Spa Industry Trends That Touch the Guest

By Allie Hembree Public Relations Manager, International SPA Association | July 21, 2013

As the spa industry continues to grow, so do the spa trends and offerings which, given how spas have become an integral part of the hotel industry's customer experience, also translate into the hotel and hospitality scene. The challenge for the spa industry is to identify the shifts and opportunities available for business growth. For instance, spas are responding to the growing "mind, body and spirit connection" trend by incorporating more results-oriented treatments and experimenting with inspirational programming. As this shift toward healthy living is increasingly important to all types of guests and travelers, spas are beginning to shed their reputation as "pamper palaces."

Returning to its Roots

From the historic beginnings of spa, water has always been a crucial part of spa treatments. The word "spa" is inspired from the Latin words "salus per aqua," which means "health through water." One strong emerging trend seen in the global spa scene is the renewed interest in water-based treatments.

According to Hilton Hotels & Resorts' report titled Hilton Blue Paper (published in the January/February 2013 issue of the International SPA Association's Pulse magazine), "now more than ever, spa-goers in the Middle East and Africa are interested in treatments that pay homage to their cultural roots. This includes a renewed interest in wet treatments and hammams."

The report also recognizes how modern spas employ creative floor space planning in order build these water-based treatment rooms. "While traditional hammams consist of large heated and cooled rooms, modern spa design does not generally have the luxury of that space. Spas today are finding ways to bring back these treatments in more intimate environments, leading to a new and modern take on hammams." European spas, in particular, focus more on finding different ways to use water treatments for spa-goers seeking health and stress-relief.

The report further states that "there has been a recent reemergence of water-based treatments across Europe-water therapy, hydrotherapy and other thermal practices-most notably in Eastern European countries such as Russia, Hungary and Poland. While these therapies are inherent in European culture-remnants of bathhouses can be found among the ruins of ancient Rome-they have evolved and are becoming far more prescriptive to meet the needs of today's spa guests and their overall focus of holistic well-being."

Choose a Social Network!

The social network you are looking for is not available.

Close

Hotel Newswire Headlines Feed  

Scott Hale
Sherri Merbach
Janelle Schwartz
Suzanne Owens
Chris Charbonnet
Stephanie Hilger
Suzanne McIntosh
Ed Blair
Eileen McDargh
Dean Minett
Coming up in June 2019...

Sales & Marketing: Selling Experiences

There are innumerable strategies that Hotel Sales and Marketing Directors employ to find, engage and entice guests to their property, and those strategies are constantly evolving. A breakthrough technology, pioneering platform, or even a simple algorithm update can cause new trends to emerge and upend the best laid plans. Sales and marketing departments must remain agile so they can adapt to the ever changing digital landscape. As an example, the popularity of virtual reality is on the rise, as 360 interactive technologies become more mainstream. Chatbots and artificial intelligence are also poised to become the next big things, as they take guest personalization to a whole new level. But one sales and marketing trend that is currently resulting in major benefits for hotels is experiential marketing - the effort to deliver an experience to potential guests. Mainly this is accomplished through the creative use of video and images, and by utilizing what has become known as User Generated Content. By sharing actual personal content (videos and pictures) from satisfied guests who have experienced the delights of a property, prospective guests can more easily imagine themselves having the same experience. Similarly, Hotel Generated Content is equally important. Hotels are more than beds and effective video presentations can tell a compelling story - a story about what makes the hotel appealing and unique. A video walk-through of rooms is essential, as are video tours in different areas of a hotel. The goal is to highlight what makes the property exceptional, but also to show real people having real fun - an experience that prospective guests can have too. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.