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Luxury Steeped in History: The Spas of Prague

By: Bryan Durocher
Posted: August 26, 2009, from the September 2009 issue of Skin Inc. magazine.

page 5 of 5

After our treatment, we each showered in the en suite bathroom, and then sipped custom-blended teas in a private relaxation area. The treatment left us feeling completely refreshed and relaxed, and our skin looked and felt polished and supple. The spa director told us regular hotel guests are as loyal to the spa as they are to the hotel—30% of hotel guests use the spa, and though the usual conversion rate is just 6%, given this spa’s rich offerings and practiced treatments, it was really no surprise whatsoever.

Thanks to its location and ability to strike the right balance between great service and an unpretentious neighborhood atmosphere, Pure Spa has achieved the best of both worlds for a hotel spa. It’s a cozy, elegant destination spa for travelers and hotel guests, and at the same time, has become the neighborhood facility of choice for nearby residents. Certainly this is due, in part, to the high number of returning business travelers, but it must also be attributed to the high level of service and welcoming atmosphere there. Additionally, details such as the unique, Caribbean-themed Ligne St. Barth products and the perfectly synchronized couple’s treatments lift Pure Spa out of the realm of the ordinary, providing an experience that is truly unique.

A history of luxury

Americans are spending their money carefully nowadays, and for many, an extraordinary spa treatment might be substituting for a full-fleshed vacation this year. I believe this presents spas with an opportunity to emulate these Prague spas by stressing the unique—whether it’s emphasizing indigenous culture or introducing products and treatments that evoke faraway, exotic places. Along with consistent and excellent service in a welcoming environment, clients can find a delightful alternative to the travel plans that may be on hold in the current economy right in their friendly neighborhood spas.