeist. Part of why we observe trends pretty accurately is that we are in tuned to what is in the pipeline, what consumers are responding to, and what the revenue and expense figures are for various types of spa establishments around the world. In addition we naturally monitor macro trends which, included in 2009 for example, the huge economic crisis.

The casino and spa story in the New York Times included a large photo of the Immersion spa swimming pool with multiple lounge areas overlooking the city at the Water Club hotel. There was also a photo of the lavender-lit Jacuzzi with waterfall background at the Red Door Spa at Harrah’s, a shot of the men’s spa lounge at the Borgata, and a peek into a treatment room at the Qua Spa at Caesar’s.

Although they didn’t mention it, “wow” decor is one reason why these spas are popular – not only with hotel guests, but as this article points out, but also with locals and people who drive in for a day visit. Casino hotels usually spend a lot of money making their spas dramatic and “something to talk about.” After all, spas in casinos can make very good money.

But spas in casinos also drive room nights – something the writer, Shivani Vora, mentioned in this article numerous times. Saying “they are major selling points at the hotels,” “draw visitors,” and “another reason to visit” shows how obvious it is that spas do more for a hotel than just make money from massages and facials. I find this kind of ironic...because I notice that many GM’s of hotels treat their spa managers as if they are towel-boys (or girls) when, in fact, they often drive significant business to the hotel itself. What is also interesting (and this is the result of a study done by Mandarin Oriental a few years ago), is that spas are often responsible for the majority of a hotel’s PR. After all, is the New York Times likely to write about the gambling tables or the decor in thousands of identical rooms? But spas usually have great visuals, evoke a healthy and positive feeling to a place that is often associated with the evils of gambling, cigarette smoke, and drinking and eating too much - and, in this economy, the desperation of some of its patrons.

And since I mentioned the economy, it might be worth noting that Vora stated in the article, “most spas say that bookings are up or holding steady” and “weekend bookings are still at capacity.” While I am sure that these spas have been affected somewhat by the economic downturn, there is resiliency. Why? Another trend in our top 10 – Stressing De-Stress, which which by the way, was the topic of a February New York Times article - "In Tough Times, Spas Stress Stress."

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Spa Update: Canyon Ranch Living, Liquidrom Spa, NY Times Article on Spa Facials, and an "I Need a Spa!" Marketing Campaign

noreply@blogger.com (Susie Ellis) — Mon, 23 Mar 2009 14:18:00 +0000

Spa Update: Canyon Ranch Living, Liquidrom Spa, NY Times Article on Spa Facials, and an "I Need a Spa!" Marketing Campaign

Susie Ellis, SpaFinder Insider

I am behind on my blogging, with several topics piling up. I think it is the same problem everyone is facing...lots to do, limited time and feeling extra pressure because of the current focus on economic challenges. So I thought I would try something new: A short recap of four topics (that could each be their own blog) and my “bottom line” observations for each.

Canyon Ranch Living: Visited this new spa lifestyle real estate project that just opened in Miami. I was impressed with the size, style, and staff. It was more than I expected, with the full Canyon Ranch program integrated into this new setting. There are two towers where you can buy residences and one tower that is like a hotel. One of the towers is almost “sold out” and the other is around 25% sold I was told. Bottom Line: I like the concept very much. It just needs one thing - time. Time to increase occupancy and time for people to truly "get it" about this new living option.

Liquidrom: While in Berlin, Nicholas, my stepson, and I went to the famous Liquidrom where you float in a darkened space in warm salt water with music you can hear underwater. There are saunas, steams, cold foot baths, an outdoor Jacuzzi, a bar with fresh fruit, smoothies and snacks, and a few massage rooms. I literally fell asleep in the floating pool propped up by floating noodles. Our massages were excellent. (German therapists are highly trained.) Bottom Line: We both liked our experience. This seems to be a very successful business model similar to others I have blogged about including Centre Parc in the UK; Castle Spa, the Korean fun house in Queens; and Glen Ivy Hot Springs in CA. These places present hydro and thermal experiences as the primary focus and make good money by having volume attendance. They also provide a valuable wellness experience. 500 – 1000 people per day pencils out, even if few take treatments.

