The making of a Spa

Wellbeing Magazine talks to Jennifer Gorman, specialist Spa and Hospitality Development Consultant about spa’s, relaxation and the future of wellness centres

Q Having worked with Channel 4’s Country House Rescue, if someone was to consider turning their home into a spa or hotel what should they consider before embarking on this project?

The first thing to establish in any conceptual business is ‘its main aim’, this is absolutely crucial. In this situation, would this Spa be a business offering or for the owners own enjoyment – two very different Models. Once the ‘main aim’ is established, the strategy for development and its inclusions can be formulated to ensure every aspect for a perfect Spa delivery.

Q As a spa, wellness and hotel consultant, what’s the most important thing you look for in visiting a Spa?

Organisation, the utmost level of attention to detail, everything done with purpose and reason. If the business and offering hasn’t been executed to the utmost levels of detail and planning, from the correct flow of the building, the correct inclusions, the right offering, perfectly trained staff etc., the guest experience will be under maximised and the business will not return ideal revenues and profits.
If I am visiting a Spa, I want to be able to totally relax and if these elements are missing, my enjoyment would be compromised.

Q What makes a great Spa and Wellness Centre?

All of the above from the businesses first stages of planning through to opening and beyond. When all the correct
elements have been included pre and post opening, the Spa will entirely reflect and deliver the guests needs and wants.
A point of difference and individuality to give the Spa an edge over the next is always ideal.

Q What are the top three Spa’s that you have visited and why were they so special?

I couldn’t name just 3 but if choosing 3 perfect destinations for my Spa visits they would be 1) a City Spa, 2) a Caribbean Spa and 3) a Wilderness Spa
These 3 offer the perfect breaks depending on my mood and needs at the time. The first would be a Spa I would visit with girlfriends, enjoying all the offerings of a large City and coming back to the tranquillity of a Spa for relaxing treatments.
The second would be a chill-out holiday in the sun whilst swimming and enjoying treatments in lovely Spa surroundings, away from the hustle and bustle of the beach.
The third would be up in the mountains somewhere, either a wellbeing/yoga/meditation retreat in the Himalayas or a great Hotel and Spa in the Alps, summer or winter.

Q Many Spa and Wellness centres seem to be thriving in the recession, why are some doing well and what can those that are struggling look to do to make some changes?

Those that are thriving know and understand their target audiences, what they want and the elements required in their offering to achieve the guest numbers required. They operate a great business as well as offering, they consistently evolve and deliver a great service all-round and in turn they have built loyalty in their existing and new customer bases.
Those that are struggling need to re-evaluate every minute detail of their business and operation to identify the weak areas and those requiring change and implement tried and tested aspects of re-development . The only way forward is to evolve the offering to one that is relevant to the markets requirements and standards. I help many businesses turn themselves around – it is always a worthy exercise to re-evaluate your current business, it can generally always do better.

Q Do you have a favourite treatment?

I find it challenging to relax so the best treatment to achieve this for me is top to toe massage, literally from the tips of my hair to the tips of my toes and if that includes a facial, then all the better.
Any treatment has the opportunity to be excellent when the Therapists delivery of it is the same. Vice versa, any treatment can be disappointing if the Therapist is less able with its delivery. It is all in the detail – every time, for everything across the board.

Q Do you have a favourite skincare product?

Brand wise, I go through phases depending what my skin is doing or needing at the time and so change periodically.
Otherwise I would say facial exfoliator and moisturiser – I love it when I know my skin is squeaky clean and the surface of my skin is fresh and bright.

Q Where do you see the future of Spa’s. Are there any trends/ new concepts that we can see coming up in the future?

A. The word ‘Spa’ is used so universally from varying offerings from the high street salon to the Hotel Spa and back again, everyone has a Spa.
For me as a specialist Spa and hospitality developer, the ‘true’ Spa philosophy remains the focus of enjoyable and purposeful wellbeing with its roots dating back many hundreds of years.
The true and ideal ‘Spa’ offering of today focuses on all aspects of wellbeing, including hydro, water and thermal elements combined with all the modern day experiences of excellent treatments, facilities and creature comforts. Many will include a specialist ‘Medi’ spa offering which introduces real results-driven treatments in combination with pure relaxation. All new developments should work hard to identify good points of difference to that of the competition – helps you to stand out in the crowd!

Jennifer Gorman. MD
JGAssociates
Specialist Spa and Hospitality Development Consultancy
Tel: 01795 890952
jennifer@ jgspadevelopment.com
www.jgspadevelopment.com