See the Future - Spa Trends Worth Noting
By Jane Segerberg Founder & President, Segerberg Spa Consulting, LLC | August 14, 2011
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?"