SpaFindersTop Trends for 2010

I'm particularly interested to see the Top Spa Trends for 2010 as identified by SpaFinders as it coincides with some my observations that were expressed in previous articles and speaking engagments. I also tend to have a slightly different take on some of the points made.

Top 10 Global Spa Trends to Watch in 2010
1) The New “P” Word Goodbye, pampering. Hello, prevention. Well, not so fast. It’s more like, move over, pampering; hello, prevention. Against the backdrop of a global healthcare crisis, prevention is poised to be the new “it” word of the spa industry in 2010 and beyond. But rather than replacing established industry concepts like pampering and wellness, it’s a sharp (and smart) refocusing of the conversation. Pampering, after all, speaks to the stress-reduction, relaxation goal of most spa-goers, and that in itself is preventive.
My take: Stress reduction is of critical importance in today's world. The majority of spa consumers want to feel they can justify the expense of a treatment -- and "healing spa treatments" fit the bill.

2) Year of the Hammam With spa-goers increasingly seeking authenticity, tradition, and that magical spa experience that also offers true results, the Middle Eastern hammam (hamam in Turkey) represents one of the hottest trends for 2010, albeit with a distinctly modern expression. This is the year in which people who have never heard the term hammam will learn its meaning, and those already familiar with it will discover new places to experience it.
My take: Certainly SpaFinders identification of hammam as a hot trend will increase awareness worldwide of this unique spa offering. I think the trend should be broadened to include Turkey's thermal spa experiences since both are hidden gems waiting to be discovered. Having the 2010 Global Spa Summit hosted in Instanbul in 2010 should be helpful in promoting Turkey's spas.


3) Not “Going to,” But “Belonging to” a Spa No longer a place where you infrequently “go” for the occasional treatment, spas are being creatively re-imagined as places of “belonging”—not only through the big rise in membership programs, but also in the diverse ways spas are being recast as social or communal hubs—contributing the additional, although unspoken, benefit of emotional health.

4) The Online Spa 2010 will be a watershed year for the spa industry’s virtual presence. Consumers are already online searching for spas, booking treatments, joining online weight loss and coaching groups, and embracing social networking sites, such as Facebook and Twitter. (Some even play the online Sally Spa game.) But there’s more to come.
Get ready for gaming while you exercise, for having health information (like your blood pressure and heart rate) automatically uploaded for access online by your spa or doctor, and for spas to use yield management software that—much like the airlines—enables price variation, so spas can offer a less expensive massage on weekday mornings, compared to Saturday afternoons. And in early 2010, you’ll be able to stroll down any street in the U.S. and check your iPhone to pinpoint the spa nearest you, thanks to the upcoming SpaFinder App.
5) The Hybrid Spa The modern spa is increasingly a “hyphenated” affair, with spas incorporating far more fitness, fitness centers incorporating more spa, hospitals incorporating spa elements, and spas bringing in more medical doctors and specialists. The era of the spa/fitness/integrated-health-center/hospital/spiritual-retreat/wellness-center/beauty-clinic is on a serious upswing. It’s one integrated human body, after all, and the “pure” spa is on the decline, while the hybrid spa is busy inventing new you-name-it plugged-in hybrid models.

6) The Price Is (Still) Right2009’s headline spa story was the industry’s aggressive response to the global recession and the near-universal focus on deals, deals, and more deals. While there’s (cautious) consensus that the economy is in recovery mode, there’s great news for consumers in 2010: The spa bargains will continue apace, not only straight discounting, but also more innovative incentives smartly designed by spas to drive incremental revenue and retain loyal customers. And keep an eye out for savvy new spas combining less expensive treatments and facilities with a touch of glamour, hitting a sweet spot between nice and price.
My take: Add value and give the customer what they want. Help the customer solve their problem by providing solutions in terms of programming while keeping in mind customer needs in terms of time constraints and bugets. It seems obvious but one wellness destination launched a programexcluding meals and overnight accommodations thus limiting themselves to a local market only.

7) Wellness Tourism WowsWe’re familiar with people seeking spas for wellness—and also with “medical tourism,” crossing borders for medical procedures (often plastic surgery, dentistry, knee replacements, etc.). Well, make room for “wellness tourism,” a new term describing travel across borders for preventive services, diagnostics, spa and well-being vacations, even stem cell banking. The concept not only dramatically broadens the appeal of the medical tourism model (which has suffered from its narrow association with plastic surgery), it’s increasingly poised to become the way we define our time away from home and work in the future.
My take: Hallelujah Susie. Well said. Luxury hotel management companies would do well to recongize wellness tourism as an industry that is here to stay and dedicate resources to develop and implement global packaging that resonate with customer demands in terms of programming and pricing.

