10 Spa Trends & How to Capitalize on Them

Travel sellers who stay on top of trends in the spa industry will be one step ahead when it comes to maximizing their spa and wellness sales, according to Susie Ellis, president of SpaFinder, a marketing firm for the spa and wellness industry.

SpaFinder’s 2013 Top Global Spa Trends Forecast spells out the trends expected to shape wellness travel in the year ahead. The forecast is partially based on a survey of travel agents in SpaFinder’s database.

Travel Market Report talked with Ellis about those trends and how agents might capitalize on them.

While some of the trends may be “predictive,” or may not seem to have a direct impact on agent sales, travel professionals who are aware of them can convert their knowledge into bookings and satisfied customers, Ellis said.

Trend #1. Healthy hotels
Hotels are embracing fitness with more spas, healthy meal choices, healthy kids’ menus and more. The reasons include increases in chronic diseases, health care costs and health-focused travelers. Examples: MGM has Stay Well Rooms, and Westin offers walking/jogging maps at every hotel.

Agent tip: “If agents know that a guest can get exercise clothes at a Westin, that could be a real plus in satisfying a client.”

Trend #2. Mindfulness massage
This is part of an overall move toward mindfulness, which addresses the well-being of the body and mind through relaxation and exercise. Driving this trend are brain research and surging stress levels.

Agent tip: “The word mindfulness might be one that agents hear more and more from clients, and they should be able to discuss it knowledgeably.”

Trend #3. Earthing
This trend involves connecting with the Earth’s surface through more natural experiences. Fueling this trend is “nature-deficit disorder,” because so many more people live in cities. This has resulted in barefoot spas, raw wilderness spas and unique lodging experiences such as tree houses.

Agent tip: “The thing to know here is that travelers really want to get out into nature whenever they can, and agents who can find great natural settings will be helpful to those travelers.”

Trend #4. Spa-genomics
This trend stems from medical advances in being able to prevent diseases through gene testing and knowledge. The future is personalized treatments based on genetic profiles. Destination and medical spas are leading the way in this area.

Agent tip: “While a client might not necessarily want to do this, they may be interested to know there are lot more measurements that can be done and that their health situations can be improved by visiting a wellness-oriented resort or spa.”

Trend #5. Authentic Ayurveda and other ancient revivals
This trend is all about looking for authentic versions of treatments and approaches that have been available in a less traditional form. Driving this trend is all the information available online, which encourages people to seek out the authentic and the ancient.

Agent tip: “It’s good for agents to know the basics – like that Ayurveda was born in India. People simply want to know more about these things. And there could be travel opportunities: Ayurveda in India, traditional medicine in China; massage in Thailand – as well as culinary options.”

Trend #6. Color self-expression
This involves cosmetics and beauty – including body and face art. Ellis said there may even be tattoo spas at some point.

Agent tip: “This might simply be a case of agents knowing what’s going on in the spa world.”

Trend #7. Inclusive wellness
A growing number of disabled people are going to spas and wellness centers seeking relief and improvement.
 
Agent tip: “Travel for the disabled has long been a market, but the explosion of wellness creates important new opportunities to qualify clients and then find the right spa or wellness center for them.”

Trend #8. Label-conscious fitness
There are many health and wellness brands now, including CrossFit, Pilates, Bikram Yoga, Hard Candy Fitness (founded by Madonna), SoulCycle and others. It’s all part of the exploding global pop culture and the fact that branded fitness can be lucrative.

Agent tip: “Knowing brand names can help clients feel less intimidated about choosing a place. When we researched this, we were blown away by how many brands travelers were aware of.”

Trend #9. Men going for “Brotox”
While men have been going to spas for years, they are now looking to spas for different things – including cosmetic treatments and even procedures. And there are more spas that are for men only.

Agent tip: “Men in a competitive work market feel there is an advantage to looking well and feeling young. It’s not simply vanity. Agents should be aware of that as a potential sales angle.”

Trend #10. Job growth
The industry is growing robustly, and a career in spa will be a good one as hotel schools increasingly offer an education in the field.

Agent tip: “This should demonstrate to travel professionals that it would be wise to specialize in spa and wellness as that industry grows. There are a number of travel niches within spa and wellness – like wellness tourism – that agents would be wise to consider.”