Julie Register: Spa Enthusiast and About's Guide to Spas.

It was at Jolie, The Day Spa & Hair Design in Atlanta that I first heard the word "intention" related to the spa experience. Aba Bailey, the therapist who gave me my first Thai massage, briefly explained the Buddhist philosophy of Metta - love, joy, and kindness. She said that these were her intentions as she performed the massage. Those words opened my eyes. She was more than just a skilled person performing a job she was trained to do. She was doing it out of love for me. She experienced joy in helping me. She wanted to show kindness towards me. ME!! And she thought about this before we even met. WOW! I had sensed this focus and care with other therapists, but Aba was the first one who verbalized it and I was moved. It also made me think. Why was I there? What did I want out of the experience? What were my intentions? ...continued

Steve Capellini: Massage Therapist, Spa Consultant/Trainer, and author of The Royal Treatment, Massage for Dummies, and Massage Therapy Career Guide: For Hands-On Success.

Unfortunately, much of our intention as we approach a spa experience has been shaped by the popular media and by a culture which equates pleasure with guilt. "Luxury," "pampering," and "indulgence" are words we often hear in conjunction with spas, and it's no wonder then that our intentions when it comes to spas are somewhat ambivalent. How can we expect to feel good about feeling good if it's (even unconsciously) looked upon as selfish? In my mind, this is the key area where work needs to be done on intentionality and the spa experience. We need to begin approaching the issue in a way similar to our European colleagues who for centuries have touted their spas as necessary, medically sanctioned facilities that do important work for people from many walks of life...continued

Donna Mastrianni: Esthetician, former Spa Director, and Owner of Mastrianni & Associates, Inc., Spa Consultants.

My intention was to write a short paragraph on a simple word, intention.  The problem I immediately found was that it is not that simple. I started thinking about my intentions of my own businesses and my expectations. One intention that I had when I opened The Facial Suite, a skin care practice specializing in organic aromatherapy and oxygen skin care treatments, was that I would only be open four days a week. I needed the other days to work on my other business that is spa consulting, Mastrianni & Associates, Inc.. I learned very quickly that The Facial Suite takes up about 6 days of the week and leaves evenings and in between times for spa consulting! My new intention is to balance out both businesses so that all my clients get my full attention. My intention is to consolidate appointments to four days a week beginning in January.  This short paragraph made me rethink my mission, my purpose, my goal, my plan as to why I am in this great industry, so thanks About.Com. Great way to start the New Year! 
With all good intentions…Donna Mastrianni, www.spa-advisors.com

Mel Zuckerman: Founder and CEO, Canyon Ranch in Tucson, Arizona, Lenox, Massachusetts, and Las Vegas, Nevada.

The best way to define Canyon Ranch is to talk about intention. Here's how the philosopher John Locke defined it: "Intention is manifest when the mind, with great earnestness and of choice, fixes its view on any idea, considers it on every side, and will not be called off by the ordinary solicitation of other ideas." Locke thought that intention was a basic part of being human. For me, Canyon Ranch's intention to health is what separates us from all other resorts. We want with all our hearts to connect our intention - our steadfast desire to inspire and motivate people to better health - with your goal of feeling great and living long.  This intention is the reason Canyon Ranch exists, and we're very emotional about it...continued

Professor Jonathan Paul De Vierville, Ph.D: Director and Founder, Alamo Plaza Spa at the Menger Hotel in San Antonio, Texas, Co-Director of The Spa Course and Kur Tour (May 12-24, 2002) at Karlovy Vary (Karlsbad) in the Czech Republic, and Professor: History, Humanities & Interdisciplinary Studies, St. Philip's College.

As the reasons, rationale, and logic of our Imagination, Intention sows the seeds for our Experiences.
Rooted in memory while reaching with high anticipation, Intention reflects our internal images and fantasies and at the same time projects our thoughts and ideas into the world of events and people around us.
Spoken or silent, conscious or not, Intention patterns of our perception, entrains our expectation and often actualizes our realities.
Patrons and Practitioners of Spa Culture need focus and clear attention on Intention, not only their own but especially on those of each other and one another.
Clarity and Contemplation on Intention can help cultivate renewable ideas, authentic activities, and true transformation.
Then Spas can become well tended Gardens where Life Enhancing Experiences are grown in harmony with Nature's touch, tone and tempo.

Caren Thornburgh: Founder of Virtual Spa, providing Spa Consulting, Training, and Career Services.

The Intention of a Spa Owner or Spa Director is to provide a memorable spa experience to their guests. Creating this experience begins long before the guest arrives. The design of the spa as well as the selection of treatments and services is important. However, what we have found through many guest satisfaction surveys is the number one reason guests feel there spa experience was exceptional and they would return to the spa was how they were treated by the staff. Our intention as spa owners and directors should be on the operations and staff to insure on-going quality control.

Judith Lazarus: Author of The Spa SourceBook, Stress Relief & Relaxation Techniques and The Karate Almanac and spa writer for magazines and on the Web at www.thriveonline.oxygen.com/serenity/spas/. She is developing her own site, www.AahSpa.com, and says spa visits are a necessity more than a luxury, and hopes for the day all people will be good enough to themselves to enjoy regular spa treatments.

Intentions: what you mean to do, say, be. We intend to be our best for others, at work, at home, with friends and family. But too often we leave ourselves off the list when it comes to the effort it takes to achieve the best intentions. Spa-going is meant to relax, rejuvenate, refresh and revitalize us. Too often it is a triumph just to have scheduled the time away and made all the arrangements. If you arrive at the spa thinking you'll just deliver yourself into the hands of the therapists, estheticians, nutritionists, trainers and guides, surely you will have a good time and feel better afterward. But if you consciously maintain good intentions, you can add a dimension to your spa visit that will exponentially boost its benefits to keep them alive when you sail out of the spa harbor and back into the real world...continued