The development of the spa industry. Modern forms of spa and wellness hotels in Russia

Resort-SPA and salon-SPA are concepts that have been included in the world practice of healing for a long time. The origin of the word "SPA" is associated with the name of the Belgian resort town, known for over 500 years for healing mineral and thermal springs, clean mountain air and picturesque forests. The city owes its name to Peter I, who during his visit tried the water from the springs and said "thank you". The temperamental Walloons thought the word too long, they left only the first syllable - "SPA". Therefore, we can assume that SPA has Russian roots. In addition, in Russia, the ideas of SPA spread in the form of water resorts and the national school of balneotherapy. Many SPA principles can be found in the traditions of the Russian bath.

The European ideas of SPA were introduced into Russian life by the same Peter I. The tsar-builder repeatedly visited the resorts of Belgium, Germany and France. Returning to Russia, he issued a decree on the systematic search for mineral and thermal waters on the territory of our country, and also sketched several water resort projects with his own hand. The 20th century almost threw SPA principles out of our lives, but in recent years they have returned to us again. Any explanatory dictionary of Western languages ​​interprets the word "SPA" as a designation of a mineral spring, a water spa, a wellness salon with water procedures and a hydromassage pool. Over the past five years, this word has been actively used in Russian in all the indicated meanings, primarily in articles and books devoted to health and beauty issues. Proper use of the ancient healing traditions that came from the West and the East is combined in practice in Russia with the achievements of modern rehabilitation medicine and folk methods of restoring beauty and health.

In most civilized countries, SPA is an integral part of the so-called "mainstream", having become something taken for granted for every self-respecting citizen. The growth of daily health burdens in the accelerating pace of urban life brings new thousands of clients to SPA centers all over the world. Unfortunately, there are no more or less clear statistics for Russia. And it's not the lack of industry information as such. The problem is the reliability of this information, since in our country the level of understanding of what, in fact, should be a real SPA-salon, is not just low, but even contradictory. The SPA market began to develop in Russia no more than 5 years ago. The first SPA-salons tried to become both beauty salons, and fitness centers, and even medical institutions. But the massive development of outbound tourism allowed the Russians to get acquainted with the "correct" SPA procedures. In Russia, the SPA industry developed precisely as a Western advent. The success of SPA on the waters and in salons in Europe itself assumed its continuation on the Russian market. However, thalasso procedures of several European companies are popular in Russia, as well as separate (unfortunately, there are very few of them) thalasso centers. At the same time, of course, the concepts of "SPA" and "thalassocenter" are not identical, since the first is much more capacious.

SPA is an absolute, 100% phenomenon, which includes 10 essential elements:

Healthy food, active supplements, diet

Physical education

Contact procedures (massage, reflexology, body-oriented cosmetology)

Comprehensive effects on the body, mind and psyche

Beauty services based on natural products

A room where the rule of living space, ecology and climatology is respected

Culture and art in the interior, music, communication

Modern management, marketing and work style

Rhythm and cyclicality.

A manifestation of the European and American trend can be called the hardware component of SPA services in Russia: microclimate capsule, Vichy shower, Softpack, LPG, etc. The European SPA scenario in Russia will apparently still be popular, especially in the "oil" regions. The problem, more precisely, the question is when the return on investment actually occurs, and not according to the business plan of the consultant-seller. Alas, very often this document is unreasonably optimistic. I would not like to indiscriminately accuse all equipment sellers of incompetence. Rather, it is a call for cooperation between "apparatchiks" and "practitioners" who ultimately bear the financial responsibility for the enterprise. The presence of oriental motifs in modern spas is increasing year by year. This is reflected in the production of drugs, and in the nature of the procedures, and even in the interior design of many centers. The eastern trend in the near future will more and more capture the market with separate methods, opening oriental spaces (offices) inside existing salons, as well as whole conceptual SPA centers. At the same time, the entire oriental range will be widely represented: the Middle and Far East, Southeast Asia, Ayurveda, etc.

The creation of well-trained personnel, a well-coordinated team is, of course, one of the most important components for the development of the SPA industry. At the same time, it should be noted that in most foreign salons, resorts and well-known hotels, Russian-speaking specialists of SPA centers are almost always present. However, there are very few educational institutions that train personnel for SPA centers in our country.