NY Times Article, "An Expression of Doubt About Facials": The same old saw: Doctors saying that facials are overpriced and spa therapists quoted as saying something that doesn't sound very intelligent. And then a side bar talking about what dermatologists consider valuable. (They mentioned exfoliation, microdermabraion, peels and extractions - the very things aestheticians at spas do!) Three things need to change in my opinion: 1) Aestheticians and spa professionals need to become more educated about terminology and research. They need to become more confident about the value of what they do. 2) Doctors would be well served to think of spa professionals as partners instead of adversaries. Spas do a lot to help people relax and de-stress, exercise, eat more healthfully, take care of their skin, wear sunscreen, etc. In fact, spas are places providing the very behavioral change doctors recommend to their clients. 3) Media would do well to realize that doctors have an invested interest in criticizing spa professionals, as many feel that spas might take away from their dermatology business. Bottom Line: Spas and medical practices are both important. Neither needs to discount the other and the media would be better served to take a more knowledgeable position these days. The consumer is way ahead of this old story.

"I need a spa:" This is a phrase we seem to be hearing (and saying) more often. In fact, Steve Kane, our Senior VP of Gift Sales, suggested we look at this phrase for our next marketing campaign and spread it out to our entire network of spas. He was inspired by what had happened to him that morning. A woman he knows was in a mad dash to make the train he takes into the city daily. Huffing and puffing she ran by him saying, “Boy, I need a spa.” Bottom Line: That pretty much says it all.
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Adlon Day Spa at the Kempinski Hotel in Berlin - Impressive

noreply@blogger.com (Susie Ellis) — Mon, 16 Mar 2009 00:44:00 +0000

Adlon Day Spa at the Kempinski Hotel in Berlin - Impressive By Susie Ellis, SpaFinder Insider

Visited Adlon Day Spa in Berlin. Learned that it is a day spa connected with the historic 5-star Adlon Kempinski Hotel...which was magnificently rebuilt right next to the Brandenburger Tor in the late 90s. The day spa is not part of the Kempinski brand, however, I think that this spa facility, with its 13 porcelain-colored treatment rooms with fireplaces and sitting lounges, sparkling tiled WATSU pool, and carefully selected skin care products, is an excellent fit. Stunningly designed and decorated by Anne Maria Jagdfeld, the spa is, if I had to use one word, exquisite.

Nicholas and I checked out of our Potsdam budget hotel (located in the former east German area outside of Berlin) where we stayed while attending ITB and into the Adlon Kempinski - which is the height of luxury. Since Reto Wittwer will be the keynote speaker at the Global Spa Summit and this was the first Kempinski hotel, I thought it would be a good idea to experience it. Wow... quite a contrast from our earlier digs. I was very proud of Nicholas who adjusted equally well to both places.

I watched a short movie about the history of the famous Adlon Kempinski which provided a haven for its guests during both world wars. The hotel survived both wars although, sadly, it was destroyed by a fire shortly after the end of the Second World War. It was totally rebuilt about ten years ago. The movie showed that while bombs were dropping all over Berlin, there was elegant dining, top notch service, and socializing at the Adlon.

I couldn't help thinking about how I was having a small taste of that experience. For just a few days, the current global financial crisis wasn't happening and we were immersed in another time... where things were carefree and the joyful service overwhelmed any stress. I think that the consistent hospitality at the Adlon was the best I have ever experienced. It reminded me how restorative it can be to "get away" and how lovely it is when everyone says yes with a smile...all the time.

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Glimpse of Spa Industry in Europe While Attending ITB Berlin

noreply@blogger.com (Susie Ellis) — Sat, 14 Mar 2009 18:04:00 +0000

Glimpse of Spa Industry in Europe While Attending ITB Berlin.
Susie Ellis, SpaFinder, Insider

Am in Berlin - my first time at ITB Berlin which is the world’s largest international travel show. The numbers are staggering…11,000 exhibitors from 180 countries and almost 200,000 visitors – most of them trade. Clearly it’s “the” travel show to attend.

In addition to the huge trade show spread out in pavilion after pavilion on multiple floors covering blocks of space (it can literally take you an hour to walk from one end to the other), there are various conference sessions.

I had been invited to speak at their one-day Wellness Forum and was asked to present the findings of the first Global Spa Economy Report that was commissioned by the Global Spa Summit in May 2008. I took Nicholas, my stepson, along with me since it would give him a chance to tour Berlin which will be new to him.

