Trends, made by America and Asia

"The Monaco Spa Event": European platform desired

Monte Carlo (February 1, 2008). The idea was good, the implementation, however, wasn`t quite what it ought to have been. All the same, the idea of setting up a platform for the European spa market in Monte Carlo was received enthusiastically by the majority of guests from the USA, Europe and Asia. "The Monaco Spa Event", recently acquired by the Italian Group Sogecos (the company that also manages the international Beauty Fair Cosmoprof), enticed 95 exhibitors ad 3,873 visitors to Monte Carlo the week before last with their new trade fair concept.

In the Grimaldi Forum Monte Carlo, the modern congress centre on the beach, clever innovations were presented to interested visitors and speeches were held by well-known and less well-known spa experts. The contents varied significantly in quality, and all in all, subject matter was still not focused as clearly on Europe as it could have been. Figures were presented mainly by representatives from America and Asia.

The European spa industry must certainly make an effort here: As long as it continues to be unable to produce figures from its businesses, other nations will quickly outdo it in (self) marketing and with this, nonsensical and inaccurate representations will soon take hold as the true yardsticks. One should remember: Europe is the birthplace of the spa and wellness movement!

The exchange between conference participants and representatives from suppliers was very welcome and was taken advantage of at every available opportunity. All the same, the wish for more communication and direct contact with the speakers remained. Two special touches at the event were the "healthy cocktail" to round off the long conference day followed by the 600 calorie meal as gala dinner for 400 guests.

Here, the first summary of general trends; further reports on architecture/design and spa finance will follow.

How much money can be earned with a spa? This question seems to give all speakers wings, and even at the Monaco Spa Event, figures quoted all too often stretched into the unachievable... The spa industry would all too willingly like to count the rich and super-rich amongst its clientele, just like the oft-cited "Lohas" who pretend to pay more for sustainable lifestyle. Once again, average outgoings of the millionaires were broken down and cited. The poorer of them - those with an income of over one million US Dollars - spend an average of 3,300 US Dollars per year on spas. Those with an income over ten million pay bills in excess of 42,000 US Dollars for wellness. Whilst right at the top of the echelon, those with an income of over 100 million reward the spa industry with almost 169,000 US Dollars per year.

The "Milk Bar", a place to relax during The Monaco Spa Event.                                                         photos: map

Marco P. Nijhof, Senior Vice President of the Gulf region for Jumeirah, quoted these figures from the book "Richistan" - and was happy to announce that 28% of his hotel group's turnover came from retail. But unlike Jumeirah Hotels, not every hotel group operates in locations quite as economically robust as Dubai, London or New York.

And because the audience clearly felt that such comparisons and superlative figures had little application to more standard markets in Europe, they noted with interest those sentences which often fell only as aside remarks, though with more relevance to smaller or medium sized wellness businesses. From the many market observations of various speakers, here are a few examples:


TRENDS

 "Spas for Men" are optimally positioned around lobby level, not too far from conference rooms. Men, and above all managers, appreciate the proximity to their main work areas and quick treatments during their breaks, for instance, an oxygen treatment or a neck massage.
 Scent instead of chocolate: The calorie rich little treats on the pillow are "out" - "in" are lightly scented pillows or mini sprays which the guest himself can use.
 Guests like to be able to repeat their spa experiences at home and the sale of home products is increasing.
 Spa suites for two are becoming increasingly popular and will possibly be more "theme orientated" in future.
 Spas and baths are seeing an increase in treatment supporting technology, for instance, "high altitude air" or "cold therapy" rooms.
 Guest flow and different target groups are becoming increasingly controlled by code-cards with password (e.g. entry for children/adults only, who is allowed into the sauna and/or pool, who is external/internal guest?)
 Complete "snow/ice rooms" are up and coming. Optimally combined with fire-side relaxation room.
 In the USA, the surface area used as "relaxation space" is increasing.
 Relaxation rooms should be divided according to function, e.g. tea area, reading or social areas. Accordingly, lighting and furniture can be designed to better suit such purposes.
 Not all treatment rooms need look the same.


MARKET CHALLENGES

 In Asia, mega spas are growing, e.g. Chiva Som in Thailand plans a second spa over a whopping 40,000 sq m with over 1,000 staff.
 In Europe, on the other hand, smaller spas à la Relais & Châteaux still have a chance. The consortium has recently divided its hotel spas into new segments.
 In future there will be an even greater range of spas, varying in accordance with the different types of real estate such as residence, condominium or resort. For instance: Mandarin Oriental plans a mixed use complex consisting of apartments and spa in the immediate vicinity of its hotel in Hyde Park, London.
 Medical tourism is growing. "Hospital" and "hospitality" will develop stronger links and look for synergies.
 With increased awareness of health, consumer sensitivity for sustainable products and concepts is also increasing.
 Spas are developing into meeting places for hotel guests and for external guests. They are becoming social circles and platforms with very varied or highly specialised service ranges.
 Spas, above all in cities, are developing a club character.
 Guest are becoming increasingly more demanding, the lack of qualified staff, on the other hand, is developing into a more pressing problem.
 Hotel groups will increasingly buy "spa brands" in order to signal quality.

The next "Monaca Spa Event" is planned for the 12th to 14th February 2009 in the Grimaldi Forum Monte Carlo. / map

 

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