World Spa Awards launched by Professional Beauty
Professional Beauty has launched a new awards scheme aimed at international destination and hotel spas. The first World Spa Awards will take place alongside the Professional Beauty Awards during a black tie dinner at Hilton Park Lane London on March 4. The awards is the first of its kind in that it is judged by an independent panel of industry experts who will reward the spas that not only offer a fantastic customer experience but also lead the industry forward through impressive business models, treatment offers and retail performance. There are eight categories for the awards - two per geographical region. The four regions are: Europe (excluding UK and Ireland); Middle East and Africa; Asia and Australasia and America (North and South). In each region there are awards for: Destination Spa of the Year and Hotel Spa of the Year. Finalists will be decided by an independent judging panel based in their region, who will score each entry. Every finalist will be visited by an announced 'official visitor' and also by a mystery shopper. Both will have treatments and report back to the expert judging panel to make the final decision. Winners will receive a trophy on the big night and will also get a winners' logo to display in the spa and on promotional materials. Previous winners of the Professional Beauty Awards said the awards experience is great for boosting the spa. Jenni Paling, spa operations manager at Armathwaite Hall, Cumbria, which won Residential Spa of the Year - 11 Rooms of More this year, said: 'It gives management an opportunity to really scrutinise the business and tighten up in all areas. Winning proves that all the hard work is worth it' Entries are now invited via online submission at www.worldspaawards.org