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Global research firm Euromonitor International predicts a potential growth from last year’ s 170 to 250 operational spas in Malaysia this year. With this comes the challenge of continued public education of what a genuine spa is and regulations that would prevent unscrupulous and shady operators from tarnishing Malaysia’ s spa industry. than 15 percent of our guests were male, significantly low compared to our 40 percent male client base today,” she says.“ They may have first stepped in the spa with their partners; today, they come on their own!”
Despite low foot traffic in the beginning, the day spa has managed to tap the mall’ s growing customers throughout its years of operations.“ We are located in an intimate, neighborhood mall located in the‘ embassy row’ and‘ old money’ neighborhood— exactly our target clients. Because of this, we get a good base of regular customers from those who work and live in the area, in addition to a steady flow of mall shoppers,” she says.
The downside of being a mall-based day spa, however, is the outside noise especially during special promotional activities. But because the spa is located on the highest retail floor and designed where relaxation and treatment rooms are strategically tucked in the interior part of the spa, noise levels are often manageable.
“ Another disadvantage of being a mallbased spa is rental increments that can build up fast. Fortunately for us, we are considered an‘ anchor tenant’ and the mall management recognizes that we are a necessary‘ amenity’ for mall-goers and that the quality of our patrons boosts the quality of their shoppers,” says Suleiman, adding that they also have the business foresight to negotiate“ ceilings and caps” in lease agreements to ensure that the spa remain profitable.
A SHIFT IN MALAYSIAN CONSUMER ATTITUDE Suleiman notices a shift of consciousness towards wellness among today’ s Malaysian spa-goers as many of them explore Pilates, acupuncture and reiki therapies.“ Although most of our clients still advocate the pampering aspect of spa, they now slowly realize that we are here for their wellness,” she says.
Another change impacting consumer preference is today’ s so-called“ new marketing.”“ There has been a surge of new methods to promote one’ s business, with most of them either online or social marketing,” she says, adding that Google and Facebook have helped them streamline their marketing efforts to specifically attract their target market.
“ Another online marketing method which we find highly effective is beauty blogging. We had great responses from readers who trust the experiences of popular bloggers,” she says. Roughly 15 percent of the spa’ s annual marketing budget goes to online marketing, which includes e-mail blasts and treatment freebies to bloggers in exchange for online publicity.
SHORTAGE OF SKILL What remains a challenge though, not only for Energy Day Spa but for Malaysia’ s spa industry as a whole, is the shortage of skilled staff and therapists. In fact, according to Malaysia’ s ETP
16 PULSE ■ January / February 2011