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The island has immense natural beauty and a warm climate all year round
Madeira is a jaw-droppingly spectacular landmass lying 620 miles off the Portuguese coast and 310 miles from the African continent: this is the outermost region of the European Union.
There are a plethora of reasons to visit this stunning island. It has immense natural beauty and its hills and valleys add a cocooning feel. I would describe Madeira as a hidden jewel.
Year round temperatures are warm, averaging between 17-21?C, and ideal for the island’s numerous vineyards. Madeira is famous for its wine, which is absurdly delicious and high in antioxidants. The island also boasts a close to zero crime rate. In addition, a vast range of activities, culture and history provide a rich and tantalising choice of possibilities for visitors.
Tourism is the main industry in Madeira, accounting for 28 per cent of GDP and numbers are steadily increasing according to figures from the Madeira Tourism Board. In 2011, the island welcomed just over 900,000 visitors in total, up 6.7 per cent from 2010; while the average length of stay rose slightly from 5.1 nights in 2010 to 5.3 in 2011.
Only three hours from Europe, Maderia is most popular with visitors from this continent. There are four dominant source markets led – unsurprisingly – by Portugal which accounts for 24 per cent of visitor numbers, closely followed by the UK at 19 per cent, Germany at 16 per cent and France at 10 per cent. When it comes to overnight stays, however, the UK and Germany are at the top making up 24 and 21 per cent of the 5.5 million nights respectively, while Portugal only makes up 13 per cent.
But just how important is the spa industry to tourism in Madeira?
A promotional alliance My impression of the spa industry in Madeira is one of innovation and enthusiasm. There’s a growing realisation with Madeirans that they have a coveted gem slowly revealing itself as a potential – and rather significant – magnet for spa and wellness enthusiasts and beginners alike.
The concept of wellness in Madeira has been around since the days of old – the cultivation of whole, natural foods, the weather and a laid back lifestyle all contribute to an environment that is naturally balanced and effortlessly composed to embrace the expectations of today’s market.
There are no figures to support how substantial the spa industry is or how effectively it contributes to the island’s economy. However, a large proportion of hotels now have spas and/or wellness centres.
Notably, the strategic intent to promote and expand the exposure to spas and wellness is also very evident. Since 2005, a self-elected amalgamation of hotels and spas across the island have joined together in an initiative to help drive their own businesses alongside the destination of Madeira as a whole. The group, called Spas da Madeira, was started by former Madeira Promotion Bureau (MPB) executive director Oto Oliveira and the owner of the country’s Galo Resort hotels Roland Bachmeier. MPB, which contributes to half of the budget, is still one of the sponsors. There are currently 11 participating properties and members meet periodically to put together a strategic, common plan such as focusing on press/familiarisation trips or sending out newsletters to 60,000 travel agents in source markets, which was the goal for mid-2012. Another focus is to develop their dedicated website www.spasmadeira.com to make it more user-friendly, attractive and current by adding special promotions. Already working in their favour is a link to MPB’s own website www.madeirapromotionbureau.com which itself has a complete section and a digital brochure highlighting spas as a key activity for visitors.
unique selling points During the last couple of years the Spas da Madeira group has also recognised the need to create an original identity for each of the spa concepts. This includes emphasising unique treatments such as thalassotherapy; those incorporating aloe vera, a native plant; and the hot sand treatment which is offered at the Porto Santo Hotel & Spa.
Next to Madeira, Porto Santo is known as the Golden Island and its sand is a mix of coral reefs, seashells and volcanic ash. The sands have a high content of calcium and strontium and have been proven by scientists at the University of Oslo, Norway and the University of Aveiro, Portugal to help people suffering from rheumatic orthopaedic conditions when they submerse themselves in it.
The spa at the Porto Santo Hotel has hot sand beds and it claims to offer the first sand spa treatments in the world. The beds feature the local sand which is heated to 40-43?C. Guests spend 30 minutes covered in the sand twice a day to get the therapeutic benefits. The minimum number of sessions recommended is 12 and for hotel guests there’s a seven day package of 14 sessions for €490 (us$600, £387). For others, the price is €50 (us$61, £40) a session.
