WITH THE SPA INDUSTRY EVOLVING QUICKLY, HEALTH AND WELLBEING ARE TAKING CENTRE STAGE.
“The MENA is the second-fastest growing market in the world for spas,” enthused Simon Press, senior exhibition director, Reed Travel Exhibitions.
The Arab world, however, is not the only region benefitting from strong demand for such services.
As Paul Hawco, director of operations, Talise Spa, Jumeirah Group, explained, the rising popularity of wellness-oriented travel is a worldwide phenomenon with a nine percent year-on-year surge forecasted in the sector for the next two years – a staggering leap considering that it is 50 percent higher than the projected growth rate for global tourism.
With wellness tourists spending, on average, 130 percent more than international travellers, it is no surprise that industry stakeholders are keen on tapping into this lucrative and fast-expanding market.
In fact, expenditure is growing exponentially across several segments and divisions, so much so that as Hawco clarified, “The global spa and wellness sector now represents a USD3.4 trillion industry.”
Underlining the market’s significance, Press added, “The value of wellness trips across MENA hit USD7.3 billion in 2014.”
Along parallel lines, Hawco echoed the undeniable financial impact that the sector has on tourism, adding that in the UAE, the spa industry is forecasted to achieve revenues of AED5.5 billion (USD1.49 billion) by the end of the year, with the figure expected to rise to AED8.3 billion (USD2.26 billion) by 2017, making it a top priority for authorities, hoteliers and service providers.
As Hawco suggested, these predictions prove that the phenomenon is here to stay.
“The wellness trend has certainly become more than a mere trend […],” underlined Hawco.
While the concept of wellness encompasses many aspects of wellbeing, for Middle Eastern customers, the term is closely associated with luxury, pampering and beauty, disclosed Hawco.
However, the umbrella term covers much more than that, and reflects the holistic concept of improving health and quality of life through nutrition, fitness and mental balance, he explained.
Although therapeutic and remedial experiences, such as weight loss, detoxification and stress relief were once considered as just a trend, as Hawco explained, the sector as a whole has grown into a major business with a notable shift in philosophy and approaches.
Speaking about the changing patterns within the segment, Afrah Hamdy, spa director, Anantara The Palm Dubai Resort noted, “[…] More people are getting health conscious and want to adopt a healthy lifestyle.”
Providing further evidence for the paradigm shift, Hawco elaborated that today’s guests are more inclined to take advantage of alternative healthcare and wellness options when compared to older generations.
Many spa-goers at Jumeirah Group’s properties are now health-aware and are determined to take steps to improve their health and overall wellbeing, elucidated Hawco.
Having said that, it is still important for properties to uphold the Middle East’s reputation as a luxurious spa hotspot that the destination became famous for, especially since a large percentage of visitors hail from within the region.
“Our top spa guest demographics are from the UAE, followed by the UK and Saudi Arabia,” outlined Hamdy.
To ensure that the Middle East is perceived not only as an exciting hub for spas, but also as a centre for wellness that attracts visitors from across the globe, hoteliers and service providers need to embrace a more holistic approach.
As Hawco highlighted, over the years a range of initiatives have been rolled out to encourage healthier living, raise consumer awareness about wellbeing and further strengthen demand.
He added, “[These factors] are all playing a part in boosting the market and making our region a global player [in the industry].”
