Top 10 Global Spa and Wellness Trends Forecast
2014 Trends Report
© 2014 Spafinder Wellness, Inc. All Rights Reserved.Information and data extracted from this report is to be accompanied by a statement identifying Spafinder Wellness, Inc. as the publisher and source.
2014 Trends Report As Presented By:
Mia KyricosChief Brand Officer
Spafinder Wellness, Inc.
Susie EllisPresident
Spafinder Wellness, Inc.
Top 10 Trends1 Healthy Hotels 2.0
2 Wired Wellness
3 Hot Springs Heat Up
4 Suspending Gravity
5 Ferocious Fitness
6 “Natural” Beauty Meets Social Media
7 Aromatherapy: Scent with Intent
8 Wellness Retreats Rise… & Urbanize
9 Death & Spas: Thriving During Life’s Transitions
10 Top 10 Surprising Spa & Wellness Destinations
Über Trend: Your Mind is What Matters
Healthy Hotels 2.0
1
MGM Grand (U.S.) triples its number of “Stay Well” rooms.
Fueling the Trend
• $439 Billion Wellness Tourism Industry
• A Need to Rejuvenate– Americans only take
10 of 14 vacation days– Japanese 7 of 18– South Koreans 7 of 10
• Rising Healthcare Costs
Wellness65% More
Wellness130% More
Tourism Spending (2012)
Stronger FitnessWyndham’s TRYP Hotels (International)
Sleep ProgrammingHotel Benjamin (U.S.)
Healthier FoodEVEN Hotels (U.S.)
PURE RoomsHypoallergenic Rooms by PURE®
At Hyatt, Marriott and more
Healthy Hotels 2.0
• Top trend in 2013– Hotels branding & rebranding around wellness
• Top megatrend in 2014– Deeper, multi-faceted programming
• Moving from the exception to hospitality vernacular
• Driven by demand & hotel response
• More than just a marketing differentiator
The Future: From Exception to the Rule
Wired Wellness
Heapsylone’s SmartSocks
2
Fueling the Trend
• “Quantified Self”: Our Need To Track Data– Project to sell 252 million
tracking devices by 2017– 100,000 Health Apps– 62 App Stores
• Rise in Virtual Classes– 30+ million results when
you Google “Online Yoga”
• mHealth– 40% annual growth – $10.2 billion by 2017
Untie the BandsStrava
Employee WellnessGetHealth
mHealthMendor Discreet, Diabetic
Monitoring Device
Meditation AppsSmiling Mind
Wired Wellness
• Are wired and wellness counterintuitive?
• Technology plays a significant role in:– Healthy living– Lowering health care costs
• Growing significantly:– Fitness & Wellness Trackers– Fitness & Wellness Apps– Online Booking
The Future: Spa & Wellness Providers Get Wired for Long-Term Relationships
Hot Springs Heat Up
The Banjaran Hotsprings Retreat
3
Fueling the Trend
• Authentic, local travel experiences
• Inherent sustainability
• Rise in people seeking social experiences
• Economically affordable, stress reliever
“The rub-off business
associated with hot
springs is staggering.”
– Cary Collier, principal, Blue Spas, Inc.
Old Become NewTauern Spa (Austrian Alps)
New & ImprovedEvason Ma’In Hot Springs (Jordan)
Luxurious OnsensHoshino Resorts (Japan)
“Trendy” Replaces “Funky”Two Bunch Palms (U.S.)
Hot Springs Heat Up
• Dates back to Roman times
• Exist all over the world
• There has never been a hotter moment for thermal spas
• Affordable, social, beneficial and natural
• Hundreds of new, exciting projects
The Future: Hot Springs are the Hot Spot for the Spa Industry
Suspending Gravity
Aerial yoga at Fairmont Scottsdale’s Well&Being Spa
4
Fueling the Trend
• Gravity’s Heavy Toll– Backaches, swollen feet, varicose veins– Compresses our organs
• Flotations Medical Benefits– Reduces stress, chronic pain, swelling,
depression and insomnia – Lowers blood pressure– Improves Skin
• New Weightless Fitness Approaches
Flotation Tanks/RoomsAman Resort (U.S.)
