Spa & wellness
of time,” Brown adds. The pandemic allowed many to step back realise the benefits of a preventative mindset rather than relying on doctors to fix everything, it also democratised wellness for more accessible wellness as well as providing ample time for people to built healthy habits. For Brown, “as challenging as Covid was for everybody on a physical and mental way, I think the outcomes and thoughts we have now will actually lead to longer term societal benefits”. In light of this more health-focused consumer,
it’s no surprise that the medical spa market is growing markedly. With a number of medical-based treatments to promote beauty and health for the guest, the market is expected rise 15% in the next decade, according to Persistence Market Research. The increased demand for medspas in hotels stems from the rising awareness of health as well as the growing popularity of digitalised healthcare communications and the availability of virtual healthcare consultations – almost 70% of public hospitals across the globe are being asked to embrace digitalisation. One of the major focuses of medical spas combines
medicine and aesthetics for cosmetic treatments, consisting of Botox injections, anti-wrinkle, acne therapy and fine line reduction therapies and fillers under the supervision of a licensed healthcare provider. “What you’re seeing is the use of equipment and technology designed to improve how people look,” explains Brown. “We were trying to solve issues of how we look through invasive treatments and now we realise we can solve it through diet, nutrition, movement, meditation, stress reduction and medical-based treatments to recreate the entire holistic approach to well-being.” As technology has advanced, many results previously achieved by invasive treatments can be accomplished using technology for a more natural look.
Looking good, feeling good As Brown explains, the use of medical treatments in spa and wellness is rapidly becoming normalised and accessible as the industry adapts to the more conscious consumer. With the spa industry’s growing popularity, the price of treatments and experiences drops – according to the Global Wellness Institute, it reported an expected 7.5% growth through 2022 as wellness accounted for 58% of global healthy expenditures. Within this market, medical spas are taking root as a health and wellness becomes evermore significant for the consumer. “The expectation of my guests is to have those services,” Brown goes on to say. “[The guest] understands about radio frequency, high frequency facials and about LED facial, they understand about
Hotel Management International /
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facial mapping and how you can prevent some damage and even to a certain extent Botox, IV therapy – that’s the place we are getting into as a hotel.” But for him, the biggest opportunity within the medical spa space is recovery, as technology allows us to almost “biohack” through methods such as cryotherapy, infrared therapy, IV therapy, hyperbaric oxygen therapy to support recovery like an athlete: “We train like athletes, we eat like athletes, we dress like athletes, now we recover like athletes.” That’s not to say that Brown doesn’t see the potential of medical-driven facial delivery, but rather sees the transition away from invasive types of treatments as equipment gets better as a clear sign for a healthier option that works for people. “You’ve got to work at it, you’ve got to eat properly, meditate properly but at the same time you can support that process through medical treatments,” says Brown. “I think great examples of that in the current landscape would be places like Lanza Hof, in Germany, where you’ve got the diagnostic elements, understanding the body, to then do it. You’ve got groups like LondonCryo Belgravia with a holistic recovery concept regime, you’ve got one of
Above: The Himalayan Salt room in Fairmont Windsor Park’s spa uses the rejuvenating properties of the popular material.
Below: The couples treatment room, allowing partners to relax together.
Opposite: There are an ever-increasing number of treatments and products that promise a range of self-improving results.
Accor Hotels
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