Cornell-SPAcademy. Cornell-SPAcademy Executive Development Programme In Management

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1 Executive Development Programme In Management

2 Programme Highlights Between spas and hotels, how should they be managed? The answer differently; spas are far more delicate and truly a people to people business. An overview with an idea of the philosophy of spas, feasibility studies, location, and concept and design set the backdrop to a deeper understanding of the spa industry. Are you constantly improving your products and services to show that you are aware of your customers changing needs and so have improved to meet them? Learn the spending habits of consumers and what motivates them to identify and provide the level of service they demand. Participants can expect an in-depth study on day spas, resort spas and destination spas and get into the role of discussing if managing a hotel / resort without a spa would hurt market share and less viable. Knowing your competitors is half the battle won. Find out who your true competitors are and dissect their winning strategies. If you can t beat them, do you join them? Should you manage your own spa or outsource to one that has already established itself. This segment shows you how to integrate a spa into a hotel. Learn the pitfalls in management of a spa and how to avoid falling into one. Potential market growth and a healthy Return On Investment (ROI) are often the main concerns of investors. Get a realistic idea on the cost needed to finance spas and projection of the ROI. Find out how to manage your financial activities to achieve an optimum ROI.

3 Programme Outline DAY 1 Market Research & Feasibility Study - Know the philosophies behind spas - The industry is expanding but at what pace? - Explore answers to the perennial question Should I invest? - Choosing locations with the most competitive advantage - Explore the importance of a spa consultant and cost of having one - Developing concept, design and flow - Is there a need for alternative therapies? DAY 2 Product, Consumer and Marketing Strategy - Identify the spa consumer and their changing needs - Learn about the spending habits of consumers and pull factors leading them to visit spas - Market research an important aspect that mustn t be overlooked - Market segmentation for hotel / destination / city spa - Can demand be created and how much? - Find out if your hotel /resort would lose market share without a spa. - Is there any opportunity cost to add a spa? - Planning a membership package for non-hotel / resort guests - Planning marketing events and gauging how far in advance of opening they should occur - Merchandising and internal marketing DAY 3 Competitive Analysis & Branding - Identify who your competitors are - Identify what substitute products there could be in the market - Differentiating your spa - Branding your spa to achieve top-of-mind status - Facilities an integral part of designing the whole spa experience Furniture, fixtures and equipment Mix of rooms and equipment Communal spaces Resting and reflection areas DAY 4 Management and Human Resource - Considering the option of outsourcing - If so, finding a reliable company - Learn to avoid the pitfalls strewn in your path of managing a spa - Integrating the hotel with the spa - Maintaining an adequate employees and customers ratio - Engaging key personnel - Coming up with a remuneration package - Differing kinds of benefits for spa employees - Retaining valuable employees - Differences in spa guest needs versus hotel guest needs DAY 5 Finance Strategies - Financing spas and calculating costs - Spa Return On Investment (ROI) - A possibility of hidden ROI and benefits - How soon is it possible to reach breakeven point and make profit? - Contribution from retail - Taking a realistic look at unavoidable costs Marketing Maintenance of spa Spa personnel training and certification Licensing Continuing education

4 Course Details Course Instructor: Professor Mary H. Tabacchi (PhD, MS Purdue University, AB Drury University, Registered Dietitian) Associate Professor Cornell University, School of Hotel Administration Date: January 2005 Time: 9 am to 5 pm Programme Fee: US$2,200* (register from 1 Dec 2004 onwards) Venue: Singapore Tourism Board Auditorium Hotel Packages: Special discounted room rates has been arranged for participants at Raffles Hotel, Raffles The Plaza, Singapore, Swissôtel The Stamford, Singapore, and Swissôtel Merchant Court, Singapore. Hotel Room Category Room Rates Check-in Check-out No. of Room Raffles Hotel, Singapore Courtyard Suite S$ Raffles The Plaza, Singapore Deluxe/Premier Deluxe S$ / S$ Swissôtel The Stamford, Singapore Deluxe S$ Swissôtel Merchant Court, Singapore Deluxe S$ All prices quoted are for single and twin occupancy. Breakfast is chargeable at S$ Prices are subject to 10% service charge, 1% government tax and prevailing Goods & Services Tax (GST). Please call (65) for reservation details. Cancellations & Substitutions: 1. Payment must be made two (2) days within receipt of invoice. 2. Full refund less US$60 service charge if written notification of cancellation is given more than 30 days from the start of the programme % refund less US$60 service charge if written notification is given between 15 and 30 days from the start of the programme % refund less US$60 service charge if written notification is given between 10 and 14 days from the start of the programme. 5. We regret that no refund will be granted if written notification is given less than ten (10) days from the start of the programme. 6. If a participant fails to attend for whatever reason, the registration fee will remain payable in full. The fee will not be waived, nor will a refund be given. We regret that guests and spouses are not allowed into the auditorium during the course of the programme without registering and paying the full registration fee. * Fees include course materials but exclude prevailing Goods & Services Tax (GST). * Fees exclude any applicable taxes from participants' countries, that is all payments to Raffles Knowledge Private Limited shall be made free of any deduction, imposition or withholding, whether imposed by Federal, State or Municipal governments of participants' countries.

