Tourism Review Online Magazine - Spa: Traditional and Local

Spa and wellness resorts can be found in all the corners of the world. The offer of spa treat-ments of each country how-ever includes a unique touch of the local culture and traditions. Learn more about Japanese onsens, Thai massage or even Turkish hammams.

Spa: TradiTional and localSPA

— 28 —

SPA spa: Tradit ional and local

march, 2011

Traditional spa treatments are commonly practiced in spas today and help generate a lot of spa visits, particularly to hotel and resort spas. Many tourists like to experience the local therapies and treatments of their travel des-tination to take away a unique memory and to gain knowledge relating to how traditional treatments have been used for centuries to assist the wellbeing of local residents.

A selection of popular traditional spa treat-ments which spas confirmed they promote on their spa menus are described below (source: Intelligent Spas, Global Spa Benchmark Pro-gram):

• Thai massage is one of the most popular and successful, traditional spa therapies offered. It is not only a popular choice of locals and tourists in Thailand, but is also practiced widely across the world, enabling many Thai spa therapists to be employed in foreign countries. It also effectively promotes Thailand as a poten-tial travel destination to those who expe-rience Thai massage outside of Thailand.

• In Indonesia, the Balinese massage is a very popular traditional spa treatment as is the Javanese massage.

• Philippines’ national massage is called Hilot massage and is practiced widely across the country.

TrAdiTionAl spA TreATmenTs: hiloT, lomi lomi, shirodhArA…

— 29 —


march, 2011

• Some more unusual traditional spa thera-pies are gaining popularity including the heated sand treatment in Japan, where the spa guest is dressed in a special suit, lies down in a sand box and is covered with heated sand for around 15 minutes. This is a detoxifying treatment and is also being practiced now in other countries including Taiwan.

• Traditional Chinese massage and medi-cine are both widely offered in spas across the Asian region, and are gradu-ally becoming available in other regions including North America. These treat-ments enable spa guests to experience ancient Chinese culture without neces-sarily travelling to China.

• Simiarly, Ayurvedic medicine is also prac-ticed in many spas around the world, with the Indian head massage called Shi-rodhara, widely promoted in many spa destinations. This traditional treatment involves hot oil being gently poured over the forehead of the spa guest.

• The korean bathhouse is a well-known tradition whereby the spa guest typi-cally alternates the use of plunge pools, steam room and sauna at their own pace and completes the experience by scrub-bing and washing themselves in adjoining public shower areas containing individual stools and hand-held shower hoses.

• In comparison, spas in the Middle East are known for the Hammam treatment, which includes the spa guest spending some time in a large, public steam room and receiving body scrubs performed by spa therapists.

• African Wood massage is commonly offered in South African spas and is known to mimic rhythmical patterns of African dance using Swarthout dumbbells.

•

• • Hawaii’s popular traditional massage is

the Lomi Lomi, which is also widely prac-ticed in spas across the globe.

• Bathing rituals across Europe have been common for many centuries and are

now becoming more popular across the world, with many large scale bathing developments, as well as extensive aqua-medic or specially designed circuit pools, being developed in various luxury spas within the Asia Pacific and North America regions.

The majority of spas offer “signature treat-ments” which usually combine elements of traditional treatments and ingredients found in the spa’s local area. These signature treat-ments are generally used to entice guests to visit the spa and are typically a package of mul-tiple treatments, which provides higher reve-nue compared to standard spa treatments.

Intelligent Spas’ last consumer research enti-tled “Female Versus Male Spa Consumers” found spa guests preferred both facial and body treatment products to be made from fresh, local ingredients, as opposed to internationally known skin care brands or the spa’s self-branded skin care range. This is good news for spas that are on tight budgets and do not have the cash flow to stock volumes of expensive brands.

Given the nature of spas which is “healing through water”, it is important they embrace traditional therapies, not only to help maxi-mise visits, but to also carry on the important traditions of their culture.

By Julie Garrow (managing director, Intelligent Spas)http://www.intelligentspas.com

— 30 —


march, 2011

In the hot-spring heaven that is Japan, there are a countless number of onsen from Hok-kaido to okinawa, from those of luxurious spas in nondescript concrete buildings to rotenburo set in pristine natural surroundings.

Obviously what lures millions of onsen bath-ers back again and again is that wonderful feel-ing of just being able to close your eyes and forget about life’s daily hassles – the boss, the crowds, the headaches. The relaxation effect of onsen, however, is just the tip of the iceberg.