My trip included spending time with the other speakers, listening to various international perspectives on the spa industry, visiting the travel exhibits including the wellness area (quite small actually) and then another couple of days in Berlin to try out the famous Liquidrom spa and the spa at the Adlon Kempinski. I tagged on a few more days to take in some sights with Nicholas and visit with some relatives who live in this area.

Some quick spa-related observations:

1. Europeans aren’t seeing a huge decline in spa business due to the economy – yet. Some think they may be lagging about 3 months behind the US and expect things to slow down. The most softening so far has been in the luxury segment with day spas not feeling anything yet.

2. Seems that people are beginning to hold back on large purchases - like a new car - however spa services are still an affordable option.

3. Spent time with Detlef Jath, Director of the Spa Division for Klafs – a famous sauna and spa manufacturer. Learned that (as I suspected) most people around the world do not know how to use a sauna properly for the best medical wellness results. Some Europeans – and especially the Germans – do know how to get the most out of sauna bathing. Detlef filled me in on the “secret” formula. (More about that in another blog.)

4. Europe talks about the modern spa industry being about 20 years old. I see it as more like 25 years old. It is still my contention that the modern for-profit spa industry began in the US around the middle 1980’s. I trace it back to when the term spa + global + industry came together. That happened in 1986. That was the year when a small travel agency opened in New York and published the first catalog of spas around the world. It was named SpaFinder.

5. I find it amusing to hear how adamant most European countries (and especially the German-speaking ones) are about rules, regulations, standards, etc. Almost every speech given by a German touched on this topic. Because I am German (born 4 weeks after both parents moved to the US from Germany), I am all too familiar with structure and rigidness and order. Even my husband, Peter, calls it a blessing and a curse. I agree.

6. I feel that there is a lack of recognition that it is the consumer who is setting the standards and regulations these days. The power of the Internet, which is forcing transparency through such tools as user generated reviews and social networking, is changing the entire ball game.

PhoCusWright (the number 1 travel technology company) and the Wellness Forum were the two conference programs given prominence on the ITB schedule. Fitting, I thought, as both technology and spas are here to stay.

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Spas and Medicine are Becoming Partners

noreply@blogger.com (Susie Ellis) — Tue, 03 Mar 2009 19:28:00 +0000

Spas and Medicine are Becoming Partners,

Susie Ellis, SpaFinder Insider

Our time has come. Prevention is “in.” What spas offer is "in." Wellness is "in." Part of the reason we have arrived at this place is because people are understanding the importance and cost savings of reducing stress and staying healthy. Another reason is the global economic crisis which has resulted in a government stimulus plan which has made health care reform a priority in the US.

We shouldn't let this opportunity pass us by.

I just spent two full days in Washington D.C. at the Summit on Integrative Medicine and The Health of the Public as a guest of Deborah Szekely’s. This very important meeting was held at the National Academy of Sciences and included many formidable speakers; Senator Tom Harkin, Dr. Mehmet Oz (of Oprah fame), Dr. Dean Ornish, Jon Kabat-Zinn and about 40 top medical professionals from around the country. It was a gathering of very smart and powerful people and I felt humbled to be able to listen to the ideas, take notes and at one point even share an insight.

Videos of each summit session are available on the summit website. If you have time to listen to only one talk - I suggest you listen to Dr. Dean Ornish. Although he talks very rapidly, he does a great job in explaining the exciting opportunity we have.

Literature describing the summit included this statement, "the summit was designed to explore the science and practice of integrative medicine — health care that addresses together the mental, emotional, and physical aspects of the healing process." Note the similarity to the definition of spa we use in the spa industry, "establishments that promote wellness through the provision of therapeutic and other professional services aimed at renewing the body, mind, and spirit."

I was struck by how often the distinguished speakers spoke about the importance of exercise, diet, stress reduction and mind/body medicine. They used terms such as wellness, integrative health, integrative wellness, behavior modification, and health coaching. There was a lot of reference to patient-centered medicine or people-centered care and mindfulness. These are all terms that we use often in the spa industry! Unfortunately, however, not once did I hear the word spa mentioned.

That’s a problem.