Flotation PoolsNordik Spa-Nature (Canada)
Aerial YogaFairmont Scottsdale’s Well&Being Spa
Anti-Gravity Fitness Equipment
AlterG
Floating SpasFloating Gardens (Amsterdam)
Suspending Gravity
• Desire to disconnect from the “weight” of the world
• Escape from gravity’s pull by “suspending it”
• Flotation tanks, chambers, pools
• Ariel & antigravity classes, treadmills
The Future: Space – A Spa Frontier
Ferocious Fitness
5
Tough Mudder
Fueling the Trend
• Walks, Runs & Marathons– Thousands of events– Millions of participants
• $2.2 Trillion Entertainment Industry– A "Ripped' celebrity culture– Reality TV: The Biggest Loser,
Extreme Makeover, Survivor and more
• Out-of-Shape Global Population– One billion adults are overweight– 475 million are obese
• A World Pressed For Time– High intensity interval training in
short timeframes
OUR COMPETITIVE NATURE
60% Boys
47% Girls
On Sports Teams By Age 6
Ferocious with a CauseJDRF’s Ride to Cure Diabetes
Ferocious CompetitionsTough Mudder
Ferocious Interval TrainingGwinganna Lifestyle Retreat (Australia)
Ferocious FunGROOV3 (U.S.)
Ferocious Fitness
• Like fashion, fitness is ever-changing
• More intense workouts & training
• Real & sometimes quick results
• Important part of social life
• Fun is a key ingredient
The Future: More Fun. More Competitive. More Hardcore.
“Natural” Beauty Meets Social Media
6
Fueling the Trend
• Demand for Organic– 2011, 15% rise in natural
personal care products– $23 billion market
• Consumers Want Less-Invasive Treatments– Non-surgical cosmetics
procedures grew 500% over last 20 years
• All-Natural Looks in Fashion
“1 in 5 of all [beauty]
products contain chemicals linked to cancer, 80%
contain ingredients that
commonly contain
hazardous impurities, and
56% contain penetration enhancers.”
– Environmental Working Group
Hands & FeetBastien Gonzalez Pedicures (Thermes Marins Monte-Carlo)
Scalp Treatments
“No-Poo” MovementArgan Oil
Nutritional Supplements
REVIV (U.S.)
Acupuncture: Now for SkinTiffani Kim Institute (U.S.)
Technology & Science
“Natural” Beauty
• People are expected to look their best 24/7
• Leaving the era of faux beauty
• Organic products, science & technology intersect to deliver seemingly natural results
• Less chemical products, more nature & technology
• Spas are the clean-beauty torchbearers
The Future: As the Selfie Takes Over, Beauty is an Expected Constant
Aromatherapy:Scent with Intent
7
Aromatherapy Associates
Fueling the Trend
• Aromatherapy market grew 15% annually over past 2 years
• Proven Health Benefits– Topical application: Antibacterial, anti-
inflammatory and analgesic effects– Aromatherapy: Reduces stress, anxiety,
insomnia, depression, tension headaches, systolic and diastolic blood pressure
• Mood-boosting & Brain-engaging
Custom Blending
Spa Matilda (Mexico)
Scent Goes High TechBody Bliss, Intentional Aromatherapy App
Beyond the SpaAromatherapy Artist Persephenie Lee
Even in CarsMercedes-Benz 2014 S-Class AIR-BALANCE System
Aromatherapy: Scent with Intent
• Essential component of spa treatments– Spas helped aromatherapy become mainstream
• Now being reimagined, from pleasant to personalized and transformative
• New aromatherapy of intention treats pain, depression and more
• Botanists and digital technology are playing a key role
• Well beyond sachets and cinnamon candles
The Future: Move Away from “Spray & Pray” Approaches to More Intentional Uses
Wellness Retreats Rise… & Urbanize
8
Salamander Resort & Spa
Fueling the Trend
• Wellness Retreats Offer What’s Missing in Traditional Medical Care– Supportive environment for making lifestyle
changes– Obesity rate 2x higher since 1980– Preventable diseases cause 63% of deaths
• 50% of the World Live in Urban Areas– # will double by 2050
• Travelers Taking Shorter Vacations, Closer to Home– “Near-Away” Destination Spas
Immersive WellnessVANA (India)
Brand Expansion – Rural…Lanserhof Tegernsee (Bavarian Alps)
…And UrbanLans Medicum in Hamburg
Brand ExpansionMiraval at Natirar to open in 2015 (New Jersey, less than 1 hour from NYC)
Urban-Close Destinations Salamander Resort & Spa (Virginia, near Washington D.C.)
