A spa’s primary purpose is to heal and nourish mind, body, and spirit, so accordingly, the adoption of holistic spa principles can enhance the long-term success of a spa resort. Today the luxury traveler is seeking new life structures that are authentic and life-enriching experiences with a shift from fundamental needs, to higher needs and wants. This means that the demand for spas to have restorative and healing services is likely to continue to grow exponentially.
A New Spa Trend
As hotel spas move into the wellness arena, a unique, authentic program that can address the travelers whole being and extend the spa experience to a personal in-room atmosphere must encompass their need to de-stress, relax and feel a change evidenced by a good night sleep. A successful resort spa visit, therefore, should include fitness, health, and relaxation and address some spiritual component. “Beauty is almost a given,” according to International Spa Association “But it is superficial. It is external. We say what is internal is as important as the beauty aspect.”
Spa patrons want more than a massage that feels good for 20 minutes. They want advice on skincare and diet; products to recreate the spa experience at home; and techniques that they can use on their own to relax and stay fit, from exercise yoga to aromatherapy.
Wellness programs need to include information on how to maintain a long-term healthy and balanced lifestyle. Consumers are no longer content with short term pampering; they want to extend their healthy programs into a daily habit, turning the spa experience into a lifetime program.
Combining Mainstream and Spiritual
A blend of mainstream and spiritual treatment, which include classic spa treatments like massage, reflexology, yoga, and other healing and relaxing programs with more esoteric practices such as meditation and Reiki, cater to the growing demand in spiritual as well as physical restoration and balance. Along with its range of traditional treatments, many spa hotels now offer the option of Reiki and classes on yoga with ‘Sun salutations’ meditation.
In addition, spiritual practices such as meditation and yoga are more likely to be appealing in the future as part of a standard spa menu. The avoidance of gimmicks and over-commercialization is important to avoid turning off the new luxury spa customer seeking an authentic experience.
Surveys show that hotel spa department profits will grow by approximately 50%, and those high-end spas generate revenues in the region of $30-40 per occupied room. Generally, hotel spa guests are not very price sensitive. Having a spa often means more guests who spend more money and are more likely to return. And of course, a quality spa facility helps enhance a hotel’s overall competitiveness by distinguishing it from the competition.
Many luxury destination hotel spas have even begun to combine medical care, nutrition, and fitness with relaxation and pampering. Some have collaborated with health wellness organizations like the Cleveland Clinic in Ohio, and renowned psychologists like Dr. Dale V. Atkins to dispense lifestyle advice.
In-Room Spa Atmosphere
All of these hotels are moving to design a complete spa experience and extend it to an in-room atmosphere. This attracts repeat clients with an environment of total health and wellness, which includes weight control, stress management, and spirituality.
An example of this value proposition is the Westin Fitness Heavenly renewal program, which even includes a wellness basket delivered to the guest complete with flowers, spa music, aromatherapy, and dark chocolate.
An in-room custom hotel and spa promotion extends the value proposition for spa amenities with free to guest or pay for view fitness channel programming. Over 3000 hotels the likes of Hyatt Hotels, Four Seasons, Marriott, Hilton, Sheraton, W, Ritz Carlton, Le Meridian, and others offer on command (OCV) programming with pay for view yoga and fitness videos which cater to the specific needs of travelers and those on the go. Artfully rendered, high-quality in-room yoga videos are usually available in three primary categories: fitness, stress reduction, and mental focus. These videos are purchased for $20.00 online and also on CD in some hotel spa or gift stores.
“With all the delays and long hours that come with modern travel, it is no surprise that frequent travelers have a hard time sticking to their fitness routines,” “For many hotel guests, the on-site fitness center is not an option. In-room fitness programs are ideal for this audience.”
Not only are the workouts among the most popular programs, but they are also specifically designed to be performed in the guest room using things like a towel, a bed, and a chair — items found in every hotel. It really is like having a personal yoga teacher in the room.
There are many options to stay stress-free while traveling for business or pleasure.