What key industry innovations can you identify?
Technology. Most notably, spa software systems, which are the heartbeat of operations. Around 10 years ago we started to see advancements in spa technology including the introduction of online booking. Initially, this was received with resistance but today it’s become mainstream. All Marriott spas offer it and see upwards of 40 per cent of their appointments made online. Many spas now also have mobile apps to engage with their members.
In addition, spas are now using data analytics to track guest demographics, spending habits, treatment preferences and feedback. This information helps them make informed decisions about everything from marketing and hyper-personalised experiences, to yield pricing.
In the future, AI will play a significant role – automating administrative tasks, advancing customer service and even delivering treatments autonomously. Spas must be prepared to adopt these innovations and be more open to change. At the same time, it’s our responsibility to safeguard the personalised, high-touch wellness experiences our customers expect.
What’s going to impact spas the most?
Over the next two decades, kids and young adults will be the driving force behind the global growth of spa and wellness. Younger generations are known to be trendsetters and highly influential across multi-generations.
I’m encouraged by the increasing rise of wellness among our youth and engagement on multiple fronts, including schools. From starting the day with mindful moments, incorporating social and emotional learning alongside academics and promoting both physical and mental health, we see strong signals that wellness will be deeply embedded in our youth. Especially as it continues onto higher education with colleges investing in wellness facilities and services too.
In my 20 years in the industry, I’ve never seen such a high level of awareness, interest and demand for what we do. I believe this is only the beginning for us, as the next generation will demand wellness in all forms and spas will play a significant role.
What’s the most radical change you foresee?
Preventive medicine is undeniably the future and spas will be critical in this transformative journey.
Already, medical breakthroughs are revolutionising preventative care and early detection of health issues, promising to enhance our quality of life and longevity.
What makes this shift even more remarkable is that many of these cutting-edge medical treatments are most effective when integrated with the wellness services spas offer.
As our services are increasingly recognised as legitimate and potent forms of preventive medicine, spas will swiftly transition from being perceived solely as a luxury amenity to an investment in one’s wellbeing.
With this in mind, our services are steadily gaining acceptance within the healthcare system, extending to medical insurance. This pivotal development not only fosters greater accessibility to spa treatments but also ignites a surge in demand, signifying an incredibly promising future.
Read more: www.spabusiness.com/kennethryan
