Monday, Sep 27, 2010
Gulf News
developers boost property values as homeowners eye private wellness centres
Dubai More people are installing spas in their homes rather than heading to an expensive hotel facility —making private-use spas lucrative business, according to exhibitors at the Middle East Pool and Spa Exhibition yesterday.
“That’s where the growth is going to happen now,” said Troy Labelle, founder of Canadian Spa Company, which has seen the doubling of growth rates in the past year.
Homeowners are using these facilities to raise the value of their properties and sell them at better prices, he said.
“Put a pool in any house and its value increases by 15 per cent,” said Amr Kamel, Managing Partner of Tri-Star Group International, which markets pool and spa equipment.
Developers and contractors are also using pool and spa facilities to “manipulate” the price of real estate projects, said Tarek Ali, show manager at Reed Exhibitions, which organised the event.
Outlook
Labelle said his company sold 20 units at $200,000 (Dh734,000) in last year’s exhibition and expects even better sales this year.
The typical clientele for home spas are 40 to 60 year old men and European or American villa owners, but more locals are starting to warm up to the idea of hot-tubs, he said.
“The culture is not yet about inviting a couple over to sit in your hot tub,” he joked.
Sales are driven by parents buying them for their children, families looking to spend quality time together, or elderly people who want to enjoy its health benefits, Labelle said.
He claims the swirling hot water can relieve arthritis, provide pain relief, reduce stress, improve sleep and ease pain from exercising.
Many home spas come with hydrotherapy, aromatherapy and light-therapy systems.
Family time
“You can go to the expensive spa for $1,000 but now you can have your own wellness centre at home,” he added.
Abdullah Saif Bin Mes’har, an executive manager, purchased a Dh20,000 hot-tub from the exhibition for his family and children.
“Rather than sit in front of the TV, we sit in the spa and talk together,” he said.
“If you go to a spa outside, the woman can’t sit with her husband and kids. A Muslim woman cannot uncover in a spa, that is our culture.”
He said it was a great way to relax after a long day.
“Here many people don’t care about their health, there’s pressure from traffic, work, financial problems.” He said it is important to get some relief from all that.
About 300,000 spas were sold globally last year, 40,000 of them in Europe, said Markus Zimmermann, Managing Director of Softub, an American spa company now entering the Gulf market. “It’s a value business, but not yet a big quantity business,” Zimmermann said.
The spas sell from $5,000 to $50,000. The “camel” spa, so called for its tan brown finish, sells for Dh30,000 — the same price as an actual camel here, he said.
Lucrative market
The Gulf market is particularly lucrative for this business and the exhibitors are busy promoting the concept of “life quality”, enjoyment and the importance of wellness, Zimmermann said.
“Down here you need refreshment in the heat. People here are maniacs about water. Look at the fountains, look how much they spend on water.”
Zimmermann said despite the global financial crisis, some people are willing to invest in this luxury.
“Go to the hotels in Dubai, why do they spend that much money there? Life goes on.”
Zimmermann added that the home spa promotes a sense of privacy and luxury. “In a public spa you meet people you don’t know or don’t want to meet. You don’t want to feel like you’re in a public transport system.”
He said hotels can install these spas in their suites to add value rather than cut prices. “Do you know what spa stands for? Sono per aqua — healthy treatment by good water,” he said.
“For me, there are moments to enjoy nature in a hot tub that you can’t have in a bathtub.”
By Deena Kamel Yousef?Staff Reporter
Gulf News 2010. All rights reserved.
