Face to Face: Alison Gilmore
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As International Luxury Travel Market (ILTM) gears up for the inaugural ILTM Spa this September, Travel Daily gets the low down on the new event (30 September-2 October).
ILTM held a spa event last year, so is this a similar concept?
We had a small event in Austria last year to dip our toe into the water but this is the first ILTM Spa. This event has the full programme and exhibition and is part of the ILTM portfolio, so some might say this is our second go but really it is the first ILTM Spa show. It will evolve as a show and is not just a one-off. We want to be a part of the industry and be the educational front. There is not enough knowledge of the spa sector and the treatments available. Part of the show is to bring people together and say what it is that they need. There is a great opportunity to educate the trade and share information with exhibitors and buyers.
Why did ILTM decide to launch a show dedicated to spas?
When talking to a lot of hotels and travel companies at previous ILTMs luxury travel was the focus but the spa element was bubbling under. More companies are talking about spas now and the value that it brings, so it made sense to build a show that concentrates on the industry. Spas are not just something that people add onto a holiday anymore and has become a big part of the industry. The world spa market is expected to reach a value of US$77.2 billion by 2015 so it is developing fast. It has always been there but will start to increasingly become an integral part of a vacation. In the last two to three years people have been paying more attention to the spa market. There are now thousands of spa and wellness specialists that have that knowledge on the spas, wellness and rejuvenation breaks and there are more of those coming onto the market. We will not ignore the medical tourism side but this year there will be a focus on spa and travel. As the show grows we will move into the medical sector too.
What format will the show take?
ILTM Spa works the same as other ILTMs so will be invite only and we hand-pick the buyers so that they can arrange meetings with suppliers and do the right business with the right clients. There are around 50 exhibitiors including Thailand’s Chiva Som, Rocco Forte’s Verdura Golf and Spa Resort in Italy, The Alpina Gstaad in Switzerland and Portugal’s Longevity Wellness Resort. The table top way with appointments means there is a level playing field. The Opening Forum will take place on the Monday and cover why the event is taking place and the context around the spa travel industry. We are working with leading experts to put together this programme. We want to help the spa managers and owners learn how commercially they can excel and bring the right people in who can facilitate understanding of the market and develop an interesting forum for everyone. We are working with Tatler for its spa awards which will also be held on the evening of the opening day on 30 September.
How will the conference programme tap into emerging trends?
As well as an introduction to the spa market in the Opening Forum, we also want the programme to discuss the future. Male spas are starting to take off and more men are booking. There is also a trend for more group bookings and all-inclusive packages, as well as the rise of technology free spa days or digital detox breaks so people disconnect and relax. Historically spas have been a ‘ladies that lunch’ area but is has evolved into something completely different and more accessible. It has come from a promotion of spending quality family and human time, none of us have time anymore so people are starting to use their holidays to switch off. People are finding more time to relax as life becomes more full-on.
Why did you choose to hold the event in London?
There are many important UK buyers in the spa market so it made sense to hold the show in London. As well as easy access for them it also means that the overseas exhibitors are willing to come over the meet them personally to do business. I personally picked the Jumeirah Carlton Towers because I wanted a great ballroom to have the show in and it is a great luxury location. Tatler is holding its awards at the Bulgari so it’s only a short walk from one to the other. In the next year or two the event will stay in London but we could take the concept to Asia or America as there is potential there.
Why are UK buyers so important for suppliers or hotels to meet?
The UK is a leader in buying and selling spa holidays because the UK is good at leading trends and will try things out. A lot of buyers are from the UK and there are a lot of good spas here in the UK too. Each service is different in the countries so it is important to see what the differences are. Those here are not like the Med where there is always great weather so when people get a week off here they can check into a spa break and relax. The US is a massive spa market and Asia’s is different too. ILTM will bring in choice from around the world so will gather up interest for treatments from various cultures. The choice available is phenomenal and still growing.
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