Relax at a Spa this year
SpaFinder, the global spa resource, announces “Top 10 Spa Trends To Watch In 2009,†the company’s sixth annual forecast of the emerging concepts that will shape the world of spa in 2009 and beyond.
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
‘Stress’ is the big spa buzzword. The SpaFinder websites, for example, have tracked nearly four times as many consumers entering ‘stress’ into the search bar in the last four months, than in the four months prior.
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.
Mini-treatments like ten-minute chair massages will grow in popularity. Look for more day spas to incorporate the term ‘stress’ in their offerings (‘stress relief massage’ etc.), or stay spa programming like Miraval’s 'Mindful Stress Mastery’ experience, a complete stress-fighting curriculum.
We’ll also see more spas with ‘soul,’ focusing on connection, community and spirituality, and unleashing new programming like life coaching, transition retreats, and mindfulness experiences and challenge courses like labyrinths. And don’t be surprised if a “slow spa†movement takes off…
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 the consumer, earn their trust and exceed their expectations.
Look for concepts such “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.
Luxury facilities will need to work harder demonstrating how their unique experiences and special treatments merit the greater expense. We will likely see three- and four-star hotels, where more people will be staying, get into the spa arena with competitive spa service offerings.
Spas at these locations will be aiming to help first-time visitors feel welcome and comfortable, bringing many new lifelong spa customers into the industry.
9. Move Over Baby Boomers: Gen X & Y Are Spa-ing Their Way
The core spa clientele is rapidly shifting from Baby Boomers to Gen X and Gen Y, 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.
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. To compete, spas will need to rethink everything from design, treatment menus, and standards for use of personal communication devices.
Some spas are now allowing iPod usage during massages, are adding party-size treatment rooms, and trumpeting philanthropic endeavours and their commitment to sustainability. All spas will learn to embrace technology, including encouraging online bookings through sites like SpaBooker or sending mobile alerts when last minute spa deals become available.
Cutting-edge experiments can be seen at the new Ciel-Spa at SLS in Beverly Hills, with its playful social lounge experience and a myriad of light and technology options—or Zurich’s forthcoming spa at the Dolder Grand, featuring ‘chill-out spaces’ with suspended basket chairs with headphones, and quirky features like a ‘snow paradise room,’ or lounges where people can bury themselves in heated pebbles.
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 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.