Trends, spa positioning, getting the most out of spa therapists, and how best to deal with inappropriate guest behaviour were some of the key issues that came to the fore at the Hotelier Middle East Spa & Wellness Forum, which took place on March 10 at Grosvenor House Dubai.

The Hotelier Middle East Spa & Wellness Forum attracted more than 160 of the top spa and wellness experts from around the UAE and beyond, to discuss the topics most relevant to the industry today. The event, which took place on March 10 at Grosvenor House Dubai, was held in association with Lucrea General Trading, and exhibitors included ManageMySpa and RNS Beauty Personal Care & Equipment.

Panel debates covered a range of pertinent issues, such as whether real return on investment can be generated from the latest trends in spa; how to make sure spas are an integral feature in a resident’s lifestyle, and how to get the most out of spa therapists — the most important element of a successful spa operation.

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PRESENTATION: THE FUTURE OF SPA IN THE MIDDLE EAST
Paul Hawco, director of Talise Spa operations, Jumeirah Group presented a study on the growth of the wellness industry and how to measure profitability.

According to Hawco, wellness is now a US $3.4 trillion global industry —three times bigger than the worldwide pharmaceutical industry.

The spa industry alone accounted for $9.4 billion in 2013, while wellness tourism accounted for $494 billion. To continue this growth, Hawco suggested it’s time the industry answered some tough questions about the relevance of hotel spas in the region. He offered some early-morning food for thought with these questions:
• Are we financially relevant within the hotel industry based on our ROI/overall contribution?
• Without industry benchmarking KPIs, will we ever be able to discuss performance with hotel leaders, who do not understand the business?
• Are we in danger of being one, homogenous industry with little differentiation between brands, programmes, and design?
• Everyone wants wellness but no one knows what it is exactly, or how it might make a business case. Are we sure hotel guests want it in the hotel environment?
• With increased points of entry, and consumers exposed to spa and wellness everywhere they go, will the industry flourish in the right direction and continue to build trust?

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