Destination Rejuvenation
Spa Manager delves into the exclusive world of the destination spa to find out what makes for a successful offering and how much the concept really does differ from the resort spa
Different to the standard spas found in hotel complexes and malls across the Middle East, destination spas offer more intensive services to clients looking for serenity.
SpaFinder.com defines destination spas as “establishments that focus exclusively on lifestyle improvement, health enhancement and self-renewal in the company of like-minded people”.
SpaFinder.com president Susie Ellis simplifies that description by defining destination spas as “pure spas that have the core elements of a spa experience”.
Anupam Dasgupta, general manager of the destination spa Ananda in the Himalayas, says that destination spas are designed to offer guests the opportunity to rejuvenate and “connect back with themselves”.
“Destination spas offer very peaceful environments where all guests staying come with a common cause — wellness and total wellbeing,” he explains.
SpaFinder.com’s Ellis comments: “One thing all destination spas have in common is that everyone who is there has come for the spa experience; this common purpose differs from a resort or hotel spa where there would be other guests who might not be engaging in the spa or only partaking in parts of it.”
Ellis claims this variety of spa is popular with guests because of assured results.
“The temptation to overeat or eat unhealthy food is eliminated and participation in activities is the norm,” she says.
“Guests at destination spas almost always feel better after their visit and they are often in beautiful settings with a great deal of nature and landscape elements — the setting is inspiring and also serves to help with stress reduction.”
Ana Maria Tavares, general manager of Six Senses Destination Spa, Phuket and managing director of Six Senses Destination Spas, asserts that the destination spa offering has become an increasingly important consideration for discerning travellers.
Those that utilise the facilities of a destination spa are, in Tavares’ opinion, aiming to enhance their health on four levels — physically, emotionally, mentally and spiritually.
Differences and specialities
Ananda’s Dasgupta notes that the differences between a destination spa and a resort spa are well defined.
“By definition a destination spa is wellness oriented and attracts the spa goer who has a wellness goal,” he explains.
“Destination spas essentially operate with a code of wellness and tend to be located in remote locations, thereby offering seclusion.
“The services are focused around the general concepts of relaxation, peace and rejuvenation,” he adds.
Dasgupta points out that the focus of a resort spa is entirely different, explaining that the spa is often no more than a major service that is offered.
“Destination spas focus on results-driven packages,” he remarks. “Therefore, the length of stay is often longer than that of a resort spa.”
Six Senses’ Tavares asserts that the services offered at a destination spa are designed to support the guest’s goal, whether it is an increase in fitness, weight loss, cleansing, detox or a general recharge.
“The integrated services are derived from the gatekeeping function of integrative health consultants who guide each guest individually towards finding the best suitable plan while at the spa,” explains Tavares.
“In the long-term it is about finding the inspiration to take home and implement a health programme into one’s daily routine.”
SpaFinder.com’s Ellis asserts that one of the major benefits a destination spa has over a resort spa is the staff/guest relationship.
Ellis states: “At a destination spa, the staff generally get to know the client much better than staff at a resort spa.
“Destination spas often require clients to fill out medical histories and communicate goals; therefore the staff are more attuned to what the client wants to accomplish and can design a tailor-made programme.”
She adds that a client’s special needs, whether physical limitations or diet preferences, can also be taken into consideration.
“At a destination spa, a therapist or practitioner may see the same client several times during their stay and there is potential to build on prior knowledge, which should improve the effectiveness of treatments.”
Path to success
Building a successful destination spa operation takes more than simply finding an idyllic location, say the experts.
SpaFinder.com’s Ellis observes: “I have visited destination spas on the beach, in the mountains, in the desert and even in an urban environment.
“It is possible to create a destination spa experience in almost any location; however, I think that being able to provide a serene and relaxing environment in a place of beauty and surrounded by nature is ideal.”
Ananda’s Dasgupta remarks: “A destination spa has to be in a relevant destination, ideally a little isolated from the everyday chaos and routine; they do not need to be exclusive or aspirational, however many have developed that way.”
Dasgupta claims that a high repeat guest ratio acts as testimony to the quality of a destination spa; he notes that the repeat guest ratio at Ananda in the Himalayas currently stands at 40%, representative of what he calls a “guest list of international spa goers”.
“A well designed destination spa provides the feeling of tranquillity, whether there are 10 guests or 100,” he comments.
SpaFinder.com’s Ellis advises: “It seems that destination spas that offer shorter minimum stays, have a variety of offerings and are not too strict with their regimes fair the best.
“The best destination spas have a sense of place and fit in with their surroundings in a very positive way,” she adds. “Attention is paid to the history of the place in terms of concept development, materials and programming.”
Moving into the Middle East
SpaFinder.com’s Ellis believes that despite the low number of “true” destination spa offerings in the Middle East, the region has the potential to become a hub for this specialist industry sector.
Ellis notes: “The Middle East would be a great location to create and build a truly special destination spa and some of the most successful and famous destination spas such as Thailand’s Chiva Som or Austria’s Lanserhof could serve as models.”
Six Senses’ Tavares believes the concept of the destination spa can work in any country and the Middle East could yet become a key market for this sector of the industry.
“The Middle East already has some of the best spas I have seen that are at a very high international level,” she remarks.
“Bringing a destination spa to this region would be perfect and complete what is there already —what the region lacks, however, is the complete integrated wellness services that encourage people to change and adjust their lifestyle to become more aware of how much they can do to prevent some of the diseases that now prevail in this region, such as obesity.”
Ananda’s Dasgupta echoes Tavares’ sentiment and says destination spas are the way forward for spa visitors afflicted by the stresses of modern life.
“The Middle East has breathtaking destinations that would suit destination spas,” notes Dasgupta.
“Given the exponential growth witnessed in recent years, residents will need to recharge their batteries from time to time and that’s where a destination spa would come into play.”