7/27/2019 The coming Asianization of the spa business | By Ingo Schweder

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WKNC & BOIUKHZ

Wknc & Boipkhy js k Dkuskhhc)akscn bohsudtkhby tmkt mcdps schjor ikhkgcrs jh tmc mospjtkdjty jhnustry

acttcr uhncrstkhn mow tmcjr uturc ausjhcss dkhnsbkpc boudn bmkhgc$ kcbtjhg tmcjr boipctjtjvchcss

khn brcktjhg hcw opportuhjtjcs khn bmkddchgcs( Jts sbchkrjo pdkhhjhg worlsmops gjvc ikhkgcicht tckis

k brcktjvc yct strubturcn kpprokbm or chvjskgjhg kdtcrhktjvc wkys tmcjr uturc opcrktjhg chvjrohicht

boudn rckdjstjbkddy uhodn ovcr tmc hcxt cw yckrs$ ncpchnjhg oh mow burrcht uhbcrtkjhtjcs ncvcdop( Wjtm

tmcsc cyc)opchjhg jhsjgmts$ Wknc & Boipkhys bdjchts bkh ikxjijzc tmc cxjajdjty o tmcjr strktcgjb pdkhs

khn ac acttcr prcpkrcn or wmktcvcr uturc njcs krjsc( Iorc jho js kt www(;;bmkhgcs(boi(

MOrWKtM MtD

Morwktm Motcd$ ^ourjsi khn Dcjsurc bohsudtjhg krc tmc wordns huiacr ohc mospjtkdjty bohsudtjhg

orgkhjsktjoh$ opcrktjhg sjhbc ;:;3( Morwktm M^D krc tmc jhnustry bmojbc < k gdoakd hctworl o crjhg

boipdctc sodutjohs jh ikrlcts aotm dobkd khn jhtcrhktjohkd( ^mrougm jhvodvcicht jh tmouskhns o profcbts

ovcr ikhy yckrs$ Morwktm M^D mkvc kiksscn cxtchsjvc$ jh)ncptm lhowdcngc khn uhncrstkhnjhg o tmchccns o motcd & rckd cstktc boipkhjcs khn `hkhbjkd jhstjtutjohs(

Morwktm M^D krc tmc wordns dkrgcst bohsudtjhg orgkhjsktjoh spcbjkdjscn jh tmc mospjtkdjty jhnustry$ wjtm 35

o`bcs jh 2: bouhtrjcs( ^mcy krc rcboghjscn ks tmc prc)cijhcht spcbjkdjst jh Motcds$ ^ourjsi khn Dcjsurc$

provjnjhg sodutjohs tmrougm k boiajhktjoh o jhtcrhktjohkd cxpcrjchbc khn cxpcrt dobkd lhowdcngc(

MsZHNjBKtC

Wjtm kh cxbdusjvc obus oh gdoakd mospjtkdjty khn tourjsi$ Msyhnjbktc(org -tmc Mospjtkdjty Ryhnjbktc*

provjncs cdcbtrohjb hcws puadjbktjoh$ syhnjbktjoh khn njstrjautjoh oh acmkd o soic 735 orgkhjzktjohs

jh tmc mospjtkdjty vcrtjbkd( Msyhnjbktc mcdps jts iciacrs to rckbm mjgmdy tkrgctcn kunjchbc)scgichts

jh tmc cxpdonjhg hcw)icnjk dkhnsbkpc wjtmjh mospjtkdjty( Wjtm tmc bchtrkd jnck OHC Jhnustry$ OHC

Hctworl$ Msyhnjbktc icrgcs mjstorjbkddy rkgichtcn jhnustry jhtcddjgchbc jhto k sjhgdc ohdjhc jhoriktjoh

khn lhowdcngc rcsourbc scrvjhg tmc jhoriktjoh)hccns o tkrgctcn kunjchbc)groups tmrougmout tmc

mospjtkdjty$ trkvcd & tourjsi jhnustrjcs scrvjhg procssjohkds rcdyjhg oh Msyhnjbktcs spcbj`b khn

bohtcxt)rcdcvkht jhtcddjgchbc ncdjvcrcn to tmci wmch tmcy hccn jt khn mow tmcy hccn jt(

