A couple of weeks ago we touched on the sometimes prickly subject of a spa break with the children in tow and although we managed to give some handy hints and tips on fabulous family friendly offerings, we certainly couldn’t provide the elusive ‘gold at the end of a rainbow, kids welcome unconditionally’ tip!

The reason is quite simple – spas and luxury hotels have long been the preserve of adult only breaks away with a more family inclusive approach taking hold only in more recent years, meaning the little people are now less likely to get packed off to grandmas or summer camp! The luxury end of the market is adapting quickly to meet the changing needs of the spa client, now a younger more affluent spa goer who is more likely than ever to have young children and the desire to take them along whatever the planned summer holiday entails.

According to a recent study by Roland Berger Strategy Consultants 24% of travellers seeking wellness activities now have children. This growing and emerging clientele is certainly large enough to make any spa designer sit up and take notice but just how do you create wellness spaces that are accessible and safe for a younger participant without reducing the ambient enjoyment for peace seeking adults?

The design team at Klafs Head Office in Schwäbisch Hall, long established in the spa and wellness industry, has got it sussed. Joining forces with The Steigenberger Hotel Gstaad-Saanen, Switzerland, the team has worked hard to conceptualise, design and deliver a truly child-friendly spa space. The results?  Quite simply, outstanding.

Set of three floors, the 150 metre square, luxury spa has been designed to deliver an entire floor dedicated to supervised spa activities for children. The over 12’s are free to access the additional two spa floors along with their parents whilst for younger newcomers to wellness activities, an exciting and engaging experience has been created.

Focussing on playful engagement with the spa environment, children are treated to the tree sauna, a mild introduction to sauna bathing reaching temperatures of only 40 degrees. Then there are the tropical showers with light effects and huge raindrops creating a magical wellness experience. For the more energetic, the cave styled climbing wall will entertain busy fingers and toes whilst for the more laid back, hammocks, swinging gondolas and sofas offer quiet corners to slouch for a while.

The benefits of early introduction to sauna and steam bathing are well researched and documented and have been shown to support and improve immunity. The move by Klafs comes as no surprise to our UK team and given the rapidly shifting market, planning your next spa project should definitely be planning with children in mind!

To discuss your ideas for child friendly spa design, at home or in the commercial environment, get in touch and we will be happy to help.

If you are one of our regular readers you may have already scoured the Global Spa Summit report highlighting the importance of Spa user engagement through social media channels but whether this has had you springing into action on the Social Media front is another matter!

If you are a spa operator and have not yet dipped your toe in social media waters, you may just be missing an important trick where your marketing efforts are concerned.  You only need to take a peek at the top 100 most visited sites by UK internet users to see that Facebook (topping the list at number 1 with 26 million new visitors daily), Youtube (number 2 with 18 million new visitors daily) and Twitter (number 21 with 3.1 million new visitors daily) could become vital communication tools.  Couple this with the much sought-after discount offerings made accessible via Groupon (number 25 with 2.8 million new visitors daily) and it’s easy to envisage the transition to more enriching and value added customer relationships.

There really couldn’t be a better time to start using and engaging with social media but if you don’t know where to begin, here are some quick points to get you on the right track:

Do your research

Knowing who your customers really are will help you to find and effectively utilise the right social media platform to suit your audience.  GoogleAdPlanner is a useful resource for exploring the statistics behind each individual social media brand but, lucky for us, the lovely people over at Xposure Creative have already done some of the work and compiled ther annual list of statistics highlighting key user information such as age and income. Understand your customers and you can establish how and where they may use social media to engage further with your services -  meaning a more intuitive, communicative and customer driven offering.

Develop a strategy

It sounds obvious but having clearly defined goals and a consistent approach is key.  Social media, much like other forms of marketing, takes time to establish and to produce the results you seek.  However, the key difference with social media marketing is the ‘social’ aspect, it offers a method of two way communication instead of the usual one way sell, providing an invaluable personalised approach to user engagement enabling higher levels of customer service and more immediate feedback mechanisms.  Once you decide to use social media, use it -  don’t dip in and out when results are slower (or far quicker) than expected. Instead, develop clear and open communications, be consistent and think more in terms of conversations rather than conversions – look after your client relationships and they will be happily shouting your brand from the rooftops!

Get everyone on board

Every member of the team should know what your strategy is, how you are using social media to engage users and how they too can be involved.  Make them ambassadors of the brand, they know it inside out after all and should be encouraged to let their personalities shine through (in a professional capacity of course!). Be creative, responsive and engaging. Your customer service representatives could be using Twitter for example, asking customers for feedback, dealing immediately with any questions or complaints and keeping them updated with information and offers. Get closer to your users, ask key questions and really listen to what they have to say (only then of course you can respond to their needs!).

Social media offers a great wealth of opportunity for adding value to the services you provide.  Do you research then give it a go. If you are feeling a little unsure, engage the services of a professional company to help you make the transition.

If you are already using Social Media how are you getting on and what top tips can you give other readers just dipping their toe in the water?

The extended school summer holiday break brings with it enjoyment and headaches in equal measure.  Whilst on the one hand its offers the perfect opportunity to spend much needed quality time together as a family, it also raises the problem of just what to do with the younger members of the family during such a long break (particularly when the great British weather is not always on our side!).

