Top Spa Trends

Both Gen X and Y, who came of age watching their self-absorbed workaholic parents hit the spa, are ‘no excuses, spa-entitled’ generations, and perceive spa-going as a necessity rather than an occasional indulgence. They seek wellness, rather than pampering, and often head to the spa in packs—giving new meaning to the ongoing trend of social spa-ing. These generations also exhibit an unprecedented comfort level with cosmetic med-spa procedures, and are adopting them for prevention (“Give me Botox in my 20’s, so I can prevent wrinkles in the first place.”) To compete, spas will need to rethink everything from design, to treatment menus, to standards for use of personal communication devices. Some spas are now allowing iPod usage during massage, adding party-size treatment rooms, and trumpeting philanthropic endeavors and their commitment to sustainability. All spas will need to learn to embrace new technologies, such as encouraging online bookings through sites like SpaBooker and sending mobile alerts when last minute, spa deals become available. Cutting-edge experiments are underway at the new Ciel-Spa at SLS in Beverly Hills, with its very playful social lounge experience, organic savories and myriad light and technology options. A $400 million renovation of the Dolder Grand in Zurich includes a spa with futuristic elements like a meditation walkway, a ‘chill-out space’ with suspended basket chairs with headphones, and quirky features like a ‘snow paradise room,’ and stone lounges called ‘Tsunaburos’ where people can bury themselves in heated pebbles. [r]10) Brands, Brands, Brands With almost 72,000 spas around the world, consumers may ultimately need some help distinguishing between them. Can the casual spa-goer tell the difference between a Mandarin Oriental Spa and a Shangri-La Spa? Spas that establish and broadcast a truly unique brand identity will enjoy a powerful competitive advantage, and should attract more guests at a time when consumer budgets are under pressure. Previously, any establishment with attractive décor, quality service, and talented therapists had a good shot at success. But 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), highlighting the importance of standing for something special. And look for the distinctions between emerging 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. Their approach features “Five Element” pre-treatment evaluations; bold, red-colored décor; and “spa within a spa” treatment rooms complete with changing rooms and showers. The ESPA brand has also established a strong identity across a vast number of spas around the world and they have mastered the art of training spa therapists to provide highly consistent, quality treatments.