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Defining Your Spa

By: Naomi Serviss
Posted: June 4, 2008, from the February 2007 issue of Skin Inc. magazine.

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Whether through strenuous mountain hiking or through healing touch options, guests’ needs are addressed. Program advisors often recommend additional treatments. “At Canyon Ranch you can be as busy or unscheduled as you want,” states Figg. “People here are overwhelmingly surprised as to the kinds of choices and activities to help them achieve emotional and behavioral goals.”

“We offer guests’ physical assessments using video conferencing on nutrition and wellness,” Figg continues. “We all want people to live healthier lives and come to resorts and optimize their fitness goals.”

The Miraval Resort in Tuscon offers The Equine Experience, which is presented by author and horse communicator Wyatt Webb. Rather than learning to ride a horse, guests are challenged by learning how to groom a horse, clean its hooves and command it to trot, gambol or walk. “One of the biggest draws here at Miraval is the Equine Experience,” says Barbara MacDonald, Miraval’s public relations director. “The goal is to encourage guests not to actually ride a horse, but to examine their own methodology in dealing with colleagues, associates, employees or others in their lives.”

Additionally, many spas offer activity-related treatments that complement programs such as these, thus offering additional incentives to those active boomers who seek relaxation after a strenuous workout. For example, the Willow Stream Spas at Fairmont offers guests the Golf Performance Treatment, a massage therapy that is meant to complement the resorts’ popular golf courses.

The bottom line

From increased awareness to indigenous surroundings to personal on-the-spot training sessions, spa owners are eager to increase their bottom lines while helping to augment their guests’ relaxation and fitness. Hopefully, this leads to customer loyalty and far-reaching positive word-of-mouth.