TRENDS
Spa Trends 2011
34
ABOVE: The Grand Resort Bad Ragaz, Switzerland, runs its own medical clinic, which offers rehabilitation and corrective health care therapies alongside supportive spa therapies such as watsu massage
Silver lining
Susie Ellis is President of SpaFinder Inc, the world’s largest spa media and marketing company. A respected industry analyst, she’s recognised as an authority on the evolving spa consumer and spa- related health, wellness, beauty, fi tness and lifestyle trends. She is a contributing editor for a variety of publications, authors the popular Susie’s Spa Blog and is a board member of the Global Spa Summit. To learn more about SpaFinder’s European spa programmes, contact Cassandra Cavanah: cassandra@spafi
ndereurope.com
Whatever term you use – ageing baby boomers, silver spagoers, active retirees – the fact is that the 65-plus spa going demographic will have a huge impact on the industry for years to come. The data on the ‘greying’ of the North American, European and Japanese populations could fi ll a library, with these regions’ populations ageing at an unprecedented rate. And millions of baby boomers, the generation that galvanized the spa and wellness revolution, are now turning 65 each year… This demographic rejects labels, and the days of describing over-65s as ‘old’ people will soon be history. The profi le is simply too diverse: after all, there’s a huge difference between a 70-year- old who plays tennis three times a week and an 85-year-old considering cosmetic fi llers for the fi rst time. Savvy spas will be rethinking everything to address this group’s specifi c needs, from facilities and equipment to programming and staffi ng. Physical therapy, rehabilitation, recuperation and basic pain relief will proliferate on the menus to meet the demands of guests with back, neck, knee and mobility issues. A few forward-thinking examples: Fairmont’s
Willow Stream spas are adding an extensive muscle & joint programme promising pain relief; spa designers for properties like the Auriga Spa at the Setai Fifth Avenue, New York are adopting
european spa |
www.europeanspamagazine.com
simple solutions to accommodate mature guests, like spa menus in bigger print; and we’ll see more spas modelled after Canyon Ranch featuring exercise physiologists, sports medicine professionals, chiropractors, orthopedics, naturopaths and physical therapists either on the staff or on call. Look for a rise in the use of the term ‘corrective’
– corrective massage, corrective facials – and for the well used term ‘anti-ageing’ to get a further workout. A renaissance in spa bathing is coming, as the pain-relief benefi ts of soaking in thermal water are rediscovered. As facilities reinvent the experience – such as the Scandinav and Le Nordic models in Canada, Hakone Kowakien Yunessun in Japan or the lucrative Glen Ivy Hot Springs in Southern California – SpaFinder forecasts a renewed respect for the benefi ts of sanitas per aqua that had recently taken a backseat to weight loss, beauty and fi tness. And fi nally, a peak into a few concepts and twists of terminology likely to cross your path in 2011: infra-red sauna; bamboo massage; stem cell facials; candle wax massage; wellness coaching; pain relief massage; ‘spa-rah-rah’; zumba; celebrity stylists, therapists and aestheticians; threading; Brazilian blowout; eyelash-everything; evidenced-based medicine; happiness quests; era three medicine; self- discovery; ageing into wellness; wisdom therapy; and the new colour of green… transparency.
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92