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SpaFinder Releases 2011 Global Spa Trends to Watch Report With Exclusive Commentary From SpaFinder President Susie Ellis

Posted: December 3, 2010

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But woe is the spa that attempts to label this active, and often affluent, demographic. The days of “over 65” as a catchall category will soon become ancient history. After all, there’s a huge difference between a 70-year-old who plays tennis three times a week and an 85-year-old seeking pain relief.

Forward-thinking examples include: Fairmont’s Willow Stream Spas; Scandinave and Le Nordic models in Canada; and the Hakone Kowakien Yunessun in Japan. For the Aging ... Raging trend, how do you recommend that smaller spas incorporate more comprehensive, whole-body wellness into their businesses? If they don't have the space in their spas, how would you recommend they collaborate with area businesses that do offer these service (exercise physiology, etc.)?

Susie Ellis: Even smaller spas and spas that don't have the resources to add new, dedicated practitioners, facilities or equipment to address the specific needs of the vast, aging baby boomer generation, can implement many things that will speak to and attract this critical clientele. For instance, spas can partner with and enlist special practitioners to come in on certain days. For example, practitioners who perform therapies such as Active Release (acupuncture for pain relief) or an exercise physiologist who could perform physical therapy before treatments.

Additionally, spas can work out a mutually beneficial arrangement with practitioners, such as exercise physiologists, the involves referals of their patients to your spa for relevant treatments, and you reciprocate by referring clients to them.