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Title Page

STUDENT No: W10033560

Project submitted in partial fulfilment

of the requirements of the

BA (Hons) International Hospitality and Tourism Management

of Northumbria University

NAME Wing Yin, LONG DEGREE BA (Hons) International

Hospitality and Tourism Management

TUTOR Dr. Carmen Sum TITLE Development of Spa

Services in Hotel Industry DATE April 2011 CAMPUS Hong Kong

II

Declarations

I declare the following:-

(1) that the material contained in this Project is the end result of my own

work and that due acknowledgement has been given in the bibliography

and references to ALL sources be they printed, electronic or personal.

(2) the Word Count of this Project is: Section A: 4263

Section B: 6280

Reflective Statement: 825

Total Word Count: 10543

(3) that unless this Project has been confirmed as confidential, I agree to

an entire electronic copy or sections of the Project to being placed on

Blackboard, if deemed appropriate, to allow future students the opportunity

to see examples of past Projects. I understand that if displayed on

Blackboard it would be made available for no longer than five years and

that students would be able to print off copies or download. The authorship

would remain anonymous.

(4) I agree to my Project being submitted to a plagiarism detection service,

where it will be stored in a database and compared against work submitted

from this or any other School or from other institutions using the service.

In the event of the service detecting a high degree of similarity between

content within the service this will be reported back to my supervisor and

second marker, who may decide to undertake further investigation which

may ultimately lead to disciplinary actions, should instances of plagiarism

be detected. (5) I have read the University Policy Statement on Ethics in Research and

Consultancy and the Policy for Informed Consent in Research and

Consultancy and I declare that ethical issues have been considered and

taken into account in this research.

III

SIGNED:.......................................................... DATE: ...............................................................

IV

Abstract

In Part A of the project, author completed three different sorts of tests.

These tests can identify her learning methods, personalities, strengths and

weaknesses. The first one is VARK test that is to describe learning

methods. The second one is Myers-Briggs Type Indicator that is to

evaluate people and describe their personality types. The last one is Belbin

Team Self-Perception Inventory that shows different people their own team

role in a group in accordance with their patterns of behavior in the group.

In Part B of the project, author chooses hotel spa to her topic. Recently, the

growing of hotel spa services and products is extraordinary. Most

customers love having spa when staying at the hotels. This study is needed

to identify two objectives set as follows: (1) To discuss current development

of spa services in hotel industry and (2) To examine the future development

of spa services in hotel industry. It discusses about opportunities and

competitiveness in the hotel spa industry and current and future trends as

well.

Key words: VARK, Beblin, weaknesses, personality, hotel spa, trends,

competition, spa services

V

Acknowledgement

I would like to express my sincerely appreciation to many people who give

me numerous ideas about the topic. Their support helps me to complete

this study smoothly.

Firstly, I have to thank Dr Carmen Sum for her professional guideline and

suggestion to me about this topic.

Moreover, I need to thank for Mr. Luk who was my teacher in the subject of

hotel spa and recreation management. He gives me many up-to-date hotel

spa information for this project.

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Contents Pages

Title Page .................................................................................................... I

Declarations................................................................................................ II

Abstract .................................................................................................... IV

Acknowledgement ..................................................................................... V

Contents Pages ........................................................................................ VI

List of Tables ............................................................................................. IX

List of Figures ............................................................................................ X

Part A .......................................................................................................... 1

Section 1: Who I am As a Learner .............................................................. 1

1.1 Introduction .................................................................................... 1

1.2 Self Introduction ............................................................................ 1

1.3 VARK ............................................................................................. 3

1.3.1 Implication for My Learning ................................................. 4

1.3.2 Family and Friends to Comment ......................................... 6

1.4 Meyers-Briggs ............................................................................... 6

1.4.1 Implication for My Learning ................................................. 7

1.4.2 Family and Friends to Comment ......................................... 9

1.5 Belbin ............................................................................................ 9

1.5.1 Implication for My Learning ............................................... 10

1.5.2 Family and Friends to Comment ....................................... 13

Section 2: Implication for Career Choice .................................................. 15

2.1 Introduction .................................................................................. 15

2.2 Lifelong Learning ......................................................................... 15

2.3 Transferable Skills ....................................................................... 17

2.4 Justify Chosen Career Choice ..................................................... 20

Appendix A ............................................................................................... 24

Appendix A1) VARK .................................................................................. 24

Appendix A2) Myers Briggs ...................................................................... 25

Appendix A3) Belbin ............................................................................. 2725

Appendix B ............................................................................................... 32

Appendix B1) Curriculum Vitae ................................................................. 32

VII

Appendix B2) Two Job Adverts ................................................................. 34

B2-1) Guest Relations Officer ............................................................ 34

B2-2) Front Desk Officer .................................................................... 35

Appendix B3) Standard Employment Application Form ............................ 36

Appendix C) .............................................................................................. 43

Appendix C) Presentation on Power Point ............................................... 43

Part B ....................................................................................................... 45

Section 1: Introduction .............................................................................. 45

1.1 Reason for Choice of Topic ......................................................... 45

1.2 Academic Objectives of This Project ........................................... 46

1.3 Outline of Sections ...................................................................... 46

Section 2: Literature Review ..................................................................... 47

2.1 Introduction .................................................................................. 47

2.1.1 Definitions of Spa .............................................................. 47

2.1.2 A Brief History of Spa ......................................................... 48

2.2 Porter Five-Force Analysis for the Hotel Spas ............................. 49

2.2.1 Competitor Entry ............................................................... 50

2.2.2 Buyer Power ...................................................................... 51

2.2.3 The Power of Suppliers ..................................................... 52

2.2.4 Substitute Products ........................................................... 53

2.2.5 Industry Rivalry .................................................................. 53

2.2.6 Conclusions for Porter’s Five Forces................................. 54

2.3 Current Spa Services in Hotel Industry ........................................ 54

2.3.1 Classification of Spa .......................................................... 54

2.3.2 Spa Treatments ................................................................. 56

2.3.3 Reasons for Providing Spa Services in Hotels .................. 57

2.4 Current Hotel Spa Trends ............................................................ 62

2.4.1 Men Spa ............................................................................ 63

2.4.2 Salt Caves and Spas ......................................................... 64

2.4.3 Asian Treatments ............................................................... 65

2.4.4 Customization.................................................................... 65

2.4.5 Branded Spas .................................................................... 66

2.4.6 Green Spas ....................................................................... 67

2.5 Future Trends of Hotel Spa .......................................................... 68

VIII

2.5.1 Private Spa in Hotels ......................................................... 68

2.5.2 Specialized Spa Hotels ...................................................... 68

2.5.3 Medical Spas ..................................................................... 69

2.5.4 Cultural Diversity to Avoid Misinvestment .......................... 70

2.5.5 Exceptional Spa Experience with the Help of Architecture

and Design ................................................................................. 70

Section 3: Summary and Conclusion ........................................................ 72

3.1 Summary and Conclusion .................................................... 72

3.2 Shortcomings and Limitations of the Study .......................... 75

3.3 Area for the Further Study .................................................... 75

References ............................................................................................... 76

Appendices A: Reflective Statement ......................................................... 86

Last Page ................................................................................................. 90

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List of Tables

A1 HKCEC Result (2006)

A2 HKAL Result (2008)

A3 My VARK Score

A4 My MBTI Score

A5 My Belbin Score

A6 Description of Belbin Roles

X

List of Figures

2.1 Michael Porter’s Five-Force Analysis

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Part A

Section 1: Who I am As a Learner

1.1 Introduction

We always hear that ‘One is never too old to learn.’ That is right! Human

being loves learning to purse improvement and knowledge. Learning is not

only for perform our work well but also for interest, healing or leisure. It can

broaden and affect our skill, understanding, behaviors or values. Obviously,

each person has their own learning styles and different channels to learn.

Knowing our learning style will help us develop coping strategies to

compensate for our weaknesses and capitalize on our strengths.

In order to understand myself entirely, section one reports my result of

completed 3 different personality tests which are VARK, Belbin and

Meyers-Briggs. These can analyze my learning styles and also ascertain

my personality and team role.