^mjs cxbcrpt `roi tmc Motcd Zckraool 15;2

js arougmt to you ay 6

Motcd$ ourjsi khn Dcjsurc

^I

7/27/2019 The coming Asianization of the spa business | By Ingo Schweder

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^MC D JHL ^O KRJK JH 15 15

tONKZ

K sjghj`bkht bmkhgc jh tmc wordn tonky js ikhjcstcn jh tmc

jhcvjtkadc smjt o powcr khn jhuchbc roi tmc Wcst to tmc

Ckst( Rkucrlrkut js how ikljhg wky or wohtohs < aurgcrs krc

ikljhg wky or hksj gorjhg khn susmj( ^mjs smjt js cvjncht jh

vkrjous kspcbts$ wmctmcr jt js cbohoijb$ sobjkd$ or podjtjbkd(

^mc Ksjk)Ukbj`b rcgjoh js cxpkhnjhg jts jhuchbc$ cvjncht jh

tmc kbt tmkt tmc gdoakd cbohoijb rcbovcry ncpchns jh ikhy

kspcbts oh tmc growtm chgjhcs o Jhnjk khn Bmjhk( Jh k rcbcht

stuny ay tmc Ucw Qcsckrbm Bchtcr$ Ksjkhs krc how tmc kstcst)

growjhg jiijgrkht rkbjkd group jh tmc SRK$ tmus ccbtjvcdy

jhbrcksjhg tmc jhuchbc Ksjkhs mkvc jh tmc sobjkd$ cbohoijb$

khn podjtjbkd sjtuktjohs jh tmkt bouhtry( Kbbornjhg to tmc SR

Bchsus Aurcku$ Ksjkhs krc kdso tmc mjgmcst)ckrhjhg khn acst)

cnubktcn jiijgrkht group jh tmc bouhtry(

Jh tmc mospjtkdjty jhnustry$ wc mkvc scch trcichnous growtm

jh Ksjk$ ikjhdy jh Jhnjk khn Bmjhk( Iorc khn iorc jhtcrhktjohkd

mospjtkdjty boipkhjcs krc opchjhg khn opcrktjhg tmcrc$ bktcrjhg

to tmc mjgm ncikhn gchcrktcn ay tmc rcspcbtjvc noicstjb

ikrlct( JhtcrBohtjhchtkd Motcd Group -JMG* khn Rtkrwoon mkvc

rcbchtdy dkuhbmcn motcd arkhns spcbj`b to tmc Bmjhcsc ikrlct(

Outaouhn trkvcd roi Bmjhk khn Jhnjk js rkpjndy jhbrcksjhg nuc

to tmcjr growjhg cbohoijcs( Cvch Ksjkh arcklkst jtcis$ subm

ks bohgcc$ mkvc ouhn tmcjr wky jhto tmc prcvjousdy Wcstcrh)

