Health Spas

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INDUSTRY SNAPSHOT

Heading into the later years of the first decade of the twenty-first century, Americans no longer considered spas as places to go for lavish pampering. Guests viewed their spa vacation as one component of a healthy lifestyle. More so than ever before, the American public was health conscious. Health spas enjoyed booming popularity throughout the 1990s, and this trend continued in the new millennium. In 2006, the spa industry remained the fourth largest leisure industry in the United States, according to the International Spa Association.

During the 1990s, the general atmosphere of health spas shifted its focus from strict regimented programs with emphasis on strength and fitness training. While such aspects remained a vital component of the health spa experience during the middle years of the twenty-first century's first decade, they were part of a broader plan that emphasized wellness, relaxation, holistic health, and therapy. Many spas dispensed with gymnasiums altogether, instead offering expansive outdoor retreats for exercise in a more natural and, presumably, less stressful environment.

Instead of being merely an added benefit to a destination, spas were becoming a destination in and of themselves as they marketed themselves to a broader range of patrons. In fact, the spa industry experienced such growth into the middle years of the first decade that the International Spa Association (ISPA) began to focus on continuing education for supervisors and managers, teaming with the Educational Institute of the American Hotel & Lodging Association. Together, the organizations would customize the program used to certify hospitality industry supervisors so that it specifically addressed the spa industry. As of 2006, the ISPA boasted 2,500 members in 73 countries.

Spas addressed a wide range of concerns related to health and fitness—or wellness—including skin care, muscle relaxation, weight loss, fitness, stress relief, and others. Clients rated relaxation as the chief reason for their spa attendance, according to the International Spa Association, and they voiced a desire for relief from the stress of everyday life. A trend toward medical spas, which started earlier in the decade and saw doctors and wellness educators on staff, continued in 2006.

During the first decade of the 2000s, distinct market segments emerged within the industry. Spa Finder identified six categories: destination spas, resort spas, wellness spas, weight management spas, spas abroad, and day spas. Management at top spas strove to separate their establishment from the crowded field by cultivating a reputation for excellence in a specific discipline. Some examples of specialization were tennis, golf, or hiking programs. Yoga also was becoming a major force in spa curriculums. With a little research, potential guests could identify the ideal locale for an upcoming visit.

Analysts attributed the explosion of spa popularity in the 1990s and the first decade of the 2000s to a variety of factors: the increasingly technological setting of the workplace; the greater number of individuals reaching middle age; the strong U.S. economy that was creating more leisure spending; and the growing acceptance of alternative therapies and treatments combined with awareness of health and fitness. Spas were increasingly used as a retreat from job-related stress and a fast-paced culture. Many companies took it upon themselves to send their employees to day spas, and some even took advantage of spas as a way to combine meetings with relaxation.

ORGANIZATION AND STRUCTURE

Spas draw from techniques used by ancient peoples as well as those from the modern world. Ideally, the spa experience focuses on a client's total physical, mental, and spiritual well-being. In fact, in the middle years of the twenty-first century's first decade, many spas actually requested that patrons leave all "necessities" at home, including clothing, makeup, cellular phones, and hair dryers. The resorts provided loose, comfortable clothing and products for personal hygiene.

Destination spas provided the complete wellness experience. Fitness programs were offered along with programs and lectures to educate and nurture. Typical meals consisted of spa cuisine with an emphasis on balanced, nutritious foods. Resort spas were situated on the grounds of vacation resorts that specialized in activities such as horseback riding, golf, or tennis. The menu was less restrictive than a traditional spa setting with most operating bars and lounges on the premises.

Wellness and weight management spas spotlighted methods for dealing with medical ailments or injuries. Visitors sought a healthier lifestyle and often worked with physicians and health care professionals to devise routines that could be used in daily living at home.

Spas abroad and day spas represented the opposite ends of the spectrum for customers. For those who wanted to travel to an exotic paradise, there were many top-notch spas scattered throughout the world. Services reflected the culture of the host country and offered a peek into customs of the region. Day spas continued to soar in popularity, as clients sought refuge from the pressures of everyday life. Most visits were a full or half day in duration, although the emergence of the hotel spa encouraged an overnight stay on the premises.

Cruise ship spas and hot springs are unique forms of destination spas. The increasingly popular cruise ship spa experience typically lasted from three days to two weeks, depending on the destination. Spas developed around natural hot springs experienced resurgence in popularity. As generations of people have known, therapeutic minerals such as sulfur, iron, calcium, and magnesium found in these waters can alleviate discomfort from arthritis, sore muscles, and chronic back pain.

Many luxury hotels and resorts were adding spas and outdoor recreation facilities to their properties. Surveys revealed that vacationers and business travelers who patronized higher end hotels and resorts had come to expect spa amenities and treatments. Hotel and resort owners unanimously...

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