What makes these brands ideal for use in your spa?
We have a good combination of cosmetic and organic skin care and body care choices: Valmont is a luxury Swiss skincare line; very efficient and delivers resuls in a short time. It has a wide range of products to suit different needs and types such Elixir des Glacier and an amazing collagen mask. Ila is a ‘beyond organic’ British brand, with a life enhancing approach. They all have gorgeous packaging and signature scents, based on natural plants, flowers and herbs. Our local and international customers are keen on both and appreciate both brands. They want fast results, and yet are concerned with going organic.
What is more important, investing in training or the offering, or both?
The training for the spa team and the therapists is taken very seriously. We have four weeks of training done by Ila and Valmont during the year, divided as one week of training every quarter.
On the fitness side, my focus was to reformulate better and attractive membership offerings, as well as placing an emphasis on personal training delivery. We also upgraded our fitness classes with new workout concepts that are fun and efficient.
We also have the potential to look after the younger generation. Kids summer camps, swimming classes and fitness classes focusing on hurdles and coordination proved to be a great success. These initiatives turned out to attract a good deal of mums as well.
Although we are in a challenging market here in Beirut, last year the spa’s total revenue reached a 17% increase YOY (year on year) also with improved productivity. We are at 21% profit year- to-date).
Do you find that people are prioritising self-care more than they used to?
Part of our cultural challenge in Middle Eastern countries is the myth that putting your needs before someone else’s is selfish. This myth is slowly being broken down and people are realising that self- care and occasional self-prioritising will create better nurturers out of them.
With the fast pace of life, and the increase of people feeling ‘burnt out’, people want to revive so that they can enjoy the ‘good moments in life’.
This trend is also due to the fact that spa and wellness therapies are no longer a luxury reserved for the rich and famous; it is now accessible to everyone who desires to distress, get re-energised or pampered.
Is the wellness industry moving more towards mental wellbeing these days?
Absolutely. Initiatives such as yoga, connection with nature promote mental wellbeing and harbouring positive energy. We offer on outdoor activities and water classes help to unite with nature and help guests to restore their vitality.
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