Soothing Airport Stress May Prove Big Market

Moreton Binn and his wife, Marisol, are probably the only people in America who rejoice in the utter ghastliness of the airline travel experience. The longer the lines, the gruffer the security guards, the more arbitrary the cancellations, and, especially, the longer the waits, the more the Binns are delighted.Why? Because the success of their business, XpresSpa, depends, in part, on the tension and anxiety produced by all the indignities at the airport. They supply the antidote to travel stress, a fast-growing chain of spas set near airport departure gates.They offer back rubs, foot massage, manicures and pedicures, and waxing for the person who ran out of grooming time before leaving home. The idea is so obvious, and so marvelous, that one wonders how it took so long to materialize.Imagine that you’re set to head home after a long day calling on clients in Pittsburgh. You arrive at the US Airways counter only to learn that your flight has been cancelled (one of those mysterious engine maladies that happens when the plane is only half-full). You have three hours to wait, and nothing to do.You could head to the bar and down a few martinis to dull the frustration. Or you could head to the local pizza joint and consume a few thousand calories.Or, you could go get a foot massage and a manicure, relaxing in a lounge chair, tended to by solicitous young men and women in an environment free of cell phones and loud noises, where some people come just to lower their blood pressure. And all at a reasonable price.Happily for the Binns, increasing numbers of travelers are seeking out option three. Most likely, they are healthier for it. Since their first spa opened last year in Terminal 1 at Kennedy airport, revenues have climbed steadily.There are three spas in operation, in New York, an Francisco, and Pittsburgh. They have several more in the works, and plan to open eight to 10 a year. Since the first three have almost immediately generated positive cash flow, their expansion is likely to proceed on plan.The biggest hurdle is securing leases in the most desirable terminals. The company realizes that there is a necessary minimum passenger flow, and that they must be in the boarding area. No one can calm down enough to even consider visiting a spa before they have survived the security check.Airport managers are reasonably positive on the concept, and each new success will doubtless reassure holdouts on the attractiveness of the chain. The company is wisely spending money on financial and technology systems that allow for measured and profitable growth.It has first-class facilities and services. The company hires technicians locally, but has seasoned workers train new ones to ensure a consistent style.Products sold at the spas are made in China, often to company specifications, and are tasteful and attractive. These include robes, bath beads, and brushes, on which margins are generous.The Binns came up with the idea for the spas while they were living in Hong Kong. They became devotees of the ubiquitous foot-massage shops and minispas that seem to be on every corner.Mr. Binn got in the habit of stopping off at the airport spa in Hong Kong on his way in and out of the city, and found that a quick neck massage did wonders for his well-being. Indeed, he has become something of a missionary for these kinds of treatments for the harried traveler.Mr. Binn has committed himself to his new project. He personally reviews his spas’ register receipts every day. If there are anomalies, such as a few unusual low-ticket charges, he calls to find out why. He intends this project to work, and work big.

Soothing Airport Stress May Prove Big Market

Soothing Airport Stress May Prove Big Market

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