“onsen therapy has various medical effects,” says yuko Agishi, a 71-year-old physician and honorary professor at Hokkaido university. “It is a type of alternative or complementary med-icine, not directly curing the cause of the dis-ease but treating the body as a whole; assist-ing in recuperation, rehabilitation and disease prevention.”

These medical benefits have given onsen a central role in balneotherapy, which is a com-prehensive bathing treatment conducted to maintain health, normalize dysfunctions and prevent illness. Generally, the elements in this therapy are onsen, gases and climatic and geo-graphical factors.

In the Edo Period (1603-1867), onsen ther-apy, then called toji, was widely practiced by the common people. For work-wearied farm-ers, toji was an especially valued feature of

JApAnese onsen TherApy: reCuperATion of weAry Body

— 31 —


march, 2011

their hard lives. After a long day’s work, they would go to an onsen to relieve their mental and physical strains as well as to ready their bodies for the next day’s toil.

Just as those sons (and daughters) of the soil used toji to recuperate, so today’s stressed-out workers are turning to “onsen therapy” (nowa-days, generally termed “balneotherapy”) as well.

Balneotherapy is often conducted in combi-nation with other treatments such as aquatic therapy and massages.

“According to Archimedes’ principle, a per-son experiences just one-ninth of their weight when underwater,” says Agishi. “Therefore, it is a lot easier to move around and do exercises in the water. Aquatic therapy is most effective for those who need rehabilitation, whether because of a car accident or neurological dis-orders.”

The onsen’s chemical makeup is one of the key elements of balneotherapy. According to the 1979 revision of the 1948 onsen Law, nine types of onsen water are recognized as having

proven medical benefits. These are nisanka-tanso-sen (spring water high in carbon diox-ide), tansansuisoen-sen (hydrogen carbonate), enkabutsu-sen (chloride), ryusan-sen (sulfate), tetsu-sen (iron), io-sen (sulfur), sansei-sen (acidic), hoshano-sen (radioactive) and tanjun (spring water that lacks these attributes but has a temperature of over 24 degrees).

“For example, sulfur onsen are quite effective for chronic articular rheumatism,” says Agishi.

Bathing in these various types of onsen is used to treat other illnesses, such as arthral-gia, chronic skin diseases, diabetes, constipa-tion, menstrual disorders and so on. And by partaking of this natural therapy instead of using conventional medication, it is believed that people can also strengthen their immune system and thus enhance their ability to heal themselves.

There is, however, another way to absorb these minerals – insen (drinking medicinal spring water).

what is onsen?Because of Japan’s volcanic terrain, natural hot springs are found throughout country. Known as onsen, they are one of the highlights of any visit to Japan. There are more than 3,000 onsen in Japan. Although most hot springs baths are developed inside, many hot springs baths also have an outdoor bath known as a rotenburo or notenburo (also called open-air hot springs bath). Baths may be publicly run by a munici-pality or privately run by a local ryokan.JapanTravelerOnline.com, JibTV.com

— 32 —


march, 2011

of course, people don’t drink the water they bathe in. Spring water specifically suited for insen is certified by the prefecture to be drunk unfiltered.

“Drinking onsen water has a stronger effect on the body than just bathing in it,” says Agishi, “because the stomach and intestines directly absorb the water.”

In Japan, however, the concentration of chem-icals in spring water tends to be relatively low, so balneotherapy is focused mainly on bathing. By contrast, in many European countries spring water sources are rich in chemicals, and so peo-ple there tend to favor insen over onsen.

Among European countries, Germany has one of the most established systems for balneother-apy, and there are many facilities dedicated to onsen therapy. Typically, patients will stay there for three to four weeks, with the cost of their treatments often covered by insurance.

Similarly in Japan, onsen therapy may also be covered by insurance if a doctor’s prescription states that a patient is in need of the treatment for a certain illness. But in practice, this con-stitutes a tiny proportion of the total, because onsen stays are generally regarded as a fun trip to be combined with eating good food, rather than as a part of medical therapy.

“In Japan, people generally visit onsen for one night only as a break from their daily routines,” says Agishi. “And that is certainly refreshing. But from a medical viewpoint, onsen therapy takes at least three weeks.”

unlike in Europe, though, at present there are very few facilities in Japan offering such long-term therapy.

