Dayspa

NOV 2014

DAYSPA is the business resource for spa & wellness professionals! Each issue covers the latest in skin care, spa treatments, wellness services and management strategies.

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26 DAYSPA | NOVEMBER 2014 clientele. Evans' personal favorite, however, is the Zoezi Elixir package (150 min./7k KSh), which consists of a tonifying body scrub, wrap and massage. Clients may also add on a hydrotherapy option, such as a Vichy shower (30 min./1.5k KSh). Given the spa's philanthropic mission, I'd assumed that Zoezi's clients would guiltlessly savor the whole menu, knowing they're contributing to a good cause. But according to Itebete, the guests still need to "get used to the concept of taking time out and going to a spa just for relaxation. Some people can't understand why you would do that." BUILDING A CLIENTELE Management is working to grow awareness of the value of the spa's relaxation treatments, and The Boma's beautiful gym is proving an effective conduit to Zoezi (which is, in fact, the Swahili word for "exer- cise"). About 70% of Zoezi's clientele is drawn from the corporate executives who live in the area, and that proximity is ripe for luring local businesspeople to join the gym. (The Kenyan public's growing awareness of the importance of fi tness also helps pave the way.) The gym's 350 regular members tend to be upper-income, well-educated locals who take classes such as karate, Zumba, Afro-dance and aerobics. Once Itebete and his team get clients in the door, staff members work to promote the spa's less-fre- quently-sought treatments. As Evans explains, "The therapists are supposed to know how to upsell. Cli- ents might ask for a pedicure, and the therapist might say to them, 'Why don't you also do a massage?' "She also reports that her guests seem grateful to be educated about services with which they aren't familiar. Itebete, who only joined The Boma hotel team ear- lier this year after stints at the local Hilton and the Sa- rova, aims to increase awareness of the hotel's menu and mission through advertising. Part of his plan for shaking up the group's publicity involves utilizing more Web-based platforms. "In terms of advertising, there has been little in the press," Itebete says. "I'm trying to focus a lot more on social media, even using the sales team to market our facilities here through their business contacts. [The press so far] has focused on the corporate side, not on the facilities." In addition to emphasizing concepts such as "spoiling oneself" and "getting away from the rush," Itebete also cites the marketing strategy of "treating a loved one—especially moms and sisters." He's also aware of the growth potential in the wedding market, especially since the hotel hosts such events on the premises. He hopes to promote the idea of a bride coming in for a special preparatory day just for herself. WORTHY RESPITE After speaking with Itebete and Evans, I was eager to stretch out and enjoy my Swedish massage. My thera- pist, Maria Macharia, fetched me from Evans' offi ce and led me to the larger locker room. She handed me a terry cloth robe, towel and sandals, and instructed SPA HOPPING Relaxation treatments can be a tough sell with local Nairobians. PHOTO COURTESY ZOEZI SPA

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