Just as we’ve followed the runways from New York to Paris and Milan seeking the trends that will define year ahead, the powerful International Spa Association (ISPA) has had its finger on the pulse of the spa world to determine the very same thing. Earlier this week, ISPA released a list of the top spa industry trends they’ve identified for 2010. The recession has fueled the bulk of these predictions, but–good news– the trends definitely indicate optimistic approach to the coming year.
ISPA President Lynne McNees sets the tone: “Since the economic downturn, the consumer is more educated than ever before when it comes to value and investing in themselves…They want tangible results and information that will improve their quality of life.”
After reviewing the official trend reports, we present to you our Top 8 Editor’s Picks:
1. Offering a full body massage in 140 characters or less (Social Media)
Spas and wellness companies have been no small player in the social media revolution. Deals and promotions are announced via Facebook posts, and Tweets of customer service are helping spas stay competitive and relevant. Social media will continue to grow, most notably, as a way to educate consumers and bring the spa lifestyle mainstream.
2. “M/F” will now indicate Massage/Facial (Simplified Spa Menus)
Frills and frivolity are on the decline in most industries, as consumers seek basics and value more than ever. Fewer treatment options on spa menus speak to this trend, as tangible results are paramount. The most popular spa treatment is a basic massage, and the #1 reason people go to the spa is to relax and de-stress… why complicate things?
3. Spapas menus in partnership with local tapas restaurants (Spa Sampling Menus)
In a perfect world it would always be SPA WEEK®, with full, top-of-the-line treatments for $50 all year long. But in our non-perfect world spas have come to a happy medium, offering a bigger assortment of shorter treatments with prettier price tags. When a full hour breaks the bank, a 20- or 30-minute treatment has been proven to give customers just what they need.
4. In-house psychics and telepathy training for spa technicians (Customer Service)
Discressionary income is gold in this economy, and customer service is the only way to mine it. Exceeding expectations is the bare-boned minimum when it comes to survival of the spa fittest—in ISPA’s network, 87% of spas are using customer feedback mechanisms to ensure they are exceeding consumers’ needs, and 48% have implemented customer loyalty programs.
5. The advent of massage pills (Preventive Care)
According to the World Health Organization, in 2020 the top five diseases will all have the underlying contributing factor of stress. How stressful is that? It’s no longer just about “getting the kinks out”—spa-goers are smart people, working to beat the odds for years to come.
6. Spa technicians moonlighting as public school teachers (Spas Giving Back)
Not only are spas educating their communities about the spa lifestyle, they’re handing it out to those who serve it best. Teachers, hospice workers and military personnel are being rewarded with free and discounted services – you scratch my back, we’ll rub yours.
7. Speed dating massage parties (The Millennials Take Over)
Baby boomers once ruled the spa scene, but after years of being a wonderful influence on their Generation Y offspring, the tables are turning. Leading a healthy, fit lifestyle is hardly a decision—it’s hardwired. The generation has been well-educated, and spas will continue to reap the benefits as twenty-somethings turn into very-successful-somethings.
8. 1-800-Mattress to become Global Spa Summit Sponsor (Sleeping at the Spa)
Sleeping and spa-ing have a lot in common, so why not call up your spa and book a nap? Besides all the treatments being offered to help you fall asleep, you can now actually schedule a sleep session! Sleeping at night is so 2009.
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