Pulse January / February 2016 - Page 33

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 f ܝ[