Spotlight on speakers
Our monthly catch up with key speakers from the 2016 Professional Spa and Wellness Convention. This month we feature Paul Hawco.
Why is KPIs a topic you want to speak on?
Key performance indicators (KPIs) have been a hot topic for many years and at last year’s Professional Spa and Wellness conference in Dubai, an even greater awareness and level of ownership was inspired. Arising from these sessions and talks we are pleased to share solid progress and general information on KPIs in general, as well as benchmarking. In my position, I have been fortunate enough to operate more than 100 treatment rooms across Jumeirah spas in Dubai and have had the benefit of multi-unit KPI data. Furthermore, I am passionate about the importance of them; I also believe a deeper KPI focus is needed in our operations, as well as a higher level of financial accountability, and look forward to speaking on these topics.
What would you like the audience to takeaway from this session?
That today’s spa is very much about business and a spa requires a solid business plan supporting a concise and meaningful flow of information and data. Every spa’s goal is to maximise revenue generation and to derive the potential from each and every opportunity.
What can we expect from your presentation?
My message is that KPIs are used towards evaluating a spa's performance and growth; that is to say it is not simply a measurement stick, but a call to action! While monitoring and utilising KPI data is critical, typically it is done on a monthly and quarterly basis. These statistics are then analysed to ensure they are properly interpreted and actions taken.
However, I feel it is imperative to set up more frequent, even daily, monitoring. A spa cannot wait until end-of-month results alone. Our panel will address not only the monitoring and extracting of KPIs, but also best practice regarding what steps to take under a varying set of outcomes and results.
What industry changes would youlike to see in 2016?
Wellness is an opportunity to further reshape the perception of spa and I see wellness as an opportunity for spa to re-shape its image, to regroup after the global recession, and to move away from the perception of spa as merely a provider of luxurious pampering and beauty services.
What have been the most important spaindustry developments in the last few years?
Clients' expectations have shifted and consumers are taking more responsibility for their well-being and looking for brands that make pursuing wellness easier, because it can be difficult.
Hotel and spa guests are more aware and educated on choices and what they want, some seeking wellness “along the journey” and others as the purpose of the trip. This requires us to adapt our mindset to accommodate this new health-conscious guest. These guests desire health and wellness-related products that are results oriented and accessible fitness and nutrition.
What is the most important global role for thespa and wellness industry?
Wellness today is growing across several segments and dimensions and each is growing exponentially, so much so that now the global spa and wellness sector now represents a US$3.4trilion industry. Based on this growth, the spa and wellness industry is now divided into four segments: spa industry, wellness tourism, wellness lifestyle products and services, and thermal and mineral springs. My background in the wellness industry is spa. I feel a pressing need, along with the industry, to find ways to work towards ensuring spa remains integral and grows within the ever-expanding realm and dimensions of wellness today.
Why are industry events such as the ProfessionalSpa and Wellness Convention important?
The 2016 Professional Spa and Wellness Convention in Dubai enables a medium, location, theme and ability to learn, grow and share, helping the industry grow. The programme includes workshops, product presentations and networking opportunities for those keen to enhance their knowledge and business skills, discover new industry trends and learn how to overcome new or existing challenges facing their business. The conference allows us to come together and to share insights and experiences that are interesting and critical for success goingforward.
Which sessions are you most looking forward to at the convention?
The conference will be in its second year and I look forward to attending. We all have something to learn and something to give – we will all be in the presence of like-minded professionals and I look forward to immersing myself in this environment.
I consider the convention, workshops and networking opportunities as an opportunity to not only “learn and take-away” but also “give back" to the spa and hospitality industry.
