Spa Executive | Issue 13 | December 2019

ISSUE #13 DECEMBER 2019
SPA EXECUTIVE
FOR LEADERS IN THE BUSINESS OF WELLNESS
GROWTH
Chiva-Som reopens
Thailand location
and announces
Qatar location
Andrew
NEWS
Victoria Beckham’s
“game changing”
skincare product
Gibson
THE WELLNESS TOURISM ASSOCIATION AND WHAT IT TAKES TO BECOME
A WORLD RENOWNED WELLNESS DESTINATION

PUBLISHER
Roger Sholanki
EDITOR
Elizabeth Bromstein
COPY EDITOR
Andrea Coreas
DESIGNER
Shajee Aijazi
Note from the Publisher
We’re winding down a decade, and in the last month of the aughts, it’s incredible to look back at
all the changes in spa and wellness over the past ten years or so.
Consider the surging interest and research in wearables, the Internet of Things and consumer
genomics, just to name a few things that were barely on the consumer radar a decade ago. Not
to mention the general interest in wellness, which has become probably a bigger global
phenomenon than anyone expected.
Like the word “spa” not too long ago, we may still be having some trouble defining exactly what
“wellness” is. That’s something Spa Executive discussed with Andrew Gibson, of the Wellness
Tourism Association in this month’s Spotlight interview.
Andrew Gibson said that, to him, wellness is “a pathway that is part of a journey.” He added,
“Wellbeing is the ultimate goal. To be in a state of ‘wellbeing’ means that you’ve found a
satisfactory condition in fitness, mindfulness, and, to some degree, spirituality. So it’s ‘mind,
body, and soul.’ Wellbeing is the state you’re trying to attain and wellness are the different paths
along the journey to get there.”
I like this description. It suggests that people are fellow travellers in something ongoing, and
reflects the changing nature of the advances and discoveries that are leading us into the next
decade. It’s a journey for us, it’s also a journey for the industry.
And as we wrap this decade up, let’s enjoy the holidays (those who celebrate) and give our
fellow travelers some extra attention and cheer. This means saying thanks, being a place to take
a break from the stress of the season, and elevating our customer experience (as ever) and
employer brand.
Spa Executive
The online magazine for Spa
Executives, featuring news
and exclusive interviews.
Then, let’s keep it going into the new year and beyond.
Happy holidays.
Roger Sholanki,
CEO, Book4Time

Contents
December 2019 Volume 13
3
NEWS
Victoria Beckham’s “game
changing” skincare product
created in collaboration with
Augustinus Bader
3
4
MANAGEMENT
4 holiday gifts for your spa team
members that cost nothing but
are actually priceless
6
MANAGEMENT
11 strategies for attracting top
talent to your spa
8
BUSINESS
Six ways to delight your
customers this holiday season
15
10
13
GROWTH
Chiva-Som reopens Thailand
location after extensive
renovations and announces
plans for Qatar location
TECHNOLOGY
Smart toilets may be the next
great wellness technology
15
SPOTLIGHT
Andrew Gibson on the Wellness
Tourism Association and what it
takes to become a world
renowned wellness destination
19
FEATURE
Scientific proof that massage
can reduce stress during the
holidays
8 10

