The development of the spa industry. Modern forms of spa and wellness hotels in Russia
SPA today is not only the main tool in the fight for a healthy lifestyle and quality of life, it is the concentrated expression of everything that serves health and longevity. Today, the main direction of the SPA industry is not relaxation and weight loss, but the harmonization of life, the fight against bad habits, education and training of clients in healthy and useful skills - taking care of their physical body, balanced nutrition, good rest, stress management. This trend can be seen in the content of SPA programs, the inclusion of psychologists in the SPA menu, the emergence of a new profession of “wellness coach”, specialized periodicals for clients (“LiveSpa”, “HealthyLifestylesAndSpa”).
There is a noticeable transition of the SPA industry into the “optimal savings” mode. This does not mean that SPA-services become public. But even in the most expensive and well-known SPAs in the world, a departure from external flashiness is noticeable - more restraint and minimalism can be seen in the design and equipment of work areas. SPA haute couture today is, first of all, the highest level of service, its refinement and impeccability, and not a large amount of equipment and expensive cosmetic brands. Increasing emphasis is placed on local resources (own water sources, growing organic plants, using local natural materials), which can reduce the cost of services. For example, this is what the Siberian SPA is built on, based on ice, fire and cedar power. Krasnoyarsk specialists have created a special Siberian SPA protocol, in which the client is first offered herbal tea with honey, infused with Siberian herbs. He calms, gives "settle" to agitated emotions, prepares for a leisurely procedure. Then - a fifteen-minute warm-up in a cedar mini-sauna. Fir balsam is sprayed in the booth. Inhaling the aroma of hot resin and essential oils, you begin to feel like a man of nature, merge with the world in which the main thing is life, health and harmony.
The secret of harmony is natural, although not simple - it is the author's combination of essential oils of lavender and sweet orange, added to fir balm.
The cedar mini-sauna itself is a very interesting invention. This is a small wooden structure, sitting in which you leave your head at the top. They close you up to the neck, and the body begins to warm up, but not like in a Finnish sauna - someone will burn someone faster, but slowly and in a gentle temperature regime of no more than seventy degrees Celsius. Dry heat causes profuse sweating, deep warming, while the vessels of the brain are safe, because our head is outside! Unlike its other sisters - saunas of various kinds, the cedar mini-sauna will not harm your health, even if it is taken every other day or two. This is followed by body peeling, which is carried out with a mixture of cedar oil and microscopic pieces of pine nut shell. They are crushed so that they do not scratch the skin, do not damage it, but only gently exfoliate excess, dead cells. And cedar oil will moisturize, nourish and protect the skin from infections. After peeling, you get into the shower, but the smell of cedar oil cannot be washed off, it remains and protects you from bad mood and loss of strength for a long time, surrounding you with a thin, barely noticeable aura. Then - again on the couch, and while the SPA-therapist is preparing to continue the procedure, bags with heated cedar sawdust are placed on the lower back, under the neck and knees. They keep an even temperature for a long time - they warm up the joints well, but do not dry out the skin. And then the massage with “cedar cones” follows! Just not the kind that you can imagine: big, bluish-green and resinous, fraught with small tasty nuts. In the Siberian spa, cedar cones are special massage tools carved from the trunk of a healthy cedar. In shape, they are very similar to cones, but smoothly processed. The secret of the cedar cones massage is that the massage therapist can control the level of pressure on the muscles. Without tearing off the "bumps" from the body, smoothly move from site to site, deeply and thoroughly working through every centimeter.
After the massage - one more warming up in the cedar mini-sauna and then a contrast shower or massage with pieces of ice, which the cleansed, warmed, rested body perceives as a life-giving grace.
During the procedures, only natural, pure components are used, which are traditionally considered sources of health in Siberia. Everything that is inextricably linked with a tree, and especially with a cedar, is considered by the people as a source of strength and longevity, tranquility and dignity. “A new body,” you say to yourself when, resting after the procedure, you drink herbal tea again, feeling it in a completely different way. - A new soul, having forgotten the difficulties and worries of the past day, refreshed, having received new strength for a long and healthy life.
For several years now, one of the leading trends in the development of the global SPA industry has been the “eco-bio-orientation” of SPA (or, as Western experts put it, “greening” spa) . Almost all major conferences and forums for SPA professionals put this topic on the agenda. Abroad, SPA certification systems on the basis of "environmental friendliness" have already been developed and are being implemented. The new concept of "eco-SPA" is being actively introduced. Leading professional publications in the industry publish educational materials on energy-saving technologies in SPAs, and customers are offered selection criteria for SPAs that care about life on the planet.
Return of a personal SPA. Some time ago, experts noted the depersonalization of the SPA-service - in order to increase the profitability of the business, emphasis was placed on procedures and services that do not require the presence of SPA-therapists. As a result, a large number of huge SPA-aqua-bath complexes appeared. Today there is a return, and even an increase in the individualization of the SPA service. In true SPAs, zones are created where clients do not feel like "part of the crowd" - family, couples and VIP suites. New functional positions appear - SPA-attendant (employee accompanying clients) and SPA-concierge (administrator-coordinator, providing all possible needs of clients in SPA). "Exit SPA" is widely practiced (in the office and at home to clients). The most fastidious clients in the SPA are offered an individual selection of combinations of oils and preparations (sometimes even on the basis of DNA analysis), programs and “individual tailoring” packages, music and the type of lighting in the rooms.
The computerization of society is reflected today in the computerization of SPA. Today, "serious" SPAs always offer their clients online booking and programming. Online advertising is becoming the main channel for SPA to attract new customers. The possibilities of electronic marketing are actively used (online gift certificates, online spa shopping). And even in the depths of the SPAs themselves, they do not cease to be “children” of technological progress: some SPAs provide customers with WI-FI-connection to the Internet in recreation and dining areas. And a variety of computer diagnostics, due to its versatility and accessibility, successfully replaces tedious examinations of clients for contraindications to procedures. And, perhaps, the most important thing that predetermines the fate of the SPA industry for the coming decades is the new attitude of service consumers towards SPA: they no longer regard SPA as a toy for rich people, but consider SPA an integral part of their lives.
In the world, special SPA-programs for hands are being developed. It is noticed that it is the hands - the joints and muscles of the hand - that get especially tired during constant work on the computer, as well as when driving a car and operating other equipment. SPA-programs are implemented at beauty enterprises located near or inside business centers, and are very popular with office workers. The cost of such procedures is on average $15 more than a regular manicure, and includes both hand massage and treatment.
SPA travel. A large proportion of SPA-clients among people traveling around the world has brought to life a new phenomenon that is firmly entrenched in the global SPA market - TravelSpas. We are talking about SPA at airports and train stations. The format and level of such establishments is different - from areas for massage and SPA-pedicure fenced off with light screens in waiting rooms to large "luxury" SPAs at the terminals of international airports. The first Russian project opened at Sheremetyevo Airport.
The uniqueness of the placement of SPA objects. The creative imagination of architects and designers encourages them to design SPAs in the most unexpected and unusual places for this type of service. On the one hand, there is an interpenetration and mixing of cultures. Some leaders of the hotel industry have already used hospital and prison buildings for their projects, now it's the turn for SPAs. Against the background of the growing number of SPAs in all countries, this approach guarantees the uniqueness and interest of the clientele.
Preventive SPA. In the named variant - it is "prevention of diseases". Its new reading is connected with the SPA culture. Many SPA-structures offer their services, focusing the consumer on the prevention of diseases, primarily associated with overload, stress, aggressive environment. Managing your own health is in vogue.
Menu simplification. The fashion for complex names of procedures and exotic rituals is leaving. The consumer all over the world strives for the effectiveness of the SPA, in connection with which he wants to receive intelligible information about the upcoming service. The menu is designed to provide complete, structured information about the method of exposure and its results. Cleopatra's baths and Aphrodite's body wraps have done their job, dry and strict words are now relevant - efficiency and safety.
SPA in social networks. More than half of clients under the age of 24 and 48 percent of those under the age of 34 choose SPA as a form of relaxation and wellness under the influence of Twitter and Facebook. New information technologies have become a decisive factor in attracting young visitors, but at the same time, the opposite process is expanding: some SPA hotels, on the contrary, make their territory closed to the Internet, mobile communications and even television, believing that rest should be complete.
Mini SPA services. The crisis forced visitors to treat money with great respect, therefore, SPA-salons are also ready to offer mini-services, that is, some short-term “tasting”, so that the client can understand whether he wants to try this procedure or he is not ready to pay money for it, as for complete service.
Happy dreams! What does the client want after the procedure? This question has finally been answered correctly. And SPA-salons introduce a new format of service - after the procedure, the client can sleep to his heart's content, finally relaxing. To do this, you do not need to leave the office of the SPA operator and go home, no one will disturb the client, a sweet dream in the salon has become a service component.
Thus, the beauty industry market is developing rapidly. Each leader hopes that his enterprise will develop successfully and bring solid profits. But not all beauty salons that have introduced SPA elements are destined to become a real SPA salon, respected and loved by customers. On the way to development and gaining national recognition, there are many subtleties and pitfalls that require taking into account the knowledge of management and marketing, plus increasing competition, forcing to take into account all the factors of development and direction of the SPA business.
Before talking about spa market trends in the world, let's look at some real numbers to get an idea of this area of the beauty industry.
Spa market trends in the world
- 3.400 billion dollars
According to the Stanford Research Institute, this is the sum of the annual sales turnover of the wellness sector (wellness tourism, spas, wellness treatments, beauty, anti-age and the trend of healthy eating around the world). This is 3 times more than the entire global pharmaceutical industry. - $94 billion
The spa industry generates $94 billion (2013 official figures), a 58% increase in spa market share over 6 years. - $494 billion
Originating from the tourism destination, the wellness market is now valued at around $494 billion. - Wellness is growing 50% faster than tourism
Wellness is developing 50% faster than the tourism sector as a whole. - Europe is the main business platform for wellness professionals from Asia, Oceania, North America
- Hydrotherapy gives way to spa
Hydrotherapy remains a very popular destination. In 2013, the sector brought in almost $50 billion in revenue, but today its market share is slowly declining in favor of spas. - France is in 4th place in the number of spas in the world
In terms of numbers, France is the 4th largest spa after the US, Germany and Japan. - France's wellness sector is growing rapidly
In France, the wellness sector is developing quite rapidly - according to the latest data, spas, beauty salons, thalassotherapy centers and balneological centers average a turnover of 2.5 billion euros annually. - 6 out of 10 five-star hotels have a spa or wellness center
According to KPMG, 6 out of 10 five-star hotels have a spa or wellness center. - 1.5 million hotel visits are associated with spas, generating a turnover of 150 million euros
Having a spa in the hotel is an undeniable advantage and contributes to an additional 1.5 million visits per year and an additional turnover of 150 million euros.
You ask me: “But what about in Russia?”
Spa market trends in Russia
- The personal care sector is one of the capital's most successful markets
Looking exclusively at Moscow, the personal care sector, including a range of professional cosmetics, is one of the capital's most successful markets. For example, the turnover of the Moscow Institute of Beauty is approximately 250 million euros per year, and the growth rate reaches 13%. - Anti-stress programs at the spa are polar in times of crisis
In recent years, the pace of development has slowed down somewhat in the context of the crisis. And yet, wellness centers produce an unsurpassed anti-stress effect, like antidepressants, which is undoubtedly extremely popular during a crisis.
Demand in this sector is especially high: in Russia, women spend significantly more on spas, beauty services and beauty products than, for example, in Europe or America. - Foreign clients believe that some salons reach a really high level
According to numerous foreign clients in Russia, and mainly in Moscow, some salons reach a really high level. - The most common problem: prices do not match the quality of services
The most common problem faced by clients of beauty and wellness companies is the low level of service provision or inconsistency of prices with the quality of services. I want to say that despite the sky-high prices in some Moscow salons, the quality of services does not always meet the expectations of customers. - Customers are willing to pay a high price, but expect special conditions
Russian clients are demanding, especially women who follow the news of the beauty industry and are always up to date with the latest beauty trends. When designating a high cost, the client expects to receive a special service.
Service is not only smiling staff and fragrant coffee, but, first of all, the ability to give the client what he needs.
For example, some salons offer their clients a complement in the form of an additional service: for example, after hair coloring, some salons offer not only free styling, but also make-up.
To attract and interest a client for a long time, it is important not only to create, but also to maintain a connection with him.
About Russian clients in the world
Small Luxury Hotel of the World research on Lux trends (late 2013):
- There is an increase in demand for luxury goods and special services among Russian customers
520 small luxury hotels in more than 70 countries indicate an increase in demand for luxury goods and special services specifically among Russian customers: approximately 90% indicate an increase in demand in the travel sector, as well as a bar / restaurant. - The ideal of a luxury vacation is matched by an exclusive secluded seaside resort
- 30% of Russians are ready to spend more than 2400 € per person
About Lux trends in customer travel from different countries:
For 43% of respondents, the ideal of a luxury vacation is an exclusive secluded seaside resort.
Latin Americans choose city hotels
The majority of Hispanics choose city hotels for their vacation (36%). As it turned out, the beaches are less attractive to them.
American clients choose eco-direction in tourism
It is worth noting that every day eco-hotels are gaining popularity among American customers - about a third of Americans (30%) voted for eco-recreation.
The French, Germans and British gravitate towards a special type of hotel: a working farm with a spa
The French, Germans and British choose a special type of hotel located closer to the center of the country. They crave a return to basics: among them, hotels are popular, which are a farm in the center of Europe, with a good spa.
Chinese and Russians prefer luxury resorts
Luxury resorts (mainly on the coast), spas and wellness centers are popular with Russian and Chinese tourists. 55% of Chinese are willing to pay €1,200 for a luxury weekend, while 30% of Russians say they are willing to spend more than €2,400 per person.
What spa and wellness trends are in store for us in the future?
In my opinion, the wellness and spa industry must maintain a rapid pace of development. As for the latest trends, an individual approach to the client comes to the fore. Programs will be based on a comprehensive study and take into account the general health of the client. This will encourage indecisive spa visitors to try the industry's latest, recommended by a specialist.
Resort-SPA and salon-SPA are concepts that have been included in the world practice of healing for a long time. The origin of the word "SPA" is associated with the name of the Belgian resort town, known for over 500 years for healing mineral and thermal springs, clean mountain air and picturesque forests. The city owes its name to Peter I, who during his visit tried the water from the springs and said "thank you". The temperamental Walloons thought the word too long, they left only the first syllable - "SPA". Therefore, we can assume that SPA has Russian roots. In addition, in Russia, the ideas of SPA spread in the form of water resorts and the national school of balneotherapy. Many SPA principles can be found in the traditions of the Russian bath.
The European ideas of SPA were introduced into Russian life by the same Peter I. The tsar-builder repeatedly visited the resorts of Belgium, Germany and France. Returning to Russia, he issued a decree on the systematic search for mineral and thermal waters on the territory of our country, and also sketched several water resort projects with his own hand. The 20th century almost threw SPA principles out of our lives, but in recent years they have returned to us again. Any explanatory dictionary of Western languages interprets the word "SPA" as a designation of a mineral spring, a water spa, a wellness salon with water procedures and a hydromassage pool. Over the past five years, this word has been actively used in Russian in all the indicated meanings, primarily in articles and books devoted to health and beauty issues. Proper use of the ancient healing traditions that came from the West and the East is combined in practice in Russia with the achievements of modern rehabilitation medicine and folk methods of restoring beauty and health.
In most civilized countries, SPA is an integral part of the so-called "mainstream", having become something taken for granted for every self-respecting citizen. The growth of daily health burdens in the accelerating pace of urban life brings new thousands of clients to SPA centers all over the world. Unfortunately, there are no more or less clear statistics for Russia. And it's not the lack of industry information as such. The problem is the reliability of this information, since in our country the level of understanding of what, in fact, should be a real SPA-salon, is not just low, but even contradictory. The SPA market began to develop in Russia no more than 5 years ago. The first SPA-salons tried to become both beauty salons, and fitness centers, and even medical institutions. But the massive development of outbound tourism allowed the Russians to get acquainted with the "correct" SPA procedures. In Russia, the SPA industry developed precisely as a Western advent. The success of SPA on the waters and in salons in Europe itself assumed its continuation on the Russian market. However, thalasso procedures of several European companies are popular in Russia, as well as separate (unfortunately, there are very few of them) thalasso centers. At the same time, of course, the concepts of "SPA" and "thalassocenter" are not identical, since the first is much more capacious.
SPA is an absolute, 100% phenomenon, which includes 10 essential elements:
Healthy food, active supplements, diet
Physical education
Contact procedures (massage, reflexology, body-oriented cosmetology)
Comprehensive effects on the body, mind and psyche
Beauty services based on natural products
A room where the rule of living space, ecology and climatology is respected
Culture and art in the interior, music, communication
Modern management, marketing and work style
Rhythm and cyclicality.
A manifestation of the European and American trend can be called the hardware component of SPA services in Russia: microclimate capsule, Vichy shower, Softpack, LPG, etc. The European SPA scenario in Russia will apparently still be popular, especially in the "oil" regions. The problem, more precisely, the question is when the return on investment actually occurs, and not according to the business plan of the consultant-seller. Alas, very often this document is unreasonably optimistic. I would not like to indiscriminately accuse all equipment sellers of incompetence. Rather, it is a call for cooperation between "apparatchiks" and "practitioners" who ultimately bear the financial responsibility for the enterprise. The presence of oriental motifs in modern spas is increasing year by year. This is reflected in the production of drugs, and in the nature of the procedures, and even in the interior design of many centers. The eastern trend in the near future will more and more capture the market with separate methods, opening oriental spaces (offices) inside existing salons, as well as whole conceptual SPA centers. At the same time, the entire oriental range will be widely represented: the Middle and Far East, Southeast Asia, Ayurveda, etc.
The creation of well-trained personnel, a well-coordinated team is, of course, one of the most important components for the development of the SPA industry. At the same time, it should be noted that in most foreign salons, resorts and well-known hotels, Russian-speaking specialists of SPA centers are almost always present. However, there are very few educational institutions that train personnel for SPA centers in our country.
Clients of SPA-salons, too, of course, evolve. Many people today no longer perceive these centers only as a place where you can just have fun. Attitude towards SPA as a means of healing and rejuvenation is growing every day. In addition, there is more and more interest in the development of SPA medical orientation. People are gradually turning away from traditional Western therapies towards more integrated approaches to health. A number of SPA experts predict that in the near future every major hospital will be equipped with SPA elements, especially in terms of rehabilitation. The current SPA client is people born between 1960-1980. They are now actively interested in restoring and maintaining health, improving the quality of life and the quality of communication. According to sociologists, representatives of this generation live in the present, are prone to experiments, and love to achieve quick results. This age category of clients has great opportunities (primarily financial) for traveling and getting to know the health practices of different countries and peoples, primarily the so-called "green tourism". Being healthy, looking good and feeling comfortable is fashionable, profitable and is an integral part of the image of a successful person, so interest in SPA services in Russia will grow, which means that this segment has good prospects for the next 10 years. And already in the near future SPA-culture will be perceived as an integral part of its general culture and level of education, lifestyle. At the same time, in the future, people will perceive the elements of creating external beauty and the manifestation of careful attitude towards them by the staff not as the main goal of the visit, but as an obligatory, but subordinate part of achieving the goal of healing, rejuvenation and well-being.
Men will play an increasing role among clients, including in traditionally female areas. The development of salon services specifically for men is on the rise, and the cosmetics industry is also developing very rapidly - these trends are already evident now, as the volume of sales increases every year.
The pricing policy in the SPA business depends on the solvency of the potential clientele, the location of the salon, the list of services offered, the level and price of cosmetic preparations used for procedures. At the moment, SPA services are not so expensive as to be targeted only at high-income citizens. The cost of each service separately can indeed be objectively high due to the difficulties in the production of certain drugs (oils, for example) and their delivery. But many SPA centers offer their clients more affordable subscriptions for an annual course of SPA therapy.
All over the world, SPA enterprises amaze the imagination with luxury and splendor. The SPA takes into account and uses all sorts of human harmonization factors: the surrounding landscape, climate, smells, colors and sounds, that is, everything possible is done to create maximum comfort and convenience. After all, the secret of SPA success lies not in unique healing methods, but in creating an atmosphere of spiritual comfort, relaxation and pleasure.
Residents of cities (especially megacities), forced to spend a lot of time in the office and traffic jams, experience this or that stressful situation almost every hour, often experience a passionate desire to escape from the "roaring and rumbling" world, to find themselves on a desert island where the bright sun shines, and the surf quietly rustles, where someone foresees and imperceptibly fulfills all desires, cherishes and cares for him, hears him, looks after him - his majesty the Man. But, alas, the next vacation is still far away, and business requires a constant presence. From this follows SPA - the best salvation.
According to world statistics, an active spa client is one who visits spas (spa centers, spa hotels, etc.) at least five times a year. Such statistics mean: if you once a year went to a resort (to a sanatorium, boarding house) to relax, once on a business trip you visited a hammam in a hotel, then just three more trips to spas make you a member of the best of the clubs - the community of spa adepts. And then this article is for you!
Wellness is a global mega-trend
At the Global Spa & Wellness Summit held in October 2013, wellness (culture of health, preventive health measures, healthy lifestyle) was proclaimed a global mega-trend. And consequently, the spa - as a component of the theory and practice of wellness - will be a popular place for relaxation and recovery for many years to come.
For most active clients, these three letters - spa - are still associated with spas "on the waters", showers and baths, mud and algae. Probably, these components of “health through water” (as the abbreviation SPA-Sanitas per Aqua is translated into Russian) continue to be the core of the holistic philosophy of recovery. However, every year brings new ideas and methods, original concepts and technologies.
The exotic of the East and the Russian bath are in fashion
So, in the past two years, according to research by the international marketing agency Spa Finder Wellness, the world market of spa services was dominated by foot and foot care, as well as cryo-procedures, which "pressed" all kinds of baths and saunas.
However, in our country, where the winter season with natural cold, ice and snow lasts more than six months, exotic oriental services remained more relevant - Thai and Ayurvedic massage.
No sooner had cryotherapy firmly taken its place in the spa than snowfalls began to fall more and more often on the countries of Western Europe and the USA, and snow with ice ceased to be a product of increased demand. And now, for 2014, the same Spa Finder predicts a revival of interest in hot mineral springs (terms), which exist in many countries - from Australia and Japan to the USA and Russia.
Once hugely popular spa therapies, from chocolate and truffle wraps to wine and beer baths, are now seen as quite ordinary services. However, in places where their authenticity is undeniable - in wine resorts and near breweries, it is worth trying such natural and healthy treatments at least once.
Interest is being revived, not only among domestic consumers, but also abroad - in traditional Russian health methods - soaring in a Russian bath and water-mud-treatment. New bath complexes borrow elements of service from modern spas, and sanatorium-resort complexes supplement their classic arsenal with modern spa services.
Marketers and market experts also announce the leading trends of the coming year (*) :
- Hotels with wellness services(healthy hotels), which not only have their own spa centers, but also take care of the health of their guests in the broadest sense: they create conditions for fitness classes in the rooms, equip eco-friendly rooms, offer dietary meals in restaurants, etc.
- Active use of gadgets- iPhones and iPads, etc. - for a healthy lifestyle (wired wellness). Apps for mobile devices help you count steps and calories, build weight loss programs and book spa visits.
- Weightless services(suspended gravity) are becoming more and more popular, whether it's "floating" in high-density water in special chambers or relaxing on water mattresses, or methods of "suspending" clients in order to relieve muscle tension.
