One of the key areas of focus for this year's Arabian Travel Market (ATM) is the wellness and spa industry
The spa sector is booming with revenues of US $411 million forecast in 2015 for UAE alone, while a Global Wellness Institute (GWI) report indicated that the UAE is leading spa tourism in the Middle East and North Africa. GWI estimates that the UAE will top spa growth, more than doubling wellness-focused trips from 2012-2017, with 993,352 trips added and 17.9% annual growth.
Other growth markets include Morocco, (set to add 825,703 visits and with 14.7% annual growth), while Jordan, Saudi Arabia, and Algeria, will witness double-digit growth in 2017. Meanwhile, GWI forecast spa revenues in the UAE will reach US $495 million by 2019.
The 23rd edition of ATM will focus on the rise of mid-market offerings (read full report in sister title Hotelier Express) but this year’s event will also address the growing wellness and spa industry. Nadege Noblet-Segers, exhibition manager, Arabian Travel Market says: “We have a dedicated space for 25 exhibitors designed to connect Middle East wellness and spa buyers with international suppliers in a series of exclusive pre-scheduled appointments on 26 and 27 April. There will also be a series of seminars taking place in the ‘Showcase Theatre’.”
Hotelier Middle East reached out to hoteliers from across the GCC and wider MENA region to understand the emphasis and importance a spa plays in their operations. FRHI Hotels & Resorts vice president of spa and wellness Andrew Gibson says: “Each brand within the FRHI portfolio has a different identity which will determine how spa and fitness work in the local market. Swissôtel promotes vitality throughout the hotel. Fairmont has a wellness focus more engaged with community involvement, with facilities designed for membership and local use. The spa is more expansive and has a greater variety of treatments. The Raffles experience is focused primarily on the in-house guests delivery the best service and luxury available. Local membership is not normally encouraged, however the spa and treatments are available to the local community.”
The Ajman Palace Hotel is positioned as a luxury resort, and general manager Ferghal Purcell says: “The nine luxurious treatment rooms are equipped with the best facilities. Out of these four offer views of the Arabian Gulf.”
The region is home to a few luxury wellness operators such as Six Senses and the soon-to-open Canyon Ranch in Turkey. The Six Senses Zighy Bay, located at the northern most region of Oman, claims to run at full occupancy for most of the year. Zighy Bay’s Anil Singh elaborates: “Guests demand much more from their spa experience these days in addition to a classic menu of treatments. Some examples of this are the recently launched yogic sleep programme, yogic detox programme and integrated wellness programmes.”
Canyon Ranch has nearly 40 years of experience in the United States and has long taken the approach of an integrated wellbeing resort. “Canyon Ranch is opening its first international property this summer, at Kaplankaya, Turkey. It will offer wellness programmes such as effective weight loss and healthy weight management to specific health concerns and even marathon training,” says Markus Iseli, MD, Canyon Ranch, Wellness Resort.
Spas and resorts have also found it extremely important to keep up-to-date with offerings, and at times, and being the first to introduce a particular service plays in their favour. Mandarin Oriental Bodrum director of spa Anna Crawford says: “It’s vital that we continue to bring innovative and unique wellness offerings to our guests. Since opening our doors in July 2014, we’ve aligned with wellness specialists and offered services such as iridology and detox, Shaolin Kung Fu masters teaching the Zen philosophy, to Ayurveda and beyond. Our current collaboration with US-based Mayo Clinic brings medically-researched ‘healthy living’ programmes and services to our guests.”
Hilton also decided to partner with industry experts to further boost its spa operations. “Hilton Worldwide refreshed its eforea spa concept, and to support its Spa Journeys, partnering with Sean Jordan, a master massage therapist and consultant to create three journey enhancement treatments unique to our brand,” says Sharon Barcock, director of spa & fitness operations and development MEA at Hilton Worldwide.
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