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TRENDS


THE BASICS ARE NOW A USP CLEAR AIR AND WATER


Breathing clean air and drinking and bathing in clean water are three fun- damentals of health, but for some who live in toxic places, there’s no respite from the assault of pollution. Spas that off er access to clean air


and water will fi nd that this USP is increasingly sought by consumers and we foresee a new trend emerging around the provision of both, by either natural or artifi cial means. Consumers will value the oppor-


tunity to take a healing break from invasive and unhealthy atmospheres. We expect spas with access to


clean air and water to devise healing programmes, while those located in polluted places, will have the oppor- tunity to off er special rooms where guests can enjoy breathing clean air and bathing in pure water. This will extend to concepts such as sensory rooms with 360 degree-screens where it will be possible to simulate standing on a beach in a wood or lavender fi eld.


TUNING IN OR JUST CREEPY?


FACIAL RECOGNITION Understanding consumers’ true feelings and motivations has been the concern of neuromarketers for some years: what we say we want and what we really want are often two completely diff erent – and sometimes contradictory – things. Now, facial gesture recognition and


profi ling software is coming to market which is enabling retailers to identify mood and respond accordingly. Coff ee brand Douwe Egberts conducted a PR stunt by installing a vending ma- chine at a Johannesburg airport: travellers got a free cup when the facial recognition software detected them yawning. We expect hospitality companies such as


spas and hotels to deploy facial-recognition software to assess customers’ moods before, after and even during visits. Are they relaxed and content, or are they


disengaged or annoyed? The software could give valuable insight into guest experiences and, in turn, be used to improve services.


New tech enables operators to understand how customers are really feeling


ABOUT THE AUTHORS Consumers will pay for clean air 22 spa business handbook 2014


Liz Terry has been writing about and analysing the global leisure industries since 1983. She’s editor of Spa Business and Spa Opportunities magazines. email: lizterry@spabusiness.com twitter: @elizterry


Katie Barnes has a 13-year career in international spa, beauty and health media. She’s managing editor of Spa Business magazine and was launch editor of the Spa Business Handbook. email: katiebarnes@spabusiness.com twitter: @SpaBusinessKB


www.spahandbook.com


PHOTO © SHUTTERSTOCK/ZAI ARAGON


PHOTO © SHUTTERSTOCK/GFRANCK BOSTON


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