Trends: how you perceive them, what causes them and which ones should you pay attention to... starting with segmentation.

The spa industry has come a long way in recent years, gaining market share and respectability along the way and yet, it is still in itself considered a trend by many. To those of us in the industry it is in fact, a profitable business that is sustainable and more to the point, adds incremental revenue to the bottom line. Add to this the fact that spa is also rooted in ancient philosophy, and you have a business that will increase the value of your asset, and is sexy enough to appeal to the consumer on a level they understand, be it relaxation, instant gratification or lifestyle change.

Spa, now a billion dollar industry in the US, still has a way to go before it stabilizes. Consequently, there are many opportunities for hotel operators to position them selves at the forefront of the industry as it begins to settle and even out. It is no longer a competitive advantage to simply be in the spa business. Both operators and investors now have many decisions to make about the segment they wish to compete ...