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The Healing Power of Touch: Oncology Care as an Asset to Hotel Spas

How Expanding Oncology Care at Spas is Pivotal to Well-Being During Treatment

By Cathy O'Brien Chief Executive Officer, NATUROPATHICA | June 2025

Oncology Facial

According to the American Cancer Society, over 2 million people in the US will be diagnosed with cancer in 2025, a continued upward trend from 2024 cases. While researchers are still hard at work to find a cure, modern medicine has been able to greatly decrease losses from cancer through chemotherapy and radiation treatments.

Though these life-saving treatments are a medical marvel, we also know the toll they take on the body. As spa operators, we aim to create environments of healing, and oftentimes, we approach this through the lens of mental well-being or the minor aches and strains of daily life on an otherwise healthy individual. But what if we could bring truly impactful healing to those who need it most?

Over the last several years, spa practitioners have begun to explore the healing power of touch as a modality of oncology care, bringing specialized treatments for cancer patients onto spa menus. While it is imperative to recognize that these treatments are not a cure to the cancer itself, they are clinically proven to improve quality of life, lessen pain and overall provide relief for those undergoing intense cancer treatments like chemotherapy and radiation.

Unfortunately, because spa treatments like massage and skincare are often considered a luxury rather than medicinal, they are overlooked as a form of true healing, leaving many in the dark about how impactful they can be. As we continue to see the effects of rising cancer rates, spa professionals have an opportunity, and a duty, to further expand our therapists’ training and our spa’s offerings and provide relief to those touched by the disease through specialized services, making this form of healing more accessible.

^{Oncology Massage, Foot}

I have personally been touched by cancer – having been diagnosed with Breast Cancer in the midst of introducing an Oncology program for NATUROPATHICA with Mount Sinai in New York – and have experienced the benefits of these treatments from the patient’s perspective. Even with the support of family and friends, battling cancer is an extremely scary and unpredictable burden. I was healthy prior to my diagnosis, so not only was I processing the treatments I would have to undergo that would be detrimental to my skin-health, activity levels, and more, but I was also coming to terms with a completely unexpected, and frankly ironically timed, curveball that seemed to hit me straight on.

Massage from an oncology-trained therapist during my chemotherapy appointments provide relaxation and solace during moments of vulnerability and isolation, and more in-depth massage and facial treatments (also oncology specific) helped target the symptoms of treatments and issues that my doctors warned of as side effects, including muscle aches, severe dehydration and sensitivity. Being in the line of work that I am, and knowing that chemo and radiation can severely deteriorate skin cells, maintaining my skin was a major priority for me, but not a concern for my oncologists. And rightfully so, they had to figure out now to fight the actual cancer in my body. Being able to trust that spas and massage therapists would be able to provide care for my skin allowed me to help my skin health and continued to let my doctors focus on their job while only occasionally being pestered by my questions of whether products were safe to use.

Through spas, oncology massage can provide both a way to offer relief during treatment as well as relaxation and alleviation of discomfort. These specialized massages, facial treatments and skincare also deliver the therapeutic benefits of touch and can provide necessary deep moisture that can often be stripped from the skin by treatment through specialized skincare. As many patients have extremely sensitive muscles and skin due to the nature of treatments, regular massages often can worsen pain, cause more intense bruising and disrupt the lymphatic system, so it’s vital that the therapist is well-versed and certified in oncology care specifically in order to maximize the benefits.

^{Oncology Massage, Hand}

When undergoing massage care to combat the sensitivities caused by radiation or chemotherapy, patients have time and time again reported that the extra touch and attention both humanizes their condition and improves their quality of life. Clinically, this type of care is also proven to reduce stress, anxiety, and pain, improve sleep, and enhance overall well-being.

Though incorporating these treatments at spas does take more resources to ensure therapists are properly trained and certified to provide treatment to those undergoing intensive cancer treatments, ultimately the services not only provide anecdotal relief that is consistently shared by those who experience treatments, but are also clinically proven to reduce the effect of some of the symptoms of radiation and chemotherapy. Chemotherapy is known to cause neuropathy, or, weakness, tingling and numbness resulting from nerve damage.

