Language in spas

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A spokesperson for Kempinski, pictured, said she didn’t think ME spa operators would send therapists to the UK.

A new initiative that aims to make English the international language for the spa industry will be launched at World Travel Market (WTM) in London, UK, this month.

The initiative will be presented to delegates by Robert Czik, managing director of spa product manufacturer SpaFind Skincare, as part of a four-day focus on spa, health and wellness supported by the British International Spa Association (BISA) and the Spa Research Fellowship.

Czik will be unveiling plans for a new spa training college being established in Kent in the UK in a joint venture between SpaFind and the Bell International Language School, working in partnership with BISA.

"The plan is to get international spa operators to send their therapists to the UK, both to improve their technique and learn specialist spa English," explained Czik. "We hope it will appeal to large hotel groups, such as Hyatt, but also national spa associations overseas."

At the end of November the school is expecting to welcome its first batch of overseas students - 35 would-be therapists from Japan - who will tour UK spa facilities, learn more about England's spa history, and brush up on their language skills.

"BISA's aim is to develop best practice standards that go beyond the individual group training schemes, so this is a way of spreading the word," added Czik.

WTM's focus on the spa industry, which includes free seminars, an information stand and activities provided by exhibitors, is a reflection of the phenomenal growth of spa holidays, according to Fiona Jeffery, the event's chair.

"Research shows that the industry has grown 40% in the past three years alone", said Jeffery.

"The sheer size of the market is mind-boggling. There are now more spas in the US alone (15,699) than there are Starbucks coffee shops in the world (13,728)," she added.

WTM will be held at London's ExCel from November 12 to 15.

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