Asia-Pacific Spa & Wellness Council (APSWC), the region's leading proactive spa industry council, marked its first anniversary with a strategic planning forum revealing ground-breaking new developments. 

2007-04-23 09:48:55 - The Strategic Planning Forum was organised by the Asia-Pacific Spa & Wellness Council (APSWC) to bring together the heads of national associations with the heads of business, including leading operators (from all types of spa), suppliers and consultants. The goal was to create a strategic plan to ensure the continued growth and health of the business for all.

Bali, Indonesia April 22, 2007-- Asia-Pacific Spa & Wellness Council (APSWC), the region's leading proactive spa industry council, marked its first anniversary with a strategic planning forum revealing ground-breaking new developments. APSWC council members representing 18 countries in the Asia-Pacific and Middle East formed the back bone of the leadership forum. Present were senior management of large companies that influence the industry through their regional presence, individuals or companies that lead the industry through innovation and fresh approaches.

Over the 9th & 10th March, 72 industry leaders from 16 countries met in Bali to discuss and chart the future of the Asia-Pacific spa and wellness industry. The Strategic Planning Forum was organised by the Asia-Pacific Spa & Wellness Council (APSWC) to bring together the heads of national associations with the heads of business, including leading operators (from all types of spa), suppliers and consultants. The goal was to create a strategic plan to ensure the continued growth and health of the business for all.

CURRENT STATE OF THE SPA INDUSTRY

The initial task was to determine the current state of the industry. To stimulate thought and discussion, seven industry leaders were invited to comment from their particular area of expertise, including: design, operations, people development, products, treatment menus, and therapeutic approach. A statistical snapshot was also provided by Intelligent Spas. These perspectives were then supplemented by looking at the current market from a country by country view. Peter Sng provided an update on ISPA activities, which was followed by reports from many of the countries that make up the APSWC network.

Having described the current state of the industry, break-out groups were then formed to investigate the various forces that exert influence on spa operators, as these forces will impact future direction. Forces considered included: competition, suppliers, staff, customers, government, economic influences, social trends and changes in technology. Before considering its long-term position, the group first took stock of the particular strengths, weaknesses, opportunities and threats that face the industry in the Asia-Pacific. While it is clear that the region shares many challenges and opportunities with the rest of the world (e. g. : industry growth, lack of consistent standards and shortage of qualified staff), there are many elements that have special relevance in the Asia-Pacific, such as the heritage of traditional therapies, service-oriented cultures that are aligned with spa/holistic philosophy, rich natural resources and burgeoning populations (for both supply and demand).

VISION FOR THE FUTURE

In creating a vision for the future, break-out groups were formed by industry segment. Hotel & Resort Spas defined a future where successful business is also socially and environmentally responsible. Holistic & Medical Spas identified the need to improve the credibility and accountability of therapies (especially in the eyes of government and non-spa industry) by professionalising and integrating with orthodox science.

The Day Spa segment realised the need for greater definition and differentiation, while the Products team developed ideal criteria for spa products, and proposed the need for audits of quality and ethical source. People Development focused not only on education, but on empowering staff through improved conditions and the creation of career paths and greater opportunities. Finally the Design & Consultants team identified the need for establishing guidelines for ethical practice.

THE OUTCOME: ‘FIVE PILLARS'

In developing a tangible programme, key actions were identified and grouped under ‘Five Pillars' for which industry task forces will be formed:
I. Professionalisation - developing a regional system of accreditation, including health and safety. Also the documentation and protection of traditional therapies.
II. People - including establishing core competences, minimum skill sets, contract guidelines, rights of global workers, and initiatives to improve the perception of spa as a career.
III. Products - establish audit systems for quality and ethical source, and improve professional education about spa products and ingredients.
IV. Profit - improving industry information, including establishing benchmarks and KPIs.
V. Planet - various initiatives, including preparation of a ‘toolkit' of standards and guidelines to bring the spa industry into line with international best practice.

NEXT STEPS

• Following the forum, APSWC immediately commenced the process of formal registration as an association based in Singapore, which is expected to be complete by end April, 2007.
• The next step is to form task forces for the above pillar programmes. Any individual or company is invited to participate in any one or more of the task forces, as desired. We are seeking a good mix of industry and association participants, from all types of business.
• Successful implementation of the pillar programmes and all APSWC activity will depend to some extent on funding. APSWC will commence fundraising efforts from June 2007.

ABOUT APSWC:

Asia-Pacific Spa & Wellness Council (APSWC) is a regional body which links the national spa associations of the Asia-Pacific nations. The Council was formed to meet the challenges presented by the evolution and growth of the Asian Pacific spa industry. In addition to gathering and communicating market information and resources, APSWC's planned activities for the region include: identifying and recommending appropriate standards, training resources, and performance benchmarks and establishing a code and best practices format to be adopted throughout the region. It's important that local representation becomes a focus while looking at the region guides in it's entirety including a range of topics relevant to Asia-Pacific countries.

Council will act behind the scenes - establishing, guiding and supporting national associations so that they can provide maximum benefit to their members. The Council is developing strong partnerships with like-minded industry leaders, and utilises a united voice to educate consumers, regulators and industry professionals, and thereby create positive force for change. The Council will operate as a group of interested parties and will actively seek input and guidance throughout the Industry at all levels while working on various assignments.

EDITOR NOTES:
ASIA-PACIFIC SPA & WELLNESS COUNCIL
CARINA CHATLANI | Media Relations | www.spawellnesscouncil.com
em c.chatlani@spawellnessccouncil. com