Urban-Close Destinations GOCO Retreat (50 kms from 11.5 million people in Beijing)
Wellness Retreats Rise… & Urbanize
• Exciting growth after years of recession
• New locations with personalized, immersive wellness programming
• All new brands
• New expansion of classic destination spas
• New urban-close wellness retreats
The Future: Destination Spas & Retreats Fill a Healthcare Void
Death & Spas: Thriving During Life’s Transitions
9
Fueling the Trend
• Core identity of spa is healing, personal connection and helping people cope with pain and stress
• Spas are a natural extension of Hospice care
• Enlightened attitudes: People are increasingly accepting that death is as much a part of life as birth
• Spiritual awareness, including more acceptance of Eastern philosophies (mindfulness)– People are more open to getting help with stress, pain,
life issues
• And once again…an aging population
Hospitals Go SpaClodagh Design International
Caring is the DNA of SpasSpa4ThePink
Safe Places for Change…Green Valley Spa & Resort (U.S.)
…And Fresh StartsSpa Eastman (Canada)
Death & Spas: Thriving During Life’s Transitions
• Baby boomers are thinking seriously about aging & death
• Spas are returning to core strengths– Touch, healing and caring
• Hospitals & care centers are introducing spa elements
• Death isn’t the only challenge– Divorce, illness, job loss, PTS
The Future: People Embrace the Healing Power of Spa
Top 10 Surprising
Spa & Wellness Destinations
10
The Nam Hai(Vietnam)
Fueling the Trend
• 2013 State of Spa Travel Top 2 Trends:– People desire more exotic, off-the-beaten-path
destinations– People want immersion in local cultural
experiences vs. “generic luxury”
• Investing By Tourism Boards
• More Wellness Tourists
• Wellness-Obsessed Baby Boomers
• Global Consciousness & Social Interest
1. BhutanUma by COMO, Paro
2. GhanaKempinski Hotel opening in 2014 (Hotel rendering)
3. NicaraguaMukul, Beach Golf & Spa
4. PortugalLongevity Wellness Resort Monchique
5. VietnamThe Nam Hai
And 5 More
6. Colombia
7. Croatia
8. Lithuania
9. Morocco
10. Saudi Arabia
Top 10 Surprising Spa & Wellness Destinations
• Spa-goers and wellness seekers have “been there, done that” mentality
• Seeking exotic destinations and indigenous experiences
• Countries that were off-limits due to war, crime and social/political issues are re-branding around spa
• A “wellness halo” drives tourism dollars
• Wellness tourism is an important element
The Future: More New Destinations on the Spa & Wellness Map
Top 10 Trends
1 Healthy Hotels 2.0
2 Wired Wellness
3 Hot Springs Heat Up
4 Suspending Gravity
5 Ferocious Fitness
6 “Natural” Beauty Meets Social Media
7 Aromatherapy: Scent with Intent
8 Wellness Retreats Rise… & Urbanize
9 Death & Spas: Thriving During Life’s Transitions
10 Top 10 Surprising Spa & Wellness Destinations
Be sure to download the full report at:www.spafinder.com/trends2014
www.spafinder.ca/trends2014
www.spafinder.co.uk/trends2014
If you’re a member of the press, contact:Beth McGroarty, Research Director & Editor(213) 300-0107 or [email protected]
© 2014 Spafinder Wellness, Inc. All Rights Reserved.Information and data extracted from this report is to be accompanied by a statement identifying Spafinder Wellness, Inc. as the publisher and source.