Spa Strategy’s Elaine Fenard has spoken about what the key points are to running a successful spa operation.

"Benchmarking is crucial – how else can you measure how your business is performing," she says in the 2013 edition of the Spa Business Handbook 2013. "Accountability is essential. Spa executives should not expect things to just happen, they need to make sure someone is leading and that everyone on the team knows the goals and how they can contribute."

She adds: "Operators should seek mentors from both within and outside their circle to avoid tunnel vision. Look at best practices in the industry but outside your area. For example, day spas are far more nimble at getting the message out and using yield management techniques through social media. Hotel spas are better at marketing and PR as they can utilise the hotel’s resources. Meanwhile destination spas can offer a variety of services, cross train teams and are experts at integrating health and wellness services."

Spa Strategy, the US-based consultancy, has worked on more than 200 spa projects globally, including the brand development of Talise for Jumeirah in the Middle East and the concept for Disney’s Laniwai spa at its Aulani resort in Hawaii.

Fenard joined Spa Strategy as its first vice president of spa development in 2001. Since becoming a partner seven years ago, Fenard now holds the position of managing partner.

To read the thoughts and opinions, and learn about the backgrounds of more key figures in the global spa industry, the Spa Business Handbook 2013 can be ordered online in print and viewed online.