1.2 Self Introduction

When I was in primary school, I hated studying and could not concentrate

on studying. Even I did not review at home. To be honest, I had got

extremely horrible result in the primary examination that I was ranked 66

out of 68 in primary 6. However, I understood study was very important in

my life and it can be an interesting thing when I was in Form 2. Although I

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am not a clever person, I am very hard-working. ‘Why don’t you do your

best?’ is my version of my life that I am rather serious to study and do

whatever. Therefore I would like to spend much time than other classmates

on studying until I understand fully. As no one is perfect, I make good use

my strength to meet my goals. When I was in form 4, I became one of the

top one ranking in the class. The below tables showed my last public

results:

Table A1 HKCEC Result (2006)

Subjects: Subject Grade

English Language (Syllabus A) C

Chinese Language E

Economics D

Mathematics D

Commerce D

Travel & Tourism C

Table A2 HKAL Result (2008)

Subjects: Subject Grade

Advanced Level:

Business Studies E

Advanced Supplementary Level:

Use of English E

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Chinese Language and Culture E

Liberal Studies E

In fact, I was interested in the subject of Tourist & Tourism so that I

reviewed and did more exercise than other subjects. Furthermore, I have

been afraid of learning numeral since I was a child. But Mathematics and

Economics are full of numeral and analysis. I did many past papers for the

sake of getting acceptable grade in the examination.

After the advanced level examination, I am sure that I am weak in numeral

and analysis so I failed in Economics. In addition, I always forget what I

learned in the lesson and even by myself quickly so I need to review again

and again and spend lots of time before tests and examinations. I deem

that an ability of analysis and learning are my parts of weaknesses in my

study and learning.

1.3 VARK

The VARK learning styles theory is designed to describe how four distinct

types of learners process information. The theory was pioneered in 1987

by Neil Fleming. It tells us something about ourselves that we may or may

not know and the VARK stands for (Fleming, 2010):

Visual (V): Learners who like to see it on the whiteboard, flip charts, walls,

graphics, pictures, colour. They are probably creative students, love using

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different colour in their handbooks and want to make their pages look pretty

etc.

Aural / Auditory (A): Learners who like to sit back and listen but don't make

a lot of notes.

Read / Write (R): Learners who need to read the information themselves

and take a lot of notes.

Kinesthetic (K): Learners who like to be actively involved in their learning.

Table A3 My VARK Score

Aural 11 Read/Write 10 Kinesthetic 9 Visual 6

About my VARK result, I got the highest marks in Aural which got 11 marks.

And Read/write comes second which got 10 marks. Thirdly, Kinesthetic

was 9 marks. Lastly, I got the lowest scores in Visual which was 6.

1.3.1 Implication for My Learning

The above result shows me that I have a multimodal preference. It gives

me choices of two or three or four modes to use for my learning approach

(Uncp,edu, 2010). Among those four categories, it is accurate that the

method of aural is my major preference. I like learning from lecture and

discussing with classmates to get more relevant information. For example, I

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concentrate on every lecture and do a revision with classmates after the

lesson. I can be easier to understand what lecturers teach me through

interaction rather than studying by myself. When I get any problems in my

homework and study, I can solve them by discussing my classmates.

It is no surprise that I use of the method of Read/write for learning as well.

As we have limited time to talk with teachers and classmates, we need to

count on ourselves and lecturers always remind us that self-study is very

important if we want to understand everything in more detail. Hence, I not

only study the notes assigned by lecturers but also borrow some related

books to read. Otherwise, another study method of mine is to write down

each key point and important sentence in order to keep them in memory.

Honestly, I am weak at visual learning among those learning method. For

example, I do not know how to see a map and I need to ask people how to

arrive destination. It can prove that I am better for aural again.

From my point of view, aural and read/write are my lifelong learning

methods. I will keep on study like Master of International Hospitality

Management. As I prefer listening with professors and jotting down notes

rather than only watching those simple power points, I may attend the

course at school instead of using distance learning method which only

needs to listen from website with power point in the computer. However,

visual is important for presentation such as using chart to show people the

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circumstance. It is also widely use in learning and working. I believe that I

can practice and perform more and then I will have an improvement.

1.3.2 Family and Friends to Comment

My older bother consented to the result and said that I asked for

explanation from him if I found out difficulties, especially in subject of the

accounting. After his explanation, I could get the guidance to draw the right

answer. He also noticed that my self-study method was writing notes. A

friend, Jessica Li agreed that I concentrated on what lecturers were saying

and jotted down useful notes simultaneously. She was my group mate in

many subjects so she found that I was weak at the method of visual. I often

had my presentation with many words instead of use of chart and graphics.

1.4 Meyers-Briggs

The Meyers-Briggs Type Indicator (MBTI) was developed by Isabel Briggs

Meyers and her mother, Katharine Cook Briggs based on the theories of

psychologist Carl Jung during World War II (CAPT, 2010). It is an

instrument designed to evaluate people and provide descriptive profiles of

their personality types. The MBTI system organizes the four sets of

attributes extroversion (E) /introversion (I) ; sensing (S)/intuiting (I); thinking

(T)/feeling (F); and judging (J)/perceiving (P)) into a matrix of sixteen

different personality types. Each of them defines one particular and unique

personality archetype (Kummerow et al, 2005).

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Table A4 My MBTI Score

ISTJ

64%

ISFJ

64%

INFJ

50%

INTJ

50%

ISTP

60%

ISFP

60%

INFP

60%

INTP

54%

ESTP

66%

ESFP

66%

ENFP

52%

ENTP

52%

ESTJ

62%

ESFP

62%

ENFJ

56%

ENTJ

56%

The questionnaire result showed that the percentage with those 16

personality type. My nearest personality types at present at are ESTP and

ESFP (66%). ISTJ and ISFJ (64%) are come second and INFJ and INTJ

(50%) are the lowest types of my personalities. (Appendix A2)

1.4.1 Implication for My Learning

ESTP and ESFP differ in thinking and feeling which are about my preferred

way of making decisions. Actually, I use of thinking way and feeling way to

make different decisions depending on different condition. Thinking means

that a person makes a decision by organizing and structuring information

logically (Kummerow et al, 2005). For example, to design a menu for my

final catering project, l had done a relevant survey to ask for customers’

preference of Thai food before I designed a suitable one to cater all of them

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rather than only follow my preference of Thai food. Feeling means that a

person makes a decision by organizing and structuring information

following personal, value-oriented way (Kummerow et al, 2005). For

example, I always use it when I choose a topic to my project. I will choose

the topic which I am interest in no matter it is easy to do or not. I can

perform it very well.

ESTP people enjoy getting things done and taking action to solve practical

problems (Hirsh, 2005). That’s right that I would like to finish assignments

and my work as soon as possible before go to play. Otherwise, when I was

a trainee in SkyCity Marriott Hotel and I needed to be a hostess to handle

all phone calls, I recognized that I could not deal with each enquiry well. I

knew that it was my responsibility to perform well as being a hostess.

Therefore, I observed other colleagues how to perform it well and jotted

down notes for my reference. At last, a manager praised my performance

professionally.

ESFP people have a stronger sense of immediacy or urgency realizing

what needs to be done now and are probably often urging colleagues to

stop talking and get on with doing something (Hirsh, 2005). If my

classmates were talking during the classes or group mates district in

meeting, I would force them to stop talking and attend. Likewise, I always

urge my group mates to finish their tasks and do it seriously. Sometimes,

they feel that I am very wordy.

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As both types are outgoing, problem solving and like to meeting people, my

characteristics are suitable for the job which needs to communicate and

socialize with clients actively.

1.4.2 Family and Friends to Comment

From family’s comment, I have been definitely a type of ESFP person. My

mother said that I had a strong sense of realizing what needs to be done

first. For example, I must finished all homework before go to playing. My

friend, Cherry Choi said that when I talked about everything which was

needed to submit to lecturers, I usually think seriously. When I talked about

everything on gathering, I was a feeling person to share my preferred

activities to them. About the type of ESTP people, Carmen Li who was my

colleague in SkyCity Marriott Hotel and said that although I had difficulty

when working in the beginning, I could face the problem and found the

solution immediately.

