Top 10 Spa trends for 2010

Recession or no recession, spa-related hospitality and tourism, spa lifestyle and spa real estate have been growing, according to Susie Ellis, president of SpaFinder.com. The global number of spas was 71,600 in 2007, and Susie now uses a figure of 80,000.  The yearly global income of these spas is $47 billion, according to SpaFinder.com figures.  

Hotel and Resort spas account for 11,489 of the total, or about 16 per cent.  They also account for a disproportionate slice of the revenue, at $12.6 billion or 26.9 per cent.

But the recession has helped change the spa business, and figures prominently in the projected trends for 2010.

Ellis, and Betsy Isroelit, senior vice-president, marketing and communications for SpaFinder.com, outlined their projections in a downloadable webinar recently.  More detail on their projections can be found at www.spafinder.com.


Prevention is seen as the new “P” word

“Pamper” used to be the key ‘p’ word used by spas, but these days the most important ‘p’ word is “prevention”.  

“Pampering is not a word that’s going out [of style],” stresses Ellis.  “Prevention is being added. Pampering is very much a part of prevention.”

“People realize how important it is not to get sick, and are taking care of themselves,” says Isroelit. “The word, ‘wellness’ is being used a great deal now.”

The industry is taking itself more seriously, and during the recession this type of business has been brisk.


Year of the Hamam

Ellis anticipates that the Hamam, a Middle Eastern Turkish bathing experience, will have a renaissance in North America. The trend is already becoming very popular in Europe.
 
It’s either all men or all women, and they lay on a slab made of marble. It’s very comfortable, says Ellis.  There’s not a high steam level — just humidity, with a vessel where the water comes out.

“Traditionally, there are seven to eight people, with attendants scrubbing the deal skin off, then pouring water over them, with a massage afterwards.

“Spas can make money with a Hamam,” says Ellis. “Hydrothermal features are ones you can charge for.”  If you have a small hamam like the one in Winnipeg, for couples with a couple of attendants, you can charge top dollar. (See "Fort Garry at Forefront with Hamam")

Isroelit mentioned a spa in Los Angeles that charges $25 for a self-administered Hamam, and over $200 for a couple’s treatment with attendants.


Not just going to a spa, but belonging to one

Just as loyalty club membership has been gaining popularity among hotel chains, membership in spas is a growing trend.

The benefits of membership for the operator are easy to see, says Ellis. There’s revenue attached, and it keeps people committed because there’s a discount for future treatments.

The community aspect of spas is also important.  If you have friends there, it bonds you to your spa.  

Membership also opens up a whole raft of ancillary opportunities such as having a doctor speaking in the hotel spa, and marketing destination spas.

“It’s smart marketing and a good way to add value.  It keeps the brand intact without discounting,” says Isroelit.  

“People stay connected with their customers online, offering doctors’ tips and webinars."

There’s even a wine lounge at the Caudalíe’s newest Vinothérapie Spa in New York City. The family that owns it has its own vineyards.

And as with other loyalty clubs, spa club members can collect points.


Online role to increase

Online spa trends will go beyond the online bookings and certificates of recent years, Ellis predicts.

“We have to challenge ourselves, asking, ‘what else can go online’, now that we don’t have to tie up the front desk with bookings, and people can even book at night.

She notes that there is now an iPhone app for Pilates, and a game called “Sally’s Spa” along the lines of “The Farm”.  The point of the game is to book treatments.

Computers are everywhere, Ellis says. “I’ve even seen pictures of people having a massage while online, though most spas are discouraging online use.”  In Asia, there are places where you can work online while getting your feet done.

“But the human touch has not gone online!  Nothing replaces the human touch—it’s still what people want and why they come to us.”


Hybrids—spa and gym combos popular

The past year or so have seen lots of hybrid combinations, a trend Ellis and Isroelit expect to last through 2010. Some examples are gym/spa combinations where you can join a gym and get to use the steam rooms.  There are now hospital/spa combinations, the aforementioned wine and spa combo, and Exhale, a successful chain that combines mind and body in one organization.

“In the U.S. recession, the spa business was down but the mind/body classes went up,” Ellis says.

The Venetian and Malo spa/clinic/casino combination is thriving in Macau.  

“It’s a case of doing more of what is working and shaking out the things that aren’t,” Ellis says.


The price is still right

At the Global Spa Summit, researchers said that properties associated with spas tended to do better than stand-alone properties.  Consumers are just looking for that sweet spot between “nice” and “price”.

While the most popular key word on SpaFinder was “luxury” a few years ago, now it is “deals.”  Even for the high-end properties, people are still looking for some kind of deal.

When the recession hit globally, there were a lot of spas in the pipeline, and there is still more supply than demand.

SpaFinder itself is part of the trend. This month, they will roll out “Deal Days,” featuring $50 treatment prices available through their site.


Wellness Tourism

“Wellness Tourism” is the new term this year.  “Canada has plenty of fresh air an clean water.  That can provide a brand for your spa that can be extremely popular.  The Swiss tourism industry has certainly been doing this for years.” Ellis says.


Fewer scary and silly spa stories

Ellis and Isroelit see 2010 as having fewer scary and silly spa stories, as people increasingly turn to evidence, science and standards.  Hopefully, 2010 will see a more discerning consumer, they say.

Scary headlines include “Two die, 16 sickened at Spa in Arizona” and “Chiropractic strokes again”.  

Ellis and Isroelit put fish pedicures and snake massages in the category of silly spa stories, though the folks at Vintage Hotel’s Pillar and Post would beg to differ on the subject of fish pedicures (See "Spa Experiences That Can Be Fishy or Therapeutic").


Diversity at the tipping point

Over the past few years, there have been more and more teen spas, mother and baby spas, “silver spa-ing for seniors”, and even one spa in Atlanta for African American women.

“We hope people are starting to see that spas are for everyone,” Ellis says.


Stillness counteracts stress

Stillness is gaining in popularity as a reaction to today’s business world—especially during these stressful, recessionary times.

“People have no place in their lives for stillness,” says Ellis.  “The spa is almost the only place for stillness, and it is very much needed.”

She gave an example of spa expert Amy McDonald who provided a variety of music channels in a Canadian spa.  One channel called “white noise” was the most popular channel.  A spa in Gwinganna, Australia offers “still time”.  And Six Senses Resorts and Spas offer Slow Life Hour, a program inspired by Earth Hour.


Bonus trend—celebration

Ellis and Isroelit offer one bonus trend—celebration at spas.

“People are not travelling as much, but they’re travelling in groups.  There are couples, girls’ getaways, and different size groups and hotels are starting to corner the market.  Now the latest trend is to get together for 40th, 50th birthday and anniversary celebrations at a spa.”