THAT HEAL­ING FEEL­ING

The sharpest trends shap­ing the spa in­dus­try

India Today - - SPICE - The au­thor is spa di­rec­tor, Six Senses Spa, Jaypee Greens Golf and Spa re­sort

Glob­ally, and now even in In­dia, there is a sig­nif­i­cant shift to­wards well­ness and pre­ven­tive health as op­posed to mere in­dul­gence or vis­it­ing a hos­pi­tal once ill health has set in. The more health con­scious are aware of the pro­found ben­e­fits of liv­ing a bal­anced life­style through al­ter­na­tive medicines, ther­a­peu­tic treat­ments, and well­ness-based life­style fit­ness.

This higher level of con­sumer knowl­edge and un­der­stand­ing has helped drive a closer col­lab­o­ra­tion be­tween spas and health­care. As spas con­tinue to in­crease their role in well­ness, in­te­grat­ing more health re­lated ser­vices and fa­cil­i­ties, med­i­cal cen­tres and hos­pi­tals in the fu­ture will be more prone to in- cor­po­rate spas in their treat­ment pro­cesses.

Ear­lier th­ese ser­vices and pro­grammes were found only in rare and ex­clu­sive desti­na­tion spas. To­day, as the spa in­dus­try grows, we now have th­ese avail­able in mixed use com­mu­ni­ties that com­bine ho­tel, res­i­den­tial and com­mer­cial ser­vices as well.

DIS­COVER YOUR CHI New and in­no­va­tive ways to re­lax and de­liv­er­ing ser­vices are on the rise. Many spas now pro­vide self-dis­cov­ery ser­vices and learn­ing ac­tiv­i­ties to help con­sumers recharge mind body and spirit. Th­ese can in­clude self-im­prove­ment cour­ses, dance and move­ment classes, art and paint­ing cour­ses, healthy cook­ing, et al.

BACK TO BA­SICS Con­sumers are mov­ing away from trendy to tan­gi­ble re­sult-ori­ented treat­ments. This means com­bin­ing the fo­cus on well­ness and life­style, in­clud­ing pre­ven­ta­tive med­i­cal screen­ing, along with body ther­a­pies, fit­ness, yoga, tai chi, med­i­ta­tion, re­lax­ation mas­sages, nu­tri­tion and spir­i­tu­al­ity and build­ing sleep time into treat­ments.

SO­CIAL NET­WORK­ING “So­cial spa-ing”, or spend­ing pre­cious time bond­ing with friends and fam­ily while build­ing healthier bod­ies is an on­go­ing trend. So con­sumers go to spas in groups; even the con­sumer savvy cor­po­rates are wis­ing up to the in­te­gra­tion of pro­vid­ing spa ser­vices for their em­ploy­ees to im­prove per­for­mance and min­imise work re­lated ill­ness and stress.

In 2013 and be­yond, a true ‘va­ca­tion’ will be re­de­fined with cus­tomised food and bev­er­age of­fer­ings and juice-themed va­ca­tions

ADAM’S AP­PLE Men con­tinue to grow as a seg­ment of spa con­sumers and not merely for mas­sages but for fa­cials and nail ser­vices too. Men have dif­fer­ent needs than women when it comes to face/body en­hance­ments, de­sir­ing sub­tle, not over­done re­sults.

SLEEP THER­APY 'The nap' pre- and post- treat­ment’ cre­ates spa­ces that en­cour­age to­tal re­lax­ation. Sleep yoga pro­grammes and es­sen­tial oils that en­cour­age sleep have been in­tro­duced to the re­tail pro­gramme of sev­eral spas glob­ally.

HEALTHY HO­TELS In 2013 and be­yond, what con­sti­tutes a true ‘va­ca­tion’ will be re­de­fined and ‘hos­pi­tal­ity’ will be rewrit­ten. In the past, gyms and spas have been po­si­tioned as mere ameni­ties, but now th­ese walls are be­ing con­cep­tu­ally (and lit­er­ally) bro­ken down. Es­tab­lished ho­tel chains are rebranding around well­ness and of­fer cus­tomised food and bev­er­age (gluten-free and ve­gan menus) and even well­ness coaches.

MIND­FUL­NESS A cre­ative blend of two ef­fec­tive ap­proaches, mind­ful­ness and body­work, the “mind-

ful­ness mas­sage" is a more pro­found ex­pe­ri­ence that helps peo­ple re­lax more deeply and quickly. Rather than ly­ing on the mas­sage ta­ble with a mind full of chat­ter from the stresses of the day, the mind­ful­ness mas­sage uses breath work and tech­niques such as body scans, where at­ten­tion is brought to ev­ery part of the body and the ac­tion of the ther­a­pists’ hands.

AN­CIENT RE­VIVALS Ex­pect more ag­gres­sively-au­then­tic and com­pre­hen­sively-ex­e­cuted global well­ness ex­pe­ri­ences at spas with a dis­tinctly an­cient look, feel and lan­guage and a more ex­pan­sive, ex­otic menu of well­ness tra­di­tions. The best known 3,500-year-old, In­dian-born ayurveda that pre­scribes a per­son­alised, detox­i­fy­ing regime of diet change, ex­er­cise, med­i­ta­tion, mas­sage and herbal

Well­ness will see more ac­cent on tra­di­tional treat­ments such as Turk­ish and Ro­man baths, Rus­sian banyas and even Ayurveda

medicine is one such. We’ll also see more ac­cent on the tra­di­tional Turk­ish and Ro­man baths, more tra­di­tional Rus­sian banyas (with their birch-twigth­wack­ing venik ex­pe­ri­ences) and novel heal­ing tra­di­tions; some in spa­ces with unique “an­cient-hip” de­signs, oth­ers built on an­cient spa sites or within re­claimed his­toric build­ings.

BRANDED FIT­NESS “Name-brand” fit­ness has been around for decades. But now, as the fit­ness mar­ket ex­pands with an ex­plo­sion of ‘fit­ness la­bels’ dis­tin­guishes prod­ucts and pro­grams and serves as a short­cut for in­stant recog­ni­tion in an over sat­u­rated mar­ket full of sim­i­lar choices. From Yo­galates and Pilox­ing to CrossFit and The Skinny Jeans Work­out™, health and well­ness have be­come the new lux­ury. Mil­lions chase the "in­sider elite," giv­ing the fit­ness world a dis­tinct fash­ion world vibe where con­sumers shop for the lat­est fit­ness craze just as they search for the new­est fash­ion trend.

RE­VIVAL OF AN­CIENT TECH­NIQUES LIKE AYURVEDA ARE ON THE CARDS AT MOST SPAS

SO­CIAL

SPA-ING” OR SPEND­ING PRE­CIOUS TIME BOND­ING WITH FRIENDS AND FAM­ILY WHILE WORK­ING ON HEALTHIER BOD­IES IS AN ON­GO­ING TREND

BE­FORE THE AD­VENT OF PRI­VATE BATH­ROOMS, THE HAM­MAM SERVED AS WASH HOUSE, MEET­ING PLACE AND A CER­E­MO­NIAL SITE

Newspapers in English

Newspapers from India

© PressReader. All rights reserved.