More spa-sibilities in '09
(Conclusion)
Every industry publishes its own set of trends for the new year. Inevitably, the most credible comes from the best and most respected trendspotters. For the burgeoning spa industry, trends in the last six years have been dished out by Susie Ellis, president of Spa Finder based in New York. In our first installment of the 10 spa trends in 2009 published a week ago, Susie excitedly predicts that spas will start to incorporate energy medicine in their elaborate menus. While there are so many modalities from the most simple (such as massage techniques like our very own hilot) to quantum medicine, the focus is on clearing the imbalances in the body’s energy field to promote healing. The lines are blurring between spas and hospitals, with the latter trying to incorporate more of the spa’s calming gardens, water features, cuisine, ambient music, and many other sense-sible features and the former trying to incorporate more diagnostic and healing modalities.
While there are people who travel to spa destinations, there are also those who travel to medical institutions for aesthetic procedures or even organ replacement. Susie sees a future where both spa services and medical procedures will be combined. She also foresees more spas inside casino resorts. The luxury and pampering of a spa experience seems to blend well with all the casino excitement.
In line with the global green consciousness, Susie says that some spas will differentiate themselves by being eco-embedded. Emphasis is not only on the relaxation of the guests but also on positively adapting to the environment, in short an eco-spa.
This annual trend report is based on data and insights gathered by a large team of experts who visit hundreds of spas every year, interviews with top analysts, and ongoing research in the consumer, travel, and spa sectors. Here are the last five spa trends:
6) Brain health and “mind” gyms. Brain health is on spa-goers’ minds today, with a vast, aging baby boomer population, an Alzheimer’s pandemic, and medical reports touting the need to keep the brain active to avoid decline. As a result, brain “work-outs” are popping up on both the day and stay spa menu, with activities, education, technologies, and therapies that function like “gyms for the mind.” Mind Spa Mental Fitness Center in Florida has added a Neurobics Center, featuring computer stations with scientifically developed brain exercise and biofeedback programs, as well as Neurowave chairs to stimulate brain function. The Raj Ayurveda Health Spa in Iowa, working in tandem with a brain research institute, has developed a program to prevent the onset of age-related cognitive disorders.
7) Learning labs for stress reduction. The medical evidence continues to mount that chronic, unresolved stress (which continually triggers the release of “fight or flight” hormones like adrenaline and cortisol) can be physically destructive, contributing to weakened immune systems, a susceptibility to viruses, stroke, arthritis, type 2 diabetes, periodontal disease, and even some forms of cancer. As the medical evidence gets publicized, more people will seek innovative stress-busting therapies at the spa as if their life depended on it. Spas, out of necessity, will increasingly become learning labs for stress reduction, as consumers realize it takes less than an hour, or a ton of expensive treatments, to elicit the relaxation response. Look for spa staff to become teachers of take-home, DIY relaxation techniques, as well as a shift from trendy spa rituals-of-the-month to effective stress therapies like breath work, hot baths, meditation, exercise, massage, and even an emphasis on psychological support and the sharing of feelings.
8) Mindful spending. In a challenging economic year, spa-goers will be looking closely for value and tangible results. Spas will be experimenting with creative ways to attract consumers, earn their trust, and exceed their expectations. Look for concepts such as “daycations” and “spacations” to move from vague catch phrases to realities. Discount massage and facial businesses will enjoy more popularity, and spa deals and added value pricing will appear on most spa websites.
9) Move over, baby boomers: Gen X and Y Are spa-ing their way. The core spa clientele is rapidly shifting from the baby boomers to Gen X (born 1965 to 1980) and Gen Y (born 1981 to 1995), and it’s more than a simple demographic switch: Younger generations are now hitting the spa in record numbers, and they’re shaping the experience to meet their unique desires. Marketing analysts draw attention to the striking characteristics of each demographic. Gen Xers, the first tech-savvy generation, are often the children of divorce, tending to replace family with friends, while postponing marriage and parenting. They engage in lifelong education and are less brand-loyal. Gen Y, the true tech-obsessed market, likes to multi-task; demands instant gratification; communicates via IM, text message, and blogs; is socially and environmentally responsible; and is the most ethnically diverse of any prior generation. Spas will need to continue to attract aging boomers, with their considerable spending power, while catering to new generations who typically reject pampering, embrace wellness, and consider spa-going a natural right.
10) Brands, brands, brands. With almost 72,000 spas around the world, spas that establish and broadcast a truly unique brand identity will attract more visitors at a time when consumer budgets are under pressure. Today, large companies are bringing strong branding savvy into the spa game (think Dove, Nivea, and Shiseido), and high-end luxury brands are expanding into spa as well (think Bulgari, Prada, Dior). And look for the distinctions between brands to become more pronounced. For example, Shangri-La’s Chi Spa brand has successfully incorporated signature elements throughout their collection (13 spas at the last count), while retaining enough uniqueness at each property to make every Chi Spa a new — and yet familiar — experience. The ESPA brand has also established a strong identity across a vast number of spas and mastered the art of training spa therapists to provide highly consistent, quality treatments.
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Visit Spafinder.com for more insights. Post me a note at mylene@goldsgym.com.ph or mylenedayrit@gmail.com.
