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HOTEL BUSINESS REVIEW

JULY FOCUS: Hotel Spa

 

Are Men The Next Biggest Opportunity for Spas?

By Laszlo Puczko CEO & Co-Founder, Health Tourism Worldwide | July 2023

Men in spas? Is that a thing?

We can most certainly say that it is very much so.

And this is not a recent change. As BeautyDirectory summarized in 2017 already the relationship between men and spas has been changing rapidly. The International SPA Association (ISPA), has been tracking the rise of the male spa industry for almost two decades. ISPA noted that in 2005 only 29 per cent of spa-goers were male. ISPA’s 2013 survey identified the following reasons as to why men would not go to spas:

  • 11 percent said it’s "too indulgent"
  • 14 percent said because "none of my friends go"
  • 17 percent said they were embarrassed to go
  • 19 percent said "spas are for women"

This situation has changed since. By 2017 ISPA reported that 49 per cent of spa-goers were male! Recent data show that male guest keep their share in spa demand. Of course, this figure is market dependent and does not necessarily apply to every market or destination. For example, according to the Wellness, Spas, Health and Travel 2030 survey, solo men have made it to top three in terms of key target segments for wellness in the Middle East and in Asia.

Forecasted by a study from the American Med Spa Association (2018), men were expected to go from 10% of the marketplace to 30% in the coming 10 years. This was forecasted due to the rising spending power of male millennials. The data also suggested men were outspending women by 13% in med spas. Based on ISPA data (2019), men are more likely than women to choose body services (30% compared to 24% of women), fitness or sports services (29% compared to 10% of women) and hydrotherapy (20% compared to 11% of women).

Are we witnessing a paradigm change? What all these changes mean to the spa industry and to the hospitality sector? How men’s attitude toward their own well-being is expected to change post-COVID19?

To be able to answer all these and many other questions a team of industry heavyweights were invited to join forces and the Wellness of Men / Wellness for Men Initiative was launched in 2022. The first results of the explorative and pioneering global survey suggest some answers to the above questions and changes. While some of the key findings and the initial reactions are shared below the potential implications for design and service offering approaches will need to be further discussed.

Men Are Well

The good news is that most men stated that they are healthy. Still, the relationship between health and feeling well may not go together. 90% of men do not suffer from any chronic illness. Still, men shared their concerns about their health in general (38%) and stated that there is a significant amount of stress in their lives. Note that being concerned about health is the highest among Gen Z and gay men! The hospitality sector can assist men in their quest for health in many ways. There are several alternatives that can minimize the concern about health during their stay for example, healthy snacks in the minibar, offering well-certified rooms and amenities, sharing health information about the F&B options, using anti-allergen linens and cleaning products, etc.

Research data show that the younger men are, the healthier they believe they are. As a contrast less than 30% of Baby Boomers stated that they are in good health. Almost every third Baby Boomer reported to be suffering from some chronic illness and they take supplements and vitamins regularly (43%). Hotels need to take the generation-based differences into consideration which sounds easier that it is done. The most likely solution is that accommodation brands/providers focusing on Gen Z need to take a deep dive in ’healtharising’ their services in every possible way from smart and responsive health options to hands-on offers, e.g. free juice corners.

Men observe a constant change in their understanding of wellness over time. This is a critical confirmation since wellness is not supposed to be seen as a constant construct but more like a personal interpretation of a holistic concept. 87% of Baby Boomers compared to 67% of Gen Z agree that wellness changes over time, i.e. the older men get the more likely they are to observe changes in their understanding of wellness and in their interests and priorities.

What is Wellness for Men?

Wellness may have different meaning for different people. This not only is a cultural but also a generational issue. Apart from the actual understanding of wellness people may look at the components of wellness differently as well. There seems to be the general understanding that that wellness comprises of six pillars, i.e. from physical to intellectual.

The actual wellness state may be influenced by one or all these pillars at the same time. The actual role of any of the six pillars changes over time. This represents a challenge to any operator or hotel since the expectations may also change accordingly.

Not very surprisingly the findings suggest that among men that the most influential pillar of the six is the physical one, followed by occupational and the social pillars. This finding suggests that hotels are not wrong by creating new physical wellness related provisions, i.e. in-room exercise options, gyms accessible 24h, recommend running apps or open outdoor exercise spaces. Every second Gen X-er exercises regularly, whereas the all-across segments’ average is around 44%, i.e. the fitness provision can expect steady demand and use. Gen Z is the most likely to take part in fitness at a fitness/wellness centre (56%) (but those with kids are the least likely (17%).

