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BIZCHINA / Medicine |
Thai luxury spa operator targets more Chinese customersBy ()
Updated: 2007-06-04 11:12 When visiting a resort like the Great Wall in Beijing or the beach at Sanya in South China's Hainan Province, a relaxing end to the stay might be a spa treatment in a five-star hotel. Or after a day-long meeting with clients, a soothing hour or two with a spa therapist and some light music away from the city's hassle and bustle could be a way to recover from the day's stress. MSpa International Ltd, a Thai-based luxury spa operator, sees large potential in China with its rapidly growing number of middle-class consumers. The country is still far from a saturated market, such as in Thailand and Indonesia. Shanghai is the most sophisticated market in the country at the moment, while Beijing and Guangzhou have large room to develop. Numerous smaller cities still remain untapped, says Liza Chang, general manager of MSpa Greater China. Since opening its first spa in Shanghai in 2003, the company now manages four outlets in the country. The others are in Sanya, Beijing and Shenzhen. MSpa is currently negotiating for another facility in Shanghai, which the company thinks is its largest market at the moment due to the enormous population and robust economy. "We only have one spa now, and the city is big enough to have more," Chang says. She recalls that when the company opened its first spa there were only two in the city, but now there are at least 40 with different level of services MSpa only teams up with five-star hotels. Its partners in China are JW Marriott, Sheraton, Kempinski and Marco Polo. The company, which operates two brands - Mandara Spa and Anantara Spa - has 22 outlets in eight countries in Asia, the Middle East and Africa, and it aims to maintain a niche image in every market. "We provide an extension to hotels. We can add another room night for them," Chang notes. When guests learn that there is a good spa in the hotel, they are encouraged to stay another night, she says, adding that it also gives more exposure for the hotel to outside customers. There is also an editorial and advertising synergy between the two, she explains. Spas have become an important amenity for hotels, just as business centers were a few years ago. MSpa considers themselves partners with their host hotels, since it believes only through joint effort can they ensure development of the spa. Chang admits that it is a challenge that some five-star hotels now have their own spas, such as at the Shangri-La and InterContinental hotels in Beijing, but she notes that MSpa is a major player in the sector with a consistent brand image, services and staff training. "Opening a spa is indeed a vast undertaking and requires commitment to see it through to success," Chang says. "The commitment must go beyond the initial set-up to include proactive marketing, branding, ongoing technical support and efficient operation. This is where the professionals of MSpa step in with our formula to guide our spa partners through all phases." Training is the most important factor to maintain quality service. All staff have at least three months training before even touching a guest. MSpa opened its spa academy in Bangkok earlier this year and has plans to replicate this model in China in the future. The company claims it is committed to enhancing the guest experience by delivering nothing less than the "perfect touch". Chang points out that there is a shortage of spa therapists in China. There are many young ladies who have been to beauty schools and can carry out beauty treatments, and there are elderly professionals who can give massages, but usually for medical purposes. A spa needs people with both skills, and they have to understand it is a personal service, including the way in which they communicate with guests. When recruiting therapists, the company favors those without experience, because those people do not have "bad habits". "It is sometimes difficult to drop bad habits," Chang says. MSpa provides services ranging from two-hour combination complementary spa treatments to full-day indulgences, which include a spa cuisine lunch. Longer spa "journeys" for enthusiasts include three- to seven-day packages that can be tailored to suit each guest. The company charges about 640 to 800 yuan each treatment. It also issues membership cards at a price of about 8,000 yuan. Members can enjoy extra privileges, including 20 percent discount. Chang says their spas have about 60 percent female and 40 percent male customers in China, compared to a 50-50 ratio in other countries. (For more biz stories, please visit Industry Updates)
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