5 Secure Your Seat Now! Please direct enquiries and registration to: Director SPAcademy By Raffles International (Regn. No: D) 2 Stamford Road #B3-01 Singapore Tel: (65) / (65) Fax: (65) Fax this page to (65) Website: Title: Dr Mr Mrs Ms First Name: Last Name: Designation: Organisation: Address: Country: Zip/Postal Code: Contact Numbers: (Office) (Mobile) Fax: Mode of Payment Cheque Please send this form along with a cheque made payable to Raffles Knowledge Private Limited. Credit Cards Please select type of payment: VISA MasterCard American Express Name on credit card: Credit card number: Expiry date: / (mm/yy) Signature of cardholder: Cash Tele-transfer (please enquire with our Director at (65) ) For company-sponsored participants, please fill in the following: Billing Address: Country: Zip/Postal Code: Contact Name: Contact Numbers: All personal particulars will be kept strictly confidential and ONLY disclosed to Cornell University School of Hotel Administration for the purposes of facilitating / administering the programme.

6 Prof Mary H. Tabacchi (PhD, MS Purdue University, AB Drury University, Registered Dietitian) Associate Professor Cornell University School of Hotel Administration Professor Mary Tabacchi has been involved in the spa industry since She has been mentored by pioneers in the American spa industry. Among these mentors were the founders of Golden Door, Canyon Ranch, and The Oaks at Ojai. Professor Tabacchi has served as a board member of the International Board of Directors for four years and as a member of the International Spa Foundation for 4 years, where she served as President. She served on a variety of committees during her 4 years of active service for the International Spa Association. Mary was a primary constituent in the conception and development of the International Spa Association. Currently Professor Tabacchi serves as a leader of the Destination Spa Group Marketing and Advocacy committee. Also she is a founding member of NYSPA. Professor Tabacchi works closely with several corporate hotel spa executives. She is a regular speaker throughout the world on spa management issues and trends. Professor Tabacchi has authored more that 30 different studies on the spa industry throughout her long interaction with the industry. She has presented more than 100 papers and talks for spa and related conferences. She currently teaches Spa and Spa Resort Development, Tying Wellness Practices to Company Profits, Healthy Cuisine, and Airline Management. About... About Cornell Hotel School Today's School of Hotel Administration is the most sophisticated service-oriented management school in the world. The Hotel School is home to 800 undergraduates from the United States and 42 countries, 110 graduate students (master's and PhD degrees), and more than 1,700 industry professionals from 90 countries enrolled in executive education. With 60 full-time teaching faculty, the Cornell Hotel School has the world's largest group of scholars focused on hospitality serviceoriented management. Many large global hospitality companies are actively involved with their faculty for executive education and training, as well as research and consulting. As a result, the Hotel School is the hospitality industry's "think tank." For more information, please visit SPAcademy By Raffles International SPAcademy By Raffles International is the region s premier state-of-the-art spa training institute. The Academy is dedicated to providing quality training and education for aspiring entrepreneurs and spa professionals, as well as opportunities for existing spa practitioners to upgrade their skills. For more information, please visit or

7 About Raffles Knowledge Private Limited (RKPL) is a wholly owned subsidiary Raffles Knowledge and training arm of Raffles International Limited (RIL). The hotel management subsidiary of Raffles Holdings Limited, RIL is a name well respected in the hospitality industry for high standards of quality, award winning concepts and innovative approaches towards hotel management. RKPL is committed to providing quality hospitality and tourism education, and it takes pride in offering effective and innovative learning and development solutions to build an organisation s human capital. RKPL s integrated expertise includes the Raffles International Training Centre, Singapore and SPAcademy By Raffles International. For more information, please visit or 2 Stamford Road #B3-01 Singapore Tel: (65) Fax: (65) SPAcademy: Level B3, Raffles City Shopping Centre (via Lift Lobby A) (Regn. No.: D) A Subsidiary of Raffles International Limited

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