8) Scary and Silly Spa Stories Drive Evidence, Science, and StandardsThe fallout from heavily publicized spa horror stories—and the recession-driven consumer insistence on no-gimmick treatments with real, measurable benefits—will quicken a rising industry trend: the demand for evidence-based therapies, stricter industry standards, and greater transparency/resources to help spa-goers separate the wheat from the chaff. As spas move into the health and wellness sectors, facts, evidence, and science that support industry approaches will move front and center, even at the cost of a few diamond facials.

9) Diversity at a Tipping PointFor years analysts have discussed how the spa industry has been attracting new demographics (men, teens, seniors, new ethnic groups). But in 2010 diversity has reached a tipping point: It has fully arrived, and it’s here to stay. Spa-going has become so mainstream that the face of the spa-goer will now continue to reflect the wider global population. Every spa region has its unique “diversity story,” and around the globe far more men, younger and older generations, and ethnic groups are hitting the spa. And spas are taking note, with offerings that cater to these diverse groups’ needs and wants. Set to explode: In the U.S. alone, where approximately 78 million baby boomers are poised to enter their 60s, watch for “silver spa-ing” to really take off.
My take: Babyboomers make great customers. Right on Susie for this assessment.

10) StillnessThe modern human experience is an unprecedented amount of sensory overload, noise, and media stimulation. We’re wired to the gills, spending nearly all waking hours in front of TV and computer screens—bombarded, texting, tweeting, clattering away—now even on airplanes. With the spa as one of the last remaining sanctuaries of silence and serenity, look for the industry to put a new emphasis on stillness, on slowness, on silence. From totally silent massages/treatments or using white noise and subtle nature sounds instead of music; to silent walks, hikes, and dinners at Red Mountain or Rancho La Puerta; to Six Senses Spas’ focus on a “Slow Life” approach; to an upswing in meditation offerings and programs, spas will help clients move from busy-ness and overload to quiet, to stillness. “Sounds” awfully good.
My take: This ties back to stress reduction and the first trend. Stillness is another word for meditation and meditation takes many forms whether it is a walking meditation such as hiking or the labryinth, active meditation such as yoga, tai chi or qi gong or visual meditation such as guided imagery. I agree with Susie's identification of this general trend however disagree on the silence part - sound meditation such as chanting or the sound of a gong has been used for thousands of years to reconnect to a different form of consciousness.

BAGNI DI PISA Natural Spa Resort

I'm starting to plan my visit to Italy and am delighted to have the opportunity to tour and learn more about the services as the Bagni di Pisa Natural Spa Resort.

Bagni di Pisa Natural Spa Resort is of particular interest to me for two reasons - one professional and the other is personal. I have written several articles on thermal spas and spoke on "The Importance of Thermal Spas in the Turkey and the Middle East" as a guest speaker in Turkey last October. I was also the moderator "The Synergy Between Spas and Medical Tourism" session in San Francisco last year at the Medical Tourism Association Congress. On a more personal note, my parents lived in Italy for many years while my father attended medical school at the University of Bologna and my grandfather traveled from the US to Italy many times to enjoy the healing thermal waters of Italy.

I will be traveling with family members of all ages and we are all excited about our spa visit! The menu is quite extensive (27 pages) and can be downloaded from www.bagnidipisa.com

Power Point Presentation: The Importance of Thermal Tourism in Turkey and the Middle East

For those of you who are interested in learning more about Turkey's thermal tourism initiatives and how they related to the Middle Eastern consumer, I welcome you to click on the link below.
It is a PDF of the presentation that I gave in Turkey last month.

The event was sponsored by the Association for Improving Health Tourism and has been posted to their website.

The Importance of Thermal Tourism in Turkey and the Middle East
File Format: PDF/Adobe Acrobat - View as HTMLThe Importance of Thermal. Tourism in Turkey and the. Middle East. Presented By: Camille Hoheb. Founder, Global Spa and Wellness. Business Consultant ...www.saglikturizmi.org.tr/sunum/adana/Camillehoheb.pdf -

Health Tourism in Turkey

The city of Adana, Turkey's 4th largest city, hosted a symposium entitled, "Health Tourism, the Role and Importance of Neighboring and Middle Eastern Countries" last Saturday. The conference was organized by the Association of Improving Health Tourism and was part of a larger medical fair sponosored by the Cukurova Association of Medical Industrialists.

I was very pleased to be one of the 3 invited international guest speakers and my topic focused on the importance of thermal spa tourism. Dr. Ratib Hinnawi, a Health Tourism Consultant from Jordan spoke about Jordan's medical tourism initiatives while Dr. Constantine Constantinides, CEO of healthCare cybernatives, and a physician in Greece gave a global overview of the industry.

Medical tourism is growing at an accelerated clip and estimates suggest it will be a $100 billion global indutry in 2 years.