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in association with spa business & spa opportunities
spa business
2 0 1 5 H A N D B O O K
the global resource for spa professionals
SPONSORED BY
www.spahandbook.com
TRENDS
Spa foresight™
What’s coming down the track for the global spa and wellness industries? Spa Business
examines the trends, technologies and strategies which will shape the future
1 Invisibles
2 Faecal transplants
3 Panama
4 Massage-on-demand
5 ASEAN market
PHOTO: SHUTTERSTOCK/GAUDILAB
6 Attractions & spa
7 Cuba
8 Tiered offering
9 Tribal investments
10 Sport & spa
11 Next gen skincare
Invisibles will enable us to live and exercise free from intrusive devices
12 Haemoglobin testing
THE NEW WEARABLES
13 Sexual wellness
1. INVISIBLES
14 Biomimicry
As wearables innovators and activity app complete picture of what’s going on with
15 Bintan developers such as Jawbone, FitBit and our health, rather than simply measuring
Strava battle for market share, the next and reporting on one aspect of it.
16 Halal tourism
phase of activity and wellness monitoring Invisibles will enable us to more accu-
17 Animal movement is already being imagined and prototyped rately understand and diagnose disease
quietly behind closed doors. and in turn to establish better methods
18 Age-friendly design We will move from a time of wearables of prevention and adherence to wellbeing
to a new evolution in body computing programmes through lifestyle change.
19 Face massage – the age of invisibles – when sensors They’ll also return us to a more natural
are integrated into the body to give a state, by removing the need to carry
20 Spa & wellness real estate
continuous data stream and establish a around intrusive and clonky devices.
14 SPA BUSINESS HANDBOOK 2015 www.spahandbook.com
PHOTO: SHUTTERSTOCK/PETER BERNIK Faecal transplants can restore balance to the gut and underpin health and the ability to digest and absorb food HEALING THE GUT 2. FAECAL TRANSPLANTS The health of the gut directly determines such as candida, IBS, C diff and a range metabolise food: when the gut bacteria the vitality and wellbeing of many aspects of other highly debilitating disorders. of an obese person is transplanted into of health and controls key systems within All these conditions have been someone of normal weight, in some cases the body, such as the immune system. successfully treated with faecal trans- they, in turn, become obese. It’s also now known to have a direct plants – taking faecal matter rich in We predict that a trade in premium gut impact on the brain and mood. gut bacteria from a healthy person and bacteria will emerge, with individuals who Modern life is hard on gut flora – – through an approved medical process – can show the high quality of their biome antibiotics and other medication and inserting them into the gut of the patient, being paid for samples, and spas offering refined food upsets the delicate balance. where they immediately colonise. customised faecal transplants that give Once the gut flora is damaged, chronic There’s evidence that the nature of gut specific outcomes to guests in terms of the and acute health conditions can develop, bacteria directly determines the way we impact the transplant has on their health. www.spahandbook.com SPA BUSINESS HANDBOOK 2015 15
TRENDS: SPA FORESIGHT™ 2015
CRUISE SHIP HOTSPOT
3. PANAMA
In 2016 a new lane will open at the
Panama Canal, doubling the capacity
of the route that links the Pacific
and Atlantic Oceans and effectively
creating a cruise line super highway.
The canal, a visitor attraction in its
own right, will soon be able to host
the world’s largest cruise ships, which
disembark 5,000 passengers at a
time. Notably, cruise liners are also
gaining 6.55 per cent more customers
annually. As the canal forms the
PHOTO: FUSION MAIA DA NANG, VIETNAM
foundation of Panama’s economy, it’s
predicted that GDP will double in the
next eight years. All of these signs are
good news for existing and upcoming
spa operators in the country.
BUSINESS DISRUPTION
4. MASSAGE-ON-
We predict a rise in therapist standards when the new market comes into effect
DEMAND
From Zeel and Soothe in the USA, to PAN-ASIAN ECONOMY
Vaniday in Brazil and Urban Massage
in the UK – massage-on-demand 5. ASEAN MARKET
businesses are cropping up all over
the place and are set to shake up the Spa businesses in South-East Asia will Increased competition in recruiting
sector. They enable customers to book start to feel the impact of the ASEAN skilled therapists and managers, a rise in
same-day appointments – sometimes Economic Community (AEC) when it rival businesses, a higher need for differ-
even within the hour – with mobile comes into effect at the end of 2015. entiation and a greater need for language
therapists in the area. These new Likened to the European Union, the AEC skills are perceived as challenges of the
market entrants could whet consumer is a single market initiative led by the AEC (see p74). But on the plus side,
appetites for spas, but they could also Association of South-East Asian Nations operators also feel the benefits will
take away custom, not least because (ASEAN) made up of 10 countries – include more industry investment, higher
they offer an online community and Thailand, Singapore, Indonesia, Malaysia, spa and therapist standards, a wider
convenience – two things which the the Philippines, Brunei, Cambodia, Laos, diversity of treatments and employees
majority of spas are lacking. Myanmar (Burma) and Vietnam. with different skills from other countries.
