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Franz Linser: Spas are in danger of being left behind
By Jak Phillips 16 Oct 2015
Linser said the changes going on in spa and wellness are not nearly as dynamic as the changes happening in the world
Dr. Franz Linser, managing partner of Linser Hospitality, delivered a compelling keynote on the second day of the Piscina & Wellness Barcelona conference yesterday (15 October). Linser spoke about new trends in wellness, suggesting that the ways in which consumers approach wellness is changing, and said the spa industry needs to react at a faster pace.

"It's no longer enough to put people on a nice bed and give them a massage," said Linser.

He said today's consumers are facing increasing pressures – both internal and external – to do more and be more. Urbanisation, insecurities and "having too much stuff" means that today's consumers have new desires.

"We want to be closer to nature, we ask for simplicity, and we say 'Less is more,'" noted Linser.

He said the changes going on in spa and wellness are not nearly as dynamic as the changes happening in the world.

"Every day that you get up not having adopted to these changes, your product will be a little less relevant, day by day," he said.

Incorporating nature and being closer to nature are two important trends consumers are increasingly looking for, said Linser.

"You will have to show more of this, and less saunas in the basement," he said.

Linser suggested this is especially important in marketing a property, and that showing images of views or natural elements is more important than showing off spa equipment, pools or treatment rooms.

"Give (consumers) an idea of what they would feel like if they came to your place," he suggested.

Mindfulness is also paying an increasingly important role in consumer expectations of wellness, and people are looking for time to sit back and be still.

"We are observing a redefinition of luxury," he said. "The luxury of the future will be invisible."

With busier and busier lives, time, mindfulness, quiet, sense and space will be the new definition of luxury, Linser suggested.

"If we rethink our operations with this in mind, we probably come to something different," he said.

But, Linser emphasised, it's not a question of one versus another; rather, it's combining traditional treatments with the new idea of luxury and wellness that will make for the successful wellness centre of the future.

Consumers today need to recharge, find rhythm, and enjoy life, he said, and they can do this through training, coaching or pushing themselves harder – but, he suggested, more and more we observe that they can also do this by letting go, letting it happen and being still.

"That by itself is a health strategy," he said.

Linser pointed to a successful marketing campaign from Finland that sells the idea of the Nordic country as a place to find peace and quiet, and to a Norwegian cruise line that took their ships out of the marketing photos and instead focused the lens on the breathtaking, empty landscapes consumers can see from its deck.

"People are ready to pay for this," he said.

But Linser also suggested that doing a demand analysis doesn't always make sense.

"It's not good to ask the customer what they want, because they don't know yet," he said. Go ahead and do it, design it, put it on the market, and the need will follow."


News
1 to 12 of 7309 news stories
27 Mar 2020
Spa consultancy, TLee Spas, has unveiled Spa Alkemia at Zadún, a Ritz-Carlton Reserve, in Los Cabos, Mexico. The 30,000sq ft spa’s treatments and design are inspired by Mexican traditions and culture with a natural aesthetic. ... More
27 Mar 2020
The Tom Dixon-designed agua London spa has launched a new treatment menu drawing inspiration from British wild plants and hedgerows and the remedies that can be made from them. Five of agua London’s signature treatments ... More
26 Mar 2020
Holistic medical wellness resort The Farm at San Benito, Philippines, is offering an immune system strengthening programme designed to protect the body’s cells and enable them to fight infection. Since it opened in 2002, the ... More
26 Mar 2020
German skincare brand Babor has announced it has reached climate neutrality. The brand uses green electricity, photovoltaics, and climate-neutral renewable natural gas, production at its headquarters in Aachen, Germany, which has been carbon-neutral since 2014. ... More
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Deepak Chopra’s wellness company – Chopra – has partnered with The Well to unite people in a call to action to stay home and have hope through a free live-streamed global meditation event called H(om)e. ... More
25 Mar 2020
A personalised sexual wellness app has been launched with the aim of improving people’s sex lives. Called Lover, the San Francisco-based start-up is aiming to take the taboo out of sexual wellness and stand out ... More
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Mandara has opened a new spa at Adaaran Prestige Vadoo, Maldives, expanding its existing Maldivian portfolio. The luxury resort has 50 overwater villas offering unrestricted access to the Indian Ocean. Mandara has an existing partnership ... More
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Ingo Schweder, CEO of GOCO Hospitality, has confirmed to Spa Business that the Glen Ivy hot springs resort in California has closed in support of the coronavirus shut-down. The closure is initially for a two-week ... More
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Jobs   News   Products   Magazine
NEWS
Franz Linser: Spas are in danger of being left behind
POSTED 16 Oct 2015 . BY Jak Phillips
Dr. Franz Linser, managing partner of Linser Hospitality, delivered a compelling keynote on the second day of the Piscina & Wellness Barcelona conference yesterday (15 October). Linser spoke about new trends in wellness, suggesting that the ways in which consumers approach wellness is changing, and said the spa industry needs to react at a faster pace.