1.5 Belbin

Belbin Team Roles were defined by Dr. R. Meredith Belbin after studying

teams at Henley Management College. The team roles are based on

certain patterns of behaviour that people exhibit within teams. These

patterns of behaviour can potentially have an impact on the performance of

the team (Belbin,2010).

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Table A5 My Belbin Score

Completer Finisher 97

Resource Investigator 96

Implementer 66

Plant 63

Co-ordinator 57

Specialist 36

Shaper 18

Monitor Evaluator 10

Teamworker 0

1.5.1 Implication for My Learning

The highest score in my report is Resource Investigator which is 97.

Implementer comes second which is 96 and Completer Finisher is third

which is 66. However, the result shows that I get the lowest score in

teamworker which is 0. Their descriptions are showed in below table

(TeamBuildingHome, 2009):

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Table A6 Descriptions of Belbin Roles

Source by: TeamBuildingHome (2009) Belbin Team Roles

Completer Finisher He/ she lies in meticulousness, attention to detail and

the ability to meet deadlines.

Resource

Investigator

He/she is an extrovert who can develop contacts,

communicate well, explore new ideas and

opportunities, and bring enthusiasm and drive to the

team effort.

Implementer He/ She is good at translating the team’s decisions

and ideas into manageable and practical tasks or

actions.

Teamworker He/She is the most supportive members of a team

and is a good listeners and popular member in a

group.

As a resource investigator, I am extrovert and good at communicating with

people. For example, last year, my final year project in catering

management was to operate a Thai restaurant and I needed to in charge of

kitchen side’s work like to design menu, to make recipes and to order every

food material. About my responsibilities, I was a liaison role that contact

with technicians and teachers in order to collect useful information and

advice on how to make accurate recipes and order appropriate food

material with reasonable prices.

As the name suggests, they are skilled at searching what is available and

what can be done (Watson, 2010). Since I had never cooked Thai food

before but I had known chefs when working at the hotel, I asked for their

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opinions and borrowed relevant recipes from libraries. I also asked Thais

who opened grocery store. Additionally, we had limited budget for

purchasing so we need to compare both costs of food from school

suppliers and from the public. I got that information from the technicians,

the Vegetable Marketing Organization, supermarkets, markets and etc in

order to purchase in the cheapest prices.

About the role of implementer: “( I ) have practical common sense and a

good deal of self-control and discipline.” (Waston, 2010:3). We needed to

have presentations of every project we did in IVE. In order to perform well

in the whole projects, I was always the one who arranged practice to the

group.

Furthermore, in the final year project in catering management, a main

responsibility of the kitchen side was to cook delicious dishes and we

needed to make each portion of courses exactly. As we had no experience

how to cook Thai food, I borrowed a kitchen from school and asked

technicians for teaching how to cook. Apart from that, I requested other

group mates to practice again at the weekend so that we had big progress

on cooking and calculate the portion accurately.

My third role is a completer-Finisher that I pay attention to detail to search

out errors and omissions (Waston, 2010). To do projects, I always remind

group mates to check twice of their tasks when finish it. It is careful that I

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will check it again when they hand to me. Another characteristic of the role

is to deliver work on time. I can foster a sense of urgency within a team and

organize regular meeting schedules and provide time to group mates to

finish our tasks timely.

I get the lowest score in the role of teamworker. It is accurate that I am not

willing to work with people who are lazy and always submit their works

timely. I am very selective to the group mates. When I work with a group of

people and I get used to adapting their working style, I do not want to work

with different people.

1.5.2 Family and Friends to Comment

My mother told me that I was the real resource investigator as I can find

many study information to help my brother when he lose his way and find

lots of receipts for her to brainstorm how should make more tasty food.

My friend, Karmen Ng said that I was a good completer Finisher that all

projects were finished earlier than the deadline and submitted without

mistakes. She can have no workload and feeling of confusion if worked

with me as I do everything step by step.

Moreover, she also agreed that I am totally not a teamworker as she is as

seem as me that we are hard to work with every type of people especially

the person is lazy and irresponsible. Hence, we are a good group mate

each other. Sharon Chow said I could assign different tasks to suitable

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people and gave them many useful ideals. Therefore her comment

matches the role of implementer.

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Section 2: Implication for Career Choice

2.1 Introduction

In this section, it is divided into three parts. Firstly, it introduces my future

career choice and the reasons why I choose it. Secondly, it elaborates my

own lifelong learning which is based on my career plan and my preference.

Lastly, it is about transferable skills.

2.2 Lifelong Learning

Mara (2010) said that study doesn't have to stop when you take up your

career. I endorse his view that everything is keeping on progressing so that

continuous education can foster personal growth and improvement of the

knowledge and skills needed for employment and boost competitiveness.

Therefore, it can secure our future that provides capacity for us to promote

in work place and improve our quality of life

Working in hospitality industry, I need to face many customers and from

different countries. I will apply language courses like Spanish and

Japanese and also learn English and Mandarin by self-study in the short

term. According to my VARK result, aural and read/ write are my learning

preferences. Apart from listening from lecturers, I will read more English

articles and news; and speak up more with friends. Those methods can

keep improvement on my language.

Otherwise, each country has its own culture and taboo. In order to serve

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different types of customers in appropriate way, I prefer reading the

relevant books to obtain the knowledge. It can eliminate many unexpected

incidents and complaints from customers.

About the result of Myers-Briggs, I got the highest scores in ESFP and

ESTP. The differences between them are feeling and thinking. I cannot just

depend on my own feelings to make any decisions when I am working. I

must put customers in first priority. As I lack of working experience, I will

observe how colleagues cope with problem and consult with them. I deem

it is the best way to work smoothly and gain my working experience in the

beginning.

Nevertheless, Belbin result indicated that I am not a teamworker, however,

I need to work with different types of people in the workplace and I have no

choice to select which one is my partner. I should thank for Belbin test that

let me understand that I have no teamwork actually. Therefore, I need to

change my working style and try to appreciate everyone. It can also

enhance my social skill. There are many relevant books which are to teach

people how to get well along with people. Reading the book is one of the

appropriate ways for me to be a teamworker in accordance with my VARK

test.

In the long term, in order to continuously promote and maintain

competitiveness, I will apply the Master of International Hospitality

Management. Aural and read/write learning methods are suitable for me, I

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may attend the course at school instead of using distance learning method

which only needs to listen from website with power point in the computer. I

prefer listening with professors and jotting down notes rather than only

watching those simple power points.

2.3 Transferable Skills

Transferable skills are defined that the skills we can gain through jobs,

volunteer works, hobbies, sports, or other life experiences. It can be used

in our career. Additionally, to have successful career, transferable skills are

also important to people who are facing a layoff, new graduates who are

embark on first jobs and to people who are re-entering the workforce after

an extended absence (McKay, 2009). In my previous work experience and

study, I can obtain many of the skills and some important skills which are

useful in my future career are below.

Communication Skill

In my placement period, I understand communication makes my work

accurate and eliminates fault that it can foster work effectively and

efficiently. I observe my colleagues how to communicate with other

colleagues and customers. Communication is not only limited in oral but

also can be expressed in words or signal. They taught me that I should use

appropriate ways to transfer messages in different circumstances. In long

term, it can build up a consensus that enhance harmony atmosphere inside

workforce, productivity and interpersonal relationship. This skill can of

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course apply to customers that bring more caring to them and collect their

comments about our services. Hence, it can increase number of repeat

customers and reputation.

Presentation Skill

When I studied higher Diploma and degree, I always needed to present

projects and assignments with classmates. The more presentations I tried,

the more cumulative confidence and presentational techniques I collected.

During the short period of presentation, I need to introduce the most

attractive and important points and ideas to audients. Working in the hotel,

good presentation skill can assist me in selling and promoting hotel

products and packages to customers.

Problem Solving

During the placement period, there was very busy and I always needed to

handle with customers’ requests and complaints myself. The placement let

me be more independent and brainstorm how to satisfy them instantly. To

develop the skill, I would borrow some relevant books from library, ask for

my lecturers’ past work experience in hotel and share opinion with my

colleagues and supervisors. As my choose jobs are responsible to cope

with customers’ questions and problems who are unexpected occurred

without signal, good problem solving can immediately resolve the

predicament that satisfies customers and then enhances positive image of

the hotel in the customers’ minds. In my view of point, each problem is a

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new challenge for me and each successful solution is a motivation. But if

the solution cannot settle down the problem, it also can be an

encouragement for us to keep progress.

