Wellness, wellbeing and a wealth of opportunity

At Changi Airport, the emphasis on wellness is a core element within its services offer, one that is among the most ambitious in the airport world, according to a Changi Airport Group spokesperson.

The airport company takes pride in “taking the stress from travelling” through its themed gardens and leisure facilities, alongside its T1 rooftop pool and jacuzzi and 24-hour gyms in T1 and T2.

Virginie Desquatrevaux, Marketing Director of specialist airport spa operator Be Relax, says that increased competition between airports is a factor driving both consumer choice and business opportunity in the channel. “Airports are compared by both airlines and passengers,” she says. “Travellers screen airport facilities while organising their journeys and make a conscious decision about which to use.”

With this in mind, she says, wellness and wellbeing services play a big part in making airport experience both positive and memorable.

“Given these factors”, he says, “we are a sanctuary that can provide the weary traveller with an ‘escape’ through relaxation – whether they are seeking on-the-go massages or beauty services, such as manicures and pedicures.”

Jankowski cites the popularity in particular of neck, back and tension-relief massages as evidence of (and remedies for) this increased sense of stress.

In terms of location, Jankowski says XpresSpa has seen most success in high-traffic airports that offer a lot of connecting flights. “Our best customers are frequent business travellers, but we are also popular with tourists around vacation travel times such as summer,” he notes.

“Quality of service is a key point. Of course, service duration is part of the airport background, but our promise goes far beyond that and is focused on customer experience and satisfaction, more than an express treatment.”

The wellbeing consumer, says Desquatrevaux, is informed and discerning. “Customers are becoming connoisseurs, so quality of service is a key factor and will be even more so in the coming years. Providers must ensure a permanent high level of service worldwide in order to reassure both passengers and airports.”

For the service providers, location plays a vital role in driving business, but that doesn’t always mean they should occupy central terminal positions, says JFKIAT’s Midgley. “I believe that spa and wellbeing operations should be in quieter locations throughout the terminal due to the nature of their services and customers’ desire for a peaceful experience.

He also sees an opportunity for providers to branch out further in their offers, to straddle that line between wellness and beauty services. “In addition to massage treatments, more personal services like haircare and nailcare may have a bigger presence in airports to help passengers look and feel good while on the go.”

Both Be Relax and XpresSpa offer a wide variety of services, with the offer at each location tailored to its clientele as well as the restrictions of space and dwell time. New and different products and services are necessary to attract the wellbeing consumer.

“Moreover we have a personalised approach for every customer, depending on how each one wants to relax at that specific moment.”

XpresSpa is currently testing new services at its XpresRecover location at New York JFK Terminal 4, including Cryotherapy, Compression Therapy and Salt Booth Therapy. New and unusual services attract impulse purchases, which Jankowski explains form a large part of XpresSpa’s custom.

Another new offer is part of a joint venture with Calm, a leading sleep, meditation and relaxation app. Through XpresSpa, Calm looks to bring its concept of mindfulness to travellers in a physical way, establishing an offline presence. “It is an excellent example of how commercial opportunities can evolve,” says Jankowski.

“The best airports know that services are part of the travellers’ satisfaction, especially spa and related activities,” she says. “Relaxation makes the traveller feel well, in a positive state of mind, which finally triggers the enjoyable and impulse purchase.

“So retail and wellbeing services are not opposed but complementary. This is true also in terms of sales areas. At Be Relax, we prove to our airport partners that services generate additional income. Whatever the available area, and often in atypical places where 'classical' retail cannot operate, we bring a flexible and relevant answer to airports’ needs.”

At JFK T4, space matters but perhaps more important is the quality of people – to drive the personal approach and ensure repeat business.

Midgley says: “Spa and wellbeing businesses need to have skilled and licensed professionals qualified to perform personal services, which will likely require passengers to schedule appointments just as they would for similar businesses that operate street-side. Space requirements can be minimal for treatment rooms and located in different areas of the terminal.