editor’s letter Exploring new priorities
would be ‘much more’ or ‘somewhat more’ likely to visit a spa. T is is one of the key fi ndings of a new
I
study by SRI International, Spas and the Global Wellness Market: Synergies and Opportunities, which was undertaken for the Global Spa Summit 2010. T e sample was 1,077 consumers, while 319 industry contacts were also polled. Because the rewards of proof could
be this signifi cant, the report says the industry should prioritise action in this area. It also suggests rigorously designed clinical trials would ‘get the medical community on board’ and give spas increased access to insurance reimbursement and wellness programmes funded by employers and governments. Operators need to make existing data available, while reaching out to the medical and research communities to encourage more studies to be undertaken. In this issue we look at the challenge of proving effi cacy (page
20) and ask whether a concerted drive could enable the sector to take its rightful place alongside other health services. In addition to exploring this topic, the SRI report ranges
widely across all aspects of the wellness sector, considering operational and investment strategies and policies. At the heart of wellness lies the principle of prevention
rather than cure – the age-old philosophy that underpins all the world’s natural healing disciplines, but which is only now being acknowleged by the allopathic medical community. Cash-strapped governments are realising they can’t aff ord the
drugs and medical intervention needed to treat the rising tide of obesity, diabetes and heart disease affl icting the world’s aging populations and are looking for lower-cost alternatives.
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SPA BUSINESS 3 2010 ©Cybertrek 2010
f credible research could prove that spa treatments deliver measurable health benefi ts, 71 per cent of consumers say they
At the heart of wellness lies the principle of prevention rather than cure – the age-old philosophy that underpins the world’s natural healing and healthy living disciplines, but which is only now being acknowledged by the allopathic medical community
Preventative interventions, coupled with initiatives which
keep people healthy from childhood, are now the absolute priority. In the health and fi tness industry, the lobby on this has already borne fruit, with a number of wellness-related national programmes receiving government funding. T e spa industry has yet to really join this debate, but there are great synergies if we choose to explore them more fully. T e seeds of change can already be seen: the SRI study found
82 per cent in the industry have taken small steps to ‘respond to the wellness movement’ over the last fi ve years, with 91 per cent reporting these adjustments yielded a growth in revenue. However, to make a serious impact on personal wellness, spa
visits need to be a regular part of people’s lives, rather than a treat. If we intend to make a diff erence, we need to reexamine the business model and fi nd ways of making regular use of spas a reality for more than just the very wealthy.
Liz Terry, Editor
lizterry@leisuremedia.com
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