SM: What is the correct way to go about creating a new spa’s ‘ethos’?
A market study and a soft feasibility study must be performed in order to understand the wants, needs and desires of your potential markets. Location, climate, cultural or regional influences and potential competition also need to be considered when developing a spa concept.
SM: How should a spa operator go about attracting and recruiting staff?
In a 21st century spa it is always best to have staff on salary rather than on a private-contractor basis.
It is better for the operator, as they have more control over the service standards and protocol deliveries, and it is better for the staff because they can depend on a steady salary. Commissioning staff is also a very important aspect to having a spa perform well; without retail sales, spas in most areas of the world with high labour costs will not do well. For my clients, I almost always recommend a high commission for retail sales which motivates the staff to sell.
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SM: What kind of set-up should an establishment seek to implement regarding staff training?
It is important for those who are unfamiliar with the spa industry to understand that whereas many other industries have international standards and benchmarks, the spa industry does not — from country to country, region to region, the regulations (if there are any) can change dramatically. Because of this, you cannot just expect to immediately find staff who are ready and prepared to serve your clientele in the correct manner.
This is why in-depth staff training is so vital; I see so many people get into trouble when they develop spas and assume that firstly they will be able to find staff and secondly that those staff will be able to deliver.
Those looking to develop spas must incorporate a line item in their budget for staff training. This does not mean a one- or two-day training seminar on product knowledge delivered by a cosmetic company, but two to four weeks of hands-on training on all aspects of spa operations.
TOP TIPS FOR SPA DEVELOPMENT
• Think outside the box
• Do not copy others
• Study your market/markets
• Hire a qualified spa consultant
• In-depth staff training is vital
• Avoid female-centric brands
• Steer clear of architects with no spa experience
• Harmonise your concept with your mission statement
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Dec 8, 2009 , Spanish North Africa
espero todo vaya bien, un abrazo