treatments can deliver — rather than focusing
on the medical science behind spa and wellness
therapies. An interesting counter may be to embrace
an atmosphere of total experimentation and be
transparent about the current lack of scientific proof
for certain approaches on offer.
9. Trend: Spas Become a Family Affair
Counter Trend: Adults-only spas are the obvious
countertrend to the kinder-spa, and there will always
be those who prefer absolutely no children around.
Also, counter to the multigenerational family spa
movement are spa businesses with a dedicated,
laser-like focus on men-only, women-only or teens/
kids-only.
10. Trend: Spas Go for the “Wow”
Counter Trend: Greater individuation and
differentiation in spa experiences and design are, in
part, trending in reaction to a strong, ongoing trend
SpaFinder identified in 2011: the “Spa Brandwagon,”
where the many new spa franchise models serve up
branded, replicable design, treatments and offerings,
to meet many people’s desire for comfortingly
knowable and consistent spa experiences.
Trend: Employee Wellness Programs
and Spas
Counter Trend: While nobody applauds the fact that
too many workplaces still don’t facilitate employee
wellness, and actively contribute to their workers’
ill health with bad food, poor air quality and very
high stress levels, the attitude that you’re on your
own with your health and wellness is still very much
a workplace reality. These stressed-out, undersupported
employees need spa breaks more than
anyone, and spas can help communicate that
to them.