Global Awareness

Inside school, I need to gather and sort out much information and news for

assignments. My professors always distribute the industrial journals for our

references. When I worked in the hotel, I would read newspaper and watch

traveling program that I can have topics to chat with my customers. It does

not broaden my horizons and knowledge but is also benefit to my work. To

obtain more up-dated information, I can understand what we should

improve and change in work to company to increase our competitiveness

and offer the best quality service to customers.

Computer Skill

Nowadays, most hotels have applied high technological system to make

work effectively and efficiently. As I want to be a receptionist and front desk

officer, both of positions need to use Opera system to assist customers in

checking in and out and settle accounts basically. Actually, many jobs in the

front of the house are needed to use of computer such as processing of

reservation, registering of guests, the updating of room status, post guests’

charges and so on. Fortunately, I learned the system in the course of higher

diploma and I can obtain the fundamental concept at how to operate it so I

can handle it easily when I embark on the positions.

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2.4 Justify Chosen Career Choice

I choose to a guest relation officer and front desk officer at hotel (Appendix

B). The former one is required to be presentable, pleasant, confident and

patient. The position needs people who are extroverted to approach

customers and build a rapport with customers well. The latter one needs to

assist customers to check-in and check-out. It is required to be helpful,

talkative and have good salesmanship. Both positions are needed to

handle customers’ enquiries and introduce hotel’s products and services as

well.

After knowing my personality types and strengths from the tests, I find that I

am suitable for both jobs. According to the Myers Briggs Type indicator

report, it describes my personality type is ESTP which is effective, nice,

talkative, patient, flexible, presentable and active. Otherwise, the Belbin

report notes my strengths are outgoing, observant and able to tackle most

jobs methodically. It also states out that I am a good person for developing

outside contacts and my strengths can help me to serve with customers.

Moreover, my communication skill and problem solving skill can foster my

work effectively and smoothly as well.

Both of those jobs always face to and serve customers. As my

characteristics are optimistic, enthusiastic and love to smile, I have deemed

that I fit to work in the hospitality industry. Additionally, I learned some

customer service while I was working in McDonald’s and I am very

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interested in communicating with people. The working experience

determine I suite for the industry. Therefore I studied Higher Diploma in

Hotel management and I am taking bachelor’s degree in International

Hospitality and Tourism Management. I think the relevant knowledge and

technique can apply and assist in my future career.

About my relevant working experience, apart from working in McDonalds’, I

also was a waitress in Hong Kong SkyCity Marriott Hotel. When I was on

duty, I love to observe which customers need help even just a little thing

and active to communicate with them. Therefore, I can have fundamental

and my own skill to handle with these jobs. From my family and friends’

comments, they all agree those positions match with my personality

because I can bring lots of fun to people all the time.

Obviously, the position of front desk officer needs to use Opera system for

working. I learned it when I studied in the course of Higher Diploma. My

computer skill can make me embark the job easily.

However, the Belbin report also states out that I am not a good teamworker.

I also think that my language skill is not influent enough to communicate

well with customers and colleagues. Teamwork is widely accepted as way

to increase productivity in the workplace (Thornton, 2010) and it is very

common that serve customers with English in hospitality industry.

22

I believe that I can solve the language problem through attending language

courses and self-study daily. To change me to be a good teamworker, I am

willing to take action from now on. I will try to work with different classmates

when doing group assignments and listen more their opinions. Another way

is to read relevant books to know some ways how to get along with people

well.

Although no one is perfect, everyone can make good use of lifelong

learning and merit to change them much better than before. We can have

continuous improvement so that our future will be more bright and full of

challenge. For example I will make good use of learning style preference to

improve my language and academic level. My type of personalities will help

me to face the problem at work as same as I was a trainee in Hong Kong

SkyCity Marriott Hotel.

45

Part B

Section 1: Introduction

1.1 Reason for Choice of Topic

As author is keen on studying every topic which is related to hospitality

industry and she deems that spa is an interesting topic, author chooses it to

her current topic. It is an opportunity that she can comprehend more about

spa business in hotels. Spa has already been turned into a part of business

in hotels worldwide and has been a popular way for people to alleviate

stress and to relax (Tabacchi, 2010). It is regarded as essential element to

a hotel’s success. There is no doubt that most hotels with hotel services so

author want to identify the attractiveness of the hotel spa industry and the

competitors by using Porter’s five forces framework firstly.

In general, author understands that hoteliers use it to earn money and fulfill

consumers’ needs and wants. In fact, spa not only can increase hotels’

profits but also can generate multiple effects to hotels positively if the hotels

can run the spa business successfully. Secondly, she will find out all

potential business reasons for why hotels run spas and also include

advantages of spa services to hotels thoroughly.

Otherwise, to run a spa business is rather expensive and even run a

successful one is very difficult. Many hotel spas still be voted for the best

46

spa from the public. Thirdly, author would like to find out useful ways to

reduce and even eliminate risks of spa business failure currently and in the

future.

1.2 Academic Objectives of This Project are

-To discuss current development of spa services in hotel industry

-To examine the future development of spa services in hotel industry

1.3 Outline of Sections

There are three sections of author’s essay. The first section is an

introduction that it briefly presents the business problem, academic object

and the reasons of choosing the topic.

The second section is the main body of the literature review which is

divided into four parts. The first part is about the makes use of Porter’s five

forces framework to identify threats and opportunities in the hotel spa

industry. Secondly, it introduces current development of hotel spas which is

included spa definition and history, hotel spa classification, spa treatments

and current trends. Lastly, it introduces future trends of hotel spas.

The last section of the essay is summary and conclusion of the literature

review.

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Section 2: Literature Review

2.1 Introduction

There are three mainly historic origins of the term ‘SPA’. The first is that spa

is an acronym for salus per aqua, which means health through water traced

from a Latin verb ‘spargere’ to pour forth (Frost, 2004). Another is that spa

is also the name of the town of Spa in Belgium where hot mineral springs

were popular for Roman soldiers to treat wounds and aching muscles from

a battle (Webmaster, 2002). The last one is that it is implied spring fountain

and it is come from the Wallon word ‘espa’ (Davey, 2011).

2.1.1 Definitions of Spa

De Vierville (2003) stated that originally, spa is an eco-socio-cultural

learning society that attempts to combine all the dimensions of time and

space, temperatures, touch and therapeutic treatments within a context of

goodness, harmony and etc.

However, Ellis (2007) concluded the Global Spa Economy Report 2007

said that spas are entities that enhance wellness through the provision of

therapeutic and many professional services in order to renew the body,

spirit and mind. According to the International Spa Association or ISPA

(2004), it defined that “Spas are places devoted to overall well-being

through a variety of professional services that encourage the renewal of

mind, body and spirit.”

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Meanwhile, the British International Spa Association or BISA (2009) used

the definition as same as ISPA and with the additional second sentence

that: “Traditionally, the intentional and therapeutic use of good quality water

is considered an essential element of the spa experience.” BISA thinks that

water is the main element of spa.

Another widely adopted definition is stated by Lund (2000), he deemed that

spas are establishments used for relaxing, for a social gathering and for a

bath. Currently, the term ‘spa’ is referred to a healthy lifestyle and a place

people use for various purposes. The concept and uses of a spa have been

included relaxation, healing, delightful, renewal, and socialization in a lively

atmosphere (Koh et al., 2009).

In general, spa is a place for therapeutic treatments with water in the very

beginning. Until now, spa is still remained to use water for therapeutic and

other professional services to keep human being’s good health and also it

is a place for socialization and relaxation.

2.1.2 A Brief History of Spa

Spas have been existed for thousands of years ago. As early as 500 BC,

the Babylonians and Greeks are some of the ancient civilizations that loved

spas. They also used spas for their healing therapies and as a very

important process in culture (Morley, 2007).

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Beginning with Emperor Agrippa in 25 BC, each emperor built roman

thermaes (large spa). One Emperor Caracalla, believed that his arthritis

pain could be alleviated in a hot spring in Baden. He then decided to build

the most flawless bathing establishment outside of Rome in 217 AD.

