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A Project Report on SPA and Wellness Tourism Challenges
Live exposure through:
Submitted By:
K.V.S.Kiran
Roll No:-5135012
Year-2013-2015
Submitted in Partial Fulfillment of the Requirements for the
PGDM (Tourism & Cargo)
Submitted To:
Indian Institute of Tourism and Travel Management
(An organization of Ministry of Tourism, Govt. Of India)

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ACKNOWLEDGEMENT
In order to experience the real facts of Tourism and Cargo industry, Indian Institute of
Tourism and Travel Management designed project work to PGDM Tourism and Cargo
students in various fields related to TOURISM & CARGO. Regarding its basis, this
report is all about project work experience with L‘OCCITANE, which is essential as part
of my course study. IITTM Nellore and its management had organized a proposal for
project work in the field of Wellness industry. I got an opportunity to work Spa
L‘Occitane. So, I greatly and heart fully thanks all the genuine people who made me gain
and well known about the real facts of SPA and Wellness industry.
First and foremost I would like to express my warm appreciation to Indian Institute of
Tourism and Travel Management Nellore for providing such kind of opportunity to
develop my knowledge and experience. I am equally thankful to our Nodal Officer
Mr.A.Vinodan, our Exams & Students Cell Coordinator Mrs.S.Meera Madhavan and my
PGDM Tourism and Cargo Chairperson-Placement officer Dr.Saravanan.P and especially
our & professor Shri.Sanjeev Reddy CK.
I would like to express my deepest thanks to Mr.Darpan Sanghvi. Spa Managing Director
(Sanghvi Brands-Spa L‘OCCITANE,Warren Tricomi) & Ms.Yasmin HR Manager, along
with staff especially, Mr.Vishakh Narendran Associate Director- Marketing Manager,
Ms.Kejal Parekh Marketing Manager, Mr.Sekhar pathak & Mr.Vinod Naidu Manager,
Mr.G.Krishna Asst Manager and other officials for giving the opportunity to work with
them and making familiar with the working environment of organization.

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TABLE OF CONTENTS
S.No. Contents Page No.
1 Executive Summary 4
2 Organization Overview 5-11
3 Objective of Project Work 12
4 Scope and need of Project 13
5 Learning from Project work 14-51
6 Conclusion 52
7 Limitations 53
8 Sources 54

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EXECUTIVE SUMMARY
Travel has not always been compatible with wellness, but this is changing.
Travel today can b e bad for our health. Airport stress and transportation hassles, jet
lag and poor sleep, disruption of exercise routines, and excesses in eating, drinking, and
sun exposure can leave a traveler more stressed and less well after a trip. A recent
Columbia University study of business travelers found that frequent and extensive travel
can even increase cardiovascular risk factors (obesity, high blood pressure, high
cholesterol).
This is ironic because m a n y people look forward to travel as an adventure and as an
opportunity t o rejuvenate a n d de-stress. As more and more people pay attention to
their health, they increasingly want to keep up their healthy habits when they travel. And
a growing segment of travelers are even taking trips specifically focused on maintaining
and improving their personal health and well-being. This is driving the growth of
wellness tourism.
Although wellness tourism is a relatively new niche segment within the global
travel and tourism industry, the practice of wellness- focused travel is not new.
Since ancient times, p eo pl e have v i s i t e d the Dead Sea for its therapeutic
properties. Romans traveled to baths, hot springs, and seaside resorts for treatments,
healthier climates, purification, and spiritual rituals. For 1,500 years, the Japanese have
traveled to hot springs for healing and community. In spite of the rigors of travel into
day‘s world, the act of travel itself has long been considered a wellness-enhancing
activity.
This in-depth report is packed with eye-opening findings, and sincerely believes every
government; every tourism board and every travel-related business should it up and take
notice.

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ORGANIZATION OVERVIEW
ABOUT L’OCCITANE:
L'Occitane en Provence and commonly known as L'Occitane, is an international retailer
of body, face, and home products based in Manosque, France. The company was
founded in 1976 by Olivier Baussan with the purpose to
create a company that celebrates and preserves the
traditions of his native Provence. The company name
mean ―the Occitan woman of Provence‖.
In 2010, the company became listed on the Hong Kong
Stock Exchange.
HISTORY:
In 1976, 23-year old Olivier Baussan used steam distillation to produce essential oil from
wild rosemary and lavender which he sold at open-air markets in his
native Provence. L‘Occitane was named for the women of Occitania. This area existed
during the middle Ages, spanning southern France, north-eastern Spain and northern
Italy. Occitan was the native language and is still spoken as a second language in some
areas of this region today.
The first L‘Occitane boutique opened in 1978 in Volx, a village in Provence. Baussan
found a disused soap factory in Manosque, another Provençal village, which he took over
to manufacture vegetable-based soaps using traditional methods. In the 1990s, Baussan
sold a majority stake in the business to venture capitalists to finance expansion. As their
approaches were incompatible, Baussan found himself excluded from daily management
and strategic decision-making.
In 1994, Austrian business man Reinold Geiger bought a 33% stake in the group.
Through a series of capital increases, Geiger became majority shareholder in
1996. Geiger, as the new Chairman, asked Baussan to return as creative director and lead
product development. The company's new focus on marketing strategy paved the way for
international expansion. In the late 1990s the company changed its name to 'L'Occitane
en Provence', to strengthen the connection with the company's roots and because the term
'Provence' had more meaning to an international audience. On 20 April 2001, Clarins
became a financial investor in the company through subscription to approximately 5.18%
of the company's shares and €11,433,750 convertible debenture loan. On 22 February
2005, Clarins further invested €16,525,580 in convertible debentures. When the
debentures were converted, Clarins held 23.33% of the shares. The management executed
a leveraged buyout in May 2007 following which Reinold Geiger's stake raised from
31.9% to 48.7%, and Clarins' stake was diluted to 10.0%.

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L‘Occitane has shops in 90 countries in North America, South America, Europe, Asia,
and Australia; with 170 shops in the United States. At the launch of its IPO in 2010, the
company announced that its products were sold in over 80 countries through over 1,500
retail locations; it had 753 L‘Occitane Stores. In the year ended 31 March 2009, it
generated sales of €537.3 million; It planned over 650 store openings with the capital
raised.
In 2013 the company employs 6,600 people in the world and creates a new
brand L‘Occitane au Brazil, focused on products from Brazil.
LISTING:
In March 2010, the listing committee of the Hong Kong Stock Exchange approved its
plan for a $400–$600 million initial public share offering of L'Occitane International
S.A., underwritten by CLSA, HSBC and UBS which the company had originally planned
in 2008, but postponed because of the financial crisis. The company stated that two-thirds
of the proceeds would be used to finance store openings. China Investment Corporation
invested US$50 million in the company's IPO as the cornerstone investor (for
approximately 1.9% of the shares).
Following the listing of shares in L'Occitane
International SA, L'Occitane Groupe SA detains 75% of the shareholding of the
company; shares owned by Geiger, Clarins and other shareholders are indirect.
BEAUTY PRODUCTS:
All of L'Occitane's products are developed and produced from its base in Manosque,
where 1,000 employees work. The company sources the majority of its production from
Provence and one of their main product l'Immortelle plants (Helichrysum italicum)
from Corsica from producers who rely on traditional production methods.
L'Occitane contributes to preserve traditional cultivation methods by:
 Supporting the program to cultivate almond trees in the Alps of Haute-Provence.
 Preserving certain rare species through the planting of their own field of Immortelle
flowers in Corsica.
 Developing partnerships with organizations that support the development of scented
and aromatic plants, such as the Office National Interprofessionel des Plantes à
Partum, and
 Encouraging traditional cultivation, particularly that of lavender.

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A TIN OF L'OCCITANE SHEA BUTTER:
In addition to products sourced from Provence, Shea butter is purchased directly from
women's groups in Burkina Faso as Fair Trade with the 'Ecocert' certification. The Shea
tree is considered sacred, and its butter is known as "women's gold" because it is how the
women make their money. Shea butter traditions are still used, such as only fallen fruit
may be collected by women, and only women know the secret to making shea butter.
According to the company, it does not conduct animal testing, and no animal product or
by-product, except for beehive products are used in the manufacturing process.
L'Occitane develops most of it products and ingredients in line with the organic
cosmetics specifications of Ecocert.
MELVITA:
L'Occitane bought Groupe M&A Development and its subsidiary, M&A Santé Beauté,
which includes the organic cosmetic brand Melvita, in 2008. The company, which was
founded in the Ardèche in 1983 by French biologist Bernard Chevilliat, commercializes
ecological and organic cosmetics principally in France. In 1990, Melvita launched its first
organic cosmetics range and its manufacturing obtained ECOCERT certification. They
now have stores in thirteen countries.
L’OCCITANE FOUNDATION:
La Foundation d‘Entreprise L‘Occitane is a private organization founded in 2006 by the
company, with a budget of 4 million Euros for 6 years, to support visually impaired
people and help the economic emancipation of women. It supports associations for the
visually impaired particularly in Burkina Faso with NGOs that are specialized in training
professionals to reduce blindness. The L'Occitane Foundation has formed a partnership
with Orbis, an organization that fights against avoidable blindness in developing
countries. To support economic emancipation of women, the L‘Occitane Foundation
partnered with the association Faa-I-tuora to improve the way of living of people in
Dissin, in the South West region of Burkina Faso.
ABOUT SPA L'OCCITANE:
Today, 25 Spas owned by L‘occitane operate in 16 Countries. The 3 flagships are located
in:
 France(Paris rue Sevres, rive gauche, awarded with Spa-a quality label)
 Hong Kong (Star Street, the trendy new Soho, elected as Best Spa in 2011)
 Brazil (Sao Paulo Bela Cintra that features a green living wall).

