MEMBER PERSPECTIVES
“Our guests are seeking and expecting more
from spa services. They want to leave a
massage with a connection; they’re looking
for a spiritual or personal experience.”
— SAMANTHA COOPER, Spa Director, Canyon Ranch Lenox
they are visiting,” and one way to do that is through
authentic products that tell a local story.
Connection and Community
One of the biggest trends observed by the 2018 Innovate
Award-winning spas—and one that’s one of the largest
macro-trends in the spa industry—is a consumer push for
greater connection, both to the people around them and to
the spa community. More specifically, many spa-goers are
seeking a stronger sense of community with their particular
spa and are identifying more and more with the values
A desire to connect with others was a common theme experienced by spas in 2018.
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espoused by it. “Our guests are seeking and expecting more
from spa services,” opines Cooper from Canyon Ranch. “They
want to leave a massage with a connection; they’re looking
for a spiritual or personal experience.”
Furthermore, this trend is affecting all aspects of wellness
and hospitality, according to Cote: “Shared experiences are a
huge trend at our resort, not only in the spa.” Half of their
treatment rooms are large enough to accommodate couple’s
massages, treatments and facials, which are hugely popular at
the Hawaii resort. In response to this increased demand for
shared experiences, Four Seasons Resort Lana’i updated their