European spa towns existed 2000 years ago during Europe was invaded

by the Romans. Men who were in battle, looked for the hot baths to recover

from their wounds (Night, 2007).

As time passed, full scale spas were established all across the Roman

Empire from England to Africa. At that time, spas were regarded as

therapeutic havens. People went to the spas to soak in the water, to get

massaged, to chat, to do exercise, to see entertainment, to eat, and to

conduct business. Therefore the Roman experience of spa began to spring

up all over the world (Edispu luxury, 2010).

2.2 Porter Five-Force Analysis for the Hotel Spas

In this section, hotel spas are analyzed by Michael Porter’s Five-Force

Analysis (Porter, 1980). This includes an assessment of entry of new

competitors, customer power, suppliers, substitute products and

competitive rivalry (Figure 2.1). The subsequent analysts have added

services and features that augment spa operation.

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Figure 2.1: Michael Porter’s Five-Force Analysis

Source by: 12Manage (2011)

2.2.1 Competitor Entry

With the continually growth of hotel and resort spas in recent years, there

are many barriers. Competition increase, manpower supplies are

insufficient and lots of properties create brand strategies. Hotel, resort and

destination spas have highly barriers to entry comparing with day spas

because of huge amount of capital investment. The capital investment may

raise exit barriers which make competition retain higher than one would

expect as less efficient participants remain and dilute the supply (Tabacchi,

2010).

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2.2.2 Buyer Power

Frietag (2009) demonstrated that there is a drop in buyer spending on

luxury goods and services. A part of the drop seems to be connected to

reductions in travel rather than to having spa treatments daily. To cater local

guests are hotel spas’ main business comparing the hotel spas that depend

on travelers. ISPA (2010:1) reported that “Spas still serve a predominantly

female clientele, though they are actively seeking to diversify the client

base, with 45% of spas using packages targeted toward men.”

According to Skininc (2009), men are less affected by the economic

recession in their spending habits and finds women aged 40+ as today’s

power consumer. Likewise, Tabacchi (2010:110), said that “spas may also

benefit from what was called ‘lipstickeffect’, which was noticeable during

the Great Depression. As the economy sank from 1929 to 1923.” The

concept is that consumers are still willing to spend money on some

luxurous goods even during times of economics stress.

Thus, spas consumers will spend on spa services in difficult times as well,

but they might choose relatively cheaper treatments or brands. For

example, Diagonal Reports copied by Skininc (2010:1) stated that “Facial

skin care is also one of the most recession-resistant spa treatments.

Consumers are willing to continue spending, and even to pay premium

prices, for quality professional services to maintain the face, which is the

most visible body part.”

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2.2.3 The Power of Suppliers

Hotel spas are facing three categories of supplier power as follows:

products, equipment and labor.

For product supplier power, nowadays, there are many producers that

dominate supply and lead to oversupply of the spa products in the spa

industry including hotel spas (Skininc, 2010). Therefore, buyers (hotels)

have more power over suppliers. If spa products are developed more

differentiation and special, product supplier power may increase. On

contrast, if spa products are more commoditized, product supplier power

may decease as everyone can purchase the spa products at the market

easily (Tabacchi, 2010).

Equipment supplier power is medium because of high switching cost

balanced with a relatively low level of differentiation. It is true that spa

equipment is very expensive such as facial machines and fitness machines

and hotel spa operators need to pay high switching cost if they order to

purchase the equipment (Tabacchi, 2010).

Tabacchi, (2010:110) said that “The recession has reduced labor suppliers’

power, which had been high because demand outpaced supply.” According

to U.S. Spa Industry Study copied by Skininc (2010), spas are hard-working

to retain quality employees; however, 39 percent are reporting an

increasing lack of qualified candidates in the industry. ISPA members note

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that maintaining quality staff is needed to be investments in training and

education. Tabacchi (2010) also deems that after the receeion relents, the

labor suppliers power will return to high again. At the same time, those

candidates preforming spa therapists will be more standard and

professional as some leading universities like Cornell provide a serious

academic spa training in the relevant hotel courses (Ellis, 2007)

2.2.4 Substitute Products

In fact, there are a large variety of substitute products instead of having spa

services in the hotels so the threat of substitutes in the hotel spa is

relatively high. Apart from purchasing home spa products such as candle,

lotion, message oil and home massage chairs (ISPA, 2009) consumers

may join health club or fitness centre which facilities are similar to spas,

hire personal massage therapists in their homes and purchase. If they

prefer to spending more less on the products, they will buy self-help book,

yoga videotapes (Tabacchi, 2010). Traveling to exotic destinations to have

traditional therapies and even going to cruise are expensive substitute

options for consumers (Burt, 2009).

2.2.5 Industry Rivalry

For hotel spas, industry rivalry can be described as intense. Hotels not only

compete with other hotel spas and resort spas, but also compete with local

day spas and destination spa as well. As entry barrier of day spa is lower

that hotel spa, local consumers have a wide variety of choices for spas.

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Besides, if the hotel spa’ target market is travelers, then it needs to

compete with resort spa and destination spa. Generally, those kinds of spas

are sharing the same market with hotel spa (Foster, 2005; Mandelbaum,

2008; and Tabacchi, 2010).

2.2.6 Conclusions for Porter’s Five Forces

Although there are high barriers to let hotel create its spa services, highly

competition hotel spas are facing such as resort spas and day spas.

Consumers have lots of choices instead of hotel spas. Although the spa

industry enjoy the benefit from the lipstick effect, hotel spa operators must

differentiate themselves as distinctive facilities with high quality service

levels other than price to retain consumers. The operators must also

exactly recognize the needs and wants of the market segments they need

or want to attract. Because a correct market strategy will lead a spa to face

both future competition and future opportunities (Tabacchi, 2010).

2.3 Current Spa Services in Hotel Industry

In this section, it includes classification of hotel spa, types of spa treatments,

reasons of providing spa services in hotels and the current trends in hotel

spa industry.

2.3.1 Classification of Spa

Paul De Vierville (2003); Frost (2004); and Kinaadman (2010) classified the

spa service in hotel as hotel spa or resort spa which depends on the

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location the spa service provided. However, an organization of PKF

Consulting Hospitality Research or PKF (2008) also classified the spa

service as urban hotel spa. The following descriptions illustrate those

classifications:

Hotel Spa

A spa owned by and located within hotel providing professional spa

services, fitness activities, wellness components and spa-cuisine menu

choices (PKF, 2008). There are often minimum age restrictions for

individual treatments in hotels (NY Wellness Guide, 2004). For example,

Four Seasons Hotel Hong Kong Spa only allows children who are 12 years

old or above to enjoy a massage treatment (Four Seasons Hotel, 2011).

Resort Spa

Leavy (2003); Bergel (2003); and Williams (2003) claimed that some resort

spas are cross between destination spa and hotel spa. Besides, they

clarified resort spas are a place where offers a variety of recreation

activities to the spa guests, like eating, sport activities and etc. One of

features of the spa is that it is located at the natural landscape.

Urban Hotel Spa

Spa facilities are established within modern cities. Surrounded by

commercial buildings and urban residences, these spas can also attract

local people similar to a day spa. The spas are normally smaller than resort

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spas, unless a large percentage of their usage is generated from a local

membership base. In this circumstance, the size of the spa can be large

enough to include an elaborate fitness centre and related facilities (PKF,

2008).

2.3.2 Spa Treatments

Spa treatments provided in hotels include body treatment and beauty/face

treatment (PKF, 2008). According to Schletterer (2008), “Today’s

guests…are extremely health-conscious…” Therefore, most hotel spas are

designed with fitness centre, wellness treatment and individual program

(Tabacchi, 2010). The following briefly descriptions illustrate those

treatments:

Body Treatment

Body treatment involves body scrub and body wrap. Both are to exfoliate

guests’ skin and boost their circulation. Different kinds of massages are

also involved to improve health and well-being by relaxing muscles and

improving circulation. Actually, the body treatments are very popular spa

services in hotel (PKF, 2008).

