BUSINESS
ARCHITECTURE AND DESIGN
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THE SPA With the Covid-19 pandemic putting health and well-being in the spotlight, Amanda Barrett, associate at KCA International, talks about the latest trends in luxury spas.
Focus on world-class facilities Spa experiences are shifting from brief treatments in a single room to “wellness journeys.” The post-pandemic consumer is looking for a holistic experience that isn’t limited to a body relaxation massage but explores innovative techniques of facials, body scrubs, lymphatic drainage treatments, infrared saunas, contrast therapy, acupuncture, the use of aromatherapy and anything that stimulates circulation. Guests are constantly seeking new experiences, new treatments and new ways of experiencing them. The characteristic elements of a spa (sauna, shower, relaxation area, etc.) are being transformed into ever-changing products. Through the synchrony between images, ambient lights, perfumed essences and music, the classic elements of the spa acquire a new personality, are continually renewed and are able to surprise. Wellness centers are even provided with cutting-edge
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HOSPITALITY NEWS ME | DEC 2021-JAN 2022
equipment for a bespoke spa experience. I recently completed a spa at the Address Beach Resort in JBR, with massage beds offering a combination of multilayered sound waves and power showers designed to awaken the circulatory system with a warm water rain massage.
Spa as a wellness destination Nowadays, spas are becoming destinations themselves, attracting inhouse guests and local communities. As a result, owners and hotel operators are requesting greater emphasis on the interior design and selection of materials: high-end finishes of marble, custom mosaics and artworks are recurrent elements as guests expect even higher standards. This attention to detail in what guests can touch, feel and experience begins as soon as they enter the spa and follows through the rest of the space to create harmonious experiences.
Spas generate revenue for the hotel, much like F&B outlets, so owners are willing to allocate a higher budget towards these areas.
Incorporating mental wellness In an increasingly stressful world, people are investing more in their mental and physical health to achieve a well-balanced life. Spas are no longer seen as places to restore only the body. One of the new objectives of the modern spa is the reconnection of body-mind-spirit, which can have a profound effect on one’s health. Traditional Chinese medicine and Ayurvedic methods have become even more popular thanks to the way they connect mind and body. They look for the source of the problem, not just the symptoms. Spas continue to develop and grow, with acupuncture and reflexology now in vogue.
