[L-R] Paul Hawco, Afrah Hamdy, and Sayed Salem, photographed at the Anantara The Palm Dubai Resort’s hammam. [L-R] Paul Hawco, Afrah Hamdy, and Sayed Salem, photographed at the Anantara The Palm Dubai Resort’s hammam.

Paul: Looking at the fitness industry, it is very established — they can have training as they go and can catch up after a year, for instance. We definitely want and need that kind of thing. Brand and reputation is still the number one reason why people choose a spa and wellness centre and having licensed, trusted therapists is one of the most important aspects of that.

Sayed: I think it has been approved by the authorities to initiate that kind of certification for our therapists because, as you mentioned, the fitness and wellness side is very well established and they know what they are doing but the spa side is not yet there, but the approach is very positive. Our spa is one of the only spas at which a therapist has passed the DHA exams.

Paul: Yoga is a good example actually. Every day there is a new thing, such as yoga in the desert or yoga on the beach. We do it and have a good reputation for it but who’s monitoring that? Is it authentic? So the only caution is that we don’t go too fast as everybody wants the business and everyone wants to be on trend so as it grows more we need to consider how this will be managed. Are they going to train their own yogis? Meditation I think is the next big thing — it’s more for the masses. Yoga is popular now as there is one teacher per 40 participants so the revenue per square foot is one of the best pieces of business you can do.

HOTELIER: Do you think hotels are successfully packaging themselves from a wellness perspective?

Paul: Not yet, I think we are seen as an amenity, and when they see that it’s profitable and that there is an ROI they see that they needed us — and now it has come full circle as the wellness guests may become very valuable in a hotel. Hotels have teams that travel to other countries to sell their products. And we need to piggyback more on the hotel model.

Afrah: Wellness is a complete concept – it covers the spa treatments, food and beverage and the experience overall. We have a wellness menu that is presented in our F&B outlets — even at breakfast. In the spa we are now developing the concept of wellness that starts with a consultation and then we design a programme according to the person.

HOTELIER: Do you think the spas here already have the facilities specifically for tourists coming into the destination, or do you think you need to add anything to bring us up to the level that global travellers are used to?

Afrah: We have nature. This country is blessed with the sea and we have the desert and greenery. If we look at the local culture and nature it should be much more utilised. If we can, we want to see more spa design, or hotel design around the spa. If we can design something to blend more with the local culture and make people feel like they are coming to experience nature and a complete concept, then I think it will resonate.

Sayed: I agree. We have the capability of doing this. The treatments we do are best-in-class in the region. We’ve also seen that the authorities are striving to get our therapists well trained by certifying them. So guests’ expectations are met and even exceeded. Having online booking for spas is something we lack, where guests can go online and book their treatments. We are in the process of creating this and hopefully it will be out within a month. There is online booking for restaurants and room but I think only a few spas have the option. So there is a great potential for creating awareness there.

Paul: Some of the core features we need to focus on is [back to] square one with quality service and consistency, with brand connection. All these trends can confuse us a little as everyone jumps around trying to stay on top of the market, but if we can remain authentic to who we are, the guests will find us and all will be ok. We have lots of natural resources as well as the culture and service and interesting healing rituals, as well as desert safaris and the ocean and all this needs to be positioned.

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