Ms. Segerberg

Spas, Health & Fitness

See the Future – Spa Trends Worth Noting

By Jane Segerberg, Founder & President, Segerberg Spa Consulting, LLC

A trend is defined as “a current general direction” or “a gradual change or development that produces a particular result”. Hmmm – do we want to follow or lead? Here is a hint – we’ve seen some financial trends lately that no one wanted to follow. We have also seen trends come and go in the hospitality industry and some have been very expensive and fleeting, others have had a great return and are enduring.

If you are looking for the latest and greatest trend to add to your spa to garner a media flash, stop here! With over 22 years in the very young, dynamic and constantly evolving Spa Industry, I have seen spa trends come and go. This article will examine enduring trends, evolving trends and fleeting trends and discuss how to identify trends that are enduring with a positive impact for years to come.

The thought, “Great things are not accomplished by those who yield to trends, fads and popular opinion”, is very appropriate. My suggestion is to plan for plan for guest comfort and pleasure along with a doggedly consistent level of service and then depending on physical space, finances and programming capabilities, go as far out on a limb as you choose to go.

Trends – Enduring, Evolving and Fleeting

Sir Richard Branson continues to be successful not by running after the trends but by seeing a need, planning to meet the need in a “wow-ful” way and then continuing to make decisions on the micro level while keeping the big picture in mind. Using Branson’s model, if we keep the promise of “spa” in mind, we can make great decisions on the both the macro and micro level. Consider these three types of trends:

Enduring trends are those that are based on our guest’s needs and they just won’t go away. They are proven to be true and might change slightly, but not much. One enduring trend is our need to be nurtured and cared fpr in competent, pleasing and surprising ways. The need for nurture has only heightened over the last decade and will continue due to our fast-paced society. The question to ask ourselves is, "how are spas building on that need?"

Evolving trends are those trends that slowly evolve in their interpretation. Spa interiors began as sterile, mostly mauve interiors and have become a blend of calming yet exciting balance of colors, textures and interesting focal points. Boring white steam rooms began to have interesting designs, colors and focal points and have further evolved to hammams.

Fleeting trends are those that have not had staying power such as over-the-top single user tubs with expensive bells and whistles or treatment rooms outfitted for only one type of exotic treatment. (don’t get me wrong – if a spa has loads of space, go for it -- most spas do not have space to dedicate to highly specialized services that are not requested often)

Four Enduring Trends

Like Branson, all decisions on the micro level should be made with eyes on the macro level. These four enduring trends will always be at the spa’s macro level, they won’t go away and we will always keep finding ways to build on them to get better and better:

• Age Spread of Spa-Goers – Once placed solidly with the majority of spa-goers in the 35-45 year age range, now has become the 20 – 60+ year age range. Baby boomers, the group who defined wellness, believe in the efficacy of spa treatments and are dedicated spa-goers who constantly bring even more boomers into the fold. Gen X-ers learned from the boomers and seek true experiences with no “fluff”. The Millenials have no shyness about trying new things and have quietly become hooked on spa treatments as well. This age spread means keeping the spa’s menu and program targeted to the needs of each age group. From seriously results-oriented treatments and methods to reduce boomers’ joint/muscle pain and increase mobility to creating a vibe that will attract Millenials and not turn off the boomers; spas need to be smart in the planning. Spaces for changing, relaxing and socializing will be made more comfortable for all age groups. This means that privacy for changing, well-planned relaxation amenities and areas that provide the enjoyment of relaxing and mingling with friends, family and others mixed with just the right amount of play and meaning are crucial.
• Quality, Quality, Quality – Quality of the experience and quality of the treatment are the expectations. Best practices are a must – not good, not better, but best. The spa experience itself, from the first phone call to the invitation to return along with the layout and flow of the spa and treatment results will all be top notch quality. Staff will be trained to tune in to guests and guide them into relevant treatments with sound and knowledgeable advice offering the best experience for the guest, not idly taking orders or up selling for the sake of up selling. Treatment services menus will offer only authentic, relevant and results driven treatments. If it is backed by documented results and sound scientific data, then it passes the first requirement for menu adoption. Guests continue to expect results and if they experience quality in the treatment room they will make the additional spend in retail as well.
• Profitability – Yes, it is true. Profitability in spas is here to stay and in a big way. The first hotel/resort spas were considered amenities and the bottom line was not part of the spa’s focus. As hospitality belts tightened and spas grew in popularity, it was realized that these “amenities” could also be profit centers. Now, with industry studies, various proven measures and benchmarks along with the software to track data; spas predict, plan and strategize for profitability. Higher profits will continue to be achieved by offering valuable experiences and a consistently high level of service. Profitability will not be achieved by cutting corners that affect the guest experience. Spa-Goers are very sensitive to the experiences offered in spas.
• East meets West – Really!! --- and, it is working for spas. Whether it is Eastern spas adding Western hospitality sensibilities for the expected level of service or Western spas adding Eastern treatment modalities and mindful activities for a more meaningful experience, the blend is a winner. Without losing the sense of place of the hotel, resort or region; just the right amount of influence from East and West will strike a compelling balance.

