TUNING IN OR JUST CREEPY? 19. FACIAL RECOGNITION
Understanding consum- ers’ 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
New tech shows how guests really feel
recognition and profi ling software is coming to
market which is enabling retailers to identify mood and respond accordingly. A coff ee brand recently
conducted a PR stunt by installing a vending machine at a Johannes- burg 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.
HUBS FOR HEALTH
20. WELLNESS CITIES
Spas are already beginning to embrace wellness, but could this be taken further where we’ll see the emergence of wellness cities? Locales could become hubs for
wellbeing where everything has been designed (or redesigned) with health in mind: from the green spaces outside and fresh air we breathe to the buildings which incorporate circadian lighting and water fi ltration systems. Spas off ering a multitude of wellness services would also feature heavily. The vision of building entire cities around wellness is a powerful one which most people can relate to and fi nd compelling and attractive. And although the idea of wellness environments is not new, we’re approaching a time when the concept will reach tipping point and enter the mainstream.
The vision of building entire cities around wellness is a powerful and enticing one
ABOUT THE AUTHORS 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
Spa Business 4 2014 ©Cybertrek 2014 Read Spa Business online
spabusiness.com/digital
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
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