SpaFinder Forecasts Global Spa Trends

1. AGING RAGING

Baby boomers are the fastest-growing demographic in the world, and spas are showing more awareness of the needs of older spa-goers. Modeling after pioneers such as Canyon Ranch in the USA, many spas are now beginning to incorporate physiotherapists, chiropractors and osteopaths who focus on rejuvenation of joints, pain relief and mobility. Thermal bathing is also seeing a renaissance, particularly with this growing group, as the benefits of soaking - or santias per acqua - are rediscovered.

Forward thinking examples: Old Course Hotel and Spa in St Andrews has a Kohler Waters Spa, focusing on the health benefits of water. Escape Spa at the Chelsea Club has an experienced medical team specializing in physiotherapy and osteopathy.

2. ALL EYES ON ASIA

Asia has had a profound impact on the spa industry. Yoga, Thai massage, Ayurvedic medicine and acupuncture are staples on many spa menus, and the "Zen" nature of Asian design can be seen in spas worldwide.

Now a powerful new story is unfolding - the explosive growth of hotel/spa development within Asia (a market of 4.1 billion people), especially within the two fastest-growing world economies, China and India. These markets are developing at breakneck pace, unleashing massive opportunities for hotel/spa development. Asia-Pacific has the largest number of spas and hotels under development of any region in the world, and by 2015, China will have 100 million outbound travelers, many seeking a luxury break that includes a Westernized spa experience.

Keep your eye on: Starwood Hotels & Resorts, 60+ hotels in China and 86 in the pipeline; Marriott International, 89 new hotels in India by 2015; Mumbai-based Taj Hotels, Resorts & Palaces, 47 luxury resorts in the pipeline.

3. A PINCH OF SALT - SALT ROOMS AND SALT CAVES

Healing traditions that involve basking in salt caves or water may be centuries old, but they are truly coming of age in some of the most modern spas. The benefits to skin, breathing and rejuvenation are making salt therapy (halo therapy) one of the hottest trends to watch. Clinical trials reveal salt is beneficial for respiratory illnesses like asthma and skin conditions such as acne and psoriasis.

Spas are finding stylish new ways to recreate the natural salt cave microclimate, infusing salt and negative ions into the air. Some examples have encrusted, stalactite-drenched grottoes (comprised of tons of imported Himalayan salt crystals) or have created hyper-modern rooms made of sea salt blocks.

For a healthy dose of salt, see: The Salt Cave in London and Kent, Salt Therapy Spa in Dublin and the luxurious Chester Grosvenor Hotel Spa now has a salt grotto.

4. SPA BRANDWAGON

Traditionally the territory of standalone spas, the industry is moving rapidly in the direction of branded experiences. 2011 will be a watershed year for franchised/branded spas, as consumers seek the consistency of treatments they know and love, and major players expand into new markets.

From the cool, urban Bliss or Exhale to the eco-luxury of Six Senses, or the lavish opulence of Mandarin Oriental to Mandara's more affordable Chevana brand, look to see a brand new world of spa lines going global and offering consumers a consistent experience wherever they travel.

Brands on the move: Bliss Spas, 21; Champneys, 12; Dove Spas, 12; Sanctuary, 2 (with 4 opening in 2011; Spa L'Occitane, 40-plus.

5. DEALS GONE WILD

Gone are the days when coupons were unfashionable things people snipped out of the newspaper and spas wouldn't think of using the term "deal." Online group-buying deals have burst onto the global scene, and the old-fashioned 'deal' has morphed into a hip online industry. With spa and wellness deals a mainstay of generic sites like GroupOn, it's a sure sign that spa-going has achieved mainstream traction.

6. THE SCIENCE OF SPA

Is there scientific proof that massage reduces stress? Are mudpacks and mineral-baths medically proven to alleviate pain? The answer, in many cases, is increasingly "yes". Get ready for a new era where more questions about the effectiveness of spa therapies will be asked, as the emphasis on the 'science behind spa' heats up.

The New York Times reported on a Cedars-Sinai (Los Angeles) study revealing that a 45-minute massage resulted in a significant decrease in stress hormones, while boosting immunity. And an American Journal of Physical Medicine & Rehabilitation article documented the positive effect of mudpacks and mineral-water baths.

With more medical professionals embracing integrative/alternative medicine, expect clinical studies to accelerate.

7. HYPER-LOCAL SPAS

A current trend that complements the move toward branded spas is the desire for authenticity and immersion in the traditions and elements of a spa's local environment. Locally sourced fruits, herbs and honey are grown on site, and then dished up in both meals and in spa treatments. Even the well-known branded spas are sure to reserve a portion of their services for locally infused treatments, as consumers look to take advantage of the diversity of their surroundings.

Think: Hay Barn Spa in Gloucestershire, Titanic Spa in Huddersfield and Senspa in the New Forest.

8. EXTREME BEAUTY: SPA EDITION

Beauty-seekers are taking treatments to the max. We are far beyond Botox® - stem-cell facials and plasma therapy (yes, that's where blood is drawn and re-injected) are new buzzwords.

But let's also look at extreme pain, people are tolerating more and more as long as it delivers results. Derma-rolling hurts, chemical peels can be uncomfortable and the zapping of lasers is no picnic. Then there are boot camps, Rolfing and Bikram yoga, where pain meets pleasure. Even organic and natural products are being taken to the extreme, with raw food cuisine gaining popularity during intense detox retreats.

9. SPA IN A NEW YORK MINUTE

"In a New York minute" is jargon for how things move faster in hectic New York City. It's also the name of a suite of mini (15- to 30-minute) spa treatments (designed to be performed simultaneously by multiple therapists) at the new Auriga Spa at The Setai Fifth Avenue (NYC). In our stressed-out, 24/7 world, we seem to be morphing into New Yorkers. The spa industry is responding, helping people spa anytime and offering "sample" and simultaneous treatments.

Suddenly, a 9pm closing time is the new spa norm and 'open late' now means midnight, 2am, or all night. In London, Lost in Beauty's 'after-hours beauty club' performs everything from threading to massage as late as its customers want. The trend is also towards earlier.

10. SURPRISING SPECIAL EVENTS

Increasingly, spas are developing distinctive specialty programs to draw patrons seeking a unique group experience. While destination spas have been offering yoga and healthy cooking weeks for years, retreats now span everything from a high-flying 'Trapeze Experience' to a creative jewelry-making class to the more sober and grounded gathering for survivors of loss. We expect this trend to flourish in the coming year, as spas and resort destinations find creative new ways to prove that unique is indeed spa chic for the savvy consumer.

Examples: Chocolate spa treatments at the Elms Hotel in Worcestershire during National Chocolate Week, Champneys 2-day retreats with a happiness expert and walking spa breaks at Ragdale Hall.

Article source: Cosmetic News Portal Cosmetic News Portal - The leading online magazine for the Cosmetic, Beauty and Skin Care markets" together with an active hyperlink back to our website.

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