SPAS, THE CATHEDRALS OF THE 21st CENTURY

From expectation to reailsation, the journey is often long and fraught with difficulties but, in a hotel, the spa seems to be indispensable. Whose advice should you follow – the big group philosophy or an individual approach? Our four contributors, Accor, Relais & Châteaux, Le Coq Gadby and Groupe Saget share their experiences with us.
 
 

Presented at the 38th international Applied Beauty Congress by Françoise Périer with Alain Masazza (the Accor group), Jean-Louis Saget, managing director of the Vignobles Guy Saget and Véronique Bregeon (Le Coq Gadby).

From its rather modest beginning, the spa phenomenon has become an integral part of modern day society. The spa has emerged as an oasis of well-being in a hyper industrialised society that is seeking to forget all the “ills” associated with a lifestyle that has become too stressful. In this virtual era in which we find ourselves, we communicate with people in all four corners of the globe and yet we are missing the connection and it is precisely this element that we are looking for when we book into a spa where, for example, through a treatment such as a massage, we re-establish a connection with ourselves and with others. And while massage can simply be a relaxing past time, it has also become a new, non-verbal, mode of communication and expression.

Spas are places that are dedicated to peace and tranquility and generally embody all that is good, harmonious and natural. The expression of this can be found in the décor as well as the choice of natural and organic products on offer. In short, the spa industry is becoming a more active and significant player in the move to bring about a greener planet, returning to the more nostalgic values of yesteryear and a world that embdies the principles of good living. The paradox is that we seek to re-establish a connection with nature through the medium of sophisticated places, which, in many instances, no longer have anything to do with nature. However, in light of the onslaught of industrialisation, standardisation and globalisation, the spa represents something of a new mainstay. Spas have become such an intergral part of te hotel industry that no accommodation supplier worth its salt, whether it be a country lodge or a stately hotel, would consider not including a spa!

ACCOR: TREATMENTS AND LUXURY, FRENCH-STYLE

Accor is well recognised in the world of health and well-being, particularly thanks to one of its divisions, Thalassa, which offers the best in thalassotherapy and thermal spa treatments through its medical approach and original concept to all those who want to take their life and heath back into their own hands. “La Cure” by Accor Thalassa is a six day programme that re-educates clients using a global approach to a healthier way of life as well as marine slimming programmes, anti-stress therapies, young mother treatments, leg toning therapies, marine beauty regimens and toning treatments for men.

The history of this group, an international leader in the affordable hotel sector and a major player in the luxury, high-end hotel sector, is definitely a “sucess story”: The All Seasons in the affordable hotel sector, Ibis Hotels, Etap Hotels, Formule 1 Hotels, Mercure, Novotel and Suite Hotels with regards to middle range hotels, Sofitel in the luxury sector (legendary hotels!) and Pullman with regards to high end hotellery (particuarly geared towards hosting businessmen and women).

Development projects include India, Mexico, Europe, North Africa, the Gulf States, with China and Brazil topping the priority list. A dual objective: to further cement itself as the world leader in the affordable hotel and middle range hotel sectors as well as make an impact on the high-end hotel sector. Through its Earth Guest policy, this socially aware enterprise is heavily involved in sustainable development activities, with two main thrusts: EGO, which addresses is committed to growing the well-being of the earth's populations and ECO, which is committed to preserving the planet's resources, clearly outlining their respect for both people and the environment. Thus, actions like reducing their hotels' energy and water consumption, joining the fight against sexual exploitation and launching initiatives such as their Nutrition and Balance programme, which encourages healthier food choices that are also kind to the environment, are simply par for the course, as is global solidarity development, support of local communities with community projects in places such as Sahel, support of medical research projects and the sponsorship of cultural events. Operation Smile was launched in 2004 in partnership with the 12 Accor hotels in Vietnam and now, also supported by the hotels in Japan, Malaysia and Singapore, this has become one of Accor's global solidarity programmes. This initiative, which works with a network of benevolent doctors, enables surgery to be performed on thousands of Vietnamese children suffering from facial deformities and cleft palettes and gives these young children their smiles back, thus enabling them to regain their place in society.

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With 486,000 rooms in 2006 and more than 40 years of experience, the group boasts an impeccable record and is a shining example of hotellery that joyfully embodies the “French touch”. Proud of its new visual identity within the luxury hotel market, Accor has set about prioritising spas as a natural response to the expectations of business and leisure market guests, in search of mechanisms to help them cope with the ever increasing stresses of modern day life.

Alain Masazza is the international Director of LeSpa. His experience and expertise within the wellness and spa industry have proven invaluable to the Accor Thalassa brand. While the major preoccupation of the hotel industry is to meet the expectations of its clientele, it also needs to make sure that the bottom line is taken care of. The creation of the spa concept was developed in conjunction with specialists from each specific domain however he remained in control of the project and developed his own, unique concept by creating the LeSpa brand. Establishing a special spa deprtament within the Accor group as well as an internal quality Charter were two very big steps. But the biggest factor contributing to the success of LeSpa hinges on Masazza's understanding of two crucial elements: namely the reinterpretation of spa treatments and French luxury. In order to achieve that he had to establish partnerships with prestigious brands such as Décléor, Carita and Lancôme to embody the essence of French luxury. When it comes to reinventing treatments, he understands the importance of incorporating elements of the local culture that epitomise that particular country into the treatments offered.