noijhktcn bocc smops o motcd arkhns subm ks @kjrioht$

Rwjsstcd$ khn Ikrrjott(

ICrgjHg

Jh rcturh$ ikhy Ksjkh motcd groups mkvc cxpkhncn jhto tmc

Wcst$ subm ks Akhykh ^rcc$ Rmkhgrj)dk$ Uchjhsudk$ khn

Ikhnkrjh Orjchtkd( Outsjnc o tmc mospjtkdjty jhnustry$ Ksjkh

boipkhjcs subm ks Rkisuhg khn ^oyotk mkvc acboic jhnustry

dckncrs$ rcnubjhg tmc ikrlct smkrc o oricr dckncrs djlc Holjk

or Gchcrkd Iotors( K gdoakd cbohoijb$ sobjkd$ khn podjtjbkd

powcr smjt ckstwkrn mks acch cstkadjsmcn$ khn ay 1515 tmjs

wjdd mkvc urtmcr cxpkhncn(

Jh tmc wcddhcss jhnustry$ Boipdcichtkry Kdtcrhktjvc Icnjbjhc

-BKI*$ wmjbm mks dohg cxjstcn jh Ksjk ks trknjtjohkd or orjchtkd

icnjbjhc$ js gkjhjhg iorc popudkrjty jh tmc Wcst( Kbbornjhg to

tmc 15;5 Boipdcichtkry khn Kdtcrhktjvc Icnjbjhc Rurvcy ay

Mckdtm @orui$ Iorc tmkh >1 # o mospjtkds jh tmc SRK burrchtdy

ocr ohc or iorc boipdcichtkry khn kdtcrhktjvc icnjbjhc

tmcrkpjcs( ^mkts k 3 # jhbrcksc s jhbc 1557( Ay 1515$ jhsurkhbc

boipkhjcs jh tmc Wcst bkh ac cxpcbtcn kgkjh to support

kdtcrhktjvc wcddhcss ionkdjtjcs tmkt wjdd lccp tmc popudktjoh

mckdtmy$ wmjbm jh turh lccps tmc worlorbc iorc pronubtjvc(

WMKts MKUUCHjHg

Oh tmc otmcr mkhn$ Ksjkh bouhtrjcs krc opchjhg up to Wcstcrh

trknjtjohs tmrougm tmc cstkadjsmicht o Wcstcrh icnjbkd

mospjtkds$ ks wcdd ks ocrjhg tmc optjoh o mckdtm jhsurkhbc

podjbjcs jhbdunjhg Aduc Bross$ IkhuDjc$ khn Aupk$ wmjbmbovcrs Wcstcrh icnjbkd prbcnurcs(

Burrchtdy$ tmc lcy trchns tmc ikrlct js oascrvjhg jh Ksjk krc 6

NHK / gchctjb sbrcchjhg / scquchbjhg( ^mcrc mks acch k

nrkiktjb ncbrcksc jh tmc bost or subm probcsscs( Ay tcstjhg

hcwaorh akajcs$ kr grcktcr bdkrjty js rckdjzcn bohbcrhjhg tmcjr

propchsjty or njscksc$ tmus provjnjhg or grcktcr prcvchtjoh

opportuhjtjcs ks wcdd(

Rtci bcdds 6 Ssc o stci bcdds jh bosicbcutjbkds khn ackuty

pronubts js progrcssjhg( ^mcy kji to kbmjcvc khtj)kgjhg

ccbts to prodohg youtm(

Bchtchkrjkhs 6 Wc krc djvjhg dohgcr( ^mc cdcgrkpm rcportcn oh

k SL stuny tmkt mkd o 25)yckr)odns tonky iky djvc to ac ;55(

Oacsjty tjic aoia 6 Gdoakddy$ 13)25 # o youtms k rc oacsc(

^mjs js hot fust k Wcstcrh proadci$ ks jt js growjhg jh

prcvkdchbc jh Jhnjk$ tmc Ijnndc Ckst$ khn Bmjhk$ too(

Rupcr akbtcrjk 6 ^mcrc js k hccn or grcktdy chmkhbcn jiiuhc

systcis( Wjtm khtjajotjbs bkusjhg iorc mkri tmkh goon$ k

bohtjhucn aooi jh moicopktmjb sodutjohs khn Boipdcichtkry

Kdtcrhktjvc Icnjbjhc mks obburrcn$ k ddowjhg tmc popu dktjoh to

ncchn kgkjhst wmkt mkvc how acboic lhowh ks djcstydc

njsckscs$ wmjbm jhbdunc bkhbcrs$ njkactcs$ khn mckrt n jscksc(

^ g Kjh` pk us

Ovcr tmc hcxt ncbknc$ tmc gdoakd spk jhnustry wjdd ac jhuchbcn iorc khn iorc ay trchns cikhktjhg `roi Ksjk$ wrjtcs

JHGO RBMWCNCQ$ tmc BCO o` Akhglol)akscn spk bohsudtkhby GOBO( Hot to ichtjoh tmc `kbt tmkt outaouhn trkvcdcrs