However, in 1996 the government-approved Minkan katsuryoku kaihatsu kiko, known as Minkatsu (organization for Development of Private Participation in Public Projects), was asked for assistance to promote onsen resorts at a time when many were going bankrupt.

Instead of concentrating on tourism, the association, to which Agishi belongs, focused on the medical aspects of onsen, and from 2000, Minkatsu officially started to take action.

one of their first accomplishments was the publication of “onsen Ryoho no Techo (The Book of onsen Therapy)” in 2002. This contains detailed explanations of onsen therapy and its effects, as well as a list of 310 doctors and spe-

cialists in the field so that readers can contact them for advice. The book also lists 509 onsen resorts with onsen therapy facilities, and their prices.

By disseminating information about balneo-therapy to the public, Minkatsu also aims to encourage both local governments and pri-vate companies to build facilities for long-term onsen therapy.

“With the aging society, onsen therapy is what we need now,” says Agishi. “It builds the confidence of old people because they can move around more freely in the water. This therapy will treat them without strain – and they’ll enjoy it.”

It is thought that the imminent graying of Japan is just what the ailing onsen industry needs.

According to Health, Labor and Welfare Ministry data, there are at present 23 million Japanese aged 65 and over. Toshiyuki Sato, the 73-year-old chairman of Minkatsu, estimates that when members of the dankai no sedai (baby-boom generation), who are now in their mid-50s, hits 65, there will be more than 30 million elderly people in Japan.

“In the near future, the elderly are going to be the key to Japan’s vitality,” says Sato. “With onsen therapy, the government can keep health insurance from rising, and the elderly can keep their health in order to work.”

Photos: JNTOBy Masami Ito (The Japan Times)http://www.japantimes.co.jp

— 33 —


march, 2011

Thai Massage, like most Asian methods, is a technique used to give the massaged person an experience of the total body. It is similar to acupressure and Shiatsu combined with stretches and yogic Asanas. Its nickname has become, “yoga for the lazy”.

The best thing about Thai massage is that, like yoga you get flexibility, inner organ mas-sage, oxygenation of the blood and quieting of the mind. Through deep muscle stretching, joint release and emphasis on the breath, Thai massage offers many of the same benefits as yoga.

An ingenious system of movements allows the therapist to manipulate the client without much effort. Every movement is designed to support the client as well as the therapist. It’s amazing how much more we are able to move when another person is providing assistance and encouraging us to relax. It is an interac-tive form of bodywork, quite unlike any other Western or Eastern forms. While it does include work by the practitioner kneading muscles, what makes it particularly helpful is its unique stretching. you remain passive while the prac-titioner does the movements to you.

Thai Massage will strengthen the client phys-ically and harmonize their energy so a new life experience can arise. It combines techniques often used separately in western physiothera-

pies such as Trigger Point Therapy, Myofacial Release Techniques and Neuro Muscular Ther-apy.

Thai Massage works on the major meridians, also called energy lines or Nadis, which run throughout the human body. It aims to harmo-nize the body, to loosen blocks, and to recoup

deficiencies along the energy lines. In con-trast to traditional Chinese medicine, which uses acupuncture to manipulate the pres-sure points, Thai Massage stimulates these same points with healing touch. Therefore, the points suffer less stress, and life energy, or Prana, is allowed to freely circulate.

Through application of pressure on energy lines and points, and a vast array of passive stretching movements performed with the hands, feet, knees and elbows, the body expe-riences profound relaxation, peripheral stimu-lation of internal organs, increased flexibility and increased flow of energy.

Along with influencing the energetic side, Thai Massage also works on the physical body. Starting at the feet and progressing up to the head, the client’s body will be moved, loos-ened and stretched. The combination of ener-getic and physical aspects is unique to Thai Massage, and so are its effects.

Thai Massage is a way to prevent sickness. It helps to dissolve blocks before they mani-fest psychologically or physically, and it also improves flexibility. Injured athletes, as well as those suffering from handicaps or stress are another target group. Essentially, anyone will benefit from this powerful technique.

It is a meditative practice for both client and practitioner, reflecting the states of lov-

ThAi mAssAGe: experienCe your whole Body

— 34 —


march, 2011

ing kindness and compassion. Thai massage has always been taught as a spiritual prac-tice done with prayers and as a meditation. A typical Thai massage is 2 hours covering the body quite completely. It is a unique and deep massage that transforms the body to a more flexible, relaxed, lighter and less pain-ful being.

