The Implications of 'The Spa Effect' for Hotel Spas
By Jacqueline Clarke Wellness Research Director, Diagonal Reports | October 28, 2008
A new millennium of spa-expectations?
I have coined the term "the Spa Effect"(TM) to refer to a major growth driver not just in spas, but in the wider personal care services market. That driver is the belief that an investment in a personal care regime, like an investment in a health care regime, is beneficial for well-being in the short term, and for the quality of life in the long term. Personal care regimes, like other regimes, are more effective when used in conjunction with products. Spas are one of the biggest winners of this new consumer attitude.
The expectation of a beneficial payoff from a personal care regime is the result of a combination of a number of different factors and of social developments. Among these factors are the larger numbers of appearance-conscious but ageing baby boomers, and higher levels of health-awareness, along with knowledge of product development in related fields. The latter is due to the enormous media attention devoted to, for example, in the health field the "wonder drugs" (such as Botox and Viagra), in skincare to new anti-ageing products, and in food to the many nutritionals (that promise the added value of health).
Results are required
The expectation of a pay off from a personal care regime changes consumers' perspective on, and the demands they make of, a range of personal care services and products. The expectation of long term pay off that makes consumers willing to spend more money and time on appearance enhancement also makes consumers more demanding. Many now look for measurable results from their investment. Indeed much as consumers have come to expect that spending on health care is measurable, many now expect the same from appearance enhancement.