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The challenges the spa industry faces today are numerous. Many of them are a consequence of the way the sector has evolved in recent years. Although spas becoming mainstream is faced with many obstacles, future trends hint towards a more rapid process.<\/p>\n
Those spas that are willing to improve the quality of services through specialisation and an appropriate pricing policy will undoubtedly have a competitive advantage in the market. In order to achieve that, it is essential to implement, once and for all, a clear business model focused on the needs of the client along with a coherent pricing policy.<\/p>\n
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Los desaf\u00edos y retos que la industria del spa enfrenta hoy en d\u00eda son varios. Muchos de ellos son consecuencia del modo en que se ha desarrollado el sector en los \u00faltimos a\u00f1os. A pesar de que la popularizaci\u00f3n de los spas encuentra muchos obst\u00e1culos, las tendencias hacia el futuro hablan sobre un proceso inminente con respecto a ella.<\/p>\n
Al final de cuentas, aquellos spas que est\u00e9n dispuestos a mejorar la calidad de sus servicios a trav\u00e9s de un proceso de especializaci\u00f3n de sus servicios y una adecuada pol\u00edtica de precios podr\u00e1n seguramente contar con una ventaja competitiva en el mercado.<\/p>\n
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Valuable exchange of ideas<\/strong><\/p>\n <\/strong>Apart from sharing our opinions on the spa industry, one of the main ideas behind our trade professional blog is to encourage conversation with other experts and professionals in the industry. At Spa Balance, we value the exchange of ideas that can arise from our blog\u2019s content.<\/p>\n After reading our post on budget spas<\/a>, Mr. Diego Gomez, Owner of the Sab\u00e1h Spa<\/a> in Zaragoza, shared with us some interesting reflections based on his own experience in the industry. Thanks to these reflections we created a very stimulating exchange of ideas with Mr. Gomez. The following content offers some of the most important insights from our conversation.<\/p>\n <\/p>\n The development of the spa industry in Spain<\/strong><\/p>\n <\/strong>During the last decade, Spain experienced a big boom in terms of the number of spas and wellness centres in the market. However, this development in terms of quantity was not matched in terms of quality of services and treatments.<\/p>\n This development was partly due to the economic welfare Spain lived during the past decade. Boosted by the real estate boom and an abundant capital flow, the spa industry was introduced and positioned in the luxury market, but without an appropriate business model to sustain this niche market position.<\/p>\n This growth process brought several negative effects for the industry. Firstly, majority of the spas were managed by unqualified entrepreneurs. Second, investors came in with unrealistic expectations fueled by suppliers of spa products and equipment including construction companies. This process consolidated an ‘elitist’ label within industry where the degree of opulence and the size of the spas ended up justifying ever escalating prices for spa treatments and services.<\/p>\n Third, this pricing structure that was created has proven a lack of flexibility in terms of meeting fluctuations in demand. Fourth, the industry failed to create a defined consumer. Fifth, due to the steady flow of capital, the industry did not feel the need to consolidate an effective business model. Hence, when the crisis hit Spain only those few spas that had implemented a profitable and coherent business model have been able to survive.<\/p>\n <\/p>\n Current Obstacles<\/strong><\/p>\n <\/strong>Considering the recent development of the spa industry in Spain, the obstacles the industry faces today regarding spas becoming mainstream are also related to the current supply and demand in the market.<\/p>\n On the one hand, the supply continues to be defined by a luxury-centred model and qualified personnel whose specialist services cannot be cheap in a country like Spain. Additionally, the poor level of training and education of professionals in the sector along with the rigid labour system where working hours are not adaptable to market and demand fluctuations, further worsen the problems that the supply faces today.<\/p>\n On the demand side, the general public still sees spas and wellness centres as places where luxurious and pampering services are offered to a more privileged segment of the population. This perception has partly been shaped by the consumerism frenzy that prevailed during the years of economic boom in Spain. The problem now is that these services are being perceived as an indulgence that can be eliminated from the general public\u2019s budget.<\/p>\n The current economic crisis has raised another problem where many spas have cut their costs dramatically without reducing the prices they charge for their services.