“ We very rarely had overnight guests taking our classes … but now people are signing up for two or three classes and wanting a variety .”
— PAMELA MAES affect the spa industry going forward isn ’ t yet a settled matter , but it stands to reason that a population more attentive than ever to its own health can benefit immensely from the incredible array of treatments and services spas offer , even if parts of that population still view spa visits as merely occasions for pampering rather than opportunities to invest in their own well-being . Pulse spoke with three ISPA members to discuss the ways in which their spas are serving — and marketing to — guests whose concerns have evolved along these newly drawn lines .
Beyond the Traditional
At Mirbeau Inn and Spa in Rhinebeck , New York , Spa Director Pamela Maes feels like her spa is well positioned to meet the needs of guests focused on their holistic wellness . The spa ’ s wellness membership program is designed to attract people living locally and give them the chance to incorporate more of those amenities that are often seen as “ once in a while ” treats into their regular health and wellness routines . “ We didn ’ t make any alterations to our existing spa menu of services ,” Maes explains . “ But we did look to see
A guest relaxes during a hot stone massage at Sunstone Spa . what other services are we offering or should we be offering for our guests that may not be just massage-related or facial-related or body treatment-related … maybe something that ’ s an alternative people are expressing an interest in .”
Guest interest in , for example , smaller , more specialized classes led the spa to introduce classes designed for those who want a more intimate , personalized experience they can enjoy alongside their friends . As Maes notes , these classes have expanded beyond traditional group fitness offerings such as Pilates , cycling and yoga to include things like wellness counseling . In that class , guests work to define what wellness means to them so they can then , as Maes describes it ,“ Create a program for them to feel better about themselves or do better for themselves as well .” Other recently introduced classes focused on dance and movement , Tai Chi and meditation have diversified the spa ’ s offerings even further , giving wellness-conscious guests plenty of ways to keep themselves physically and mentally fresh .
One unexpected result of these expanded offerings at Mirbeau has been that the spa experience many guests now seek out is very different from what is typical . In the past , says Maes ,“ We very rarely had overnight guests taking our classes … but now people are signing up for two or three classes and wanting a variety .” Maes adds that the guests ’ relationship to spa seems to be shifting . Instead of seeing the spa as a place for “ zoning out and relaxing ,” many guests now seem to want a “ different level of engagement ” from their experience , which often includes higher-intensity classes alongside more restful services and treatments . She suspects that some of this demand is rooted in many guests ’ pent-up desire to enjoy a moment of connection and celebration with those close to them after the stress and uncertainty caused by the pandemic — something that simply isn ’ t possible in a quiet relaxation lounge .“ Instead of a bachelorette party where they ’ re just doing a massage , now they get to do some Zen yoga or a really fun dance class … now we have an outlet for them to be able to truly enjoy each other ’ s company .”
By expanding the definition of what a spa experience can look like and emphasizing the role that spa can play in an individual ’ s overall health and wellness , Maes believes her spa can reach a new set of guests while offering repeat guests new ways to enjoy their visits . Mirbeau ’ s marketing efforts , which have been targeted more at local guests than
OCTOBER 2021 � PULSE 33