Beauty/Face Treatment

Facial, make-up, manicure and pedicure, hair treatment and skin

exfoliation are the items of the treatment offered to customers. Facial is the

most famous spa service among other beauty/face treatment (PKF, 2008)

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Fitness Centre

The fitness centre equip with cardio equipments such as stationary bicycles,

treadmills and rowing machines. It includes a wide range of strength

machines to target every major muscle group along with a squat rack and

Olympic bar with optional weight to cater for the guest (PT plus, 2011).

Wellness Treatment

There are various physical practices such as yoga, tai chi, meditation,

qigong and aerobics for choosing. The participants can be even taught by

tutor individually to be their personal physical program (Kinaadman, 2010).

2.3.3 Reasons for Providing Spa Services in Hotels

Numerous spa hotels are found over the world. Most people might think

having spa services in hotels can be beneficial to hoteliers, however, spas

services can meet needs both of hotel guests and owners. In this section,

the article is going to discuss the reasons of providing spa services in

hotels.

Health Lifestyle

Crabtree (2008) mentioned that "Hotel spas are now seemingly

ubiquitous." Apart from that, She stated that hotels added spa operations to

increase revenues and profit and to meet increasingly consumer

health-conscious in past decade as spas can lead them toward holistic

healthy balance of the mind, body and spirit.

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Now, having spas in hotels have still met the need of hotels guests. Since

living a healthy and better lifestyle has been the consumers’ top priority,

spas have been more sought-after and have been viewed as necessary

elements to a hotel’s success rather than being just a luxurious hotel

(Mandelbaum et al, 2008).

Powell (2006) said that massage is the most popular aspect of the full spa

experience. For health aspect, it is good for specific concerns of the body

and is also a preventative treatment which helps spa-goers to maintain

physical, mental and emotional well being.

There is no doubt that why hotels include spa and let customers patronize.

Demand from Guests

Both Crabtree (2008) and Foster (2005) mentioned that many people were

expecting to enjoy spa services when they travel. In resort hotels, likewise,

groups and individual leisure travelers prefer to having spa treatments in a

tight schedule rather than playing a round of golf (Mandelbaum, 2008).

Corporate guests are even now seeking for spa services while they are

traveling for business. The reasons are that busy work schedules, high

stress levels, and increasingly focus on one’s well-being impel them to

spa.

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In order to fulfill the demand, many urban and convention hotels are

offering spa services as well (Foster, 2005). For example, business

travelers in the Middle East expect some leisure components which include

spa treatment to be a part of their hotel visit so Hyatt hotel in there will

generate some element of leisure in order to maintain high-occupancy

rates (Gebhard, 2007). Marta (2008) introduced the same idea that spas

have become necessary services to corporate guests as they prefer to a

hotel that offer spa services increasingly.

There are evidences that people are seeking for spa experience. It is a

chance that hotels have spa treatment to fulfill all of them in order to drive

more customers and revenues. For example, Grossman (2005) recognized

that the growth in guests’ demand for spa services so that he released a

Spa Book of Small Luxury Hotels. Customers can search all ranges of spa

services offered by the hotels around the world through the book

conveniently.

Hotel Image Maintenance/Enhancement

Owning a famous spa can raise a hotel’s image and reputation so that can

attract more new guests and loyal customers. There is a good example:

The Ritz-Carlton Hotel Company LLC can earn much from Clinique La

Prairie which operates health spa and medical center and is well-known for

its cellular therapy (Booth, 2007). Because of the name, goodwill and

reputation of Clinique La Prairie, lots patrons come from it and the name

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can successfully raise their attention to the hotel so it can generate much

profits as well.

There is another example to prove the reason. According to Crabtree (2008)

said “The U.S. Grant always maintained a reputation in the mid-tier of

hotels, but stepping into the luxury tier it becomes part of the international

marketplace, and you have to have a spa component.”

Additionally, Ellis (2008) said that developing a spa brand in a hotel can

increase awareness with consumers. It has been a common scene that

many hotels are branding their spas currently as they use them to draw

consumers. The reason is that brands have their own specialty and culture

which consumers currently purse to try various spa treatments (Ellis, 2008).

Profit to Hotels

As spa can attract hotel guests, corporate travelers, residents, retail

consumers and local day spa customers (Butler, 2006), it has already been

an important profit generator for hotels and resorts (Crabtree, 2008). Butler

(2006) also stated that spas maintain a higher percentage of revenues to

hotels.

Basically, spa revenues are divided into 3 main categories which are spa

service revenue, spa membership and daily-use revenue, and spa retail

and other revenue (Peterson et al, 2007).

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Otherwise, a successful spa can bring positively affect on a hotel’s financial

performance. HVS (2007) reported that a well planned spa can improve a

hotel’s RevPAR (revenue per available room). Its appraisal and consulting

services for hotels and resorts around the world demonstrated that “hotel

RevPAR increased roundly 11% from 2003 to 2004 and 10% from 2004 to

2005, while spa revenue per occupied room increased roundly 21% and

4%.” (HVS, 2007) For example, PKF (2006) posted that “From 2005 to

2006, total hotel spa revenue grew from $2,886 per available room (PAR) in

2005 to $3,166 PAR in 2006…9.7 ‘%’ increase compares…to the 8.2 ‘%’

increase in total hotel revenues and 5.9 ‘%’ gain in sales from all other

operated departments.” Likewise, resort spas earn from a larger leisure

demand from guests so the average resort spa generated $4,368 PAR in

revenue in 2006.

Obviously, one of the reasons hoteliers owning spas aim to earn more

profits to sustain their businesses.

Maintaining Competitiveness

In the past, a hotel offering the spa services was considered luxurious.

However, hoteliers realize that it is necessary to have a spa to remain

competitive (Foster, 2005). Hence, spas are basic component of a

hotel/resort. Many four and five star hotels/resorts need to have a spa in

order to remain competitiveness commonly (Singer, 2009). Crabtree (2008)

also reported that all five star hotels must have spa services if they want to

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stay competitive.

It is clear that the new generations of spa goers demand spa experience

during their hotel stay (Lerner et al, 2008). For example, American travelers

expect a hotel which they visit has a modern spa as usual as common

services like room service or valet parking. It has already been their culture

(Crabtree, 2008). Therefore spa services have become a standard hotel

amenity and hotels must notice it in order to remain competitive

(Mandelbaum et al, 2008).

It can prove that having spas in the hotels not only for money but also for

maintaining competitive among the industry as well.

2.4 Current Hotel Spa Trends

It is extremely correct that “Trends that will help keep hotel spas attracting

customers.” by Ellis (2010:4) Understand current trends can be an

invaluable tool for hotel running a successful spa business. Spa operators

can then find a clear direction and plan strategically. Analyzing trends can

find out more opportunity to capture more potential profits.

The term ‘trend’ can be defined as the general direction in which something

tends to move (American Heritage, 2004). Understanding the spa trends

give hotels foresight which things should be offered and also provide

insight into the current state of the industry itself (Ellis, 2008).

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2.4.1 Men Spa

There are a range of new demographics patron spas, from kids to

teenagers to ladies and the elderly, even most men have began being

spa-goers currently. It is because men found that spa is the quickest way

for them to reduce stress, help improve their sports performance and a

healthy way to keep relaxation (Spafinder, 2010).

Mayer (2010) mentioned that one-third of consumers who visit hotel spa

and resorts are men. According to Brown (2009) and Treatment Abroad

(2010), an increasingly growing number of men are going to spas with their

lovers, with their friends, or on their own. It is a great opportunity that Hotel

spa and resorts have been continually developing to offer more innovations

in the spa services (Mayer, 2010).

Among the most popular spa services, deep tissue massage is men’s

favorite (Mayer, 2010). It is a health massage therapy that will help release

chronically tense and relieve pain and restore normal movement (Witchell,

2011)

Additionally, they also purchase facial packages. Now, men are also

conscious of their physical outlook. There is supported by recording

number of male guests who go to hotel spa and resorts for men facial

packages. (Mayer, 2010)

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Hence, hotel spas /resort spas should maintain or create those kinds of spa

services to male guests for at least attraction to try other spa services at the

properties.

2.4.2 Salt Caves and Spas

Salt caves and spas offering salt therapy is a centuries-old Eastern

European naturally health tradition (Sunflower, 2011). Both are the hottest

trend now. Clinical trials have revealed that “salt to be beneficial for some

respiratory diseases like asthma, as well as common skin problems like

acne and psoriasis.” (Spaseekers, 2011) Because of its benefits, there are

many salt therapy centers are established over the world (Apria Healthcare,

2011).

