Spa Trends for 2009

SpaFinder Magazine has recently released their predictions for the spa industry in 2009. Everything from energy medicine, medical and spa tourism, and spas going even greener. Here are just a few of their top 10 predictions for 2009.

Energy Medicine – terms like ‘qi (chi),’ ‘prana,’ ‘chakras’ and ‘doshas’ have been used in the spa sector, and the healing arts associated with them have been practiced in Eastern philosophies for centuries.  The emphasis is on clearing imbalances in a body’s energy field to promote healing of body, mind and spirit. Interesting spa examples are emerging, such as bite-size doses of energy medicine along with traditional massage at properties like Conrad Maldives Rangali Island; the extensive use of visiting consultant-‘practitioners’ at Thai resorts like Trisara, Chiva-Som and the new Six Senses Destination Spa Phuket; Canyon Ranch Resorts’ ‘Healing Energy’ menu and Jin Shin Jyutsu, which is said to balance energy pulses via a practitioner holding various energy ‘locks.’

Casinos & Spas -  When the Golden Nugget first put a luxury spa in in 1980, it was considered to be a big risk. Now, the new Canyon Ranch Spa Club at the Venetian Resort Hotel Casino has expanded to 69,000 square feet and 90 treatment rooms, making it the largest spa in the world.  Across town, the new Fountainebleu Hotel & Casino (slated to open in fall 2009), promises a 60,000 square foot Lapis Spa, reportedly one of the most expensive ever built. In keeping with the over-the-top luxury of the original Miami Beach site, they plan spectacular water features, including an experiential ’rain tunnel’ with steam mist and penetrating water jets, mineral bathing areas, and gender-specific spa areas for men and women.

Medical and Spa Tourism  – The line between spas, medical spas and hospitals to become ever more creatively blended. The era of the ‘spa-spital,’ with consumers traveling wherever they want, to access the services they want, need, and can afford, is here. Crises within the traditional health care system (skyrocketing costs, millions of uninsured); the rise, with the Internet and globalization, of a more consumer-centric model revolving around increased choice and price transparency; and fluctuations in international currencies opening up attractive new markets, even within the U.S. means that whether people are traveling between countries, within countries, r even in their own region, consumers are seeking lower prices and cutting-edge medical/wellness offerings…and spas are right smack in the middle of it all.

Eco-Embedded Spas: A Deeper Shade of Green – In 2005, SpaFinder coined the term “eco-spa”, and in 2007, they noted that the eco-spa trend had shifted from being industry- to consumer-driven.  Spa-goers were demanding a meaningful, aggressive environmental position from spas. And in 2009, the eco-trend is going in a new direction – call it spa environmentalism 2.0 -  the ‘eco-embedded spa.’

By ‘eco-embedded’, the trend is going further and is expanded beyond just the green initiatives. The eco processes are quietly being emeshed throughout the entire spa.  While the spa consumer skews very green, consumers in general are feeling some serious “green fatigue” and “sustainability stress”.  So, from here on out, there will be no more loud and superficial greening of the spa. Instead things will simply… happen and spa goers won’t see the overt gestures.

The examples are endless: At El Monte Sagrado Resort in New Mexico the property is heated and cooled 100% geo-thermally. Rancho La Puerta serves cuisine from its organic farm, and embeds exclusively organic products (from cleaning supplies to spa products) throughout the resort, and at Six Senses in Thailand,  guests can eat all of the resort landscaping.

Mindful Spending – We all know that we’re facing a complicated economy this year. The concepts of “daycations” and “spacations” to move from mere vague catch phrases to realities. Not only are the discount spas going to increase in popularity, the luxury spas are going to be required to demonstrate why their services are worth the extra outlay.

Brands, Brands, Brands – With almost 72,000 spas around the world, the casual spa-goer can’t tell the difference between a Mandarin Oriental Spa and a Shangri-La Spa. A spa that establishs and broadcasts a truly unique brand identity will enjoy a powerful competitive advantage, and should attract more guests at a time when consumer budgets are under pressure. SpaFinder uses Shangri-La’s Chi Spa brand as their example of successful branding:  signature elements are incorporated throughout their spas, and are still retaining enough uniqueness at each property to make every Chi Spa a new – and yet familiar – experience. Their approach features “Five Element” pre-treatment evaluations; bold, red-colored décor; and “spa within a spa” treatment rooms complete with changing rooms and showers.

For the rest of the trends and predictions for 2009, check out Susie’s Spa Beauty Blog or the full press release from SpaFinder.

(image source: Newscom.com)