Spa hotel. Philosophy. Management. Massage

Author: Inna Isakova, rehabilitator, massage therapist of medical cosmetology “Anchor”, winner of the First Open Championship of the Western Region in classical and spa massage, winner of the V Open Championship of Ukraine in classical and spa massage (Ukraine, Kiev)

Source: KOSMETIK international journal, No. 4 (58) / 2014, pp. 102-107

When was the last time you watched a sunset, watched the fiery red circle of the sun gradually diminish, and felt the coolness of the night replace the heat of a summer day? Can you remember the sound of the recent rain, this music performed by the drops?.. Were they large or small? Was the rain cool or warm? Hardly! Every day, month, year we don’t pay attention to all this, as if we had forgotten how to feel beauty. Progress has brought physical inactivity and related diseases into our lives and has taken away our freedom of movement and sensation. We can endlessly list all the sensations that we miss by using our body as a vehicle that simply has to take us to the right place at the right time. What sensations and joys can we talk about if we hardly feel our body - the main and only conductor of all the feelings and joys of life!

There are not many places in our world where we can remember that we exist not only on social networks or payrolls, that we are not office positions or bank card PIN codes. One of these places is a spa and, as a special case, hotel spas.

Hotel spa philosophy

Spa is a set of techniques, technologies and procedures for restoring human health, beauty and energy by influencing all six senses: vision (color and light), hearing (silence or carefully selected music), smell (a competent combination of aromas, smells or their complete absence), touch (cold - warm - hot - smooth - rough - spicy), taste (for gourmets), intuition or subconscious (feeling at the level of “like - dislike”, “comfortable - uncomfortable”).

If we move from lyrics to physics, then spa is a technique of compositional wave influence (after all, light and colors, sounds, smells and aromas are all wave phenomena of various frequencies and amplitudes) with the aim of correcting the natural frequency of the human body to the optimal one (the innate frequency of the human body – 7–8 Hz, natural frequency of planet Earth).

Management

It is necessary to develop a marketing strategy and build a competent concept based on the deep philosophical essence of the spa, as well as the specifics of the spa enterprise itself.

A spa hotel is not square meters and not a specific type or, especially, brand of equipment, it is a complex that affects all six human senses. A spa hotel is not a hotel and a spa area (as many people believe), but a place for a comfortable stay, recovery, recuperation and creation of positive emotions. Everything influences here: vision - the interior and the view from the window; by ear - carefully selected sound compositions, including silence; for the sense of smell – smells and aromas; for touch - comfortable temperature conditions and atmosphere (air composition), materials used in construction and decoration, furniture (beds and mattresses on which a person spends a third of his time); tastes like a perfectly balanced kitchen, using the “correct” water (hotel restaurants necessarily follow the principles of the “science of life”, the “correct” water flows from the taps in the rooms, the same one used in hydrotherapy procedures; if the hotel does not have its own natural source, the water undergoes special training and processing); on intuition - from the moment you first look at the photograph or presentation of the hotel, you will feel a feeling of security and comfort that will accompany you throughout the entire spa tour and remain a warm memory for a long, long time after returning home. And of course, aesthetic care and procedures for the face and body stand apart as an applied area, which is often understood as a spa (or is passed off as one).

The concept of any spa hotel is based on uniqueness: the uniqueness of the atmosphere, the uniqueness of the methods of relaxation and wellness, the uniqueness of the spa hotel itself. All this allows a modern person, who has driven himself into the race for material pseudo-values, to switch off and get enough of the energy of the outside world, which, amid such grace, willingly “flows” into vacationers. This fact substantiates the opinion of many spa marketing specialists, who emphasize that, contrary to popular belief, the investment in a spa hotel is not so significant compared to the intellectual costs of proper organization. A commercially successful spa hotel project is impossible without bright personalities and non-standard solutions and approaches.

As for the pricing policy at a spa hotel, it is unreasonable for guests to expect prices below the premium level. The payback of such a project (the most interesting thing for investors) is long-term: the price level and the very philosophy of complete peace and relaxation cannot allow a high workload of the enterprise - up to 50% on average; Raising the load above 70% is generally contraindicated in order to avoid queues and anti-advertising! The concept of a spa hotel implies a VIP vacation, and its implementation must be clear, consistent and rigorous.

Now analyze: which of the hotels with the postscript “spa” in which you vacationed can be considered such according to the rules and standards?
Most often we relax in hotels with spa areas (but these are not spa hotels at all). They can be divided, regardless of their star rating, into several types:

• day-spa – in city business hotels;
• club-spa – in country hotels;
• spa-resort – resort hotel.

Accordingly, management marketing for each type of these enterprises is specific.

We have indicated the possible types of spa businesses in hotels and inns. It is not difficult to characterize the services that will be relevant in each establishment. Thus, the spa menu of the enterprise will depend on the type of establishment and the category of the bulk of visitors (young people-innovators or representatives of the older generation; Europeans who prefer softer health care procedures, or “ours”, for whom “painless” massage and not massage at all).

