Fit for purpose...

New here is the Evason Ma'in, a hot springs resort in a wadi near the Dead Sea operated by Six Senses where meditation, thermal treatments, yoga and hiking are enhanced with treatment using Dead Sea salts and muds, local olive oil, olives, dates and honey.

And even Gulf cities such as Doha are getting in on the act with W opening its Bliss spa this month, Four Seasons capitalising on a very fine urban spa and Ritz-Carlton doubling up with a Six Senses spa at Sharq Village and the Ritz-Carlton Doha capitalising on customer demand for an eco-friendly approach to spa using natural materials, energy-saving procedures and natural therapeutic products.

"Conservation is clearly a competitive edge and we recognise the need for a more active role in balancing our impact on the environment," says spa director Tina Pavlova.

All at sea

Tropical or local, spa doesn't stop there, with spa at sea the latest fad for cruise lines seeking to widen the appeal of holidays afloat with both pampering treatments and medi-spa facilities.

Market leader Steiner alone operates 125 spas on 19 cruise lines, and every new launch sees more extensive spa facilities coming aboard - Royal Caribbean's Rasul was formerly among the most exotic offerings, but now MSC has its Balinese Aurea Spa, Princess offers its own signature Lotus Spa with thermal suite and hot stone relaxation beds, renowned Canyon Ranch is on board Cunard, Seabourn will be putting two-deck spas with couples' villas and cabanas on its new Odyssey-class ships, while Costa is developing its Samsara Spa concept with a 3500m² facility on board the new Costa Luminosa - homeporting in Dubai next winter.

MSC meanwhile has combined a Balinese spa with premium accommodation on its new MSC Fantasia, where the Yacht Club offers 99 suites with butler service, exclusive pool, solarium, lounge and restaurant plus direct access to the spa.

CEO Pierfrancesco Vago says around 200 passengers use the 2000m² spa daily and that MSC Aurea was the only spa in the world on a cruise ship that has its own spa doctor to perform consultations: "Launching this new concept on board our ships was an important move in response to our guests who want a rejuvenating holiday, especially on our winter cruises."

Spa for all

Even locally, spa specialist Wafi Health & Leisure that runs Cleopatra's Spa, has ventured in to the world of wellness with Cleopatra's Medi spa offering non-invasive cosmetic procedures, skin rejuvenation, hair reduction and vein removal - while in Macau, the largest integrative wellness centre of its kind in the world is opening this year at the Venetian Macao Resort Hotel.

The 9500m² Malo Clinic Spa will have a staff of 150 therapists and doctors and cover everything from spa pampering to cosmetic dentistry, anti-ageing and beauty and wellness.

More focused, Taj offers four- to 15-night Ayurveda Journey packages at its resorts in India and the Indian Ocean, while Four Seasons in Bali has introduced innovative packages combining culture, cooking and spa - start with meditation, continue with a temple tour, take part in a Balinese cooking lesson and end up with a massage and facial using local ingredients at the riverside spa or trek through the countryside and participate in a riverstone bathing ritual and massage followed by a tiffin box lunch.

Hop to France and the Four Seasons at Terre Blanche uses local product such as lavender, honey, lemon and olive oil to indulge and pamper with alternative attractions including the two onsite golf courses and nearby shopping on the Riviera.

And, completing a holistic spa package, holidaymakers can often start their journeys with a spa at the airport.

As well as BA and Virgin's spa facilities at Heathrow, Lufthansa has opened two spa treatment rooms in its first class lounge at Frankfurt while Emirates has introduced its Timeless Spa at Dubai International Airport with 10 treatment stations in the first- and business-class lounges offering free 15-minute treatments for first class passengers and 25-minute options at a nominal fee for business-class passengers.

According to senior vice president for Emirates Hotels & Resorts, Tony Williams, the facility is averaging around 150 massages a day. "Many first class passengers upgrade their (free) treatments by going to the full spa facility in the airport - while another development is the retail of our Timeless products in the lounges where we have put together packages aimed at travel with moisturisers, jet-lag relievers and spa treatment products."

Sales essentials

Know your customer - is spa a priority? Is pampering on the menu or a more holistic approach? Is there a need for alternative attractions such as golf? Spa fans often like the new - make a note of new spa openings especially those with a difference. Use spa to up-sell; the lure of a good spa can be converted in to a higher accommodation budget.

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