Less Products, Better Results
In terms of products and treatments,
Wati has seen an emerging trend of
those that cater to niche market
segments, such as products that are
vegan or gluten-free. “So while the
demand for organic ingredients
continues to grow, this emerging trend
presents an opportunity for even greater
product and treatment offerings and
specialization,” she says.
Mark, on the other hand, thinks that
there are opportunities for a wider range
of multifaceted spa products in the
future. “Think ‘wonder cream’—an allin-one moisturizer, wrinkle-reducer and
aromatherapy candle,” she says. “The
latest consumer trends seem to indicate
a tendency among guests to try to get
greater results in a shorter amount of
time using less number of products.
Tomorrow’s spas will need to be ever
more nimble, adaptable and customer
service-oriented to meet this wave of
rising expectations.”
Technology will continue to be a
driving force on how the spa industry’s
treatments will evolve. “It seems that,
lately, innovative technologies have been
emerging and evolving ever more rapidly,
dramatically changing the spa industry
landscape. More spa providers now offer
highly technical services, such as intense
pulsed light and new laser rejuvenating
treatments, which bring about dramatic
results in a short period of time,” Mark
says.
In addition, she expects more spagoers will spend less on luxury and
more on important and pervasive health
issues, like stress management. “It’s
important to note though that different
demographics (e.g. male, female, and
different age groups) differ significantly
in their preferences, so it’s very
important to tailor-fit your marketing
approach. For example, male spa-goers
want a process that is simple, userfriendly and offers fast results.
Millennials, on the
other hand, tend to
prefer high-tech
treatments,” she
says.
IRINA MARK
CEO • Caviar of Switzerland • City, State
Blurring the
Line
Mark believes that delineation between high-end day spas
and hotel spas will soon be blurred.
“The most interesting shift, in my
opinion, is occurring in the hotel spa
segment where hotel spas are now
actively attracting local clientele in
addition to serving hotel guests. I expect
the distinction between traditional highend day spas and hotel spas will fade
over time as the two segments reinvent
themselves to expand market reach and
maximize operational efficiency,” she
says.
Spa Réveil, for instance, is a good
example of an upscale day spa that
draws both hotel and local guests. The
spa was tapped by The Westin Hotel to
become a spa partner when the hospitality brand opened at The Domain, an
upscale shopping destination. “We are
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