European Spa Trends: A new era for wellness

European Spa presents five global trends that will impact businesses as they meet the rising demand for preventative health

“ Demand has accelerated over the past year, and today ‘wellness’ is everywhere. Looking ahead, the take-up of spa and wellbeing services is set to grow exponentially by 2025, as it answers the need for second-line preventative health solutions and becomes an even more established and crucial pillar of

Forward-looking spa businesses and suppliers are already taking a lead in the emerging global wellness economy, poised to contribute new concepts and services in our rapidly changing world.

In this edition, we share five macro trends that are set to influence wellness demand, welcoming in an era of hope and optimism for our industry. The pandemic sent us all home to get creative and it is now time for spa and wellness leaders everywhere to consider how they can best answer the call for preventative healthcare that is set to reshape and boost the spa and wellbeing sector.

REPORT BY SARAH CAMILLERI

Wellbeing goes mainstream

Make those vital ‘wellness connections’

The importance of maintaining physical and mental health has become a global priority. One of the biggest shifts catalysed by the pandemic is a growing desire for self-care, spiritual wellbeing and long-term preventative health regimes. In short, the world is waking up to the value of wellness modalities.

Backing this trend, the growing global wellness economy is worth some $4.5 trillion dollars, according to figures from the Global Wellness Institute (GWI), which incorporate exciting new segments and areas of expertise, such as mental wellbeing services. Read the GWI report at https://globalwellnessinstitute.org

In the next five years, many brands and sectors will strive to be seen as having ‘wellbeing value.’ An astonishing array of new applications and concepts are coming. Media outlets; top-level hotel, resort or hospitality destinations; wearable technology and AI developers; designers; conscious beauty brands; and social media influencers all want to forge deeper ‘wellbeing connections’ to drive engagement with conscious consumers.

As people can start to move more freely again, changing how they work, play and travel, wellbeing investment in hospitality will bounce back as part of self-care, staycations and wellbeing resets that will drive new demand and revenue pathways.

EUROPEAN SPA TAKEAWAYS

Increase your industry knowledge The world of wellness is moving quickly. Spa and wellbeing knowledge is critical to ensure you are on track with the latest industry innovations and training.

Successful brands will be wellbeing brands Think about how your business presents its wellbeing services. Also consider how you will evolve as an omni-channel business in the digital age.

Driving change from the inside It’s time to talk to your GMs and investors about how they can deliver and support authentic wellbeing delivery throughout their offer.

Communication, connection and community

How will the ‘three Cs’ influence the success of your business?

Photo courtesy of Six Senses

Necessity is the mother of invention and the pandemic has provided new gateways to the world via our mobile devices, which bring access and opportunity to new wellbeing audiences. As a result, no business can understimate the importance of the three Cs – communication, connection and community.

Creating a community through omni-channel connection continues to be to essential for all spa businesses in every setting. European Spa has reported on the progress of brands worldwide in rolling out their online wellbeing services, showcasing the industry’s talent and capacity to deliver wellbeing excellence. The creativity, generosity and sense of community that has been developed will serve them well in future.

Leading hotel, resort and destination spas will continue to feel the loss of international travellers, large events and celebrations, and as luxury hospitality looks to build new local and national markets, spa and wellbeing will lie at the heart of every recovery strategy,

with the right communication to drive bookings and ‘halo revenue’. A future wave of forward-thinking wellbeing investment is set to take place across hospitality, leisure and high street locations, to drive new business. In addition, both the fitness and beauty sectors will look to the spa industry and be guided by its inspirational wellbeing experience in a bid to broaden their appeal.

EUROPEAN SPA TAKEAWAYS

We live in an omni-channel world Think about your reach and connection in both the physical and virtual realms.

Champion the power of touch It’s time to elevate the value and expertise of the hands that deliver spa and wellbeing services.

Wellness delivery takes commitment Invest in the best practitioners and supply partners for long-term success.

Hyper-personalisation and healing

The continuing evolution of spa and wellbeing services

Touch and healing connection are the greatest assets that the spa sector possesses, and its nurturing workforce is its secret ‘super power’. The spa industry is people-centric, highly skilled and focused on helping others to live their best lives.

The pandemic has catalysed a desire by many to seek out the wisdom of holistic healing practices and spa modalities for the benefit of their bodies, minds and souls. Evidence-based approaches and new appreciation for the professionals who deliver high-level, personalised wellbeing services, are set to grow.

