BW Confidential - Issue #4 - October/December 2010 - (Page 51)

Wellness credit: stockxchng Airport spas Terminal wellness Wellness offers abound in airports today, but the format brings its own set of challenges by Alissa Demorest irports are a dream scenario for service operators—potential customers trapped inside a terminal with time and money to spend. Wellness operators are tapping into this potential in most major hubs with offers ranging from massage chairs and standalone spas to in-lounge complimentary treatments. “The relaxation sector is becoming a must for airport operators who want to improve their service offer and increase revenue. It’s a noncannibalizing category that gives the airport added value, and new builds want a spa that is truly integrated into their retail offer,” explains European airport spa operator Be Relax marketing director Alexandre Antuszewicz. The airport environment offers an advantage over the urban day spa: a wealth of data on the consumer. The airport spa operator can get a precise reading on its potential clientele through information including the airlines servicing the terminal, flight destinations, passenger numbers and nationalities and waiting time (long-haul or short flights) and can tailor its offer accordingly. (In addition to passengers, airport personnel are becoming a non-negligible percentage of pay-for treatment sales, especially for express services; some spas offer preferential rates for personnel during lulls in passenger traffic.) “We’re aiming for impulse purchases and we determine our penetration rate in a given terminal thanks to this A data, which allows us to gauge the potential turnover and profitability in a given destination. We have the tools we need to find the right opportunities and to pass on those that are less promising,” comments Antuszewicz. Long-haul terminals are more suited to an exclusive and higher-priced offer—this is “ The relaxation sector is becoming a must for airport operators who want to improve their service offer and increase revenue Be Relax marketing director Alexandre Antuszewicz where business and first class lounges dispense complimentary treatments—while conversion rates are lower in short-distance or low-cost terminals, where services like mobile massage chairs or express manicures are more fitting. Be Relax, with more than 30 locations in Europe, has segmented its offer depending on the terminal profile. Its Express service features ” massage chairs. The Classic offer is a 10m2 (108ft2) to 30m2 (323ft2) open kiosk providing seated massage, manicure, oxygen and aromatherapy and the Concept Spa standalone gives kiosk services and has treatment rooms for table massage, waxing and facials. Kiosk services make up the majority of revenue, but the operator is aiming for its Concept Spa model to make up 50% of sales in the future. Some airlines have teamed up with spa operators to offer a fully fledged spa in their terminals, one of the largest of which is Finnair’s Via Spa at Helsinki airport. The spa opened last year and is free for Finnair Platinum card holders and costs €45 for other passengers. The spa has four saunas (with a view of an airport runway), mineral water bathing pools and naturopathic treatments. Hitches in the airport format Airport spas may have a captive audience, but with the number of delays and cancellations that plague airline travel, everyday organizational tasks like scheduling are a challenge. Some bypass this by offering walk-in services only. UK-based Elemis operates its Travel Spas in British Airways lounges at Heathrow and JFK on a first-come first-serve basis, which works well, says the company, especially as the complimentary services last 15 minutes. “People in travel mode aren’t looking n n n 51 October-December 2010 - N°4 - BW Confidential

Table of Contents for the Digital Edition of BW Confidential - Issue #4 - October/December 2010

- Brand & retail news recap
- Digital digest
- Companies on the move
Take note
- Market facts, figures & trends
Best of BW
- Highlights from our e-publication
- The latest in fragrance, skincare & make-up
- BPI president Rémy Gomez
Insight: fragrance
- Category overview
- Retailing
- Industry viewpoint
- New opportunities
- Launch roundup
- Airport Spas
- Spa case studies
- New store concepts
Travel retail
- Market overview
- Retail strategies
- Interview: World Duty Free & Aldeasa
Show preview
- TFWA World Exhibition
- Six up-and-coming beauty brands
Market watch: India
- Country overview
- Industry roundtable
- Retailing analysis
- Sector outlook
- Sustainability
Last word
- Mintel head beauty consultant Nica Lewis

BW Confidential - Issue #4 - October/December 2010