{"id":1174,"date":"2012-10-24T08:04:04","date_gmt":"2012-10-24T06:04:04","guid":{"rendered":"http:\/\/www.spa-balance.com\/?p=1174"},"modified":"2012-10-24T08:04:04","modified_gmt":"2012-10-24T06:04:04","slug":"revisando-el-concepto-de-spa","status":"publish","type":"post","link":"https:\/\/www.spa-balance.com\/es\/2012\/10\/revisando-el-concepto-de-spa\/","title":{"rendered":"Revisiting the Spa Concept"},"content":{"rendered":"

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Should the spa industry get rid of the word spa? This challenging question, which ignited a very interesting discussion on The Weekender<\/a>, the blog for the Global Spa & Wellness Summit, is the one we would like to address in the following lines. The idea of shaking the foundations that have shaped our core business is definitely a thought provoking issue and something we think is extremely interesting to share with you.<\/p>\n

That said, we would like to share in this article some of the different arguments in favour and against this idea. While doing this, we will also share with you our own perception of the issue, which relies on the fundamental task of asking additional questions and facing this argument in a comprehensive way that focuses on what the consumer wants.<\/p>\n

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\u00bfDeber\u00eda la industria del spa deshacerse de la palabra spa? Esta candente pregunta, que hace poco originara una discusi\u00f3n muy interesante en The Weekender<\/a><\/em>, el blog de la Global Spa & Wellness Summit, es la que nos gustar\u00eda abordar en las siguientes l\u00edneas. La idea de sacudir los cimientos que han dado forma al coraz\u00f3n de nuestra actividad es sin duda alguna un tema provocante que nos parece muy interesante de compartir con ustedes.<\/p>\n

Dicho esto, nos gustar\u00eda compartir en este art\u00edculo algunas de los diferentes argumentos a favor y en contra de dicha idea. Mientras lo hacemos, compartiremos tambi\u00e9n nuestra propia percepci\u00f3n sobre el asunto, la cual se basa en la tarea fundamental de hacer preguntas adicionales y enfrentar dicho argumento de una manera integral que se centra en lo que quiere el consumidor.<\/p>\n

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Why Should We Get Rid of The Word Spa?<\/strong><\/p>\n

The statement that originated this discussion was taken from 2012 Global Spa & Wellness Summit (GSWS) keynote speaker, Peter Rummell, former head of Disney Imagineering. According to Rummell, the word spa has a deadly connotation that prevents our industry from moving away from the idea that our services are mostly oriented towards white, rich women.<\/p>\n

The Weekender’s discussion features several opinions that embrace Rummel’s argument. For instance, Bernard Malek argues the word spa has “become over-used and it has become a clich\u00e8” that does not encompass the full range of services offered by spas and wellness centres today.<\/p>\n

While we are aware of the different perceptions the word spa has in different parts of the world, we have also seen quite daring comments in the discussion. For instance, a wellness centre in Phoenix, Arizona, stated companies like Massage Envy, that cater for a low-mid level consumer, are devaluing the word spa. Are we trying to say that low-mid level consumers looking for a bargain are not a consumer for the spa industry? We should go beyond this elitist view and understand that we are in the health business!<\/p>\n

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Looking for The Right Questions<\/strong><\/p>\n

Having read the arguments put forward for changing the word spa, we see that they do not really hold much weight as we believe we had moved beyond arguing about the “definition” of the word spa into the most important aspect of looking at what the consumer wants.<\/p>\n

That said, most of the people who are against the idea of removing the word spa from our industry shared something in common: They prefer to ask different questions. In other words, it is not so much about keeping or removing the word spa from our industry but rather seeing the bigger picture and focusing on different, more relevant issues.<\/p>\n

Besides the practical implications of leaving the consumer without any point of reference if we do remove the word spa, our industry needs to pay more attention to other issues such as our marketing strategies and our capabilities to build an identity within our industry.<\/p>\n

Michella Punj refers to The Weekender’s discussion as a “great call to the industry to provide the proper marketing and advertising in terminology that truly and accurately portrays the depth and breadth of what we have to offer.” Similarly, Don Ardell says our industry needs to “develop a greater consensus on the desired identity for the 21st century” before spending time on a debate dealing with how we call ourselves.<\/p>\n

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A Focus on Communication<\/strong><\/p>\n

Some of the external guests that were invited to the last Global Spa & Wellness Summit expressed their ‘ignorance’ in terms of the full range of services the spa and wellness industries are capable of offering. Will changing the word “spa” really change things? We do not think so.<\/p>\n

Instead, we believe our industry needs to focus on the marketing aspect of our industry and how we communicate with our consumers and the outside world. If we are able to do this, we will be able to ‘rebrand’ ourselves in a natural way that acknowledges everything our industry is capable of offering today.<\/p>\n