Evolving Trends

• Growth – Growth in numbers and growth in knowledge. We have seen break-neck speed growth of spas in North America slowly come to a crawl while the knowledge and expectations of spa-goers continues to grow. Asia is now on the rapid growth race track and one would only hope that Asia takes a cue from lessons learned from its Western counterparts. With the influence of travel into, within and out of Asia, “Build it quickly and they will come” will not sustain businesses. Rather, building for future market expectations will be sustainable for business success. Sound business strategies, thoughtful space planning and the selection and training of needed spa employees will be tops on the most needed list.
• Men in Spas – Men are very comfortable in spas. With an overall ratio of 33% of all spa goers which includes day spas (typically heavily used by females) we know that the bulk of the male spa goers frequent resort and hotel spas. Spas will continue to add treatments targeting men as well as relaxation and design features with the male gender in mind.
• Relaxation areas – Originally considered a non revenue producing space, now is realized to be the area that makes guest anticipate the treatment adding to the total experience as well as the desire for multiple treatments. Relaxation areas are also a point of differentiation for properties and an opportunity to highlight the spa story or local rituals. Relaxation areas must remain true to their purpose and be a place that is comfortable and produces real results. Specialty steam rooms, hammams, salt caves, reflection pools, cold loungers, specialty pools etc all have a purpose and a story or history behind them. Relaxation areas have a real value proposition of “come early, stay late” – that spas will promote more heavily than ever before. Spas will also set aside relaxation space for “social spa-ing” where guest can relax and interact with friends and family or other guests.
• Wellness – With the sophistication of spa goers increasing, wellness is moving back into spas. Wellness is appreciated in restaurant menus, spa activities and spa offerings. Guests want to eat healthy but not with the old stigma of “spa food”, they want health without boredom. Dining well has a new meaning. In addition spas will continue to build their repertoire of alternative therapies that work well with their market and spa story.

Fleeting Trends

Many fleeting trends have come and gone and some with a high ticket. Before purchasing that piece of equipment and its promises, do the research and then do it again. Is it worth dedicating dollars or space? Does it integrate with the spa’s story? Does it earn the right to dominate an entire treatment space? Are there others ways to make a splash and differentiate the spa?

Conclusion

In conclusion, spas will keep their eye on the macro goals and continue to strengthen the profitability and sustainability of the business. Remembering that guests arrive to be cared for and to feel special in the process will guide the micro decisions.

Jane Segerberg is founder and president of Segerberg Spa Consulting, LLC., a multi-faceted spa consulting and management company with an industry reputation for creating spas that work –they are compelling for the property’s market, attain recognition, engage guests in memorable experiences and achieve bottom line success. Over Jane’s thirty-year history in the wellness, hospitality and spa industry, she has become recognized for providing outstanding service and keen attention to detail. For company information please view http://www.segerbergspa.com. Ms. Segerberg can be contacted at 912-222-1518 or janesegerberg@yahoo.com Extended Bio...

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