A rapidly expanding Chinese spa market needs accredited spa studies, according to Jannita Mosel, founder of SpaTree. In an exclusive Thought Leader column for Spa Opportunities, Mosel discusses the specifics of the growing Chinese market, and the challenges it faces.

Changing Chinese market needs accredited training, by Jannita Mosel

The Chinese Spa sector is currently lacking professional trained people who are qualified to work in an international spa environment. There is an urgent need for accredited spa studies in the country.

This becomes evident when looking closer into the Chinese spa market. We need an understanding both of what Chinese clients are asking for as well as in which way students are planning their futures within the spa industry.

The spa market in China is showing a rapid expansion of foreign spa operators and major hotel brands. According to the World Travel & Tourism Council (2013), China will rank as one of the biggest travel and tourism economies in the world by the end of 2017.

Also, there is a strong growth in the field of traditional Chinese therapies, which have been gaining wide acceptance around the world.

When looking into the profile of Chinese consumers, McKinsey & Company’s Luxury Without Borders report found that these clients are young, urban and spending high for premium quality. They ‘vote with their wallet’ and demand the newest and most unique – and this translates into spa therapies.

SpaTree, a consultancy in spa education, has conducted a survey among 64 students about career planning and opportunities in the spa industry. Currently, 90 per cent of spa training in China is conducted by in-house or product-house training.

When asking students about the selection they make in further studies, all 64 students (100 per cent) said they are looking for accredited diploma studies, since they feel an accredited diploma will guarantee a strong career in the near future – while a certificate will not.

As a result of the above mentioned findings, the Chinese spa industry is facing major challenges in recruiting enough spa talent, and finds itself in a situation where the market has to compete with international best practices.

SpaTree is trying to fill the gap by setting up an accredited spa academy in China, and is in the early stages, setting up talks with partners and hotel schools.