Within this article, there are three other examples of how spas are differentiating themselves (see p76-77).
If I’m honest, I was a little blown away by my three-day peek at Madeira. The country has a fabulous energy about it and I’m excited by how much camaraderie there is among the spa operators – not only for driving their own businesses but in their collective passion to raise the fortunes of Madeira through their own sector.
Case Study The Vine - 79 bedrooms and suites - Five treatment rooms including one for nail services - A wet area with a steamroom, sauna, whirlpool (too cold unfortunately), experience showers and a relaxation area
The décor of The Vine Spa, as with the hotel, is one of seductive luxury. It’s sharply minimalist, although there were some attention to detail touches that let it down – dusty candles, water served in plastic bottles and no definable ‘journey’ from arrival.
It’s a relatively quiet spa, usually six to eight treatments a day during high season (April to September) reducing to three in off-season. Eighty per cent of customers are hotel guests. The remaining percentage comprises local people and tourists.
The spa concept is anchored to vinotherapy – a unique selling point. If a guest is having a full massage treatment they’re given a measure of five-year-old Madeira wine afterwards; in addition, vinotherapy bath rituals include a glass of red wine (my kind of spa!). The theory is that antioxidants in the exquisitely-tasting wine work in unison with the grapeseed in the products – supplied by Theravine from South Africa – for both an internal and external glow.
My treatment was a 30-minute grapeseed oil massage (sadly without the Madeira shot) costing €50 (us$61, £40). The actual massage was very pleasant and well delivered technically but the treatment introduction was lacking an explanation and engagement on a personal level and the option to tailor the massage wasn’t in place.
The concept is an excellent one in a beautiful venue. Yet operational flair and service delivery are needed to properly showcase the spa as a unique and desirable experience.
The hotel’s design is stunning but it lacks a definable spa journey
The décor throughout is one of seductive luxury
Case Study Galo Resort Sport Hotel - 121 bedrooms - Five treatment rooms over 400sq m (4,306sq ft) plus a spa garden and 80sq m (861sq ft) yoga room - There are 12 spa team members, including eight trained in ayurveda
The Ayurveda Cure Center, a brand new addition to the Madeiran spa and wellness offering, is part of the Galo Resort Sport Hotel that opened in November 2011. Its offering is, without doubt, unrelentingly wellness focused. The experience is still indulgent, but the techniques and observations scream health, prevention and enlightenment.
Despite opening only a few weeks previously, the centre had already taken care of six guests taking part in a two-week cure programme. Priced at €1,900 (us$2,300, £1,500) per head (excluding accommodation), The Cure includes diagnostic testing; an ayurvedic therapy plan featuring German product line Ayurveda Kalari and local herbs; acupuncture, physiotherapy and lifestyle coaching; advice and lectures on diet/cooking, ayurveda, yoga and meditation.
Birgit Moukom, a very experienced ayurvedic practitioner and utterly delightful German lady, is running the centre. She’s been practising alternative medicine and psychology since 1998 and believes in delivering highly personalised treatments. I look forward with great anticipation to see how the concept flourishes under her guidance.
The centre is strongly focused on health
The hotel and ayurveda centre opened in late 2011
Case Study Reid’s Palace - 163 bedrooms - Five spa treatment rooms - No dedicated wet area but the changing room space included a sauna and steamroom
My experience at Reid’s Palace, part of the Orient Express group, was the epitome of how to get it right. The entire guest journey is one of effortless superiority and grace and the spa, with its focus on indulgence, relaxation and catering to every need, is no exception.
My experience was pure perfection. From the reception greeting to the treatment itself, it was classy and seamless without losing any sense of warmth. The treatment – a specially tailored massage using fresh aloe vera and grapeseed oil – was delivered flawlessly. Nothing was left to chance with any of the basics such as room temperature, pressure or music volume. The therapist extended my treatment as she felt my shoulders needed more work: a nice touch. The treatment menu, featuring La Prairie, Aromatherapy Associates and Ytsara products, was focused on top-drawer indulgence.
