member profile
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Aside from regular visits from international tourists, a key factor to the spa's profitability is its strong local market appeal, being Rotorua's only 4.5 star resort.
Despite these challenges and a
bumpy economy, Wai Ora Lakeside
Resort & Spa’s revenue is coming in at
approximately NZ$1.5 million (US$1.2
million) annually, and Hughes sees this
doubling over the next 24 months as
economies are expected to recover and
the Wai Ora Spa continues to gain traction in the marketplace.
According to Hughes, they are able
to run a profitable operation even at 28
percent room occupancy because they
are able to drive guests to spend on
other amenities, including the spa.
A key factor to Wai Ora Lakeside
Resort & Spa’s profitability is its strong
local appeal, being Rotorua’s only 4.5
star resort. Plus, recognitions like “9th
Best Spa in the South Pacific” by
TripAdvisor and “Best Luxury Mineral
Spring Spa” by the World Luxury Hotel
Awards has helped position the spa as a
leader in Rotorua’s local spa scene.
“Most of our guests find us through
the Internet so that’s what we use to
respond quickly to market conditions.
For example, when we realized we only
had two room nights booked over the
18 PULSE
■
March/April 2012
last Labor Day weekend, we made a
‘lost-leader’ offer through Grabone (New
Zealand’s equivalent to Groupon). The
result was 47 discounted room nights
which filled our spa and restaurant and
more than made up for the lost room
revenue,” says Sunisa.
To ensure consistency of their quality
of service, Hughes carefully looks into
staff training. Training is conducted at
least once every six months and is multidimensional in nature, involving an
understanding of the Maori history and
culture, product science and technical
applications. As the only spa sanctioned
by Maori elders (Ko Matna) to offer Miri
Miri, an authentic Maori massage therapy,
Wai Ora staff are further trained in this
traditional healing practice.
Future Plans
There are a lot in store for Wai Ora Spa’s
future—from a new product development to expansion plans for Hell’s Gate
as well as penetrating the Asian markets
like Thailand, Russia and China. Despite
all of these on his plate, Hughes does
not advertise for partnerships or distribu-
tion needs. Instead, his business strategy is simple: Work at his own pace, in
his own way and move when the market
is right. ■
ABOUT THE SPA
Spa type: Destination Spa
Open: Hell’s Gate Wai Ora Health
& Wellness Center (2000)
Wai Ora Lakeside Spa Resort (2008)
Unique selling point: One-of-a-kind,
multi-level, cultural spa experience
Percentage spent on marketing/public
relations: 15% of gross revenues
Product lines used: Alite, derived from
thermal and New Zealand natural products
Number of full-time staff: 28 (Hell’s
Gate) and 24 (Wai Ora Lakeside)
Method of staff compensation: Salary,
based on experience
Signature treatment: Mud baths, mineral
bath soak, Miri Miri massage
Contact information:
Wai Ora Spa
77 Robinson Avenue
Holdens Bay, Rotorua, New Zealand
+64.7.343.5100
Website: hellsgate.co.nz