to human wellness.”
So why did it happen this year? “I
think we are reaching a tipping point,”
comments McCarthy, “driven by several
factors, including increasing data privacy
concerns, greater divisiveness in politics
and increasing mental health issues.” Spa
goers are increasingly worried by the
darker side of technology usage—cyber-
bullying, “Insta-Envy,” frequent data
breaches—and are seeking respite at spas.
Google Trend searches for terms like
“mindful,” “purposeful” and “digital
detox” show how widespread interest in
these concepts has grown consistently
over the past several years, before spiking
this summer. As a spa professional, digital
detox presents an incredible opportunity
to tap into a powerful consumer trend—
one which will only continue to grow
alongside technology’s expanding role in
our lives.
Many ISPA members have already
made their spas tech-free environments,
whether for privacy reasons or for guests’
benefit. One ISPA member, responding to
a recent Snapshot Survey on the topic,
highlighted how they explain to guests
that “to deliver exceptional service, we
need their involvement and attention,”
which means leaving their phones behind.
In essence, they turn a negative (no
“i think in the
future, all spas
will offer these
kinds of services.
taking a break
from technology
may become
one of the
primary drivers
for consumers
to visit spas.”
— JEREMY McCARTHY, Group Director of
Spa & Wellness, Mandarin Oriental Hotel Group
technology) into a positive (better
service).
In that same survey, 47 percent of
respondents said that guests are frustrated
by technology restrictions in spas; yet, 78
percent of respondents also said that
guests appreciate those restrictions. If you
can help guests move past that initial
discomfort, they quickly see the merits of
staying away from the screen. The name
of the game, then, is educating spa goers
and being purposeful in how you incor-
porate digital detox into your spa. ISPA
members have had success by posting
clear signage throughout their spas, clearly
communicating their policies upon check-
in and incorporating a “digital detox”
clause into their spa’s mission statement
or values.
To take further advantage of the
interest surrounding digital detox, program
special events or unique experiences to
draw guests in. Mandarin Oriental Spas
annually host a Silent Night—fittingly
enough, the event is in December—in
which guests enjoy a totally silent and
tech-free spa: no talking, no music, no
cell phones.
No matter who I talk to in the spa
industry, all agree that digital detox will
play a significant role in spa over the
coming years. It’s so prevalent in our
industry that it’s even brought up
elsewhere in this trends-themed issue of
Pulse. The need to disconnect isn’t only
felt by spa goers, but also by spa
managers and directors worldwide. An
always-on business world means that
we’re all under pressure to constantly
check email throughout the day. Engaging
with new concepts of digital wellbeing,
then, isn’t just good for your spa’s bottom
line: it’s also good for you. n
THE BENEFITS OF DIGITAL DETOX IN SPAS
Mandarin Oriental Hotel group has been a pioneer in systematically implementing digital detox awareness into the culture of
its spas, having launched its global Digital Detox Initiative in 2016. I spoke with Jeremy McCarthy, group director of spa &
wellness for Mandarin Oriental, to find out the three biggest benefits of incorporating a tech-less culture into a spa.
1.
“Guests become more aware of how consuming their relationship with technology has become.” To get perspective, you
have to be at a distance. Spending time away from screens and social media allows guests to more fully understand the
nature of their relationship with the technology in their lives.
2.
“Guests realize that the time spent on technology might not be as beneficial to their life as they had imagined.” Working
with spa goers on being mindful and present can demonstrate to them how to take back the time they feel they’re losing
on technology.
3.
“Guests make great connection with the other people they’re with.” The less time spent on the phone, the more time your spa’s
guests will spend bonding with other guests and spa staff. And while human connection has a therapeutic benefit all its own,
connecting deeply with service providers also improves guests’ perception of your customer service.
December 2018
■
PULSE
37