The shape of things to come

Following a lengthy period of on-off lockdowns, the spa client has changed. Kieran Read gets the lowdown on spa treatment trends from some leading spa executives from around the world

Even before the pandemic, exciting advances were being made within the spa industry. Now, where standing out from the crowd is more important than ever, these trends have become more vital. We got the lowdown on the ones set to shape the spa market in 2021 during the World Spa & Wellness conference online in March, where leading spa experts from around the world gathered virtually to share their innovations, and the trends to watch in the future. This culminated in an in-depth white paper outlining the changes spa managers need to make this year to thrive in a changing market. Here are some highlights:

1 Touchless experiences

Self-guided treatments – Tina Seetaram, spa, wellness and boutique manager, Tamassa Resort in Mauritius, has hour-long DIY treatments with pre-equipped amenities and a 15-minute pre-treatment initiation based on each guest’s health questionnaire. The Accor group similarly introduced Self- Guided Thermal Journeys. Both noted the lower labour cost model as a benefit.

Wellness is no longer confined to the spa and can now be seamlessly incorporated into a guest’s entire stay

In-room innovations – Wellness is no longer confined to the spa and can now be seamlessly incorporated into a guest’s entire stay. In-room innovations include sleep-aiding acupressure point cards (seen at Ritz Carlton, Vienna, Austria), Technogym bags, and mindfulness videos available through guest televisions (at RoccoForte Spas, Italy).

Incorporate your surroundings – Entre Cielos Luxury Wine Hotel & Spa in Argentina now offers touchless guided walks, which incorporate QR codes that provide information on its award-winning gardens of native plants, as well as the Vita Parcours exercise circuit around the property. Farris Bad Spa in Norway uses the healing properties of its water springs, as well as local art galleries, forests and beaches. JW Venice Spa, Italy, has capitalised on its private-island status by moving many activities outdoors, rebranding the experience as ‘escape from the everyday’. professionalbeauty.ie

2 Marketing personalised experiences

Isolated treatments – At MYSPA and Espace Beaute in France, only eight guests are allowed in at a time and are treated in separate cabins. For Seaham Hall, UK, several relaxation areas have been refurbished, including individual water beds with floor-to-ceiling drapes, which spa manager Amanda Hardy says allow a “deep state of relaxation without fear”.

Customisation – Anna Coelho, director of spa, RoccoForte Spas Italy, noted the importance of matching the guest with the right therapist, and allows the guest to choose who they are seen by when booking. Meanwhile, JW Venice Spa has introduced freedom over music choice during treatments, massages or activities.

Mental wellbeing – Hardy is focusing on mental health at Seaham Hall as a means of enriching the spa visit, offering guests supplementary sessions from an in-house hypnosis expert. Additionally, two team members completed a Level 2 mental health course over lockdown, meaning a more professional ability to deal with personal issues if raised.

3 Recovery and immunity-based treatments

Injury recovery – Both Emlyn Brown, global vice-president, wellbeing, at Accor, and Seaham Hall’s Hardy predicted a surge in movement and fitness recovery following the pandemic, and are planning to implement injury clinics and body assessments through in-house experts.

CBD oil – This is an international market that has been rapidly growing for years. Many spa managers, such as Madeleine Colling at Canvas Aesthetics in South Africa, are incorporating pure CBD oil into their spa treatments and massages for its proven wellness benefits.

Preventative wellness – Tamassa Resort has increased its focus on preventative wellness, with initiatives including Grandma’s Garden, consisting of over 50 types of beneficial plant, having recently collaborated with a local entrepreneur who has added 24 varieties of local tisane.

Coelho of RoccoForte Spas Italy is preparing for an increase of staycations and daycations, specifically offering discounted rates and dining offers for locals

4 Targeting local markets

Staycations – Among others, Coelho of RoccoForte Spas Italy is preparing for an increase of staycations and daycations, specifically offering discounted rates and dining offers for locals. For Tamassa Resort’s Feel Home, Feel Safe campaign, the new two-day ‘staycation journey’ focuses on mental and physical wellness.

Local partnerships – Ritz Carlton, Vienna, partnered with non-competitive local businesses, such as high-end hair salons, to build a more robust customer relationship management (CRM) strategy. Meanwhile, Seaham Hall partnered with the local trust to target the East Durham community.

Office wellness – Tamassa Resort has introduced after-lunch breaks, where co-workers from local companies are offered a five-hour spa and wellness experience at affordable prices with a 10-person minimum. Kempinski Hotel, Oman, has also offered corporate gym and pool memberships by sharing newsletters to local HR offices, achieving a reach of over 6,000.

This is just a few trend snippets from the World Spa & Wellness white paper on the future of spa and wellness: the spa manager’s guide to navigating Covid-19 with best practices from around the world. You can download the full in-depth report, which covers key topics, including how to care for and motivate spa teams, and bringing guests back safely and happily, at professionalbeauty.co.uk/wswwhitepaper.