Clients of SPA-salons, too, of course, evolve. Many people today no longer perceive these centers only as a place where you can just have fun. Attitude towards SPA as a means of healing and rejuvenation is growing every day. In addition, there is more and more interest in the development of SPA medical orientation. People are gradually turning away from traditional Western therapies towards more integrated approaches to health. A number of SPA experts predict that in the near future every major hospital will be equipped with SPA elements, especially in terms of rehabilitation. The current SPA client is people born between 1960-1980. They are now actively interested in restoring and maintaining health, improving the quality of life and the quality of communication. According to sociologists, representatives of this generation live in the present, are prone to experiments, and love to achieve quick results. This age category of clients has great opportunities (primarily financial) for traveling and getting to know the health practices of different countries and peoples, primarily the so-called "green tourism". Being healthy, looking good and feeling comfortable is fashionable, profitable and is an integral part of the image of a successful person, so interest in SPA services in Russia will grow, which means that this segment has good prospects for the next 10 years. And already in the near future SPA-culture will be perceived as an integral part of its general culture and level of education, lifestyle. At the same time, in the future, people will perceive the elements of creating external beauty and the manifestation of careful attitude towards them by the staff not as the main goal of the visit, but as an obligatory, but subordinate part of achieving the goal of healing, rejuvenation and well-being.

Men will play an increasing role among clients, including in traditionally female areas. The development of salon services specifically for men is on the rise, and the cosmetics industry is also developing very rapidly - these trends are already evident now, as the volume of sales increases every year.

The pricing policy in the SPA business depends on the solvency of the potential clientele, the location of the salon, the list of services offered, the level and price of cosmetic preparations used for procedures. At the moment, SPA services are not so expensive as to be targeted only at high-income citizens. The cost of each service separately can indeed be objectively high due to the difficulties in the production of certain drugs (oils, for example) and their delivery. But many SPA centers offer their clients more affordable subscriptions for an annual course of SPA therapy.

All over the world, SPA enterprises amaze the imagination with luxury and splendor. The SPA takes into account and uses all sorts of human harmonization factors: the surrounding landscape, climate, smells, colors and sounds, that is, everything possible is done to create maximum comfort and convenience. After all, the secret of SPA success lies not in unique healing methods, but in creating an atmosphere of spiritual comfort, relaxation and pleasure.

Residents of cities (especially megacities), forced to spend a lot of time in the office and traffic jams, experience this or that stressful situation almost every hour, often experience a passionate desire to escape from the "roaring and rumbling" world, to find themselves on a desert island where the bright sun shines, and the surf quietly rustles, where someone foresees and imperceptibly fulfills all desires, cherishes and cares for him, hears him, looks after him - his majesty the Man. But, alas, the next vacation is still far away, and business requires a constant presence. From this follows SPA - the best salvation.

The rhythm of life of a modern person, a significant increase in the information load, constant mental stress and a number of other factors have led to an increase in the need for recovery during the holidays.
Modern SPA-technologies promote holistic healing, relieve the stresses of everyday life, aimed at harmonizing the “body, mind and spirit” of a person. That is why the SPA industry is defined as a leading direction in health tourism. International experience in the development of the SPA industry is promising for use in order to increase the number of tourists whose purpose is to improve and treat.

Since ancient times, society has used natural water resources for healing. Hippocrates, the father of medicine, was the first to say: "Nature heals diseases." Bathing culture has been going on for more than two thousand years. The beginning of spa tourism can be found in ancient Greece, where people went to the sources of mineral water on the island of Euboea. The first resorts associated with the use of mineral water and the construction of thermal baths were founded by the Romans. Many of them are still functioning today: Aqua Calida is a modern Vichy resort in France, Aqua Helvetica is a modern Baden in Switzerland, Aqua Herkuli is a modern Baile Herculane in Romania. However, real resort tourism arose in the 18th century. Travel "on the water" became popular among the social elite throughout Europe. The most famous and popular areas - Bass (England), Spa (Belgium), Baden-Baden (Germany), Evian (France) - are visited by several tens of thousands of guests a year. At the same time, the first legal documents appeared that established the principles for the creation and operation of resorts.

