Spa Travel: The New Family Vacation

Spa vacations are increasingly a family affair.

Destination and resort spas are marketing to families with teens and even younger children with dedicated facilities and services. For agents, that means new opportunities to sell spa vacations as an option that appeals to every member of the family.

Spa generation
That spas have evolved into a family-friendly phenomenon doesn’t surprise SpaFinder Wellness, Inc. president Susie Ellis.

“Spas became very popular with baby boomers and that’s a huge demographic,” Ellis said.

“What’s interesting is that the parents of baby boomers are not spa-goers. But the kids of baby boomers grew up seeing their parents going to spas. That’s helped it evolve into something that families do together these days”

Not just for women anymore
The transformation in spa-going from a primarily female pursuit to one for the entire family didn’t happen overnight though.   

“I started noticing the trend as my daughter turned 14 and I realized I could bring her to places such as Canyon Ranch,” said Stephanie Durst, a spa and wellness travel specialist with Syosset, N.Y.-based Protravel International, a Virtuoso agency.

“Then we started doing mother-daughter spa visits,” Durst said.  

The wellness factor
Fueling the family spa trend is the growing interest in wellness travel.

“The wellness aspect of spas has become super important. They’re no longer seen as simply a place to be pampered,” said Ellis.

“Spas can be places for healing, finding balance and well-being. That’s something that appeals to every generation,” she added.

Health conscious
Teens especially are tuned in to the wellness message, and agents should keep that in mind when searching for travel options for their clients.

“Remember that kids today grow up learning about health consciousness in school. They are told not to smoke or drink and to eat healthfully. They’re growing up much more aware and concerned about the body and mind,” said Durst.

Shared experiences
Another reason families are choosing spa vacations is the opportunity they offer for shared experiences.

“Lots of clients are looking for something other than a week sitting on the beach,” Durst said. “They want to be active and engaged.

“The days of sending kids off to the video arcade for hours are over. It behooves agents to take a closer look at what a spa vacation can offer.”

Resorts respond
The fact that busy families view vacations as a chance to relax with — not away from — one another is one reason the spa at Aulani, a Disney Resort and Spa on Oahu, is so popular.

“Spas used to be very much adults-only. But things have really changed,” according to Lucia Amasio, the spa director at Aulani.

“Parents today are very involved in their kid’s lives and activities. It’s only natural that they want to enjoy spa experiences together,” said Amasio.

Teens rule
Teens are the demographic group with the most clout at family spas these days.

Top destination spas such as Canyon Ranch, Miraval and Golden Door welcome teens aged 14 and up.

Rancho La Puerta in the Baja California town of Tecate will soon host its third annual Family Week. The special program of activities focused on healthy living creates “a great bonding experience as families relax together, unwind and get pampered,” said a spokesperson for the spa.  

At Aulani, teens are pampered in their very own spa, which Ellis calls “the wave of the future.”

The Painted Sky Teen Spa at Aulani features a private entrance, DIY mixology bar for creating customized skin products, daily teen wellness events, and special facials, massages and other treatments for teen skin.

Never too young
Where teens go, pre-teens follow.

These days, pre-teens, toddlers and even infants can experience spa services. For that matter, spa treatments for expectant moms are also in high demand.

“Young girls start out with the fun manicure and pedicure sessions. Next thing you know they want facials and other treatments they see their mom or big sister getting,” said Durst.

And it’s not just young girls getting hooked on spa treatments.

The family suite at Aulani’s Lanawai Spa accommodates up to six people. Treatments include baby massage for parents and infants and lomilomi massage for ages five and up.

“Families go in and really make a connection. Boys come out of the treatment room and tell me it was better than the water slide. They can’t wait to come back,” said Amasio.