LEXINGTON, Ky. – It’s tough to keep up with the latest trends when
everything from vampires to Snuggies is on the cultural radar. The
International SPA Association makes it easy for you to stay up-to-date
with the latest spa trends for 2010. Forecasts for the coming year
prove one thing – a healthy lifestyle never goes out of style.
“Since the economic downturn, the consumer is more educated than ever
before when it comes to value and investing in themselves,” said ISPA President
Lynne McNees. “They expect a return on their investment, and they
aren’t falling for any tricks or gimmicks. They want tangible results and
information that will improve their quality of life.”
Through industry research ISPA has pinpointed the following spa trends
Social Media – Perhaps you’ve heard of a little Web site called
Twitter? It’s helped to bust open the doors on a marketing revolution,
and spas are leading the way. Now, it’s easier than ever for spas to offer
up-to-the-minute deals by tweeting or posting a Facebook message. Cancellations
are no longer a problem when you can re-book an appointment instantly.
In fact, Ad-Ology research shows that 57 percent of 18 to 24 year olds
and 48.5 percent of 25 to 34 year olds say social media influenced their
choice of a hair salon or day spa. Check out which innovative spas
Customer Service – Consumers are more aware of every penny spent,
and with that comes higher expectations on the level of service they receive.
Spas are responding by providing exceptional service and making each visit
a customized experience for the guest. In fact, 87 percent of ISPA member
spas are utilizing customer feedback mechanisms to ensure they’re exceeding
consumers’ needs. And, 48 percent of ISPA member spas have implemented
customer loyalty programs, allowing them to offer discounts or rewards
while incentivizing frequent visits to the spa.
Spa Sampling Menu – Just like ordering tapas at a Spanish restaurant,
now you can order up a sampling of spa treatments to try out. These
mini services at lower price points are popular ways to get a taste of
treatments offered at many spas. With 46 percent of ISPA member spas seeing
an increase in shorter (30 minutes or less) treatment bookings, and 86
percent offering shorter treatments, it’s the perfect recipe for consumers
seeking small treats to help lift their spirits.
Preventive Care – Wouldn’t you rather go to a spa now to learn how
to manage stress then end up in a doctor’s office a few years down the
road? According to the World Health Organization, by 2020 the top five
diseases will all have the underlying contributing factor of stress.
Spa treatments like massage, acupuncture and meditation have been proven
to aid in stress reduction and recovery time for pre and post-op patients.
Spa Partnerships – Spas are becoming more accessible through partnerships
with established franchises, hotels and local businesses. Recent
pairings like Murad Inc. and Massage Envy will allow consumers to enjoy
the benefits of a total spa experience for an affordable price. Forty-six
percent of ISPA day spa members partner with local businesses to incorporate
spa into their workplace. Popular partnerships include: developing
wellness programs at local hospitals, accommodating guests at local hotels
without spa facilities and service discount trades between spas and local
Cell Phone Applications – There’s definitely an app for that! Spa-ing
is easier than ever with the convenience of doing it from your cell phone.
The Four Seasons’ app allows you to browse spa services and check room
availability for your next stay. The Hot Springs and Spa Finder – California
app will guide you to road-side soaks, spiritual retreats and commercial
spas. Plan a spa vacation from anywhere with Tripology’s app. The
Find a Spa app detects your location and displays search results for spas
in your proximity.
Giving Back – Spas are offering promotions and free services to
people who serve the community such as teachers, hospice workers and military
personnel. Some spas are teaming up with local hospitals and providing
wellness education to help educate consumers on the spa lifestyle. Community
outreach is a great way to generate business and show how easy it is to
incorporate spa into your life.
The Millennials Take Over – This group now outnumbers the baby boomers,
and they are flocking to the spa. They grew up in a culture where
taking care of themselves, learning proper grooming techniques and leading
a healthy lifestyle were not options, but the norm. Born during the
exercise craze of the 1980s, they were the first generation to watch as
their parents began turning to spas through the 1990s, when spas experienced
significant growth. Spas are reaching Millennials through social
media outlets and they are reaping the benefits.
Simplified Spa Menus – Everyone is cutting back and spa menus are
no exception. You’ll notice fewer treatment options because spas
are focusing on the core of their business – results-oriented treatments.
No-frills treatments that offer a return on investment are what the consumer
is demanding. The No. 1 spa treatment that people seek out world wide is
massage because of its healing and stress-reducing benefits. And,
the No. 1 reason people go to the spa is to relieve/reduce stress and relax.
About the International SPA Association
Beauty Rest – Catching some zzz’s has never been harder in our sleep-deprived
society. The spa makes rest a priority by offering treatments targeted
to get you some shut eye. You can actually book time to sleep at
the spa or stay after a treatment to nap when you’re feeling relaxed.
ISPA is recognized worldwide as the leading professional organization
and voice of the spa industry. Founded in 1991, ISPA advances the spa industry
by providing invaluable educational and networking opportunities, promoting
the value of the spa experience and speaking as the authoritative voice
to foster professionalism and growth. More details on ISPA are available
Spas are places devoted to overall well-being through a variety of professional
services that encourage the renewal of mind, body and spirit.