Spa hotel

Guests are given a choice of the following spa areas: Ayurveda, the Swedish system, Thai techniques, etc. The list of various recreation and wellness services is as complete as possible: many types of massages and facial treatments, all kinds of wraps and scrubs, inhalation rooms, eucalyptus steam rooms , saunas and steam baths, relaxation rooms with a fireplace, herbal baths, oil treatments, jacuzzi, swimming pools, classes for yoga, meditation, courses on cooking “healthy” food, fitness classes, water sports, tennis and much, much more.

Based on the definition, opening a full-fledged spa hotel in large cities is not optimal: unseemly landscape outside the window, unfavorable ecology, noise, vanity. And it’s unlikely that a resident of a metropolis will want to spend a vacation in the city.
People don’t go to a spa hotel for a day or two, so they widely offer comprehensive wellness programs designed for 7–21 days. Vacationers also have the opportunity to create their own individual program by consulting a hotel doctor. The spa area of such an enterprise can be organized using both manual and hardware procedures, but more often it is complex. When developing a spa concept, special attention is paid to the multifunctionality of furniture, since this allows you to both save space and quickly reorient it depending on the need.

Particularly popular among vacationers are wellness massages (Russian or Swedish) and relaxation programs (usually lasting 2–5 hours). The procedures are complex, maximally consistent with the philosophy of rest and recovery, and can represent entire ceremonies. At the spa hotel, visitors have the opportunity to experience the beneficial effects of a variety of spa technologies that harmoniously fit into the overall concept of the enterprise. Among them are balneotherapy, hydrotherapy, aromatherapy, stone therapy, music therapy, thalassotherapy, chromotherapy, heliotherapy, cryo/thermotherapy, ozokerite therapy, paraffin therapy, Ayurveda. Exotic body and facial treatments are a must on the spa menu: aquameditation and floating, snow rooms, Kneipp therapy, wine therapy, gourmet therapy (procedures using chocolate, coffee and even truffles). After all, the main task of a spa hotel is to surprise the guest and distract him from everyday worries and worries.

Floating. In the 20th century, sensory deprivation techniques began to be used in the US aerospace industry (deprivation is a state of the human body that occurs as a result of long-term isolation of its sensory organs from external influences). This method made it possible to quickly restore the body and bring a person into a vigorous, healthy state. John Lilly developed a method of working with consciousness adapted for the average modern person - floating - and strengthened it with the help of current technical capabilities. Currently, float systems (“float”, from the English float - “float on the surface”) are innovative relaxation systems that affect (or rather, remove external influences) on various human senses. They allow you to achieve a level of relaxation that is almost impossible in the hustle and bustle of our daily lives. The floating session takes place in the most comfortable conditions: the water temperature is equal to body temperature, there is no load on the spinal column and all muscle groups. Not receiving signals from external stimuli, the vestibular apparatus does not feel the need to maintain balance or correct body position, so it “turns off” for a while. The released energy during floating goes to the internal needs of the body: fighting diseases, regeneration, accumulation of strength.

Aquameditation. This could be meditation using a floating session, meditation with concentration on the flow of water (waterfall, fountain, stream systems are installed in hotel spa areas).

Kneipp therapy. The healing method of Sebastian Kneipp, a German priest, dates back to the 19th century and is a combination of five main therapies: hydrotherapy, herbal medicine, movement therapy (kinesitherapy), dietetics and psychosomatic treatment. The method is based on alternating the effects of warm and cold water, which increases alertness and activates the body’s immune functions. The original Kneipp path is a groove (corridor) lined with river stones, on both sides of which there are built-in shower systems (spray, cascade) of contrasting temperatures, heating (up to 28–30 ˚С) and cooling (up to 12 ˚С) stones. All this produces a double healing effect - reflexology and contrast thermotherapy.

Gourmet therapy. Chocolate therapy is a procedure for exposure to chocolate and cocoa bean products. The aroma of chocolate eliminates fatigue, restores emotional balance, a sense of calm and inner warmth. Cocoa beans are the richest source of biologically active substances (vitamins B1, B2, PP, provitamin A), microelements (magnesium, potassium, sodium, iron, calcium, theobromine, vegetable proteins). Thanks to chocolate therapy procedures (baths, scrubbing, wrapping, peeling, etc.), a slender silhouette is formed, the appearance of cellulite disappears, the skin becomes smooth, silky, toned and elastic. The caffeine contained in chocolate activates metabolic processes.

Truffle therapy. The discovery of the unique rejuvenating properties of truffles is an absolute breakthrough in cosmetology. With the help of truffle cosmetics, you can prevent premature aging of the skin, reduce the appearance of expression lines and age-related wrinkles, restore skin tone and elasticity, healthy color and radiant appearance. The cosmetics contain extracts of two types of truffles - white and black. Accordingly, white truffle allows you to fight all types of pigmentation, and black truffle starts the processes of natural renewal and rejuvenation of the skin.