Note that not every segment associates with the primacy of physical aspects. Gen Z and Gen X men seem to have the most balanced understanding of wellness, i.e the individual roles of the six wellness pillars are fairly similar. Every pillar is rated with significant importance, except for spirituality for Gen Z. This finding suggests that for Gen Z and Gen X men hotels need to offer a more complex service provision if they wanted to have a meaningful contribution to men’s wellness. This includes the spas, asl well! Fitness spaces and services are a good start, but these are not fulfilling the expectations of more and more men.

Fighting with Work & Stress

There are three critical factors that dominate men’s understanding of wellness, i.e., work, feeling imbalanced in life, and being stressed. Work related stress is the dominant one since almost 60% of men consider it significant, whereas only 4% does not associate work with stress. It seems that single men are the most stressed (81% of them are stressed or very stressed), whereas gay men seek re-charging options the most (93%). Many hotels accommodate businessmen travelling alone, and many may be solo as well. The challenge is how to tackle their stress after a busy day in a wellness-oriented way and not by offering large amount of drinks, etc.

Being stressed and working a lot has negative impact a sleep quality. Research data suggest that more than 50% of men say that they do not sleep well. Sleep is not comparable with visiting a spa, since every guest requires some sort of sleep provision, whereas visiting a spa remains to be optional. The hospitality providers may look at the sleep related concerns as a great opportunity. Men will most certainly appreciate any arrangement that can make them sleep better. Let this me sleep cycle monitoring apps, sleeping improving scents, lighting and music, white noise and digital -free bed areas, extra weight in bedding making it cosier, having a nap in the spa, etc.

Men Look for Wellness

It is quite telling what the main triggers are when men look for wellness services and options. Most of these motivations (four of the TOP 5) are somewhat related to their energy level. If they felt being stressed and lacking energy that would make them search for wellness-improving options.

Beauty treatments, spirituality or pampering is not on their priority list in their quest for wellness. Also, socialising is not considered to be an important source for wellness. Still, taking part in social activities is something men do, except they would not label it as a wellness activity. Hotels with significant social spaces, e.g. eateries, bars, etc. do contribute to men’s wellness state but these options are not consumed for wellness purposes. It is sought after as one of the top 5 activities aiming at relaxation (but not wellness). One may argue that relaxation de facto is part of wellness, and I would not oppose. Still, activities done in a social context may be difficult to be introduced and sold as a wellness activity for men.

Most spas and wellness spaces would create an alternative menu for men. And most of these would feature grooming services as the number one service offer. It is rather revealing to know that although men use grooming services at a growing rate, they would not consider this as being part of their wellness regime. This phenomenon suggests that hotel that relabelled their spa menu as grooming for men may need to revisit this approach.

The No 1 activity men turn to for relaxation is listening to music. This is especially the case for Gen Z. How do hotels take on this opportunity? Music pods in the lobby or in the room where guests can enjoy their own music of choice, or music on demand? accessing music options in the bathroom and in the shower?

Men Post-COVID19

In the wake of COVID19, 34% of men state that they most definitely look after themselves more then they used to pre-pandemic. Only 27% stated that their lifestyle remains unchanged, but this rises to 44% among Gen Z. Some 16% reported experiencing mental health imbalances consequently.

They also shared that they explore healthier lifestyle options and they aim for better harmony with themselves. The stronger interest in looking after themselves more is especially relevant for Baby Boomers and for single men, i.e. almost every second man in these segments stated so. These two segments showed the most changes in their lives, i.e. at least every 5th man in these groups agreed that their lifestyle has gone through multiple changes.

Those living with partners are the most interested in exploring healthier lifestyle options, whereas gay men aim for better harmony with themselves in the highest percentage (52%).

Hospitality operators will find insightful to know that the No 1 source and influence one anything to do with men’s wellness is their partners. The partner can be the gatekeeper as well as the influencer. This influential channel is especially important when we consider that some 40% of men suggested that they would try something ’wellnessy’ for the very first time! Wellness-related options in hotels therefore need to be prepared for the first-time users and for their no1 influencers’, i.e. their partners.

Such insights are invaluable for hospitality developers and operators. It now seems that it makes more sense to design and offer healthy, wellness-oriented options than ever before.

Apart from actively taking part in wellness activities, every 3rd man suggested that he would look for wellness options during his travels as well. This represents a 30% higher potential demand for anything wellness-related in hotels!