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\u00bfPor qu\u00e9 debemos deshacernos de la palabra spa?<\/strong><\/p>\n

La declaraci\u00f3n que dio origen a esta discusi\u00f3n fue emitida por Peter Rummell, ex-jefe de Disney Imagineering y orador destacado de la Global Spa & Wellness Summit (GSWS) del 2012. Seg\u00fan Rummell, la palabra spa tiene una connotaci\u00f3n da\u00f1ina que impide que nuestra industria se pueda desligar de aquella idea que ve nuestros servicios exclusivamente orientados a mujeres blancas y ricas.<\/p>\n

La discusi\u00f3n en The Weekender comparte varias opiniones que apoyan el argumento de Rummel. Por ejemplo, Bernard Malek sostiene que la palabra spa es un t\u00e9rmino “sobre-utilizado que se ha convertido en un clich\u00e9” incapaz de abarcar toda la gama de servicios ofrecidos por los spas y centros de wellness en la actualidad.<\/p>\n

Si bien somos conscientes de las diferentes percepciones que la palabra spa tiene en diferentes partes del mundo, tambi\u00e9n hemos visto comentarios bastante osados en la discusi\u00f3n. Por ejemplo, un centro de bienestar en Phoenix, Arizona, declar\u00f3 que compa\u00f1\u00edas como Massage Envy, orientadas a un consumidor de nivel bajo y medio, est\u00e1n devaluando la palabra spa. \u00bfEstamos tratando de decir que personas de bajo y medio nivel que buscan buenas ofertas no son consumidores v\u00e1lidos para la industria del spa? \u00a1Debemos ser capaces de ir m\u00e1s all\u00e1 de este punto de vista elitista y entender que estamos en el negocio de la salud!<\/p>\n

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En busca de las preguntas adecuadas<\/strong><\/p>\n

Despu\u00e9s de leer los argumentos expuestos a favor del cambio de la palabra spa, nos damos cuenta que ellos no tienen el suficiente peso. De hecho, creemos que ya hemos ido mucho m\u00e1s all\u00e1 del discutir sobre la “definici\u00f3n” de la palabra para centrarnos en el m\u00e1s relevante tema de saber lo que quiere el consumidor.<\/p>\n

Dicho esto, la mayor\u00eda de las personas que est\u00e1n en contra de la idea de eliminar la palabra spa de nuestra industria comparten algo en com\u00fan: Ellos prefieren hacer preguntas diferentes. En otras palabras, no se trata tanto de mantener o eliminar la palabra spa de nuestra industria, sino m\u00e1s bien de ver un panorama m\u00e1s amplio y concentrarnos en temas diferentes y de mayor relevancia.<\/p>\n

Adem\u00e1s de las implicaciones pr\u00e1cticas que supondr\u00eda dejar al consumidor sin ning\u00fan punto de referencia si es que decidimos remover la palabra spa, nuestra industria deber\u00eda prestar m\u00e1s atenci\u00f3n a otras cuestiones tales como nuestras estrategias de marketing y nuestra capacidad para construir una identidad dentro de nuestra industria.<\/p>\n

Michella Punj se refiere a la discusi\u00f3n en The Weekender como una “gran llamada a nuestra industria para que proporcione la adecuada comercializaci\u00f3n y publicidad de una terminolog\u00eda que de verdad sepa captar con precisi\u00f3n la profundidad y amplitud de lo que tenemos para ofrecer”. Del mismo modo, Don Ardell dice que nuestra industria necesita “desarrollar un mayor consenso sobre la identidad que se dese alcanzar en el siglo XXI” antes de adentrarse en un debate sobre el modo en que deber\u00edamos llamarnos.<\/p>\n

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Un enfoque en la comunicaci\u00f3n<\/strong><\/p>\n

Algunos de los invitados externos a la \u00faltima Global Spa & Wellness Summit expresaron su ‘ignorancia’ en t\u00e9rminos de la completa gama de servicios que las industrias de spa y wellness son capaces de ofrecer. \u00bfCambiar\u00e1n las cosas si decidimos remover la palabra “spa”? No lo creemos.<\/p>\n

Creemos, en cambio, que nuestro sector necesita enfocarse en el aspecto de marketing de nuestra industria y el modo en que nos comunicamos con nuestros consumidores y el mundo exterior. Si somos capaces de hacer esto, seremos capaces de “rebautizarnos” de una manera natural que reconozca todo lo que nuestra industria es capaz de ofrecer en la actualidad.<\/p>\n

<\/p>","protected":false},"excerpt":{"rendered":"

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