CONTRIBUTOR Luxury Spa Trends in the US
The modern luxury spa experience is now much more than a standard massage with soft music. It is evolving into a service that is more comprehensive, personal and less discretionary as all are beginning to recognise the health benefits of spa treatments. Here are a few important trends that are transforming the U.S. spa industry today.
Wellness Partner
Ava Roxanne Stritt Spa Travel Gal
With the boom in wellness travel, ‘wellness treatments’ are joining the menu. This title makes it feel OK to go to the spa for a ‘me day’ and spend the extra money. As the tail end of the Baby Boomers reach the milestone birthday of 50, they now realise spas are not a splurge, but a wellness partner. The Spa at The Ritz-Carlton Lodge, Reynolds Plantation is catering to this by offering spa memberships.
Exclusive Treatments Increasingly more spas are offering clients the option to customize part of their treatment. Clients want to feel special, exclusive, couture. The Spa at Harbor Beach Marriott Resort in Fort Lauderdale, offers a ‘scrubologist,’ who specialises in mixing up perfect personalised scrubs.
Raining Men Many spas report 33% of their customers are male. Spa menus have been revamped to include entire sections dedicated to men. The Spa at the Four Seasons Atlanta offers a High Performance Facial.
Spa Suites Many hotel spas have added Zen-like accommodations for a spa-like night’s sleep. We have all heard of ‘spending the night at the museum’, well spa gals get excited at the thought of spending the night in or near a spa. The Ritz-Carlton, Buckhead, in Atlanta now offers a spa level and spa suites.
Hydrotheraphy
U.S. spa designers and developers are starting to take a lead from the spas of Quebec. The Nordic bath type spa Station Blu in Quebec should be their manual. The baths are the main course, and the massages only a side item.
Green Spas In addition to a growing demand for organic treatments, spas are also seeing increased interest in the environment. The Silver LEED certified Sandpearl Resort’s spa in Florida features energy-efficient temperature controls in each spa treatment room to reduce energy waste.
DECEMBER2013 29
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