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Those sanctuaries of tranquility are inspired by a unique area in Provence: Camargue,
traditionally known as the ―Provence of water‖.
To extend this unique experience and offer it to a wider number of people, L’occitane is
now also present in exclusive 5*hotels around the world, with true story and soul set in
historical sites or lush green environments, and striving to promote the French art-de-
vivre.
Spa L‘OCCITANE is a true sanctuary of tranquility to rejuvenate body and soul and
invite to experience the ultimate in neutrality.
Every gesture, every ingredient, every ritual is drawn from a page of the L‘OCCITANE
grand herbarium, a resource of hundreds of essential oils and natural ingredients. The
experience takes you on a true olfactory journey, sequenced at every step by soothing or
energizing aromas, sensorial textures, and traditional massage techniques: A real voyage
of the senses!
Menu reflects the tradition Mediterranean ingredients: Immortelle from Corsica, Angelica
from the Drome, Almonds and Lavender from Haute-Provence… It offers signature
treatment for the face and body, for men & women, to promote pure well-being head-to-
toe.
Spa L‘OCCITANE in Star Street features 8 spacious treatment cabins, including a Vichy
Rain Shower, VIP rooms with hydrotherapies and Provencal hammam, as well as a
couple suite with private relaxation area.
CLOSE YOUR EYES, YOU'RE IN PROVENCE….
"We have designed a Spa in line with our true story, a Spa in Provence. The other
Provence, the Provence of water and sand dunes … Camargue. As a student, I enjoyed
losing myself on the sand tracks of the Camargue. I brought back memories from this
place : wood paled by water and salt, pebbles, reeds of Provence ... It is in this palette of
forms, shapes and colors that we sought the design and architecture of the Spas
L'OCCITANE"
Olivier Baussan
Founder of L'OCCITANE

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CONCEPT OF SPA L’OCCITANE:
 AN EXTENSION OF L’OCCITANE BRAND:
Every gesture, every ingredient, every ritual is drawn from a page of the L‘OCCITANE
grand herbarium, a resource of hundreds of essential oils and natural ingredients.
The escape begins with scent. The voyage of the senses continues through gestures,
sensorial textures, relaxing music and the herbal teas inspired by Provencal traditions.
The Spa is a natural extension of our brand. In respect for authenticity, we always prefer
hand-performed treatments over machines and traditional massage techniques over
technologies.
Just as the Camargue is a resting place for migrating birds, Spa L‘OCCITANE is a
sanctuary of tranquility rejuvenating your body and soul.
 A GLIMSE OF COMARGUE
Clay-covered walls, light-colored woods, wind-breaks made from reed stems, an
abundance of pebbles, shades and hues that seem lightened by the salt, sun and wind…
This is the Camargue – a wild land found between the arms of the Rhône that captured
the imagination of Olivier Baussan and inspired the landscape of the L‘OCCITANE
Spas.
There is something special about the Camargue. It is a different Provence – the Provence
of water. Protected since 1927, this natural park juxtaposes salt marshes with vast
beaches and lagoons.
It is a harsh environment, where Nature continues to impose its rule, but also a precious
territory due to its fragile and ephemeral character.
 A SOCIALLY RESPOSIBLE SPA
Every new project is an opportunity for L‘OCCITANE to go a step beyond in our
commitment for social responsibility.
A spa, because it is heavily water oriented, has to limit waste through constant controls
and continuous consciousness. We strive to maintain a green environment. For this
reason we select natural materials with traceable origin (and eco-friendly whenever
possible, like the bamboo) and save energy through controlled use of utilities.
This way, Spa L‘OCCITANE curbs our impact on the environment.
 THE FIRST L’OCCITANE SPAS
More than a launch – an achievement. The first L‘OCCITANE Spas opened their doors
back in 2001, in Brazil and Vietnam, followed by openings in Hong Kong and Taiwan.
These first spas served as a basis for reflection. It was here that the first treatment

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protocols were established and that the L‘OCCITANE Spa – a natural step for the brand
– took the form of a true experience provided by unique expertise.
AN AMPLE CHOICE OF TREATMENTS:
 From one land of the South to another, beauty secrets grow in the fields.
 Immortelle from Corsica, Shea butter from Burkina Faso, Lavender from
Provence, the lands and rituals of the South nurture the L‘OCCITANE treatments.
 L‘OCCITANE Spa offers an ample choice of face treatments, body treatments
and massages. There are based on natural ingredients and exclusive ritual 100%
hand-performed.
BODY MASSAGES:
 Relaxing, revitalizing, detoxifying or comforting, L‘OCCITANE offers body
massages and treatments to answer all your needs.
 For a complete well-being experience, discover our body scrubs and wraps in
combination with a massage.
 L‘OCCITANE also developed targeted treatments – for hands, legs, the back or
stomach area – as well as a specific massage dedicated to pregnant women.
BODY TREATMENTS:
 Relaxing, revitalizing, detoxifying or comforting, L‘OCCITANE offers body
massages and treatments to answer all your needs.
 For a complete well-being experience, discover our body scrubs and wraps in
combination with a massage.
 L‘OCCITANE also developed targeted treatments – for hands, legs, the back or
stomach area – as well as a specific massage dedicated to pregnant women.
COMPLEMENTARY TREATMENTS:
 Relaxing, revitalizing, detoxifying or comforting, L‘OCCITANE offers body
massages and treatments to answer all your needs.
 For a complete well-being experience, discover our body scrubs and wraps in
combination with a massage.

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 L‘OCCITANE also developed targeted treatments – for hands, legs, the back or
stomach area – as well as a specific massage dedicated to pregnant women.
FACE:
 Pollution, change in temperature or long exposure to sun, face is more exposed to
aggression than any other part of the body.
 L‘OCCITANE developed targeted facials adapted to each skin type and needs:
Angelica to moisturize, Shea butter to nourish and protect, Immortelle to smooth
and form, the Verdon line to energize men‘s skin.
 Exclusive massage sequences – lifting or draining – enhance the formula
efficiency.
SETS & HYDROTHERAPIES:
 Hammam, baths, Vichy shower, extend the pleasure of L‘OCCITANE treatments
with those unique sensorial experiences.
 Treatment sets are also available for a complete escape and overall well-being.

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OBJECTIVE OF PROJECT WORK
Why is wellness tourism on such an astounding growth track? It is important to first
understand its definition, which SRI defines as ―all travel associated with the pursuit of
maintaining or enhancing one‘s personal w e l l b e i n g .‖ It is not medical tourism; it is
an explosive new travel category that exists at the powerful intersection of two of the
world‘s largest markets—the US$2-trillion wellness economy and the US$3.2-
trillionglobal tourism industry.
Consider just a few of the key statistics: Wellness tourism is already a US$439-billion
market—or more than ONE in SEVEN of all tourist dollars—and is set to grow to
US$678.5 billion in three short years (by2017).It is directly responsible for 11.7million
global jobs, which deliver US$1.3trillion in global economic impact. And let‘s not forget
that wellness tourists spend, on average, 130 percent more than the average global
tourist!
While Europe and North America dominate this market for now, over 50percentofthe
projected growth in wellness tourism through 2017 will come from Asia, Latin America
and the Middle East/North Africa. Hence Wellness t ouri sm may be one of the most
important mega trends our world has ever seen.
Objectives:
 The prime concern of this Project is to build up confidence and to expose ourselves in the
challenging field of SPA and Wellness.
 To learn about the daily operations those are conducted in the Wellness organization.
 To be familiar with the operations and management of Wellness treatments and products
in real world situation to enhance the competence of the Wellness tourism industry.
 To gain knowledge about how the SPA‘s and Wellness centers are promoting in global
markets.
 To improve confidence levels to maximum level for real time healthcare activities for
choosing career path.
 To get exposer on global SPA and Wellness business

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SCOPE AND NEED OF PROJECT WORK
Post Graduate programs under Indian Institute of Tourism and Travel Management
(IITTM), offer project works at various Tourism & Cargo related industries to students
pursuing PGDM-TOURISM &CARGO Management in 4th
semester and is designed in
such a way which provides to tourism and Cargo management students an opportunity to
learn travel and tourism related knowledge and skills practically and theoretically. This
program designed to provide students an opportunity for meaningful career-related
experience in real organizational settings before they are opting for career. Usually
Students will practice and expand upon their knowledge and skills learned in the
classroom in a substantive work situation. Project is great job to learn, so that, students
earn credit and increased marketability for the permanent job search while learning more
about specific field and applying classroom knowledge in a corporate environment.

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LEARNING FROM PROJECT WORK
India stands at the forefront of today‘s global spa and wellness market, alluring
domestic and international visitors alike with the time-honored traditions of
Ayurveda and yoga and high quality, affordable medical tourism.
Now poised to become the fifth largest consumer market globally by 2020, India
demonstrates all the demographic advantages of an ideal market for leading
international spa and wellness brands.
At present, the country boasts a 350-millionstrong middle class, a notably large
youth population (50% of which are under the age of 25),rising levels of disposable
income, and associated increases in overall a aspiration and experimentation, as
well as obesity, related health issues, and health consciousness.
These factors, in conjunction with a growing number of low-cost domestic airlines,
like Spice Jet and Indigo, suggest that demand for all things wellness and spa is
expected to grow in the coming years.
DEFINING WELLNESS TOURISM:
There is much that is unwell about travel today. Wellness tourism is travel associated
with the pursuit of maintaining or enhancing one‘s personal well-being.
Medical, wellness and health tourism are three segments that have seen growth of
varying levels across countries of the world. Spas for man integral part of the wellness
tourism industry. The definition of wellness tourism as per Global Spa
Summitis: Wellness Tourism involves people who travel to a different place to pro
actively pursue activities that maintain or enhance their personal health and wellbeing,
and who are seeking unique, authentic or location-based experiences/therapies not
available at home.
The American Heritage Medical Dictionary terms ‗wellness as a ‗condition of good
physical, mental and emotional health, especially when maintained by an appropriate
diet, exercise and other lifestyle modifications.‘
In India, traditional medicine and preventive practices have always stressed on ‗a
healthy mind in a healthy body‘. Accordingly, Indian traditional practices of
Ayurveda, yoga and meditation we realigned to deliver physical and internal well-
being, mental peace and happiness.
WHAT IS WELLNESS?
The word ―wellness‖ entered the mainstream lexicon in t h e 1970s and has
dramatically grown in popularity over the last10-15 years. Still only hazily

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understood by most consumers, in popular usage the term can be applied to anything
that makes one feel good or that is ―healthy.‖ The modern concept of w e l l n e s s is
very much rooted in the Western (U.S. and European) traditions and may not be well
understood in other parts of the world. However, the tenets underlying wellness can be
traced to the ancient civilizations o f Asia, Greece, and Rome.
Consistent with the World Health Organization‘s definition of ―health,‖ this study defines
wellness as a state of complete physical, mental, and social well-being. It goes
beyond mere freedom from disease o r infirmity and emphasizes the proactive
maintenance and improvement of health and well-being.
Expressed on a continuum hat extends from reactive to proactive approaches to health,
wellness falls firmly on the proactive side, incorporating attitudes and pursuits that
prevent disease, improve health, enhance quality of life, and bring a person to
increasingly optimum levels of well-being.
WHY IS WELLNESS IMPORTANT TO PEOPLE, BUSINESS, &
GOVERNMENT?
According to WHO...
 Worldwide obesity has nearly doubledsince1980.
 Almost10%oftheworld‘sadult population has diabetes.
 Chronic disease is responsible for 60% of deaths.
 Over half the global business population has experienced an appreciable rise in
work place stress in recent years.
 From 2002 to 2020, health‘s spending in OECD countries will more than triple, to
$10 trillion.
 From 2000 to 2050, the proportion of the world‘s population over 60 years will
double.
THE WELLNESS TOURSIM ECONOMY:
 Wellness tourism represents about 6% (524.4 million) of all domestic and
international trips.
 Wellness tourism accounts for about 14% ($438.6 billion) of all domestic and
international tourism expenditures.
 Domestic wellness tourism is much larger than international, representing 84%
of wellness tourism trips and 68% of expenditures.
 Those who seek to maintain wellness while traveling (secondary-purpose
wellness travelers) represent 87% of wellness tourism trips
and86%ofexpenditures.

