MEMBER PROFILE
they enter our facilities.”
The reasons behind the Night Spa are
more than just romantic: During the
daytime, the Four Seasons’ facilities are
separated by client gender. Some cultural
practices native to Egypt and the MiddleEast region impact the way in which the
spa can deliver its experience to its local
guests, especially women who wear a
headscarf. Respecting local customs is a
very important part of doing business in
Egypt, as it is throughout the Middle
East.
“We need to ensure that while female
guests are at the spa, there are no male
staff members in the treatment area,
including therapists, attendants, engineers
or gardeners,” Evapudan says. “We pull
down the curtain to cover the door which
notifies all staff that we have a guest with
a scarf using spa facilities. When we book
the treatment, it has to be in the room
that only has one entry door.”
Trends from Home and Abroad
The resort employs individual marketing
teams for each spa unit to attract international guests, promoting itself through
travel agents, Facebook, Twitter and
other social media. Currently the spa’s
biggest markets are the U.K. and Eastern
Europe, especially Russia and the
Ukraine.
Evapudan has particularly noticed an
increase in male guests from all over the
world—but most notably from Sharm El
Sheik’s own backyard in the Middle East.
Not only do more men visit the spa for
the usual results-oriented treatments,
but they also increasingly request different treatments.
“Men can be a little bit shy but are
willing to try different treatments,”
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July 2015
The pool area offers guests an outdoor area to unwind.
Evapudan says. “Traditionally, MiddleEastern men always go for a full body
massage or a pedicure, but recently, they
have been opting for longer treatments
that include scrubs, wraps or even cellulite treatments. They then come back
the next day for a facial and reflexology.
They are very comfortable discussing
what results they are trying to achieve
and taking up suggestions that our
reception recommends.”
The spa’s training system helps to
keep guests returning and feeling comfortable. The spa only hires licensed
therapists with at least four years’ experience, and stresses the need to be
flexible and adaptable. The team is also
multi-national, reflecting the spa’s client
base. Evapudan expects great teamwork
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