Ms. Fenard

Spas, Health & Fitness

Overview of 2010 Spa Trends

By Elaine Fenard, Partner & Chief Operating Officer, Europe and U.S., Spatality

Every year The International Spa Association releases the spa industry trends for the coming year. The report is valued by the spa industry and looked at as a tool for marketing individual spas for the coming year. While trends are perceived as new ideas from the forward thinking, many are actually a long time in the making or a new generation of old ideas. They are always valuable for strategizing the coming year. This year’s trends are different in that several of them focus on the shift our industry is seeing and provide ideas for proactively working toward making our business more efficient. 2009 has been a challenging year with most spas seeing a consistent drop in revenue. A shift is necessary and while many of the trends have been evolving slowly for some time, they have come to the forefront by the need to re-evaluate business practices. This overview of the 2010 trends focuses on considering the way you do business,

A complete list of the International SPA Association's spa trends for 2010 follows with an overview on each trend containing observations and ideas on how they may benefit your spa operation.

1) Social Media – Twitter has helped to open the doors on a marketing revolution, and spas are leading the way. Now, it's easier than ever for spas to offer up-to-the-minute deals by tweeting or posting a Facebook message. Cancellations are no longer a problem when you can re-book an appointment instantly.

This medium has changed marketing strategy, encouraging keeping in touch with the client it gives the spa an opportunity to market specials in a convenient, less expensive way. If you are not doing it explore the idea immediately.

2) Customer Service – Consumers are more aware of every penny spent, and with that comes higher expectations on the level of service they receive. Spas are responding by providing exceptional service and making each visit a customized experience for the guest. In fact, 87 percent of ISPA member spas are utilizing customer feedback mechanisms to ensure they're exceeding consumers' needs. And 48 percent of ISPA member spas have implemented customer loyalty programs, allowing them to offer discounts or rewards while incentivizing frequent visits to the spa.

The key is utilizing customer feedback mechanisms, make sure they are in place and someone is accountable for analyzing feedback. Our findings are the customer is primarily looking for exclusive services at affordable prices, this does not mean large discounts, it means yield management. Consider ideas such as tiered pricing and or a membership program with add on services as rewards.

3) Spa Sampling Menu – Just like ordering tapas at a Spanish restaurant, now you can order up a sampling of spa treatments to try out. These mini services at lower price points are popular ways to get a taste of treatments offered at many spas. With 46 percent of ISPA member spas seeing an increase in shorter (30 minutes or less) treatment bookings, and 86 percent offering shorter treatments, it's the perfect recipe for consumers seeking small treats to help lift their spirits.

Top to toe treatments were a very successful practice on cruise ships in the 80’s it introduced services such as massage facial and pedicure to the novice spa user at a good price point. Spa Sampling is the same; it provides a great opportunity to encourage new clients and also works really well for Spa Parties.

4) Preventive Care – According to the World Health Organization, by 2020 the top five diseases will all have the underlying contributing factor of stress. Spa treatments like massage, acupuncture, and meditation have been proven to aid in stress reduction and recovery time for pre and post-op patients.

Spa is wildly diverse from destination to day spa, however the origins of spa always lead us back to relaxation and health benefits. Consequently there are many ways to tie to preventive care. Perhaps the easiest method to introduce the preventive care quality of spa services is through educational pieces, take the time to educate your guest, in keeping with the voice of your spa. Even if your voice is instant gratification, there is a way to say ‘and guess what there are health benefits’

5) Spa Partnerships – Spas are becoming more accessible through partnerships with established franchises, hotels, and local businesses. Recent pairings like Murad Inc. and Massage Envy will allow consumers to enjoy the benefits of a total spa experience for an affordable price. Forty-six percent of ISPA day spa members partner with local businesses to incorporate spa into their workplace. Partnerships include: developing wellness programs at local hospitals, accommodating guests at local hotels without spa facilities, and service discount trades between spas and local business employees.

This is just a beginning; the recent acquisition of Bliss by Steiner leisure is another example, think of the opportunity for cross marketing. Partnerships do not have to be limited to high-level companies. Look to other industries and programs such as the twin city program. Be creative, its so much fun to collaborate with a team outside your core competency.