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 Wellness tourism is projected to grow by more than 9% per year through 2017,
nearly 50% faster than overall global tourism.
 Wellness tourism generates 11.7 million direct jobs, delivering $1.3 trillion of
global economic impact (1.8% of global GD Pin 2012)
CHARACTERISTICS OF WELLNESS TOURSITS:
 Primary-purpose international wellness travelers represent the smallest
segment but they spend more per trip.
 Secondary-purpose domestic wellness travelers constitute the largest segment,
but they spend less per trip ($680).
 Wellness tourists currently tend to be middle-aged, wealthy, educated, and from
Western and/or industrialized countries.
 The top source countries for outbound international wellness travelers are
currently in Europe and North America.
 Future wellness tourism growth will be driven by countries and consumers in
Asia, Middle East, and Latin America
Success and growth of global wellness industry is also are flections of fast-growing Spa
markets in developing nations. India has been one of the major countries in the world
offering wellness tourism—given its rich traditions of Ayurveda, meditation,
yogaandotherspiritualandhealingpractices.Aspertheministryoftourism,departmentofAYU
SH1andNABH2,wellness centre‘s include spas, Ayurveda centre‘s, yoga and
naturopathy centre‘s, fitness centre‘s, and skin care centre‘s, etc. Accreditation of
wellness centre‘s is under NABH as per quality standard defined for evaluation. The
ministry of tourism has also devised in centives for accredited wellness centre‘s and
Ayurveda hospitals to promote his segment.

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ABOUT SPA:
Spa - A business for the promotion of health care and wellness. Its main services consist
of massage and water applications, but may include steam, sauna, exercise, nutritional
therapy and dietary programs, yoga, meditation, herbal medicine, along with traditional
and complementary medicine.
HOTEL SPA:
Horwath Health and Wellness believes that there is a strong opportunity to develop
internationally- bench marked hotel spas, as well as destination and day spas, that
offer a full range of amenities similar to those in spa-mature markets in the region,
such as Hong Kongand Singapore. Thermal bathing, advanced beauty treatments,
medispa services, and male grooming are becoming increasingly popular around
the world. However, India has yet to fully explore application of these trends within its
own spa and wellness market.
Several major international brands have demonstrated both unique and
effective approaches to the establishment of spas across India.
 Taj Hotels Resorts and Palaces developed its own spa brand, JIVA spa, in
which the various TAJ properties offer differing amenities and standards.

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 The Leela Palaces, Hotels and Resorts have out sourced its spa to a UK-based
product company.
 The Oberoi Group‘s spas are only accessible to in-houseguests.
 Six Senses Hotels Resorts Spas is developing a day spa at Trump Towers
Pune
 Mandara Spa, with various properties across India, boasts one of the largest
spas in all of Asia.
 GOCO Hospitality is becoming an active player in the Indian hotel spa
market, with projects with MGM, Bellagio, and Ritz Carlton under
development, amongst others
DESTINATION SPAS:
Ananda in the Himalayas, located in Narendra Nagar, Uttarakhand, is India‘s only
currently operational destination spa of global repute clearly demonstrates room for
growth in this market segment. Fore seeing this trend, a number of destination spas
are currently in planning and development stages across the country. For example, in
the Himalayan region, Max Venture Pvt.Lt disconstructing Vana Retreats, a wellness
retreat on the outskirts of Dehradun, Uttarakhand.
GOCO Hospitality is in the process of creating a destination spa in Dharamshala,
Himachal Pradesh. In Kerala, destination spa packages are marketed to visitors year
round in an effort to compensate for low (monsoon) season occupancy.
INTRODUCTION TO MASSAGE THERAPY:
Massage is one of the oldest healing arts: Chinese records dating back 3,000 years
document its use; the ancient Hindus, Persians and Egyptians applied forms of massage
for many ailments; and Hippocrates wrote papers recommending the use of rubbing and
friction for joint and circulatory problems. Today, the benefits of massage are varied and
far-reaching. As an accepted part of many physical rehabilitation programs, massage
therapy has also proven beneficial for many chronic conditions, including low back pain,
arthritis, bursitis, fatigue, high blood pressure, diabetes, immunity suppression, infertility,
smoking cessation, depression, and more. And, as many millions will attest, massage also
helps relieve the stress and tension of everyday living that can lead to disease and illness.
WHAT IS IT EXACTLY?
Massage, bodywork and somatic therapies are defined as the application of various
techniques to the muscular structure and soft tissues of the human body. Specifically:

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Massage: The application of soft-tissue manipulation techniques to the body, generally
intended to reduce stress and fatigue while improving circulation. The many variations of
massage account for several different techniques.
Bodywork: Various forms of touch therapies that may use manipulation, movement,
and/or patterning to affect structural changes to the body.
Somatic: Meaning ―of the body.‖ Many times this term is used to denote a body/mind or
whole-body approach as distinguished from a physiology-only or environmental
perspective.
There are more than 250 variations of massage, bodywork, and somatic therapies and
many practitioners utilize multiple techniques. The application of these techniques may
include, but is not limited to, stroking, kneading, tapping, compression, vibration,
rocking, friction, and pressure to the muscular structure or soft tissues of the human body.
This may also include non-forceful passive or active movement and/or application of
techniques intended to affect the energetic systems of the body. The use of oils, lotions,
and powders may also be included to reduce friction on the skin.
THE BENEFITS OF MASSAGE:
What exactly are the benefits of receiving massage or bodywork treatments? Useful for
all of the conditions listed below and more, massage can:
 Alleviate low-back pain and improve range of motion.
 Assist with shorter, easier labor for expectant mothers and shorten maternity
hospital stays.
 Ease medication dependence.
 Enhance immunity by stimulating lymph flow—the body's natural defense
system.
 Exercise and stretch weak, tight, or atrophied muscles.
 Help athletes of any level prepare for, and recover from, strenuous workouts.
 Improve the condition of the body's largest organ—the skin.
 Increase joint flexibility.
 Lessen depression and anxiety.
 Promote tissue regeneration, reducing scar tissue and stretch marks.
 Pump oxygen and nutrients into tissues and vital organs, improving circulation.
 Reduce post-surgery adhesions and swelling.
 Reduce spasms and cramping.
 Relax and soften injured, tired, and overused muscles.
 Release endorphins—amino acids that work as the body's natural painkiller.

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 Relieve migraine pain.
A POWERFUL ALLY:
There's no denying the power of bodywork. Regardless of the adjectives we assign to it
(pampering, rejuvenating, therapeutic) or the reasons we seek it out (a luxurious treat,
stress relief, pain management), massage therapy can be a powerful ally in your
healthcare regimen.
Experts estimate that upwards of ninety percent of disease is stress related. And perhaps
nothing ages us faster, internally and externally, than high stress. While eliminating
anxiety and pressure altogether in this fast-paced world may be idealistic, massage can,
without a doubt, help manage stress. This translates into:
 Decreased anxiety.
 Enhanced sleep quality.
 Greater energy.
 Improved concentration.
 Increased circulation.
 Reduced fatigue.
PROFOUND EFFECTS:
In response to massage, specific physiological and chemical changes cascade throughout
the body, with profound effects. Research shows that with massage:
 Arthritis sufferers note fewer aches and less stiffness and pain.
 Asthmatic children show better pulmonary function and increased peak air flow.
 Burn injury patients report reduced pain, itching, and anxiety.
 High blood pressure patients demonstrate lower diastolic blood pressure, anxiety,
and stress hormones.
 Premenstrual syndrome sufferers have decreased water retention and cramping.
 Preterm infants have improved weight gain.
Research continues to show the enormous benefits of touch—which range from treating
chronic diseases, neurological disorders, and injuries, to alleviating the tensions of
modern lifestyles. Consequently, the medical community is actively embracing
bodywork, and massage is becoming an integral part of hospice care and neonatal
intensive care units. Many hospitals are also incorporating on-site massage practitioners
and even spas to treat post-surgery or pain patients as part of the recovery process.

