Seen through the lens of business, the Romanian spa market has been, and continues to be growth since 2012 when the industry carved out its own niche in our country, reaching in 2018 a turnover of approximately 314 million euros. Year last year, the spa market in Romania grew by around 10% compared to 2017, when its total was €24.4 million, of which €8.8 million came from spa therapies by relaxation (not including body contouring and beauty therapies), according to data from www.desprespa.ro
The year 2020 has both deflated and numbed this industry!
One can feel the presence of a wave of initiatives to revitalize, develop and legislate the balneo spa industry in Romania, with weak results or left on hold, but which are nevertheless alive thanks to people who really believe in placing Romania on the international spa map, who are making consistent efforts for this industry to have very clear, constructive and applicable legislation.
Romania has what, it has who, but it still does not have HOW to revive and develop to its true potential. Starting from the invaluable resources, such as carbonated waters, oligomineral, alkaline, ferruginous, chlorine, chlorine, sulphurous waters, therapeutic lakes, mophos, muds, salt mines, phytotherapy, climate factors, to the absolutely magical places that our country has, the spa and balneo industry needs support, large investments, infrastructure to actually reach these places, plus a lot of active involvement.
Romania has tremendous potential to grow the spa market and we can dare to see it as a 5* Spa Destination!
Firstly because we have a magnificent resource of “natural goodness” that is exploited and under-utilised, and secondly, although we live in these times of profound change and challenge, the hotel market has not stopped expanding. Of course, the pace may be slower, but it is increasingly apparent that hotel owners are getting a taste for the spa business, listening to the voice of their customers, who are eager for relaxation, detachment and general well-being. Statistics over the last few years show that a spa in a hotel not only increases the room rate, but also the occupancy rate, so the trend is for hotel owners and managers to stop treating the spa as a mere amenity and treat it with the respect and attention that a business in its own right deserves.
Although it may seem idealistic, Romania has the potential to become a 5* spa destination if we have the openness and ability to create quality in the true sense, and moreover, to go beyond the threshold of providing good service. It is imperative that we create excellent services, which are obviously created with trained people, capable of bringing hospitality back to a virtue.
Yes, it’s an effort, but it’s the only way to get the diamond out of the mud.
From my perspective as a spa consultant, which gives me the “privilege” of creating and (pre)previewing a spa concept or product, I support the idea of a more thorough analysis of existing spa businesses, especially in this period of restrictions, so that they are ready for reopening, viz:
1. Analysis of previous years 2018 and 2019 financial balances with a focus on cash flow. 2. Menu analysis and cost-effectiveness of services – change the menu of services (e.g. inclusion of mechanised therapies). 3. Market research on spa industry trends in Europe. 4. Reconfiguration of business plan and market positioning, including rethinking of spa concept and integration/design of programmes/services. holistic. 5. Attract new investment, perhaps even investors. 6. Refocus attention on the spa team (specialist training – spa therapies, spa sales, etiquette and customer care programmes/training). 7. Maintain connection with existing customer base, through online tools, feel-good messages and encouragement, with actions the spa is taking to prepare for reopening. 8. Developing or opening online shops – Spa Boutique – with advice and recommendations from spa specialists. 9. More consistent and sustained online presence – website and social media. 10. Create partnerships with locations and product brands.
In addition to safety measures (sanitary and distancing) it is vital that each spa manager/owner owns the control and reins of the business through positive, constructive and thorough actions before and after reopening.
The spa needs transformation and adaptation, today! Source of figures and statistics – www.desprespa.ro www.spaplus.ro // www.alinanitu.com
