2010 International SPA Association Trend Watch
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2010 International SPA Association Trend Watch
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Category: Worldwide
This is a press release selected by our editorial committee and published online for free on 2009-11-18
Keeping up with the latest trends is tough when everything from vampires to Snuggies is on the cultural radar. The International SPA Association makes it easy for you to stay up-to-date with the latest spa trends. Forecasts for 2010 prove one thing - a healthy lifestyle never goes out of style.
"Since the economic downturn, consumers are more educated than ever before when it comes to value and investing in themselves," said ISPA President Lynne McNees. "They expect a return on their investment, and they aren't falling for any tricks or gimmicks. They want tangible results and information that will improve their quality of life."
2010 Spa Trends:
-- Social Media - Perhaps you've heard of Twitter? It's opened the doors on a marketing revolution, and spas are leading the way. It's easier than ever for spas to offer up-to-the-minute deals by tweeting or posting Facebook messages. Cancellations aren't a problem when you can re-book an appointment instantly. Ad-Ology research shows that 57 percent of 18 to 24 year olds and 48.5 percent of 25 to 34 year olds say social media influenced their choice of a hair salon or day spa.
See which innovative spas are tweeting.
-- Customer Service - Consumers are aware of every penny spent, and with that comes higher expectations on the level of service they receive. Spas are responding by providing exceptional service and making each visit a customized experience. In fact, 87 percent of ISPA member spas are utilizing customer feedback to ensure they're exceeding consumers' needs. And, 48 percent of ISPA member spas have implemented customer loyalty programs, allowing them to offer discounts or rewards while incentivizing frequent visits to the spa.
-- Spa Sampling Menu - Just like ordering tapas at a restaurant, now you can order a sampling of spa treatments to try out. These mini services at lower price points are popular ways to get a taste of treatments offered at many spas. With 46 percent of ISPA member spas seeing an increase in shorter (30 minutes or less) treatment bookings, and 86 percent offering shorter treatments, it's the perfect recipe for consumers seeking small treats.
-- Preventive Care - Wouldn't you rather go to a spa now to learn how to manage stress than end up in a doctor's office a few years down the road? According to the World Health Organization, by 2020 the top five diseases will all be stress related. Treatments like massage, acupuncture and meditation have been proven to aid in stress reduction and recovery time for pre and post-op patients.
-- Spa Partnerships - Spas are becoming more accessible through partnerships with franchises, hotels and local businesses. Recent pairings like Murad Inc. and Massage Envy will allow consumers to enjoy the benefits of a spa experience for an affordable price.
Forty-six percent of ISPA day spa members partner with local businesses to incorporate spa into their workplace. Popular partnerships include: developing wellness programs at local hospitals, accommodating guests at hotels without spa facilities and service discount trades between spas and local business employees.
-- Cell Phone Applications - There's definitely an app for that! Spa-ing is easier than ever with the convenience of doing it from your phone.
The Four Seasons' app allows you to browse spa services and check room availability. The Hot Springs and Spa Finder - California app will guide you to road-side soaks, spiritual retreats and spas. Plan a spa vacation from anywhere with Tripology's app. The Find a Spa app detects your location and displays search results for nearby spas.
-- Giving Back - Spas are offering promotions and free services to people serving the community like teachers, hospice workers and military personnel. Spas are teaming up with local hospitals and providing wellness education to teach consumers about the spa lifestyle.
Community outreach is a great way to generate business and show how easy it is to incorporate spa into your life.
-- The Millennials Take Over - This group outnumbers the baby boomers, and they're flocking to spas. They grew up in a culture where taking care of themselves, learning proper grooming techniques and leading a healthy lifestyle were not options, but the norm. Born during the exercise craze of the 1980s, they were the first generation to watch as their parents began turning to spas through the 1990s, when spas experienced significant growth. Spas are reaching Millennials through social media and they're reaping the benefits.
-- Simplified Spa Menus - Everyone is cutting back and spa menus are no exception. You'll notice fewer treatment options because spas are focusing on the core of their business - results-oriented treatments.
No-frills treatments that offer a return on investment are what the consumer is demanding. The No. 1 treatment people request world wide is massage because of its healing and stress-reducing benefits. And, the No. 1 reason people go to the spa is to relieve/reduce stress and relax.
-- Beauty Rest - Catching some zzz's has never been harder in our sleep-deprived society. The spa makes rest a priority by offering treatments targeted to get you some shut eye. You can actually book time to sleep at the spa or stay after a treatment to nap when you're feeling relaxed.
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