21. 21
TYPES OF MASSAGE & BODYWORK:
Massage, bodywork, and somatic therapies are often complex mixtures of holistic healing
practices involving physical, emotional and spiritual components. The definitions that
follow provide only brief explanations of many of the techniques currently in practice.
These definitions have been compiled from a wide variety of sources. While some were
supplied by the developer of the technique, others were supplied by associations and
educational institutions involved with the individual technique. Still others are a blending
of information gleaned from several sources.
AHYANGAB:
Abhyanga, or oil massage, is an Ayurveda external treatment where one, two, or more
therapists use massage and aromatic herbal oils to bring balance to the body.
ACUPRESSURE:
Acupressure is an ancient healing art that uses the fingers to press key points on the
surface of the skin to stimulate the body‘s natural self-curative abilities. When these
points are pressed, they release muscular tension and promote the circulation of blood
and the body‘s life force (sometimes known as qi or chi) to aid healing. Acupuncture and
acupressure use the same points, but acupuncture employs needles, while acupressure
uses the gentle, but firm pressure of hands and feet. Acupressure continues to be the most
effective method for self-treatment of tension-related ailments by using the power and
sensitivity of the human hand. Acupressure can be effective in helping relieve headaches,
eye strain, sinus problems, neck pain, backaches, arthritis, muscle aches, tension due to
stress, ulcer pain, menstrual cramps, lower backaches, constipation, and indigestion. Self-
acupressure can also be used to relieve anxiety and improve sleep. There are also great
advantages to using acupressure as a way to balance the body and maintain good health.
The healing touch of acupressure reduces tension, increases circulation, and enables the
body to relax deeply. By relieving stress, acupressure strengthens resistance to disease
and promotes wellness. In acupressure, local symptoms are considered an expression of
the condition of the body as a whole. A tension headache, for instance, may be rooted in
the shoulder and neck area. Thus, acupressure focuses on relieving pain and discomfort,
as well as responding to tension, before it develops into a disease—before the
constrictions and imbalances can do further damage. The origins of acupressure are as
ancient as the instinctive impulse to hold your forehead or temples when you have a
headache. Everyone at one time or another has used their hands spontaneously to hold
tense or painful places on the body. More than five thousand years ago, the Chinese
discovered that pressing certain points on the body relieved pain where it occurred and

22. 22
also benefited other parts of the body more remote from the pain and the pressure point.
Gradually, they found other locations that not only alleviated pain, but also influenced the
functioning of certain internal organs
ACUPUNCTURE:
Acupuncture is an ancient oriental healing technique based on the Taoist philosophy of
balancing energy meridians within the body, thus allowing the body to heal itself. Fine
needles are painlessly inserted at key points corresponding to body organs to relieve pain
and cure disease and dysfunction. Related techniques include the use of low voltage,
electric current (electro acupuncture) or massage at key points (acupressure).
AROMATHERAPY:
The use of essential oils (extracted from herbs, flowers, resin, woods, and roots) in body
and skin care treatments is known as aromatherapy. Used as a healing technique for
thousands of years by the Egyptians, Greeks, and Romans, essential oils aid in relaxation,
improve circulation, and help the healing of wounds. Aromatherapy diffusers are utilized
to fill the massage room with the scent of the oils. Specific essential oils are blended by
the aroma therapist and added to carrier oil, such as almond oil, to be used during the
massage. Each oil has its own unique characteristics and benefits. Use of this technique
declined as the modern pharmaceutical industry developed. However, the French chemist
Gattefossé revived the art by coining the term aromatherapy and by publishing a book on
the subject in 1928.
ART THERAPY:
Using the media of the arts (sculpture, painting, collage, etc.) to provide release of
symbolic expression, art therapy allows the individual an opportunity to confront inner
perceptions of the self.
AYURVEDA:
Ayurveda is the five thousand year-old medical system of India. It is also a philosophy
that offers keys for creating harmony and balance in life. The Ayurveda physician studies
for five years and is supervised for one year in a hospital. Although there are some spas
in the United States that are designed as Ayurveda medical centers, most spas do not
focus on the treatment of disease. Instead they adopt elements of Ayurveda that focus on
positive life choices, general detoxification, relaxation, enhanced spiritual awareness, and
gentle exercise. An Ayurveda massage is one part of the traditional detoxification and
rejuvenation program of India called panchakarma, in which the entire body is vigorously
massaged with large amounts of warm oil and herbs to remove toxins from the system.

23. 23
With the client‘s permission, oil is also poured into the ears, between the eyebrows, and
at specific chakras, or energy points, during techniques known respectively as karna
purana, shirodhara, and marma chikitsa. These treatments have been modified to meet the
needs of the West and have been powerful in their effects on the mind and nervous
system—calming, balancing, and bringing both a heightened sense of awareness and
deep inner peace. The techniques can be done either as stand-alone treatments or in
conjunction with the Ayurveda body massage. The basis for effectively performing all of
the various Ayurveda massage techniques is a thorough understanding of the primordial
energies of the five elements (ether, air, fire, water, and earth) and of vata, pitta, and
kapha—the three basic constitutional types (similar to the ancient Greek method of
mind/body classification). This knowledge allows the therapist to determine not only
which Ayurveda massage techniques to use, but also how to customize treatments by
selecting the proper oils and herbs and the rate and pressure of massage strokes to
maximize the benefits for each client.
BALINESE MASSAGE:
Positioned above the client, the Balinese massage therapist performs a combination of
kneading strokes, skin rolling, and foot massage. Treatment is followed by an application
of coconut oil infused with spices.
BALNEOTHERAPY:
Ancient use of waters to restore and revitalize the body is known as balneotherapy. It has
been used to improve circulation, fortify the immune system, relieve pain, and treat
stress.
BELAVI FACELIFT MASSAGE:
A series of massage techniques using acupressure points, lymphatic drainage strokes, and
facial massage strokes, Belaví Facelift Massage is designed to firm sagging skin,
stimulate blood and oxygen, release toxins, and soften lines. The treatment also consists
of cleansing, exfoliating, hot towel wraps, and a honey lift massage treatment.
BODY ALIGNMENT:
Nerve impingement in cross-linked connective tissue is a major cause of chronic and
sports-associated pain. Through trauma (injury), compression, tension, free-radical
damage, pollution, and more, cross-linking of connective tissue is formed. These threads
of connective tissue adhere to adjacent strands, thereby decreasing range of motion,
reducing joint space, impinging nerves, and generally shortening the body. The Bio Sync
method releases collagen cross-linking by unwinding these locked and hardened strands,
thereby restoring the body‘s length, flexibility, and function and allowing regeneration

24. 24
and revitalization of the whole system. The Bio Sync method, developed by Mark Lamm,
NMT, is a sophisticated system of neuromuscular rehabilitation and reeducation and has
been successful with a wide range of muscular and trauma-related challenges. It is
complementary with existing medical and rehabilitative procedures.
BODY IMAGING ENHANCEMENT:
Based on a balance between body, mind, and feeling, body imaging enhancement
proposes that anatomical structural relationships of the body need to be realigned and
stabilized from a central line of the body. This line postural positions the body
relationally to the force of gravity. As a result of the correction, the client will experience
energy release and perceptible changes in body shape, flexibility, and movement.
Working with the neuromuscular and myofascial systems, the therapist uses manual
manipulations to stretch and release muscle tissue and fascia to create freedom and
flexibility of movement. It was developed by Dr. Mark Hendler and Denise Hendler.
BODY LOGIC:
Developed by Yamuna Zake, this is a highly organized system of structural
therapy/bodywork. This yoga-based therapy works the joints in every possible position to
create length and space.
BODY ROLLING:
Practiced on a six to ten inch ball, and following specific routines that imitate the logic of
the neuromuscular system, body rolling is a self-care practice that helps maintain the
health of the neuromuscular and skeletal systems, and assists controlling and
understanding the internal sensory experience.
BODY-MIND CENTERING:
Body-Mind Centering is a movement reeducation approach that explores how the body‘s
systems contribute to movement and self-awareness. Developed by Bonnie Bainbridge
Cohen, the approach also emphasizes movement patterns that develop during infancy and
childhood. Body-Mind Centering incorporates guided movement, exercise, imagery, and
hands-on work. The approach can be used with infants, children, and adults to resolve
movement problems and facilitate the ―body-mind dialogue.‖
BODYTALK:
Developed by chiropractor/acupuncturist Dr. John Veltheim, Body Talk is based on bio-
energetic psychology, dynamic systems theory, Chinese medicine, and applied

25. 25
kinesiology. It has been extensively tested and used in clinics and hospitals in the United
States, Europe, and Australia. By integrating a series of tapping, breathing, and focusing
techniques, Body Talk does not require diagnosis and therefore is within the scope of
practice of LMTs and body workers. Its intent is to help the body synchronize and
balance its parts (organs, endocrine, lymph, brain, meridians, etc.) so they communicate
effortlessly and heal themselves. It strengthens the body‘s innate knowledge of how to
repair itself. Body Talk is used to address a range of health problems including
fibromyalgia, infections, parasites, chronic fatigue, allergies, addictions, and cellular
damage.
BRAIN GYM:
Created by Paul and Gail Dennison, Brain Gym (or Educational Kinesiology or Edu-K) is
a sensor motor program based on research by educational therapists, developmental
optometrists, and other specialists in the fields of movement, education, and child
development. Brain Gym consists of twenty-six targeted activities similar to those
performed naturally by young children as part of the process of brain development. Brain
Gym prepares learners with the physical skills they need to read, write, concentrate,
organize, and otherwise function effectively in the classroom or the adult workplace.
BREAST MASSAGE:
This technique entails specific kneading, rubbing, and/or squeezing strokes applied to the
soft tissue of the breast to increase lymph and blood flow. As poor circulation to this area
can produce uncomfortable symptoms, and breast scarring caused by surgery and/or
trauma can cause painful syndromes and obstruct blood and lymph flow, breast wellness
becomes increasingly important. The practice of breast massage should be in conjunction
with (and not a substitute for) regular self-breast exams. If a lump is found in the breast,
the area should not be massaged until a physician is consulted.
BREATHE THERAPY:
Breathe therapy, which can ease anxieties and reduce stress, is the use of respiratory
exercises to open lung passages, oxygenate the blood, and cleanse the body by
eliminating gaseous toxins. The client is encouraged to breathe deeply while the therapist
works the appropriate muscles.
CHAIR MASSAGE:
Known as seated massage, chair massage, or on-site massage, this technique involves the
use of a specially designed massage chair in which the client sits comfortably. The
modern chair massage was originally developed David Palmer, but the technique is
centuries-old, with some Japanese block prints illustrating people having just emerged

26. 26
from a nearby bath, receiving massage while seated on a low stool. Seated massage
includes bodywork and somatic techniques, such as shiatsu, amma, and Swedish
massage, provided to the fully clothed client in a variety of settings, including businesses,
airports, and street fairs.
COLON HYDROTHERAPY:
A gentle infusion of warm water through the colon is used to cleanse trapped impurities,
preventing the recycling of toxins into the blood stream.
COLOR THERAPY:
An ancient system using specific color rays to treat the body and mind, color therapy is
based on the notion that organs and systems vibrate at certain frequencies. By applying a
particular color ray on an area, the correct vibration--bringing with it health--will be
restored.
COMPLEMENTARY AND ALTERNATIVE MEDICINE:
Complementary and alternative medicine (CAM) incorporates a large group of healthcare
practices and treatments that are considered outside of or supplemental to the scope of
conventional medicine. May involve either mental or physical techniques, and some
therapies may include use of herbs, meditation, and/or massage.
DEEP TISSUE MASSAGE:
Techniques that utilize deep-tissue/deep-muscle massage are administered to affect the
sub-layer of musculature and fascia. These techniques require advanced training and a
thorough understanding of anatomy and physiology. The muscles must be relaxed in
order to effectively perform deep-tissue massage, otherwise tight surface muscles prevent
the practitioner from reaching deeper musculature. It helps with chronic muscular pain
and injury rehabilitation and reduces inflammation-related pain caused by arthritis and
tendinitis. It is generally integrated with other massage techniques.
FASCIAL MOBILIZATION:
The fascial system is one continuous, laminated, connective-tissue sheath that spreads
without interruption throughout the entire body in a three-dimensional web. Fascial
mobilization allows therapists to locate and address restrictions in the fascial system that
are causing asymmetries, postural malalignment, abnormal tensions, and pressures that
can lead to pain and dysfunction. The goal of fascial mobilization is to produce a well-
balanced, symmetrical, and mobile body within the skeletal, soft-tissue, and craniosacral
systems.

