LIVE from the Hotelier Spa & Wellness Summit 2014

Today (February 10, 2014) spa professionals from across the Middle East are gathering in Dubai to attend the second annual Hotelier Middle East Spa and Wellness Summit.

Hosted at the Grosvenor House Hotel Dubai, spa experts from across the region have come together to discuss the opportunities and debate the key challenges facing the industry.

For anyone who isn't able to make today's event, the Hotelier Middle East team will be keeping you updated on all the interesting news and views as they surface throughout the day in our LIVE blog below.

To find out more about the Hotelier Middle East Spa and Wellness Summit 2014, make sure to check out our event preview detailing exactly what you can expect to see and hear about today.

To keep in touch during the event you can message us on twitter at @HotelierME and use the hashtag #SpaSummit to join the conversation.

08.30: The day's delegates, sponsors and exhibitors have all started to arrive at the Oberoi, Dubai hotel for this year's Hotelier Middle East Spa and Wellness Summit. After taking the opportunity to grab a quick coffee and a chat with their fellow industry experts, soon the sumit attendees will be taking their seats in time for the first panel session of the day.

9.00: After everyone has got their fill of networking with some of the region's most important spa professionals, the day’s guests are taking their seats in the main room for the start of the Hotelier Middle East Spa Summit 2014.

Welcoming everyone on stage is Hotelier Middle East editor Louise Oakley, who reiterates the growing potential and revenues for spas in the Middle East.

After that we are ready to get underway and the day’s first panel session is called to the stage.

09.15: The day’s first panel session is titled ‘The Future of Spa & Wellness - The Next Decade Will Be About’ and is chaired by Sharon Barcock, director spa operations & development, Middle East & Africa, Hilton Worldwide.

Joining her on stage is: Paul Hawco, Group Director of Spa, Jumeirah Hotels & Resorts;

Steve Harvey, Director of Wellness, Six Senses Zighy Bay;

Simon Casson, Regional Vice President & General Manager, Four Seasons Resort Dubai and Chairman, Four Seasons Gobal Spa Taskforce;

Dr. Suni Paul, Manager, Softouch Ayurvedic Spa Center - Kempinski Hotel Ajman.

The session is to cover the global spa industry’s outstanding growth in recent years, and how it has been driven by innovations in health, wellness, fitness, beauty, and design.
For hotel, resort and destination spas in the UAE to continue to deliver excellent customer service and produce a positive bottom line, what are the trends within the industry that they should follow?

9.30: the panel are taking a look at some of the most innovative new spa treatments, and especially the new technique of mapping a guest's genome to judge whether the client is predisposed to diseases or should make certain lifestyle changes.

Four Season’s Simon Casson reveals that he has had his genome mapped and was relieved that everything appears ‘to be the right length.’

Dr. Suni Paul at the Kempinski Hotel Ajman is now talking about the benefits of ‘Earthing’ and Authentic Ayurveda treatments and retreats and how they are continuing to rise in popularity

Four Season’s Simon Casson says: “Spas are already a mature Market in the Middle East, and one in which Four Seasons has been quite slow to enter. There are lots of great operators here such as Jumeirah and Dubai, like so many other things is really leading the region.

10 year ago spas were an afterthought, but now there are no projects we are doing where the spa is not one of the primary thoughts.”

The panels thoughts now focus the less fairer gender as thy explore the efforts that have been made to attract the male market to the region’s spas.

Stress is a defining motivation for male spa guests, with the region’s spas having the right treatments that allow people to continue living their modern, faced paced stress filled existence, says Suni Paul.

However, Paul Hawco at Jumeirah says that those treatments have to be marketed correctly to capture those markets as the perceived images of sporty and ‘metro-sexual’ male guests are still not compatible.

09.50: The day’s next panel is entitled ‘The Importance of Staffing – The Challenges Faced by Spa Operators in the UAE to Address Market Gaps’

Staffing is already a popular topic in our summits and leading today’s discussion is Helen Merchant, Owner, International Spa Consultants.

Joining her on stage are Lea Cordon Rouf, Managing Director, Spa Cordon, Sky Gardens DIFC

Michael T. Monsod, Director of Spa & Recreation, Sofitel The Palm

Meara Dougherty, Operations Manager, The Product House

On topic now is the question that is the growing global job crisis stopping the spa and wellness industry continuing to develop and grow, as it outpaces the supply of trained professionals. How can spa management address the spa/talent gap?

Moderator Helen Merchant starts the discussion by asking the crowd to raise their hands if they have ever got their fingers burnt in the recruitment market, at which point almost everyone in the room raises their hand

Lea Cordon now states that the best way to hold onto your team members and reduce staff turnover, is to train your team in the long term.

“Make them look forward at a long term training plan that they can look forward to. There are so many elements to the spa business in which you can train your staff, not only treatments but the numbers side as well.”

