spa business Comfort Consumerism And Our Modern Day Spa

In the modern world, comfort has become a highly valued commodity. Whether it's the comfort of our homes, our clothing, or even our food, we seek out ways to make our lives as comfortable as possible. Luxury and comfort is no longer about a price point; it's about relevance. What's most relevant to customers right now is an alignment of luxury and wellbeing, a pandemic-driven form of “comfort consumerism” that sees customers indulging in purchases in the pursuit of consolation. To evolve in a post-pandemic world, luxury spas must first understand how style preferences are changing and, much like their direct-to-consumer counterparts, embrace consumer-centric strategies to adapt.

With advancements in technology and improvements in manufacturing, our options for comfort are seemingly endless. But what does comfort really mean in the modern world, and why has it become such a priority? At its core, comfort is about creating an environment that feels safe, secure, and pleasant. It's about minimizing stress and maximizing relaxation, so that we can fully enjoy our experiences.

In the past, comfort was often associated with just basic necessities like having a roof over one's head and access to food and water. However, in the modern world, our definition of comfort has expanded to include a wide range of luxuries and conveniences. One of the biggest reasons for the increased importance of comfort in the modern world is the pace of our lives. With work demands, family obligations, and social commitments, many of us feel like we're constantly on the go. This makes it all the more important to have a comfortable space to come home to, where we can unwind and recharge. For example, a comfortable bed with soft sheets and pillows can make all the difference in getting a good night's sleep and feeling ready to take on the day.

Another reason for the emphasis on comfort in the modern world is the rise of consumerism. With so many products and services available to us, companies are constantly competing to offer the most comfortable and convenient options. From high-tech gadgets to

By Jacoline Wentzel, Managing Director of The Spa Warehouse

designer clothing to gourmet food, there's no shortage of ways to indulge in comfort. While this can be a positive thing in some ways, it can also lead to a culture of excess and waste.

So, what are some examples of comfort in the modern world?

One of the most obvious is our homes. With central heating and air conditioning, comfortable furniture, and modern appliances, our homes are designed to be cozy and convenient. We can control the temperature, lighting, and even the music with just a few clicks on our smartphones. Clothing is another area where comfort is a top priority. From soft, stretchy yoga pants to cozy sweatshirts and fuzzy slippers, many of us prioritize comfort over style when it comes to our wardrobes. This has led to a boom in athleisure wear and loungewear, which are designed to be both comfortable and stylish..

How do we translate the need of comfort consumerism in our spas?

Take the inside, Out

Comfort means different things depending on the time we are in. Now, we need more physical, tactile comfort from soft, warm clothes that cocoon us from the outside world. Consider whether a gown is enough comfort for a guest when visiting a spa (especially in winter) should we not invest in leisurewear or kaftans for our guests to choose as alternatives?

Home away from Home

With a rise in homeware sales and renovations after the pandemic, home comforts have become essential. So why not create a home environment away from home. Create comfortable lounge area with warm throws and blankets, soft textures and warm drinks that stay warm for longer. Use warm floor textures and offer warm soft socks to lounge in as alternatives to slippers. Allow our guests to lounge longer after their treatments.

Inspire consumers to reconnect

In difficult years where exploration has been limited, it has raised awareness of how nature can be restorative and aid wellbeing in so many ways. As wellness brands, we have the opportunity to share the incredible value in the physical and mental benefits of exploring the outdoors and loving wild places. So create outdoor adventures or lounging allowing the guests to explore or alternatively bring the outdoors indoors.

Make it easy to return to joy.

Create a happy and friendly environment, spilled over with generosity. Deliver more than promised, allowing the guest to be wowed. Attention to detail is key, from, clear communication for guests to connect with you, personalised treatment plans, extra comfortable treatment beds, to thank you notes to take home.

How does comfort affect our staff?

While comfort can certainly improve our quality of life, it's important to recognize that it's not always necessary or even beneficial. In fact, sometimes discomfort can be a valuable tool for growth and learning. For example, pushing ourselves out of our comfort zones can lead to personal and professional development. Traveling to new places, trying new technology, and meeting new people can all be uncomfortable at first, but ultimately lead to a more fulfilling life. Another downside of too much comfort is the potential for complacency. When we're always comfortable, we may become too content with our current situation and stop striving for improvement. This can lead to stagnation and a lack of motivation. It's important to strike a balance between comfort and challenge, so that we can continue to grow and develop as individuals.

Conclusion

It is time to challenge ourselves as spa owners, to start creating more comfortable spaces, that allows our guests to not only enjoy a home away from home, but allow them to be seen, where their need for comfort is being met.