It’s that time of year….we are almost ready to unveil our 2012 SpaFinder Spa Trend Forecast! But before we do that, I like to review each of our last year’s spa trend predictions (2011) and grade us on how well we did on each of the trends. After all – it has been an entire year now and lots has happened in the world of spa. So here we go with the first trend and as you will see, I ended up giving this prediction 2 different grades, one is an A and the other is a D. You’ll see why below.
Aging…Raging…Pain Relief Treatments
Whatever term you use, “aging baby boomers,” “silver spa-ers” or “active retirees,” the fact is that the 65-plus spa-going demographic will have a massive impact on the industry for years to come.The data on the “graying” of the North American, European and Japanese populations could fill a library, with these regions’ populations aging at a rate unprecedented in human history. And millions of baby boomers (the generation that galvanized the spa/wellness revolution) turn 65 each year…
This demographic viciously rejects labels, and the days of “over-65” as a catchall “old-person” category will soon become ancient history. (After all, there’s a huge difference between a 70-year-old who plays tennis three times a week and an 85-year-old seeking pain relief.) Savvy spas will now be rethinking everything to address these all-too-often-ignored niches’ specific needs: from facilities, to equipment, to programming, to marketing and staffing. Physical therapy, rehabilitation, recuperation and just plain old pain relief will increase on spas’ menus, to meet the needs of clientele with back, neck, knee and mobility issues.
A few forward-thinking examples: Fairmont’s Willow Stream Spas are adding an extensive muscle and joint program promising pain relief. We’ll see more spas (modeled after a Canyon Ranch) featuring exercise physiologists, sports medicine professionals, chiropractors, orthopedics, naturopaths and physical therapists on staff (or on call). Look for the rise of the term “corrective” — “corrective” massage, “corrective” facials, etc., and for the already used-to-death term “anti-aging” to get a further workout. We’ll see a rise in offerings like Biofreeze Pain Management massages; infrared saunas, which function at far-less searing heat (but penetrate heat further into the body than a traditional sauna); and new chilled loungers that accomplish what cold plunge pools do, but are more comfortable and safer for older guests. Many spas are even using bigger print for their spa menus!
A renaissance in spa bathing is looming, as the pain-relief benefits of soaking in thermal water are rediscovered. While finding new expressions (i.e., the Scandinave and Le Nordic models in Canada, the Hakone Kowakien Yunessun in Japan, or the lucrative Glen Ivy Hot Springs in Southern California), SpaFinder forecasts a renewed respect for the benefits of sanitas per aqua that has recently taken a backseat to weight loss, beauty and fitness.
Prior research has concurred that the number-one reason people go to spas is to “relax and de-stress,” but in some regions of the world that may soon be replaced by to “relieve aches and pains.”
I would give us an A in terms of this trend prediction…yes…this aging thing is really happening and it is hugely important in the spa industry. And I would give our industry a D…we are acting as if it isn’t happening! I am not seeing many adjustments that we all need to make in our businesses to accommodate the aging baby boomer. Very few menus with larger print, very little attention to better lighting and easier to navigate corridors, and not nearly as much mention of pain relief on menus as I would have hoped.
Alas….I suppose it is early in that the first baby boomer just turned 65 this year (born between 1948 and 1984), however if we spend some time listening to the conversations baby boomers are having, there is a lot of talk about knee replacements, medications, eye issues and visits to the doctor. My experience has been that those who adjust early to address the needs of this huge generation have a major competitive advantage. I would say…age game on!
**
If you wish to be put on a list that automatically sends my blog posts to your email, just click here. Thanks!
Excellent analysis, Susie! You are only slightly ahead of a trend that will come on with the impact of a freight train in the very near future and we’ll be able to say – we read it back in November 2011 on Susie’s Spa Blog. As one who is in that category, all I can say is – c’mon spa industry, wake up!
