HOT SPRINGS TOUR

My trip to Japan earlier this year, along with two other client projects, a couple of random meetings and then an invitation to Peninsula Hot Springs for the launch of Synthesis skincare, have all drawn me into the world of thermal bathing and hot springs. Therefore in following this new path of discovery I decided to join the Global Thermal Think Tank, which was a tour of 4 hot springs resorts in the USA right before the Global Wellness Summit.

Meeting with 20 other hot spring resort owners, developers, suppliers and enthusiasts we began our tour, with a two night stay at Glen Ivy Hot Springs in California. This resort offers a variety of bathing pools, a grotto, mud bath, cold plunge pool, magnesium pool, sauna, steam room and day spa with a menu of assorted treatments and therapies. A well stocked retail store, cafe, restaurant, yoga deck and labyrinth also add to the properties experiences.

The itinerary for this tour included free time to soak in the pools and explore the various facilities and activities. Glen Ivy management organised delicious health fulfilling meals and I had the opportunity to meet my co-travellers and learn of their interest and connection to this industry. In addition we had group forums, presentations and lectures in the schedule.  

Our next two day stay was at Two Bunch Palms, an oasis in the middle of the Californian desert which is quite literally named after the two bunches of palms that sit in the middle of this landscape and mark the hot springs. We were welcomed with an intention setting and smoking ceremony lead by the resident shaman, and then had time to soak and relax before meeting for dinner. The following day various presenters talked of the history, trends and progressions in the hot springs industry. 

Our final destination was two flights and a road trip away to Ojo Caliente located near Sante Fe, Mexico. Nestled in a valley on 1,100 acres, Ojo is deemed sacred by the Native Americans of Northern New Mexico. The legendary waters here have been soothing body, mind and spirit for centuries and are the only hot springs in the world with 4 unique, sulfer-free mineral waters. 

Throughout history, people have used thermal and mineral springs for bathing, healing, socializing, and spiritual reasons. Those traditions are the roots of today’s spa industry, and are finding a resurgence of interest as consumers increasingly seek authentic, natural, and place-based experiences.

There are over 26,000 establishments in 103 countries that have wellness, recreational, and therapeutic facilities and services built around thermal/mineral springs. Collectively, these establishments earned more than $50 billion in revenues in 2013. Only 6,500 of these establishments offer spa-related services such as massages and facials and because they earn much higher average revenues, thermal and mineral springs establishments that offer spa treatments account for nearly two-thirds of industry revenues.

Asia leads the world in thermal/mineral springs revenues at $26.7 billion, with the two main markets—Japan and China—accounting for 51% of global revenues. The Asian market is dominated by the thousands of onsen in Japan and the ongoing massive investments in hot springs resorts in China. The second largest region is Europe, estimated at $21.7 billion, with a mature industry of sanatoria, health resorts, and thermal stations that use thermal and mineral waters primarily for therapeutic, curative, and rehabilitative purposes. 

As the renewed interest in the special properties of thermal and mineral waters continues to pick up momentum, we expect to see a growing number of businesses built around springs in countries where the industry is less developed. In the well-established markets in Europe, many countries are refurbishing their facilities and modernizing their offerings to appeal to modern wellness consumers and travellers. 

I certainly now know that my preference from this point of discovery will to be have a combined hot springs and spa resort experience. Its just so fulfilling to have a connection to a life giving source of wellness whilst being outdoors in the sunshine or under the stars. And with the addition of a day spa ritual, there really isn't too much more one could want.  

HOW TO WRITE A PROMOTION

There is an art to creating the perfect promotion as per the formula below that will guarantee a higher capture rate of clients. So next time you are writing your monthly or weekly promotion follow these steps and watch your bookings roll in. 

HEADLINE - GREAT HEADLINE
The name of your business is not a headline. Put it down at the bottom. The headline must give an immediate and tangible benefit to the reader. And force the reader to keep reading. You will only get a click through on a newsletter if the heading attracts interest.

THE OFFER - A GREAT VALUE ADDED OFFER
Create a compelling offer ... Book a treatment now for just $$ and receive a FREE xxx plus go into the draw to win a dinner for two or one nights luxury accommodation or a $250 Gift Voucher.

Develop an offer that is compelling, that cannot be ignored, that must be responded to, that draws clients to you.

Create value added promotions that can’t be compared to competitors. Tell your prospect what that value is.

Discounting is a terrible strategy and trains your clients to expect discounts. It takes money right out of your pocket and is an unsustainable strategy. Add perceived value that costs you little or nothing to give away.

