An interview with Mr. Richard Williams, Chief Wellness Officer of
East Day Spa and Spring Spas New Zealand and Bali
Richard is a New Zealander by nationality with over 38 years in the hospitality industry, working around the globe in 5-star hotels, wellness resorts and fine dining restaurants. Richard develops spa concepts, conducts spa training and operational consulting. Projects have included The Puxuan, Beijing, The Ruma, KL, Lohkah, Xiamen, W Hotel, Guangzhou, JHL Solitaire Serpong, Java, Heavenly Spa at Westin, Nusa Dua, Bali, St. Regis, KL, St.Regis, Maldives. In particular, he has over 20 years working and living experience in Asia. SpaChina invites him to share with us his insights into the spa business and wellness trends, as well as the development directions of spas in the post-pandemic era in the Asian and China spa markets.
You have rich experience of working in Asia, in such places as Thailand, Bali and China. In terms of Spa services, what are the advantages each of them have?
Interesting, I don’t think this is the first time someone has asked me this question. Each destination has their own unique beautiful culture. I have always endorsed embracing the indigenous. To me international and even local guests are at a destination to experience the unique local offerings, be it the cuisine, the local culture, the craft, the arts, and that includes spa services and products used that are indigenous to that specific region or country.
I think it’s delightful to know you can share and educate your guests through the culture, their healing arts, and historical wellness knowledge.
Of course, geographical location adds to the experience, from lush tropical rainforest, ancient temple destinations, blissful beaches, natural thermal locations, or sanctuaries in bustling urban environments.
Regarding wellness and spa destinations, what kind of wellness and spa services do they usually offer?
There is often a common thread particularly in Southeast Asia. At the moment I have been learning about gua sha and the history of the use of jade rollers going back to the Tang Dynasty 618 – 907. In Thailand, Vietnam, Indonesia, Malaysia, Cambodia, they have all used a tool, often a coin for scraping. Summoning chi in an area of the body and eliminating internal wind and toxins.
In Ayurveda medicinal oils anoint the body and are then scraped off to rid the body of eliminated toxins through perspiration, the Romans had a tool called a “strigil” used in the same way, in the tepidarium.
We have spa and aesthetic services that often seem exciting and new, however oftentimes they are deeply rooted in history. Spas will always seek to utilize this knowledge to create not only interesting journeys but those that provide authentic and beneficial services.
What differences are there between male and female guests when they are visiting a spa? What kind of wellness requests will they have?
We are very aware of the obvious based on geographical location and culture, however it’s important to note there are different expectations with gender. Men are more likely to want the “less is more” model and are not interested in what they think of as “fluff”, they just want more simple services that get the job done, based on benefit and time. They are more brand loyal though, so if they like a high-performance product range for example they are more likely to stick with it.
I believe women are more open to the pampering options available in the spa be it to do with bathing, foot rituals and the like. Even though men’s skincare and services are growing, facials, brow shapes, tints and waxing, women have always led the way with beauty services and its unlikely we will see that change just yet.
A shift we have seen is there are more men’s specific services such as barber shops with men’s grooming or spas solely for men.
When you were working in China, what is the impression that you have of China spa customers? How do they choose a spa which is suitable for them, what kind of details do they care about in a spa?
Gosh things may have changed over the last 10 years! I believe there is much more interest from spa-goers in China for holistic services and energetic treatments. There is a new wave of services that include various forms of yoga, meditation, sound therapies, crystal healing, salt & sand therapies, and floatation.
I believe there are two main markets in the China Spa. One is local market, they visit spas for maintenance and prevention, be it aesthetic face and body treatments to detox, slimming services, and massage, often purchased in packages. The second is the local and international tourist market where they are seeking pampering and somewhat more luxury. They are not as price-sensitive, but the expectation is higher to be “wowed”. This includes the environment, perhaps the social media attention, the F&B experience in the hotel and what other various services they can access.
About current spa and wellness trends, what kind of new things do you see?
As mentioned, I think that the mindfulness/meditation trend will only increase, as people experience more and various forms of physical and emotional stress.
Online wellness platforms and online services need to be embraced by spas, not only to retain their clients but to provide a virtual service outside of the spa, with a more 360degree approach to guest’s health and wellness.
Guests are more interested in brand stories, their philosophy and sustainability initiatives. This is a direction the millennial generation will take as they pay more attention to what workplace health looks like, workplace wellness and health and wellness services not just onsite but via mobile apps and online platforms.
What are your thoughts about the China market for spa business?
China Spa market is wonderfully strong, and I suspect quite resilient. One thing we all have learnt from this global pandemic is to stay strong, resilient, but also open to change in a much greater realm. Not only question the old business and service models but rethink the new options. This means going out of one’s comfort zone and exploring even greater possibilities and potentials.
One direction that will grow is spas included in residential developments. How will this look and how will they affect the competitor market.