According to Spafinders (2011), “… asthma is a global epidemic: 300

million people worldwide suffer, with 40% estimated to be children.

Therefore, many of the new salt therapy ‘day’ centers feature dedicated

kids’ rooms, while home salt-inhalation devices are also on the rise.” For

example CastaDiva Resort in Italy, Aria Resort & Casino in US, Taba

Heights Resort in Egypt and etc have the treatment to guests.

It is obviously that hotels and resorts should offer the service to consumers.

The services not only attract people who care their physical outlook but

also attract people who suffer from respiratory diseases like asthma. It can

bring hotels and resorts a new target customer.

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2.4.3 Asian Treatments

Although Thai massage, shiatsu and acupuncture have been spa services

on global spa menus for a long time, Asian spas continue to be still popular

in Asia and even over the world (Spaseekers, 2011). Ramani (2010) stated

that Asian spas are still trends and most travelers go to Thailand in order to

experience traditional Thai massage. Therefore, hotels/ resorts in Thailand

like Four Seasons, must include traditional Thai treatments in spa menu.

Otherwise, “The ‘Zen’ nature of Asian design has influenced spas across

the world. And some of the most famous hotel/resort spa brands have

emerged from Asia, not only because of the continent’s diverse,

established cultures of wellness/healing, but because low labor costs made

for strong profits” (Spafinder, 2011). It is a good idea that hotels can catch

up the spa trends with low costs but high return.

2.4.4 Customization

According to ISPA (2008), spas have also been catering to guests’

relaxation. Guests can select almost anything their ‘own’ preference like

fragrance and music to suit their mood. For example, The Grove Park Inn

Resort & Spa in Asheville allows guests to choose from a mountain, water,

sky or heaven themed offering to help relieve muscle tension and reduce

stress (ISPA, 2010). Vita Blue Spa in Monterey Bay Hotels will customize a

package of spa treatments to meet customers’ individual needs, resulting in

an experience of revitalization (Woodside Hotels, 2010).

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Hence, customization can create an unique spa experience for their guests.

There is a personal service that clients can book plenty of time of their

booking to create a special treatment followed by guests’ design (ISPA,

2008).

It's all about the labels as 2011 looks like seeing a boom in franchised and

branded health spas. 2011 will prove a breakthrough year for global spa

franchise expansion and spanking-new spa brand models.

2.4.5 Branded Spas

Previously, luxurious décor, quality service, and professional therapists

could attract consumers successfully (Brown, 2009). However, consumers

currently seek for brands and treatments they trust (Spaseeker, 2011). In

fact, after a spa builds up an unique brand identity, the hotel will enjoy a

powerful competitive advantage and should attract more guests even their

budgets are under pressure (Brown, 2009).

Therefore most hotel chains are building strong brand into the spa like

Dove and high-end luxury brands are expanding into spa like Bulgari.

Those brands can highlight the importance of special services (Brown,

2009). For example, Shangri-La’s Chi Spa brand has successfully

incorporated signature elements throughout their 19 properties, while

retaining enough uniqueness at each property to create every Chi Spa a

different experience (Brown, 2009). Their spas features are based on

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Chinese theory of the Five Elements and natural healing methods found in

the traditional well-being practices shared by many Asian cultures. The Spa

follows the traditional techniques of its host location and culture

(Shangri-La, 2011).

Another example: According to Brown (2009), “The ESPA brand has

established a strong identity across a vast number of spas around the

world and they have mastered the art of training spa therapists to provide

highly consistent, quality treatments.” Hence, Peninsula hotels can attract

and maintain a vast number of guests to spa continually.

2.4.6 Green Spas

Nowadays, spas and spa consumers concern about terms like ‘green’,

‘eco-friendly’, ‘natural’, ‘organic’, and etc. Consumers would like to choose

a green spa and seek for the spa that they respect nature such as recycling

and offering organic food (Spafinder, 2007). They appreciate the spa can

contribute to sustainability, the health of guests, themselves and the planet.

For example, RockResort Spa in Colorado is built from a concept of

environmental sustainability, using wind-powered electricity and building

from recycled wood (Skininc, 2008).

According to Message magazine (2010), there are 85 percent of spas in

the world which apply environmentally sustainable practices. As the growth

of environmental sustainability is important to consumers, ISPA members

have revealed by increasing partnerships with suppliers who abide for the

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same Earth-friendly principles. It is a signal that hotels/resorts should keep

their spas more green and eco-friendly.

2.5 Future Trends of Hotel Spa

Simultaneously, anticipating future trends can also be useful for planning

and designing probable spa services in the future. Trends are not fads and

those seem as a kind of knowledge which is as close as one can get to

seeing the future.

2.5.1 Private Spa in Hotels

According to Madrid (2010), “The hotel of the future will be more personal,

connected and responsive.” It is true that most hotels will provide a private

spa in suites. Guests increasingly demand for privacy and individuality.

Guests enjoy personal private spa in their hotel suites. Hence, they can

experience various services without having to leave their rooms. Guests

are willing to pay for high-quality services so that hotels offering spa suites

will gain market share (Spatrade, 2008).

Currently, hotels and resorts like Grand Hyatt Hong Kong and Banyan Tree

Phuket have already provide high-end in-room spa amenities for their

guests (Garrow, 2008) Although the concept is now new, hotels need time

to restructure and redesign their spa facilities. Guests can enjoy it in the

future.

2.5.2 Specialized Spa Hotels

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Schletterer (2008) pointed out that there are two aspects in the future

development of hotel spa: Specialization and personalizing are the range of

services offered. He also said that the spa hotel must be outstanding in the

future.

There are three ways to go for hotel spas: Firstly, hotels have a central

theme like health or sports. Secondly, hotels focus on a specific target

market such as kid (Times, 2003) or men and low-function hotels focus on

a cosmopolitan target group. The latter offers a limited but high-quality

services at a reasonable price (Schletterer, 2008).

Simultaneously, many medical spa hotels are opening worldwide. These

hotels combine health and medical care with offering specialists in spas.

Most of these hotels will be limited because of the high costs within the

medical area. In the next 10 years, specialized hotels will gain a market

share of 25 to 30% (Skininc, 2008).

2.5.3 Medical Spas

According to the World Health Organization, by 2020 the top five diseases

will have the contributing factor of stress. Spa treatments like massage

have been proven to heal stress reduction (ISPA, 2011). Spa concepts will

keep on focusing on preventative health care in the future. Medical

examinations will soon be a part of medical spa services (Schletterer, 2008).

70

Guests can expect more nurses and health professionals like nutritionists

to develop more mecically oriented spas in hotels(D’ Angelo, 2010).

2.5.4 Cultural Diversity to Avoid Misinvestment

Cultural diversity become more crucial to be related to the target groups’

social backgrounds and their cultural conventions. It is important for hotels

to respond to the consumers’s individual needs in order to avoid

misinvestment. Hotels have to offer numerous ways of enjoying the sauna

experience (Schletterer, 2008).

Moreover, different countries have different meanings of the methods of

spa areas. For example, a sauna is a area to socialize in UK (Expatica.com,

2009); however, it is a area of cleaness of body in Finland (Joronen, 2010)

and the sauna is a area of health care in Northern and Eastern Europe

(Schein Media, 2007).

2.5.5 Exceptional Spa Experience with the Help of

Architecture and Design

The hotel spas will be designed to fulfil the specific needs of the target

groups. Architecture and design will be more useful. Architecture can make

guests feel comfortable and the interior design will be supported by specific

decoration to combine special themes (Schletterer, 2008).

In the future, nature will be the main theme in the hotel and the spa. Hence,

71

the interior design will be full of natural elements with organic materials,

artificial trendy products and natural light effects. Furthermore, future

guests want their holiday as a form of freedom so that guestroom sizes will

be larger than today (Spatrade, 2008).

