Dead Sea treatments from new Middle Eastern spa brand
Sunday 06 February 2011
Marriott has launched a new spa brand in its Middle Eastern properties, promising a "true cultural experience" for guests.
The new Saray Spas, which officially launched at the Dubai Marriott Harbour Hotel & Suites February 1, are designed to appeal to both tourists and locals, focusing on traditional Middle Eastern rituals.
The spas will feature Middle Eastern-themed decor and will make use of locally-sourced products which Marriott says are "time-tested remedies."
Among them will be products sourced from the minerals and muds of the Dead Sea, the saltiest water body in the world, which are combined with additional essences such as honey, pomegranate or yogurt.
Other elements include aromatic elements such as sandalwood and mint and Middle-Eastern themed services such as traditional Hammam bathing rituals, Silk Road massage and an 'Arabic coffee awakener.'
Marriott says that the spas will be rolled out to another Dubai property and hotels in Libya and Qatar soon, although it could be available in the brand's hotels worldwide if it proves popular.
Embracing local markets is nothing new - it's a tactic that's been perfected by Shangri-La with its Chi spas, for instance, or Taj Hotels' Jiva spas - but some believe it's a market set to boom.
In this year's Hotel Yearbook, a compendium of upcoming trends for the industry, spa expert Susie Ellis from New York-based Spafinder Inc listed "authenticity on steroids: the hyper indigenous spa" as a trend for the year, predicting that spas will continue to find their local roots.
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