Spa & wellness
Above: Herbal teas and other drinks can offer revitalising effects and refine the experience.
Below: The Japanese Ayishu Foot Bath at Fairmont Windsor Park.
my favourites called Remedy Place, a social wellness club in New York, which is basically all around recovery using Eastern and Western principles to combine those into a system that actually works with people. It’s definitely there and definitely a part of what we’re integrating into our spas within our hotels globally.”
Defining features
As with all markets, the medical spa certainly has challenges ahead as it continues to grow and compete with other areas of the spa and wellness sector. The global market alone was estimated at $14.4bn in 2022 and is expected to reach $25.9bn by 2026, according to findings from ResearchAndMarkets. From Brown’s perspective, he sees competition on the horizon for medical spas, especially between the day spa and hotel spa. “I think for us, we need to determine hotel business. What are we, what do we deliver and what I see is a lot of blurring, people are running around embracing different things in order to appeal to a new market. In luxury hospitality, we are a luxury experience deliverer and I think that’s where our primary USP is. I think the day spa market for medicals can deliver
things that are fantastic, and I think we can certainly deliver some of those things in our luxury hotel spas, but really, we’re about luxury experience.” For Brown, this leads to the efficacy of what hotel spas are delivering being examined, as the younger generation are far more sceptical than the previous on what they spend. “Somebody under 30 is far more questioning and they have much more access to information in terms of what they want to do, what they’re going to get,” laughs Brown. “The public opinion about the effectiveness of certain things will definitely dictate whether people are successful or not, and that will keep people honest and it’s really a good thing.” But while the industry has some kinks to iron out as hotel spa’s and day spa’s find their footing and make sure the right people are giving the right treatments, the demand for treatments is causing the equipment to develop and get cheaper every year. “There are new things in the market that are really quite incredible, I had an experience with group called Soft Wave for a one-year facelift… Right now, it’s about $5,000 for the facial, I guarantee you in four years’ time it will be $3,000, $2,000, so it’s getting cheaper and easier to access.”
Wading in on wellness It’s clear speaking to Brown that he is committed to supporting and promoting health, so much so that Accor has launched an award-winning podcast series called Health to Wealth. “I think any large company, any global company, has a responsibility to be using its power, its reach, in a magnanimous way to help educate and support people globally, whether you buy from us or don’t, and Accor is one of those companies,” he emphasises. “So, we wanted to raise the topic of wellness in its broader context – what is wellness and what does it mean?” For Brown and Accor, this consists of a number of topics that focus on all the things you can do to get to a place of well-being: “We can’t be well without a well planet,” he adds. As part of the hospitality industry and a significant driver of food sustainability, this doesn’t just affect a small percentage of people but everyone. All the topics connect, whether it’s sustainability, technology and innovation, financial health or more traditional well-being – all of it, says Brown, has an impact on wellness. While the spa industry grows and evolves, it is clear to see that, for Brown and Accor at least, the path to wellness doesn’t stop at one treatment. It’s about democratising the conversation to provide real information and make things more accessible. “All of this impacts wellness and well-being for you as an individual,” Brown determines, “and wellness is for everybody.” ●
48 Hotel Management International /
www.hmi-online.com
Accor Hotels
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