72

Section 3: Summary and Conclusion

3.1 Summary and Conclusion

Fundamentally, the basic reason is to fulfill consumers’ needs and wants

like health lifestyle and demand of spa treatments. After people understand

spa can earn much profit to the properties, there is continually growth of

hotel spas recently. It means highly competition such as resort, destination

and day spas in the hotel spa industry. Therefore, reasons of having spa

services in hotels are to maintain competitiveness and maintain/increase of

hotel image.

Frietag, (2009) stated that although there is a drop in buyers spending on

luxury services and goods, they prefer having spa treatments rather than

going to travel. According to Tabacchi (2010:110) that “Spas may also

benefit from what was called ‘Lipstick effect’…” It means that consumers

are still willing to spend money on spas even during times of economics

stress. It is attractive that many competitors inside the industry.

However, many opportunities still exists for hotels to discover in order to

fight with other competitors. For an instance, “Trends that will help keep

hotel spas attracting customers.” by Ellis (2010:4). Accurately, analyzing

trends is a key for identifying more opportunities to capture more potential

profits. Author also agrees with it as those potential trends are examining

historical spa trends and analyzing current spa consumer’s preferences of

73

spa services by professional spa experts or some authoritative spa

organization like ISPA.

They have regular meeting which is discuss annually and future spa trends

and announce to the public. For example, according to Skininc (2009), men

are less affected by the economic recession in their spending habits; and

ISPA (2010:1) reported that “Spas still serve a predominantly female

clientele, though…the client base, with 45% of spas using packages

targeted toward men.” It is correct that one of the current trends is ‘Men

spa’.

Mayer is correct that men spa is still a current trend in the industry. There

are many hotel spas offering the services like Chuan spa at Langham Place

Hotel Hong Kong and Bliss spa at all W hotels around the world. Chuan

spa was rewarded the best Mens SPA treatment of 2006 from Baccarat

AsiaSpa Award (Men1000, 2008).

Simultaneously, trends are not fads. if a business is sucessful, the hotel spa

operators also need to anticipate future trends and change strategic plan

follow the trends. For example, according to the World Health Organization,

by 2020 the top five diseases will have the contributing factor of stress. It

is wise that medical spa ,which can provide a preventative health care, will

be one of future trends. It is exact that spa in the future can be a preventive

method for people to be more health.

74

In this study, author can finally meet two objectives set as follows: (1) To

discuss current development of spa services in hotel industry and (2) To

examine the future development of spa services in hotel industry. For the

current development, author understands that there is highly completion in

the hotel spa industry. Day spa is the main completion as the capital

investment is the cheapest among other spa investments. Besides, threat

of substitute products is relatively high like home massage chairs and

purchasing home spa products. For the current trends, author identifies

that men spa, salt caves and spas, Asian treatment and etc. Author agrees

that salt caves and spas are popular services to customers as there are

many people suffering from asthma worldwide. She suggests that hotel

spas in Hong Kong can offer this type of service to guests.

For the future development, Porter five-force analysis let her knows that

there are highly competition hotel spas in the future as well. The spa

operators must recognize the needs and wants of the market segments

they need or want to attract. Hence, they should examine future trends

which can know what customers are going to pursue about the spa

services. For the future trends, she knows that private spa in hotels,

specialized spa hotels, medical spas and etc. According to Madrid (2010),

hotel will provide services personally to customers. Relatively, the private

spa in hotels will also be popular. According to the World Health

Organization, there are five diseases will have the contributing factor of

stress in 2020. At that time, many people will seek for relevant services to

75

ease or eliminate stress increasingly.

3.2 Shortcomings and Limitations of the Study

In this study, author only depends on secondary research and lack of

primary data to show to readers. It is difficult that there are not enough

journals discussing hotel spas. Hence, she needs to spend much time on

finding relevant text books, magazines, news, hotel spas reports and etc.

Otherwise, as there is a word limitation and many current trends and future

trends are suggested by many professional spa experts and authoritative

spa organization. It is a time-consumed that constrain author to filtrate a

number of the most recognized trends among other trends.

3.3 Area for the Further Study

She has two recommendations about the further study. Firstly, it is good

idea to conduct a primary research. Researchers can understand the exact

preference of spa services in hotels and what services they will purse in the

future. Also, they can understand where they enjoy spa services other than

hotels. Those data can be more accurate to tell the truth to the researchers.

Secondly, she suggests the person who wants to study the topic can also

go to spa consultant websites such as Schletterer, Health Fitness

Dynamics and etc which also publish relevant articles and news regularly. It

is very useful for the study.

76

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Appendices A: Reflective Statement

After completing this professional project, I learn much about myself and

the topic of hotel spas. Factually, the project is useful for her personal

development and a part of knowledge in hospitality industry. It can also

enhance my interest of searching more hospitality news and article to read.

Finally, In Part A of the project, I did three different sorts of tests. These

tests can give a clear direction for my future career and improvement on

her weaknesses. The VARK test is to describe learning methods. I got 11

scores and 10 scores in aural and write/read learning methods. It indicates

that both methods are suitable for my further studies.

Myers-Briggs Type Indicator is to evaluate people and describe their

personality types. Author got the highest scores, 66%, in both types of

ESTP and ESFP. These types mean that she belongs to extroverted and

has both thinking and feeling ways to make decisions. ESFP person would

take action to solve problems. ESFP person have strong sense of urgency

realizing what needs to be done firstly.

Belbin Team Self-Perception Inventory shows different people their own

team role in a group in accordance with their patterns of behavior in the

group. For team role, I prefer performing as Completer Finisher, Resource

Investigator and Implementer with getting 97 scores, 96 scores and 66

scores respectively. These roles perfectly match with the requirements of

87

guest relation officer and front desk officer. The former one needs to

develop contacts and communicate well with each customer. The latter one

needs to finish works of check-in and check-out fast and accurately.

Furthermore, the test shows that I am a good person for developing outside

contacts. These jobs are suitable for me exactly.

For the least preferred role, I got 0 score for performing as Teamworker

which is exactly the lowest compared to other roles. However, I have never

noticed I am not a teamworker and do not realize any problem. I thank for

Belbin test which let me realize my weakness of being a role in a team.

In Part B of the project, as I keen on studying every topic which is related to

hospitality industry and I deem that spa is an interesting topic. I choose it to

my topic. After completing the study, I gain much understanding about hotel

spa industry and its current and future trends of its services to customers.

Spa services providing in hotels are not only for fulfilling consumers’ needs

and wants like health lifestyle, demand of spa treatments and gain much

profits. Other reasons are as follows: Maintain competitiveness and remain

reputation.

As to be a guest relation officer and front desk officer who both need to

have good salesmanship and be familiar with each service and product

hotel offered. Nowadays, groups and individual leisure travelers prefer to

having spa treatments in their visiting hotels or resorts. Corporate guests

88

are even now seeking for spa services while they are traveling for business.

The reasons are that busy work schedules, high stress levels, and

increasingly focus on one’s well-being impel them to spa. Both positions

may be the first staff to approach guests. In order to perform responsibility

of selling hotel services and products to customers, I need to understand

more about hotel spas. Hence, I can persuade more guests to purchase

and enjoy hotel services and packages successfully. Spa services can

enhance a hotel’s image and reputation. After guests enjoy the services

very much, they will be a repeatedly guest and be word-of-mouth of the

services to others. Lastly, my job can be beneficial to the hotel.

Although no one is perfect, everyone can make good use of lifelong

learning and merit to change them much better than before. For the poorest

result in the Belbin test, I have started to work with different classmates

when doing different group assignments at school and have borrowed

relevant books from libraries to know ways on how to get along with

everyone well. As I think my language is not good enough for handling my

work, I will apply language courses like Spanish and also learn English and

Mandarin by self-study in the short term. Otherwise, each country has its

own culture and taboo. In order to serve different types of customers in

appropriate way, I prefer reading the relevant books to obtain the

knowledge.

I am both ESFP and ESTP person. The differences between them are

89

feeling and thinking. I cannot just depend on my own feelings to make any

decisions when I am working. As I lack of working experience, I will observe

how colleagues cope with problem and consult with them.

In the long term, in order to continuously promote and maintain

competitiveness, I will apply the Master of International Hospitality

Management. Aural and read/write learning methods are suitable for my

learning style so I may attend the course at school. Hence, the lifelong

learning can bring more positive support in my future career.

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