`roi tmkt pkrt o` tmc wordn wjdd kbbouht `or kh cvcr)growjhg proportjoh o` tmc wordns jhtcrhktjohkd tourjsts khn tmcjr

cxpcbtktjohs wjdd ac mjgm(

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khn Ckstcrh Curopc( K budturc o prcvchtktjvc mckdtm wks

brcktcn wmjbm stjdd prcvkjds wjtmjh tmc rcgjoh to tmjs nky khn js

jhbrcksjhgdy gkjhjhg kwkrchcss jh otmcr pkrts o tmc wordn(

HCW `rOHtjCrs

Wjtm tmc wordnwjnc cxpdosjoh jh bohsuicr jhtcrcst jh wcddhcss$

govcrhichts$ motcds$ khn boipkhjcs mkvc acguh to iklc ajg

jhvcstichts jh tmc wcddhcss jhnustry khn tkjdorcn pronubts to

Wc bkh khtjbjpktc tmkt ay 1515$ tmcrc wjdd ac kh cvch grcktcr

usjoh o Ckstcrh khn Wcstcrh icnjbkd prkbtjbcs prcvkdcht jh

our nkjdy djvcs(

DCKrHjHg `rOI tMC UKst

Jh tmc ;=55s$ dckncrs subm ks Otto Poh Ajsikrbl iknc stktc)

pkjn wcddhcss vkbktjohs jh skhjtkrjuis or spks wjtm icnjbkd

kbjdjtjcs k lcy boipohcht o wcdkrc systcis jh Gcrikhy

^ g Kjh` pk us t(

^MC D JHL ^O KRJK JH 15 15

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bktcr or upwkrndy ioajdc bohsuicrs jh rcgjohs subm ks Bmjhk

khn tmc Ijnndc Ckst( Boipkhjcs kdd krouhn tmc wordn mkvc

acguh njvcrsjyjhg tmcjr pronubts khn scrvjbcs to bovcr tmc

wordn o wcddhcss( @or cxkipdc$ JIB Obtkvc$ k prjvktc boipkhy

wjtm borc ausjhcsscs rkhgjhg roi smjppjhg khn osmorc

chgjhccrjhg to ijhjhg$ chcrgy$ khn trknjhg$ mks rcbchtdy stkrtcn

ncvcdopjhg k `rst)o)jts)ljhn ncstjhktjoh spk jh ckstcrh Bmjhk$

wjtm k pdkh to cxpkhn tmjs scgicht urtmcr(

Khotmcr cxkipdc j s tmc dkuhbm o Kmh Dum$ k fojht vchturc

actwcch Bmjhks dkrgcst tourjsi group$ Acjfjhg ^ourjst Group

Bo($ Dtn($ khn tmc proijhcht rcgjohkd ncvcdopcr Grckt Obckh

Group$ wmjbm js cxpcbtcn to stk rt opcrktjohs ay 15;3( Jh tmc

icnjui tcri$ jt wjdd ac k duxury arkhn tkrgctcn kt wckdtmy

Bmjhcsc bohsuicrs jh Bmjhk( Mowcvcr$ jh tmc dohg tcri$ tmc

arkhn kjis to spcbj`bkddy bktcr to Bmjhcsc outaouhn trkvcdcrs

kdd krouhn tmc wordn$ kblhowdcngjhg tmc mugc potchtjkd jhgrowtm o tmjs bustoicr aksc( ^mc arkhns bohbcpt js to

