THE GLOBAL CONSUMER
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Snapshots of Consumer Preference
Because of the increasing demand for Western practices especially among its predominantly international guests( comprising 70 percent of the spas’ guest demographic), Hays claims Oberoi Spas consciously creates an extensive menu that covers a range of holistic, non-clinical therapies, massages and beauty treatments incorporating ancient Ayurvedic principles, aromatherapy and Western techniques.
Oberoi Spas’ therapies, she adds, are rooted in traditional Asian wellness and beauty philosophies, yet with a global influence.“ Inspired by ancient Indian traditions of health and healing that has evolved for over 5,000 years, the Indian traditional treatments, like Ayurveda, are often the most preferred by international guests while well-known international influences are favored more by [ local ] guests,” she says, further stating that, on average, their spa guests spend around 4,500 INR($ 100) for an hour of therapy.
The product selection at the spas also reflects this fusion of influences.“ While the Indian consumers patronize imported brands, they do have a liking for traditional Ayurvedic products which is why we carry two luxurious Ayurveda lines manufactured in India, Forest Essentials and KAMA, specifically for our Ayurveda treatments. Additionally, a luxury line from Hungary, Omorovicza, is used for the international therapies.”
When it comes to product brands, spa-goers’ preference seem to differ depending on perceptions toward brand luxury or sustainability. While the Chinese market leans more towards imported brands as they easily associate
Increased overseas travel, according to Oberoi Spas ' Christine Hays, has led to Indian guests looking for similar experiences in India.
anything imported as better in quality and high-end, providing the status symbol they consciously seek for, the Greek spa-goers advocate home-grown ingredients and products.“ The Greek consumer is unique in a sense that he / she likes to use local products with ingredients like oil, yogurt, honey and [ the Greek liquer called ] ouzo,” says Thraki Palace Thalasso & Wellness Spa’ s Spa Manager Stavros Mavridis.
He says most Greek spa-goers associate the word“ spa” immediately to“ massage” which is Thraki Palace Thalasso’ s most popular treatment and accounts for 40 percent of its treatment requests. It was only in the last two years in Greece’ s major cities, Stavros says, that a Greek spa-goer’ s definition of a spa expanded to other treatments like exercise, diet, hydrotherapy, among others.“ We are in the early stages [ of development ] wherein consumers are still exploring the word“ spa” and all of its meanings,” he says.
Economy Shaping Consumer Attitude
One key factor he sees shaping consumer attitude is the global economy itself. According to a recently released report by Intelligent Spas, the Greek spa market, despite experiencing overall growth in revenue between 2008 and 2010, is expected to see tough business times ahead as spa visitor numbers are predicted to fall in 2011.“ So far, there is a decrease of spa visits by around seven percent this year,” Stavros reports.“ The economic crisis is certainly affecting the way consumers prioritize their needs.”
The American market, according to McCarthy, has also cut some spending in general, especially when it comes to travel, but doesn’ t think that consumers are cutting spa expenses out.“ There’ s definitely more pressure on the market to spend less, but I don’ t think there’ s a huge drop in spa as a luxury indulgence, at least not in the hotel space,” he says. A big trend in the North American
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36 PULSE ■ October 2011