By tradition, and anecdotally, Madeira has a relatively aged tourism demographic which presents a market that, as yet, is untapped as far as the spa trade goes. The general manager of Reid’s Palace, Ulisses Marreiros, admitted difficulty in attracting hotel patrons to the spa, despite the exceptionally good service and treatment delivery.
On average, treatments generate €90 (us$110, £71) and revenue per occupied treatment room is €13 (us$16, £10). Accounting for 18 per cent of total spa income, the retail sales are impressive. The team have slick and well-executed product sales systems and stand out commercially against other spas I visited. Although therapist utilisation is reasonably good at 72 per cent, room utilisation at 25 per cent is disappointing.
Wellness orientated treatments, consultations and assessment could be the solution to using up vacant room space and increasing revenues. With an older, more savvy and aged demographic, packages that focus on anti-ageing, longevity and lifestyle advice in such a fabulous environment may be the tipping point they’re striving for.
The treatment experience at Reid’s Palace was ‘pure perfection’
Scientists say Porto Santo’s sand has therapeutic qualities
It attracts 900,000 tourists annually
There’s a strong focus on wellness
A vast array of activities are available
The Porto Santo Hotel & Spa claims to offer the first sand spa treatments in the world
Discover how to prepare your spa or wellness facility for the influx of international guests
and meet global standards as tourism in Saudi Arabia surges. [more...]
+ More featured suppliers
COMPANY PROFILES
Promet Spa Wellness
Mehmet Kabas established Promet in 1993,
and Aysegul Sungur joined the company the
same year. [more...]
bbspa_Group
The technical advice offered by bbspa is
delivered via four specialist departments which offer turn [more...]
The island has immense natural beauty and a warm climate all year round
Madeira is a jaw-droppingly spectacular landmass lying 620 miles off the Portuguese coast and 310 miles from the African continent: this is the outermost region of the European Union.
There are a plethora of reasons to visit this stunning island. It has immense natural beauty and its hills and valleys add a cocooning feel. I would describe Madeira as a hidden jewel.
Year round temperatures are warm, averaging between 17-21?C, and ideal for the island’s numerous vineyards. Madeira is famous for its wine, which is absurdly delicious and high in antioxidants. The island also boasts a close to zero crime rate. In addition, a vast range of activities, culture and history provide a rich and tantalising choice of possibilities for visitors.
Tourism is the main industry in Madeira, accounting for 28 per cent of GDP and numbers are steadily increasing according to figures from the Madeira Tourism Board. In 2011, the island welcomed just over 900,000 visitors in total, up 6.7 per cent from 2010; while the average length of stay rose slightly from 5.1 nights in 2010 to 5.3 in 2011.
Only three hours from Europe, Maderia is most popular with visitors from this continent. There are four dominant source markets led – unsurprisingly – by Portugal which accounts for 24 per cent of visitor numbers, closely followed by the UK at 19 per cent, Germany at 16 per cent and France at 10 per cent. When it comes to overnight stays, however, the UK and Germany are at the top making up 24 and 21 per cent of the 5.5 million nights respectively, while Portugal only makes up 13 per cent.
But just how important is the spa industry to tourism in Madeira?
A promotional alliance My impression of the spa industry in Madeira is one of innovation and enthusiasm. There’s a growing realisation with Madeirans that they have a coveted gem slowly revealing itself as a potential – and rather significant – magnet for spa and wellness enthusiasts and beginners alike.
The concept of wellness in Madeira has been around since the days of old – the cultivation of whole, natural foods, the weather and a laid back lifestyle all contribute to an environment that is naturally balanced and effortlessly composed to embrace the expectations of today’s market.
There are no figures to support how substantial the spa industry is or how effectively it contributes to the island’s economy. However, a large proportion of hotels now have spas and/or wellness centres.
