Spa Trends of the Future
Eco-spas. Family spas. Teen spas. Even hospice spas.

According to Mary H. Tabacchi, professor of spa management at Cornell University, these trends will be paramount to the future of the field. Tabacchi presented the keynote address at the 2004 Spa Resort & Expo held in New York City earlier this year.

Another important trend, Tabacchi said, is the phenomenal growth in the spa industry. There is some concern about whether or not that growth can continue, she adds.

"Between 2000 and 2002, some forms of the industry almost doubled," she said. "Then you look at some of the other growth figures, and you could forecast that by 2010 we might have 20,000 spas in the industry," she said, cautioning that it's merely a mathematical model, not a given.

"This means that spas that have been around all along need to sharpen their skills, make sure that customer service is excellent, and allocate costs appropriately," she said. "If you want a good, clean, exciting brand the way to start is to hire really friendly, caring, healing people and make sure their training is good.

"Customers learn about spas two ways, from word-of-mouth and their own experience," Tabacchi adds. She urges owners to watch where their money is spent, particularly when it comes to advertising.

"If you get your travel writers involved and they are treated properly, and they like you, their write-up is 100 times more effective than an ad in a glossy magazine," Tabacchi said.

Teens are a growing market that will help define the industry, she adds. Medi-spas, a term she confesses to being confused by, seem, she said, to address cosmetic rather than medical issues.

"[But] what if a hospital became a hospital with a spa attached?" she posed. "How about a hospice spa? What better place to die than where people are taking care of you?"

Environmentally friendly spas will be the top priority among spa-owners and well-educated spa-goers.

"If spas don't go even partially this way, and don't become more 'green,' they're going to lose the clientele they already have," Tabacchi said.

"You can start slowly," she added. "For example, if you have a restaurant and want to go organic, you add one organic item, then build from there." With a spa, it's the same concept. "Don't use so many towels," for example, she said. "It's a big waste of water.

"If we don't jump onto this [environmental trend] we're going to look like we don't care about the environment, and that's the worst thing a spa-goer can hear," she said.

Spas that offer ancient techniques will also be an evolving trend, Tabacchi said. "Ancient Chinese medicine, Ayurvedic-based treatments and Jamu, a Balinesian-based technique (see Body & Spa, this issue) are all common-sense practices within cultures," Tabacchi said. "We see how ancient remedies can be very beneficial - and as long as they are presented professionally, they will be successful."
- Naomi Serviss