CHI, The Spa at Shangri-La, Qaryat Al Beri, Abu Dhabi, has achieved impressive growth figures, despite increasing competition in Abu Dhabi’s spa sector, according to spa director Becky Wyton.
From the period of April 2010 - March 2011 vs. April 2011 - March 2012, the number of treatments performed increased by 11.17%, while retail revenue increased by 4.03 %.
In the same period, treatment revenue increased by 10.25%, with total revenue increasing by 9.19%.
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“Most recently, for the period of January to March 2012 vs. January to March 2011 we have increased our total revenue by 32%,” Wyton told Leisure Manager.
“We increased our revenue by 49.78% for March 2012 vs. March 2011. During the past nine months we have broken our own record four times with the highest treatment revenue since the spa opened in 2007.”
The results were registered despite Wyton revealing that recently, “competition has increased drastically” in Abu Dhabi, adding that seven spas had opened in the last year.
In a bid to counter the competition Wyton said a number of tactics had been adopted.
“We constantly create new treatments to market to both our new and existing customer and work closely with our marketing and communications team to develop innovative ways to market them,” she explained.
“Social media has been a powerful tool in creating awareness of our ongoing promotions in addition to enabling us to interact directly with our guests on the hotels Facebook page, which has over 9000 fans.”
In-house guests have also been presented with innovative turn-down amenities that vary depending on the promotion or season.
Wyton said increasing revenue relied on continuously analysing the spa’s market segment to better understand guests’ needs.
“I have also analszed therapist efficiency and treatment suite efficiency. New promotions are constantly being offered are targeted for specific market segments and based on the time of day,” she explained.
“We focus on providing a consistently excellent experience for our current guests to retain them, while having innovative marketing and promotions to attract new ones. I have also recruited therapists with different skill sets. I believe a spa should be like a kitchen where you have chefs that specialise in different cuisines, we have therapists that specialise in different modalities and the end product they offer is truly an authentic treatment.”
But Wyton believed the increased competition in Abu Dhabi was not a negative factor.
“Even though there is increased competition in Abu Dhabi, it is beneficial to the entire industry because they help us to spread the word on spa and wellness to residents and visitors,” she asserted.
“This competition also sets a higher benchmark for the industry within our region.”
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