VICTORIA BECKHAM’S
GAME
CHANGING
skincare product created with Augustinus Bader
Victoria Beckham has released her first
skincare product, Cell Rejuvenating Priming
Moisturizer, in collaboration with Augustinus
Bader. Bader is a professor of Cell Techniques
and Applied Stem Cell Biology at the University
if Leipzig, in Germany, co-founder of
Augustinus Bader Group of Companies, and
creator of cult skincare favourite The Cream.
He counts among his fans Danuta Mieloch,
celebrity facialist and founder of Rescue Spas
day spas in New York and Philedelphia. In
October, 2019, Vogue reported that The
Cream, which retails for $265, was on track to
exceed sales of $20 million this year.
Beckham, who introduced her eponymous
makeup line this fall, has been working with
Bader to create their Cell Rejuvenating
Priming Moisturizer, which is branding itself as
“a new gold standard in science-backed
beauty,” where “revolutionary science meets
illuminating crème.”
According to a media release, the lightweight,
fragrance free, creme moisturizer acts as a
moisturizer and primer, and features renewing
skincare technology, creates an instantly
gratifying glow, and features Bader’s proprietary
TFC8 technology to contribute to the
skin’s own repair and renewal systems.
Ingredients include:
• Natural black tea ferment, “rich in organic
acids and group B vitamins which plumps
and smooths skin”
• Natural papaya extract, “to brighten and
soften”
• Micro algae extract, “which works to
augment collagen production and enhance
elasticity”
• Plant-derived polymers “which act as a
breathable film on the skin to allow makeup
to be applied smoothly and without
clogging pores”
• Optical powders “which instantly refine and
reduce the look of pores while giving a
natural radiance.”
“Infused with powerful actives, the Cell
Rejuvenating Priming Moisturizer is clinically
tested and shown to help support cell
turnover and improve radiance, plump and
tone skin, while immediately minimizing the
appearance of pores and imperfections. This
clean, high-performance priming moisturizer
combats long-and short-term signs of aging,
creates an instant radiant glow, and flawlessly
prepares your skin for whatever comes next.”
Beckham has long been a fan of Bader’s
technology, according to her World Of Victoria
Beckham website, and she wanted to create
a product that is “really active as well as
clean.”
She said in a press release, “It’s been a
dream to develop, with Augustinus, a priming
moisturizer that works to improve the health of
my skin and gives me that fresh, natural glow
that I love,”
Bader said, “These innovations come from
cell biology over the last 20 to 30 years. [They]
finally made it to a product that everyone can
use.” He also called the moisturizer “a game
changer in a skincare product.”
03 | Spa Executive
News

4Not
everyone celebrates, but the holidays are
in the air in many parts of the world.
If you’re looking for some great gifts to give
your valued team members, there are a few
that are readily available, that will cost you
nothing, and that are priceless in value. This
doesn’t mean you shouldn’t also give something
material, if you want to. Go ahead and
splurge. They deserve it.
But also consider offering these priceless
gifts that cost nothing to your spa and
wellness team, if you aren’t already.
1
priceless holiday gifts for your
spa team members that cost nothing
everything. So many employees, no matter
what the sector, feel unappreciated by their
manager. And too many bosses, also no
matter what the sector, live by the “no news
is good news” rule, only providing feedback
when something is wrong. When all is well,
they can’t be bothered to say anything. Don’t
be that employer. Especially in a sector that
asks so much from team members, whose
job it is to provide support, often both
physical and emotional, day in and day out,
to spa customers, and who often suffer from
burnout. The holidays are a time to remember
your gratitude. Say a verbal “thank you” to
Gratitude
each of your team members, or write a note.
Your trust
In our spotlight interview this month, Andrew
Gibson of Sensei and the Wellness Tourism
Association said many insightful and interesting
things. And one of those was, “Perhaps
the most difficult part of being a leader is
learning to let go.”
He went on to explain, “You appoint people,
give them a clear vision and achievable goals
and support them towards those goals. Every
member of the team should have goals or
clear objectives. And then you have to trust
them and let them lead. And you have to
accept when doing that, that they will do
It costs nothing to say thank you, and means
things differently from you, and even make
2
Management
Spa Executive | 04

mistakes. If you want to build a great team that is
successful and enjoys what they’re doing, you have to
accept that some things are not going to go quite the way
you want or expect them to go.”
Giving your team members your trust and confidence will
go a long way towards building the team you need to be
successful. It will also be gratefully received – nobody likes
to be micromanaged – and improve your relationships.
Plus, once you let go and give people your trust, the
burden of all that responsibility is lifted from your
shoulders. So, giving someone your trust is also a gift to
yourself.
3
Time
Yes, you’re busy (possibly even overwhelmed and burning
out), but it’s important to take time to be with the people
on your team and focus on them. Have a conversation
about their lives and goals and show an interest in who
they are and how they are enjoying their work life.
This does not necessarily mean a group outing, lunch, etc.
In fact, some people regard work gatherings as a burden
rather than a joy around this time of year. They have
friends and family they barely have time to see, and now
they have to take time out of their day to spend even more
time with the same people they see every single day. It’s
4
not everyone’s idea of a good time. On the other hand,
your team might love a work get together. Only you truly
know. Do what will make people happiest, but do spend
some time.
Help
Shane Bird of Turning Stone once told us that the key to
managing a successful team is “being willing as a
manager or director to do everything, and to really get in
the trenches. To be able to get in there and work with
someone, whether it’s at the front desk or collecting
towels, and to do whatever they are doing. You cannot
stay in an office. Your team has to see you engaging the
guests in the way you want the guests engaged.”
This not only serves to set an example and motivate team
members, it demonstrates that their work is valuable and
important. Stepping in and helping your employees with
their tasks helps them get through the day, makes their life
easier, and creates a camaraderie and bond that you
won’t have otherwise.
Ideally, managers should be giving these gifts all year
round. But the holidays are as good a time to start as any.
These gifts will benefit you, your team members, and your
business.
Happy holidays.
05 | Spa Executive Management

