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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
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21 Sep 2021
A new spa has opened in Budapest, with design influenced by the city’s historical links to thermal bathing and the graceful forms of swans. The wellness facility is accommodated within Matild Palace – the latest ... More
20 Sep 2021
Spa consultancy and management firm WTS International has today announced the appointment of Barry Goldstein as chief executive officer (CEO). WTS International is a portfolio company of private equity firm CI Capital Partners and a ... More
20 Sep 2021
Six Senses is scheduled to open its first Indian destination in Rajasthan in mid-October 2021, complete with a 2,800sq m spa. The wellness sanctuary will be powered by Ayurveda's alternative holistic healing traditions which originated ... More
17 Sep 2021
Temporary measures brought in to support businesses in the UK from insolvency during the pandemic will be phased out from 1 October, the government has confirmed. Businesses facing financial distress – as a result of ... More
16 Sep 2021
Patients treated for stress in the Belgian capital Brussels will be offered free visits to museums, as part of a three-month trial designed to rebuild mental health amid the COVID-19 pandemic. Doctors at the Brugmann ... More
15 Sep 2021
Last week marked the eighth annual Aufguss World Championships, hosted in one of the world’s biggest saunas in Katowice, southern Poland. Aufguss is an entertaining, communal sauna ritual that – at its simplest – involves ... More
14 Sep 2021
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13 Sep 2021
After five years’ construction, German hotel management company Oetker Collection has unveiled its first Swiss hotel named The Woodward in the heart of Geneva, complete with views of Mont Blanc and Lake Geneva. Owned by ... More
13 Sep 2021
Jessica Grant Sloyan has been named the new spa and wellness director at luxury country house hotel and spa Lucknam Park Hotel & Spa in Wiltshire, UK. In her role, Grant Sloyan will be responsible ... More
10 Sep 2021
The Global Wellness Institute (GWI) is preparing to host a Wellness Real Estate & Communities Symposium on 28 September 2021. The conference will take a deep dive into the fast-growing market and gather top executives, ... More
09 Sep 2021
Downtown Miami’s upcoming mixed-use development Legacy Hotel & Residences has signed a joint venture deal called Blue Legacy Ventures (JV) with faith-based nonprofit integrated health system Adventist Health. Together the JV will lease and operate ... More
08 Sep 2021
Educational organisation The Power of Touch (TPOT) will host a virtual conference this October designed to educate and empower health and wellness professionals treating clients living with and beyond cancer. Hosted on 4-6 October, the ... More
     
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Oakworks Inc
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News   Products   Magazine
NEWS
Franz Linser: Spas are in danger of being left behind
POSTED 16 Oct 2015 . BY Jak Phillips
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."
MORE NEWS
Elegant spa opens in Budapest inspired by the River Danube and its native swans
A new spa has opened in Budapest, with design influenced by the city’s historical links to thermal bathing and the graceful forms of swans.
WTS International announces Barry Goldstein as chief executive officer
Spa consultancy and management firm WTS International has today announced the appointment of Barry Goldstein as chief executive officer (CEO).
Six Senses’ first spa resort in India to open within 14th-century walled fort, formerly home to royalty
Six Senses is scheduled to open its first Indian destination in Rajasthan in mid-October 2021, complete with a 2,800sq m spa. The wellness sanctuary will be powered by Ayurveda's alternative holistic healing traditions which originated in India more than 3,000 years ago.
Temporary insolvency measures in the UK to end on 1 October
Temporary measures brought in to support businesses in the UK from insolvency during the pandemic will be phased out from 1 October, the government has confirmed.
Doctors in Belgium prescribe museum visits for patients struggling with pandemic stress
Patients treated for stress in the Belgian capital Brussels will be offered free visits to museums, as part of a three-month trial designed to rebuild mental health amid the COVID- 19 pandemic.
Hamlet, Robin Hood and Marie Curie inspire sauna masters at Aufguss World Championships 2021
Last week marked the eighth annual Aufguss World Championships, hosted in one of the world’s biggest saunas in Katowice, southern Poland.
+ More news   
 
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21-24 Sep 2021

Interbad

Messe Stuttgart, Germany
27-28 Sep 2021

Sothys International Summit 2021

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