Accor: 24 spas, a development that began first in Asia, with a number of spas opened in 2008 (the majority of these in France and Algeria), with 13 openings scheduled for 2009 and a further 15 planned for 2010!

www.accor.com  / www.accorhotels.com 

RELAIS & CHÂTEAUX: THE ANTITHESIS OF STANDARDISATION

At Relais & Châteaux, theirs spas aim “to be the complete antithesis of standardisation”.

Florence Reboul, who has been a intergral part of the group for seven years has spent the last five year focusing on product development as well as the development of the spas, which is a fairly recent addition to the group's offering, which boasts a collection of approximately 450 independent hotels across more than 50 countries and which awards a prize to the most impressive spas selected each year.

Neither a company nor a chain of hotels, Relais & Châteaux is an association of the most refined hotels and restaurants in the world. It was in 1954 that the adventure began with a new kind of traveler that signalled a new way of living. En route between Paris and Nice, seven small hotels decided to unite in an effort to promote their establishments. The association, called “Les Relais de Campagne”, then added an eight-stage cultural and gastronomic “Route du Bonheur”. In 1970 another association, “Châteaux-Hôtels, Manor Houses and Old Houses” joined them. It was then that the association created a new identity to better reflect the new offering of the group.

Today, this global network is known for having created a point of reference for boutique hotels, with an association that is enfused with soul and which desires to preserve its values: a sense of hospitality, a sense of place, a respect for cultures and traditions, a love for the land and local culture and a deep commitment to quality and stands opposed to globalisation. Relais & Châteaux dining experiences are amongst the most reputed in the world and their hotels are situated in some of the most breathtaking locations known to man. Faced with standardisation and globalisation within the context of a world that is becoming increasingly uniform, Relais & Châteaux emphasis their difference by continuing to cultivate traditions. In addition to their famous 5 C's: Charm, Calm, Character, Courtesy and Cuisine, they have also added five pertinent points to their new communication strategy, which have been defined as follows:

1. A sense of place which means, for example, that you will not find a Swiss chalet in the Caribbean. If you are in Africa, you will experience an African spa.
2. A sense of harmony and peace that is not contrived or false.
3. A sense of contentment, which one feels when one's needs have been catered for.
4. A commitment to offering a personal touch. The spa experience, too, is much more than a treatment protocol but a deeply personalized experience, inviting guests to be a part of this interaction and exchange.
5. A sense of family, where men and women are united by the same vision and driven by the same values.

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If a spa offers clients a unique experience, it is important to correctly categorize the spa according to its offering, thus avoiding any nasty surprises. Thus it became increasingly clear that there was a need for a spa classification system that can be applied to all spas! Because it is difficult to find commonalities between spas that have nothing to do with one another!

And this is exactly where Florence Reboul stepped in to apply her expertise and objectivity to assess the various ele,emts that define the identity of the spa: dream spa, charming spa, beauty centre etc. In order to do this, many factors come into play: equipment, venue, décor and the products or brands used. Each hotel is in control of their own establishment and retains full freedom of choice when it comes to their spa so it is up to them to decide whether they want to offer one or more than one exclusive brands. In short, the task facing Florence, to establish a standard of quality in ane evironment where “standardisation” had been studiously avoided, was not an easy ask. But as you can appreciate, the spas associated with the group must be in keeping with the quality embodied by the Relais & Châteaux brand! So, without talking about the issue of standardization per se, we can say that the 170 existing spas all measure up to quality standards. But, first and foremost, they all blend seamlessly into the overall offering of the establishment. While the presence of a spa makes a lot of sense in a destination hotel, a spa seems to serve little purpose in a stopover hotel. At Relais & Châteaux, each spa, was evaluated within the context of its environment. For this group, the spa experience is more about being, than having, and their approach to spas aims to cultivate and protect the intrinsic nature of things. The real essence of luxury is not about lavish equipment but rather the luxury of the soul! Just as with great chefs, who are true ambassadors and who welcome us to their dining tables, there are also masters within the domain of the spa, whether it be a charming spa (which includes a minimum of 6 apparatus), a dream spa (including 9 apparatus and incorporating a certain minimum square metrage) or simple beauty clinics.

www.relaischateaux.com

LE COQ GADBY: SUSTAINABLE DEVELOPMENT

This unusual urban resort located in the heart of Brittany can be attributed to Véronique Bregeon. From a restaurateur background, Véronique and her academic husband took over the management of the Coq Gadby and all its great heritage a number of years ago. This family home with its 11 guest rooms and renowned, restaurant is a real institution in Rennes. Véronique didn't hesitate for a moment to rise to the challenge when this torch was passed on to her. Véronique was fully aware of the value of this great inheritance and the importance of preserving its memories. She skilfully managed to restore the hotel to the glory of its yesteryear whilst adding a contemporary touch.Historically, Le Coq was known for its excellent gastronomic and culinary offering. The menu, which offers a wide range of contrasting dishes, marries flavour with joy and now in the coastal town of Brittany, known for its beauty, there is even more cause for celebration as talented and well-known chef Marc Tizon has taken control of the kitchen. His superb knowledge of local Breton products and his understanding of Mediterranean flavours saw him being honoured as a new star in the Michelin guide in 2008.