11
STRATEGIES FOR ATTRACTING
TOP TALENT TO YOUR SPA
Are you looking for top talent for your spa
and having trouble finding and attracting the
right people? You’re not alone.
We all know that recruiting can be difficult in
spa and wellness. It’s a candidate’s market in
many places, with more jobs than people
available to fill them. Massage therapist is a
job that is growing faster than average in the
US, according to the BSL. And in the US
alone, at this time last year, there were nearly
40,000 unfilled spa industry positions.
But that doesn’t mean it’s impossible to
attract the people you need. There are surely
tactics you haven’t tried, or even considered.
Here are 11 strategies for attracting top talent
to your spa or wellness business:
1
Identify the person, or people, you
want to recruit.
Yes, you know you want an aesthetician or a
massage therapist. But what else do you
need in a team member? What does “fit with
your team” look like? What level of experience
do you require? How many languages do
they need to speak? Be very clear on what
you’re looking for before you go looking for it.
2
Be realistic.
But be realistic. It’s common for companies
to list “nice to haves” in job posts and when
recruiting. Keep those to a separate list, and
treat them as bonuses if you find them. If you
set your bar too high you’ll miss out on all
kinds of great people. Remember what we
Management
Spa Executive | 06

said above about it being a candidate’s
spas out there, and many of them need team
opportunity for advancement, and also that
3
4
5
6
market out there.
Find talent where it hangs out.
One you know who you’re looking for, you
can figure out where to find them. What
social networks are they most likely to use,
and in what groups on those networks are
they most active? What connections do you
have to them? Go and find them. Can you
partner with a local school for placement?
There are a lot of ways to reach people
beyond just posting a job online and waiting
for the applications to come in.
Build your employer brand.
You know what this means, right? It’s the
image you present to candidates as an
employer. It’s how you appear on social
media and it’s in the stories you tell. It’s the
thing that makes people say, “That looks like
a great place to work! I want to work there.
Let’s make it happen.” Your employer brand
should be relevant and consistent.
Fix issues in your workplace.
Before you can present your amazing
employer brand, you have to create one. A lot
of businesses out there are trying to present
the image of being a great place to work – it
helps if you actually are one. This means
doing some digging to find out if your current
employees are genuinely happy with their lot
and, if not, why not and what you can do to
fix it.
Identify the reasons people should
want to work for you.
Continuing with the above, if your employees
are happy, why is that? What makes them
happy about working for you? Those are the
things you want to highlight. There are a lot of
7
8
9
10
members a lot more than the team members
need them. So, why should someone want to
work for you over anyone else? Is it your
incredible benefits program, your amazing
workplace culture, your mission and values?
Your wildly empathetic and communicative
management team? If you can’t think of
anything, well, there’s one of your problems
right there.
Tap your network and team for
referrals.
According to the 2018 ISPA Workforce study,
“word-of-mouth and/or peer referral” was the
method that had been most commonly
employed by spa management and service
providers to find their current jobs. Just like
job seekers should be tapping their networks
for jobs, so should employers be doing the
same for team members.
Offer referral incentives.
Offer referral incentives to your team. If you
want them to do the work, which will
ultimately benefit your company, they should
be rewarded for it.
Use social media.
Beyond just posting a job on LinkedIn, use
your social channels to find the talent you
seek. They are most definitely out there, since
almost everyone uses some form of social
media. Use social to promote your employer
brand, to get engaged in industry related
conversations, to join relevant groups, and to
connect with people who can connect you to
new talent.
Offer opportunities for advancement.
Research has shown that one of the main
reasons people quit any job is a lack of
11
more than 80% of people have to leave one
company for another in order to advance
their careers. Nobody wants to feel like their
life is going nowhere and live the same
experience day in and day out. How can you
create pathways to advancement or at least
the feeling of upward mobility at your place of
work? (We have some ideas here).
Provide a good candidate experience.
Job hunting is hard and can be demoralizing,
and this is compounded by potential
employers who offer a bad candidate
experience. They’re late for their own
interviews and can be rude and dismissive.
Worst of all are the employers who ghost
candidates, even after several rounds of
interviews, and don’t even follow up to let
them know they didn’t get the job. People
often wait for an update, literally for weeks or
months, and meanwhile the employer in
question has hired someone else and totally
forgotten about them. It’s cruel to put people
through this, and it does not make you look
good. They will not forget, and they will not
say nice things about their experience, which
is damaging to that employer's brand.
In spas, we’re looking for team members who
are empathetic, hard-working and have
integrity. We can start by being those people
ourselves. Just that will go along way towards
bringing in the people we want as team
members.
07 | Spa Executive Management

