Shifting Boundaries Today’s increasingly anxious, distracted consumers are looking to wellness for answers. That means the role of the spa industry must change with the times – or risk getting left behind
e are living in a time where
Regionally, the spa industry is seeing changes
wellness is fast becoming a
as well; the US market is finally embracing large,
part of more and more people’s
co-ed hydrothermal facilities (see page 108),
everyday lives – and our role
the Asia-Pacific spa industry is poised for rapid
in the spa industry is shifting and changing
growth (see page 90), and in the Middle East,
with the times. Today’s increasingly distracted,
areas like Saudi Arabia and Oman are giving
anxious, technologically addled public is looking
Dubai a run for the money (see page 122).
to wellness to help them feel better, and that means spas must look beyond the typical massage and facial menu they’ve relied on for
And as climate change looms ever-present on the horizon (see page 12), spas that put the environment first will find themselves at
so many years and get creative with their offerings for a new
the forefront of the industry, and will be popular with a
generation of consumers who want wellness everywhere.
new generation of environmentally enlightened spa-goers
From the influence of the ‘experience generation’ on
as they age into adulthood (see page 86). Meanwhile,
spa design (see page 74) to the explosion of wellness
we all seem to be longing for a bit of nature these
rooms across some of the biggest hotel brands in the
days – outdoor spa gardens are popping up everywhere
industry (see page 98), wellness is infiltrating areas that
(see page 16), and forest bathing has taken on a life
were once the domain of other segments of hospitality.
of its own (see page 20), as more and more of us seek
Spas are also shifting in scope and nature – mental
the simplest, truest sense of wellness – a connection
wellness is becoming increasingly important to spas (see
with the earth, with nature, and with ourselves.
page 96), which are tackling things like loneliness and anxiety through breathwork classes, artistic workshops, and initiatives that foster social connections (see page 78).
Jane Kitchen, editor, Spa Business Handbook firstname.lastname@example.org ■ @SpaBusinessJK
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spa business HANDBOOK 2019 - 2020
The global resource for spa professionals