I’m Spa-tacus! No, I’m Spa-tacus, and other Spa Industry Trends
Kymberly Williams-Evans, MA
Do you think the spa industry is growing, staying level, or declining as we enter 2015? For those of you who would enjoy some kind of spa treatment — and who wouldn’t, frankly? — spa and resort trends offer interesting insights into the direction our wellness culture is taking us.
We Feel So Spa-ritual!
Alexandra and I just returned from presenting at the second Tenaya Spa Wellness Retreat. We also presented at their first event, which we summarized in this post. We may not die with a lot of stuff, but we sure are rich in experiences! For one, who would have thought the gateway to Yosemite would be hiking-sandal weather and nearly snowless in mid-January? For another, who knew that smoked sturgeon tasted delicious when braised in tea?
Top Trends in the Spa Industry
Anyway, we drove up through sun, drought, and beautiful pine trees to offer two workouts: Drums Alive and ABC: Abs, Butt, Core and two workshops: Most Common Exercises Done Right and Wrong and 7 Movement Habits to Improve Your Brain Today. As presenters, we had the privilege to take part in the entire retreat. That included hearing American Spa magazine editor, publisher, and keynote speaker, Julie Keller Callaghan speak on Top Trends in the spa world.
Job Seekers Apply Here
One of the key points Julie made is that the spa industry is growing. No, make that Exploding. Faster than a hot flash in the middle of a public presentation. As in, if you know people needing career direction, steer them to a resort. It’s not solely baby boomers driving the growth. Just as many people (mostly women, no shocker there) ages 30-50 are going to spas as those 50-70.
Special Can Mean Affordable
I was actually surprised, because, seriously — who has the money to head to spas so often? How can a luxury industry be taking over the wellness world? Turns out one of the trends is what Julie calls “Specialty Solutions,” which are affordable, specific indulgences. If you want just your lashes, hair, or skin treated, you can now find “beauty bars” and express services at mainstream rates, for example. As well, bigger, more expensive spas are branching into shortened and price conscious versions of their traditional offerings. You can now find 3 day or weekend deals at resorts that once were weekly only.
Luxury to Mainstream
Another trend is that the industry is shifting from being considered a luxury to a necessity. More and more of us are heading to the mountains, beaches, jungles, and forests to de-stress, rejuvenate, and catch up on rest. Just as having a personal trainer shifted in the late 90s from the domain of the rich and famous to mainstream middle class clients, so too is the concept of heading to the spa. Because I neeeeeed it!
You Are Feeling Sleepy
A trend Julie coined “Deep Sleep” highlights a solution spa professionals are creating for the 70 million chronically sleep deprived Americans. From having sleep experts on staff to meals devised to enhance relaxation to dream inducing treatments, spas are addressing sleep needs to keep us well and healthy. Budget minded sleepyheads can now nap in special “cabins” that have customizable aromatherapy and sound settings. ZZZZzzzzzzzzzone out for 20-40 minutes for $1 a minute you catnappers!
Get Real, Be Authentic
While American Spa’s editor, Julie covered 10 key trends, I will share just one more big one here: “Keeping It Real.” Spa goers seek authenticity. They — you?– crave experiences unique to a given location. Spas attract guests with ingredients and services indigenous to the region. The Ascent Spa at Tenaya Lodge at Yosemite is right on top of that trend with its treatments. Many of the soaps, skin care products, oils, and scents they use come from local sources.
I did professional research on their authenticity by booking their “Half Dome (half hour) Hiker’s Delight lower leg massage. It was real all right. So real I went for a brief hike afterward just to test out the full foot effect. Worth it for sure! My feet felt so good I could have gone up Half Dome. (Ok, my knees did not work in harmony with this idea). So back I went to the Ascent Spa for my “thank you for presenting gift” of their Signature Firefall Body Treatment, which pays homage to the Yosemite historic firefall when parkgoers used to throw fires over the waterfall. A little dangerous, but I am on board to be a trendsetter for that spa treatment!
And we hope such delight lies in your future and budget. If you have been to spas lately, what trends are you spotting? Which trends do you HOPE kick in so you can take advantage of this booming industry? As for my sister and me, we hope our trend of presenting and teaching at such glorious places continues into the future. I want to be Spa-tacus. Yes, I’m Spa-tacus!
Can you really look 5 pounds thinner in less than 5 minutes? Get our free booklet when you enter your email in the box to the right. If you are already a subscriber, tell your friends. Friends don’t let friends age without sharing active advice.