RESEARCH
SPAS AND THE GLOBAL WELLNESS MARKET
The full version of the Spas and the Global Wellness Market study can be found on the Global Spa Summit website. Commissioned by the Global Spa Summit and sponsored by Murad Inc, this study was conducted by SRI International, a worldwide, non-profi t research fi rm. The study incorporates primary and sec- ondary research, including: a review of key studies, data and reports on wellness-re- lated industry sectors and consumer trends; interviews with over 30 high-level industry executives, organisations and associations; and fi ndings from two globally distributed sur- veys – a consumer survey (with 1,000-plus respondents) and an industry survey (with 300-plus respondents). Detail:
www.globalspasummit.org or
www.sri.com
Spas can link with other sectors to help enhance people's health and quality of life
ageing and self-image, and can help a client to feel and look well aſt er leaving the spa. ■ Help consumers understand and select the spa’s wellness off erings by utilising wellness assessment tools to create individually tai- lored packages of services/products and by reframing spa off erings within the context of the diff erent dimensions of wellness. ■ Position spas as the centre of integrated/ holistic approaches to wellness by creating integrated wellness packages that include spa services, personal training, mind-body services, nutrition counselling, life coach- ing, healthy ageing and self-image-boosting beauty services/products. Operators have the chance to take ‘spa’ out of its usual box or niche: and to bring spa services into new phys- ical locations, make spa and wellness services accessible to diff erent consumer segments, and develop specialised services that target spe- cifi c consumer markets such as middle-aged
80 spa business handbook 2011
women, sports-orientated young adults, teens and cancer survivors. ■ Provide continuity of care to customers by building long-term relationships through wellness membership programmes or well- ness/life coaching services. Within the realm of workplace health and
wellness, the spa industry can capitalise on the trend of employers taking seriously the need to improve the health and wellness of their sen- ior executives and employees. Many services and products developed by the spa industry in the two previous arenas can be delivered in the workplace context. T ey can: ■ Deliver executive health services, such as executive health assessments or retreats, and package wellness services and lifestyle coun- selling with these programmes. ■ Manage the wellness of employees through corporate membership programmes or deliv- ering wellness-related spa services at work.
HOW CAN SPAS LEAD THE WAY? T ere are a number of activities and initiatives that could be pursued by individual spas and regional/international industry associations to help launch spas toward the forefront of the
wellness movement. T ese include: ■ Developing a harmonised understanding of wellness terminology and concepts in rela- tion to the spa industry, to reduce consumer confusion. Although spas do not necessarily need to defi ne wellness in exactly the same way, it would be useful for the industry to begin thinking and talking about wellness organised around a few core principles: that wellness is multidimensional and holistic, can be envisioned on a continuum, and should be consumer-driven. ■ Promoting and supporting ongoing con- versations on wellness in the spa industry (and with other wellness sectors) to keep abreast of a rapidly growing and changing
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