SPAS AND AGENTS:Clients Knead You 11 MAR 2014: Spafinder Wellness, a leading spa and wellness resource company based in the US recently released its 2013 State of Spa Travel Report. It is something that agents who like to be trendsetters and develop niche markets on the upswing should be very interested in reading. Spa/wellness is a big and lucrative business. Spa travel represents 41 percent of the total $439 billion US global wellness market. Are you getting your share? In the most recent study 73% of travel agents reported growth in bookings for hotel, resort and destination spas in 2013. The report was based on 300 North American travel agents who completed a survey in the last quarter of 2013. The results do not surprise me. It has just taken North American agents and for that matter the North American spa industry to get up to speed of what’s been happening for years in other markets especially in Europe and Asia. A GROWING MARKET In those markets going to a spa is as much a lifestyle choice as opposed to doing it only on special occasions like a birthday or anniversary. We still have that mentality here in North America but that is slowly eroding as people see the overall benefits of spa/wellness. It’s not just about getting your nails done! Mia Kyricos, Spafinder Wellness’ chief brand officer says, “This new data provides fresh evidence that what we’ve been hearing about the growth of the wider wellness tourism category is undeniably true.” The survey showed that there was a strong “deal culture” in the hotel/resort spa market with 30% of agents reporting global resort/destination spas were more aggressive with special pricing in packages in 2013 than 2012. Packaging though I feel is still lacking and a lot of the blame must be placed on the hotels and spas themselves. Most of the packages are either far too gimmicky with outrageous pricing (Valentine and Mother’ Day packages in particular are a prime target for exorbitant pricing). They feed on the guilt. I would love to see spa and destination resorts offer more innovative packages that will serve the purpose of health and well-being. They also need to have some flexibility with different spa treatment options. Not everyone wants aesthetic treatments. As I have written before (see February’s Spa Scene column on Fusion Maia in Vietnam), I would love to see the all-inclusive concept brought to North America. Or have a variation of it – allow two treatments per day under the package price. But don’t put a host of restrictions on what treatments. Tour operators and agents need to work closer together. Spas need to recognize the value of agents as well. Why can’t spas provide a commission on the treatments – not just the accommodation? It would drive more business – especially during off-season and slower periods or times during the day. Agents deal in groups – spas need to see the potential business that agents and their clientele can bring which would save a lot of marketing and advertising dollars in the long run. WHO’S GOING TO THE SPA? The spa demographic is changing. It’s not just the 55 plus women who are visiting the spa. In fact according to the survey agents cited that the 46-55 age group (the category I fall into) are most likely to book spa travel. It’s followed closely by the 36-45 Generation Xers. Youth is taking over now at the spa. The 26-35 age group is now surpassing the 65 and over age group. This is very significant to those selling packages and for agents. People are seeing spa/wellness as more a part of a lifelong process – but they want to incorporate other elements – hiking, horseback riding, cultural immersion style activities, ziplining, nature based walks and culinary classes. It’s all part and parcel of a wellness getaway. It’s not just about lying on a table and getting a massage or facial. Operators need to get more creative and offer a complete wellness package – outdoor activities, cultural activities, some type of learning component and spa treatments. The younger segment wants to escape not just once a year but a few short weekend or long weekend getaways. Again operators need to be flexible and offer different lengths of packages. Don’t forget options – not everyone wants to do a culinary class – so let them substitute for a horseback ride or an invigorating hike or kayak excursion instead. DON’T FORGET THE GUYS Let’s face it – the spa industry has shortchanged guys for decades – less so in Asia and Europe but definitely in North America. Yes there are girlfriend spa getaways and probably guy spa getaways aren’t quite there yet – though if you market there are lots of single women going to spas I’m sure you may have a new male clientele wanting to hook up and go to the spa! Male clientele was almost non-existent when I first started going to spas more than 25 years ago. Now I would say in most of the places I go and when speaking with many spa directors it makes up 40% or more of the clientele. Some are just going alone while others are visiting spas with their significant other. The male spa market is growing. And if spas cut out the more feminine touches, décor and emphasize the wellness and therapeutic aspects you would have more males comfortable going to the spa – even a group of guys. Now I don’t expect to see spas advertising at the latest UFC match, hockey or football game – though that is exactly the place to be – athletes have injuries or need to soothe those aching muscles – what’s the best place to go? The spa of course. This recent report by Spafinder Wellness is encouraging and it’s time that more operators and agents get involved in the spa industry – but spas and the travel industry need to forge closer links and understand each other’s business, operational issues, and remuneration/profit margins. I am encouraged though that we can get more people kneading – bodies and agents! JustTravelDeals.ca
Posted on: Tue, 11 Mar 2014 12:03:15 +0000
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