NAIM Maadad recently took the dual role of managing director, Global, MSPA International; and managing director, Middle East, for Minor International Hotels. He moves from the group headquarters in Bangkok, Thailand, to Dubai this month. (March) “We are looking to establish our brands in UAE, Oman, Jordan, Kuwait, Saudi Arabia, Qatar, Egypt and Bahrain,” he said. The brand is already present in Abu Dhabi at The Desert Islands Resort & Spa, Emirates Palace (and Qasr Al Sarab is due to open next year). Other spas in the region are the Anantara spas at the Kempinski Hotel Ishtar Dead Sea in Jordan, at the Kempinski Residences Astoria in Istanbul, Turkey and the Mandara Spa at JW Marriott Cairo.
So what does he predict for the coming year? “Tailor-made services and customisation could be forecasted as one of the hottest trends of 2009 for the spa industry globally,” said Madaad, and that the overriding concept across health, wellness and sustainability for this year is that of recalibration. “It's all about balance — balanced nutrition, balanced budgets, balanced lifestyles and balanced energy,” he added.
Other top trends industry experts at ISPA expect to see in 2009 include customised treatments, whereby spa owners are listening to the demands and desires of their customers. This could include a combined series of treatments or one tailored to fit an individual’s needs.
Consumers are looking to spas to recharge their body, as well as their mind and spirit. “Many spas are increasing self discovery services such as ropes courses, art classes and other learning activities that help consumers to stop, be still and focus on themselves,” he said.
Other trends are family friendly resort spas and organic spas offering environmentally friendly products and outdoor treatments, as well as treatments that highlight indigenous plants.
Hotels too are offering free spa treatments in an effort to entice travellers and increase bookings. Half-day spa vacations are also increasing in popularity.