MSC Cruises head of spa operations Claudio Saviano shares how tailoring spa treatments to guest demographics, supporting staff wellbeing and balancing technology with traditional therapies are shaping the future of cruise ship spas.
How did your career in cruise ship spa management begin?
“I have worked for MSC Cruises for 18 years. It’s a family business, so I have grown and advanced within the company. Before working in the spa, I was outsourcing, and when a position became available within spa operations, I made the switch.
“I have studied everything, and I have the certifications even though I'm not practising. It’s a complex industry, and I’m passionate about developing.”
What are the biggest operational challenges of managing cruise ship spas across different markets?
“Understanding our clientele for the season. We have different seasons and we need to know who is coming on board and understand what those people are looking for.
“We adapt our services for the different clientele. For example, US guests do not like bamboo massages or certain facial experiences, they like deep tissue and hot stone massages, and so we adapt the menu. If you don’t understand your client, you compromise revenue.”
Which spa retail trends are performing best on cruise ships right now?
“At the moment, everything is about the face – drops, masks, toners and cleansers. Guests want visible results, and they want something they can take home and effectively integrate into their routine.
“Supplements gain a lot of revenue, guests are more aware of what is missing from their diet, and they are actively looking for supplements that support skin, body wellness and longevity.
“Many trends are driven by influencers. It's important to follow social media discussions, because that’s what clients are looking for. You really need to know what is going on around the world, what people are seeing online, and what they are being influenced by.”
How can spa businesses improve staff retention and recruitment?
“I see many fake promises in the industry. On land, employers pay more, but people are destroyed by leaders who only push revenue. We are different. I never introduce myself as head of department; I introduce myself as a leader, and I lead by example.
“As I grow, everybody can grow. We give equal opportunity to everyone. We are still a family company, and we really take care of the guests, but also the crew.
“I expect passion and love in the service, because that is what makes the difference. We don’t push the crew to judge the guest or to sell aggressively. We teach them to understand the guest, to make them feel comfortable, and to suggest only what they really need.
“Staff retention comes from transparency, and respect. It comes from career development and being fair. If someone wants to grow, we support them. If they are not ready yet, we are honest and explain what they need to improve.
“When people feel respected, supported, and part of something, they stay. And when the crew is happy, the guest feels it immediately.”
What does the future of the spa and wellness industry look like?
“People are tired of injections and invasive treatments, and the industry is too saturated. Clients are becoming more educated, and they’re regretting certain treatments.
“I think we are heading towards tradition. Traditional facial treatments and massage treatments. People want less invasive, more authentic.
“When it comes to technology, we always move forward, but we have to keep the classics. So, while we have to introduce infrared, cryo bed, machines that regenerate cells, at the same time, people still want deep tissue massage, hot stones, reflexology, hammam, sauna. These things will always be there. The future is not only about the new, it is about balance.”
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