Tuesday, Feb 17, 2009


 
   By Mirna Sleiman 
   Of ZAWYA DOW JONES

DUBAI (Zawya Dow Jones)--Dubai's luxury spa treatment industry is flourishing as more and more executives seek anti-stress treatments to counter the gloom attached to the global financial crisis.

A growing awareness about the therapeutic benefits of spas, coupled with higher demand for grooming services such as facials and massage amongst males, has seen demand surge during a sometimes physically draining economic downturn.

"It feels good to let others take on the burden of the world while you relax," said Zaher Daher, a Lebanese Canadian engineer who has worked in Dubai since 2007. "I'll happily step back and take it easy. That usually involves a shooting range, a boat trip, and a body wrap."

Dubai, which rode the regional petrodollar wave and sustained a boom for more than six years, is now on a knife edge as it struggles to find its way amid the global financial meltdown.

While the Persian Gulf once appeared protected from the financial turmoil around it, falling oil prices and tighter lending facilities have combined to cause pain for governments and companies in the region.

Escaping The Grind

To escape the economic stress and the daily grind of modern day living, corporate executives and government officials are demanding more spa services.

"Executives, males and females, are increasingly seeking nail, hair and body treatments in an attempt to lift sentiment," said Sushma Shenor, marketing executive at The Grooming Company, which owns Dubai's N.Bar, Males spa 1847 and JetSet treatment venues. "The frequency of visits has probably reduced but we're seeing new people now."

The Grooming Company, which has a branch in Emirates Towers in the heart of the city's financial district, is now offering a special de-stress package designed for "these times," said Shenor.

Over at Raffles Hotel's Amrita Spa in Dubai's Wafi City, tailored treatments are also becoming the norm.

"We do have tailored treatments such as the jet-lag long haul and jet-lag short haul designed for busy travelers and stress relief massages to eliminate tension build up," said spa manager Lindsay Madden-Nadeau. "The current financial crisis will also be taken into consideration with pricing and value for money whilst still sticking to our results orientated treatments."

Quality Sort After

Spas are springing up everywhere in Dubai. Any hotel worthy of mention these days has a spa as a basic offering.

However, as the world economy takes a knock, successful spas will be those that match quality per U.A.E. dirham spent with the latest in industry trends.

Treatments can range from a basic one hour body massage for 150 U.A.E. dirhams ($41) to the fully pampered Royal Bliss Great Escape treatment that chimes in at about AED750 ($204) an hour.

"Guests are now very consciously looking for offers that has value for money," said Jeson John, Resort Membership Manager, at Dubai's Ritz-Carlton. So any treatment for say fifty minutes, with a 20 minute complimentary massage thrown in, is a good seller, he added.

Back at the Raffles Amrita Spa, stress relief massages are still the main focus of guests, according to Madden-Nadeau.

"In spa's, massage will always be your most popular treatment as it has so many benefits and can be tailored to your body personally," she added.

So while Spa treatment's won't heal the world's economic ills, the benefits could at least make the turbulent ride a little more bearable.

"It's a little bit of an escape from the pressures of the world that makes the tough times at the moment a little easier," said Daher.

-By Mirna Sleiman, Dow Jones Newswires, 0097143644966, mirna.sleiman@dowjones.com

Copyright (c) 2009 Dow Jones & Co.

(END) Dow Jones Newswires

17-02-09 0807GMT