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Industry Trends: Coming Full Circle

By: Melinda Taschetta-Millane
Posted: December 1, 2011, from the December 2011 issue of Skin Inc. magazine.
Miraval Arizona Resort & Spa in Tucson, Arizona, recently launched its Focused Stay programs.

Miraval Arizona Resort & Spa in Tucson, Arizona, recently launched its Focused Stay programs.

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Social media. Eden Spa & Boutique in Jonesboro, Arkansas, uses social media as a quick and easy way to get the message out about business, as well as to announce any specials or service promotions that are currently being offered. Facebook has increased the spa’s business tremendously, and according to the spa, a mere two minutes after it posts a new special, the phones start ringing off the hook.

7. Health and wellness education: Educate consumers on healthy lifestyles. So far, examples have just been from day spas. These next two instances are destination spas that are getting into the act, as well.

Miraval Arizona Resort & Spa in Tucson, Arizona, recently launched its Focused Stay programs, which include a personal health plan and private session with its medical director, as well as a variety of hand-selected private sessions, activities and programs to help guests meet their specific goals. The package includes four nights of accommodations, healthy food and beverages, unlimited participation in daily self-discovery programs and a resort credit that can be used toward private services or spa treatments.

Golden Door in Escondido, California, offers eight specialty weeks, including private accommodations and meals, a private program interview to customize fitness and personal services, nine spa services and a complete spa wardrobe. Topics vary each week and can include The Spirited Walker, Creative Renewal, Pilates Weeks and Writing From the Soul. The property also provides three new inner-focus and fitness classes: Chakras 101, Zumba and Cardiomax.

What consumers want

Is skin health the one thing that consumers are seeing as a necessity and also as a health benefit, but also helps them feel better about themselves? According to Coyle Hospitality Group’s April 2011 Priorities of Today’s Spa Consumers report, improving appearance grew by 3% from 2010 to 2011, which would indicate that the growing trend toward beauty commonly mentioned in trade publications is, in fact, in place in the minds of the consumers, mimicking what economists call the lipstick effect, where small indulgences are prominent in a recession. The spa industry also saw this effect after Sept. 11, 2001.