Celebrating 25 years with the brand, Aqua Sana manager Kerry Fenton-Kent here sits down with Breaking Travel News to discuss what the spa brand brings to parent company Center Parcs, the changing demands of consumers and what she hopes to achieve with the organisation in the coming months.
Breaking Travel News: In the 25 years since the first Aqua Sana opened what differences have you seen in that time in terms of offerings and of customer expectations?
Kerry Fenton-Kent: Over the past 25 years, we have continuously developed and invested in Aqua Sana to ensure that we are keeping up to date with the latest spa trends, tastes and demand.
This development has seen the introduction of our World of Spa concept and a number of additional treatment rooms.
The World of Spa concept is all about taking a journey through the senses.
With 15 unique spa experiences and a range of luxurious treatments, all nestled within the beautiful forest settings at our four UK Center Parcs villages.
Development has also recently included our new luxury Spa Suites at Elveden Forest, offering guests an elegant and stylish place to stay.
The Spa Suites have been designed to offer direct access to the World of Spa with a dedicated concierge throughout your stay and a private balcony overlooking the golf course.
This year we also introduced Vitalé Café Bar, our new Mediterranean restaurant which is exclusive to Aqua Sana guests. Serving a mouth-watering selection of light meals, sharing platters and tasty treats, the menu is designed to be both nutritious and irresistible.
As Aqua Sana’s popularity has grown, the spa has continued to deliver a luxury experience, for guests on a Center Parcs break and day guests alike.
BTN: Can you give me the layout of each of the Aqua Sana venues – are they the same or do they differ by site. Which is the best? Is there lots of competition?
KFK: Each Aqua Sana provides guests with the same high quality experience; therefore the layout of each location is similar.
Saying this, there are a few unique features to be discovered at each village, including the Tepidarium at Sherwood Forest or the relaxing Meditation Room at Longleat Forest.
Each Aqua Sana does have local competition.
However, the unique selection of experiences and wide range of treatments available at Aqua Sana makes it stand out from the rest and therefore it remains extremely popular with Center Parcs guests and day visitors.
BTN: How do you decide what to include?
KFK: We understand our customers and carry out extensive market research to ensure we are always offering our guests the best experience to meet their needs and tastes.
With experiences ranging from the soothing Greek Herbal Bath to the steamy Turkish Hammam and the heat of the Tyrolean Sauna, there is something to suit everyone. Alongside the wide range of spa experiences, we also have gardens and outdoor pools designed to allow guests to relax in the peaceful woodland setting.
We also offer a range of luxurious treatments from Decléor and Elemis, including the Elemis Radiant Skin & Body Detox.
This intensive head-to-toe body detox is unique to Aqua Sana and works at the deepest level to cleanse your body. Combined with the advanced resurfacing techniques of a Power Booster Facial, this treatment leaves you with a radiant complexion and a feeling of complete body cleansing.
BTN: In your opinion, how important is the Aqua Sana facility in attracting guests to Center Parcs?
KFK: It’s very important, not only do we offer spa days and spa breaks to external guests, but we also offer adults staying at Center Parcs the chance to spend some relaxing time together too, indulging in the experiences and treatments on offer during their break.
From couples looking for a relaxing escape from the hustle and bustle of everyday life, to friends meeting for the day, we have lots of different guests coming to relax with us.
Our Twilight Spa also offers a quick burst of relaxation for those who work all day, with evening entry to the World of Spa and a glass of bubbly to complete your wind-down.
How do you believe you meet expectation of your customers. How do you keep ahead with demand?
KFK: Guest satisfaction is a key measure for Aqua Sana and our guest questionnaire helps us to understand our guests’ experience at Aqua Sana.
All four of our villages are currently exceeding targets for guest service, with each village achieving over 90 per cent in this area.
To ensure we’re keeping ahead it’s important for us to stay up to date with spa concepts – monitoring external trends alongside internal figures and feedback.
This helps us to understand our customer’s needs and continually develop our spa offering.
More information at the official Aqua Sana website.