6) Cell Phone Applications – Spa-ing is easier than ever with the convenience of doing it from your cell phone. The Four Seasons' app allows you to browse spa services and check room availability for your next stay. The Hot Springs and Spa Finder – California app will guide you to road-side soaks, spiritual retreats, and commercial spas. Plan a spa vacation from anywhere with Tripology's app. The Find a Spa app detects your location and displays search results for spas in your proximity.

I have to confess this is new to me, having said that I am well aware a surprising amount of people use cell phone applications and I will be checking it out my advise is, do make sure you monitor the success of any new mediums.

7) Giving Back – Spas are offering promotions and free services to people who serve the community such as teachers, hospice workers, and military personnel.

Some spas are teaming up with local hospitals and providing wellness education to help educate consumers on the spa lifestyle. Community outreach is a great way to generate business and show how easy it is to incorporate spa into your life.

Quietly giving back is generally the way with spa businesses, let your voice be heard by promoting what you do and how you give; not only will you encourage people to take advantage of your generosity the PR and success of the program can be measured.

8) The Millennials Take Over – This group now outnumbers the baby boomers, and they are flocking to the spa. They grew up in a culture where taking care of themselves, learning proper grooming techniques and leading a healthy lifestyle were not options, but the norm. Born during the exercise craze of the 1980s, they were the first generation to watch as their parents began turning to spas through the 1990s, when spas experienced significant growth. Spas are reaching Millennials through social media outlets and they are reaping the benefits. Look at the aging population.

*Baby boomers introduced this generation to spa and while there are still baby boomers that do not spa, it has become a part of the Millennials life style.

Look for hybrid forms of spa to become part of residential communities and even assisted living. The aging population is going to look for ways to stay healthy and look good.*

9) Simplified Spa Menus – Everyone is cutting back and spa menus are no exception. You'll notice fewer treatment options because spas are focusing on the core of their business—results-oriented treatments. No-frills treatments that offer a return on investment are what the consumer is demanding. The No. 1 spa treatment that people seek out worldwide is massage because of its healing and stress-reducing benefits. And the No.1 reason people go to the spa is to relieve/reduce stress and relax.

In general spa employees are creative and love providing new ideas, the broader the experience of the therapists the longer the menu becomes. It is wise to monitor this. Keep your menu fresh with new ideas, while making sure the favorites are still there. Simplified spa menus will also require simplifying the product range. We have never seen a financial benefit to carrying more than one primary product range.

10) Beauty Rest – Catching some zzz's has never been harder in our sleep-deprived society. The spa makes rest a priority by offering treatments targeted to get you some shuteye. You can actually book time to sleep at the spa or stay after a treatment to nap when you're feeling relaxed.

Spa Finder’s Susie Ellis called this some time ago, since then we have seen the opening of dedicated centre’s such as Yelo in NYC. Yelo promotes itself as a wellness centre offering power naps, sleep services and reflexology. There are several simple ways to incorporate this trend into a menu, such as leaving nap-time for the client after treatment. It should be factored into the schedule and priced according to the time in the treatment room not the time with the therapist. If you have a yoga studio consider extending the class and offer a fifteen-minute meditation at the end. The goal would be to get to an alpha state. Again, this is a return to the origins of Yoga where meditation was an essential part of the practice.

In short whether you consider new trends or look at fresh ways to utilize tried and tested methods, there are plenty of opportunities to look at 2010 with fresh eyes and start the next decade with a positive outlook.

Elaine Fenard is an integral partner in Spa Strategy, one of the world's leading spa consulting and design firms. Joining in the Spa Strategy quest to create innovative and profitable spas, Elaine brought to the team more than 25 years experience in spa development and operations with one of the world's largest hotel companies and the leading international spa operations company. As an industry pioneer and recognized expert, Elaine is a frequent speaker at many conferences, and is a regular guest speaker at Cornell University. Ms. Fenard can be contacted at 303-573-8100 or Elaine@spastategy.com Extended Bio...

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