Cordon recommends introducing a training bond when you bring someone from abroad, “which is no guarantee that they won’t leave, but creates an understanding between you and them.”

She does admit that her staff turnover is around 20-30%, but that this is an issue that the industry has to address.

Helen Merchant asks how spas should create career development, and how spas can use trainee staff members, when this is in conflict with new regulations in the industry to require certified staff members.

Meara Dougherty at the product House states that this has simply made straining more important, as you must ensure that your staff can match the high standards that the industry are asking for.

Michael Monsod at Sofitel the Palm joins in by saying that training has to be viewed long-term, with improved raining creating a improved demand for a better standard of treatments and specialists.

The conversation leads on to the panels own career advancements, and they have found advancing through the spa industry.

Lea Cordon states that to be a spa manager you have to be expert in many fields, as you find that you’re are having to managing the HR, marketing and finances of your department.

Michael Monsod agrees and states that all spa professionals should try and experience and as many different departments as possible and join in with other departmental meetings to improve communication.

Helen Merchant asks whether building a network of managers who interact with each other and seek support and advice from each other would work in the UAE?

Michael Monsod states that yes it would and that there have already been efforts to create something concrete. This will help us to minimise recruitment mistakes and improve standards across the board.

“You can’t be afraid to ask for advice, as that is the only way we improve,” he says.

Now our panel focus on incentive pan, and whether it is a system that will actually bring results.

Michael Monsod says: “The biggest problem is getting an incentive scheme in palace in the first place, and you find you must change what you wanted to offer.

“Our staff know who in the market is offering what and if you can’t keep up with others then they will just leave.”

Meara Dougherty: Incentives have to be for a purpose, and that is to maximise trevenue, and that has fallen by the wayside recently, and that is why we have taken a step back from incentive schemes.”

“As far as competition goes, we are only a distributor, and our competition is the brand itself and can offer something better.”

10.30: As the panel draws to a close its time for our morning break, giving our audience the chance to network with their fellow professionals, as well as meet and greet some of the leading suppliers in the region, who will be getting through samples like an overworked DJ.

Cick to the next page to find out what the rest of the day's panel sessions have covered:

11.15: With the morning break over, its time to get back the business of the spa business. Next on stage is Janette Gladstone-Watts, Founder and Managing Director, The Product House, who is going to lead our next panel entitled ‘Providing Value Shouldn’t Mean a Compromise on Service’.

Joining her on stage will be: Galina Antoniouk, Complex Director of Spas, Grosvenor House, Luxury Collection Hotels and Le Royal Meridien Beach Resort and Spa

Beverley Spencer, Spa Manager, Cleopatra Spa & Wellness, Wafi Health & Leisure

Hamad Aly, Spa Manager, Millennium Resort Mussanah, Oman

Sharon Barcock, Director Spa Operations & Development, Middle East & Africa, Hilton Worldwide

Lindsay Madden-Nadeau, Regional Spa Director UAE, Anantara Spas - MSPA International

In our sights for this session are the ‘Daily Deal Sites’, which has led consumers in the Middle East to continue to seek out value-added deals such as discounts on treatments and last minute deals. Therefore, how do spas develop creative ways to magnetize consumers to try the spa and return?

Galina Antoniouk starts by saying that when you have a popular spa, then your returning customers expect their loyalty to e rewarded.

Sharon Barcock at Hilton Worldwide shares her advice at balancing the brands across the Hilton portfolio, by suggesting that each hotel GM should understand what their position is in the market.

“It can be a challenge to educate them, and why they need a certain level of certain service delivery, but we ask them, if their wife came here, how would they like them to be treated,” says Barcock.

Hamad Aly at Millennium Resort Mussanah, Oman, argues that knowledge and expertise is the best way to add value.

“if you give the customer what they want, and what has the best effect on them, then they will return.”

Beverley Spencer at Cleopatra Spa, says that spas must understand what motivates clients. “Having a manager on the floor, helps you to understand the emotional journey that your customers are going from.”

Lindsay Madden-Nadeau at Anantara highlights some of the differences between the Dubai and Abu Dhabi market, with a smaller market benefiting from more discretion and a more low-key spa experience.

Hamad Aly also stresses the importance of good old fashioned customer service, following up customer complaints and issues.

Next on the table is the discount and coupon culture, with Beverley Spencer saying that while they are used worldwide, they have to be used sparingly as they will ;cheapen your brand’

Discounting can be done more effectively, with off and on peak pricing being an alternative to short term discounts.

“The time of the Groupon discount has passed, as while we have all tried it and they bring the volume, I don’t think it brings the revenue we all wanted,” she says.

“Guests are not interested in the price. They listen to our staff, and come back throughout their stay at the hotel.

“While our spa are open to everyone, it is very useful to have that hardcore group of global travellers, which we can incentivise with our hotel loyalty scheme,” says Bardock.