\u00a0 This is not only creating a lack of consumer confidence but is also jeopardising customer loyalty towards our industry. The loss of consumer confidence in the services provided by our industry relies on the fact that clients still pay high prices for a poorer quality of treatments and customer service. \u00a0Hence, the danger we face is that the perceived value of our services might be reduced. The rise of aggressive promotions offered by sites like Groupon have accentuated this loss of value.<\/p>\n Moreover, there is still not a clear idea amongst consumers about the value that these centres can provide in terms of health and wellness. This perception has been worsened by the fact that very often professionals within the industry communicate spa services in a contradictory way.<\/p>\n Last but not least, there is an additional challenge the industry faces today: what is it that the consumer is looking for? It is essential to figure out what the client is looking for (relaxation, health, leisure, etc.), and to understand whether all these services can be offered under a specific spa model.<\/p>\n <\/p>\n Evolution of the sector<\/strong><\/p>\n <\/strong>Despite the obstacles that exist regarding spas becoming mainstream, there are already clear indications on the imminence of this process. The \u2018popularization\u2019 of spas is not that distant an idea. Going forward, the national social security system will not be able to sustain the growing ageing population and therefore will be forced to seek new partnerships with various related fields including the spa industry. These alliances will enable the health sector to focus on the promotion of preventive services that will minimise the costs involved in reactive models in the longrun.<\/p>\n On the other hand, budget spas are set to be a reality for the future. The key factor will be to improve the pricing policy and to start to define different business models.<\/p>\n <\/p>\n Essential changes<\/strong><\/p>\n <\/strong>In order for the spa industry to face the imminence of its services going mainstream and to create a set of services available to a wider audience, it is important to consider some factors. Firstly, it is essential to improve the training of professionals. Not only at the therapist level but also at the management and investment levels.<\/p>\n Secondly, it is important that we as an industry get together and establish standards in terms of quality of service and treatments. Failing that, it is going to be difficult for the spa industry to change the common perception of spas being seen as luxurious places catering for a more elite and privileged segment of the population. Similarly, that change must be accompanied by an internally coordinated communication within the industry that allows the consumer to understand the benefits that spas can offer in terms of health and wellness.<\/p>\n Initiatives such as SpaEvidence<\/a>, the world\u2019s first web portal providing information on the medical benefits provided by spa therapies, is a good example to follow in order to improve the internal communication within our industry.<\/p>\n Last but not least, spas must clearly define their level of specialisation and to outline a concrete plan towards the public they want to serve. In so doing, spas will not only improve the quality of the services they provide and but will also be able to implement a pricing policy that goes hand in hand with the level of services that are offered. The question is: Who will be the first to specialise in something and do it well?<\/p>\n <\/p>\n <\/p>\n Para ello es fundamental poder implementar de una vez por todas un modelo claro de negocios que tenga como centro las necesidades del cliente y que permita poder establecer adecuadamente un pol\u00edtica de precios.<\/p>\n <\/p>\n Valioso intercambio de ideas<\/strong><\/p>\n <\/strong>Uno de los aspectos hacia los cuales se enfoca nuestro blog profesional radica en la posibilidad de generar di\u00e1logo con expertos de la industria del spa. En Spa Balance damos un gran valor a la comunicaci\u00f3n y al intercambio de ideas que pueda suscitar el contenido de nuestro blog.<\/p>\n Despu\u00e9s de leer nuestro art\u00edculo sobre los spas de bajo coste<\/a>, el se\u00f1or Diego G\u00f3mez, Propietario del Sab\u00e1h Spa<\/a> de Zaragoza, comparti\u00f3 con nosotros una serie de interesantes reflexiones basadas en su propia experiencia dentro del sector. A partir de dichas reflexiones logramos crear un intercambio de ideas bastante estimulante con el se\u00f1or G\u00f3mez. El siguiente contenido ofrece algunas de las reflexiones m\u00e1s importantes de nuestra conversaci\u00f3n.<\/p>\n <\/p>\n Desarrollo del mundo del spa en Espa\u00f1a<\/strong><\/p>\n <\/strong>Durante la \u00faltima d\u00e9cada, Espa\u00f1a ha visto un gran desarrollo con respecto al n\u00famero de spas y centros de bienestar que se encuentran en el mercado. Sin embargo, dicho desarrollo en t\u00e9rminos de cantidad no ha encontrado un equivalente en t\u00e9rminos de calidad.