TRENDS
SUSIE ELLIS » PRESIDENT » SPAFINDER, INC
OPPOSITES ATTRACT E
businesses. Susie Ellis explores the counter-trend notion Sometimes going against mainstream ideas can create innovative
ach year SpaFinder, Inc issues its Spa Trend Report™ to identify key glo- bal spa trends that could infl uence
spa experiences for both consumers and the industry in the year ahead – and possi- bly decades to come. As well as sharing our
2011 predictions, I thought it might be fun to add another perspective: the concept of the counter-trend. Sometimes very creative and successful ideas emerge when businesses move against the mainstream. I hope it will provide some food for thought...
To access the detailed version, visit:
www.spabusiness.com/2011spatrendreport
To read Susie Ellis’ biography, see p4 Susie Ellis 2011
SPA TREND REPORT
Mature market vs young ambition Watch out for the Gen X and Millennials (30 to 45-year-olds)
AGEING… RAGING
As millions of Baby Boomers are turning 65 each year, spas will begin to incorporate exercise physiologists,
orthopedics and naturopaths focusing on rejuvenation of joints, pain relief and mobility – while pain relief massages, corrective facials and everything anti-ageing will increasingly hit menus. T ermal bathing and an emphasis on exercis- ing in water will experience a renaissance, as the benefi ts of ‘sanitas per acqua’ are rediscovered. But the ‘over 65’ catch- all category will become history as it’s realised that there’s a huge diff erence between a 70-year-old who plays tennis three times a week and an 85-year-old seeking pain relief. Counter-trend: In SpaFinder’s 2010 State of Spa Travel sur- vey, it was reported that if Boomers represent the biggest spa-travelling demographic (52 per cent), Gen X and Millen- nials (roughly 30-45) aren’t far behind (41 per cent). Many spas will target younger generations (with more spas for kids, teens, young adults and families), but will need to draw from a large enough market to make it work.
SPA BUSINESS 1 2011 ©Cybertrek 2011
Brazil dominates spa development in the Americas ALL EYES ON ASIA
East is east, but don’t forget Russia and Brazil
Historically, there’s been a mass exportation of Asian
spa infl uences worldwide. How- ever, we’re now seeing explosive growth of hotel/spa development within Asia (a market of 4.1 billion people), especially within the two fastest-growing world economies, China and India, where extraor- dinary new class mobility is being unleashed. Asia-Pacifi c has the largest number of spas and hotels under development of any region in the world and by 2015, China will have around 100 million out- bound travellers, many seeking
a luxury lifestyle, including the western spa experience. Counter-trend: If India and China dominate spa/hotel development among BRIC countries, don’t forget Brazil and Russia. Bra- zil dominates the south/central American hotel spa pipeline and Russia has muscled into the top three in Europe. And while there is very little growth in some areas, such as the US, a new spa opening there might garner a signifi cantly larger share of press – an advan- tage for those making headlines in slower markets.
Read Spa Business online
spabusiness.com / digital 67
PHOTO:
ISTOCK.COM/©; CELSO PUPO RODRIGUES
PHOTO: THE SANCTUARY, UK
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