also been growing. The spa industry has
seen tremendous growth in the “experi-
ences” category over the past year, and
it’s likely to continue into 2019.
Increasingly popular are shared experi-
ences which allow guests to connect with
each other, and several ISPA members
anticipate seeing growing demand for
these types of shared services going
forward, especially in the resort sector.
Several of the 2018 Innovate Award
winners’ submissions, representing the
leading edge of spa, were based around
themes of connection, immersion and
purposeful time away from tech. Popular
experiences that spas are offering to
disconnect from tech include nature-based
experiences and outdoor activities, as well
as treatments that integrate practices such
as sound therapy.
3.
GET CREATIVE
WITH BENEFITS
It’s no big surprise that the spa industry’s
tight labor market is frequently named as
a hot topic for 2019. The ISPA 2018 U.S.
Spa Industry Study found that there are
over 38,000 open positions for service
providers and management in the U.S.
alone.
In addition to difficulties finding
qualified talent to staff spas, the desires
“What I have
seen is not a need
for more or newer
technology, but a
need for a space
that exists absent
of technology.”
— SIMON MARXER,
Group Director Miraval Resort & Spa
and interests of new spa industry
workers are expected to continue
shifting in 2019; this affects both hiring
and retention. “More and more, thera-
pists and prospective new hires are
interested in flexible work schedules and
a healthy lifestyle balance,” says Kate
Morrison of Ojai Valley Inn & Spa. It’s
recommended that spas look beyond
salary and traditional benefits, such as a
health insurance, to attract talent.
Member spas have reported successfully
leveraging spa discounts, free spa days,
flexible hours and support for profes-
sional development to help them attract
and retain new employees. ISPA
suggests taking a look at the entire
package, from the smallest rewards to
the most fundamental elements of
compensation, to see if there are any
holes to be filled.
The push-and-pull between
contractor labor and full-time labor will
likely continue in 2019, although the
particulars depend greatly on the
location, status and ethos of a spa. At
Four Seasons Resort Lana’i in Hawaii,
liability concerns prompted the spa to
begin offering only traditional employer-
employee relationships. However,
according to Spa Director Shaw Cote,
“this is in conflict with the
overwhelming trend with salon workers
preferring the wage and scheduling
advantages of the contractor route.”
Again, it seems as though the growing
desire for flexible work hours and a
healthy work/life balance will be a trend
to watch in 2019. n
MENU DESIGN
Like many things in spa, the menu design
trends to watch in 2019 are curation and
minimalism. In contrast to a decade ago,
customers desire a more cultivated
selection of treatment options. What’s more,
with per-treatment spending continuing to
rise year-over-year, customers are willing to
shell out for longer, more involved treat-
ments or treatment combinations.
Several of the 2018
INNOVATE AWARD WINNERS’
submissions,representing
the leading edge of spa,
were based around themes
of connection, immersion
and purposeful time away
from tech.
46
PULSE
■
December 2018