Consumer lifestyle magazine Conde Nast Traveller – the UK edition of the global travel magazine – has announced it's developing a new online service called The Spa Finder – a name closely mimicking that of long-standing spa industry stalwart Spafinder.

The new service is scheduled to launch later this month in partnership with spa tour operator, Healing Holidays, although sources told Spa Business that the launch has been delayed, due to the scale of the project.

Spafinder – headquartered in New York City – launched in 1986 and has developed publishing, gift card and spa search and marketing businesses. It has grown into a global operation, with offices in Europe, Canada and Japan.

Spa Business magazine editor Liz Terry said: "However you look at it, this is extremely damaging for Conde Nast's reputation. If they were aware they were adopting the same name as an existing and well-established business, the behaviour is a cynical, unethical and aggressive attempt to trade off the goodwill of Spafinder. If they were not aware, then they were inexcusably sloppy in their product development planning.

"I expect the spa industry to take a very dim view of this hostile move," she continued. "Spafinder is a well-known business that has made a great contribution to this industry with its support of the Global Spa and Wellness Summit and other initiatives. I'm confident the industry will unite in its defence, making it difficult for Conde Nast to succeed in this market."

At the time of going to press, Pete Ellis, CEO of Spafinder was unavailable for comment. The matter is understood to be in the hands of Spafinder's lawyers.

Despite several attempts to contact Conde Nast, no one from the organisation was available for comment on the proposed launch.