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GSWS 2014 predicts ten future factors to affect the spa industry
By Helen Andrews 18 Sep 2014
Bjarke Ingels, architect and founding partner of Bjarke Ingels Group said Asian-themed spas have had their day Credit: GSWS 2014
Delegates from over 45 nations gathered at the eighth annual Global Spa & Wellness Summit (GSWS) in Marrakech, Morocco last week, to discuss the future of the US$3.4tn (€2.6tn, £2.1tn) global wellness industry.

On the second day of the Summit, 12 September, it was revealed that the GSWS 2015 will be held in Mexico City, Mexico, and it will be co-chaired by Gina Diez Barroso de Franklin, CEO of Grupo Diarq and Alfredo Carvajal, COO at WTS International. Carvajal's appointment as vice chair was announced that day.

Talks held during the 2014 Summit focused on ten major global trends that are set to impact the industry in the future. These discussion topics ranged from how design and architecture will influence sustainability, as well as the user’s experience, to the effect that technology will have on human interaction.

• Danish maverick architect Bjarke Ingels signalled it was time for an architecture and design reboot. He informed delegates that they have a responsibility to change the spaces we live in and he discouraged the uptake of commonplace Asian-influenced spa design and menus.

• The rise of millennials has increased the need for ‘can’t get anywhere else’ experiences, according to Peter Greenberg, CBS travel editor: “Generic luxury no longer satisfies most of us; there is a growing desire to find the heartbeat of a place and culture and then share it with the rest of the world on social networks.” Greenberg added that social networks provide a competitive “experience one-upmanship”, which he believes that traditional marketing can’t achieve. Thus, the experience itself markets the destination nowadays.

• Personalised genetic testing will allow people to predict health issues and prevent them, according to Dr Nasim Ashraf of DNA Health Corp. “Epigenetic testing is essentially the science of outsmarting your genes,” Ashraf said. This method of testing is already being performed at medical and destination spas around the world.

• Spa and wellness marketers have been urged to cast a wider net by focusing more on emerging generations including millennials and Generation Z – the first to have never lived without the influences of social media and technology. Not only are young people a key demographic for the spa market, but a massive demographic shift from male to female is also occurring – due in part to their longer lives and increasing wealth and education, according to Kjell Nordstrom, the Swedish economist and co-author of Funky Business.

• Nordstrom also told delegates that the futures will have a marked move away from suburbanisation to urbanisation and in 2030, 90 per cent of all people will live in urban settings. Inhabitants of a highly urbanised world will crave nature, simplicity but also extreme fitness, beauty and wellness, said Nordstrom.

• 30 years from now, 60 per cent of households will be single, according to Nordstrom's third trend forecast at the summit. He believes people will begin to die of loneliness, rather than old age, due to urbanisation, technology and demographic shifts that are emphasising an overarching sense of ‘aloneness’. He hopes spas will help to abate this loneliness.

• Governments and companies across the world are embracing the concept of wellness tourism, coined less than a year ago by SRI International. This key market segment is worth an estimated value of US$494 billion (€382bn, £302bn) and growth of 12.5 per cent year-on-year.

• The Summit predicts Africa will be at the heart of a wellness tourism explosion, with spa revenue on the continent already on the rise. New data shows a 186 per cent growth from 2007 to 2013 in Sub-Saharan Africa. The Moroccan Agency for Tourism Development (SMIT) has focused on its spa and wellness market and has US$253m (€195m, £155m) in annual spa revenues.

• Retail and marketing expert Paul Price warned delegates not to allow technology to drive decision-making. He said technology departments should be driven by marketers and not the other way around. At some point - amid the development of new currencies, 3D printing delivering products on demand and an information overload - people will look for a health and wellness option to simplify choices.