With the beginning of the development of rail transport in the early XIX century. resort tourism has been further developed. Improved transport accessibility has led to a significant increase in the number of resort visitors, including foreign tourists. The most popular European resorts at this time are Bad Homburg, Sopot, Svinoustje (Germany), Karlovy Vary, Bad Ischl, Krynica, Zakopane (Austria). A kind of democratization of resorts took place in the twentieth century. - after the first and especially after the second world war, among the clients of the sanatoriums were representatives of all social strata. The next key moment in the development of resorts falls on the end of the twentieth century. By this time, a necessary condition for the creation and successful development of the resort is the presence of certain natural resources that have healing properties. In modern conditions, the presence of such natural resources is no longer mandatory. In particular, wellness functions can be provided through the use of artificial mineral water - the Thermae 2000 project. Spa tourism is increasingly being replaced by wellness tourism, which is understood as "any activity that improves the health of a tourist and his family members."

Within the framework of this type of tourism, two subspecies are distinguished: travel for the purpose of relaxation and body care and travel aimed at “healing the spirit”, achieving spiritual bliss. In accordance with new trends, ideas about resorts as places for recreation for the elderly are changing. Modern resorts are becoming more medical and recreational centers, where more attention is paid to the prevention of diseases, rather than their treatment. The restoration of the physical and mental strength of a person occurs both due to water procedures and active recreation (tennis, squash, golf, horseback riding, aqua aerobics, etc.). Next to the traditional sanatoriums, exclusive resort & spa hotels are being built, they have a modern recreational base and offer customers accommodation in a complex with medical and cosmetic procedures. Tour programs can include a variety of programs for weight loss, body care, body cleansing, relaxation, oriental meditation and others. Typical healing procedures are complemented by aroma and light therapy sessions, a variety of saunas, massages, ultrasound and oxygen therapy, yoga, Ayurveda.

In modern society, ancient traditions have been developed in the spa industry. There are several versions regarding the origin of the term SPA. The first is historical, according to which SPA is an abbreviation for the Latin “Sanus per Aquam” or “Sanitas pro Aqua”, which in Latin means “health through water” or “health through water”. This concept was known in the days of Ancient Rome, where thermal springs and thermal baths were used to treat ailments. The second version is geographical: the name SPA comes from the name of the small Belgian town of Spa, where the famous water resort is located. Here aristocrats from all over Europe and tsarist Russia went "to the waters". The modern understanding of SPA is much broader.

Research by the International SPA Association (ISPA) in the USA in 2010 confirms positive long-term trends in revenue growth and overall visitor numbers. The studies, which were led by Pricewaterhouse Coopers (PwC), analyzed supply and demand.

Dynamics of indicators of development of the SPA industry

Source: SPA Business e-magazine.

The rapid development that the SPA industry has recently shown has led to the emergence of several areas: SPA destinations, SPA resorts, medical Wellness & SPA, medical cosmetic SPA, FEMI SPA, wedding SPA, holistic SPA, day SPA, cruise SPA, mobile SPA.

The most complete classification of SPA objects was proposed by the European center for the study and promotion of resorts and water sources ISPA Europe:

1. Complex SPA;
2. Medical SPA;
3. SPA - mineral waters (a classic from the "Belgian" times);
4. Hotel SPA;
5. Club SPA;
6. One-day (day) SPA (Day SPA);
7. Cruise SPA (sea, river, lake, etc.)

The International SPA Association conducted an analysis of various SPA-objects in the USA according to several parameters: the level of profit, the number of visitors, the number of jobs.

SPA destinations- resorts that offer other types of individually prepared programs in addition to traditional medical treatment aimed at physical rehabilitation. The formation of a SPA destination is due to specific natural resources or unique healing practices that ensure the popularity of the country among users of SPA services. So, for example, Ayurvedic procedures are the most attractive in India, thalassotherapy on the sea coast and the like. The ranking of the most attractive SPA destinations in the world was compiled according to the Russian National SPA Guild.

The first place in this ranking is occupied by the United States, which founded this direction in 1992 and remained the leader in 2007. In Europe, the recognized leader is the United Kingdom, which maintained its position until 2007, until other countries entered - Germany, which has the largest number of SPAs. -objects, Spain perfectly combines price and quality.

The leaders in Southeast Asia are Thailand and Malaysia with excellent natural opportunities, but lacking sanitary standards and professionally trained specialists. Since 2006, Dubai, Saudi Arabia, Syria have been developing this direction. Such countries are characterized by interesting design projects. Countries such as Turkey, Egypt develop SPA-centers according to the European or Asian tradition, so they are characterized by the absence of an individual style.

