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SPA FORESIGHT™ RESPECTING YOUR ELDERS


18. AGE-FRIENDLY DESIGN


Baby boomers are the most infl uential generation, yet many companies are ignoring their needs as they get older. Accounting for around 450 million


people, baby boomers are one of the most infl uential generations in the world. They’re also the main market for spas. But as these 51- to 69-year-olds age, their biological and psychological needs change. The Silver Group in Asia has developed


an age-friendly AF Audit™ tool to help companies understand the needs of older consumers. CEO Kim Walker says: “We’ve evaluated a lot of spas in hotels and generally they’re not age-friendly because


Baby boomers are a lucrative market, yet many companies are ignoring their needs


they just haven’t given thought to it.” It’s about subtle changes as well as obvious ones, he says. If a non-slip fl oor looks wet, for example, people will still change the way they walk and are just as likely to fall. But be mindful that baby boomers


don’t want to be singled out, adds Walker. “When you enter a spa, you’re bombarded with instructions. Staff are sometimes


soft-spoken and may have a foreign accent, making it harder to hear them... The point is, if you made these things age-friendly everyone would benefi t.” Spas that start now to assess and adjust


their facilities to best serve the 50-plus age market will be one step ahead. Read more in Spa Business magazine, issue 1, 2015: http://lei.sr?a=K1y5p


No longer the preserve of the very wealthy


Spas could off er face massage as part of a package with facials to upsell to regular clients


FACE FORWARD 19. FACE MASSAGE


Facials are a best seller for spas, with ever more complex rituals on off er. However, just as body treatments include everything from a simple massage to a complex treatment that involves wraps and scrubs, so we expect spas to evolve fuller facial menus which include a new addition – a face massage. Face massage is a technical


treatment that manipulates and releases the muscles of the face, head and neck, relieving


tension, re-balancing muscles and improving lymphatic drainage, but without heavy product use. It can be anti-ageing, relieve


the side eff ects of tension behaviours such as teeth grind- ing, and help with headaches and puffi ness around the eyes. There’s a limit to how


often facials can be delivered, but face massage can be done regularly, so would be a profi table, complementary addition to the menu.


42 spabusiness.com issue 3 2015 ©cybertrek 2015


LIVING WELL 20. SPA & WELLNESS REAL ESTATE We expect wellness real


The lifecycle of the spa and wellness real estate market is following the classic growth curve, starting out with high-end off ers, but with niche and mass market products now very much on the horizon. We know adding spa and


wellness to hotel rooms and residential developments gives up to a 30 per cent uplift in value at the top level; what’s yet to be established is the premium that will be achieved in the mid-market.


estate to boom as a sector in the next fi ve years, as the property market continues its rebound from the global recession, and for wellness to be a key diff erentiator in giving a competitive edge to developments. This trend will play to


consumers’ increasing interest in wellness and spa, as this is translated into a commitment to living in an environment that is more conducive to good health.


GOODLUZ/SHUTTERSTOCK.COM


DUDAREV MIKHAIL/SHUTTERSTOCK.COM


MAKSIM SHMELJOV/SHUTTERSTOCK.COM


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