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FIVE-ELEMENT SHIATSU:
This technique is based on classical Chinese medicine‘s law of the five elements. The
five-element system views the human body as a microcosm of the universe with the tides
of energy and emotions waxing and waning. These energies and emotions are stored in
the visceral organs and move through specific pathways or meridians in the body in a
regular and cyclical fashion. When these energies or emotions become blocked, or
deficient or excessive through stress, trauma, or disease, the five-element practitioner
may use carefully controlled pressure on certain meridian points to help move the energy
or emotions. This restores the natural cycle of energy and emotional movement, thus
helping the person‘s natural ability to heal.
FOOT ZONE THERAPY:
Foot zone therapy is based on the premise that energy flows through the body in
meridians from the brain to the feet. Every organ and cell has a representative point. On
the foot, and when pressure is applied, the brain sends a signal to the corresponding part
of the body to facilitate healing and restore balance. Temporary pain, defined also as a
blockage of energy flow, is felt on areas of the foot that correspond to the affected organ
or body part. When the pain is relieved or reduced, the healing process has begun.
Positive and apparent results are felt almost immediately. Foot zone therapy dates back
five thousand years and was used in ancient China and India. Egyptian hieroglyphs and
paintings also show the use of this method. But not until the twentieth century, when Dr.
Erdal of Norway used a form of this therapy to cure himself of paralysis, did foot zone
therapy get rediscovered. After more than twenty years of intensive clinical research,
Erdal has codified his findings into a medical science widely respected throughout
Europe.
HOMEOPATHY:
Alternative healing method developed into a system by Samuel Hahnemann in the late
1700s, and based on a ―like cures like‖ principle--that is, if a substance can cause
symptoms in a healthy person, and then it can stimulate self-healing of similar symptoms
in a sick person. Clients are given minute amounts of natural substances to stimulate the
body to cure itself. When these nontoxic substances are properly administered for an
individual‘s unique symptoms, they can be safely used by infants, children, and adults.
There are no known or suspected contraindications or drug interactions between
homeopathic and conventional medicines.

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HYDROTHERAPY:
Although ancient Greece and Rome both adopted the beliefs that water had healing
properties, it was the Romans to first integrate hydrotherapy into their social life, building
temples and baths near natural springs. Father Sebastian Kneipp from Worishofen,
Bavarian, however, was the true father of modern-day hydro therapy in Germany.
Various hydrotherapy massage techniques exist and are generally utilized by
massage/bodywork practitioners, physical therapists, physicians, and spa technicians.
These include underwater massage, herbal baths, thalasso therapy, Kneipp therapy, Vichy
treatments, Scotch hoses, and Swiss showers.
STONE THERAPY:
Stones of all shapes and sizes and varying temperatures, ranging from zero to 140
degrees, are used during LA Stone massage therapy to elicit physical healing, mental
relaxation, and a spiritual connection to earth energy. Warm stones encourage the
exchange of blood and lymph and provide soothing heat for deep-tissue work. Cold
stones aid with inflammation, moving blood out of the area, and balancing male/female
energies. Stones are placed in varying positions on the body for energy balancing or may
be used by the therapist for specific trigger-point work. The alternating heat and cold of
thermotherapy brings the entire body into the healing process, with a rapid exchange of
blood and oxygen and alternating rise and fall of respiration rate as the body seeks
homeostasis. LA Stone therapy requires less effort from the practitioner‘s own body and
delivers healing warmth to the hands, benefitting the therapist, as well as the client.
Founder Mary Harrigan drew from the wisdom of ancient healers in using thermotherapy
as the basis for her approach.
LOMI-LOMI:
This system of massage utilizes very large, broad movements. Two-handed, forearm, and
elbow application of strokes, which cover a broad area, is characteristic of lomilomi.
Similar to Swedish massage in many aspects, this system uses prayer and the
acknowledgment of the existence of a higher power as an integral part of the technique.
Lomilomi--Hawaiian for rub is described by teacher Aunty Margaret Machado as ―the
loving touch--a connection between heart, hand, and soul with the source of all life.‖
Aunty Margaret was the first to teach lomilomi in a formal, classroom situation;
previously the training was passed on within the family by Kahunas or shamans. Oils are
used in the application of cross-fiber friction techniques. The practitioner often uses the
forearm and elbow in the application of pressure.

29. 29
LYMPH DRAINAGE THERAPY:
Lymph Drainage Therapy (LDT) is unique in that healthcare professionals learn how to
palpate the lymphatic flow. As they develop their skills, they can then identify the
rhythm, direction, and quality of the lymphatic flow. Advanced practitioners will be able
to precisely map the lymphatic flow to find alternate pathways for drainage. Developed
by Bruno Chikly, MD, Lymph Drainage Therapy evolved from years of training in
traditional medicine, Asian medical practices, and manual therapies.
MANUAL LYMPH DRAINAGE:
The strokes applied in manual lymph drainage are intended to stimulate the movement of
the lymphatic fluids in order to assist the body in cleansing. This is a gentle, rhythmical
technique that cleanses the connective tissue of inflammatory materials and toxins,
enhances the activity of the immune system, reduces pain, and lowers the activity of the
sympathetic nervous system. The most widely taught and generally accepted form of this
technique was created by Dr. Vodder of Austria and requires advanced training and
precise movements.
MASSAGE & MASSAGE THERAPY:
Massage or massage therapy are systems of structured palpation or movement of the soft
tissue of the body. The massage system may include, but is not limited to, such
techniques as, stroking, kneading, gliding, percussion, friction, vibration, compression,
passive or active stretching within the normal anatomical range of movement; effleurage
(either firm or light soothing, stroking movement, without dragging the skin, using either
padded parts of fingertips or palms); petrissage (lifting or picking up muscles and rolling
the folds of skin); or tapotement (striking with the side of the hand, usually with partly
flexed fingers, rhythmic movements with fingers or short rapid movements of sides of the
hand). These techniques may be applied with or without the aid of lubricants, salt or
herbal preparations, hydro massage, thermal massage or a massage device that mimics or
enhances the actions possible by human hands. The purpose of the practice of massage is
to enhance the general health and well-being of the recipient. Massage does not include
the diagnosis of a specific pathology, the prescription of drugs or controlled substances,
spinal manipulation or those acts of physical therapy that are outside the scope of
massage therapy.
MASSOTHERAPY:
Another term meaning therapeutic muscle massage.

30. 30
MAYA ABDOMINAL MASSAGE:
Maya Abdominal Massage is a noninvasive, external, massage technique. It guides
internal abdominal organs into their proper position for optimum health and well-being.
Maya massage improves organ function by releasing physical and emotional congestion
from the abdomen. The technique applies anatomy, physiology, herbology, and
naprapathy with Ancient Maya healing techniques to address common female complaints
such as painful or irregular periods, varicose veins, lower backache, infertility, and more.
The techniques also address male complaints such as prostrate swelling and
inflammation, frequent urination, and impotency. The technique works by relieving
congestion and blockages to improve the flow of chi and fluids of the circulatory,
lymphatic, and nervous systems to prevent the progression of chronic disease
symptomology. Dr. Rosita Arvigo, DN, developed these techniques after apprenticing
with Don Elijio Panti, the last of the traditional Maya shaman in Central America, where
she has lived for more than thirty years. The Arvigo Techniques of Maya Abdominal
Massage combine modern science with traditional healing and wisdom to produce a
holistic path to physical, emotional, and spiritual well-being.
NAPRAPATHY:
With influences from osteopathy and chiropractic, this system of treatment uses soft-
tissue manipulation to release tension and balance energy flows in the body. The
practitioner uses palpation to explore the tissue, looking for rigid, contracted areas of the
body, then begins repetitive, rhythmic, thrusts to gently stretch the contracted connective
tissues. Sessions usually last thirty minutes, focusing mainly on the ligaments near the
spinal column. Diet, exercise, and postural adjustments help improve circulatory and
nervous system function.
NATUROPATHIC MEDICINE:
Naturopathy integrates a wide range of natural therapeutics emphasizing the healing
power of nature to treat the causes of disease, rather than suppressing the symptoms. As
part of a holistic medical healthcare system with an emphasis on education and
prevention, the naturopathic physician seeks to motivate the individual toward a healthy
and balanced diet, lifestyle, and mental attitude. Treatments such as homeopathic
medicines, clinical nutrition, traditional Asian medicine, and acupuncture are used to
enhance the body‘s natural healing process.
PRENATAL/PREGNANCY MASSAGE:
Performed by a trained perinatal specialist, many methods of massage and somatic
therapies are both effective and safe prenatally and during labor and postpartum periods