Notably, the strategic intent to promote and expand the exposure to spas and wellness is also very evident. Since 2005, a self-elected amalgamation of hotels and spas across the island have joined together in an initiative to help drive their own businesses alongside the destination of Madeira as a whole. The group, called Spas da Madeira, was started by former Madeira Promotion Bureau (MPB) executive director Oto Oliveira and the owner of the country’s Galo Resort hotels Roland Bachmeier. MPB, which contributes to half of the budget, is still one of the sponsors. There are currently 11 participating properties and members meet periodically to put together a strategic, common plan such as focusing on press/familiarisation trips or sending out newsletters to 60,000 travel agents in source markets, which was the goal for mid-2012. Another focus is to develop their dedicated website www.spasmadeira.com to make it more user-friendly, attractive and current by adding special promotions. Already working in their favour is a link to MPB’s own website www.madeirapromotionbureau.com which itself has a complete section and a digital brochure highlighting spas as a key activity for visitors.
unique selling points During the last couple of years the Spas da Madeira group has also recognised the need to create an original identity for each of the spa concepts. This includes emphasising unique treatments such as thalassotherapy; those incorporating aloe vera, a native plant; and the hot sand treatment which is offered at the Porto Santo Hotel & Spa.
Next to Madeira, Porto Santo is known as the Golden Island and its sand is a mix of coral reefs, seashells and volcanic ash. The sands have a high content of calcium and strontium and have been proven by scientists at the University of Oslo, Norway and the University of Aveiro, Portugal to help people suffering from rheumatic orthopaedic conditions when they submerse themselves in it.
The spa at the Porto Santo Hotel has hot sand beds and it claims to offer the first sand spa treatments in the world. The beds feature the local sand which is heated to 40-43?C. Guests spend 30 minutes covered in the sand twice a day to get the therapeutic benefits. The minimum number of sessions recommended is 12 and for hotel guests there’s a seven day package of 14 sessions for €490 (us$600, £387). For others, the price is €50 (us$61, £40) a session.
Within this article, there are three other examples of how spas are differentiating themselves (see p76-77).
If I’m honest, I was a little blown away by my three-day peek at Madeira. The country has a fabulous energy about it and I’m excited by how much camaraderie there is among the spa operators – not only for driving their own businesses but in their collective passion to raise the fortunes of Madeira through their own sector.
Case Study The Vine - 79 bedrooms and suites - Five treatment rooms including one for nail services - A wet area with a steamroom, sauna, whirlpool (too cold unfortunately), experience showers and a relaxation area
The décor of The Vine Spa, as with the hotel, is one of seductive luxury. It’s sharply minimalist, although there were some attention to detail touches that let it down – dusty candles, water served in plastic bottles and no definable ‘journey’ from arrival.
It’s a relatively quiet spa, usually six to eight treatments a day during high season (April to September) reducing to three in off-season. Eighty per cent of customers are hotel guests. The remaining percentage comprises local people and tourists.
The spa concept is anchored to vinotherapy – a unique selling point. If a guest is having a full massage treatment they’re given a measure of five-year-old Madeira wine afterwards; in addition, vinotherapy bath rituals include a glass of red wine (my kind of spa!). The theory is that antioxidants in the exquisitely-tasting wine work in unison with the grapeseed in the products – supplied by Theravine from South Africa – for both an internal and external glow.
My treatment was a 30-minute grapeseed oil massage (sadly without the Madeira shot) costing €50 (us$61, £40). The actual massage was very pleasant and well delivered technically but the treatment introduction was lacking an explanation and engagement on a personal level and the option to tailor the massage wasn’t in place.
The concept is an excellent one in a beautiful venue. Yet operational flair and service delivery are needed to properly showcase the spa as a unique and desirable experience.
The hotel’s design is stunning but it lacks a definable spa journey
The décor throughout is one of seductive luxury
Case Study Galo Resort Sport Hotel - 121 bedrooms - Five treatment rooms over 400sq m (4,306sq ft) plus a spa garden and 80sq m (861sq ft) yoga room - There are 12 spa team members, including eight trained in ayurveda
The Ayurveda Cure Center, a brand new addition to the Madeiran spa and wellness offering, is part of the Galo Resort Sport Hotel that opened in November 2011. Its offering is, without doubt, unrelentingly wellness focused. The experience is still indulgent, but the techniques and observations scream health, prevention and enlightenment.