16 SPA BUSINESS HANDBOOK 2015 www.spahandbook.com
skincare company amorepacific has created a visitor attraction out of its factory in south Korea heightened experiences 6. ATTRACTIONS & SPA The visitor attractions market has Innovations such as immersive environ- Other overlaps could include the use emerged as a multi-billion dollar sector. ments, virtual reality, haptic technology, of 360 degree screens and multimedia It’s growing fast and attracting significant facial recognition software and aug- to deliver ambience or to create another investment worldwide from major players mented reality could all be deployed to layer to the spa experience. in businesses such as theme parks, brand- create amazing experiences for custom- Early adopter, Asian skincare brand lands, museums and science centres. ers within the spa and wellness industry. AmorePacific, (see Spa Business 2015 We believe that the technology used In addition, the attractions industry’s issue 2, p76) has worked with theme park within the attractions industry has huge expertise in creating vivid customer designer BRC Imagination Arts to create potential for use in the development of journeys and high levels of engagement an award-winning brandland in South spa and wellness facilities and expect can also be used by spas to heighten and Korea that mixes a spa theme and visitor significant collaborations to emerge. elevate the experience being delivered. attraction. We expect more to follow. www.spahandbook.com spa business HanDbOOK 2015 17
TRENDS: SPA FORESIGHT™ 2015 OPEN FOR BUSINESS 7. CUBA Tourism is set to take off in Cuba as diplomatic relations with the USA thaw for the first time in 30 years. In April, President Obama recom- mended the country be taken off the USA’s terrorism list, and the number of Americans who are visiting Cuba has already increased significantly – by 36 per cent – since the start of the year, according to The Associated Press. While business and tourist embargoes with the USA remain intact, spa investors who strike up partnerships in the communist coun- try now will be ahead of the game. ON A LEVEL 8. TIERED OFFERING For years the airline and hospitality industries have reaped the rewards The Ngai Tahu tribe in New Zealand is investing in hot pool complexes of appealing to a broad spectrum of customers at the same time. Those RESTITUTION who can afford upper class seats or suites get access to nicer food, more 9. TRIBAL INVESTMENTS space and better service. Yet, simul- taneously, there’s still a perfectly As tribal peoples the world over receive In New Zealand, the Ngai Tahu tribe acceptable range of options for those restitution from governments for the has announced it will invest in a new hot who are on a budget. loss of their lands and rights, some are pools complex, while in Australia, the It’s time spas ventured down the choosing to invest this money in leisure, Jawoyn people have invested in Cicadia ‘tiered offering’ route. Such a move tourism and increasingly in spa. Lodge, an eco retreat, and have also would impact all aspects of a facility The world sat up and took notice in moved into adventure tourism. – from design, therapies and service 2007 when the Seminole Indian Tribe We expect this to become a trend as to pricing and marketing – but it would of Florida bought hotel, casino and human rights successes mean the pace also widen the scope for business hospitality business Hard Rock Café of restitution increases. Many tribes also rather than limiting it to just one International in a huge deal which was have indigenous treatments and customs customer segment. just shy of a billion US dollars. which complement the spa market. 18 SPA BUSINESS HANDBOOK 2015 www.spahandbook.com
Divers enjoy swimming in 4,300 cubic meters of warm spa water in Y-40, the 40m dive tank at the Hotel Terme Millepini, Italy HARNESSING PASSIONS 10. SPORT & SPA As the spa market matures and the In Italy, for example, the four star Hotel The pool has a depth of 40m, with demand for niche spa offerings becomes Terme Millepini has conceived the Y-40 intermediate caves for technical under- greater, operators will look for ways – the world’s deepest swimming pool – water diving. It supports a wide range to differentiate their spas. We believe otherwise known as The Deep Joy. of activities year round, from beginners’ combining sport and spa will be a It offers diving enthusiasts the freedom scuba diving training to professional very powerful and attractive option for to dive and swim without a wetsuit, while diving for experts, and photo sessions for collaboration and investment. still enjoying the pleasures of spa. photographers and film producers. There are great synergies between the Measuring 21X18m on the surface, the Choose pretty much any sport and two markets and sport-orientated spas pool contains 4,300 cubic meters of spa a spa connection could be developed. would find an existing group of highly water which is maintained at a constant We expect to see more this kind of engaged consumers to tap into. temperature of 32-34˚C. investment going forward. www.spahandbook.com SPA BUSINESS HANDBOOK 2015 19
TRENDS: SPA FORESIGHT™ 2015
MORE THAN JUST PRODUCTS
11. NEXT GEN
SKINCARE
How we feel and what we eat has a
visible impact on our appearance,
so it stands to reason that the next
generation of skincare will be about
more than just the creams we put on
our face. Dermalogica’s Face Mapping
tool already links zones on the face
to the health of internal organs. Other
product houses such as Comfort
Zone, Gazelli and Elemis are tapping
into lifestyle and nutritional advice
with their packages and prescriptions
too. We expect to see much more of
PHOTO: SHUTTERSTOCK/LEV RADIN
this, but wonder what ramifications
it will have on the workforce and the
new skills demanded of therapists.
