From sprawling tropical resorts to city/business properties, hotel designers and marketers have been reinventing their onsite spas to offer guests new, innovative experiences, unplug from everyday life and completely relax.
According to the International Spa Association’s (ISPAs) September, 2014 Spa Industry Study, spa visits reached an all-time high in 2013 — 164 million. That’s a 2.5 percent increase over 2012, with total spa revenue rising to $14.7 billion
As many hotels are considered “destination spas,” two distinctive trends have emerged recently, attracting new hotel guests as well as seasoned spa-goers who are seeking a way to enhance their spa experiences.
Wellness and health:
Today, spas are becoming more about physical and mental wellness. Guests are seeking ways to improve their lifestyle, as opposed to simply spending a fun afternoon being pampered. For example, the luxurious Four Seasons Westlake Village Hotel near Malibu, California is home to a comprehensive menu of spa services, with a medical facility featuring alternative medicine, dentistry and “life balance” services. This hotel also has a complete nutrition program (with healthy cooking classes) that complement the its spa offerings. Yes, guests can still book facials and massages, but the offerings extend to long-term health and the overall emphasis is placed on everyday wellness.
Hotel spas and wellness centers are embracing their immediate surroundings and creating packages and services to introduce local and healthy ingredients to guests. For example, the Westin Kierland Resort & Spa in Phoenix offers a number of facials, massages and other treatments using lotions and serums made from agave, the indigenous plant that is known for a multitude of health benefits.
At Stowe Mountain Lodge in Stowe, Vermont, guests can enjoy treatments inspired by nature, the four seasons and the lush green mountains. On the west coast, the Carneros Inn in Napa, CA, allows spa-goers to experience holistic services, featuring grapes and grape seed, such as the Chardonnay anti-oxidant wine therapy facial and the grape seed glow facial massage.
As hoteliers continue to struggle to engender loyalty from price-sensitive consumers, creating unique spas, F&B outlets and other compelling onsite experiences will help differentiate their properties and increase direct bookings.
Tambourine uses technology and creativity to increase revenue for hotels and destinations worldwide. The firm, now in its 33rd year, is located in New York City and Fort Lauderdale. Please visit: www.Tambourine.com