According to a study completed by the MD Anderson Cancer Center in 2022, incorporating regular massage therapy into care plans resulted in a significant improvement in neuropathy in patients. Additionally, many cancer patients suffer from lymphedema, a chronic swelling that can result from cancer treatments or removal of lymph nodes, which has been proven to be reduced by up to 57% by manual lymphatic drainage, another type of targeted oncology massage care.

Additionally, breast cancer specifically received additional benefits from massage therapy on top of reduced chemotherapy symptoms and general relief. With about 32% of new cancer diagnoses in women being breast cancer, it continues to be the leading cancer type for women, making the call for medical massage especially pertinent. In a research study from the Levine Cancer Institute that targeted breast cancer patients, those who received oncology massage and healing touch had clinically significant reduction in their pain and neuropathy from chemo and radiation as a result of receiving the care.

While across the board, these therapies have been proven to reduce pain and symptoms, each individual’s needs from treatment is completely unique and requires care to be extremely attentive and educated. Not only do sensitivities, skin reactions and more change from person to person, but from week to week or day to day the same individual will likely have shifts as well. Investing in training therapists in oncology treatment is paramount to the success of a spa’s program, both in terms of the business itself and the ability to provide relief to clients. Spa owners and operators need to approach the cultivation of these programs and offerings with a person-forward approach, focusing on the experience of the patient and quality of training of the therapist.

Training can be done in a variety of ways, with both online and in person courses available. Given the nature of treatment, in-person, hands-on certification through an accredited organization that is approved by the National Certification Board for Therapeutic Massage & Bodywork to ensure the best quality education ahead of care is highly recommended. Once spas have trained therapists, working these treatments into their offerings can be relatively straight-forward, as those certified can curate oncology-safe versions of some of the messages that may already be offered rather than having to craft all-new options for the spa menu.

^{Oncology Facial}

Massage therapists can even get certified to provide training themselves, so that moving forward, spas can handle training internally. Spas can also expand their programs by reaching out to accredited hospitals and cancer treatment centers to support their programs and offer guidance and advice on product ingredient safety, techniques and more. As spa practitioners are, of course, not doctors, having a direct connection to hospitals and being able to offer care within their walls to patients receiving chemotherapy or radiation in real time can make a huge difference in both the amount of relief it brings and the credibility and quality of a spa’s oncology program.

Whether starting with a few certified therapists or just one, the program should be created with care, and this often means starting small. Having a small number will allow spas to begin offering treatments and figure out how they can tweak the training process to best fit their spa location. Though it takes time, this targeted certification process is vital to providing proper treatment to oncology patients, as therapists need to be able to adjust to the needs of each person so that they are able to continue coming back throughout their medical care as the effects on their body also change, creating loyal and caring relationships with each client.

As the industry continues to shift towards offering treatments catering towards those healing from ailments like cancer, we should also act as advocates for the patients to be able to access them affordably. Comprehensive therapeutic approaches to healing like massage are often just as beneficial as other eastern medical practices such as acupuncture, but far less acknowledged and available to the average person through insurance. Ultimately, practitioners should strive to see massage recognized by both state and private insurance as a medicinal therapy covered by insurance as acupuncture has been, but as we work towards this goal, increasing accessibility through more spas adding oncology care services to their menus will help set the framework to increase visibility.

While there is still much research to be done into the full extent to which the oncology massage and similar therapies can reduce symptoms of harsh treatments and bring relief to patients who are either currently undergoing chemotherapy and radiation or recently finished, the groundwork that has been laid and the vast interest in the subject shows just how much these offerings bring to the table. While of course I use my personal battle with breast cancer as an example of these benefits, recovery and the cancer experience are not one size fits all and neither are spa treatments or self-care. This only makes it more important and valuable to expand offerings to be more inclusive, especially of a group that is going through an extremely vulnerable and isolating time.