Wellness communities are also expected to take off in the form of mixed-use properties, such as a new sustainable project in Serenbe, a community outside Atlanta, US, which focuses on organic farming, culture and green building. Delos’ WELL Building Standard – informed by seven ‘wellness’ aspects: air, water, nourishment, light, fitness, comfort and mind – is being embraced by the mainstream medical community. Delos has teamed with the Mayo Clinic on a Well Living Lab, whose research will explore the interaction between health, wellness and the building environment.


News
1 to 12 of 8160 news stories
24 Jun 2022
The Global Wellness Summit (GWS) has kicked off the sixth season of its wellness podcast which has recently been renamed Global Wellness Conversations (GWC). First recorded at the 2019 GWS in Singapore, GWC has grown ... More
23 Jun 2022
A new report by Deloitte, outlining the social and economic value of the global health and fitness industry, has been released by The Global Health & Fitness Alliance (GHFA), in collaboration with IHRSA. The 418-page ... More
23 Jun 2022
Industry veteran Jacqueline Berry has been appointed group director of spa and wellbeing at Miraval. She will oversee the company's Life in Balance spas at Miraval Arizona, Miraval Austin and Miraval Berkshires. Berry was previously ... More
23 Jun 2022
Rosewood Hotels & Resorts is continuing its strategic global growth plan and will open its first property in Venice, Italy, in 2025. Rosewood announced it has been selected to manage the Hotel Bauer in Venice, ... More
22 Jun 2022
A new spa and wellness retreat has launched at The Fontanelle Estate in Tuscany, a countryside property nestled among the rolling hills and vineyards of Italy’s Chianti wine region. Completed with the help of Lahra ... More
21 Jun 2022
The winners of the 13th annual Good Spa Guide Awards were announced last night (20 June) at industry conference Spa Life UK taking place this year in the Cotswolds. The awards celebrate the best in ... More
16 Jun 2022
Mandarin Oriental Hotel Group (MOHG) has signed a long term management agreement with Attestor Limited to rebrand and manage Hotel Cristallo in Cortina d’Ampezzo, Italy. Currently operated by Marriott International within its Luxury Collection, the ... More
16 Jun 2022
Newly-formed industry body The Great Spa Towns of Europe association has appointed Stefan Szirucsek as its new board chair. As of July 2021, The Great Spa Towns of Europe was established as a UNESCO World ... More
15 Jun 2022
On 24 June 2022, skincare specialist and therapist trainer Jennifer Young will launch a new training course called Hormonal Wellness Touch Therapies. The new qualification is designed to enable spa therapists to help guests address ... More
13 Jun 2022
Hotels with wellness revenues exceeding US$1m generated 126 per cent more in total revenue per available room (TRevPAR) in 2021 than those with wellness revenues of less than US$1m, according to the latest Wellness Real ... More
10 Jun 2022
After a two-year hiatus due to the pandemic, the 14th annual HOTel&SPA event returned last week, bringing together top hospitality and spa executives from across Europe and beyond for a day of talks and networking. ... More
09 Jun 2022
Global lifestyle brand Nobu Hospitality, founded by Robert De Niro, Nobu Matsuhisa and Meir Teper, has announced plans to open its fifth Spanish destination in Madrid. Centrally positioned in the heart of the Spanish capital’s ... More
     
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Les Mills International
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NEWS
GSWS 2014 predicts ten future factors to affect the spa industry
POSTED 18 Sep 2014 . BY Helen Andrews
Bjarke Ingels, architect and founding partner of Bjarke Ingels Group said Asian-themed spas have had their day Credit: GSWS 2014
Delegates from over 45 nations gathered at the eighth annual Global Spa & Wellness Summit (GSWS) in Marrakech, Morocco last week, to discuss the future of the US$3.4tn (€2.6tn, £2.1tn) global wellness industry.

On the second day of the Summit, 12 September, it was revealed that the GSWS 2015 will be held in Mexico City, Mexico, and it will be co-chaired by Gina Diez Barroso de Franklin, CEO of Grupo Diarq and Alfredo Carvajal, COO at WTS International. Carvajal's appointment as vice chair was announced that day.