Recently, the SPA industry has received significant development in the countries of Central and Eastern Europe, for example, in Hungary. Naturally, the traditions of using thermal waters develop in Hungary, where the SPA culture has a long history. Hungary is one of the countries with rich geothermal resources in the world: 1289 thermal springs, 39 therapeutic baths, 5 therapeutic caves, 48 ​​certified mineral and 133 therapeutic water sources, 4 deposits of therapeutic mud are located on the territory of the country. About 300 thermal springs are used for bathing and about 130 mineral and healing springs are located in the capital of the country - Budapest. Infrastructural development is also a competitive advantage of the country: 62 SPA hotels, 39 establishments with therapeutic baths, 13 sanatoriums, 385 settlements have equipped baths with therapeutic water. But the problem remains compliance with modern technical and health standards in this area. In order to standardize SPA services at facilities, in 1992 a professional association Hungarian Baths Association was established in Hungary, which since 1998 has been a permanent member of the European SPA Association (ESPA). Now the association unites 186 members.

Health domestic tourism is a priority for the development of the country, it accounts for a significant part of tourism revenue in Hungary. Domestic tourism showed growth dynamics in 2005. According to the Hungarian Central Statistical Office, the number of visitors increased by 5.3%, the number of bed nights increased by 3.5%. In wellness hotels, the number of bed nights doubled and SPA hotels also rose in these indicators (+13.1%). The three most popular areas for domestic tourism are Lake Balaton, Budapest, and the Central Danube region.

In recent years, international experts have noted a stable positive trend in the development of SPA industries in India through a combination of traditional Indian practices of holistic recovery, natural resources and against the backdrop of new government policies, infrastructure development, innovative approaches to vocational training. According to forecasts for the near future, India is the most promising territory for SPA operators when servicing the middle class. India is also rapidly developing as a tourist destination, with 5.37 million foreign tourists visiting the country in 2008, up 57% from 1996. The modern SPA&Wellness sector is integrating into Indian culture through healing practices. Despite the fact that such practices have always been offered to visitors in hundreds of salons, most of the world-class spas began to appear in hotels within the last 5-8 years. But the market for such services is growing rapidly: in a report by Netscribes, the Indian wellness market is estimated at $ 2.5 billion, with an annual growth of 33%. Increasing role of India in the development of medical tourism: according to the company RNCOS (market research), India's share in global medical tourism will increase to 2.4% by the end of 2012, medical tourism revenues are expected to be US$ 2.4 billion, annually growth rates - 27%.

Assessing India's prospects, one should also point out problems: poor infrastructure development, bureaucratic restrictions and a shortage of specialists at all levels. Now the state policy of India is aimed at creating an attractive investment climate in the country, simplifying the conditions for investment, especially for the Indian diaspora abroad. In terms of infrastructure development, India has the possibility of franchise agreements in the hospitality and SPA sector. But, despite the presence of deep traditions of recovery, India is positioned as a country - the creator of brands. According to the forecast, the hospitality sector is on the rise: by 2017, at least 20 companies will take part in the construction of hotels. India will become a competitive country in terms of attracting tourists.

A significant problem is the training of personnel: in the near future, India will need 20,000 new SPA-therapists. Now there are 7 main institutions that train specialists in the field of SPA. The presence of a variety of training programs will help solve the personnel problem in the near future. For example, the Ananda SPA Institute (ASI) offers several types of courses: long-term - from 9 months to 3 years and short-term - from 2 weeks to 6 months. India is the birthplace of Ayurveda. In total, 220 colleges and one university provide training for Ayurvedic practitioners. One of the problems is the lack of standardization in the provision of such services. At the initiative of the Ministry of Health of India, a department was established to develop training standards for institutes, universities and hospitals. The department has created accreditation programs where Wellness SPA and medical SPA are clearly defined.

The rapid spread of world globalization and integration processes is increasingly felt in Russia, especially in the tourism sector as one of the most dynamic […]

SPA today is not only the main tool in the fight for a healthy lifestyle and quality of life, it is the concentrated expression of everything that serves health and longevity. Today, the main direction of the SPA industry is not relaxation and weight loss, but the harmonization of life, the fight against bad habits, education and training of clients in healthy and useful skills - taking care of their physical body, balanced nutrition, good rest, stress management. This trend can be seen in the content of SPA programs, the inclusion of psychologists in the SPA menu, the emergence of a new profession of “wellness coach”, specialized periodicals for clients (“LiveSpa”, “HealthyLifestylesAndSpa”).

