The hotel industry’s craze for “wellness” services is still strong.After the phase of widescale discovery and equipment, the time has now come to develop the concept further.A new phase has begun that involves centring on clientele’s real expectations, as well as on the advent of the spa as a first choice marketing angle.
“Spa mania” is not a phenomenon of fashion. Rarely has a new field raised so much interest in the hotel industry from professionals and clientele alike. After initial curiosity and euphoria, the concept entered mores like a veritable expectation. Focussing on physical and mental wellness, Orientalist accents, Zen and minimalist philosophy, the spa appears as the corollary of another basic trend that remodels the hotel industry: lifestyle. It is a logical and concrete manifestation of new ways of understanding the night at a hotel in the 21st century. On the upscale segment, it is no longer a luxury, but a service that clientele consider a right. Some destinations have heavily reinforced their appeal through this offer that is so in synch with today’s concerns. Thus in Thailand, the spa industry has attracted more than 3 million foreign tourists in the last three years. The region that was most affected by the Tsunami, Andaman, is now officially banking on this sector to relaunch its activity. In the United States, the cradle of this phenomenon, an estimated 12,100 spas are located throughout the country with growth by 25% per annum. The figure would be even higher in Europe where the phenomenon is still relatively young. And sales and frequentation alike do not look ready to lose steam.This is a particularly advanced manifestation of a current trend that is spreading throughout the upscale hotel industry: the spa is no longer just one of many spaces. Its presence may be felt throughout the entire hotel and in the room with special kits with samples of essential oils, scented candles, massage products, etc.; the bathroom itself echoes the spa, with inspired decorative elements, or even jets of steam and other wellness equipment. This is a marketing argument that now plays a central place in advertising...
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