Happy New Year to everyone!
While I had planned this New Year’s Day post to be my answer to the often debated 2012 question “Should our industry get rid of the word spa?” that will have to wait until my next post. I feel compelled to share the December 28th NY Time’s Article called Destination: Wellness written by Jesse McKinley as well as my response to the piece. First…check out his lengthy article that was, I am afraid, not very flattering to our spa and wellness industry. (Check out the comments also.)
The response I wrote is below. Perhaps you too will be inspired to take some action in this new year as this article makes it clear we have some work to do. One way to begin, in my opinion, is to spread the word about www.spaevidence.com and whenever possible, link to it. We need to stay committed to the many evidenced based modalities that we offer.
Wishing you all the best for this New Year and much progress on our mutual goals.
Susie
MY RESPONSE TO DESTINATION:WELLNESS
Jesse McKinley is a good writer and gets my vote for being entertaining. Fortunately however, I believe his readers are not going to be checking spa and wellness visits “off” their list for 2013 but rather adding them “on.”
There is a reason that there are more spas in the U.S. then there are Starbucks in the world. (Yes, that is an accurate statement.) It isn’t because spas are clever at marketing and people are being duped. It is because people are more stressed out than ever and professionals at spas are dedicated to caring and nurturing guests who are seeking what spas offer. The fact that the spa and wellness industry is thriving – even during a recession – is no small matter. It is also, by the way, a huge job creator.
Here is the future. Medical = drugs/surgery = expensive. Wellness = prevention = less expensive. While a visit to spa and wellness destinations may not magically turn someone from unhealthy to healthy, they can help people change directions. For many, that is a real bit of help.
I do agree with Jesse on a few things – including the unfortunate use of those ionic detox foot baths that are clearly a waste of money. Alas, they bug me too. Here is a resource that people might find helpful: www.spaevidence.com. It is a website that shows whIch spa and wellness modalities are evidenced based.
Also for the most accurate history of the term wellness – including how the World Health Organization defines it today – here is a link to the SRI International research study that traces the word from its beginning. Check out Appendix A.
My prediction for 2013? Corporate Wellness and Wellness Tourism will become huge.
Thank you Susie…I ‘crown’ you the spa industry’s greatest cheerleader! I saw the article and as I described it to Neil Jacobs, it made the industry sound somewhere between ‘alternative weird and self serving.’ Happy New Year…I too predict it to be a great one! all my best, Judith
Hi –
I saw your post and read the NY Times article. Wanted to let you know that I routinely pass along the Spa Evident URL to colleagues (and prospects). Thought the tone of your reply was on the mark …
Lou
Susie,
coming on the heels of The Economist article bashing spas, the NYT piece is even more muddled. Sending a novice reporter to Rancho La Puerta for a 2-day sampling is not the way to experience a wellness retreat. Nor does he know the difference between a destination spa and a resort spa.
But this is just another example of media stupidity.
Hopefully, your response will push industry leaders to develop educational programs for editors.
When the editors at Random House invited me to discuss my book proposal (way back in 1985), they surprised me by saying “spa” would not be in the title.
Why? Focus group studies in Manhattan had convinced these media mavens that spa was a turnoff for their target buyer. This was to be a guidebook for Yuppies!
First published as Fodor’s Health & Fitness Vacations, it barely sold enough copies to justify a second edition. Jeffrey Joseph recognized the image problen, and invited me to be the only journalist at SpaFinder’s retreat held at New Age, leading to birth of ISPA.
To this day, the industry has not honored our commitment to educate the public and news media. We have an opportunity March 19th at the National Press Club. Thanks for support; Hope to see you there.
Best wishes for a happy and healthy year,
Bernard Burt
PS: The second edition of my Fodor book had spa in the subtitle. And my new title – Fodor’s Healthy Escapes – was an instant success.
Thanks Bernie for contributing your thoughts which I will share via my blog. I do agree that there is still a perception problem out there, however I do think we are making progress. It certainly helps reinforce the need for us all to be working together with an industry voice that champions the great parts of what we do.
Fortunately no one writer will have the last say…it will be the consumer and they are speaking quite loudly. They like spas, the word “spa” and are saying so with their dollars. In the end, that’s what wins.
I guess we should be flattered that there is a bit of “bashing” going on…decades ago, that wouldn’t have resonated. Perhaps it is somewhat like those late night shows that make fun of everything popular. If you are on the list…at least you are “in” even though they are poking fun.
Dear Susie,
Thanks so much for passing the artlcle on – it was timely and strangely inspiring. My New Year’s resolution is to continue/accelerate initiatives that promote the industry so we can make millions of people genuinely happier and healthier. Thank you for all that you do – I’m so grateful to have you as a role model. I look forward to interacting with you as the new Wellness Alliance gets off the ground, and contributing as much as possible to GSWS.
Warmest regards,
Sam
It really does speak to the need for all of us as an industry to work together and glad there are people all over the world who are passionate and engaged. I always look to you as the champion of the whole Asia region as you have certainly made a huge difference there. Together with all the others who are as passionate as we are, I do think that the needle is moving. One of the reasons we decided on the theme of “A Defining Moment” for the India Summit, is because we really do see the tide turning and sense that our time together in Jaipur will make that the case for our industry, our businesses and each of us personally.
Wishing you all the best for 2013!
Susie