Concerning the treatment, Thai Massage is a floor massage. The fully dressed client lies on a pad or light mattress. The massage is given in silence to allow the therapist to understand the client and to give the client a chance to focus and learn about himself without distrac-tion. To give and to experience Thai Massage is a meditative practice. At the end of the treat-ment, both the client and the therapist will feel relaxed and energized.

http://www.ancientmassage.comhttp://www.thaimassagetherapy.com

http://www.spa-resorts.cz

— 35 —


march, 2011

Health and wellness tourism has been gaining popularity all around the world – not only in the western countries but the less developed one as well. China, Indonesia, Philippines and Turkey are some of the countries where well-ness packages are quickly drawing the atten-tion of local consumers.

ChinA

Spas contributed 96% of the total value sales in health and wellness tourism in 2009. Hotels and resorts pushed spa packages, as declining numbers of guests affected hotels’ revenue due to increased competition from budget hotels. These spa packages were also used to attract guests to stay at luxury hotels, and guests were usually given free spa treatments. The free spa treatments were used as bait, and allowed hotel guests to get a preview of the services offered, and hopefully be persuaded to sign up for spa packages.

Most spa resorts are pure imitations of the Japanese hot springs in terms of decor and layout. However, there is a growing trend to revert to the traditional Tang dynasty imperial spring bath decor in a bid for outlets to dif-ferentiate themselves. Some spa outlets even

offer traditional Chinese medication services, and even have in-house Chinese physicians. These physicians can prescribe food cooked with herbs for customers to eat after their spa. Sometimes the hot baths are infused with herbs which offer different healing or medici-nal effects. The selling point is to offer a total wellness package which starts from within the body, and not just external wellbeing.

indonesiA

Health and wellness tourism in Indonesia is still a relatively new area. While the concept of a relaxing holiday itself is not new, visiting a spa for relaxation is a relatively recent trend, especially among urban tourists

up to 2009, hotel/resort spas are still the most popular form of spas, followed by destination spas. The trend towards spas has indeed been driven by its offering in hotels and resorts, and the concept was then picked up by other players as well. Despite the growth of desti-

wellness Tourism: spA pACkAGes ATTrACTive

noT only To loCAls

— 36 —


march, 2011

nation spas and other spas up to 2009, hotel/resort spas still performed well as new con-sumers looking for spa holidays tend to choose hotel/resort spa packages. Meanwhile, with the still emerging stage of spa holidays, other health & wellness tourism is still negligible in Indonesia up to 2009.

Indeed, there is a growing presence of day spa outlets seen in the bigger cities from Jakarta to Surabaya and Bandung. The demand for such day spas come from the urban dwellers who cannot afford a dedicated spa holiday but still want to experience a spa package. Popular day spa outlets are usually fully booked through-out the weekend and also enjoy high occu-pancy rates during weekdays. Products varied from foot massages to full body massages and other spa treatments. With this trend, other spas have grown the fastest in value terms in 2009.

philippines

There are five main categories of spa in the Philippines, namely hotel/resort spas, desti-nation spas, medical spas, day spas and club spas. Hotels/resort spas remained the largest in 2009, representing 61% of total spas current value sales thanks to the popularity of luxury travel services in the Philippines, particularly among foreign tourists.

Foreign tourists accounted for 62% of the total number of spa visitors. The numbers of domestic and foreign spa visitors both declined

in 2009. However, average sales per outlet in the hotel/resort spas category grew by 20% in current value terms. This increase reflected the closure of 10 outlets due to difficult trading conditions.

Nonetheless, rising health awareness and the global trend towards increasingly hectic life-styles ensured that spas remained very popu-lar among many domestic and foreign tourists in the Philippines in 2009. Popular spa treat-ments on offer in the country include hilot, a traditional Filipino deep-tissue therapeutic massage, and dagdagay, a traditional foot mas-sage.

Turkey

Consumers in Turkey started to be more careful about their health and wellness, and this trend increased sales. When they took a holiday, people demanded more sophisticated packages, which tended to include a spa and wellness theme. A new health and wellbeing trend in Europe swept across Turkey, with the advent of spa resorts and hotels focused on providing relaxation and detoxing treatments ranging from massages to dietary detoxing plans for health-conscious high income con-sumers. Many 5-star hotels started to offer treatment packages and introduced spas into their portfolio of services to attract custom-ers.