It needs to be echoed that men can represent very different understandings and practices of wellness. Gen Z shows rather different patterns that of Gen Y. Single men behave very differently from men with kids, etc. These observations are not new, of course. What makes this information new is the wellness context. Not only the understanding but also the expectations from wellness change significantly over time. Male consumers/travellers, therefore, represent these changes in their expectations from any hospitality establishment.

Men are open to learn about and try new ideas that can make them feel better, be well – at home as well as during travel. This is time for the hospitality industry to take this opportunity and assist men to be better, be more well! In the hotel spas, and beyond.

The Wellness of Men / Wellness for Men Survey was curated by HTWWLife with the active participation from 26 industry heavyweights representing the wellness, hospitality, leisure, healthcare, and spa sectors. Note that women are next: the Wellness of Women / Wellness for Women survey is already being launched.

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Hotel Newswire is a newswire service that distributes press releases on behalf of our users. If you decide to submit a press release for distribution through our system we will transmit your entire press release including any personal information therein contained to our media contacts and online distribution points including search engines. This is the only redistribution of your information that we engage in. Your submission of press releases through our system indicates consent with this policy. The information we collect during your registration process is used to notify users about updates to our service and inform users of any special events hosted by Hotel Newswire. This information is not shared with other organizations for commercial or non-commercial purposes.

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If you feel that this site is not following its stated information policy, you may contact us.

Bobby Carey Open Arms, Not Velvet Ropes: The Rise of The Inclusive Hotel Bar
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    • I’m writing this from an unopened hotel in Osaka. It’s past midnight. My shoes are off, the pre-opening checklists are nowhere near done, and someone has just discovered we’re short on ice tongs. Again. The lobby still smells like glue, half the team is living on caffeine and quiet panic, and I’ve just spent the better part of twelve hours explaining why the music volume needs to change with the lighting. But all I can think about is this: when we open these doors, what kind of bar will we be letting people into? Not Just What it Looks Like....

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Jeff Pedowitz The AI Revolution in Hotel Pricing: Beyond Dynamic Rates - a 2025 Perspective
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    • As we enter 2025, integrating Artificial Intelligence (AI) into hotel pricing strategies continues to revolutionize the hospitality industry. This evolution significantly shifts from traditional pricing models to sophisticated, data-driven approaches that enhance revenue management and guest satisfaction. The impact of AI on hotel pricing has deepened and expanded, reshaping the industry in profound ways. The Surge in AI Adoption Recent statistics indicate that the adoption of AI-powered pricing solutions is accelerating at an unprecedented rate. According to the latest Hospitality Net Technology Outlook for 2025, 85% of hotels plan to increase their investment in AI-driven pricing technologies over...

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  • By Ayana Rodriguez, Founder, itavi

    • The perfect vacation caters to the entire family. Kids and teens have an undeniable impact as family travel ‘influencers’ in their own homes. According to The Global Kids Hospitality Report 2025, 85% of respondents cited teens’ happiness as a key factor in choosing a travel destination, while 43% reported a Gen Alpha child or grandchild influencing the family’s travel decisions. As a strategic response, even the finest hotels in the world are rolling out the red carpet for junior guests, and this effort unlocks a sizable revenue opportunity to help boost your bottom line. The 2025 Hilton...

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Kenneth Heymann Choosing a Labor Management System
  • By Kenneth Heymann, Managing Director, Heymann2 & Associates

    • Imagine that each time you check into a luxury hotel a single associate is assigned to take care of all your needs 24/7. The associate checks you in, takes your bags to your room, then waits outside your door to fulfill any request you might have. How about checking into a select service hotel and having a valet parker, doorman, bellman, concierge, and front desk agent (not all the same person) there to greet you? Any hotel is capable of increasing service beyond the level that a guest typically expects. But the reality is that all hotels have...

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Sanat Patel The Federal Open Market Committee Has Reduced the Lending Rate - What Now?
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    • Gen Z is the generational cohort born between 1997 and 2012, with a U.S. population of 67 million and a global population of over 2 billion. Millennials, or those born between 1981 and 1996, make up 72 million in the U.S. and represent the largest share of the workforce. While Millennials’ purchasing power is significant, having reached their peak earnings and spending years estimated to reach $3.4 trillion by 2025, Gen Z’s purchasing power will grow more rapidly. It is currently estimated that Gen Z has approximately $360 billion in direct purchasing power, and by 2025, this amount...

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