Incorporating oncology care and the healing power of touch can only create stronger client relationships and improve the spa business and lives of spa-goers.

Ms. O'Brien

Cathy O'Brien serves as CEO of leading holistic skin and bodycare brand NATUROPATHICA, and is at the helm of the brand's Spa and Healing Arts Centers and product development. Driven by the brand's mission of creating transformative results that empower individuals on their journeys towards enhanced well-being, Ms. O'Brien is spearheading the brand's larger expansion pipeline strategy that will nearly double the Company's footprint. She has been the primary driver of the brand's growing oncology arm, training and certifying NATUROPATHICA therapists, and key spa partners in Oncology Massage modalities. This specific type of healing massage therapy is designed to bring comfort and restoration to bodies that need additional care as a result of chemotherapy or radiation treatments. Always an advocate for massage as a healing modality, she expanded the brand's in-spa programming through a partnership with New York City's Mount Sinai Hospital, and during the process, experienced the treatments first hand when she herself was diagnosed with breast cancer. Since finishing her treatment in May of 2024, she has also established a relationship with Penn Medicine's Abramson Cancer Center to provide massage services, and is looking to expand this program into all markets where NATUROPATHICA has its own spa footprint.

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Payment for the services provided to you in, at, through or in association with HotelExecutive may be made by automatic credit card, debit card, direct debit, bankwire or Paypal and other approved payment means offered in, at, through or in association with HotelExecutive, and you hereby authorize HotelExecutive and its agents to transact such payments on your behalf.

You hereby authorize HotelExecutive's Internet Payment Service Provider to charge your credit card to pay for your membership to HotelExecutive. You further authorize HotelExecutive's Internet Payment Service Provider to charge your credit card for any and all purchases of products, services in association with HotelExecutive. You agree to be personally liable for all charges incurred by you in association with your access or other use of any content provided by HotelExecutive or any third party in association with HotelExecutive. You acknowledge and agree that your liability for all such charges shall continue after termination of your access or any type of membership arrangement with HotelExecutive.

In the event that you have chosen to have your membership automatically rebilled, unless and until you notify HotelExecutive that you wish to cancel or terminate your membership to HotelExecutive, you hereby agree and authorize HotelExecutive's Internet Payment Service Provider to automatically renew your membership to HotelExecutive on a continuing basis and to charge your credit card (or other payment means you have selected) to pay for the ongoing cost of your membership. You hereby further authorize HotelExecutive's Internet Payment Service Provider to charge your credit card (or other approved payment means you have selected) for any and all purchases of products, services and entertainment provided to in, at, through or in association with HotelExecutive.

13. PRIVACY POLICY

The following is the Privacy Policy for HotelExecutive

We can be reached via telephone, email, or online at our contact page. When you visit our site we do not log any information regarding your domain or email address. Information Sharing: We do not share user information with any third parties other than via press release distribution as described below.

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.

Cookies: Our system requires the use of cookies to enable the user to log back into our website to access information from the newswire, without having to log in each time using the required username and password.

If you do not want to receive email from us in the future, please let us know by following instructions included in our communication with you. Users who supply us with telephone numbers online may receive telephone contact from us regarding their account, or informing them of new products and services available on the HotelExecutive website. If you do not wish to receive such telephone calls, please edit your account and remove your phone number from your account profile. This can be done from your user account menu.

Ad Servers: We do not partner with or have any relationship with any ad server companies. From time to time, we may use customer information for new uses not previously disclosed in our privacy notice. If our information practices change at any time, we will post the policy changes to our website to notify you of these changes and provide you with the ability to opt out of these new uses. If you are concerned about how your information is used, you should check back at our website periodically.

Upon request we provide site visitors with access to all information (including proprietary information) that we maintain about them. Users can access this information by logging in to their account.

Security: We always use industry-standard encryption technologies while transferring and receiving user data exchanged with our site. We have appropriate security measures in place in our physical facilities to protect against the loss, misuse, or alteration of information that we have collected from you on our site. We do not store credit card information in our systems.

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