Six ways to delight your customers
this holiday season
The holidays are truly upon us. Do you love
them? We love them. They’re a time of cheer
and joy. They’re also a time of opportunity for
your spa business. Don’t waste it!
Use this time of year to thrill, dazzle and
delight your existing customers, and to bring
in new ones. There are so many ways to do
that. Here are just a few.
1
Say thank you
Every day should be customer appreciation
day, but the holidays are an extra special time
to show your customers how much you value
your relationship with them. Be sure to send
a message of gratitude to your guests.
2
Surprise them with a gift
This is an obvious gesture, and probably the
least we can do. Your loyal customers
deserve a little something, which will also
serve to remind them of why they are your
loyal customers (because you’re so
thoughtful). This could come in the form of a
product, service, upgrade, or anything you
can come up with. And your new customers
also deserve a little something, don’t they? If
a first time guest feels appreciated and is
wowed, they’re more likely to become a
second and third time guest.
3
Personalize their gift
One issue with holiday gifts is that so many
are useless and/or not of interest to the
recipient. Don’t give out gifts nobody really
wants. Fortunately, as a spa you can collect
Business
Spa Executive | 08

data on your guests and keep notes of their
purchases and preferences in your software
system. This means you have everything you
need to give them a personalized gift that you
know they will love! For example, give the gift
of a product or service they often purchase, a
package of their favourite tea, or something in
their favourite scent.
4
Give extra loyalty points
Use the holidays to give extra loyalty points to
guests both old and new. Regular guests will
love the bonus and new guests will get a kick
out of the head start. Points as a gesture of
the season will encourage people to return to
your spa to use them.
5
Make their gift giving easier
Gift giving is hard, and everyone appreciates
it when a great, readily purchasable gift idea
is put right in front of them! Offer promotions
on products and services, and make your gift
cards available. Create bundles of services
and products. Have gift baskets available.
Consider offering small gifts with purchase,
and encouraging guests to use these as
presents and stocking stuffers. Or offer a gift
to your customer, and one they can also give
to a friend as a referral.
6
Take your customer experience to the
next level above the next level
Sure, you go above and beyond. But how
can you go beyond the beyond? Are you
really doing all that you can with your
customer experience? The holidays are a
time of magic and wonder. Consider how you
can enhance your guests’ connection to
these things through touch, smell, décor,
taste, and sound. Are you appealing to all of
your guests’ senses, including their sense of
wonder?
It’s a busy time of year for many, and it can
be easy to get caught up in just making it
through. Don’t let that happen. Make this a
truly wonderful time, and create memories
with your guests that will ripple and keep your
customer relationships warm throughout the
rest of the year.
09 | Spa Executive Business

Chiva-Som reopens Thailand
location after extensive
renovations and announces
plans for Qatar location
Chiva-Som has reopened the doors of its Hua Hin, Thailand location after a
four-stage renovation project that spanned five years of intermittent closures, the
last of which lasted six months.
Growth
Spa Executive | 10