Despite opening only a few weeks previously, the centre had already taken care of six guests taking part in a two-week cure programme. Priced at €1,900 (us$2,300, £1,500) per head (excluding accommodation), The Cure includes diagnostic testing; an ayurvedic therapy plan featuring German product line Ayurveda Kalari and local herbs; acupuncture, physiotherapy and lifestyle coaching; advice and lectures on diet/cooking, ayurveda, yoga and meditation.
Birgit Moukom, a very experienced ayurvedic practitioner and utterly delightful German lady, is running the centre. She’s been practising alternative medicine and psychology since 1998 and believes in delivering highly personalised treatments. I look forward with great anticipation to see how the concept flourishes under her guidance.
The centre is strongly focused on health
The hotel and ayurveda centre opened in late 2011
Case Study Reid’s Palace - 163 bedrooms - Five spa treatment rooms - No dedicated wet area but the changing room space included a sauna and steamroom
My experience at Reid’s Palace, part of the Orient Express group, was the epitome of how to get it right. The entire guest journey is one of effortless superiority and grace and the spa, with its focus on indulgence, relaxation and catering to every need, is no exception.
My experience was pure perfection. From the reception greeting to the treatment itself, it was classy and seamless without losing any sense of warmth. The treatment – a specially tailored massage using fresh aloe vera and grapeseed oil – was delivered flawlessly. Nothing was left to chance with any of the basics such as room temperature, pressure or music volume. The therapist extended my treatment as she felt my shoulders needed more work: a nice touch. The treatment menu, featuring La Prairie, Aromatherapy Associates and Ytsara products, was focused on top-drawer indulgence.
By tradition, and anecdotally, Madeira has a relatively aged tourism demographic which presents a market that, as yet, is untapped as far as the spa trade goes. The general manager of Reid’s Palace, Ulisses Marreiros, admitted difficulty in attracting hotel patrons to the spa, despite the exceptionally good service and treatment delivery.
On average, treatments generate €90 (us$110, £71) and revenue per occupied treatment room is €13 (us$16, £10). Accounting for 18 per cent of total spa income, the retail sales are impressive. The team have slick and well-executed product sales systems and stand out commercially against other spas I visited. Although therapist utilisation is reasonably good at 72 per cent, room utilisation at 25 per cent is disappointing.
Wellness orientated treatments, consultations and assessment could be the solution to using up vacant room space and increasing revenues. With an older, more savvy and aged demographic, packages that focus on anti-ageing, longevity and lifestyle advice in such a fabulous environment may be the tipping point they’re striving for.
The treatment experience at Reid’s Palace was ‘pure perfection’
Scientists say Porto Santo’s sand has therapeutic qualities
It attracts 900,000 tourists annually
There’s a strong focus on wellness
A vast array of activities are available
The Porto Santo Hotel & Spa claims to offer the first sand spa treatments in the world
While British adults are the most active they’ve been in a decade, health
inequalities remain with the same groups missing out, according to Sport
England’s latest Active Lives Adults Report.
Kerzner International has signed deals to operate two new Siro recovery hotels in Mexico and
Saudi Arabia, following the launch of the inaugural Siro property in Dubai this February.
Nuffield Health’s fourth annual survey, the Healthier Nation Index, has found people moved
slightly more in 2023 than 2022, but almost 75 per cent are still not meeting WHO guidelines.
The US spa industry is continuing its upward trajectory, achieving an unprecedented milestone
with a record-breaking revenue of US$21.3 billion in 2023, surpassing the previous high of
US$20.1 billion in 2022.
Short-term incentives for exercise, such as using daily reminders, rewards or games, can lead
to sustained increases in activity according to new research.
The Sacred River Spa at Four Seasons Resort Bali at Sayan will reopen later this year with an
all-new design plus enhanced treatments and experiences inspired by its river valley home.
Operator Circadian Trust has launched a five-year growth drive designed to
support health and wellbeing across South Gloucestershire, UK. The initiative
will see a £2.4m investment in its five Active Lifestyle Centres.
Discover how to prepare your spa or wellness facility for the influx of international guests
and meet global standards as tourism in Saudi Arabia surges. [more...]
+ More featured suppliers
COMPANY PROFILES
Promet Spa Wellness Mehmet Kabas established Promet in 1993,
and Aysegul Sungur joined the company the
same year. [more...]
