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Asia Insider: Singapore Spa Trends

By: Melinda Taschetta-Millane
Posted: June 5, 2007, from the June 2007 issue of GCI Magazine.

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“I’d like to make it more spa-oriented and bring in more organic products, all natural-based. It’s all about going back to nature,” Sinnathurai says, adding that spas in Singapore are going away from pampering and moving more toward healing.

One major challenge that Asian spa owners face, says Tech, is that the industry is growing in all directions, and there is a lot of competition.

“They need to differentiate, and that is where the spa owner must get creative,” Tech stresses. “Spas need to have a mainstay treatment, in addition to developing signature treatments. Innovation is the key. Spas must be able to stand out in the crowd, and clients need to be able to differentiate between spas.”

Despite the challenges, the spa future looks promising for this business-savvy country, and with tourism on the rise, spa managers will be putting more marketing power into working on capturing this affluent market.

There is a lot that American spas can learn by looking to their Asian counterparts for guidance. “I think the Asian spa industry now is widely recognized—particularly in the hotel, resort and destination spa environment—and that guest will be looking for a cultural experience that embraces the local culture, and services and products will be developed to reflect this,” adds Williams.