Complete overhaul
The refurbishment was a complete overhaul of
the resort’s facilities and public areas, and
included improvements to the Health &
Wellness area, the Bathing Pavilion, Niranlada
Medi-Spa, and the seaside restaurant, Taste
of Siam. The new interiors feature teak wood,
Thai silk and bamboo, and a calming,
contemporary color palette, offset by natural
light.
The Spa and Physiotherapy treatment rooms
have been updated to include a hydrotherapy
suite and flotation chamber, while a sunbed
area, new changing rooms, and a new
hydrotherapy pool have been added to the
Bathing Pavilion.
The Taste of Siam restaurant can now
accommodate up to 100 guests with
additional seating and the open kitchen has
been moved indoors to create a casual,
interactive dining experience. A new layout
ensures guests can always enjoy
uninterrupted sea views.
Chiva-Som is opening its first
international location in Qatar
At the same time, Chiva-Som has announced
plans for a new wellness destination in Qatar,
scheduled to open in the second quarter of
2020. Msheireb Properties has appointed
Chiva-Som to operate and manage the resort.
The Zulal Wellness Resort in Khasooma, a
private coastal location about an hour and a
half north of Qatar, will be the brand’s largest
wellness destination and first branded
international operation. It will also be,
according to a release, the Middle East’s first
“full-immersion wellness resort”, and the
world’s first center for Traditional Arabic
Integrative Medicine (TAIM).
11 | Spa Executive Growth

The name “Zulal” refers to “purified water,” and is inspired by “a people’s historic journey across land to the sea and the ever-present search for
water, the seed of life – a concept that encapsulates the history, culture and heritage of Qatar.” Zulal Wellness Resort will offer the highest service
standards rooted in traditional Qatari hospitality.
Spanning 280,000 square metres, Zulal will offer a menu of Arabic and Mediterranean wellness cuisine in a setting inspired by local heritage. The
site will feature a Family Wellness Resort with 120 guestrooms and suites, welcoming guests of all ages, offering dedicated children’s activities, and
promoting family bonding through shared experiences. An adjacent 60-suite and villa resort will cater to guests over the age of 16. The setting will
feature ponds and water features around serene walled gardens, and a media release promises “fully integrated holistic programmes alongside
state-of-the-art international treatments.”
Chairman and CEO of Chiva-Som International Health Resort, Mr. Krip Rojanastien, said in the release, “We are delighted to announce the opening
of this project, on which we’ve been collaborating with Msheireb Properties. This is the first time we have embarked on a management and
operating contract since the opening of our resort in Hua Hin in 1995. We are excited and proud to have created something completely new with
Zulal Wellness Resort, which is the first in the world to showcase Traditional Arabic Integrative Medicine (TAIM), whilst retaining the Chiva-Som DNA
at every touchpoint. The ability to serve families in particular offers guests great flexibility, and we hope it will inspire wellness for a new generation.”
Ali Al Kuwari, Acting CEO of Msheireb Properties, is quoted as saying: “We are very excited to collaborate with Chiva-Som to operate Zulal Wellness
Resort. Our mission as a national real estate developer is to build communities and developments that enrich and enhance the way people live,
work and thrive, while remaining true to our Qatari and Arabic cultural heritage. This partnership with Chiva-Som enables us to provide the best in
ancient Arabic medicine, not just Qatar, but in the entire region. Zulal Wellness Resort will no doubt contribute to the growth of wellness tourism in
the country.”
The resort will adhere to sustainable and environmentally friendly practices and use locally developed products.
Growth
Spa Executive | 12

The smart toilet may be the
next big thing in health data
Smart toilets may be the next big thing in
smart technology for use in healthcare.
At least that’s the plan of a research and
development team of metabolism scientists
at the University of Wisconsin–Madison and
the Morgridge Institute for Research, who are
working towards creating a toilet that can
decode the abundant metabolic health
information contained in urine to provide
insight into user health.
“A virtual liquid history…”
According to the university’s website, urine
contains “a virtual liquid history of an
individual’s nutritional habits, exercise,
medication use, sleep patterns and other
lifestyle choices.” Urine also contains
metabolic information connected to more
than 600 conditions, including cancer,
diabetes and kidney disease.
The research team is reportedly asking
whether frequent monitoring and testing of
urine samples gleans useful real-time
information about an individual’s health, as
well as whether a technology platform can be
created to make the collection process
simple, accurate and affordable.
Study finds samples reveal real-time
information
A small pilot study conducted this year by
UW–Madison professor of chemistry and
biomolecular chemistry, Joshua Coon, and
Ian Miller, a data scientist with the Coon
research group, yielded some insight into to
the first question. The authors conducted the
study on themselves, collecting 110 urine
samples over a 10-day period and submitting
them for a complete readout of their
metabolic signatures. They also used
wearable technology to track their heart
rates, daily steps, calorie consumption, and
sleep patterns.
13 | Spa Executive Technology

