Speaking exclusively to Spa Opportunities, group director of spa for Langham Hospitality Group Barry White has revealed future plans for the Chuan Spa brand and explained why its focus on net profit per square foot will not impact negatively on spa guest satisfaction.

Having just celebrated the launch of the 11,000sq ft (1,022sq m) Chuan Spa at The Langham, Huntington in Pasadena, Los Angeles, Barry highlighted future openings such as the urban spa Chuan Body + Soul at Langham Place in Xiamen, China, and the Chuan Spa at The Langham, Palm Jumeirah in Dubai.

The spa in Xiamen will open at the end of 2014, according to White. “The Chuan Body + Soul is a serene sanctuary and the spa offers nine treatment rooms – including one specially-designed for couples – and a Dream room,” said White. Other recreational facilities include a fitness centre and an indoor heated swimming pool with natural light and an underwater sound system.

The Chuan Spa at Dubai's Palm Jumeirah in will be the Langham Hospitality Group’s first resort, slated to open in Q4 of 2015. “The Chuan Spa will showcase 26 treatment rooms and its Traditional Chinese Medicine therapies,” White added. “The expansive fitness centre features a free form pool, exercise studio and a full range of strength and cardio-training equipment.”

The Langham group is also doing its part for wellness industry training too. “The Chuan Academy Hong Kong, in association with ITEC, recently announced its latest Level 3 Diploma in Holistic Massage,” said White. “We have started accepting new students and the course starts on 6 October 2014.”

Urban spas are going to have to focus on sustainability as the industry moves forward, according to White, meaning making net profit per square profit will become the focus for Chuan Spa. “Space-efficient spas function effectively and offer the same luxurious experience while being more commercially viable,” White added.

While having a welcoming entrance is important for spa guests, treatment rooms and public areas need not be over-sized, according to White. “As long as guests are comfortable and relaxed, they are more concerned about their treatments and the skills of the therapists than the size of the treatment rooms. The spa experience and guest satisfaction – which leads to brand loyalty – will always remain the utmost priority for Chuan.”

“Creating more efficiently-designed spaces does not mean compromising on the sense of space. 90 per cent of the spa experience is spent lying face up or down on a treatment bed. A relaxing environment and good treatment takes precedence over huge facilities.”

“As part of our Chuan experience, there is always a sense of arrival and journey for each guest,” said White. The Chuan Body + Soul concept, the more compact version of Chuan Spa for Langham’s urban and city hotel spas, shares the same journey experience and the same quality treatments but in a more intimate space.

“If the spa has a commercially sustainable business model, there will be ongoing investments into the spa – in training, products, facilities and amenities,” said White. “There will also be a higher level of staff retention and the spa will be able to attract more industry talent. These factors will only further benefit and enhance the guest spa experience.”