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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