Let's talk about that in the next blog post.
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Spa Industry Lemonade

noreply@blogger.com (Susie Ellis) — Thu, 26 Feb 2009 14:54:00 +0000

Spa Industry Lemonade
by Susie Ellis, SpaFinder Insider

I remember when my twin sister, Katrine, first got engaged. The guy proposed, promising that a ring would follow. Well, when weeks turned into months and there was one excuse after another and no ring, she sensed he was waffling and decided to call it off. What followed were many tears and a lot of anger. We tried to comfort her, saying such things as “It’s for the best,” “Something good will come out of this,” etc.

Well, at the time she didn’t want to hear it, and wasn't believing it anyway; however, here we are 30 years later laughing about what turned out to be one of the best things that ever happened to her! Luckily she didn’t marry that guy and instead, some years later, she met Bill who swept her off her feet, proposed (with a lovely ring by the way), and they have been happily married for close to 25 years.

We all know stories like this from our own lives or others. In these days of economic turmoil, it's probably a great time to dig some of them out and dust them off. It’s the old “lemons to lemonade” adage.

So I am proposing that those of us in the spa industry give ourselves a good pep talk and spend some time looking for opportunities in this challenging economic climate. How can the spa industry emerge stronger? What changes can we embrace during these times that will make our business better?

Well, I have a few ideas to get the lemons to lemonade conversation going. I look forward to hearing yours!

Change Messaging: Move from words like pampering to wellness, prevention and stress reduction. Line up with the Obama Stimulus Package with terms such as integrative health, behavioral changes, and health coaches.
Change Pay Structures: Move your practitioners to fixed pay per service and add benefits.
Downsize: Cut at the top, and move people down one rung on the ladder. You save money and have people performing in places where they excel. (It’s a way of undoing “The Peter Principle.”)
Practice What You Preach: Put all you know about stress reduction into action. Later you will be an even greater expert.
Create Community: Come up with ways to get your clients to bond with each other - that bonds them with your brand. Introduce group walks, group lectures, group parties, etc.

If you are seeing opportunities during these difficult times, please share them with us through the comment link. We all love hearing lemon-to-lemonade stories!
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A Massage and Facial at Thai Privilege Spa in New York

noreply@blogger.com (Susie Ellis) — Sun, 22 Feb 2009 09:53:00 +0000

A Massage and Facial at Thai Privilege Spa in New York
Susie Ellis, SpaFinder Insider
It was my privilege to be invited to a spa located in the Soho area of Manhattan called Thai Privilege. I noticed it on several “top 10” lists. Since Manhattan has many hundreds of spas, making a top 10 list is a pretty big deal. (Remember there are more spas in the U.S. then there are Starbucks in the world!)

It was Friday night and I arrived after a very long and somewhat tiring week to experience a four-handed body massage and a facial. The spa was on the second floor of a building – not all that easy to find. (Now I was even more impressed that they were popular because clearly they wouldn’t get much walk in business.) The ambiance and décor was Thai. There was ginger tea and a cool face towel waiting. What followed was foot washing, a nicely synchronized massage with two very well trained therapists, and a facial with Eminence products given by an aesthetician who knew what she was doing.

Here is what I noticed as stand-out features:

The foot bath was an actual sink with plumbing rather than a bowl which seems more hygienic to me.

Massage rooms were nicely decorated - not expensive - but quite lovely. Some draped silk on the ceiling solved the usual problem of unsightly ceilings.

Massage beds were fantastic – from Thailand – very wide, firm thick mat – no face cradle needed since there is a hole worked right into the table (see photo). For men this table must be especially comfortable. Underneath the table, below the face hole, was a lovely flower - I didn’t have to look at a floor with dust balls or see therapist’s shoes (often dirty).

Before the massage, I was given an attractive small wooden box for my jewelry. The box had a lid. Loved that! It adds an element of safety. It wouldn’t be as easy for someone to snatch my jewelry if I end up snoozing during a treatment. (I never leave my jewelry in a locker because I consider them unsafe. There are too many people who have access to the “master key” or “master combination.”)

After my service I was escorted to a large lounge chair in a kind of relaxation hallway. After more ginger tea and a few moments of relaxation one of the lovely Thai girls handed me a small leather folder with a pen - just like what I would receive at a restaurant when they present the bill. Indeed, that's what it was - and included were three of those small manila tip envelops each labeled with the name of my therapist and my name. I kind of chuckled because I immediately realized what a good idea this was. It totally took care of the often awkward moment at the front desk when you aren’t sure what to do about tipping. An “assumptive close” perhaps, but effective!