SCARCITY
Create scarcity. Some examples: This offer is only available this week, or to the first 200 customers, or at a certain price for a certain time, or we only have 27 of these packages, it’s first in best dressed, or only available for the first 19 bookings.

CALL TO ACTION
You need to tell people what to do e.g. Call Now!

TESTIMONIALS - RAVING REVIEWS
Use testimonials from your customers. These are much more impressive and persuasive. What your customers say is 10,000 times more believable.

GUARANTEE - YOUR PROMISE
Offer a strong Money Back Guarantee.

SUPERIORITY
Claim profound superiority e.g. We are the regions only 5 Star Destination Spa. 

AROMATHERAPY LOVE

Whenever anyone visits my home or office they always comment on how the space feels like a day spa. One of the reasons for this, apart from the decorative details, is the aromatic essential oils that infuse the room. 

The powerful and therapeutic benefits of aromatherapy essential oils have been used for self-care and medicinal practice for thousands of years. Aromatherapy is applied via inhalation (diffusers and directly from a bottle or on a tissue) and through the skin (via massage or bath soaks).

When essential oils are applied to the body they penetrate the skin via the hair follicles and are absorbed into the bloodstream, where they not only help to kill bacteria and viruses but also stimulate the body's immune system, thereby strengthening resistance to further attack.

Each essential oil has its own character and aroma, exhibiting a varying number of properties and benefits which are unique to itself. Some essential oils increase the circulation and help with the efficient elimination of toxins, others promote new cell growth and encourage the body's natural ability to heal itself.

The tiny molecules of essential oils are readily absorbed via the lungs and into the bloodstream when they are inhaled from a tissue, or a room a vaporizer, or bathwater. The aroma sends a signal directly to the Limbic System in the brain which is the centre of emotions and memory, which is why essential oils can help to lift depression, soothe stress and tension, induce sleep, calm nerves and generally encourage a better state of mind.

Massage is one of the best ways to enjoy aromatherapy because you not only receive the therapeutic properties of the essential oils, but you also get the wonderful benefits of the massage itself. The therapeutic action of the essential oils when brought together with the revitalising effects of massage stimulate all of the organs in the body, plus the skin, muscles, nerves and glands. The increased circulation of the blood and lymph flow also assists with the clearing away of body toxins.

It has long been understood that preventative measures go a very long way towards protecting the body against all types of illness. Therefore the relaxing and de-stressing influence of essential oils and massage, together with their effect on the immune system, places aromatherapy in the pre-eminent position as the finest preventative medicine.

THE STRESS LESS LIFE

As we power through the 21st century, it can sometimes feel as though we exist in a perpetual state of busyness. Often, with busyness, comes the inevitable... stress. Whether it’s the stress to perform well at work or in our studies, or to keep abreast of what’s happening in our lives. Generally at some point we may all experience the effects of stress.

When talk turns to stress, we immediately associate it with negative implications and something we should strive to avoid. In fact, we actually need a good dose of stress to get us moving, enticing us to move forward in our daily lives. However, there is a fine line between having enough stress to motivate without causing too much pressure. The key to good health and wellbeing is finding that very balance that enhances rather than incapacitates us.

Research suggests that at least one in four Australians experience moderate to severe levels of stress1. Think about how often you have heard friends and family say that they are stressed? You’ve probably said it a million times yourself. But what is stress?

Stress is a natural response to a challenging situation, which may be caused by what’s happening around us as well as the demands we place on ourselves. It causes the ‘fight or flight’ response in our bodies that enables us to react to the stressors in our lives. When most people talk about stress they primarily refer to emotional distress, which includes feelings of anger or irritability, anxiety and depression, which is attached to a whole range of physical and physiological responses such as muscular and digestive problems.

If not managed, a build up of stress can lead to health issues such headaches, muscular tension, sleeplessness and a heightened susceptibility to colds and flus. Left untreated, the strain on the body from the symptoms of stress can manifest into serious health conditions leading to heart disease, depression, diabetes, high blood pressure and anxiety disorder.

It’s not all doom and gloom, because when managed, stress can work for you. Every body reacts to stress differently, and while some may cope, others may struggle when confronted with the same issues. The key is in recognising your own limits and implementing strategies to keep you from crossing over that fine line to destress.

As spa and wellness professionals, its particularly important that we walk our talk and make a consistent habit of supporting our wellbeing so as to maintain a healthy level of calm. Here are some tips and reminders toward living a calm balanced lifestyle. 

Exercise - whether that’s a heart thumping run or a stroll along the beach or through the bush, whatever it is, get the body moving.

Sleep – it is recommended that adults need between seven and nine hours sleep a night to allow the body to repair and rejuvenate.