Coon and Miller found that the samples did
contain useful real-time information. For
example, the urine showed changes in
biomarkers with a connection to coffee and
alcohol consumption, as well as a spike in ion
intensity when one subject took
acetaminophen. They were also able to
measure the metabolic outputs from exercise
and sleep.
Designing a smart toilet that can
recognize individuals
The team is now designing a “smart toilet”
that can recognize individuals and process
samples from a variety of subjects, with plans
to install the toilet in their research building
and expand the user group.
“We’re pretty sure we can design a toilet that
could sample urine. I think the real challenge
is we’re going to have to invest in the
engineering to make this instrument simple
enough and cheap enough. That’s where this
will either go far or not happen at all.”
Many potential applications
The researchers believe there are many
potential applications for the technology.
Among them are testing how an individual
metabolizes different types of prescription
drugs, and testing whether people are taking
medications properly and if they’re having the
desired effect.
Coon also believes the smart toilet could
have major population health implications. “If
you had tens of thousands of users and you
could correlate that data with health and
lifestyle, you could then start to have real
diagnostic capabilities,” he said. He also said
it might provide early warning of viral or
bacterial outbreaks.
Coon told Digital Trends, “Wearable devices
that collect data continuously are disrupting
healthcare in a positive way. However, they
primarily rely on heart rate and step count.
Toilet sampling of urine in the way we
describe could monitor hundreds of
compounds that can directly report on your
metabolic health and lifestyle.” For example,
he said, the measurements could inform on
everything from chemical exposures to
consumer products to metabolites indicative
of inflammation.
Clear applications for the spa of the
future
The technology has clear applications across
the health and wellness sector, and for the
spa of the future, as discussed in Spa
Executive’s report on the topic.
In the report, futurist James Canton
predicted, “A fusion of next generation
wellness and health informatics is going to
create a new era for spas. The information to
which we will have access will allow spas to
design personalized programs for
enhancement and prevention. If I’m going on
vacation for a week to a spa, I want to get to
the next level of my health and wellbeing. I
don’t want to just lose a few pounds, or just
relax. I’d like to get some insight so I can live
an extra, vital 20, 30 or more years.”

Andrew Gibson
The Wellness Tourism Association and what it takes to
become a world renowned wellness destination
Andrew Gibson is one of the most respected and best
known names in wellness, with more than 30 years of
experience working in the sector.
Mr. Gibson began his career in banking in London before
shifting gears somewhat to study Recreational Management
and Environmental Conservation at the University of
Manchester after which he opened a luxury fitness facility in
the UK, moved to Abu Dhabi and the Sultanate of Oman
managed luxury leisure clubs, designed and built a ladies
spa in Muscat and raised capital to design and build the
award winning Retreat at Aphrodite Hill, Cyprus. He then
went on to become the Managing Director that worked with
the owners and created and managed Six Senses Hotels &
Resorts. That was followed by stints as Group Director of
Spa for Mandarin Oriental; Vice President Spa and Wellness
for Fairmont Raffles Hotels and Resorts; and Vice President
Wellbeing and Luxury Brands at Accor Hotels. He is now the
Senior Vice President of Sensei, the new wellness brand
created by Oracle founder, Larry Ellison and physician, David
Agus.
Created to increase global awareness of wellness, Sensei
recently opened its first resort location, co–branded with
Four Seasons Lanai at Koele, on the Hawaiian island of
Lanai, which Ellison owns. The resort is an all-inclusive
retreat that will focus exclusively on wellness retreats and
offer a comprehensive and fully customizable program
tailored to the needs of individual guests.
Mr. Gibson is a founding member of the Global Wellness
Institute and the Chairman of the Wellness Tourism
Association (WTA). Established in 2018 to be the “voice of
the wellness tourism industry,” the WTA’s goals are to create
a common set of industry standards, to educate and
increase awareness of Wellness Tourism, and to provide a
networking platform for people in the industry.
We spoke to Andrew Gibson about the WTA, the meaning of
“wellness,” and what it takes to become a world renowned
wellness destination.
Please tell us about the goals of the WTA
The primary goal of the WTA is to define “wellness tourism,”
as opposed to “health tourism” or “medical tourism.” The
WTA is working to help define our industry, and to educate
the public so they can recognize legitimate and credible
wellness suppliers and operators.
The second goal is to help the industry sell wellness,
because at the moment, if you look at hospitality and hotels
in particular, it’s actually quite complicated to sell something
to somebody looking for wellness. If someone wants to go
on a “wellness holiday,” it takes quite a lot of investigation to,
first, find out what exactly they’re seeking and, second, to
then match that up with premises and locations that can
15 | Spa Executive

