Spa Business Handbook 2018-2019

Page 88

Future look Challenging the status quo, Hayley Ard, head of consumer lifestyle at innovation research company Stylus, outlines three key trends that are set to shake up the spa industry as we know it

T The Spa of Unconscious Desires has guests ‘indulge in their alter-ego selves’

he image of the spa is shifting in line with consumer demand for alternative, transformative treatments. As spas evolve from restful retreats into targeted beauty solution zones, the days of relaxing by the pool with herbal tea may be over. New consumer influences – from a desire for uncomfortable wellbeing to male-only services – are challenging the status quo. Here are three trends – and opportunities – disrupting the future of spa offerings globally: