C'mon in, The Watsu's Fine. (increased popularity of spas as travel destination)

Autor: STRAUSTOCEL, SHERRIF

Publicação: TravelAge West 0041-1973 June 18, 2001, p20

For an increasing number of consumers, a spa is no longer a luxury, but an essential amenity
Spas are one of the fastest growing segments of the travel industry. The numbers of spas and spa visitors are increasing rapidly as hotel and resort executives realize a spa is no longer a luxury but an essential amenity to attract high-end guests.

Figures bear that out. The number of spa visitors increased 16% from 1999 to 2000, with an average of 33,000 annual visits per spa, reports the International Spa & Fitness Association, which represents more than 1,200 health and wellness facilities and providers.

Who are these spa-goers? An impressive 39% of spa visitors are first-timers. The 31-44 and 45-54 age groups make up more than half of the spa market, while the 20-30 age group is on the rise.

The Male Factor

Men are jumping on the spa bandwagon. In fact, spas are going after the male market with gusto, offering special deals, special men-only programs and special treatments. ISPA's research shows that men now represent more than one quarter of spa clients. In response, 68% of ISPA member spas offer treatments designed for men.

[Graphic omitted]The typical male spa-goer is 50 years old, college-educated and successful in business. He deals with stress on a daily basis and wants to lose a few pounds. He is a baby boomer who doesn't want to age and has recently realized that he needs to exercise, eat right and destress. While once he might have laughed at the idea of getting a massage or a facial, he now looks forward to them.

While many new spa clients are testing the waters, savvy spa-goers are sampling various types of spas. Last year, ISPA commissioned the research firm of PricewaterhouseCoopers to profile the American spa-goer. Research revealed that the primary reason for visiting a spa is relaxation. Pampering and stress-reduction followed, with weight loss, health reasons and exercise and fitness at the bottom of the list.

Spa-goers also are more knowledgeable about spas and expect more from their spa experience. If clients have been rubbed, rubbed, polished and pummeled, they probably want to try something new and different.

The most asked-for new treatment is hot stone therapy, a combination massage and body treatment that promises deep muscle relaxation. Clients are massaged with smooth, dark stones heated in water and aromatherapy oils or herbs. The warm stones are then placed on key areas, such as the palms, lower backs, abdomens and between the toes.

Watsu is slowly being introduced at many spas, and the response has been overwhelming. An underwater treatment performed in a special tank or small pool, Watsu blends deep tissue massage, acupressure, Japanese shiatsu massage and yoga, while the client is cradled in one of the therapist's arms. The support, along with the warmth and buoyancy of the water, lets the client relax and be moved in ways that are impossible on land.

Another type of healing massage gaining popularity is Reiki, an energy-balancing massage that uses a gentle touch of hands to bring energy into the body rather than the traditional massage that uses pressure to work muscle groups.

Pampering Plus

There's more to a spa visit than pampering. Fitness is still a major theme -- hard, pounding exercise is out, and gentle, stretching movements are in. Pilates are exercises that use slow, controlled movements to build strength and flexibility without bulk. Clients work out on a spring-weight table, a box or on the floor, individually or in classes. A gymnast, Joseph Pilates, who taught dancers and athletes in his New York studio, developed the program in the 1920s. Since bulk is out, Pilates is popular again.

"Mind, body and spirit" is the new mantra of the spa industry. Addressing the spirit, spas are building labyrinths, which are considered paths to spirituality and based on the spiral pattern found on the floor of the Chartres Cathedral in France, where medieval pilgrims walked in contemplation. Today, walking a labyrinth -- cut in grass or designed on concrete -- is a simple form of meditation that quiets the minds of those who would rather walk than sit.

Water, water everywhere seems to be the way of spa design. Feng shui, which literally means "wind and water," is a Chinese philosophy that describes the natural flow of wind, water, earth and fire along the path of least resistance. Spa designers are integrating these principles into the look and feel of spas. Clients should be prepared to walk across water, listen to it trickle and splash in it. They will also cozy up to warm fireplaces and be surrounded by furnishings made from natural woods.

Other findings: Warm weather is the most desirable attribute of a resort or destination spa. Healthy meal choices and workout facilities also are important.

ISPA contends the onus is on the spa industry to teach travel professionals how to sell spas. The association has produced a travel agent brochure to help agents make more sense of all the options at spas today. It includes a questionnaire that asks clients to decide why they want to take spa vacations, which programs and services interest them, the types of settings they would like and how much they want to spend. Call 888-651-ISPA.

It takes time and effort to match spas and clients, but it could produce the best vacations they will ever have.

REACHING OUT TO AGENTS

ISPA members agree that travel agents need more knowledge about spas in order to sell them. To that end, many spa resorts are aggressively reaching out to agents. Among them:

[Graphic omitted]* Canyon Ranch (Canyon Ranch Health Resort, Tucson, Ariz.; Canyon Ranch in the Berkshires, Lenox, Mass.; Canyon Ranch SpaClub at Venetian Resort, Las Vegas). Besides sending a staff of six regional sales managers to 1,500 travel agencies each year, Canyon Ranch hosts two agent familiarization trips at the Tucson property and three at the Lenox property each year; fams include mini-seminars. Call 800-742-9000.

* Green Valley Spa & Tennis Resort, St. George, Utah. A travel agent who has booked at least one client at this destination resort can stay free with a companion for one week.

Commissions at Green Valley are based on volume: 10% for bookings of up to 10 people within a year; 12% for bookings of 11 to 19; and 14% for bookings of 20 or more. Call 800-237-1068.

* The Oaks at Ojai and the Palms at Palm Springs, Calif. Periodically, these two properties in Southern California offer special promotions for travel agents. Recently, for example, a 20% commission was offered for a specified period of time. Call 800-753-OAKS; 800-753-PALM.

Sherrie Strausfogel