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The industry will become more aware of its natural allies: govern- ments seeking to reduce healthcare bills and boost wellness tourism, corporations which see commer- cial value in a healthier workforce and consumers who want to take charge of their own health. Working with the fi rst two groups, spas will extend services into new environments – government-run facilities will open accessible spas which can be used by the mass mar- ket and corporations will embrace spa – some by opening their own facilities and others by subsidising their employees to use external spas and services. We expect to see more partnerships developing between the spa industry and these power- ful stakeholders.
The industry will seek out allies with shared goals and values