Pulse March 2019 - Page 53

Recent industry partnerships have begun to bring spa onto planes themselves. P: What do you think of the spate of recent partnerships between airlines and spas, such as Singapore Airlines’ recent partnership with Canyon Ranch? B: i think it’s great. it’s a huge plus to have healthy food in-flight, and i think the stretches are a fabulous idea. i think it’s a win-win for both of them. Singapore airlines is one of the best airlines i’ve ever flown on, so i think it’s really great that canyon ranch went with them because they’re really dedicated to service. i think it provides a big brand boost to Singapore airlines, although i don’t know if canyon ranch’s benefit is as big. and i think this sort of collaboration could clearly go mainstream and go on shorter flights, like a four-hour flight where you get a meal. That’s still a fairly long time. i think a lot of people would participate in that. P: What do partnerships like these mean for the spa industry? B: it’s just one more step that the spa industry has taken into a totally mainstream part of the american culture. Spa is a word that sometimes doesn’t have the most positive connotation, because it’s been overused. But the concepts of taking care of yourself, and wellness, nutrition, mind, body…those have all become a part of our culture. many asian cultures have known this for a long time—i think of people doing tai chi in a park—and we’re just now catching on. i think eventually the word “spa” might even go away, just because so many people have different under- standings of what “spa” means. you could have an amazing experience in the wilderness and have a massage by a river; you’re getting a spa experience, but you’re outdoors. it’s about the full wellness of the mind and body, in whatever shape that takes, whether that’s within four walls, outdoors or on a plane. i think that’s really cool that we’re there now, because we weren’t twenty years ago. i don’t think airlines saw the value in it twenty years ago. n march n PULSE 2019 51