On the spa front, you are also in for a surprise. Originally a restauranteur, Véronique has taken on the role of spa developer, a wonderful new adventure that has given birth to an extraordinary new “house in the trees”, which has been conceptualised and designed entirely around the notion of well being. The spa is light, warm, refined and simple and thus equally suited to both men and women. An eclectic mix of treatments include seaweed wraps, body scrub using Guérande salt, a traditional Finnish sauna, Moroccan-inspired hammam but to ensure that you never for a moment forget that you are, in fact, in Brittany, you will not be served mint tea but rather apple juice or apple tea... which in turn resulted in another innovative concept a few years later, in keeping with an utmost respect for local culture and traditions. After testing out a variety of signature treatments and products, Véronique decided that it was time to create something unique and since the apple represents the wealth of Brittany, it was only fitting that this fruit revealed itself as the way forward in the spa. When she discovered the extraordinary properties of the polyphenols contained in apples, she wasted no time in developing ISB, a diverse range of ecological and organic cosmetics containing apple seed oil, which is the basis of an exclusive brand new spa concept rooted in the principles of sustainable development.
 

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For Véronique Bregeon, sustainable development is about respecting both human beings and nature. It transforms a healthy relationship with the environment into an approach to spas that will give rise to a whole new generation of hotel spas.

As far as this ecological spa is concerned, it is equipped with a swimming pool that is heated by solar energy and over 60% of its energy is supplied by thermal solar pannels. The warm moist air from the pool is recycled and a heating pump provides the balance. Insulation and ventilation prevent the need to use air conditioning. In addition, photovoltaic panels provide an independent source of electricity generation and rainwater collected on the property allows for irrigation of the garden. This brand new wooden building meets the HQE standard (High Environmental Quality and Energy Performance). Already HotelCert certified, Le Coq Gadby is committed to implementing environmental management strategies, in the areas of water and energy supply, waste management and the use of organic products or at leas products that have a neutral impact on the environment. This kind of ecological, organic and responsible approach to bio treatments as well as a prefernce for using local produce, is truly a green initiave! The hotel is a member of the Châteaux et Hôtels de France, a collection of truly outstanding and charming accommodation venues. According to Véronique Bregeon, with only a few square meters at your disposal you can create a spa. A spa does not have to be about luxury. She says that 60 to 80% of customers simply want to relax and disengage from the pressures of life and what is most important to them is the spirit and soul of the location in which they find themselves. Above all else, the spa must fit congruently into its enivrionment. Véronique Bregeon is a firm believer in coherently merging the various elements that make up the guest's experience and is adamant that this should be linked to sustainable development because, as she points out, we are all interconnected and by being kind to our environment, we will all benefit.
 

SAGET GROUP: SPA OR NOT?
 
Jean-Louis Saget has spent his whole life working in the wine industry. Heading up 360 hectares of vineyards in the Loire Valley, he also aquired property in Saint-Emillon in 2007. Wine tourism is a new area of development for him along with two hotels in Sancerre and a big project on the horizon in this same, touristic area, just two hours from Paris. This born entrepreneur (who was the first to implement a sub-marine wine cellar) quickly became interested in the possibilities of a spa and began to ask whether he should dive headfirst into a new and exciting industry? After doing an audit and engaging an architect to do a study, Jean-Louis Saget decided that while the desire is there, he feels he needs a spa or beauty therapy professional co-invest in this project. He already has a superb location, a potential clientele, wine tourism opprtunities, upmarket conferencing, everything else seems to be in place. However so far it has proven itself to be “mission impossible”. Of course, it is going to be a tough ask to replicate the success story of Caudalie with Loire Valley wines, even though Sancerre and Pouilly Fumé have just as good a reputation! And the benefits of the area are undeniable. A touristic region close to Paris, in the heart of Douce France (Sweet France), American investors have started to invest in the area and Americans have already started making trips to the area to learn the art of good living and to experience the excellent French cuisine!
 
And so with flagship products such as goat's cheese and wine, without trying to reinvent vinotherapy, why not consider treatments like Cleopatra-styled baths (the famous queen who is reported to have indulged in goats milk baths!) When you have the heart of a developer beating within you, it's not too hard to imagine a spa in Sancerre.
 

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