Wine therapy. Wine in Ancient Greece and Rome was widely used in facial and body skin care procedures: wine and grape marc were added to baths to soften the skin and prevent it from aging; crushed grape seeds were mixed with honey and used as a peeling. In the 19th century, noble ladies washed their faces, and the wealthiest bathed in wine, preferring, of course, champagne. In 1994, scientists discovered a large number of active substances in wine and other wine products - polyphenols, which have a unique ability to bind free radicals, which are one of the main causes of aging of the body. In addition, grapes are rich in glucose, fructose, vitamins C, A, E, B1, B2, B5, B6, B9, P, PP, essential amino acids and microelements for the body. The famous ORS extract, called the “hormone of youth,” is produced from grape seeds. Today, grape derivatives are widely used in wine therapy, and the procedures themselves are somewhat reminiscent of thalassotherapy, only instead of sea water, grape extracts, grape skins and seeds are used.

Spa hotels additionally offer a wide range of related health and entertainment activities.

Day-spa

In city business hotels, it is advisable to focus on express procedures, such as therapeutic and restorative massage of the back, cervical-collar area, massage-drainage of the arms and legs, and general massage. Thoughtful relaxation programs should also be present in the spa menu, but they are less in demand. The so-called business massage may also become popular among hotel guests.

Business massage is a short-term massage aimed at relieving local spasms and general toning of the body; Perfectly restores after a flight or a busy day, perfectly prepares for an important meeting or presentation. It is performed without oil, so as not to stain business clothes and hair; widely used in European and American hotels, found in Russia, Belarus, and the Baltic countries.

A logical addition to a spa in a city hotel is a wellness area, which is popular among those who care about staying in shape. Of course, a premium class urban day-spa is unthinkable without a beauty zone, where guests are offered image services: hairdressing, manicure, pedicure, etc., because before an important business meeting or after spa treatments, the guest needs to get himself in order, and First of all, this concerns the hairstyle. The concept of a complete and comprehensive offer for the client requires the presence of these popular, in-demand and economically feasible services.

Club-spa

Country hotels offer mostly long-lasting, comprehensive spa treatments. Here, vacationers can spend more than one hour or even a whole weekend, enjoying well-thought-out procedures for rest and recovery.

Spa resort

This is a resort hotel, the distinctive feature of which is the presence of its own natural health factors (climate, healing springs, etc.). Here, medical procedures based on the use of natural resources, carried out under the supervision of a doctor, must be offered. Spa care programs can perfectly complement wellness programs.

Managers pay special attention to the choice of cosmetics used in procedures: they must clearly correspond to the general philosophy of the spa, the level of the establishment and the direction of the techniques being practiced. For example, in the spa area of the five-star Radisson Blu Hotel in Batumi, Anne Semonin cosmetics are used (the famous French brand, the founder of the idea of “beauty created to measure”, developer of anti-aging therapy technologies), in the beauty salons of the global Hyatt hotel chain (Ararat Park Hyatt Moscow , Hyatt Regency Kiev) procedures are carried out using cosmetics from the famous Spanish house Natura Bisse.

As a rule, the selected cosmetic brand is standard for all branches of a single hotel chain. On the one hand, this has many advantages: organizational issues are simplified (“entered” a new country, built a building, everything else has already been adjusted), and regular clients “on a familiar basis” feel comfortable (and therefore safe) in any country peace. But, in my opinion, this standardization also has significant drawbacks: each country in which a hotel office opens is unique in its culture and cuisine; each state has its own unique traditions of caring for the body, face and soul. For example, Georgia is famous for its national cuisine, but at the same Radisson Blu Hotel only European and Thai (for some reason) cuisine is presented. As for the spa, specialists work using cosmetics from a French brand, but the residents of Georgia are masters in using spices, so why not diversify the standard list of spa services with unique programs based on spice compositions?

Managers may argue that among the hotel guests there are many older Europeans who prefer consistency. However, today young people also actively travel and enjoy studying the national culture, customs and traditions of the host country. Here, spa managers need to focus on the predominant contingent of vacationers, although in a spa hotel, as we already know, the wishes of each guest must be predicted and taken into account. There is another compelling argument against standards: competition! As a rule, in resort cities the density of hotels per square kilometer is quite high. And how will you attract vacationers, how will you surprise them, gentlemen, conservative managers? After all, one of the most important laws of marketing – “stand out or die” – has not been canceled. This is how even famous five-star giants can become hostage to self-invented standards.

conclusions

The observed trend, despite the crisis, to increase the general level of well-being of society and culture, self-care against the backdrop of poor ecology and growing stress, familiarity with world resorts - all this undoubtedly leads to the popularity of spas. Luxury hotels in expensive resorts, city hotels, and countryside tourist complexes are already unthinkable without recreation and recovery areas.

The presence of a spa complex at the hotel guarantees owners:

• loyalty of existing clientele and increasing the percentage of repeat visits;
• Attraction of new clients;
• the spa complex is an additional point of profitability and, with a properly developed concept, helps the hotel in the off-season, serving the local clientele;
• increasing the profitability of the hotel as a whole (increasing the “star rating”, the possibility of raising prices for rooms, increasing the percentage of room occupancy).

And for vacationers and guests, visiting a well-designed spa on site is a great way to relax and improve your health.