1. Trend: Healthy Feet Treatments
Counter Trend: An aging population and sky-high
heels are bringing much-needed attention to aching
feet, but focusing on other “extremities” could prove
a unique strategy. Think: increasingly popular head
and scalp treatments (i.e., Indian head massage
or craniosacral therapy) or a focus on hands (i.e.,
whitening dark/age spots or the bevy of new nail
improvement techniques
and looks).
2. Trend: Cold and Ice Are Hot
Counter Trend: Re-emphasizing traditional and
new warm/hot experiences (and their proven health
benefits) might be a real plus, especially for spas
in colder climates. Not just traditional saunas and
Jacuzzis, but new twists like super-hot Russian
banyas, hot rock or hot bamboo massages, and
even the extremely hot Indian Sweat Lodge (when
experienced safely) are good counters.
3. Trend: Wellness and Beauty Coaching
Counter Trend: Instead of a one-on-one personal
coaching model, consider helping people get healthy
and experience spa treatments on a DYOT (do your
own thing) model. Examples: more therapist-free
treatments like self-applied mud experiences, or
even new, automated, self-operating massage or
facial machines — making technology the partner
via educational/fitness DVDs and online content —
or wallet-friendly large fitness/wellness classes or
lectures.
4. Trend: Online Wellness Gaming
Counter Trend: Gaming doesn’t have to be online or
involve any technology: Real world, offline games and
gaming mechanisms are powerful tools in engaging
60
Counter trends
Finding New Opportunities by Going Against the Flow
spa guests and challenging them to start and stick
to healthy life transformations, whether “Biggest
Loser”-style weight-loss contests, or any breed of
in-spa challenges that involve a social or competitive
element with rewards.
5. Trend: Pairing Fine Dining and Spa-ing
Counter Trend: Many spa-goers are, of course,
specifically seeking to escape the temptations of
gourmet eating and drinking experiences. Spartan,
boot camp-style experiences revolving around very
little food and hardcore workouts — detox juice
cleanses and fasting, or all-raw-food (or specialtydiet)
regimes at a spa — will always be sought-after
programs from those fleeing hedonism.
6. Trend: Vibration, Sound, Music, Light
and Color Therapies
Counter Trend: While some spas are upping fullsensory
experiences, given our over-wired and
over-stimulating world, it can be very appealing to
dial things way down (as noted in our 2009 trend
“Stillness”). More silent and reflective experiences,
more soundproof rooms and quiet/dark experiences,
more experiences (and treatments delivered) in nature
will resonate with many spa-goers.
7. Trend: The Glam Factor
Counter Trend: A return to glamour and ramped-up
beauty and grooming are booming, but we also live
in the cultural moment of the “Occupy” movement,
and for many, a heightened rejection of conspicuous
consumption and embracing the emerging movement
of “one-downmanship” are newly important values.
An emphasis on the “totally natural,” simple and lessis-
more approaches at the spa can be compelling
alternatives.
8. Trend: Spa Evidence: Showing the
Science Behind Spa
Counter Trend: Emphasizing the inherent pampering,