IRON LEVELS
12. HAEMOGLOBIN
Dita Von Teese is heading up a sensuality programme at Canyon Ranch
TESTING
We’re led to believe that iron-rich food BEYOND THE BEDROOM
is good for you, however, research
shows that enough is enough and 13. SEXUAL WELLNESS
too much iron in the system can be
toxic and oxidising and can lead to the USA destination spa Canyon Ranch has sex counselling and sensual healing
development of a range of diseases. teamed up with burlesque icon Dita Von therapies. Since launching in 2013, Shh
Post-menopausal women are espe- Teese to create a programme which covers (Sensual, Healing, Harmony) Global has
cially vulnerable to high iron levels: as sensuality, seduction and discussions held six retreats in the UK and Ibiza for up
menstruation ends, they can climb to about the health benefits of sexuality. Dr to eight women. In 2016 it will host twice
levels which are detrimental to health. Nicola Finely, who heads up the talks, says: as many retreats to meet demand.
With an ageing population, this “Respecting one’s sexuality is an important While a taboo subject (sometimes
presents opportunities for spas to element of living a full and happy life.” understandably so in spas), sex and
offer haemoglobin testing and advice Meanwhile in Europe, one company sexuality is important to wellbeing and
on this health issue. The solution is is experiencing much demand for its we expect more operators to explore this
simple too – give blood. luxury sensuality retreats which include trend with sensitivity and integrity.
20 SPA BUSINESS HANDBOOK 2015 www.spahandbook.com
PHOTO: © MARC FORNES Marc Fornes’ nonLin/Lin Pavilion has been inspired by coral and can be replicated infinitely LEARNING FROM NATURE 14. BIOMIMICRY Increasingly architects and designers are of striking examples of biomimicry in the In New York, David Benjamin’s Hy-Fi turning to nature for inspiration – not just leisure industry, including thermo-metal art installation is built entirely from for the way buildings look, but also in the cladding that ‘breathes’ like human skin to fungus, hemp and corn stalk bricks, way they function. Biomimicry, the act of heat or cool a building; and super-efficient which grew naturally into shape over five applying biological principles to design, solar panels modelled on butterfly wings. days. “Biological systems have amazing hasn’t made its way into spas (yet). But In France, the nonLin/Lin Pavilion – con- properties like adaptation, self-organisa- we see it as the next step for a sector sisting of perforated aluminium sheets that tion, self-healing and regeneration,” he that’s already embracing sustainable and can be replicated infinitely – emulates the told Inhabitat blog last year. “Imagine our wellness-focused properties. morphology of coral. Meanwhile, Rome’s buildings having the same properties.” In CLADmag – a sister magazine to Spa Jubilee Church uses self-cleaning cement QRead more about this thought-provoking Business – we recently outlined a number that is inspired by photosynthesis. topic in CLADmag: http://lei.sr?a=W1T2p www.spahandbook.com SPA BUSINESS HANDBOOK 2015 21
TRENDS: SPA FORESIGHT™ 2015
THE NEW BALI
15. BINTAN
Bintan, in Indonesia, has often been
overshadowed by Bali and Thailand
as a holiday destination even though
it’s only a 45-minute boat ride from
Singapore. But that could be about to
change with a new international airport
opening in mid-2015 and a number
of revamped and fresh hotels (all with
spas, naturally) arriving on the scene.
