Pulse Legacy Archive January / February 2013 | Page 15

Primary Reasons for Spa Usage
73%

Relaxation/
Stress Reduction

70%
81%
58%
11%

Health/
Healing Services

U.S.

6%

Great Britain

4%

Australia

17%

China

4%

Results-Oriented
Treatments

12%
12%
20% Source: Hilton Blue Paper (news.hilton.com/bluepaper)

EUROPE
Main Trend: Reemergence of Water-Based
Therapies
There has been a recent reemergence of water-based treatments
across Europe—water therapy, hydrotherapy and other thermal
practices—most notably in Eastern European countries such as
Russia, Hungary and Poland. While these therapies are inherent in European culture—remnants of bathhouses can be
found among the ruins of ancient Rome—they have evolved
and are becoming far more prescriptive to meet the needs of
today’s spa guests and their overall focus on holistic well-being.

ASIA PACIFIC
Main Trend: Catering to Inbound Travelers
While spas are continuing to offer and highlight treatments
that speak to the culture and traditions of their local surroundings, there is also an interesting phenomenon throughout the
Asia Pacific region where spas are catering to the specific needs
of inbound travelers by offering treatments popular in their
home countries. This is especially true for travelers from China,
a country whose massive population is now traveling more frequently for business and leisure. Spas in many locations,
including the Maldives, a top travel destination for Chinese
tourists, increasingly offer traditional Chinese treatments to
encourage visits from these travelers.

January/February 2013

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PULSE 13