THE GLOBAL CONSUMER
(CONTINUED FROM PAGE 36)
market is discounting through deal-a-day
Web sites. “I have a mix view on
discounting. I think discounting in
general can be a strategy that can be
employed at the right time, right way
and right place. However, deep discounting sites in particular should be
approached strategically; otherwise, the
industry risks devaluing its services,”
he explains.
And while strengthening a brand
during tough economic times is critical
to winning consumer loyalty, he argues
that branding alone is not enough. “Our
strength has been our strong portfolio of
brands. However, these brands are only
as good as their ability to help us create
Despite a seven percent drop of spa visits this
year in Greece's spa industry, Stavros Mavridis of
Thraki Palace Thalasso & Wellness Spa says the
Greek spa consumers continue to explore and
expand their definition of "spa."
deep connections with our customer,”
he says.
Rising Expectations
Today’s consumers demand the highest
levels of service from the spa industry,
from the quality of treatments, the level
of guest service down to the best value
for their money.
“What we found out through our customer analysis research is that guests rate
a hotel higher when they had the chance
to experience its spa,” McCarthy says.
“There is what we call the ‘halo effect’
from the spa to the rest of the property.
Hays of Oberoi Spas says consumers
have a set of parameters when determining the value or worth of a spa
experience. “Consumers’ parameters
include value for money, excellent
service, consistent performance, guest
recognition and hygienic environment.”
She says the Indian spa-goers also
expect experiences customized to their
personal needs and desires. “Towards
this, many of the newer Indian spas are
themed and designed around Indian
history, astrology and values, and offer
incredible immersive spa experiences
dedicated to indigenous culture, myth,
materials and design,” she says.
(CONTINUED ON PAGE 40)
Among the major
challenges Christine Hays
of Oberoi Spas see the spa
industry in India will face
in the coming years
include:
● A largely unregulated sector that
does not have any governing body
to set standards and norms for the
industry.
● Lack of any authorized body to
provide accreditation for spas.
● Absence of accredited training
institutes to provide certification
for therapists. As per a
Confederation of Indian Industry
(CII) report, India needs 20,000
trained therapists. There are only
1,000 trained therapists in India to
fill the demand of 3,000 day spas
and 1,200 resort spas.
● Lack of uniformity in traditional
treatments and practices.
38 PULSE
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October 2011
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