spa
experiences ‘Bite-sized’ services
could be a way to tempt non spa-goers into your facility
Salt rooms and salt
therapies are set to grow in popularity
SPAFINDER PREDICTIONS I
n December 2011, Susie Ellis of SpaFinder made her annual predictions regarding spa trends
for the coming year, including several that health club and leisure centre spas could pick up on. Many are already detailed in this feature – discounting for volume and the appeal of shorter treatments, for example. Another of her predictions
elaborates on the beauty trend (see p54). Observing the advent of what she calls ‘extreme beauty’, Ellis notes how consumers are pushing the limits when it comes to beauty – from botox to fillers, injectables and other such technologies. And while we’ve picked out the
SPEEDING UP INTRODUCING TASTER MENUS
thorough, full-treatment. However, possibly more appropriate for health clubs is another trend being witnessed in spas: towards express treatments and sample/bite-sized treatments. In 2009, 75 per cent of spas in the
S
US introduced “express treatments of 30 minutes or less”, according to the ISPA 2010 Spa Industry Study. And, with operators and suppliers reporting that most people simply cannot afford as much time to relax these days, shorter treatments are likely to dominate menus even more in 2012. Meanwhile, 95 per cent of non
spa-goers and 80 per cent of existing spa-goers could be tempted to try new, shorter, bite-sized treatments if these were offered by a facility, according to
ome spas are beginning to offer longer treatment times (at a higher rate) so they can offer a more
a 2010 survey by research specialists Holden Pearmain (conducted among 150 spa-goers and 150 non spa-goers). The Cliff House Resort & Spa in Maine, US, offers a good example of how this can work with its US$99 Spa Special Sampler. Offered only in specified time slots, the deal comprises three 15- minute mini treatments: a restorative head, neck and shoulder massage; a hot stone massage of hands and arms; and finally a peppermint tea tree lotion and a hot-towel massage for the lower legs and feet. Customers are then welcome to relax at the resort. Both studies demonstrate that shorter
sample services, with lower price points, could be the answer to attracting new audiences. Bite-sized treatments also offer an ideal upsell option and give spas the chance to offer something different to keep existing customers interested.
Shorter treatments are likely to dominate spa menus even more in 2012
56 Read Health Club Management online at
healthclubmanagement.co.uk/digital
opportunities of introducing kids to spa, Ellis highlights the role of spas in catering for an ageing population – particularly relevant to more holistic or medical spas that are able to develop therapeutic offerings to address pain and rehabilitation. Other Ellis predictions include: The Science of Spa: As consumers
become more informed, and more data is collected, there will be more scientific proof of which spa therapies provide measurable benefits and which don’t. No doubt many of us feel the benefits, but documented proof will be the next step. Salt rooms and salt caves: Just as
hammam and water therapies have grown in popularity over the last few years, now we will see salt- infused environments with salt rooms, salt caves and grottoes at spas for offerings in halotherapy. Salt therapies will also be integrated into other service offerings, such as massage, meditation or even yoga. Hyper-local spas: Spas will become
extremely localised, offering services highly specific and indigenous to their surroundings. This will also be reflected in spa cuisine, which will increasingly use local ingredients.
healthclub@leisuremedia.com kate cracknell
february 2012 © cybertrek 2012
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