World Spa & Wellness Convention: longevity, learnings and leadership

Members of the global spa community met to discuss key themes for the wellness industry last week at London’s ExCel.

The World Spa & Wellness Convention saw delegates discussing the future of hospitality, incorporating AI into spa businesses and the growing role of longevity within spas and wellness centres.

Thought-provoking presentations addressed what wellness really is, music as a transformative tool, the merits of showing vulnerability in leadership and winning retail strategies.

“The convention allowed the industry to get up close and ask questions of the people who shape the sector, from executives of large groups to those who run niche spas,” said Mark Moloney, managing director at Professional Beauty Group.

Kicking off the sessions, Ghislain Waeyaert, SVP global development at BBSpa asked delegates to consider if spa guests truly understand the nuanced meaning of the term wellness and the ever more complex offerings being presented to them.

“The main reason people come to spas remains indulgence,” he said. “This is our base, our roots. Our main objective should always be to ensure the spas we create service this need.”

In contrast Cedric Betis, advisor to Dubai Government Entities and member of the Dubai Future Council on Health and Wellbeing, argued the time has come for a focus on diagnostics.

“Spas are not fluffy anymore,” he said. “People want pragmatic, efficient solutions, and personalisation.”

The longevity conundrum

A key theme running through the event was the huge surge in interest in longevity-focused offerings, and how to offer these services well, and with integrity.

Six Senses wellness pioneer and founder of V Social, Anna Bjurstam, said: “Demand for longevity is not going to stop, so what are we going to do?

“Wellness is not longevity; it’s very important to know the difference. A three-day retreat is not going to improve life or health span. Our offers must be about giving people the tools so they can continue what we begin at home.

“Invest in experts on location to help guests wade through the options; this chaotic jungle of longevity information is overwhelming for the consumer.”

Are you well?

Oliver Patrick, co-founder of Future Practice and clinical director of Pillar Wellbeing believes one simple question lies at the root of longevity programming: are you well?

“The marketplace is huge and it’s spawning innovation. People want answers, but they’re confused about what will give them those answers,” he said.

“Longevity is wellbeing, it’s rehab, it’s performance, it’s dying healthy, but most of all it’s the actions we take now. To make old age a success, we need to start young.”

The role of spa in hospitality

Spa’s role within the wider hospitality market was a key theme for the conference.

John P. Rees, senior VP of hotel operations at Hard Rock Hotels shared figures showing how effective purposeful, impactful wellness can be for the bottom line.

“A really compelling spa can drive 10% on REVPAR and 5-6% on occupancy,” he said.

Hard Rock Hotels are using music as a transformative tool in its Rock Spas, with a spa journey devised around sound and the creation of the Rhythm & Motion signature treatment, where sound waves are synced with massage techniques.

“Music infused treatments see 35% higher retention rates and increasing upselling by 25%,” said Rees.

Hard Rock Hotels generated up to $500,000 per treatment room in some of its resorts last year, outpacing industry benchmarks and proving the model works.

Simon Casson, CEO at Corinthia Hotels argued that wellness is now integrated in every facet of hospitality, way beyond the spa, from quality sleep to culinary offerings. “Wellness is part of the economic viability of hotels today,” he said.

If your hotel’s C-suite is less on board with the value of spa, Louise Moore, director of spa operations and development for Hilton Group, said: “Think about your GM’s objectives, make sure you’re aligned, be clear, concise and use the right language.

Patrick Huey, director of operations global wellbeing at Hyatt agreed many GMs do not speak the ‘language of spa’.

“They are driven by hotel room nights and profitability and net promoter scores,” he said.

“Your way in is to show how spa drives value, how much it brings in TREVPAR, how it drives profit and guest satisfaction and repeat bookings. Do nothing without being able to measure its value.”

On Sunday night of the show – March 2 – the World Spa & Wellness Awards took place at the Brewery London.

The awards recognise and celebrate the best spa and wellness operations around the world.

A full list of winners can be found here.

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