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(*) www.spfinder.com
New services appear in spas around the world almost every day: quite recently, everyone was discussing exotic fish peeling, which very quickly became a common service even in Russian spas. And today we are already offered massage with snakes (on the body) and snails (on the face). Who is next?
However, such exoticism in the spa has its limits. Especially when it comes to the health and safety of customers. At the end of 2012, in our country, ethnic types of massage (including Thai) were declared a medical service and are subject to licensing.
In Russia, the quality of the spa is on top
In general, the Russian spa community is very serious about the quality of services and guarantees for their consumers.
In January of this year, the first state standards (GOSTs) for non-medical spa services came into force, developed with the participation of the leading non-profit organization of the market - the International Council for the Development of the Spa and Wellness Industry (www.1swic.ru).
So now consumers of spa services can easily determine how up to world standards this or that institution with an alluring sign "SPA".
"Smart spa" and "wellness coaching"
As the spa market develops and the variety of offers increases, the requirements for evidence-based services and procedures are increasing. Clients have the right to receive scientific confirmation of the effectiveness of a particular method, so as not to make a mistake with the choice and not waste money. In Russia, the concept of "Smart Spa" has become widespread, based on an individual selection of procedures, taking into account the psychophysiological characteristics of the client.
The wealthiest adherents of a healthy lifestyle today prefer not only to bathe in modern bath complexes, but also “not to bathe” with a choice in favor of one or another spa. It is for them that a new “wellness coaching” service is offered today, when a personal universal coach takes care of organizing a healthy lifestyle for his client: developing a diet and training program, choosing anti-aging cosmetics and spa treatments, etc.
Kids’ spa as a generational change
Another new trend of recent and coming years is “children’s spas” (kids’ spa). It is caused by such a phenomenon as a change of generations of consumers of services. Future customers of the spas being designed and built still go to kindergartens and schools, but the struggle for them has already begun. Spas with a set of "children's" services are created so far, mainly in fashionable resorts, but even city spas are beginning to introduce services for young adepts into their menus.
No trend in the spa and wellness market has proven to be as long lasting and sustainable as the eco-bio trend. Energy-saving technologies and environmentally friendly materials, organic products and cosmetics made from natural ingredients, "eco-resorts" and "green spas" are becoming an integral part of the culture.
Offers - a lot, how to choose "your spa"?
The global spa market today is full of offerings for all tastes: family spas and women-only spas; express spa (for workaholics) and detox spa (for beginners to lead a healthy lifestyle “from Monday”); spa hotels for those who want "a lot at once" and cannot imagine two weeks of vacation without spa treatments; "golf spa" and "tennis spa" for athletes who understand that after intense physical exertion, relaxation is necessary; "mobile" spas - for supporters of the theory of "movement-life".
All these varieties are united by the highest service: an individual approach to each client, the professionalism of the staff, a comfortable environment, high-quality cosmetic products. If all these indicators are present along with the solution of your specific problem, then the selected spa will become your favorite.
In order not to make a mistake in choosing “your spa”, it is important to use reliable sources of information. If the object of your search is a spa abroad, you will find the most complete and reliable information in the reference publications of the international agency Spa Finder Wellness (www.spafinder.com): the ratings of this company are world-famous. It is quite possible to trust guides and guides to the best hotels in the world (“The Leading Hotels & Spas of the World”). Finding a suitable spa in Russia has been a problem until recently. Advertising information from the Internet must be carefully rechecked. The presence of “wraps” and “spa manicure” in the list of services is not yet a sign of a spa. Often, ordinary beauty salons that offer body wraps and spa manicures are classified as spas.
A "real" spa, as a rule, has its own website (its high quality is also an indicator), with a photo gallery, a detailed list of procedures and services. The best spa professionals sometimes blog and write articles for magazines.
Russian tourists can now learn about the best spas that have received the Perfect Spa award (www.perfectspa.ru), as well as choose the most suitable spa destination for themselves in Russia, the CIS countries and the Baltic States from the first reference edition of Red Pages of Spa, second edition which will soon be out of print.