"It's no longer enough to put people on a nice bed and give them a massage," said Linser.

He said today's consumers are facing increasing pressures – both internal and external – to do more and be more. Urbanisation, insecurities and "having too much stuff" means that today's consumers have new desires.

"We want to be closer to nature, we ask for simplicity, and we say 'Less is more,'" noted Linser.

He said the changes going on in spa and wellness are not nearly as dynamic as the changes happening in the world.

"Every day that you get up not having adopted to these changes, your product will be a little less relevant, day by day," he said.

Incorporating nature and being closer to nature are two important trends consumers are increasingly looking for, said Linser.

"You will have to show more of this, and less saunas in the basement," he said.

Linser suggested this is especially important in marketing a property, and that showing images of views or natural elements is more important than showing off spa equipment, pools or treatment rooms.

"Give (consumers) an idea of what they would feel like if they came to your place," he suggested.

Mindfulness is also paying an increasingly important role in consumer expectations of wellness, and people are looking for time to sit back and be still.

"We are observing a redefinition of luxury," he said. "The luxury of the future will be invisible."

With busier and busier lives, time, mindfulness, quiet, sense and space will be the new definition of luxury, Linser suggested.

"If we rethink our operations with this in mind, we probably come to something different," he said.

But, Linser emphasised, it's not a question of one versus another; rather, it's combining traditional treatments with the new idea of luxury and wellness that will make for the successful wellness centre of the future.

Consumers today need to recharge, find rhythm, and enjoy life, he said, and they can do this through training, coaching or pushing themselves harder – but, he suggested, more and more we observe that they can also do this by letting go, letting it happen and being still.

"That by itself is a health strategy," he said.

Linser pointed to a successful marketing campaign from Finland that sells the idea of the Nordic country as a place to find peace and quiet, and to a Norwegian cruise line that took their ships out of the marketing photos and instead focused the lens on the breathtaking, empty landscapes consumers can see from its deck.

"People are ready to pay for this," he said.

But Linser also suggested that doing a demand analysis doesn't always make sense.

"It's not good to ask the customer what they want, because they don't know yet," he said. Go ahead and do it, design it, put it on the market, and the need will follow."
MORE NEWS
Tracy Lee unveils Spa Alkemia at Zadún for Ritz Carlton Los Cabos
Spa consultancy, TLee Spas, has unveiled Spa Alkemia at Zadún, a Ritz-Carlton Reserve, in Los Cabos, Mexico.
Foraging, wild plants and herblore inspire reimagined spa menu
The Tom Dixon-designed agua London spa has launched a new treatment menu drawing inspiration from British wild plants and hedgerows and the remedies that can be made from them.
Immune system repair now on offer at The Farm at San Benito
Holistic medical wellness resort The Farm at San Benito, Philippines, is offering an immune system strengthening programme designed to protect the body’s cells and enable them to fight infection.
Babor achieves milestone announcing it’s gone carbon-neutral
German skincare brand Babor has announced it has reached climate neutrality.
‘Heal the world’ – Deepak Chopra calls us all to action with global meditation event
Deepak Chopra’s wellness company – Chopra – has partnered with The Well to unite people in a call to action to stay home and have hope through a free live-streamed global meditation event called H(om)e.
Sexual wellness enters the mainstream with the launch of new Lover app
A personalised sexual wellness app has been launched with the aim of improving people’s sex lives.
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26-29 Mar 2020

PROS 2020

The Winter Gardens Blackpool, Blackpool , United Kingdom
27-29 Mar 2020

1st Real Madrid Conference on Medicine and Applied Science in Sport

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©Cybertrek 2020

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