THE
MANY FACES
OF THE
Global Spa Consumer
N
ot all spa-goers are cut the same. Globalization, economics and culture are but a few
of the factors that help shape consumer behavior and perception towards the spa
industry. In Asian cultures for instance, the idea of healing through mind-body connection is widely supported; thus, spa-goers generally embrace a more holistic view of
spa. Across the pond, the Western spa-goers’ definition of spa, while
BY MAE MANACAP-JOHNSON
now shifting towards wellness, is still rooted on physical experience.
“The Asian spa-goer is more attuned to the holistic nature of health. The Chinese, for instance,
have a very strong concept when it comes to pursuing happiness, which is why spiritual and mindbody modalities like Tai Chi are popular among them. The American spa-goer, on the one hand, has
a physically biased view of health and look at ‘happiness pursuits’ as somewhat frivolous or superfluous,” says Starwood Hotels and Resorts Director for Global Spa Development and Operations
Jeremy McCarthy.
Despite the differences, there are also clear similarities among spa-goers in different parts of the
world. They speak a common language when it comes to customer service, many of whom increasingly expect more and better standards from the spa industry. These increasing demands from
modern consumers are fueled by both globalization and economics, a product of consumers’ access
to global concepts as well as emerging economies that see a growth of a once untapped market.
Spas with a strong understanding of today's spa consumers' rising expectations offer a range of services
and amenities that appeal to global guests. Clockwise: Thraki Palace Thalasso & Wellness Spa's interior;
Oberoi Spas' Indian-influenced architecture; Westin's Heavenly Spa treatment pavillion and the Spa at
Mandarin Oriental's panoramic view.
October 2011
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