Wellness and spas is a new consumer priority. Here, we get the inside scoop from Paul Joseph, co-founder of Health and Fitness Travel, about the millennial spa goers and with more consumers focusing on their health and fitness, spas need to offer clients the best authentic wellness holiday experience.
The Millennial Spa Family My top tip is not to forget the kids. When a millennial has children, they’re going to be coming with so spas need to be family spa friendly! “Mini-Wellness” especially designed for children’s well-being is going to be the in thing, just like babycinos in your favourite coffee shop. Think mini-manicures and potty-pampers rather than telling little Jessy to read a book in the waiting room whilst mummy has a facial. Whilst we’ve established baby beauty contests are bordering on laughable, we all still want the best for our children and the urge to include them in our activities is becoming more common. It’s like shopping trolleys with baby seats; common place now, but in the first half of the 1900’s it was a bold choice to even take your child around the supermarket, let alone pick their own gluten free breakfast cereal. If spas are to survive, they need to accommodate for the millennial, to update back to the roots, and use the latest technology to make everything more accessible. Clients want value for money, this means they are prepared to pay for luxury but they want to have the best spa holiday experience which money can buy. Talk to one of our Travel Specialists on 0203 397 8891 or contact us here to discuss tailor-making your perfect spa holiday. A New Understanding The trickiest aspect of the millennial conundrum which spas need to crack, is knowing their client well, what they want even if they’ve not had a particular treatment or programme before. The future spa goers are made up of educated, busy individuals who are tech savvy and cash rich, time poor. They want to use their latest smart phone to find out all they need to know before arriving at the spa. The millennials already used 3 different apps to research which treatments are trending, things are getting quick and slick. Spa’s must be in front of the trend by using the right technology to interact with their clients, set trends and offer the latest treatments available. The use of plant based, organic ingredients is, however, still a continually trending factor in the millennial consciousness. Baby boomers wanted everything to be dermatologically tested, refined and lab proofed; but their children want to get back to the roots of things. They want raw, cold-pressed, extracted ingredients that have a basis in mother nature rather than father science. Personalisation With the need to satisfy a perpetual hunger, comes the need to make everything more bespoke; the same body treatment for example must be adapted for each client as personalisation is key. Any successful spa must tailor each treatment to the client’s skin and body type, using carefully selected oils, infusions and techniques to suit. They’ll provide pathways for those with sensitive skin vs those with tight back muscles; clearly labelled benefits of why you need this because you are unique. As co-founder of Health and Fitness Travel, I’ve certainly noticed how our younger, millennial clients are seeking out spa treatments that tackle a singular healthy hang up. A luxurious spa weekend at the spa just doesn’t fit in with their lifestyles. It all seems far too indulgent and out of tack with their ethical, conscious lifestyle. Instead they want to utilise spas to achieve something, be it a stop-smoking detox or anti-ageing escape . Pleasure isn’t the main factor anymore, but instead longevity. We all love a good rose petal spa bath, but what’s it going to achieve? Paul Joseph - Director of Health and Fitness Travel Spa’s need to be able to offer treatments and deliver wellness programmes that play into consumer needs, rather than respect traditional (even ancient) spa practices. A day of thalassotherapy means nothing to the millennial, but a 45-minute hydro-stress-relief session is exactly want they want and need. In reality, its just a condensed version of the real thing, but with a modern name and more tangible time limit. The Digital Detox Conundrum Whilst there’s an emphasis on modern, optimal treatments there’s also, subconsciously (and just for a little bit, of course), the need to escape the digital age on a detox retreat. Despite having used a super computer, Ipad or smart phone to get themselves to the spa, clients then want to feel unreachable. In contrast to the typically sensuous, luxury atmosphere of a spa, there’s now a calling for an aura of spiritual wellness, as if a modern Buddha might reach enlightenment amongst its walls, so clients can completely disconnect from the modern fast paced world. That said, the unreachable factor is itself on a deadline. Whilst spas should remain a relatively phone call free zone, they should also offer free Wi-Fi so clients feel comfortable with sharing their experience. Some spa goers may want to ‘clock-in’ and selfie their latest therapy to share with friends and family. Striking this balance is going to be hard for spa’s but the line between a successful business and a genuine rejuvenation service has always been the battle for them. Relax your mind and revitalise your body with our family spa holidays The Millennial Spa Family My top tip is not to forget the kids. When a millennial has children, they’re going to be coming with, so spas need to be family spa friendly! “Mini-Wellness” especially designed for children’s well-being is going to be the in thing, just like babycinos in your favourite coffee shop. Think mini-manicures and potty-pampers rather than telling little Jessy to read a book in the waiting room whilst mummy has a facial. Whilst we’ve established baby beauty contests are bordering on laughable, we all still want the best for our children and the urge to include them in our activities is becoming more common. It’s like shopping trolleys with baby seats; common place now, but in the first half of the 1900’s it was a bold choice to even take your child around the supermarket, let alone pick their own gluten free breakfast cereal. If spas are to survive, they need to accommodate for the millennial, to update back to the roots, and use the latest technology to make everything more accessible. Clients want value for money, this means they are prepared to pay for luxury but they want to have the best spa holiday experience which money can buy. Talk to one of our Travel Specialists on 0203 397 8891 or contact us here to discuss tailor-making your perfect spa holiday. 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