Talks held during the 2014 Summit focused on ten major global trends that are set to impact the industry in the future. These discussion topics ranged from how design and architecture will influence sustainability, as well as the user’s experience, to the effect that technology will have on human interaction.

• Danish maverick architect Bjarke Ingels signalled it was time for an architecture and design reboot. He informed delegates that they have a responsibility to change the spaces we live in and he discouraged the uptake of commonplace Asian-influenced spa design and menus.

• The rise of millennials has increased the need for ‘can’t get anywhere else’ experiences, according to Peter Greenberg, CBS travel editor: “Generic luxury no longer satisfies most of us; there is a growing desire to find the heartbeat of a place and culture and then share it with the rest of the world on social networks.” Greenberg added that social networks provide a competitive “experience one-upmanship”, which he believes that traditional marketing can’t achieve. Thus, the experience itself markets the destination nowadays.

• Personalised genetic testing will allow people to predict health issues and prevent them, according to Dr Nasim Ashraf of DNA Health Corp. “Epigenetic testing is essentially the science of outsmarting your genes,” Ashraf said. This method of testing is already being performed at medical and destination spas around the world.

• Spa and wellness marketers have been urged to cast a wider net by focusing more on emerging generations including millennials and Generation Z – the first to have never lived without the influences of social media and technology. Not only are young people a key demographic for the spa market, but a massive demographic shift from male to female is also occurring – due in part to their longer lives and increasing wealth and education, according to Kjell Nordstrom, the Swedish economist and co-author of Funky Business.

• Nordstrom also told delegates that the futures will have a marked move away from suburbanisation to urbanisation and in 2030, 90 per cent of all people will live in urban settings. Inhabitants of a highly urbanised world will crave nature, simplicity but also extreme fitness, beauty and wellness, said Nordstrom.

• 30 years from now, 60 per cent of households will be single, according to Nordstrom's third trend forecast at the summit. He believes people will begin to die of loneliness, rather than old age, due to urbanisation, technology and demographic shifts that are emphasising an overarching sense of ‘aloneness’. He hopes spas will help to abate this loneliness.

• Governments and companies across the world are embracing the concept of wellness tourism, coined less than a year ago by SRI International. This key market segment is worth an estimated value of US$494 billion (€382bn, £302bn) and growth of 12.5 per cent year-on-year.

• The Summit predicts Africa will be at the heart of a wellness tourism explosion, with spa revenue on the continent already on the rise. New data shows a 186 per cent growth from 2007 to 2013 in Sub-Saharan Africa. The Moroccan Agency for Tourism Development (SMIT) has focused on its spa and wellness market and has US$253m (€195m, £155m) in annual spa revenues.

• Retail and marketing expert Paul Price warned delegates not to allow technology to drive decision-making. He said technology departments should be driven by marketers and not the other way around. At some point - amid the development of new currencies, 3D printing delivering products on demand and an information overload - people will look for a health and wellness option to simplify choices.

Wellness communities are also expected to take off in the form of mixed-use properties, such as a new sustainable project in Serenbe, a community outside Atlanta, US, which focuses on organic farming, culture and green building. Delos’ WELL Building Standard – informed by seven ‘wellness’ aspects: air, water, nourishment, light, fitness, comfort and mind – is being embraced by the mainstream medical community. Delos has teamed with the Mayo Clinic on a Well Living Lab, whose research will explore the interaction between health, wellness and the building environment.
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The list of mentors for the recently announced spa manager mentorship programme – as part of the Global Spa Management Education Initiative – have been revealed at the Global Spa and Wellness Summit (GSWS) currently taking place in Marrakech, Morocco.
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The eighth annual Global Spa & Wellness Summit (GSWS) has kicked off today at the Four Seasons Resort Marrakech, Morocco, and will continue until 12 September – with an agenda full of discussion panels, talks and workshops.
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Jacqueline Berry steps up to group director of spa and wellbeing at Miraval
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Good Spa Guide Awards name top UK spas following record-breaking voter turnout
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