FIVE Spa Design/Renovation Must Haves
By Jane Segerberg Founder & President, Segerberg Spa Consulting, LLC | December 05, 2008
We are no longer mouthing the words, "Doing business in a brand new way". With the recent changes in the economic climate and subsequent changes in travel patterns and customer loyalty, we are doing business in a brand new way and saying "Who do we want to attract and who do we want to keep as loyal customers?" In the spa business, the anchor currently is the Baby Boomers. Baby Boomers are re-defining the response to what it means to age. Collectively Baby Boomers are set on staying physically , socially and intellectually engaged; won't be described as 'seniors'; and want to maintain contact with younger generations as a source of inspiration. The rising group of spa goers is Generation X, who bring their affinity for technology, coffee bars, extreme sports, and adventure vacations. In addition, the future of spa going lies in the rising Millennial Generation who are very social and tend to socialize in 'teams' or groups rather than in pairs and rightfully can claim multi tasking as their forte. In one word the answer to "who?" is multi generational.
Just as with many other areas in the hospitality business, spas are feeling the shift in guest expectations and definition of value. Looking forward as we re-tool and do business in a new way, the opportunity to socialize at spas is readily an apparent necessity as is the need to handle multiple generations with their individual nuances. And - - do it in a smart, efficient and value-driven way. During the major boom of spa build outs, only a few spas were built to be organized for exceptional service delivery, ease of guest flow and flexible spas that can provide both socialization and privacy. In the upcoming era of spas it will not be the biggest that are the Best, but the spas that deliver the best value who will be the Best. It will not be the wildest most unusual concept that will be the Best, but the concept that serves the needs of the market and withstands the test of time that will be the Best. In short, the spas in the forefront of the future will be those that constantly and reliably deliver what spa guests say over and over that they want and expect:
o To feel relaxed and escape everyday life
o To enjoy family and friends
o To meet others
o To improve their health