31. 31
of women‘s pregnancies. Prenatally, specific techniques can reduce pregnancy
discomforts and concerns and enhance the physiological and emotional well-being of
both mother and fetus. Skilled, appropriate touch facilitates labor, shortening labor times
and easing pain and anxiety. In the postpartum period, specialized techniques rebalance
structure, physiology, and emotions of the new mother and may help her to bond with
and care for her infant. Specialized, advanced training in the anatomy, physiology,
complications, precautions, and contraindications is highly recommended, and many
practitioners require referrals from physicians prior to therapy.
REFLEXOLOGY:
Based on an ancient Chinese therapy, reflexology involves manipulation of specific
reflex areas in the foot, hands, and ears that correspond to other parts of the body.
Sometimes referred to as zone therapy, this bodywork involves application of pressure to
these reflex zones to stimulate body organs and relieve areas of congestion. Similar to
acupressure principles, reflexology works with the body‘s energy flow to stimulate self-
healing and maintain balance in physical function. This technique is used to reduce pain,
increase relaxation, and stimulate circulation of blood and lymphatic fluids. It is
especially useful in stress-related illness and emotional disorders. Reflexology is also
convenient in cases where an area of the body is traumatized or diseased to the extent that
direct manipulation is not appropriate. `
REICHIAN RELEASE This technique utilizes manipulation of the musculo-skeletal
system to release emotional blockages from the body. It was established from the works
of Wilhelm Reich, an Austrian psychoanalyst.
REIKI HEALING--USUI SYSTEM:
Reiki healing is a hands-on energy healing art. It was originated in Japan in the early 20th
century by Mikao Usui, who had a life-changing experience of light and energy that he
recognized as reiki--sacred life force--and that awakened his innate healing abilities. He
developed a system of practices that enabled others to become effective healers. In a reiki
healing session, the practitioner, trained to access and serve as a channel for the life force
(ki or chi), places her hands on or just above the client‘s body in order to activate healing
energy within receptive points on the body. The practitioner‘s hands move progressively
with a passive touch through twelve positions on the body, remaining in each position for
three to five minutes. As a harmonic flow of energy is strengthened, within the client and
practitioner, healing occurs through the return of physical, mental, and spiritual balance.
SHIATSU:
Developed in Japan, shiatsu is a finger-pressure technique utilizing traditional
acupuncture points. Similar to acupressure, shiatsu concentrates on unblocking the flow

32. 32
of life energy and restoring balance in the meridians and organs in order to promote self-
healing. With the client reclining, the practitioner applies pressure with the finger, thumb,
palm, elbow, or knee to specific zones on the skin located along the energy meridians.
The treatment brings about a sense of relaxation while stimulating blood and lymphatic
flow. The benefits of this treatment may include pain relief and a strengthening of the
body‘s resistance to disease and disorder.
SPORTS MASSAGE:
Sports massage is designed to enhance athletic performance and recovery. There are three
contexts in which sports massage can be useful to an athlete: pre-event, post-event, and
injury treatment. Pre-event massage is delivered at the performance site, usually with the
athlete fully clothed. Fast-paced and stimulating, it helps to establish blood flow and to
warm up muscles. During the massage, the athlete generally focuses on visualizing the
upcoming event. Post-event massage is also delivered on site, through the clothes. The
intent here is to calm the nervous system and begin the process of flushing toxins and
waste products out of the body. Post-event massage can reduce recovery time, enabling
an athlete to resume training much sooner than rest alone would allow. When an athlete
sustains an injury, skillful massage therapy can often speed and improve the quality of
healing.
SWEDISH MASSAGE:
One of the most commonly taught and well-known massage techniques, Swedish
massage is a vigorous system of treatment designed to energize the body by stimulating
circulation. Five basic strokes, all flowing toward the heart, are used to manipulate the
soft tissues of the body. The disrobed client is covered by a sheet, with only the area
being worked on exposed. Therapists use a combination of kneading, rolling, vibrational,
percussive, and tapping movements, with the application of oil, to reduce friction on the
skin. The many benefits of Swedish massage may include generalized relaxation,
dissolution of scar tissue adhesions, and improved circulation, which may speed healing
and reduce swelling from injury.
THAI MASSAGE:
Also called nuad bo rarn, Thai massage has been taught and practiced in Thailand for
approximately twenty-five hundred years. Although the origins are somewhat vague,
credit for Thai massage is given to a famous Indian doctor, Shivago Komarpaj, who was
the personal physician of the Buddha and Magadha king. Historically, manipulation was
one of four major branches composing traditional Thai ceremonies or magical practices.
This is based on the theory the body is made up of seventy-two thousand sen, or energy
lines, of which ten hold top priority. Thai massage also involves peripheral stimulating,

33. 33
meaning it acts as an external stimulant to produce specific internal effects. This point
serves as the main division between Thai and Western massage. Thai massage is
practiced on a firm mat on the floor instead of on a table, instrumental in the effective use
of the practitioner‘s body weight. Except for the feet, the client remains fully clothed, so
draping is not necessary.
TRIGGER POINT MYOTHERAPY:
Trigger point myotherapy is a noninvasive therapeutic modality for the relief and control
of myofascial pain and dysfunction. The goal of treatment is the client‘s recovery from or
a significant reduction in myofascial pain. The treatment goal is achieved through a
systematized approach. Treatment consists of trigger point compression, myomassage,
passive stretching, and a regime of corrective exercises. Success may be measured
subjectively by the level of pain reduction experienced by the client and objectively
through increased range of motion, strength, endurance, and other measures of improved
function. Trigger point myotherapy relies heavily on client-therapist interaction,
including verbal and nonverbal elements. The myotherapist encourages the client to be
personally responsible for their improvement, with attention to such factors as nutritional
intake, stress, proper exercises, mechanical abnormalities, and other physical
components. These elements protect the client from delayed diagnosis, delayed treatment,
or contraindicated treatment, which are the concerns of first order. Trigger point
myotherapy is an integrating approach to myofascial pain and dysfunction.
YOGA:
The word yoga describes a variety of Hindu practices developed in ancient India to unify
body and mind with universal spirit, thereby encouraging physical and mental well-being.
Yoga most commonly involves a series of stretching postures (called asanas), breathing
exercises, and meditative practices. Diet is also considered important to this discipline.
Yoga increases flexibility, improves muscle tone, and is helpful in the reduction of stress.
YOGASSAGE:
This is a massage modality that enhances the free and natural movements of the body
through gentle, sustained stretching and applied pressure. Gentle vibration and energy
work with the chakras is integrated into a gracefully flowing sequence. Unique
positioning with props is incorporated to facilitate myofascial stretching without strain.
Yogassage has been compared to Thai massage on a table, as it blends elements from
both the Eastern and Western cultures of bodywork.

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ZERO BALANCING:
Zero Balancing was developed by Fritz Smith, MD, and has its roots in osteopathy,
acupuncture, Rolfing, and meditation. Relaxing, yet energizing, Zero Balancing
integrates fundamental principles of Western medicine with Eastern concepts of energy.
This technique provides clients the possibility of healing by addressing the energy flow
of the skeletal system. By working with bone energy, zero balancing seeks to correct
imbalances between energy and structure, providing relief from pain, anxiety, and stress.
A Zero Balancing session, which consists of gentle acupressure focusing on joints and
bones, generally takes thirty to forty minutes and is done through the client‘s clothing
while they lie on a massage table. For the massage therapist or body worker, Zero
Balancing may enhance other modalities and open new avenues of energetic and
structural balancing through touch.
WELLNESSTOURISMBYREGIONS:
The top five countries (United States, Germany, Japan, France, and Austria) account for
over half of the market (63%ofexpenditures).
 Among the world stop twenty countries for inbound /international and domestic
wellness tourism (interms of combined market size), overhaul fare in Europe.
 Countriesthatreceivethemostinboundinternationalwellnesstourismarrivals: United
States, France, Austria, Germany, Switzerland.
 Countries that have the most domestic wellness tourism trips: United States,
Germany, Japan, China, France.
 Fifteen countries account for75-85% of outbound international wellness strips,
led by Europe, North America, and wealthier/developed Asian countries
SPA TOURISM & WELLNESS TOURISM:
 Spa is a core business with in wellness tourism and accounts for a significant
portion of the wellness tourism economy.
 In2012, spa tourism represented a$179.7 billion market, with 224.9 million spa
trips made both internationally and domestically.
 In2007, SRI International estimated spatourismat$106.0 billion, with142million
spa trips. This represents 11.1% average annual growth in spa tourism
expenditures overthelast5years, and 9.6% average annual growth in the number
of spa trips.
 Non-spa wellness tourism expenditures are made by tourists in many wellness-
specific and ―generic‖ activities and businesses, including healthy hotels, fitness,
yoga, retreats, preventive health checkups, lodging, restaurants, retail ,and
soon.

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WELLNESS TOURISM IS DIFFERENT FROM MEDICAL
TOURISM:
The survey revealed by SRI international that despite this widespread terminology
confusion, respondents felt strongly that wellness tourists are an entirely different
consumer segment than medical tourists: 94% argued that the needs/interests of these two
types of tourists are different. And this position held true for respondents across Asia,
Europe and North America.
After analyzing definitions currently in use worldwide, in conjunction with the survey
results and interviews conducted for the 12-country case studies, the authors
recommended the following definitions:
MEDICAL TOURISM:
Medical tourism involves people who travel to a different place to receive treatment for a
disease, ailment or condition, and who are seeking lower cost of care, higher quality of
care, better access to care or different care than what they could receive at home. The
category also includes cross-border travel by persons seeking cosmetic enhancements. It
involves conventional medical approaches, performed by licensed medical professionals
at medical facilities to solve problems. The consumer: either ill or seeking
cosmetic/dental surgical procedures or enhancements.
WELLNESS TOURISM:
Wellness tourism involves people who travel to a different place to proactively pursue
activities that maintains or enhance their personal health and wellbeing, and who are
seeking unique, authentic or location-based experiences/therapies not available at home.
These experiences may, but typically do not involve, medical doctors/facilities. The
consumer: seeking integrated wellness and prevention approaches to improve their
health/quality of life.
A MODEL FOR UNDERSTANDING WELLNESS AND MEDICAL TOURISM:

36. 36
 Medical tourism data is more widely available than wellness tourism data;
however, research data for both sectors (at both the country and global level) is
spotty, unreliable and inconsistent.
 Organizational structures for developing, supporting and promoting medical
tourism and wellness tourism vary widely from country to country, and tend to be
closely linked to each nation‘s overall governing structure (e.g., a centralized
national government versus federal/state system, etc.).
 Governments in developing countries typically play a much more active role in
guiding, supporting and promoting all tourism sectors, while in developed
countries, tourism sector development and promotion are typically more private
sector-driven or collaborative in nature.
 Medical tourism has typically been more actively supported/promoted by
governments than wellness tourism. Possibly because medical tourism is an older,
more established concept; has a growing international profile in recent years; is
easier to define; and is oft perceived by governments as more ―lucrative‖ than
wellness tourism. This is changing: More countries and governments are
increasingly paying attention to both sectors.