Alila plans to open a resort there, with
a sizeable spa, in 2016, and Canyon
Ranch has chosen the location for
its first destination spa outside the
USA (see p36). In short, investing
in facilities on the island would be a
smart move – a move which we expect
other spa operators to spot.
UNTAPPED NICHE
16. HALAL TOURISM
A new breed of exercise class draws inspiration from the animal kingdom
Muslims spent US$140bn on inter-
national travel in 2013, representing WILD AT HEART
almost 13 per cent of global travel
expenditures, according to a report 17. ANIMAL MOVEMENT
by Crescent Rating. The agency is
one of a growing number of firms that Crawling on all fours, swinging from bars, concept is making its way into gyms. Early
rate facilities on their adherence to leaping between obstacles: there’s a whole market arrivals include MOV’ training by
Islamic traditions, such as no alcohol new breed of group exercise class that Parkour Generations; the Australian-born
and gambling, serving halal-certified draws inspiration from the animal kingdom. ZUU concept; and Animal Flow classes
food and offering gender-segregated These classes, which focus on body- offered at USA gym chain Equinox.
leisure facilities. Spas in Muslim weight-based movement, rather than the All of the classes deliver a full-body
countries already offer separate male use of equipment, are a great fit for spas functional workout. Crucially, they’re
and female areas, but we predict because of their kit-free, natural approach. also great fun, helping participants to
further segregation in design and in Wildfitness has been running ‘wild rediscover the joy of movement.
facilities outside these regions as the moving’ fitness holidays in Africa and QRead more in Health Club Management
growth of halal tourism picks up pace. Europe for a few years, but now the magazine: http://lei.sr?a=x6L9b
22 SPA BUSINESS HANDBOOK 2015 www.spahandbook.comPHOTO: SHUTTERSTOCK/GOODLUZ Baby boomers are the most influential generation, yet many companies are ignoring their needs as they get older RESPECTING YOUR ELDERS 18. AGE-FRIENDLY DESIGN Accounting for around 450 million people, spas in hotels and generally they’re not to remember, let alone older adults with baby boomers are one of the most influen- age-friendly because they just haven’t cognitive issues. Staff are sometimes tial generations in the world. They’re also given thought to it.” It’s about subtle soft-spoken and may have a foreign accent, the main market for spas. But as these changes as well as obvious ones, he making it harder to hear them... The point 51- to 69-year-olds age, their biological says. If a non-slip floor looks wet, for is, if you made these things age-friendly and psychological needs change too. example, people will still change the way everyone would benefit.” The Silver Group in Asia has developed they walk and are just as likely to fall. Spas that start now to assess and an age-friendly AF Audit™ tool that helps But be mindful that baby boomers adjust their facilities to best serve the companies such as Accor understand don’t want to be singled out, adds Walker. 50-plus age market will be one step ahead. the needs of older consumers. CEO Kim “When you enter a spa, you’re bombarded QRead more in Spa Business magazine: Walker says: “We’ve evaluated a lot of with instructions that most people struggle http://lei.sr?a=K1y5p www.spahandbook.com SPA BUSINESS HANDBOOK 2015 23
TRENDS: SPA FORESIGHT™ 2015
FACE FORWARD
19. FACE MASSAGE
Facials are a best seller for spas, with
ever more complex rituals on offer.
However, just as body treatments
include everything from a simple mas-
sage to a complex treatment that involves
wraps and scrubs, so we expect spas to
evolve fuller facial menus which include a
new addition – a face massage.
Face massage is a technical treatment
that manipulates and releases the
PHOTO: SHUTTERSTOCK/MAKSIM SHMELJOV
muscles of the face, head and neck,
relieving tension, re-balancing muscles
and improving lymphatic drainage, but
without heavy product use.
It can be anti-ageing, relieve the side
effects of tension behaviours such as
teeth grinding, and help with headaches
and puffiness around the eyes.
