Middle East spas to use staff as brand ambassadors

Some of the region’s most senior spa operators have recommended using staff members and spa therapists as brand ambassadors to help build a spa’s brand in the Middle East market.

The point was raised at the second annual Hotelier Middle East Spa & Wellness Summit being hosted over two days in the Grosvenor House Hotel Dubai. The summit has brought together spa professionals from across the region with a range of panel discussions and workshops sharing industry best practices and advice.

One such workshop focused on how operators can create and run a successful spa, with Fairmont The Palm, Dubai director of spa Aiobheanna Bonner declaring that “every colleague is a brand ambassador.”

“Each colleague has to understand the big picture and what our goals and aspirations are. We invest most of our time throughout the hotel with these ‘brand ambassadors’ to deliver on our service promises to our guests,” she added.

This hand on attitude was mirrored by Neil Hewerdine, vice president of spa services at Atlantis The Palm, and current Hotelier Middle East Spa and Fitness Person of the Year: “As managers, we share that vision with the whole staff, but how do we get them to believe in that vision, rather than just reading it from a script. This is done by showing them how to do it rather than telling them. In a big hotel like Atlantis, you have to get out there and get your hands dirty doing the job, and your staff will share that message with their colleagues and staff.”

The Hotelier Middle East Spa and Wellness Summit 2014 is being held at Grosvenor House Hotel Dubai from February 10-11 and is sponsored by The Product House and Sarum Trading.