12.00: next up is the panel discussion entitled ‘Spa Success – The Factors Leading The Way’

Leading this discussion is moderator Ebrahim Malekzadeh, Chief Executive Officer, Esadore International who will be joined on stage by :

Neil Hewerdine, Vice President of Spa Services, Atlantis Palm Jumeirah Hotel & Resort

Aiobheanna Bonner, Director of Spa, Fairmont - The Palm Jumeirah

Souhel El-Achbah, Spa Director, Six Senses Zighy Bay

Salina Handa, Founder & Managing Director, SensAsia Urban Spa

In this topic we ask, in such a competitive market, how do you create and maintain a successful spa?

Aiobheanna Bonner at The Palm Jumeirah gets us started by stressing the benefits of a strong brand such as recruiting staff, who want to join and stay with a quality brand.

As the founder of a independent spa business, Salina Handa at SensAsia Urban Spa says that brand is increasingly important, as they can not rely on tourist business like hotel scan and that repeat local business is her “bread and butter.”

Moderator Ebrahim Malekzadeh from Esadore International accuses the market of spending “$10 dollars to get a client and 1$ to retain a client.”
Neil Hewardine, from Atlantis, know a thing or too about bringing in hotel guests and reveals that the hotel tries to encourage repeat business from the same hotel stay, with guests encouraged to book multiple treatments throughout their stay, over an average length of stay is three days.

“We have a 95% spa usage of hotel guests, which does leave us vulnerable if occupancy ever went down,” he admits.

Aiobheanna Bonner says: We encourage group booking for external guests, as well as discounts for outside guests. WE also try and encourage outside guests to rebook, for different treatments, as well as booking other services throughout the hotel.”

12.30: Next up is ‘Should the Wellness Industry Embrace the Wellness of the Planet?’ which is a mew topic for this year and will be led by Lindsay Madden-Nadeau, Regional Spa Director UAE, Anantara Spas - MSPA International.

Joining her is Sharon Barcock, Director Spa Operations & Development, Middle East & Africa, Hilton Worldwide

Sarah Dalton, Senior Brand Service Manager, Sarum Trading

Leena Al Abbas, Founder & Chief Executive Officer, The Organic Glow Beauty Lounge

Madeleine Olsson Nikitopoulos, Senior Director of Spa, Middle East & Africa, Four Seasons Doha

With consumers are now expecting a more proactive approach from spas in addressing environmental concerns. The eco-spa trend isn’t likely to disappear, but is there a business case for doing well by doing good?

Is organic the future, or carbon neutral, or how about recyclable packaging and ethically sourced products? All of these questions and more are being tackled on stage.

How do you overturn the more traditional products, that may contain synthetic ingredients, that spa managers may be used to using for many years asks Sarah Dalton from Sarum Trading, and answers by stating that you can only do that by showing them the benefits of the products on their guests.

A question from the crowd identifies a gap in the market by asking how organic brands can benefit the environment when every organic product has to be shipped to the region. The panel agrees that the market here can just not supply the necessary products for this market, ensuring that suppliers have to make the best compromise with quality products and transport impact.

Madeleine Olsson Nikitopoulos at Four Seasons Doha believes the solution is local treatments, which use local products, to have the lowest environmental impact.

Spas have a long way to go to be eco-friendly the panel agrees, with steam rooms and other facilities using a lot of energy, which can be solved using timers and sensors to be sure nothing is being wasted.

13.15: And as that panel draws to a close, it is time for the Summit to break for lunch as the attendees take another opportunity to share some insider spa stories and meet again with the range of suppliers that line the foyer showcasing their latest and greatest products.

One such supplier is The Product House, which is present at today’s show showcasing their latest line of products.

Additionally, Sarum Trading, who just took part in our environmentally friendly themed panel, will be demonstrating its latest organic and ethically sourced products that allows spa to treat clients with a clear conscience.

The show will be back soon with a host of afternoon sessions covering topics such as spa revenues, customising spa packages and sustainability.

Go to the next page to find out the topics that will be covered in the Hotelier Spa & Wellnes Summit 2014 afternoon workshops, including sustainability, building brands and maximising revenue.

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14:10 After lunch its time for the days workshop, as our delegates split off into a range of expert sessions detailing some of the most key elements of the modern spa industry. They include:

‘How to Maximise Your Spas Revenue’ with Helen Merchant, Owner, International Spa Consultants

‘Developing a Lasting Brand’ by Sharon Barcock, Director Spa Operations & Development, Middle East & Africa, Hilton Worldwide

Which will be followed later by:

‘Customising Spa Packages’ by Helen Merchant, Owner, International Spa Consultant

‘How to Become a Sustainability Lea’ with Madeleine Olsson Nikitopoulos, Senior Director of Spa, Middle East & Africa, Four Seasons Doha