The classic gestation period: it took nine months for the Dubai group to develop its own spa brand Talise, revealed in February 2007. For the moment, only clients at the Madinat Jumeirah in Dubai benefit from this supply while the other hotels in the group continue to outsource this service. But the concept was designed mostly to accompany Jumeirah’s growth. It brings the brand a lifestyle “plus” and a coherence that are right for convincing investors and developers. An in-house team is responsible for creating and managing a project in collaboration with specialists to define the client’s experience and standards of service. Three Talise spa models were defined in order to adapt to each new property type depending on the market and its clientele. Primary goal: maximize profitability.“Taking waters” was a practice dear to Europe’s aristocracy in the 19th century, and became more accessible in the 21st century. This healthy contagion trickled its way into hotels from the top with luxury properties, and wending its way down to 4* and even 3*. Cosmetics brand Yves Rocher recently opened La Grée des Landes, a midscale resort spa nestled in the midst of Breton nature, near the group’s headquarters. Like La Grée des Landes, “destination spas” that center their offer around wellness have formed their own segment of leisure hospitality, but do not renounce MICE clientele. In major cities as well, urban spas have become widespread. Even if, strictly speaking, “one should not use the tem spa, since water is not always involved,” remarks Vladi Kovanic, which organizes the ParisHotSpa conference at the Ritz in Paris next December.The fact remains that, for hotels offering at least a wellness service is becoming standard. “It is no longer a matter of fashion, spas have become customary. Once female clientele were conquered, men and young...