SPA FORESIGHT™: LONELINESS
A worldwide problem It’s difficult to pinpoint the number of people who are suffering from loneliness as comparable global data doesn’t exist. In 2010, the Loneliness in New Zealand survey found that one in every three adults in the country (just over 1 million people) had some degree of loneliness in a four-week period. In the USA research organisation
Barna has found that the number of people who identify themselves as lonely has risen from 12 per cent
in the early 2000s to 20 per cent in 2013: equalling 63 million people. Meanwhile, Measuring National
Well-being: European Comparisons, a 2014 survey, found that only 66.6 per cent of people on the continent feel close to the people in the area where they live on average. In addition, 7 per cent of people on average say they don’t have any support from their family, friends, neighbours or anyone else when they need advice about a serious personal or family matter.
Kamalaya’s Karina Stewart says spas are in a position to address loneliness from a variety of perspectives
known for their wonderful massages, but they’re also great places to meet people.” There’s certainly a need for people
in society to be touched she adds, highlighting the success of a ‘cuddling shop’ which opened in Portland, USA last November. The shop offered an hour of platonic cuddling for US$60 (€49, £38) with the business receiving 10,000 emails in the first week of opening. It had to hire extra staff to meet demand. Bevis Nathan, a trauma therapist and
bodywork specialist based in the UK agrees that massage might help. He says: “Human beings are hard-wired to connect with one another and to be able to connect with themselves. We only truly thrive when we’re in a relationship. Massage, as we know, induces a relaxation response and is a form of relationship. When the brain experiences itself being soothed by another using touch, it can go some way to remind our unconscious selves of the importance of connection and the simple gift of touching.” He does, however, suggest that the
Rancho La Puerta offers group activities to make individuals feel welcome 88
spabusiness.com issue 2 2015 ©CYBERTREK 2015
bond between the therapist and guest and creating a comfortable setting is paramount. “Massage, or being at a spa, are not themselves cures for loneliness, of course. But a nurturing and safe environment with a safe physical relationship conveyed through touch – by someone who you trust and have a good rapport with – can relieve the nervous system of some of the existential burden of feeling alone.”
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