Onsite in Antigua
~The business of the booming spa world~

Nicolay Kreidler

The spa trade is not only booming worldwide but is particularly visible in resort and vacation destinations. It is a  growing industry that is challenged to find qualified employees.

One thing that was certainly noticeable on my visit to Antigua over Christmas and New Year was that Antigua is no exception to the spa boom that has gripped the world. Not only health-conscious baby-boomers looking for options to stay fit and more money being spent on beauty treatments than ever before, but the whole world seems to be swept up in the spa-going mode. The word “spa” has certainly entered mainstream culture and so it has also become well established in the West Indies. Each island has it's unique flavor and Antigua caters to a mostly British / European tourist historically based in the English occupation of this Island. The ties are still strong and the flow of Euros and Pounds steady.

It seems from the spa directors I have spoken to in Antigua, that the main issue that everyone has to deal with is finding competent and suitable therapists and providers. Not so different to the challenges within the US market but with the distinct difference that there is really not a lot of opportunity for Antiguans to train anywhere without leaving for the US for a while or going to Jamaica where there is training available. It's a catch 22 - training costs a lot of money and sure once employment has been found, the salaries are far above average but getting there is not easy. The demand exceeds the availability of trained providers.

Then there is the level of training and the ability of the providers and supporting staff to deliver the quality of service that more and more travelers are expecting as they base their benchmarks on previous experiences. To compensate for a lack of core training there is a tendency to try to streamline procedures and develop so-called standard operating procedures. Of course this is still better than having no standards at all, but to really wow a client, therapists need to be on a very high level of personal and professional development.

Many spas fall into the trap of offering the service protocols that international vendors sell them together with the typical products and marketing materials. Services become indistinguishable and worse become comparable and clients (have every right to) expect that the "Pevonia Myoxy Caviar and Pearl Facial" is the same wherever they go - which it isn't and based on the diversity of providers, never will be. This is forgetting that it is really all about the experience and not just an application of product or a standard routine.

So even once a foundational training has been established the need for ongoing training is crucial and nearly never recognized by those footing the bill or looking at the P&L. Spa operators and resort managers will have to realize that they will need to focus a lot more on their training efforts if they don't want the investment to backfire. Often they wonder why the return quota is not high and chalk it up to the guest's limited budget or the short stay, but more often than not it is just simply because the service did not leave their guest with a sense of gratitude and bliss.

A spa in modern-day understanding provides services to enhance wellness and beauty. The core service of most spas is therapeutic massage followed by aesthetics (facials) and spa treatments such as wraps and masques. Spas often include salon, nail and beauty services and can be expanded to offer anything from yoga and Pilates to meditation, a health-food cafe and a spa boutique. You can see the complexity and requirements just in this short description and these services demand a high level of expertise and providers who not only are skilled in their trade but create an overall sense of peace and wellbeing, are nurturing and understanding, can hold a conversation and understand people in general to name just a few of the requirements.

As a tourist destination Antigua features many resorts from boutique to grand, and spas have become a necessary service component for every size and focus in the contemporary hospitality industry. So it is no surprise that also in Antigua nearly every resort has either just opened, is in the process of building, rebuilding or intends to open a spa shortly. The Spa at the Verandah just recently opened, Jolly Beach is opening as we speak, Hodges Bay Club Spa will come online in October with a large spa. Curtain Bluff Spa is already making headlines for it’s exquisite location and service and the Red Lane Spa at Sandals having received a recent remodeling, is already a well-established address. St. James's Club is considering an expansion of their current spa facility.

With the surge in spa operations on the island and many more in the pipeline, comes an opportunity for those men and women who are really interested in providing the services needed, to enter a rewarding occupation in an industry that will continue to thrive and grow.

Spa managers look for two main criteria when hiring. First they look for professionally trained individuals who have certificates as massage therapists, aestheticians or cosmetologists (for hair and nail services). Without the educational background it is virtually impossible to enter the field and very few businesses can train employees without a foundation.

Secondly and equally important a spa employee has to have the proper attitude: A willingness to be of service and anticipate client’s needs, a personal and pleasant demeanor and readiness to constantly improve their skills.

A clean and neat appearance, excellent communication skills, punctuality and reliability are of course required to practice successfully as a spa service provider. Spa managers themselves usually have a background in one or more areas of service and can rise quickly to a management position if so inclined.

Throughout the Caribbean and the rest of the world skilled workers are in very high demand. Those who continue their education and develop their skills have no difficulty finding employment. Conditions continue to be very good for service providers.~

Nicolay Kreidler is a licensed massage therapist and massage instructor at Touching from the Heart and a facilitator at Spa College. He is an active consultant to the spa industry.

You can also reach Nicolay at info@ispad.net
Web: www.ispad.net