There are massage, saunas and herbal ther-apy rooms in many hotels, and some of them have natural water fountains to better stress the theme of wellness. These places are com-petitive in two respects, because they are luxury and also use natural healthy resources. Most of these are run by large companies, and smaller companies have not yet discovered this potential. Hotel/resort spas are grow-ing because of their luxury, and foreign tour-ists and high income domestic tourists prefer them. other spas, including traditional natural spring water spas, are growing due to their popularity amongst citizens.

http://www.euromonitor.com

— 37 —


march, 2011

For centuries Turkish hammam continues to exist as one of the major components of the ottoman and Turkish culture with its peste-mal, rubber, large and bright dome and unique architectural beauty.

Hammam was built not only as a place for washing oneself. Turkish hammam is also health and entertainment center where

people gather and organize social activi-ties.

Hammam is the home of the tradition of physical and spiritual purification. The body and skin are cleaned and purified from tox-ins, the blood circulation increases, immune system is stimulated so that the physical and mental system are regenerated

enJoy The TreATmenT

There are a number of accessories that are specific to the Turkish bath and are still used. Bath gloves that are made of palm root and the Turkish pestemals (bath towels) are the most important ones. Also the pumice stone which is used to rub the feet is always available in the hammam package. Inlaid copper, silver or brass bath bowl is one of the most beautiful examples of handwork.

Hammams in Turkey are open from very early times in the morning until late at nights. The time of stay in the Hammam is not limited. Customers can stay there as long as they want.

After undressing in small cells at the entrance of hammam, people pass to the hot room for taking Turkish bath. The keeper of Turkish ham-mam asks the customers if they want to have a massage or bath glove. usually the correct procedure is to have both of them. If massage and bath glove is asked to be provided, after the process of sweating for half an hour, the customer is washed by a masseur or a rubber. Dry pestemals are given to the customers who wish to enjoy sauna after the bath.

Also a spread of a dry pestemal is necessary to lie on the heated marble slab (gobek tashi).

The Turkish Bath temperature varies between 35-45 centigrade degrees according to the

Turkish hAmmAm: physiCAl And menTAl reGenerATion

— 38 —


march, 2011

season. As for the temperature of sauna, it is between 55-60 centigrade degrees. Firstly rub-bers wash their customers and then rub them with the help of a thick bath glove and wash them again.

Lastly, depending on the customer’s request, rubber lets the customer to lie on the heated marble slab. Then, begin to massage with his/her skillful hands.

After ending the operations of bathing, rub-bing, massage and sauna, the customer passes to the cool room (sogukluk) wrapping himself or herself the a dry pestemal given by the rub-ber.

There is an attendant waiting to change the pestemals and the towels of the customer. After that the customer goes to the rest room. Here, customers sip delicious drinks that are served to them while resting on the sofa.

whAT Are The effeCTs?

Turkish hammam is the home of physical and spiritual purification. There are two types of Turkish baths. These are Turkish baths that are working with artificially heated water and the spas that are working with natural hot water. The healing hot spring water contains sulfur and salt. That’s why thermal spas are used in the treatment of rheumatic diseases, skin dis-eases and nervous breakdown. However, the

use of continuous hot water and the ambient temperature of 35-45 centigrade degrees cre-ate an environment of high humidity.

This ambience raises the body temperature and activates all the organs. This change is very beneficial to the human body.

Rubbing the body by the bath glove (after staying at the high-humidity environment for a long time), accelerates the skin renewal by removing the dead skin cells. This process keeps the skin fresh.

Doctors have been explaining the positive effects of sweating on the human health for centuries. Sweating is as important as breath-ing for the body. In the historical Turkish bath people sweat approximately 1.5 liters within 15 minutes, which helps the kidneys. Toxins constitute ten percent of the sweat. Sweating in the Turkish hammam opens the pores of the skin. Therefore it is frequently used in the treatment of cellulite.

In addition, this method is good for arthri-tis and many other diseases. It speeds up the heart beat and blood circulation.

To go to the hammam can be risky for the car-diac patients and the people with blood pres-sure problems. These people should consult a doctor before going to the hammam.

http://www.turkishhammams.com

Documents

Tourism Review Online Magazine - Spa: Traditional and Local