<\/p>\n Este desarrollo es, en parte, fruto del bienestar econ\u00f3mico que Espa\u00f1a vivi\u00f3 durante dicha d\u00e9cada. Amparados bajo el manto del sector inmobiliario y una abundante disponibilidad de capital, los spas espa\u00f1oles se introdujeron dentro de un contexto de riqueza que no le permiti\u00f3 a la industria crear un modelo de negocios apropiado.<\/p>\n Dicho proceso produjo varios efectos negativos para la industria. Primero que todo, los spas terminaron por ser dirigidos por empresarios mal preparados. Segundo, los inversores entraron con expectativas irreales que fueron alimentadas por proveedores de productos y equipos para spas que inclu\u00edan compa\u00f1\u00edas de construcci\u00f3n. En este proceso se consolid\u00f3 una etiqueta \u2018elitista\u2019 sobre la industria del spa en donde el tama\u00f1o y el lujo de una estructura justificaba servicios m\u00e1s caros.<\/p>\n Tercero, se cre\u00f3 una estructura de precios poco flexible frente a las fluctuaciones de la demanda. Cuarto, la industria no logr\u00f3 crear un consumidor definido. Quinto, en un contexto de permanente flujo de capital la industria no se vio forzada a consolidar un modelo de negocios eficiente y por ende cuando la crisis lleg\u00f3 s\u00f3lo aquellos pocos que hab\u00edan implementado un modelo rentable fueron capaces de sobrevivir.<\/p>\n <\/p>\n Obst\u00e1culos actuales<\/strong><\/p>\n <\/strong>Teniendo en cuenta el desarrollo hist\u00f3rico de la industria del spa en Espa\u00f1a, los obst\u00e1culos que el sector enfrenta con respecto a la popularizaci\u00f3n de los spas tienen mucho que ver con la oferta y la demanda que actualmente existe.<\/p>\n De una parte, la oferta sigue siendo definida por estructuras lujosas y personal cualificado cuyos servicios especializados no pueden ser baratos en un pa\u00eds como Espa\u00f1a. Adem\u00e1s de esto, los problemas de la oferta actual de los spas se acent\u00faan con la escasa formaci\u00f3n de profesionales en el sector y un sistema de contrataci\u00f3n r\u00edgido que no deja adaptar las jornadas laborales a las fluctuaciones del mercado.<\/p>\n Por el lado de la demanda, el p\u00fablico todav\u00eda ve a los spas y centros de bienestar como lugares orientados a un segmento exclusivo de la poblaci\u00f3n en donde s\u00f3lo se ofrecen servicios de lujo. Dicha percepci\u00f3n es en parte consecuencia del consumidor fren\u00e9tico que prevaleci\u00f3 durante los a\u00f1os de bienestar econ\u00f3mico en Espa\u00f1a. El problema ahora radica en que los servicios del sector son vistos como un gasto extra que puede ser eliminado del presupuesto.<\/p>\n M\u00e1s aun, todav\u00eda no existe entre la gente una clara idea sobre el valor que dichos centros puedan prestar en t\u00e9rminos de salud y bienestar. Esta percepci\u00f3n ha sido acentuada debido a que muchas veces los profesionales del sector se contradicen a la hora de presentar los servicios que ofrecen los spas.<\/p>\n De la misma forma, hay un desaf\u00edo adicional que el sector enfrenta hoy en d\u00eda. Es necesario poder determinar con mayor eficiencia qu\u00e9 busca el cliente (relajaci\u00f3n, salud, ocio, etc.) y lograr entender si dichos servicios pueden ser ofrecidos bajo un modelo de spa espec\u00edfico.<\/p>\n <\/p>\n Evoluci\u00f3n del sector<\/strong><\/p>\n <\/strong>A pesar de los obst\u00e1culos que existen con respecto a la popularizaci\u00f3n de los spas, existen ya indicios claros sobre la inminencia de este proceso. La popularizaci\u00f3n no es una idea lejana. Hacia el futuro, el sistema de seguridad social no podr\u00e1 sostener a una poblaci\u00f3n creciente de la tercera edad y por ello buscar\u00e1 nuevas alianzas con diversos sectores afines entre los cuales se incluye la industria del spa.<\/p>\n Dichas alianzas le permitir\u00e1n al sector de la salud enfocarse en la promoci\u00f3n de servicios preventivos con los cuales se podr\u00e1n minimizar los costes impl\u00edcitos en los modelos reactivos de salud.<\/p>\n Por otra parte, los spas de bajo coste ser\u00e1n una realidad concreta hacia el futuro. El punto radica en mejorar la pol\u00edtica de precios y comenzar a definir diferentes modelos de negocios. El problema que existe ahora radica en que muchos spas han cortado dr\u00e1sticamente los costes de sus estructuras y servicios sin rebajar de manera m\u00e1s permanente los precios que ofrecen al consumidor.<\/p>\n Lo anterior genera desconfianza entre el cliente e impide aumentar la fidelidad del mismo. La p\u00e9rdida de confianza en los servicios de la industria se debe a que el cliente todav\u00eda paga altos precios en circunstancias en donde reciben servicios de nivel m\u00e1s bajo y una pobre atenci\u00f3n al cliente. De esta forma, el valor percibido por nuestros servicios se ha reducido. El auge de las promociones agresivas que ofrecen sitios como Groupon han acentuado dicha p\u00e9rdida de valor.<\/p>\n <\/p>\n