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Spas

Ireland is leading the way in marketing its thriving spa sector through innovative approaches endorsed by Fáilte Ireland. The spa industry in Ireland has exploded in recent years and the country’s product offering in this subsector has developed to become one of the best in Europe.

A spa is both a place and a product, whereby people engage in regenerating activities intended to improve and maintain their wellbeing. Today, the idea of a spa break continues to grow ever more popular. With more and more hotels upping their facilities to include spas and offer better value to customers, the demand for such products has grown accordingly.

It also has brought a new dimension to delegates’ experience of their business trips, and marries well with their needs. John Power, CEO of the Irish Hotels Federation (IHF), explains, “There is a major link between the spas and the business tourism product, because you might have people who are in business working under really stressful situations, and so it helps them reduce their stress levels.”

In a past report, the Health and Wellness Positioning Strategy for Key Markets, Fáilte Ireland identified characteristics – some pertaining to Ireland’s natural assets – as advantages to wellness tourism. “Health and wellness tourism has several unique advantages including a lack of seasonality, independence from weather conditions, an average length of stay that is longer when compared with other tourism sectors and regional diversity.”

Due to these factors, the spa sector has earned its place within the tourism industry. The hotel industry has also fully endorsed the responsibility to provide optimum services, despite Irish consumers – who constitute about 70% of spa-goers in Ireland – being somewhat inexperienced in the spa product, thus showing lower expectations than in more mature spa markets.

John Power recognises that today Ireland is a leading spa destination in Europe. The Fáilte report explains the implications of such a development, “The growth is not only in response to changing consumer expectations, but is also playing a key role in educating Irish consumers with regard to spa experiences. Within a short period of time, Ireland’s health and wellness industry has grown from offering a few select, dedicated health farms and spas, to offering a significant choice to the consumer.”

Due to the rapid explosion of the spa phenomenon in Ireland, Fáilte Ireland set as a target the positioning Ireland as a health and wellness destination. It recognised an opportunity to enhance the advantages inherent to wellness tourism and combine them with the strengths of the Irish hospitality sector. As the report explains, “The unique combination of a diverse and professional supplier base with Ireland’s unique destination attributes delivers a compelling proposition to consumers and positions Ireland as a leading spa and wellness destination.”

With this expansion in the sector and the potential that this represents for tourism, Fáilte Ireland has initiated a spa categorisation system, where spas come to be described under various labels. The categories include hotel spas, resort spas, destination spas and specialised retreats. By labelling spas under these categories, it is hoped that consumers will be able to better navigate among the product offering available in Ireland.

In trying to anchor the positioning of Irish spa tourism, Fáilte developed a clear branding strategy in line with the characteristics of Ireland’s tourism products and with consumption patterns.

People visit spas, in Ireland as elsewhere, for different reasons related to increasing one’s state of wellbeing. Relaxation, pampering, fitness, health and spirituality are all listed as factors motivating spa lovers, who – although driven by their own reasons – are essentially united in their desire to feel better.

Accordingly, Fáilte defined distinct consumer groups among spa goers. Among the types of experience sought by these consumer segments, consumption patterns were discerned through the analysis of their needs.
This allowed Fáilte to formulate a brand positioning that would be appealing, distinctive and credible, as well as relevant and sustainable to the indigenous market. The strategy report outlines, “The proposition is reflective of the industry and brand offering. It is positioned to create a broader appeal to distinct health and wellness segments and will also provide a sharper focus for brand and marketing communication efforts.”

From this basis, the concept of categorisation has been developed. Its objective is to efficiently promote spa products. The categories have been formulated based on the categories of needs identified in each consumer groups. These include “serenity seekers” who are looking for a holistic experience; “help seekers” who want a life changing experience or cosmetic surgery; “beauty queens” who are driven by a quality pampering experience in a luxurious environment; “relaxers” who seek to escape daily stress through leisure activities including spa; “occasional pamperers” who go away for a special treat in a luxurious surrounding; and finally “fun seekers” who are appealed by extra hotel features such as a spa.

The categories have been established accordingly, keeping in mind that they are not restricted to any particular group. A “hotel spa” indicates a hotel that offers a dedicated spa facility (ideal for beauty queens, relaxers or occasional pamperers). A “resort spa” describes a hotel that provides a wide range of leisure activities onsite, including a full service spa facility (well suited for fun seekers). A “destination spa” is a purpose built spa, which includes accommodation, with the sole purpose of providing a comprehensive full-serviced wellness spa experience for overnight or day guests (a pleasure for serenity seekers, help seekers or beauty queens). Finally, a “specialised retreat” is dedicated to creating a wellbeing experience (particularly suited to meet the needs of help seekers).

The scheme is still at its embryonic stage: spas and hotels were requested to submit a self assessment form by the end of 2007 and the categorisation process has only really been started in the past two months or so. Therefore, consumer awareness with regards to this system is still some way off. However, it represents a powerful marketing tool. Moreover, it marks a significant innovative step in wellness tourism in Europe.

John Power of the IHF explains, “If we look across Europe, Ireland has developed the spa product more than anywhere else and we are the first country that are trying to categorise it. In the EU, suggestions have now been made to introduce some sort of standardisation scheme for spas, but it is unclear how fast that will advance.”