Jordan: Spa industry has a long way to go

The creative lap pool and lemon tree garden at the new Anantara Spa at Kempinski Ishtar Dead Sea in Jordan.

Despite its association with the renowned therapeutic properties of the Dead Sea, the concept of spa is quite new in Jordan and 'there is still a long way to go'.

This is according to Tricia Collins, spa director of the new Anantara Spa at Kempinski Ishtar Dead Sea set to open in October.

"Here in Jordan they are using the Dead Sea products, which is great. I think that's very important. They are looking after people for relaxation, which is also good. But the concept of spas is quite new in Jordan," said Collins.

"One thing they need to do is get the spa journey right; it needs to be an experience. The treatments are good, but it's not an experience here yet. That's what I have found. It's nice, but there's still a long way to go in Jordan," she continued.

"But we shall set the benchmark, we'll raise that standard, and others will see the Anantara Spa and come to visit and say 'this is what we want'," asserted Collins.

The key to moving the industry forward, she added, would be bringing in experienced spa managers from overseas and investing in staff training.
 

Story continues below

"People here have not had that experience because there are not many spas, so they can't compare; they don't realise what's good. There's no benchmark," observed Collins, adding that expatriate spa managers and directors would be needed to take the business to the next level.

"Also the industry needs to develop the people here. I've got a great team with local senior receptionists - I want to develop them and train them to be spa managers one day. That's how I see it," concluded Collins.