Spotlight
16 | Spa Executive

provide it. Our aim is to find a more
streamlined way of helping the public
understand what they’re asking for, and to
provide agents and travel advisors with a
better way of communicating what’s available.
What does wellness mean to you?
Wellness to me is a pathway that is part of a
journey, such as fitness. It’s part of a process
of making you feel better. Reading a book,
going to the library, studying arts, gardening,
meditation — these are all journeys along the
wellness path.
Wellbeing is the ultimate goal. To be in a state
of “wellbeing” means that you’ve found a
satisfactory condition in fitness, mindfulness,
and, to some degree, spirituality. So it’s “mind,
body, and soul.” Wellbeing is the state you’re
trying to attain and wellness are the different
paths along the journey to get there.
Everybody has different ways of describing
wellness, and I don’t think any is right or
wrong. But, I also think it’s important to create
some universally accepted definitions.
This is like how there was once some
question over the definition of the word
“spa.”
Yes. Yes. In the early 2000’s, the definition of
“spa” was hotly debated. To some it was just
a hot tub, to others it was mineral springs.
Today we all know that if you say, “I’m going to
the spa,” you’re going for a massage or
treatment, but not long ago it was less clear.
That’s kind of where we are with wellness
today. Wellness is still in a state of flux where
people are experimenting with the use of the
word and trying to figure out exactly what it
means to them.
That is something that the spa industry has
done well. Over the years it has created some
standards and definitions, so that if you go to
a spa, you kind of know what to expect. I
think that’s where the wellness industry has to
get.
Why do you think wellness tourism is
experiencing such huge growth?
There are different factors. One is that
governments in some countries have shifted
focus to prevention rather than cure. Studies
have shown that it’s a lot cheaper for society
to keep people healthy than it is to deal with
sick people. So, the media messaging from
governments is becoming about prevention,
which spurs companies to look at ways of
meeting that demand. I think hotels have
naturally evolved into wellness. Not too long
ago they started putting in swimming pools
and gyms, which is now fairly standard in
hotels with four or more stars. Then they
moved on to adding saunas and spas. Then
they added yoga classes and fitness classes.
And today — and this really excites me —
hotels are thinking about how to weave
wellness into the design of the hotel; into the
food, the guestroom, and the environment.
Also, there’s just a lot more talk in the media
and more awareness of wellness. Factors
have combined to increase the demand for
thoughtful wellness design and activities.
What do you think is the secret to
becoming a world renowned wellness
destination?
One thing I’ve learned is that you can have
fantastic facilities, wonderful designers, and
an excellent menu, but that won’t matter if you
don’t have good people with a passion for
what they do and who do it really well. You
can tell a massage therapist with a natural gift
from one that is just going through the
motions. That’s the secret of what makes a
world renowned spa, wellness facility, or
hospitality company: they find the best
people.
What about the secret to being a
successful leader?
I’ve seen, and worked for, many different
types of successful leaders. One thing they all
have in common is the ability to motivate. You
have to be able to motivate people.
But perhaps the most difficult part of being a
leader is learning to let go. You appoint
people, give them a clear vision and
achievable goals and support them towards
those goals. Every member of the team
should have goals or clear objectives. And
then you have to trust them and let them lead.
And you have to accept when doing that, that
they will do things differently from you, and
even make mistakes. If you want to build a
great team that is successful and enjoys what
they’re doing, you have to accept that some
things are not going to go quite the way you
want or expect them to go.
What are you most excited about right
now?
I’m very excited that we are on a wellness
wave, where wellness becomes interwoven in
the fabric of life for many countries around the
world. And that opens up new avenues that
we’ve not explored, from what wellness will
look like in people’s homes to how it will
change the shape of design in community and
in cities of the future. So, that’s really exciting.
And I’m excited about the next generation. I
particularly enjoy mentoring and helping my
colleagues that are going to be the next
generation of leaders.
17 | Spa Executive Spotlight