There’s a limit to how often facials can
be delivered, but face massage can be
done regularly, so would be a profitable,
complementary addition to the menu. Spas could offer face massage as part of a package with facials to upsell regular clients
LIVING WELL
20. SPA AND WELLNESS REAL ESTATE
PHOTO: SHUTTERSTOCK/DUDAREV MIKHAIL
The lifecycle of the spa and wellness real We expect wellness real estate to boom
estate market is following the classic as a sector in the next five years, as the
growth curve, starting out with high end property market continues its rebound
offers, but with niche and mass market from the global recession, and for well-
products now very much on the horizon. ness to be a key differentiator in giving a
We know adding spa and wellness to competitive edge to developments.
hotel rooms and residential developments This trend will play to consumers’
gives up to a 30 per cent uplift in value at increasing interest in wellness and spa,
the top end of the market; what’s yet to as this is translated into a commitment
be established is the premium that will be to living in an environment that is more
No longer the preserve of the very wealthy achieved in the mid-market. conducive to good health.
24 SPA BUSINESS HANDBOOK 2015 www.spahandbook.comSPA FORESIGHT™ THE ARCHIVE
2014 Q Pop-up spas: nimble solutions 2010
Q Loneliness: bad for health Q New allies: shared aims Q Spa art: in the picture
Q Oil, gas and solar: global hot spots Q Cellulite: female obsession Q Four star spas: the middle road
Q Edible environments: growing interest Q Home spa: personal services Q Menu engineering: fine tuning
Q Playing with food: taste sensation Q Childhood obesity: teaching self-care Q Spa memberships: join the gang
Q Neuroplasticity: there’s a thought Q Mobile biometrics: expert engagement Q Social spa-ing: lighten up
Q Cellular health: striking a balance Q Sex in spas: no longer taboo Q Spa niching: pushing boundaries
Q Robot therapists: automation Q Spa brands: moving into retail Q No appointment needed: flexi-time
Q War zones: a new perspective Q Hand & arm massage: smartphone relief Q Online learning: surf school
Q Fats & carbs: the new superfoods Q Repeat business: keeping loyal Q A call for scientific proof: giving evidence
Q 3D printing: product will be printed on-site Q Africa: in sight of change Q Heating up: wellness tourism;
Q Predicting purchasing: weather channel Q Variable pricing: software support retail brands turn pro; eco-
Q No front desk: welcoming guests Q Last impressions: powerful recall packaging; social networking
Q Spa boom in Japan: the Olympic effect Q Exercise: the key to wellbeing
Q Virtual trainer: access to experts Q Hospital spas: provable outcomes 2009
Q Bad products: lawsuits on the horizon Q Spa benchmarking: measuring up
Q Over nourishment: too 2012 Q Beautiful view: consumer brands
much of a good thing Q Budget spas: low cost & widespread explore spa potential
Q Circadian aware: setting the rhythm Q Corporate wellness: support staff Q Brand diversification:
Q Microgyms: specialist fitness Q Education overhaul: starting from scratch multiple personalities
Q Gut health: the second brain Q Deal sites: what’s next? Q Yield management:
Q Clean air & water: the basics are now a USP Q Beauty brand power: what’s in a name? making the most of it
Q Facial recognition: tuning in Q Travel spas: on the move
or just plain creepy? 2011 Q Hair spa services: head first
Q Wellness cities: hubs for health Q Express treatments: speeding up Q Net worth: marketing, gifting
Q Spas seduced by beauty: sitting pretty and booking websites
2013 Q Tracking & analysing spa Q Diagnostic spas: testing, testing
Q Fresh food deliveries: ready prepared data: number crunching Q Organic skincare certification:
Q Online reviews: star performance Q Location-based marketing: on the map setting standards
Q Wearable tech: Google glass Q More serious skincare: face value Q Radio frequency identification
Q Death: end-of-life care Q Discounting for volume deals: bulk order systems: every step you take
Q Emotion: engaging the heart Q Treatment room size: room Q Ethical products and operations: fair play
Q Skills register: get enlisted for improvement Q Olfactory marketing: smells good
Q Glute massage: the bottom line Q The rise of part time staff : half measures? Q Getting hotter: real estate; medical
Q More with less: getting creative Q International marketing tourism; sustainability; spas for the
Q Delicious extras: small & powerful partnerships: cross country boys; sleep health; spa bedrooms
QAbout the authors: Katie Barnes has a 14-year career in international
Liz Terry has been writing about and analysing spa, beauty and health media. She’s managing
the global leisure industries since 1983. She’s editor of Spa Business magazine and was
editor of Spa Business and Spa Opportunities launch editor of the Spa Business Handbook.
magazines. Email: lizterry@spabusiness.com Email: katiebarnes@spabusiness.com
Twitter: @elizterry Twitter: @SpaBusinessKB
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