Spa time will deliver wellbeing knowledge in models devoted to mobility, fitness and movement as well as mindfulness, breathwork, mental resilience, nootropics and the latest brain healthcare.

Shamanism and a host of ‘soul therapies’ will be joined by re-imagined modalities that offer the healing qualities of sound, water, heat and light. New thinking will widen spa horizons on hormonal health, circadian therapies, gut-mind regimens, nutrition, natural pain relief, body and energy work; and biohacking.

The value of skin health services will also deepen the trend for hyper-personalisation. On the spa treatment menu, expect to see creative beauty brand mash-ups that meld science, nature and technology. Innovations in this newly emerging category will meet the demand to go ‘beyond beauty’ as we know it to fight inflammation, pollution, blue light, UV, sensitivity, stress and enhance every life stage and skin issue.

Organic formulations and sustainability will also take the lead as conscious consumers select brands that can prove they care for the planet.

EUROPEAN SPA TAKEAWAYS

It’s time to become more immersed Expect more immersive wellbeing experiences that appreciate lifestyles, life stages and individuality.

Push for personalisation and skill Think more about curated spa ‘time’. Upskill your teams to achieve real personalisation and higher service levels.

Actively listen to your customers and community Quality, trust, authenticity and care will be the watchwords of leading spa businesses.

Sustainability and diversity

What can we do better as an industry?

Every spa business in future will have to evaluate their contribution to people, planet and health. Protecting our planet is the humane shift to a regenerative world. No sector can ignore the issue of single-use plastics as they choke our oceans, or the ongoing, mindless approach to de-forestation and preserving biodiversity.

Every business needs to audit its sustainability credentials to find ways to reduce, reuse and recycle.

One of the best documents to read as a business leader is the 2030 Agenda for Sustainable Development, created by the United Nations to provide “a blueprint for peace and prosperity for people and the planet, now and into the future”. Its 17 Sustainable Development Goals are an urgent call for action by all countries, developed and developing, in a global partnership. Find out more at https://sdgs.un.org/goals

Celebrating people out in industry is a goal for European Spa, just as it is for many spa and wellness business leaders. It’s time to elevate the experience and expertise of spa managers, wellness specialists, therapists and the many and diverse experts in the supply chain.

Spa businesses also need to consider inclusion in the workplace and talent acquisition across generations as the sector is set to soar. Inclusivity and diversity are undoubtedly two of the hottest topics of conversation for our sector, and the British Beauty Council is calling for the beauty sector to drive change.

Find out more at https://britishbeautycouncil.com/ wp-content/uploads/2020/05/Diversity-and-Inclusivity- Report-May-15-2020-British-Beauty-Council.pdf

EUROPEAN SPA TAKEAWAYS

Future-proof your business Develop a clear policy on single-use plastics throughout your supply chain.

Reduce, reuse and recycle Cut down on what you throw away. Follow the mantra above to conserve natural resources and landfill space.

Create impactful ways to demonstrate recognition Provide clear career paths and recognition for spa and wellness professionals.

Heartfelt leadership

The best way for spa leaders to make a real difference

On a macro level, governments are looking for new solutions to help their populations to live healthier, happier lives. This presents the spa sector with a unique opportunity to step up as the second frontline in promoting healthy ageing and positive lifestyle change.

As a collective, now is the time for us to ask generative questions about the future, such as, ‘how can the spa industry be of service in our changing world and help people transform their lives?’

According to Dr Neil Carpenter, co-author of a recent UK industry report entitled: The Effects of Personal Care Services on Mental Health & Wellbeing, supported by NHBF, BABTAC, the UK Spa Association and the British Beauty Council: “Mental ill health is the single largest cause of disability in the UK, contributing up to 22.8% of the total burden, compared to 15.9% for cancer and 16.2% for cardiovascular disease.”

The future will require us all to be brave and stay flexible. Wellness leadership starts with you and then ripples out. Your family, team, customers and wider community will feel the difference.

At present, it is time for us to come together as a global wellness community to raise the value perception of our industry as the second frontline in a new era for wellness.

EUROPEAN SPA TAKEAWAYS

Wellness begins at the core Heartfelt leadership starts with you and your team

Start the conversation It’s time for spa leaders to educate all stakeholders, including teams, customers and, importantly, your investors, about the true value of wellbeing.

Stay informed and stay ahead Enjoy this edition of European Spa and discover how spas everywhere are working for successful futures. We welcome you to increase your knowledge at www.europeanpsamagazine.com