Spa education overview

Quality of staff is an issue for the spa industryand it must be rectified through education. Jane Crebbin-Bailey considers the conceptThe idea of studying the spa concept may be new, but it is increasingly being recognised as an integral part of this growing sector. One of the problems so far has been the diverse definitions that exist for “spa” and the spa industry. There are many different sectors and professionals involved, all using definitions for different purposes, as well as many different types of activities and motivations, all of which aggravate efforts to reach a common definition. To simplify matters Visit Britain (a government department which promotes tourism in the UK) has worked with organisations such as the British International Spa Association (BISA) and the Spa Business Association (SpaBa) to define spa categories and help consumers understand the different types there are in the market [see spa definitions]. Spa study is likely to be linked to studies related to leisure, tourism or hospitality. In essence, “spa” is an area of economic activity, linking sectors through the common objectives of its consumers. At least that has roughly been the case until now. However, over the past 10 years, the spa business throughout the world has seen explosive growth. A boom of this magnitude has rarely been experienced by any other industry – and it has created its own problems, not least in the area of education. The spa has replaced banqueting as the highest regular return per square foot available to the hotel operator. No new five-star or resort hotel would dream of not including a spa. However, we now have everything from a destination spa to a dog spa. As Sarah Rawlinson, quality manager at the University of Derby Buxton, points out: “The spa industry is a labour-intensive, service industry, dependent on the availability of good staff for its survival and its ability to deliver good-quality services and products. “The quality and availability of skilled staff is one of the major problems for the industry, but this can be rectified through providing education specific to the industry.” There is no doubt a programme that is educationally enriching and relevant to long-term career aspirations will ensure high standards within the global spa industry. A course designed, developed, and supported by employers, which ensures the student is equipped with the skills and knowledge relevant to their work and allowing them to progress in it, will increase dedication and motivation, and encourage staff loyalty. Sauna, steam and Jacuzzi/whirlpool are still the only spa-type therapies being taught in most colleges – far removed from the reality of today’s cutting edge spas in the UK. These boast heat experiences, such as caldariums, laconiums, and rasul chambers, as well as liquid sound therapy, along with a myriad of other spa experiences – Aqua Sana spas in Center Parcs are just one example. However, although the spa industry and spa education are developing rapidly and we have come a long way from the treatments found in 18th century spas, there is still much to be done.