The best hotels are not merely hotels; they are incubators for the next great trends in the hospitality industry and this includes spa services as well. Like all aspects of a hotel?s operation, the spa sector must continually assess and adapt to the needs and tastes of their patrons and to create captivating programs to fulfill them. Some of these programs are placing an emphasis on specialization, while others are offering creatively packaged services. Some spas are promoting new technologies, while others are expanding the definition of wellness in general. Among those that are specializing, feet are being given particular attention. Some spas are offering computerized gait analysis and treatments in zero-gravity chairs, while others are teaching their patrons how to improve their posture and strengthen the muscles in their feet. There are even 100% foot-focused med-spas which combine podiatric medical care, along with a menu of foot-pampering treatments. Kids are also receiving special attention due to an emerging trend that finds they are attending spas much earlier than in the past, around the ages of 12 or 13. The industry is evolving to accommodate them, from opening kids-only spas to offering services on everything from childhood obesity to the development of lifelong wellness practices. The July issue of the Hotel Business Review will examine all the trends and challenges that the spa industry is experiencing, and how they are adapting in order to thrive.

PLUS: Customized Treatments, A Spa's Evolution, Capturing the Educated Spa Customer, New Green Standards & Certification Systems, Spa Industry Trends & Much More!