37. 37
 Countries with well-developed public-private collaborative bodies (i.e., medical
tourism or wellness tourism ―cluster networks‖ or associations with broad
participation) typically (and not surprisingly) function more effectively in
development/promotion than those with fragmented, ad hoc structures.
 In countries‘ promotional materials (such as national tourism websites), wellness
tourism tends to be more heavily emphasized than medical tourism. Wellness
tourism promotion also tends to be heavily dominated by spas (even if the country
possesses many other wellness-related offerings). The degree of emphasis on
unique/local offerings and traditions varies from country to country, but is broadly
increasing over time.
 Medical tourism promotion tends to be more private sector-driven. The most
widespread promotional/marketing approach is for a country to attempt to reach
potential tourists through medical tourism facilitators, rather than engaging in
direct online promotion or traditional tourism promotional channels.
 Many countries do not yet have a strong national brand image for either medical
tourism or wellness tourism, even in countries considered to be leading market
players. Too many ―generic‖ or standardized products/services are on offer, and
most countries are not effectively capitalizing on their specialties for medical
tourism campaigns ─ or their immense wealth of indigenous, traditional and
natural asset-based wellness/healing traditions for wellness tourism.
 As medical tourism and wellness tourism markets become more crowded and
competitive, it will become increasingly important for countries to differentiate
themselves around factors other than cost and quality.
TALENT CRUNCH:
Wellness services will require 600,000 additional skilled personnel over the next 5 years.
However, their availability is a concern.
Rapid growth in the wellness industry, together with increased penetration of the
organized sector, hassled to huge demand for trained professionals. The industry will
require over 600,000 additional skilled personnel during the next five years. Lack of a
universally accepted accreditation or standard of education affects the quality of
training imparted in local academies. Few players‘ offer reliable education with
adequate practical training.

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While consumers grapple with unreliable quality of service and even risk injury due to
untrained personnel, this talent crunch impacts scalability plans of organized players
and presents a huge challenge in employee retention.
Absence of an accreditation body for recognizing wellness courses restricts the
development of good quality raining institutes. This also deters prospective students
from considering such courses as a viable career alternative. There is a clear need to
motivate private players to participate in wellness education and training. Lack of
sufficient incentives has limited the number of participants in this space.
MARKETING MIX:
Day Spa Promotions:
We really have a tremendous opportunity to celebrate each year with promotions and
marketing events that will attract new clients, while also introducing our regular guests to
new services. It's time to create a full annual calendar of exciting monthly marketing
promotions that are client and community oriented. The most progressive full-service
Day Spa Salons are more than a phenomena today, they are a successful reality!
As comfortable as we are with day spa salons and our full array of luxury services, we
must truly remember that many more people have not experienced a day spa service yet!
You have to develop your day spa clientele by constantly working to expand the services
provided to your regulars, while also developing promotions that will attract new first-
time clients. Creating the normal paid advertisements, discounted special services and
other marketing events are just some of the methods to build day spa service sales.
Progressive day spa marketeers design something for every week and month of the
calendar year to build both service and retail programs. The following promotional
concepts and ideas are suggestions to get your 2001 Marketing and promotions Calendar
started. Let's start with the basics.
STAFF MARKETING MEETINGS
Begin with an interactive staff meeting where everyone must come prepared to share at
least several of their own fresh day spa promotional ideas that will:
 Attract new day spa service clients
 Keep day spa regulars coming back again and again
 Introduce regulars to new day spa services
 Get your day spa salon team involved within the local communities
 Generate community excitement without the need for constant 'paid
advertisements'

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 Build personal and day spa salon team sales
 MOST IMPORTANTLY: Create ongoing FUN Team Spirit
Keep these meetings set up as informal discussions, so everyone has a chance to suggest
new ideas. Tell everyone that each month two staff members will be placed in charge of a
promotional activity promoting various day spa services and products. During the
meeting, create a big DAY SPA PROMOTIONS LIST written on large sheets of paper,
posted on the wall. Never criticize any idea during this interchange. The manager and the
entire staff should help work on each promotional event, yet it is up to the two designated
staff members, to supervise the event no matter how big or small. Attempt to get
everyone involved, one month at a time. Start properly by making each promotional
activity a true team event, not something you assign or create for the staff.
MONTHLY PROMOTIONAL CALENDARS
Target a major special theme or prospective new clientele base every month of the year,
even if you have one, two, three or four events per month. If you have not done this
before, start slowly with one promotion per month, ramping up to multiple retail and
service promotions by mid-year. Here are just a few calendarized ideas to get you started:
January New Year - New You Total Beautycare Makeover Events
February Sweetheart Specials & Couples Events
March Spring Aromatherapy Celebration & Lady's Club Events
April Easter Fundraising & Spring Celebration Events
May Special Mother's Day Events & Prom Packages
June Graduations & Father's Day Specials
July Summer Fun In The Sun Promotions
August Back-To-School, Teacher & Sorority Events
September Fall Fashion Events & TV Talk Shows
October Fall Back - Into New Day of Beauty & SpaWorks Events
November Business Women's Specials & Programs
December Holiday Gift Certificate & Gift Basket Promotions
NETWORKING
Next, we suggest you begin to "Network" with clients, community leaders, your
distributor‘s sales consultants, friends and business associates before you begin to
confirm any of your earlier ideas from the staff Promotional Brainstorming Meetings.
Every Chamber of Commerce has a 'Community Organizations List', sometimes known
as 'The Presidents List'. This list contains the names, addresses and telephone numbers of
the most important people in town from political leaders to socialites, civic, religious and

40. 40
fraternal organization leaders. Many Chambers sell this list for a few dollars. Others only
give it to their members.
Join the Chamber, so you can attend their networking parties. As you get to know these
local leaders, you can offer to work with them on fashion shows, lecture-demonstrations,
charity fundraisers, Club Discount Nights and many other activities. Offer every one of
the presidents, vice presidents and social committee chair people a 20% OFF V.I.P.
Introductory Discount or some valuable day spa introduction freebie gift. If you are
computerized, it will be easy to send them each a personalized letter offering to work
with their clubs on these same promotional activities.
DAY SPA PROMOTION IDEA STARTERS
To get you and your staff started, here are a few ideas. Remember, some promotions can
be done right within your day spa salon, while others will require getting more actively
involved outside of your day spa within your local community. Be open to a full array of
promotional activities that are fun for you, your staff... and most importantly - your
clients!
CLIENT REFERRAL PLANS
These special promotions really do work - but only if you and your entire staff create a
long-term partnership to make them work! Create printed day spa salon brochures that
offer a free facial, massage or manicure to anyone who sends in at least 2 of their friends.
This Client Referral Brochure should briefly tell about your day spa and salon services.
This brochure should include 2 each of 6 separate 'Facial', 'Massage' and 'Nailcare
Discount Certificates' each valid for a 1/2 price introductory Service - for new clients
only! After each 2 new day spa clients come in - reward your referring regulars with the
same FREE facial, massage or manicure. You must create exciting offers that will
motivate your clients to bring in their friends, business associates and relatives. Introduce
this Client Referral promotion by asking each client; "How would you like your next
facial (or massage / manicure) for FREE?"
Visit an artist at your local quick printer to create and print professional day spa Client
Referral Brochures. Client Referral Programs don't work on a short term basis. You must
continually promote them all year long!
REFERRAL - GIFT CERTIFICATE SALE
This is a terrific idea to build new day spa clients through your regulars. It simply works
like a New Client Referral Certificate Sale. Create posters that note "Buy Any 2 Day Spa
Gift Certificates - For friends and Family... Get the same certificate for yourself - FREE!"
It will be important to have pre-printed day spa salon gift certificates prepared, so you
can write in the new person's name, address and telephone number. Remember to tell

41. 41
each client that they must send in new clients 'who have never been into your salon for
day spa services before', in order to be eligible for their own promotional gift. This
promotion will work all year long, but it works best if only promoted once or twice a year
around Valentine's Day, Easter, Mother's Day, Father's Day, Graduation or the year-end
Gift-Giving Holidays.
COUNTRY CLUB INVITATIONALS
Work with the Owners and Social Directors of your local Country Clubs to have a
Special Lady's Day Out - for a 'Day Of Beauty'. Attempt to have the Country Club
officially sponsor this event, by having at least 10 women sign up for a special day. Give
everyone attending a special free luncheon as part of the package, a 20% discount or
both. Offer to have the Country Club use your day spa as a social meeting setting.
Another idea is to offer a 'Tour Of Beauty' where you invite each Country Club to a tour
of your day spa, with a one hour lecture demonstration on the various skincare, haircare,
nailcare and bodycare treatments. Pre-plan to make this either a women's event or a
couples event. In this event, offer a 'Day Of Beauty' as a door prize to one lucky person in
the audience.
MEN'S SPA-NITE OUT PROGRAMS
Create the opportunity for men to have their own night out. Create a special package that
may offer an introductory discount, a free set of retail products or both. It's best to start
with some Men's Clubs or organized groups out of a Health, Tennis, Fitness or Country
Club. After a few of these, you can start your own Preferred Men's Mailing List.
One large day spa salon in Maryland regularly offers two Men's Spa Packages, besides all
of the normal Day Of Beauty Packages. Their Men's Executive Escape at $100 offers an
escape from the busy office with a back massage, scalp treatment, haircut and style. Their
Men's Royal Treatment includes the choice of a Hydrating or Aromatherapy Facial
Treatment with a full body massage, sports manicure, lunch and a take-home gift for just
$135.
SOCIAL SENIORS
Call the various active local Senior Social Clubs. Many have monthly activities for these
folks who are retired with plenty of time and money to spare. They love self-indulgence!
Create a special discounted 'Day Of Beauty' Package just for them. We suggest this event
be for the active, yet mature women. Use an early week day, when your spa is typically
slower.
SOCIAL SINGLES
There are plenty of Singles Clubs and Dating Service Businesses in most towns. Offer
each Club the opportunity for an event at your day spa. Make a social evening out of it,

