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Trends
The ultimate spa experience
Rhett Pickering, director of spa operations and development,
Asia Pacific, Marriott International, instrumental in the launch of the Quan
Spa at JW Marriott, Mumbai speaks to Neeti Mehra on the changing paradigms
in spa treatments.
Rhett Pickering
Director of Spa Operations and Development, Asia Pacific, Marriott International |
Demystifying the mystical, the spa industry is constantly
raising the bar to spruce up a spa stay, with various addendums to destination
spa curriculums. And this all-encompassing experience has consequently trickled
down to hotel spas too. As Rhett Pickering, director of Spa Operations and Development,
Asia Pacific, Marriott International, says, "Today hotels are starting
to replicate the destination spa experience by offering 'spa rooms' which have
different beds and bedding from the rest of the hotel; spa mini-bars; direct
access to the spa and spa treatments built into the room rate." This, as
opposed to standard hotel spas, which formerly offered only services and amenities
which consumers expected of a hotel.
A new trend which they are imbibing is expanding the experience to touch the
male psyche too. Pandering to the metrosexual, Pickering extols defeminising
the spa experience, to include the modern male. "All of our spas have a
50-50 split between male and female guests. Today males want to take advantage
of the spa experience too," he shares. This translates into not just creating
spaces that both males and females feel comfortable in. It also ensures that
bathrobes come in large sizes to fit men, slippers that fit male feet and amenities,
for instance, shower gels offered in treatment room showers are not floral based.
Simplicity is the key. Pickering believes that while there can be overexpectations
on what a spa can deliver, there also lurks the danger of under-delivering.
When in India do as the Indians do, he asserts. He feels that spa menus should
pay homage to the local culture, India and Ayurveda being entwined. "There
is always a wealth of traditional healing options in whatever location spas
are based," he adds. Concurrently, another trend which is here to stay,
he reveals, is spa fusion, where the seamless combination of different treatments
exceed the benefits of them administered individually, such as Yogalate (yoga
and pilates) and wellness (well-being and fitness). Other significant trends
to watch out for he says are detoxification - inculcating healthy spa habits
in daily life outside its domain, and ultimate sleep environments - offering
luxury relaxation.
 Moving
towards the esoteric, astrology and tarot may be some tenets to include in therapy.
Today, spiritual healing and psychic surgery indicates a shift toward consumers
demanding authenticity with treatment and therapies that give a sense of place.
"Many cultures have a tradition of this non-physical type of healing. As
consumers are looking for alternatives to normal medicine to prevent disease
and to encourage healing and long life, spas are now taking up the challenge
to offer these therapies. Anything that creates a shift towards healing - on
a physical level (like massage releasing stress-busting endorphins in the bloodstream)
to an emotional level (as in the optimism that may come from understanding and
taking charge of your personality traits learnt from astrology) - is beneficial,"
Pickering states.
Is rehabilitation overshadowing relaxation as a central spa tenet? While it
may seem so, with spas worldwide embracing the concept of 'wellness' with therapeutic
treatments, Rhett disagrees. "Most spas (unless they are dedicated wellness
retreats or medical spas) would still list massage as the number one treatment
they sell (both in terms of volume and revenue)," he points out. "This
tells us that relaxation is still the priority for most spa consumers"
was his parting shot.
| The boom in the Indian hospitality market has witnessed
hotels developing own spa brands (the Park - Aura; Marriott - Quan, Taj
with Jiva), and business hotels finding a necessity to have spas to attract
their target set. And experts say that in 2007, the spa experience will
never be the same again. Spa Finder Inc, the global spa resource, lists
10 trends will shape the spa world in 2007.
Sleep medicine
Healthy sleep is being added to the usual curriculum, inspired by the
emerging field of sleep medicine, which has revealed that sleep has a
profound effect on appearance, weight and well-being. More spas will focus
on good sleep hygiene, offering sleep yoga programs and life coaches who
address the underlying issues associated with poor sleep. Hotels and resorts
will put even greater emphasis on creating ideal sleep environments through
minimal light and sound, aromatherapy, ultra-relaxing spa treatments,
etc
Detox
People will turn to spas for a range of detox solutions, including relaxation,
all-organic diets, sweating (exercise, steams and saunas), and the purging
of emotional baggage through one-on-one or group therapy work. Ironically,
part of the momentum for this detox trend has been supplied by spas themselves,
with fewer restrictions in general to attract a wider audience. The result?
It's become harder and harder to end a spa vacation without gaining weight
or making significant changes in eating habits.
Spa retreats
Now resorts and hotels are getting into the retreat business, adding specialty
programs or special accommodations that appeal to their past guests -
in effect becoming 'destination spas' for a period of time. Offerings
such as wellness workshops, spiritual retreats, boot camps, or 'find your
inner artist' getaways will energise resort and hotel spa programs, attracting
solo travellers with group events, workshops and shared meals. Day spas
will expand their group/community offerings with special workshops and
even group outings to destination and resort spas for overnight stays.
Medical tourism
A range of new technologies will attract these medical tourists - DNA
analysis, for example, and new generations of anti-aging medicines, injectables
and lasers. But another big draw will be cost. Many hotel/resort spas
will recognise the new opportunity that medical tourism presents and market
themselves as ideal pre- and post-operation stays.
Spa lifestyle community
Spa residences will move beyond just the retirement option of choice for
aging baby boomers - the 21st century's answer to the golf community -
to also attract younger families with children.
The bottom line
Spa trends will be driven by the bottom line, which will play an ever-larger
role in shaping the competitive landscape and determining what the industry
will offer. As profits get tighter, revenue management models will become
more sophisticated. Spa treatments will become more expensive on busy
days and discounted on lean days. Spa menu options, similarly, may change
depending factors affecting supply and demand. More insurance companies
will begin to cover complementary and alternative (CAM) (or integrative)
health services, and more employers will subsidise spa-like services .
Social spa-ing
'Social spa-ing' will emerge as an exciting new term, describing the emphasis
on opportunities to connect, converse, and play in the spa environment.
Community is the new privacy. But more recently hydrotherapy and heat/cold
experiences have become solo undertakings as spa-goers have generally
sought privacy and solitude in the spa setting. The search for solitude
will be trumped by the natural desire for community and a growing awareness
that social interaction is an important aspect of health.
Green commitment
Consumers are now factoring in a spa's green commitment when they choose
a spa, and they're looking for a spa that does more than just recycle
and offer organic food. And it's as much about respecting people as it
is about respecting nature. Spa guests are rewarding a spa's efforts to
incorporate authentic indigenous treatments, hire local staff, and contribute
to the community. They're also welcoming education about local cultures
and healing traditions and looking for holistic commitment on the part
of spa personnel.
Beauty inside-out and outside-in
The spa industry will continue to lead innovation in skincare with new
technologies and programs that recognise that beauty is much more than
skin deep.
 Spa
fusion
In the year ahead, look for an acceleration of these sorts of spa fusion
that produce even more powerful benefits than the sum of their parts.
Popular "fusions" will include: facials with breathwork, jacuzzis
with light therapy, massage with sound therapy, neurobics (mind aerobics),
and Kinesis, which is a new combination mind/body exercise experience.
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