Eat well – fuelling up on nutritious wholefoods not only boosts the immune system, but also creates calm in a body that’s already functioning in a high state of arousal. 

Share your stress – talk about how you feel, if not to friends and family, to a qualified health professional.

Explore relaxation – regularly practice meditation, yoga, breathing techniques, tai chi or treat yourself to a spa treatment and time out from your daily routine.

Life is for living and the more present we can be, the more we can enjoy the magic of each moment and share the calm with friends, family and clients. 

OPERATIONAL EXCELLENCE

When it comes to operational excellence the 'devil is in the detail' and it's the touch points considered at every turn that transform the spa experience from good to great and beyond. There is no space or service that demands more attention to detail and optimal operational flow than a spa. A guest enters the space in anticipation of a beautiful spa journey, where we offer an escape from the world of busy, where there are fine-tuned service details with a difference and where they are met by a polished and personable spa therapist. Our ability to deliver on this expectation comes down to how well we planned the original spa design. And if we don't have the luxury of working within a purpose built facility then some creative re-organisation may be required. 

Its often at the busiest times in a spa that the cracks begin to appear. There may not be enough seating in the relaxation room, the change rooms may be crowded, the reception area might be mayhem and lets not mention the probable stress going on behind the scenes. Its in these instances that an organised space and strong operational procedures can save the day. 

Over the years I have continually heard therapists complain when they feel their spa is not organised. Lack of operational flow puts so much more pressure on everyone and unfortunately the tension can hang in the air like a dark cloud. Its quite natural for staff to want to work in a spa that offers structure, standard operating procedures, a well defined guest journey, ongoing training and the equipment they need. It makes their work life so much easier, the standards are set and they can hold their heads high with pride. Who would have thought operational excellence would guarantee good staff morale? 

The win-win effect of an excellent operation is happy staff, delighted clients and a healthy business turnover. The spa space and the staff can be fully utilised because you are now running everything like clockwork. This cuts wage costs and increases the amount of bookings you can accept. And not only that, your retail sales can soar because your well defined guest consultation and retail process is set up to succeed. Every touch point has been carefully considered to deliver a seamless experience that can take your guest to a whole new level of 'let go' and in this day and age that is priceless.

THE WELLNESS SPA

The future of spa lies in attending to the ‘whole person’ and as we shift into this new era of wellness it becomes increasingly important to weave wellness into our usual treatment menu. Fortunately the options are both endless and interesting, limited only by your ability to embrace complimentary therapies as befitting spa. 

During my 3 year tenure as the spa and dreamtime manager for Gwinganna Lifestyle Retreat I had the opportunity to work with over 30 practitioners who offered their own unique signature experience within the healing environ of the spa. I had the privilege of working alongside specialists in ayurveda, traditional chinese medicine, naturopathy, nutrition, kinesiology, psychotherapy, reiki, sound healing, intuitive reading, advanced massage therapies, chiropractic, buddhism and many other healing modalities. The interesting thing was that guests were actually seeking the unique and extraordinary. They wanted profound transformation of mind, body and soul. 

Spa’s and wellness retreats offer guests the opportunity to disengage from their stress, and as such, we are now quite literally in the stress management and health enhancement business. A spa offers a means to graceful ageing and skilful living and is perfectly placed to educate, inspire and empower. But how then, do we weave wellness into spa? 

First, take a look at your business and how you utilise your treatment rooms. Do you have a room that is unused or under utilised on certain days of the week? If so, you have the space for a specialty therapy. You might choose to offer one specialty therapy on one set day each week, or given more room to utilise, you might promote several therapies on a given day each week. For example: Kinesiology on Monday, Acupuncture on Tuesday, Naturopathy on Wednesday etc. If your spa is placed within a luxury resort you might host 'specialty practitioners'' during peak seasons and use this as an added PR exercise.

Why not enhance your current therapies by introducing healing elements such as reiki, reflexology, restorative yoga, meditation or chi nei tsang. Not only does this add a unique point of difference for your client, it also keeps your team learning and embracing new healing skills. You might send them off to training or run the training in house with one of your new or visiting specialty therapist's.

Know your wellness cuisine and always offer genuinely healthy refreshments. Liase with your chef and have him create a healthy spa menu that compliments the spa wellness experience. 

Base your business on a wellness culture. Consider the environment, recycle, use natural cleaning products, switch to rechargeable tea lights, incorporate natural skincare and ban smoking and sugar at work. It is important to remember that wellness begins at home and in your daily life. So be the change, set the example and show your team what wellness looks and feels like. And as the enthusiasm for wellness grows with your team so it does for your clients.