A growing number of spas are realising the importance of using visiting practitioners – or VPs – to differentiate themselves and stand out in a crowded marketplace.

Visiting practitioner programmes – which can include everything from top yoga teachers and Rolfing experts to muay thai champions and spiritual shamans – can also boost a spa’s profits, with some spas reporting a jump of up to 40 per cent in some months.

“The programme is an additional revenue, and we can see an increase in profits, room nights and food and beverage during the months we host a popular VP,” Carina Lipold, wellness project director for resort and spa brand Six Senses, told Spa Business, “but when it comes to one of our core values of ‘pioneering wellness,’ the added value that the VPs offer is the real return.”

Six Senses has had a VP programme since its inception in 1995, and currently has around 100 active experts in its database. It usually charges between US$150 (€133, £106) and US$250 (€222, £176) for a one-hour session, and splits the revenue 50/50 with the VP.

But not all VP programmes need to be so extensive to be successful; wellness destination Como Shambhala has had a VP programme since 2000, and has around eight active practitioners, with energy workers and Rolfing experts particularly popular.

And there is an added benefit: “Many of our visiting experts have their own loyal followers or ‘tribes’ who seek them out and then book stays at our wellness retreats, resorts and hotels,” said Monica Barter, group operations director for Como Shambhala.

Barter said the programme is worth 25 to 30 per cent of the company’s annual revenue, with some months even higher.

At Kamalaya Koh Samui in Thailand, 30 visiting practitioners make the rounds, and the resort has used VPs since it first opened ten years ago.

“We’re careful in our selection process to ensure that the VPs offer added value, above and beyond our core treatment list, ensuring that their treatments complement our wellness menu and offer unique guest experiences,” said Karina Stewart, co-founder and brand director of the resort.

MSpa International, the spa management arm for Minor Hotels, is recently new to the concept, having launched a VP programme in 2014. It now includes around 20 practitioners, who are constantly evaluated.

While the programme makes up a small part of MSpa’s business, Vanessa Stoessel, director of wellness and spa projects, said it provides a distinct advantage nonetheless.

“Its value is in enhancing the overall health-savvy guest experience, adding variety to our services,” she explained. “Finally, it allows us to remain innovative and competitive and go beyond ‘simply spa.’”

To read the full 'Ask an expert' article in the latest issue of Spa Business, click here.