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by offering a selection of three 'Night Of Pampered Luxury' Packages, all at special
introductory prices through the sponsorship of their club. All they have to do is guarantee
at least 10 people sign up one week in advance, so you are properly staffed.
NEIGHBORHOOD SPA PARTIES
Many planned communities have their own pool and tennis club, besides having an array
of social gathering events each year. Contact the Presidents and Social Directors for a
Neighborhood - 'Day Spa Day' at their Pool Club or at your Day Spa. It's obviously best
to have them come to you. Offer to have a one hour Panel Presentation by a nutritionist,
fitness expert and your Day Spa Staff, before offering some half -price introductory
manicure, massage and facial treatments. Full Beauty Packages can be offered at an
introductory discount or at full price. This event can be promoted for free through the
community's newsletter. You may even want to design your own promotional fliers to
attach within their newsletters for distribution. Just be sure to help them write the feature
stories describing your day spa and your services.
CHARITY SPA-A-THON FUNDRAISERS
Contact the local chapters of several 'national' charity associations like Operation Smile,
Cancer, Leukemia, Lung and Heart to see which of these powerful groups will work 'with
you' to create a fun fundraiser that will meet all of your outlined goals. Find a charity that
is ready, willing, and able to help you get local radio, newspaper and television publicity
as part of a Spa-A-Thon. Find a charity that is willing to tie you and your talented staff
into one of their own programs or sponsor your event.
Like any Cut-A-Thon, you need to do more than graciously turn over money at the end of
the event. You need to wisely invest your donated time in publicity, while also helping
the community you live in. A Spa-A-Thon can be as simple as facials, mini-massage,
manicures and pedicures for a $10 donation. Do this event on a Sunday in your own day
spa or out in the middle of any well trafficked public place which the charity can arrange.
Avoid charities that won't pitch in... If they just want to accept your donations after the
event is over, they're not worth the effort.
MORE CHARITY FUNDRAISERS
A Pennsylvania day spa regularly ties into numerous community charity fundraisers each
year, raising money for The Humane Society and The Ronald McDonald House as well
as other local and national causes like Hope Cuts for The City of Hope. Their owner
notes, "It's important to give something back to your community, it builds a tremendous
staff team spirit and it's fun!‖
A salon owner in Northern Virginia creates seasonal charity events for her highly
successful salons. Their biggest three this past year were their annual Toys For Tots
Campaign tie-in, a Holiday Canned Food Drive for the Homeless Shelters, work with a

43. 43
woman's shelter program and the gala 'Imagine Benefit Fashion Show' held at nearby
Planet Hollywood in Washington DC. They note, "We always get back more than we
give, and our pay backs in life come in many, many ways! Plus, our clients always
comment how they love how much we care about our community. It's just a good feeling
to help less fortunate people, to help themselves."
MOTHER-DAUGHTER TEAS
Align yourself with a Girl Scout Troop or Women's Club that may be interested in a
Mother-Daughter event at your day spa salon or at their club's meeting location. Prepare a
brief lecture demonstration about your complete day spa services, give away a few door
prizes, and offer a 25% discount to everyone who comes in for this event. Offer a few
extra service options to promote various day spa services, like a FREE chair massage for
any child with any adult Shiatsu Massage service. Your entire staff can participate in
creating elegant tea and cookie refreshments. Have everyone 'dress-up' for the occasion in
their 'Sunday's Best'.
SWEET 16 & TEEN PARTIES
Teen girls love to indulge too! Especially, if their parents are paying, include this in your
regular salon menu, offering to customize day spa services for these young women, with
facial, manicures, pedicures and massage treatments. We suggest avoiding haircut and
waxing services at this event, yet send them home with a promotional piece offering
discounts on those more personalized services. You may want to create a small brochure
on all of the different types of spa parties and packages available in your day spa.
SORORITY & GREEK PARTIES
It's time for a Toga Party, if you are near a college campus. First, try a special
introductory day spa program aimed at just the sororities. After one or two successful
events, we suggest a coed affair with one sorority and one fraternity. Don't be afraid to
ask them to come dressed in togas, before their coordinated bash back at their Greek
Houses. Keep it controlled, yet make it fun. You'll become the talk of the campus.
EXECUTIVE CONGRATULATORY NOTES
Each week, your local newspaper lists the major executive promotions. Send each local
executive 'Mover and Shaker' a little congratulatory note with an introductory Gift
Certificate, whether or not they are a client. Look up the company addresses in the
Yellow Pages. Keep these names and companies in one of your Corporate Mailing List
Files.
TAKE A MASSAGE TO WORK DAY
Many large corporate offices now have an occasional 'Casual Day' at the end of the
month, when they treat the staff to a few extras for motivation. Write and call all local

44. 44
business offices to offer the services of your massage therapists and manicurists. Offer to
have them set up shop right in the office once a month, with the company picking up the
tab. Give them a special daily rate by agreeing to an Annual Spa-At-Work Program. Take
along your business cards and day spa brochures, since everyone will want to know more
about your other services. You'll be amazed at how many introductions will lead to new
spa clients!
OFFICE ASSISTANTS / SECRETARY'S ~ SPA MONTH
Each April, bosses wonder what to give their secretaries for a gift, especially if they don't
want to just treat them to a group lunch outing. Send around direct mail letters, fliers and
faxes to all area business owners within a few miles of your salon. Follow up with calls.
BUSINESS TO BUSINESS PROMOTIONS
Twice a year you'll need to remind the local businesses that your Day Spa Gift
Certificates are terrific holiday presents as well as incentive award prizes for staff
recognition and contests. Send single page direct mail letters attached with photo
illustrated fliers to post in their supply rooms or coffee rooms. At holiday time send your
package addressed to the company President or Owner. In the spring send it again to the
owner or to the Vice President of Human Resources. You can even offer to set up a V.I.P.
Program for their corporate executives. Include a small introductory gift certificate to the
letter receiver as an advance 'Thank You' for helping to pass along the word.
CORPORATE GIFTING PROGRAMS
Develop a special brochure just to promote Corporate Gifting Programs. Offer a 10% to
20% discount for corporations that purchase at least $1,000. to $2,000 in gift certificates
for their employees. This should be promoted year-round for incentives, contests, rewards
and holiday gifts.
MEDICAL OFFICE TIE-INS
Many day spas and resorts successfully tie themselves to local dermatologists, plastic
surgeons, gynecologists, obstetricians, nutritionists and other medical professionals. They
work together often cross-promoting each other‘s services to new patients and clients. It's
wise to work with at least three or four medical professionals. Have them come into your
salon during Open House Events and Lecture Demonstration Programs. It's time for day
spas to actively reach out for more medical profession partnerships.
FREE ROBES, SLIPPERS OR WINES
Create some events for your best regulars by offering a free gift by PRE-BOOKING their
next 'Two Days Of Beauty'. You can have Robes made with your logo imprinted, just as
easily as on giveaway spa slippers and private-labeled wines. Offer this promotion
through such engraved invitations as a "Thank You for being such a loyal guest in our

45. 45
day spa".
MORE LOGO SPECIALTY GIFTS
These are fun and they don't have to be expensive. Buy something your clients can use
that will help promote your day spa salon business with your salon logo and phone
number printed on it. Whether it is a coffee mug, spa bath towel, fun t-shirt, 'nail-saver'
soda can opener or a day spa salon business card refrigerator magnet, get your day spa
salon name and telephone number out there... and into the client's homes.
PRE-BOOK SPA SAVINGS
Pick one month each year to offer your regulars the opportunity to save $25. on their
next $100. or more spa service, by pre-booking it before they leave the day spa today. All
appointments have to be for the next calendar month. Plan ahead by targeting your
typically slow months. The same can be done in the salon by offering to save $5. on any
haircut and style or $10. on any chemical service, just by pre-booking to come back next
month.
JEWELRY STORE NAILCARE TIE-INS
Work with your local jewelry stores. Offer a free introductory manicure gift certificate
with the purchase of any special new fashion ring, or more especially with any
engagement ring. What woman wouldn't want to have beautiful nails when she is
showing off her new diamonds or engagement ring? They'll be thrilled with your gift and
you will have the opportunity to bring in a new client that will certainly want her hands to
look spectacular right through the wedding ceremonies. You have the opportunity to
create a client for life.
MASSAGE, SUGAR & MANICURE CLUB CARDS
You can use these printed promotional vehicles just like every clothing store, video store,
dry cleaner and hairstyling salon does to keep your regulars coming back with the
incentive of a terrific reward. Buy 8 manicures -- sugaring hair removal sessions or
massages -- Get 1 FREE! Visit your local quick printer to create these Massage Club
Cards and Manicure Club Cards.
FREE VICHEY SHOWER TREATMENTS
Getting some clients to feel more comfortable with any level of undressing in the day spa
is often a challenge. Create very strong promotions with terrific incentives. For example,
take advantage of your Vichey Shower Treatments, by offering them FREE for one
month packaged with any first-time facial treatment or other expensive spa service.

46. 46
FREE HAIRCUTS
Use a FREE Haircut and Style to promote any new 'First-Time' Haircolor, Perm or Body
Treatment Service. It's a terrific incentive, offering something everyone needs, while also
introducing them into a new day spa or salon service.
DIRECT MAIL & EMAIL PROGRAMS - PREFERRED CLIENT LISTS
Set up a Preferred Client Book at your reception desk area that asks every client for their
complete name, address, telephone number, email address and birthday. Offer monthly or
bimonthly invitational fliers that will announce news from your day spa salon with select
specials, drawings for small gifts and great ideas for extra products and services. Each
month you can announce a new special discount or introductory first-time offer on day
spa products and services... whatever you want to promote.
NEW MOM SPA SPECIALS
New moms love to be pampered! Create a formal congratulatory letter and invitation for
every new mom listed each week in the local newspaper. They always list the new
parents, so just look up their address in the telephone book. Note: Zip codes are not
listed, so if necessary - call! Offer your "Congratulations!" with a special introductory
offer, free sample or special. You may also want to run an ad offering 'New Mom Spa
Gift Packages' on the page where birth announcements are printed.
ENGAGEMENT SPECIALS
Create a jumbo congratulatory postcard for everyone who has their engagement
announcement and picture in the local newspaper. They always list the engaged couples'
parents, so just look up their addresses in the telephone book. Offer your
"Congratulations!" with a Bridal Party Special Introductory Offer, free sample,
Complimentary Wedding Consultation or other creative discounts from your day spa.
DOOR PRIZES
How often do local community groups come in asking for a door prize or a donation? All
the time! So, be prepared with 50% Off - Introductory Day Spa Gift Certificates. Never
miss the opportunity to bring in a new client with the potential of making them a regular.
Always offer a substantial discount or free service - not a free product. Get these new
clients to sample exactly how professional you really are. Even though these are non -
commissionable services, you should take turns doing them with the obvious advantage
of gaining a new regular, should you make them happy. Some day spa salon managers
collect several gift certificates from each staff professional, saving them to hand out as
needed. This surely will help everyone on the staff build new clients.