Spa Scene

Today’s spa-goers are looking to improve their lives, not just pamper themselves.

Thanks to the Internet and smartphones, it’s harder than ever to clock off—and more people are turning to spas to learn how to decompress instead of simply be pampered. According to the 2016 International Spa Association U.S. Spa Industry Study, spa revenue passed the $16 billion mark in 2015, a 5 percent growth from 2014 driven by 179 million spa visits (up 2.1 percent from 2014). As a result, having a spa can be increasingly valuable for resorts.

Guests today expect not only that resorts will have a spa but also that the spa will offer a variety of treatments the whole family can enjoy. “The number one reason men and women worldwide visit a spa is to learn how to manage their stress,” says Lynne McNees, president of the International Spa Association. “We don’t want the guests to go right back to their old routine upon returning home. It’s about teaching stress-reduction techniques and giving guests the tools to take the spa experience with them.” Those tools can range from meditation techniques to exercise routines. AMResorts offers at all of its properties various fitness and wellness classes, such as yoga, Pilates, aqua fitness, kickboxing, tai chi and guided imagery and breathing sessions.

Once guests are on vacation, resorts can draw them to the spa by following AMResorts’ lead. “Members of the concierge team make the rounds in the pool and beach areas to offer discounts on open spa appointments for the coming day, and promotions change daily based on target bookings,” says Lisa Logan, an Unlimited Vacation Club specialist for AMResorts. Health classes aren’t just for women, or even adults, so reach out to everyone. McNees notes that, although men have historically made up 30 percent of spa-goers, today there’s about a 50/50 split between the genders. Families are also visiting spas. “Parents are looking to build positive, early habits in their children,” McNees says. “Spas play an educational role, whether it’s in the form of a healthy-cooking class or teaching stress management.”

Resorts are also becoming increasingly health-conscious beyond the spa grounds for a more holistic experience everyone can engage in. “Each of AMResorts’ on-site dining locations and in-room dining menus offer gourmet cuisine with gluten-free, sugar-free, vegetarian and dairy-free options,” Logan says. “Furthermore, all Zoëtry Wellness & Spa Resorts offer an array of organic and heart-healthy à la carte dining options featuring locally grown fare and personalized dishes.”

According to McNees, other top spa trends include resorts’ incorporation of technological elements such as apps; express treatments that take 30 minutes or less; and indigenous treatments that reflect where the spa is located. “Each AMResorts spa reflects the storied heritage of its location while appealing to savvy spa-goers with innovative spa treatments and methods,” Logan says. Before updating your offerings, ask yourself which of these trends will be most beneficial to your guests in order for them to get the most out of your spa facilities.

Photo credit: Courtesy AMResorts