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Scientific proof that massage can
reduce stress during the holidays
The holidays can be a stressful time, even if
you love the season.
A survey conducted last year by the American
Psychological Association found that 38% of
people said their stress levels increased over
the holidays and that this affect was more
marked in women than in men (44% vs 31%).
Other surveys have found that much higher
numbers — as many as 90% — of people get
stressed out over the holidays about a variety
of things. These include money, weight gain,
crowds and long lines, travel, and spending
time with relatives. And this stress can have
real consequences on both physical and
psychological wellbeing.
Fortunately, the massages offered at your spa
can help your guests cope with the
skyrocketing stress levels associated with the
most wonderful time of the year. If people are
looking for scientific evidence that massage
can reduce stress, here is a roundup of
findings about the effects of different
applications of massage – including
reflexology and facial massage – on stress
and anxiety levels.
Massage therapy decreases stress and
anxiety
Researchers at the Touch Research Institutes
examined studies on the effects of massage
therapy on biochemistry, including decreased
cortisol and increased serotonin and
dopamine levels. The research reviewed
included studies on depression, pain,
auto-immune conditions, HIV, breast cancer,
and stress from work, aging, and pregnancy.
In studies in which levels of the stress
hormone cortisol were measured, significant
decreases, averaging 31%, were noted. In
studies measuring the neurotransmitters
serotonin and dopamine, both of which
contribute to feelings of happiness and
wellbeing, an average increase of 28% was
noted for serotonin and an average increase
of 31% was noted for dopamine. The authors
19 | Spa Executive Technology

wrote, “These studies combined suggest the
stress-alleviating effects (decreased cortisol)
and the activating effects (increased
serotonin and dopamine) of massage therapy
on a variety of medical conditions and
stressful experiences.”
Another study found that subjects who
underwent Swedish massage twice a week
experienced decreases in cortisol levels and
increases in oxytocin levels. Researchers also
found slight evidence of increased white
blood cell counts.
Reflexology is associated with stress
reduction and decreased blood pressure
A 2007 study at Angela Ruskin University
examined the effects of reflexology on stress
and anxiety and found that patients who
underwent reflexology treatments
experienced bigger decreases in anxiety and
cardiovascular activity than a control group.
These results were consistent with “stress
reduction,” said the authors.
Also, a 2017 study published in the European
Journal of Integrative Medicine found that
hand reflexology alleviated anxiety without
any adverse effects on patients before
coronary angiography, and concluded that it
can be recommended as a
non-pharmacological nursing intervention
along with other methods to relieve patients’
anxiety.
And a 2006 study published in the Journal of
Korean Academy of Nursing looked at the
effects of a self-foot reflexology massage on
depression, stress responses and immune
function in middle-aged women, and found
that there was a statistically significant
difference in depression, perceived stress,
systolic blood pressure, and natural-killer
cells. The authors concluded that “a self-foot
reflexology massage could be utilized as an
effective nursing intervention to reduce
depression and stress responses, and to
strengthen immune systems in middle-aged
women.”
Facial massage lifts mood and calms
anxiety
Facials aren’t just good for the skin. They’re
also good for mood and wellbeing.
A 2008 study at Kyushu University, in
Fukuoka, Japan found that a 45-minute facial
massage reduced anxiety and alleviated
negative mood in healthy adult women.
The study involved 32 women, ranging in age
from 20 to 40. Each received the same type
of facial massage, in which the face was first
massaged using a cream-based lubricant.
That was followed by a steam treatment, after
which the face was massaged again with a
moisturizing lotion. Heart rate and
parasympathetic and sympathetic nervous
activity were measured before and after each
massage. Mood and anxiety levels were also
measured. Parasympathetic nervous activity
increased during the massage, and
sympathetic nervous activity increased
afterwards. The former is linked with a
relaxed physical state, and the latter to a
stimulated physical state, and study authors
theorized that facial massage may have a
stimulating or refreshing effect as well as
relaxation benefits.
The study also found significant decreases in
anxiety and negative mood. “These results
suggest that the facial massage had strong
effects on stress alleviation, or psychological
relaxation,” said the authors.
Technology
Spa Executive | 20