There is a noticeable transition of the SPA industry into the “optimal savings” mode. This does not mean that SPA-services become public. But even in the most expensive and well-known SPAs in the world, a departure from external flashiness is noticeable - more restraint and minimalism can be seen in the design and equipment of work areas. SPA haute couture today is, first of all, the highest level of service, its refinement and impeccability, and not a large amount of equipment and expensive cosmetic brands. Increasing emphasis is placed on local resources (own water sources, growing organic plants, using local natural materials), which can reduce the cost of services. For example, this is what the Siberian SPA is built on, based on ice, fire and cedar power. Krasnoyarsk specialists have created a special Siberian SPA protocol, in which the client is first offered herbal tea with honey, infused with Siberian herbs. He calms, gives "settle" to agitated emotions, prepares for a leisurely procedure. Then - a fifteen-minute warm-up in a cedar mini-sauna. Fir balsam is sprayed in the booth. Inhaling the aroma of hot resin and essential oils, you begin to feel like a man of nature, merge with the world in which the main thing is life, health and harmony.

The secret of harmony is natural, although not simple - it is the author's combination of essential oils of lavender and sweet orange, added to fir balm.

The cedar mini-sauna itself is a very interesting invention. This is a small wooden structure, sitting in which you leave your head at the top. They close you up to the neck, and the body begins to warm up, but not like in a Finnish sauna - someone will burn someone faster, but slowly and in a gentle temperature regime of no more than seventy degrees Celsius. Dry heat causes profuse sweating, deep warming, while the vessels of the brain are safe, because our head is outside! Unlike its other sisters - saunas of various kinds, the cedar mini-sauna will not harm your health, even if it is taken every other day or two. This is followed by body peeling, which is carried out with a mixture of cedar oil and microscopic pieces of pine nut shell. They are crushed so that they do not scratch the skin, do not damage it, but only gently exfoliate excess, dead cells. And cedar oil will moisturize, nourish and protect the skin from infections. After peeling, you get into the shower, but the smell of cedar oil cannot be washed off, it remains and protects you from bad mood and loss of strength for a long time, surrounding you with a thin, barely noticeable aura. Then - again on the couch, and while the SPA-therapist is preparing to continue the procedure, bags with heated cedar sawdust are placed on the lower back, under the neck and knees. They keep an even temperature for a long time - they warm up the joints well, but do not dry out the skin. And then the massage with “cedar cones” follows! Just not the kind that you can imagine: big, bluish-green and resinous, fraught with small tasty nuts. In the Siberian spa, cedar cones are special massage tools carved from the trunk of a healthy cedar. In shape, they are very similar to cones, but smoothly processed. The secret of the cedar cones massage is that the massage therapist can control the level of pressure on the muscles. Without tearing off the "bumps" from the body, smoothly move from site to site, deeply and thoroughly working through every centimeter.

After the massage - one more warming up in the cedar mini-sauna and then a contrast shower or massage with pieces of ice, which the cleansed, warmed, rested body perceives as a life-giving grace.

During the procedures, only natural, pure components are used, which are traditionally considered sources of health in Siberia. Everything that is inextricably linked with a tree, and especially with a cedar, is considered by the people as a source of strength and longevity, tranquility and dignity. “A new body,” you say to yourself when, resting after the procedure, you drink herbal tea again, feeling it in a completely different way. - A new soul, having forgotten the difficulties and worries of the past day, refreshed, having received new strength for a long and healthy life.

For several years now, one of the leading trends in the development of the global SPA industry has been the “eco-bio-orientation” of SPA (or, as Western experts put it, “greening” spa) . Almost all major conferences and forums for SPA professionals put this topic on the agenda. Abroad, SPA certification systems on the basis of "environmental friendliness" have already been developed and are being implemented. The new concept of "eco-SPA" is being actively introduced. Leading professional publications in the industry publish educational materials on energy-saving technologies in SPAs, and customers are offered selection criteria for SPAs that care about life on the planet.