This is one of my favorite predictions that you made. I concur with you on both grades for you and for the spa industry. I like pain-relief products such as Paul Meek’s Speed Gel, Traumeel and China Gel (I dislike Biofreeze) and others and wish that spas would promote the use of these like Chiropractors do. I also like the analgesic and anti-inflammatory properties of the Herbal Ball (compress) when used with massage. Perhaps a good example of spas “getting” it with this prediction is Massage Envy for working with the Arthritis Foundation. I thought it was very interesting and kept re-tweeting that story. I would like to thank you for the mention and Sara Firman’s [@SpaVision] firm belief of soaking in thermal waters too.
Although in Dallas spas are more known for pampering and manis and pedis rather than ‘wellness’, I would like to mention that we have three float spas, a huge Korean Spa (with the infrared sauna you mentioned), a Russian Banya and a SaltEscape. We will be getting our first E’SPA spa at the Joule Hotel in a year or so, The Baker Hotel is making a comeback and we have the real ‘Crazy’ water in Mineral Wells, Texas!
I look forward to your continued analysis of the rest of your 2011 predictions.
@MarktheSpaman
Dallas, Texas
[...] and not nearly as much mention of pain relief on menus as she anticipated. For the full story visit http://blog.spafinder.com/spa-industry/agingraging/, but what is it that is holding the spa industry back from accommodating this market segment? Are [...]
Dear Susie,
What are the spatrends for 2012?
Kind regards
Hi Saskia,
The 2012 spa trends will be announced next week!
Stay tuned,
Susie
HI SUSIE,
THANK GOODNESS I FOUND YOUR GREAT INFORMATION. I HAVE PRESENTED AT GOLDEN DOOR, RANCHO LA PUERTA, RED MOUNTAIN, AND SOON CAL A VIE. LIFE IN TRANSITION, WHAT’S NEXT? THAT IS MY TOPIC AND I AM PASSIONATE ABOUT TELLING TRUE STORIES AND OFFERING UNIQUE TOOLS FOR EACH GUEST. I RE-INVENTED MY CAREER FROM SPEECH AND LANGUAGE THERAPIST TO THIS COMMUNICATION AND TWO NEW COMPANIES THAT BUILD A COMMUNITY AND SUPPORT. I AM WONDERING ABOUT PRESENTING ABROAD AT SPAS ON THIS TOPIC AND ABOUT SPAS THAT ARE HUNGRY TO OFFER PRESENTATIONS TO THEIR GUEST SO THEY GO HOME RE=FLESHED AND WITH EVERYDAY TOOLS THEY CAN USE FOR ORDINARY DAYS AND SURPRISES. THANK YOU FOR TAKING YOUR TIME TO READ AND RESPOND TO MY EMAIL. HAPPY HOLIDAYS. I AM SO GRATEFUL FOR THE OPPORTUNITY TO WORK AT SPAS AND FOR ALL THE WONDERFUL PEOPLE I HAVE MET. LET ME INSPIRE YOU AND HONESTLY SAY, DREAMS DO COME TRUE AND YOU DON’T HAVE TO HAVE EVERY WANT AND DETAIL LAID OUT. GET TO KNOW WHO YOU ARE AND WHO YOU AREN’T, FROM THERE, DIVE DEEPER AND GATHER INNER AND OUTER RESOURCES. LET SOMEONE MEET YOU THERE AND HOLD YOUR HAND AS NEEDED, DON’T YOU THINK?
Hi Natalie,
Thanks for your comment and congrats on your success in presenting “Life in Transition, What’s Next?” at the fine spas you mentioned. In answer to your question regarding whether spas abroad would be interested in this topic also, I imagine the answer would be yes! The one challenge might be travel expenses as spas are not used to paying for overseas travel. The subject matter however seems very relevant. After all, whose life isn’t in transition? I have always thought that spas are a great place to contemplate transition…maybe “the” best place to do so.
All the best to you.
Susie
As always, on target. The Golden Door is handling this exceedingly well.
Deborah
[...] Envejecimiento y tratamientos para aliviar el dolor [...]