If you have never considered a spa break before, don’t be put off by the idea that spas are not always considered child friendly spaces, in fact, more and more venues are creating a welcoming family friendly space in which you can all relax.  Choosing a suitable place to stay and deciding how long to stay will depend on how many children will be tagging along and of course, their age ranges but here are our top tips:

If you have a mixed age family with differing requirements in order to keep those busy hands happy then Centerparcs (or similar style offering) could be an ideal option in meeting both budget and activity needs.  Although a large commercial operation, the Centerparcs sites will offer a back-to-nature feel, lots of outdoor and indoor activities plus the all important relaxation spaces of the spa. Take advantage of the children only activities to sneak off for an afternoon massage or sauna bathing session.

Where a hotel break is more your style, you can choose from a vast array of places to stay where spa is top of the agenda and not an afterthought.  If you are searching for an idyllic location, excellent spa facilities and a warm family friendly welcome, try Armathwaite Hall situated in the Lake District.  Well positioned to offer a wealth of outdoor activities for all age ranges with designated family swimming times but adult only spa activities, everyone can find lots of ways to relax or expend some energy.

If you are looking for a complete break away head out to one the increasing number of country house hotels that are offering sumptuous bedrooms, homegrown or locally produced food and indulgent spa treatments, all with a family inclusive feel. The fabulous Limewood is boutique at it’s best where style and substance meet to create a warm and welcoming atmosphere. The Herb House Spa welcomes children at designated times for swimming and relaxation with starter treatments for the over 14’s.  This is laid back luxury which will have you all feeling a little more relaxed from the minute you arrive.

Whatever your budget and no matter how many little feet there are in your family,  there is plenty of choice when it comes to finding the perfect spa getaway so if you hadn’t considered it an option before, do a little research and you may just find the perfect fit this summer.

The spa industry is seeing continued growth globally and whilst the UK is reporting the same upward trend, it is at a much slower rate than can be observed for example in the expanding economies of India and China. Growth here has understandably been hampered by a slow and shaky economic recovery which is creating a feeling of uncertainty within the market which, when coupled with a more savvy spa consumer, requires an alternative approach to attracting and retaining brand-loyal clientele.

At the top of the market, the spa goer is enjoying more expendable income and leisure time with expectations placed on the need for unique experience, hyper-luxurious surroundings with more intense focus on health and wellbeing. Those who are consistently delivering a highly responsive service, bespoke treatment options, cosmeceuticals and holistic regimes will attract and retain a core and loyal clientele with exceptional lifetime return value.

Moving away from the luxury market we can see that from the middle bracket through to the high street day spa experience, the average UK spa goer now actively seeks day or weekend breaks which deliver high value for a great price. This client group are seeking the latest information, reviews and recommendations using technology and social networks to get the best deal, optional extras and those all important freebies. Quality is still an important factor but with greater emphasis on relaxation, health, beauty and optional social experiences. To compete in a highly competitive market is to harness the power of social networks, tapping into sites such as Facebook and Groupon to combine effective marketing with exceptional deals. Achieving brand loyalty is a complex mix of brand tie-in coupled with long term rewards but those who are offering unique experiences and a communicative service will see a regular and returning clientele.

Growth across the whole spa sector here in the UK looks a cautiously optimistic proposition for the next 12 months but with such economic uncertainties, it certainly pays to watch market sector changes closely. More importantly however is to talk directly to your clients – get to know them personally, ask what they need, find out whether you are really meeting expectation and if not, what suggestions they have to help you deliver services beyond expectation.

To view in-depth reports on changes to the Spa industry, take a look at the Global Spa Summit 2011 industry resources sector where leading market researchers have compiled the very latest data to help you stay ahead in a rapidly changing marketplace.

A trip to the day spa provides a much needed escape from day-to-day distractions, allowing mind and body time to unwind and relax but if you are faced with an extensive treatment menu, you may just find yourself even busier than usual if you attempt to sample it all!  If you are looking for a high impact treatment which will have both immediate and long lasting health benefits make massage top of your list.

This simple treatment is a cornerstone of most spa menus and in the hands of a well trained therapist you will experience a deep sense of relaxation that lasts well beyond the allocated treatment time. Choosing a suitable massage treatment is a personal decision based on your preferences and desired outcomes but here are the top three most likely to appear on a day spa treatment menu:

Swedish Massage

This full body treatment uses a combination of long rhythmic strokes, kneading, pressure and vibration techniques which warm the skin, increase circulation and helps to ease muscular tension. The treatment can be tailored to your needs offering a spectrum of experience from the lightest touch through to a more intensive muscular workout. If you are looking for additional benefits, talk to your therapist about incorporating essential oils with the swedish technique to offer a different approach to the usual light movements of a traditional Aromatherapy massage.

Ayurvedic Massage

Interpreted in many different ways depending on the day spa philosophy and the experience of the trained practitioner but this particular treatment, having roots firmly in Indian philosophy, will certainly leave you feeling lighter on your feet. You will usually experience an in-depth pre-treatment consultation, a whole body massage delivered by one or two therapists and copious amounts of warm fragrant oils. The heart of Ayurvedic philosophy creates a holistic massage treatment which will deliver deep relaxation physically and psychologically.

Indian Head Massage

A deeply relaxing massage focussing not just on the head but on the neck, back and arms using a combination of stroking, kneading and pressure techniques to gradually release upper-body tension.  This technique, whilst not treating the whole body directly, delivers many of the benefits experienced with a full body treatment and is of particular benefit to those of us spending long hours hunched in front of our screens!

Massage combines the most basic of principles – touch and time and when expertly delivered will clear the mind and relax the body, helping to reduce the effects of stress in the short and longer-term.

If you only have those short few hours to spare for a day spa visit our top tips for making the most of your time would be to pre-book a massage for later in the day, take time beforehand to relax in the sauna or steamroom, take that ‘must read’ book and leave the phone at home!