As an evolving industry, we are always on the lookout for the next big
idea—that single innovation, concept or technology that could change the face of the spa industry. But
is there really a next big idea? Or, is the “next big idea” already here? Pulse asks ISPA members to share their
thoughts (and predictions) on spa trends and big ideas.
What’s
the
NEXT
BIG
IDEA
for Spas?
COMPILED BY DAVIS FEDERSPIEL
“T
he way I see things moving
is toward smaller, more
customizable service
menus. The days of a long, fluffy list of
treatments are behind us. Guests are
looking for value, and perceived value
comes in the form of getting exactly
what you want. I think, in the future,
we’ll see more streamlined menus that allow guests to choose
a time allotment (30, 60, 90 minutes) and being able to completely customize their experience.”
— Brenda Larnin
Spa Director • Paradise Point Resort & Spa • San Diego, California
“M
uch like Google and
Facebook, spas will have
to automatically tailor a
spa around the guest’s individual preferences—such as time, money, likes and
relationships. Spas will be heavily
dependent on Information Technology
and social networking, but this is also a
great way to build loyalty—all the same reasons why Google
and Facebook are customizing the browsing experience.
As for trends, I see a move toward complete wellness, the
way spas were always meant to be. Massages are great, but
are only a small part of the total wellness, so spas will have to
gear up to offer a complete wellness package.”
— Jesper Hougaard
Managing Director • Serena Spa Pvt. Ltd. • Karnataka Mangalore • India
“T
he continued popularity of
side-by-side services has
begun to expand to the
realm of small groups. I am hearing
more requests from those celebrating
bridal showers, baby showers, birthday
parties and other life events, to have
massages all in the same room. The
request for traditional couples’ services is expanding into three
or four people wanting to have their massages together.”
— Karen Watson
Spa Director • The Essex Resort and Spa • Essex, Vermont
34 PULSE
n
June 2012