ellness ” is a word that has fit comfortably within the world of spa for decades , but in the past few years , the general public ’ s awareness of and interest in wellness and concepts associated with it , such as selfcare and mental health , have only grown . The COVID-19 pandemic is an obvious factor in that increase , but no matter the cause , people seem to have adopted wellness as an area of focus as they look ahead . Recent ISPA consumer research indicates that looking after mental wellbeing is an important part of the daily routines of 80 percent of all respondents . Two-thirds of respondents said the same about spending time on self-care activities .
The corporate world has responded in kind , with businesses from Wal-Mart to Apple to Amazon launching new products and offering new services intended to assist customers and employees alike in achieving greater levels of mental and physical wellness . So , although spas may not be new to the wellness party , so to speak , they may now find themselves engaging with guests who increasingly view their spa visits as more clearly connected to their own pursuit of a lifestyle in which wellness is a guiding principle . Spas are responding to these shifting attitudes , both in terms of the services they offer and the way they market to and communicate with guests .
Wellness in the Mainstream Jaana Roth , senior spa director at Four Seasons Scottsdale , says that she ’ s seen the expanding guest interest in wellness firsthand , and sees the spa industry as perfectly positioned to serve that interest for a wider range of people than ever before .“ Now you see it creeping into everyday life , at least in the last five years . We ’ re used to it [ in spa ], but now it ’ s more in the mainstream . It used to be that wellness was your nutrition , your exercise , your sleep — but now it ’ s so , so much more , and that ’ s what we feel from the guest side as well ,” Roth explains .
At the Ritz-Carlton New York , NoMad , Director of Spa Rita Rroku-Berishaj explains that she has seen a change in guests ’ priorities as well .“ I have absolutely noticed a shift ,” she says , adding that once-common notions of the spa as an occasional luxury are less prevalent as time passes .“ The word ‘ pampered ’ has kind of moved back . It ’ s not really about that anymore ; it ’ s simply ,‘ I need to take care of myself .’ That ’ s what guests are asking for .”
In response , throughout the planning phase ahead of their spa ’ s July opening , Rroku-Berishaj and her team have been focused on how they can provide guests with as comprehensive a set of wellness-focused services and amenities as possible . Part of those efforts are the creation of “ wellness journeys ” that will allow guests to opt for personalized experiences that meet their needs .“ Really ,
JULY 2022 n PULSE 29