It seems that Thai Privilege was started in Bangkok by Mrs. Surangrat Chirathivat, a nurse. There are now a half dozen locations including Bangkok, Phuket, Shanghai, New York and several places in the Middle East with franchises available. The concept seems to include creating a totally Thai experience – every single thing in the spa is from Thailand -and the staff is all Thai. I would say it works. The Thai people are known for their charm, hospitality and respect so a treatment here did feel like what I have experienced in Thailand.

As I left, I wondered why the name of the spa included the word "privilege" which actually seemed a bit odd to me. Initially I thought it probably meant that I was going to get the privilege of a Thai massage. However now I suspect it is something a bit different. I felt it was more about the staff feeling privileged to provide their superior service and perform their art. Or, perhaps it is both.
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Global Spa Summit Gaining Momentum...Kempinski President and CEO to Keynote

noreply@blogger.com (Susie Ellis) — Tue, 17 Feb 2009 23:57:00 +0000

Global Spa Summit Gaining Momentum...Kempinski President and CEO to Keynote

Susie Ellis, SpaFinder Insider

This time of year I spend a great deal of my days working on details for the upcoming Global Spa Summit (GSS). I consider it a privilege to do so - and have to admit I really enjoy it.

This year's Summit will take place at the Victoria Jungfrau Hotel in Interlaken, Switzerland. For those of you who do not know much about the GSS, you might enjoy looking at the website. (And check out the “Spa Resources” tab where you will find a listing of all the spa research around the and all the spa associations from around the world.)

The GSS was started by a group of spa industry executives who wanted to gather together on a regular basis with peers to address industry concerns. Peter and I were part of that group. The motto “Joining Together. Shaping the Future.” was chosen and the first Summit held in New York City in 2007. The Global Spa Summit is modeled after the World Economic Forum in that it is an invitation-only event, supported largely by attendees and a few partner sponsors. Past keynote speakers include Steve Case, Ian Schrager and Dr. Richard Carmona.

This year one of our formidable keynote speakers will be Mr. Reto Wittwer who is the President and CEO of Kempinski Hotels. The Kempinski name is famous around the world as it is Europe’s oldest luxury hotel brand which was founded in Germany 111 years ago.

This year’s Summit theme is “The Power of Collaboration” which is quite timely given the economic turbulence that has blanketed the world. As the Summit agenda unfolds, I get more and more excited. Hopefully I will see some of you at the conference - and for those who won't be making it this year, I will share some of the insights learned via my blog. Stay tuned.

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"In Tough Times, Spas Stress Stress" was the Headline in NY Times Travel Piece this Weekend

noreply@blogger.com (Susie Ellis) — Mon, 09 Feb 2009 19:35:00 +0000

“In Tough Times, Spas Stress Stress” was the Headline in NY Times Travel Piece this Weekend

Susie Ellis, SpaFinder Insider

My hat goes off to Michelle Higgins who wrote this article. I have noticed over many years of reading her writings that she really understands spas – and she understands people – therefore her articles are almost always insightful and helpful to the traveler. The caricature on the right by Julia Kuo was also part of the article.

It’s great to have a writer at the NY Times who “gets it” about spas because many other newspapers and writers follow her lead. What she truly understands is that spa-going has shifted from a focus on pampering to a focus on wellness. And that didn’t just happen a few months ago when the economy headed south. The spa industry has been making this shift for years. Now we see some of the fruit of our labor. As the NY Times piece said, “A trip to the spa has become an investment of sorts, in well-being." Bingo.

Stress management experts often recommend things such as: exercise, eating a healthy diet, reducing caffeine and sugar, avoiding alcohol and cigarettes, getting enough sleep, relaxation techniques such as meditation, breath work and massage, thermal and hydro experiences, etc. to reduce stress. And these are exactly the type of activities that happen at spas. I also feel that spas offer a bonus not often mentioned by stress management professionals - aesthetic treatments which help people look better. As most of us know, that can be a great stress-reliever too.

If you have a few minutes, read Michelle’s article on "Spas Stress Stress" (or perhaps slightly more accurately, "Spas Stress De-stress.")

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