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Romantic
Spas & Spa Trends
An Interview with Susie Ellis, President of Spa Finder Inc.
continued from page one including
Susie Ellis' selections for top spas
Norm:
Can you tell us something about the new developments and trends
in the spa industry, particularly as it affects those couples
seeking romantic getaways together with spa treatments?
Susie: We
are seeing a variety of trends in the spa industry. I will share
with you the 10 trends that we predicted in January of this
year:
- Medical spas
(medicine and spas coming together)
- People mixing
business and spas
- The arrival of
the "destination day spa"
- More affordable
spas and more inclusive
- International
treatments and unique and inviting spas internationally
- Spa cuisine going
mainstream
- Travelers deciding
on where to go and stay depending on the spa
- Pets are welcomed
at some spa
- More men are
going
- More families,
including teens and preteens
Of these I think
one of the interesting trends for couples is that more men are
going to spas. This means that it is becoming easier and easier
for a woman to get her guy to go with her to a romantic spa
get away. Increasingly, they already want to go!
Norm: I have come across the term "quality assured"
spa, what does this imply, and why should we believe the spa
when it has this designation?
Susie: To be honest, I am not aware of any such designation
on a large scale. There are over 10,000 spas in the U.S. and
no one has been to all of them or able to rate them in terms
of quality. There is no easy way to conclude the level of a
spa's service. In fact, sometimes quality comes down more to
an individual therapist than it does a facility.
That being said, there are some ways for the consumer to have
more information that could help them make an informed decision.
There is an association called the International Spa Association
(ISPA) that has a "voluntary standards and practices designation"
that spas may choose to apply for if they wish. This could be
of some help. But even here, many spas don't know about this
so I wouldn't necessarily rule out selecting a spa if they don't
have this designation.
It is also helpful to look at what awards a spa has won. For
example the Spa Finder Readers' Choice Awards lists the top
10 spas in almost 20 categories. Since this award is voted on
by readers, it is a good indication of quality.
Of course, word-of-mouth is always a good way to learn about
a spa.
Norm: Could you give our readers
some suggestions as to tipping?
Susie: Tipping policies differ among spas but in general it
is customary to leave a gratuity of between 15% and 20% for
the therapist or technician providing your service. In some
cases, the gratuity is already added on to the final bill and
in some very rare cases, tipping is discouraged. Most spas have
their tipping policy printed on their brochure I often ask,
"What is your tipping policy?" when I arrive at the
spa and check in. That usually clears things up right away!
Norm: I have read that the destination spa concept is
evolving as some brands expand their product through other outlets.
Could you give us some examples and explain why this is taking
place?
Susie: we are seeing brand extension from destination spas such
as Canyon Ranch and The Golden Door. Canyon Ranch Health Resort
began as a destination spa in Tucson, Arizona in the late 70's.
They then opened in Lenox, MA and then opened their first Spa
Club in Las Vegas. They are now the spa on the QM2 and are part
of a retirement condominium spa facility being built in Miami.
They have also added a Canyon Ranch product line and I hear
there are more things in the pipeline.
The Golden Door branched out from its origins as the U.S.'s
top destination spa...there are now Golden Door spas at resorts
in Arizona, Colorado and Puerto Rico. There is a Golden Door
product line.
But I am also seeing another type of brand expansion; that is
product companies opening "retail spas". Jurlique
comes to mind, Givenchy, and to a certain extent Elizabeth Arden's
Red Door could be considered a spa extending from a product.
And there are day spas which have become as well known for their
products as their spas, such as Bliss and Nichel.
Norm:
What should we expect in the future from spas?
Susie: I think that medicine and spas coming together
is a very exciting happening. We are seeing prevention/wellness
as well as aesthetic/cosmetic medical spas now. Doctors and
spa therapists working together is resulting in some very nurturing,
comfortable medical settings with the best results possible.
In addition the entire arena of complementary and alternative
(CAM) medicine is finding a home in the medical spa environment.
Consumers are increasingly interested in being proactive when
it comes to their health and well being. (They increasingly
need to take responsibility for their own health.)
I think that spas will eventually become a very important part
of the solution to health problems in the world.
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