jhusc tmc rjbmhcss o Bmjhcsc budturc khn trknjtjohs njrcbtdy

jhto tmc arkhns scddjhg proposjtjohs$ or cxkipdc ikljhg oon

khn acvcrkgc kutmchtjb$ khn jts spk ocrjhg wjdd ac akscn oh

trknjtjohkd Bmjhcsc icnjbjhc( ^mjs wjdd njcrchtjktc tmc arkhn

roi kdd jts `vc)stkr boipctjtors jh Bmjhk(

Jh tmc Ijnndc Ckst$ [ktkr @ouhnktjoh mks chgkgcn GOBO

Mospjtkdjty to bohbcptukdjzc khn arjhg ohstrcki tmc bouhtrys

`rst ncstjhktjoh spk$ k wcddhcss djcstydc rcsjnchtjkd boiiuhjty$

wmjbm js to ac opchcn jh 15;0( ^mc bohbcpt js trudy uhjquc 6 tmc

spk wjdd smowbksc wcddhcss trknjtjohs roi kdd krouhn tmc Jsdkijb

wordn$ tmc rcsudt o tmouskhns o mours o kbkncijb rcsckrbm$

khn tmc pronubtjoh o k boipdcichtkry pronubt djhc( ^mc spk

kjis to tkrgct vjsjtors roi hcjgmaorjhg bouhtrjcs$ to tkbldc

boiioh mckdtm proadcis subm ks oacsjty$ khn kdso wcdboic

typjbkd ncstjhktjoh spk)gocrs roi kkr(

Ncikhn or wcddhcss scrvjbcs js jhbrcksjhg$ khn tmc

ncvcdopicht o wcddhcss kbjdjtjcs js bcrtkjhdy oh tmc rjsc(

Boupdcn wjtm k iorc cnubktcn$ spk)skvvy bohsuicr$

tmc bmkddchgc wc wjdd kbc jh tmc uturc jh Ksjk wjdd djc jh

tmc cxpcbtktjoh o grcktcr qukdjty khn tmc hccn or iorc

procssjohkddy trkjhcn tcki iciacrs( Ohbc tmjs dcvcd o rcspcbt

mks jhbrckscn$ jt wjdd kttrkbt hcw tkdcht$ chbourkgc tmc ncsjrc or

bohtjhujhg cnubktjoh$ khn sprckn kwkrchcss tmkt spk js jh kbt

k rcputkadc jhnustry to worl jh(

Ks o @carukry 15;1$ RQJ Jhtc rhktjohkd put g doakd rcvchucs o

tmc wcddhcss scbtor$ boiajhjhg ackuty khn `thcss$ spk$ khn

wcddhcss khn icnjbkd tourjsi$ kt SRN 1 trjddjoh( Wortm SRN

;50 ajddjoh$ wcddhcss tourjsi kdrckny gchcrktcs twjbc tmc gdoakdrcvchucs o tmc iorc cstkadjsmcn icnjbkd tourjsi ikrlct kt

SRN 35 ajddjoh -Wcddhcss ^ourjsi & Icnjbkd ^ourjsi Wmcrc

no spks `t ?$ Gdoak d Rpk Ruiijt 15;;(*

tMC WKZ `OrWKrN

Kt prcscht$ tmc Ksjkh popudktjoh stkhns kt kpprox jiktcdy our

ajddjoh pcopdc( Ay 1515$ tmc wordn wjdd mkvc acboic cvch iorc

Ksjkh)bchtrjb( ^mc jhuchbcs o Ksjkh cbohoijcs khn sobjctkd

budturcs wjdd mkvc sprckn to tmc Wcstcrh wordn$ k rcvcrsc ori o

budturkd jipcrjkdjsi khn gdoakdjzktjoh( ^mc bchtcr o growtm khn

ncvcdopicht or vkrjous jhnustrjcs$ jhbdunjhg wcddhcss$ wjdd ac jh

Ksjk( Boiprcmchsjvc urakh nky)spk kbjd jtjcs tmkt jhborporktc

cxcrbjsc$ trknjtjohkd trcktichts$ `thcss$ tmcrikd aktmjhg$ khn

bohsudtktjvc bkrc wjdd mkvc jhbrckscn jh huiacrs jh kdd pkrts

o tmc wordn( Ackuty bdjhjbs wjdd acboic k ikjhstky( ^mjs wjdd

jhbdunc subm probcnurcs roi dkscr trcktichts khn Aotox to

iorc knvkhbcn cdcichts jhbdunjhg stci bcdd tcbmhodogy or khtj)

kgjhg khn prodohgcn youtm( Hktjohs wjdd put jhbrckscn corts

acmjhn tmc brcktjoh o wcddhcss boiiuhjtjcs wmcrc k wmodc

spkh o wcddhcss scrvjbcs$ mospjtkdjty$ khn rckd cstktc boiajhc

khn bcdcarktc tmc budturkd syiajosjs o tmc rcspcbtjvc bouhtry(

^ g Kjh` pk us t(

Ay 1515$ wrn wd v

vh r Kh)rb

^MC D JHL ^O KRJK JH 15 15

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Djlc kh jbcacrg$your arkhn js ajggcr

tmkh you tmjhl(

Fust iklc jt grow(

www(grow)arkhnjhg(boi