Daily news, Jobs, Training & TenDers www.spaopportunities.com report SpaTec Spring conference


In her latest SpaBooker blog, Lisa Starr reports from SpaTec Spring 2012. To visit the blog, go to: www.gramercyone.com/blog


S


pa industry buyers and suppliers met in Orlando for the 13th edition of SpaTec from 14 to 17 March. Hosted by Questex-McLean events,


SpaTec facilitates a series of 20-minute one- on-one meetings between over 120 buyers and suppliers, as well as networking events over a busy 2.5 day schedule. Te design of the event makes it possible for each buyer and supplier to meet with over 20 potential business partners in a calm and focused setting, quite different from the atmosphere at a trade show, and everyone agrees that it’s time very well spent. Te event always includes a keynote pre-


sentation, which was given this year by Jeremy McCarthy, who is director of global spa development and operations for Starwood Hotels & Resorts. Jeremy used information from his degree in applied positive psychol- ogy to present the argument “In Defense of Pampering” – explaining how consumers both need and want pampering and wellness. Jeremy argued that spa operators don’t have to take an “either/or” approach and should offer both elements. He broke this fascinat- ing topic into three parts:


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lisa starr


Lisa is an expert within the spa and well- ness industries with more than 25 years’ experience. In February 2011 she teamed up with Spabooker by GramercyOne as the group’s community ambassador


“Spa marketing tends to focus on the physical, the


environment, products and staff - but we should make sure we communicate what a great experience a spa visit is”


Part 1 – Message of the Spa Industry Many consumers envision spas as “pamper palaces,” partly due to decades-old marketing messages and partly to their own imaginations. Beginning in the 1950s, psychologists began to study the connections between loving, support- ive environments while young and a positive spiritual and mental outlook as an adult. Te important role the former plays in the latter was clear. Spas are a modern-day way to pro- vide nurturing care and emotional affirmation and are one of the few industries that connect both the pampering and wellness paradigms. Part 2 – Te Growth of Positive Psychology Historically, mental health studies were based on the concept of illness, but modern day thinking focuses on positive aspects of the psyche. Jeremy cited numerous scientific studies showing that positive human interac- tions increase the quality of many aspects of life, including the physical.


© CYBERTREK 2011


Part 3 – Combining Wellness & Pampering Spa visits and treatments should be akin to a “vacation for the mind.” We need to use our bodies on vacation, due to our sedentary life- styles, but regularly need a place to rest our minds and spas offer this in an accessible way. Humans need a place to experience touch,


quiet, and to separate from technology. Jeremy noted that the only three places we can now be parted from our technology are church, airplanes, and spas! Current spa marketing tends to focus on the physical, the environ- ment, products, and staff, but we should make sure we communicate what a great experience a spa visit can be, and make clear the lasting benefits of contemplative time. Thanks Jeremy, as always, for the thought-provoking present ation.


To read more great thoughts at Jeremy’s blog, visit http://psychologyofwellbeing.com


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