‘Pay now, play later’ and local clientele among spa trends in Middle East and Africa

Virtual connection, ‘pay now, play later’ and local clientele are just some of the key trends affecting the Middle Eastern and African spa markets. 

These areas will be discussed in further detail as part of PB World’s upcoming online World Spa & Wellness Convention, on September 8-10.

Kent Richards, corporate operations director of Six Senses Zighy Bay Resort and Spa, Oman, will be providing insights into Middle Eastern & African spa market on ‘The point of difference: Insights from the Middle East & Africa’ panel on Tuesday September 8 at 13.00.

The panel will also be joined by Kerensa Langitan, group spa and wellness manager of Lux* Me, Lux* Le Morne, Mauritius, and Julanda Marais, regional director of spa, Talise Ottoman Spa, Jumeirah Zabeel Saray, Dubai, UAE. The panel will be hosted by Jean-Guy de Gabriac, founder of World Wellness Weekend and Tip Touch International.

Here, Kent Richards shares some of the key trends from Six Senses in Oman. 

Pay now, play later

In an effort to entice guests who are apprehensive about booking post-Covid, Six Senses launched its ‘Pay now, play later’ campaign. “Guests receive an additional 20% spend voucher when they pay now for their vacation, but can enjoy it within three years, thereby giving our guests the freedom to confirm their dates when they are ready and receive a valuable benefit for their actions,” says Kent. “This has proven very successful.”

Home engagement

“Staying engaged with owners, guests and hosts has been essential during these times,” says Kent. “Through ‘At Home With Six Senses’, we have been able to stay connected with our travel agent supporters and guests around the world as we shared a variety of topics almost daily on social media.

“We also ran a #BackStronger campaign with our hosts globally meeting them at least once a week to bring our community together on Zoom for fun wellness activities and messages of support. ”

Local clientele

“Although international guests would love to return to their favourite resorts, the travel restrictions make this difficult in several countries at this time,” says Kent. “This has many Six Senses hotels and resorts seeing increased support from domestic markets allowing us to really focus on their needs and requirements. 

One of our resorts recently reported only 20% repeat guests, but 80% local first-timers which provides a whole new opportunity to grow our market.”

See the full PB World Spa & Wellness Convention programme here and register your place for this webinar now.