Return of a personal SPA. Some time ago, experts noted the depersonalization of the SPA-service - in order to increase the profitability of the business, emphasis was placed on procedures and services that do not require the presence of SPA-therapists. As a result, a large number of huge SPA-aqua-bath complexes appeared. Today there is a return, and even an increase in the individualization of the SPA service. In true SPAs, zones are created where clients do not feel like "part of the crowd" - family, couples and VIP suites. New functional positions appear - SPA-attendant (employee accompanying clients) and SPA-concierge (administrator-coordinator, providing all possible needs of clients in SPA). "Exit SPA" is widely practiced (in the office and at home to clients). The most fastidious clients in the SPA are offered an individual selection of combinations of oils and preparations (sometimes even on the basis of DNA analysis), programs and “individual tailoring” packages, music and the type of lighting in the rooms.

The computerization of society is reflected today in the computerization of SPA. Today, "serious" SPAs always offer their clients online booking and programming. Online advertising is becoming the main channel for SPA to attract new customers. The possibilities of electronic marketing are actively used (online gift certificates, online spa shopping). And even in the depths of the SPAs themselves, they do not cease to be “children” of technological progress: some SPAs provide customers with WI-FI-connection to the Internet in recreation and dining areas. And a variety of computer diagnostics, due to its versatility and accessibility, successfully replaces tedious examinations of clients for contraindications to procedures. And, perhaps, the most important thing that predetermines the fate of the SPA industry for the coming decades is the new attitude of service consumers towards SPA: they no longer regard SPA as a toy for rich people, but consider SPA an integral part of their lives.

In the world, special SPA-programs for hands are being developed. It is noticed that it is the hands - the joints and muscles of the hand - that get especially tired during constant work on the computer, as well as when driving a car and operating other equipment. SPA-programs are implemented at beauty enterprises located near or inside business centers, and are very popular with office workers. The cost of such procedures is on average $15 more than a regular manicure, and includes both hand massage and treatment.

SPA travel. A large proportion of SPA-clients among people traveling around the world has brought to life a new phenomenon that is firmly entrenched in the global SPA market - TravelSpas. We are talking about SPA at airports and train stations. The format and level of such establishments is different - from areas for massage and SPA-pedicure fenced off with light screens in waiting rooms to large "luxury" SPAs at the terminals of international airports. The first Russian project opened at Sheremetyevo Airport.

The uniqueness of the placement of SPA objects. The creative imagination of architects and designers encourages them to design SPAs in the most unexpected and unusual places for this type of service. On the one hand, there is an interpenetration and mixing of cultures. Some leaders of the hotel industry have already used hospital and prison buildings for their projects, now it's the turn for SPAs. Against the background of the growing number of SPAs in all countries, this approach guarantees the uniqueness and interest of the clientele.

Preventive SPA. In the named variant - it is "prevention of diseases". Its new reading is connected with the SPA culture. Many SPA-structures offer their services, focusing the consumer on the prevention of diseases, primarily associated with overload, stress, aggressive environment. Managing your own health is in vogue.

Menu simplification. The fashion for complex names of procedures and exotic rituals is leaving. The consumer all over the world strives for the effectiveness of the SPA, in connection with which he wants to receive intelligible information about the upcoming service. The menu is designed to provide complete, structured information about the method of exposure and its results. Cleopatra's baths and Aphrodite's body wraps have done their job, dry and strict words are now relevant - efficiency and safety.

SPA in social networks. More than half of clients under the age of 24 and 48 percent of those under the age of 34 choose SPA as a form of relaxation and wellness under the influence of Twitter and Facebook. New information technologies have become a decisive factor in attracting young visitors, but at the same time, the opposite process is expanding: some SPA hotels, on the contrary, make their territory closed to the Internet, mobile communications and even television, believing that rest should be complete.

Mini SPA services. The crisis forced visitors to treat money with great respect, therefore, SPA-salons are also ready to offer mini-services, that is, some short-term “tasting”, so that the client can understand whether he wants to try this procedure or he is not ready to pay money for it, as for complete service.

Happy dreams! What does the client want after the procedure? This question has finally been answered correctly. And SPA-salons introduce a new format of service - after the procedure, the client can sleep to his heart's content, finally relaxing. To do this, you do not need to leave the office of the SPA operator and go home, no one will disturb the client, a sweet dream in the salon has become a service component.

Thus, the beauty industry market is developing rapidly. Each leader hopes that his enterprise will develop successfully and bring solid profits. But not all beauty salons that have introduced SPA elements are destined to become a real SPA salon, respected and loved by customers. On the way to development and gaining national recognition, there are many subtleties and pitfalls that require taking into account the knowledge of management and marketing, plus increasing competition, forcing to take into account all the factors of development and direction of the SPA business.