Getting up close and personal

Spas in Middle East hotels, especially in rapidly growing hospitality hubs such as Dubai, are immaculate, often luxurious, well-equipped and spacious, as hoteliers become increasingly aware of their importance as revenue-driving recreation facilities.

Spa employees, from attendants and receptionists through to therapists and management, are qualified, professional, presentable and friendly and spa treatments are internationally-inspired and wide-ranging, with world-class products used.

Why then does it often feel as if something is missing from the spa experience?

I recently travelled to London and Istanbul and uncovered possible reasons as to why your spa guests are not always as happy as they could be.

Firstly, I received a truly personalised service - a concept spas in the Middle East need to get to grips with.

Personalised service was a key feature of Sofitel Luxury Hotels' new So Spa brand, launched initially at Sofitel London St James.

Here, spa butlers are on hand to hold treatment consultations, escort guests around the vast three-storey spa, advise on products, offer after-treatment teas and even ensure suits and shoes are ready and waiting for busy business travellers.

While I would prefer that a treatment consultation is carried out with the therapist that is going to perform the treatment, the spa butler concept was reassuring and I felt confident my information had been passed on.

With the butler concept familiar to guests in the region's top hotels, a version of this service could certainly help GCC guests feel more comfortable when using spas.

Another factor I discovered had a major impact my satisfaction levels was the authenticity of the spa treatment. This may be more challenging to achieve in countries without a spa heritage, but if traditional treatments are offered, they should be executed in the manner in which they were intended.

At the Amrita Spa and Wellness Centre at Swissotel The Bosphorus in Istanbul, my Turkish Bath treatment was truly authentic.

Admittedly, I wasn't brave enough to use a public hamman in the old city, but my therapist was Turkish, the hamman was shared and the treatment was bold and thorough.

I was scrubbed, rubbed and drenched and the language barrier meant I went through the process fairly blind, but this actually didn't matter; in fact, it added to the experience.

I may not have been pampered in the manner to which I am accustomed at Dubai's spas, but I felt 100% looked after and totally invigorated.

It's time to put the gold and glamour, scripted welcomes and pristine uniforms aside and fill in the gaps by providing a personalised service and an authentic experience.

You'll be amazed at the results.

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