Victoria is seeing growth in spa based incentives as companies recognise that the wellbeing of their employees is a good investment. “Victoria’s history in spa and wellness tourism dates back to the 1890s when…
Victoria is seeing growth in spa based incentives as companies recognise that the wellbeing of their employees is a good investment. “Victoria’s history in spa and wellness tourism dates back to the 1890s when early migrants from Europe discovered the mineral waters of the Daylesford / Hepburn Springs region. More recently, Melbourne and Victoria have seen significant investment in spa facilities and we expect to see major growth in this area in coming years,” said Sandra Chipchase, CEO, Melbourne Convention + Visitors Bureau (MCVB).
According to Chipchase Victoria is well placed to be recognised as the major spa destination in Australia with more than 100 recognised mineral springs, by far the highest number of mineral springs in Australia.
“The spa has also become an amenity that meeting planners expect at hotels and resorts all around the world. In its annual meetings market survey the US publication Convene found that almost 90% of meeting planners believed that a spa is an important amenity at a hotel. And, research by the Pacific Asia Travel Association (PATA) found that 33 per cent of leisure travellers in the US cite access to a spa as an important consideration when making travel plans.”
The luxurious Aurora Spa Retreat at the Prince in the Melbourne suburb of St Kilda is the biggest spa and wellness facility in Melbourne, and is a leader in adopting new products and services to suit the market.
“At Aurora Spa Retreat we are seeing substantial growth, at about 30 – 35% per year, in both the domestic and international market,” said Jason Cook, General Manager.
“A larger percentage of our clientele than ever before, come from the corporate and incentive market. This shift shows that organisations and companies are changing their philosophies and are now focussing on a balanced work/lifestyle. This has led us to expand our product offerings; we are one of the only facilities in Australia offering Crystal Therapy. We also have a resident life-coach, who companies may use as a facilitator for corporate planning days,” said Cook.
At the Langham Hotel, where the Chuan Spa has been open for only one year, the Hotel has seen a marked increase in corporate visitation.
Sonia Rendigs, spokesperson for the Langham Hotel, estimates that corporate business may eventually account for 30% of mid week clients. In recognition of this growth, the hotel, which has extensive meeting facilities, recently incorporated spa treatment meeting breaks.
“Instead of having your typical coffee break we now offer spa breaks in which delegates can get a massage or other treatment. This rejuvenates them in between sessions. We offer over 40 treatments, combining the finest traditions of the east and west, and incorporate the nurturing qualities of traditional Chinese medicine from our own Australian made Chuan private label. Designed in consultation with a Feng Shui master, Chuan Spa has a soothing contemporary architectural style with a feeling of warmth and calm as soon as you step through the moon gate entrance,” said Rendigs.
According to June Lim, Media Relations Manager, Crown Towers, spa visits are becoming part of a lifestyle for more and more people.
“There have been an increasing number of corporate companies who are including spa treatments in their incentive programs either as a whole-day program or as a retreat for their staff over several days. At Crown Spa, we have a good mix of regular leisure and corporate clientele. We have personalised spa and well-being programs specially designed for groups, Crown Retreats. With options for spa indulgence, spa cuisine and a range of fitness activities, every program is tailored to the specific needs and goals of the individual groups. Quite often, the group will choose to enjoy the luxury and exclusivity of Crown Spa’s Pampering Villa, with its own private foyer, two expansive relaxation lounges, changing rooms, hydrotherapy room, a private salon, treatment room and a wet area with three Jacuzzi’s with steam and sauna facilities,” she said.
Robyn Pearson, Heritage Retreat and Day Spa Manager and Director of the Wellness Retreat Program says that the lavish Sebel Heritage Spa in Melbourne has increased its product offerings as interest has increased from organisations looking for wellness programs.
“We have increased our product range to include a larger range of body massages, facial treatments and natural therapies. The Wellness Retreat is proving to be extremely popular for team building and conference groups to reignite the passion for work and life. The three day program incorporates a diverse range of fitness, health, education and relaxation classes, spa treatments and seminars on nutrition and balanced lifestyle. The Corporate Health Retreats provide time to interact and conduct a business meeting and to focus on specific company goals and objectives.”
Salus Spa at the Lake House, Daylesford, is located in one of Victoria’s renowned spa regions, boasting the largest concentration of naturally occurring mineral springs, with the majority of them in and near the twin towns of Hepburn Springs and Daylesford. This region is the second most popular spa destination in Australia and Victoria’s top spa region, attracting 29 per cent of the state’s spa visitors.
Only open for the last 18 months Salus Spa has seen growth in interest as more people utilise spas for ongoing therapies rather than just a special occasion.
At the Mansion Hotel, a boutique hotel and conference retreat at Werribee Park, surrounded by expansive gardens, additional treatment rooms are being constructed to cater for the surge in the industry.
“The incentive market is one of our smaller markets but we are definitely seeing growth in this area. We have had two large incentive groups through in the last month,” said Rob Unson, Spa Manager.
According to Sandra Chipchase, Melbourne’s reputation as a stylish, sophisticated city complements the benefits of a spa and wellness experience and makes Melbourne and Victoria an ideal incentive destination.
“As investment in natural mineral springs, geothermal waters and spa retreats continues in Victoria we are going to see a big increase in corporate incentives utilising these facilities.”
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
