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All That Glitters in Dubai

By: Melinda Taschetta-Millane
Posted: September 25, 2008, from the October 2008 issue of Skin Inc. magazine.

page 9 of 11

“The focus is of course on the guests,” stresses Monsod. “We grew with Dubai; we have the pulse of the market.” However, he does note that spa-goers in Dubai keep their eyes open, and therefore the spa needs to be sure it is reaching for the right target market. New communities are continuously being built, and Dubai has a high concentration of people. Here, knowing your target audience is key.

Cleopatra’s Spa

My final spa stop in Dubai was the legendary Cleopatra’s Spa I had been hearing so much about during my weeklong stay. Drawing inspiration from the style and elegance of the legendary ancient Egyptian queen of the same name, the spa captures the wonders of Arabia to present a beautiful experience. Said to be one of the largest day spas in Dubai, Cleopatra’s houses a total of 21 treatment rooms, plus a manicure-pedicure room, changing room and relaxation area. It also has a whirlpool, cold plunge pool and sauna room. However, the Rasul is the spa’s signature treatment, with a ceremonial ceramic room made just for this unique service.

Here, natural, healing ingredients are always popular, according to Russell. “We also find exotic and rare ingredients are very popular with our clients. Must-have ingredients at the moment include those that are extremely extravagant, such as diamond dust, gold leaf and caviar.

“Dubai is setting the trend in the Middle East for luxury, quality and a variety of offerings due to the openness of the country to all markets, including Asian, Western and Oriental,” continues Russell. “At Cleopatra’s Spa, we are setting new standards by transforming the spa from pampering to total wellness with the addition of a licensed ayurvedic doctor, a nutritionist, and combining all elements of well-being: skin care, body care, nutrition, grooming, fitness and leisure to the spa place.”

According to Russell, another highlighted trend is sleep and the quality of relaxation obtained from time in the spa. “Clients understand the physical and mental significance that quality sleep can have on the body, so as a result, a number of spas within the region have created sleep and relaxation rooms,” she states. “This trend may not seem revolutionary to Cleopatra’s spa members, as a dedicated Dream Room is made available in our Female Spa.”

Adapting trends