23 May 2018 | Digital editions, magazines, websites, e-zines, handbooks and contract publishing for the leisure industry

Spa Business issue 2, 2018 is now out!

Blogs:

Spa Business bloggers:

Liz Terry
CEO,
Leisure Media

Kate Cracknell
editor-at-large,
Health Club Management

Katie Barnes
Managing Editor,
Spa Business

Lisa Starr
Senior Consultant,
Wynne Business

Anna Bjurstam
Owner,
Raison d'Etre

Dieter Buchner
Founding Partner,
Urban Healing

Jean-Guy de Gabriac
Founder/ CEO,
Tip Touch Academie

Marisa Dimitriadis
Managing Director,
The Spa Consultants

Anni Hood
Owner,
Kis Lifestyle Group

Jane Scrivner
Managing Director,
Jane Scrivner

SpaTec Spring 2012 conference

30 Mar 2012
by Lisa Starr, Senior Consultant, Wynne Business
Spa marketing tends to focus on the physical, the environment, products, and staff, but we should make sure we communicate what a great experience a spa visit can be.

Spa industry buyers and suppliers met in Orlando for the 13th edition of SpaTec from 14 to 17 March.

Hosted by Questex-McLean events, SpaTec facilitates a series of 20-minute one- on-one meetings between over 120 buyers and suppliers, as well as networking events over a busy 2.5 day schedule.

The design of the event makes it possible for each buyer and supplier to meet with over 20 potential business partners in a calm and focused setting, quite different from the atmosphere at a trade show, and everyone agrees that it's time very well spent.

The event always includes a keynote presentation, which was given this year by Jeremy McCarthy, who is director of global spa development and operations for Starwood Hotels & Resorts. Jeremy used information from his degree in applied positive psychology to present the argument "In Defense of Pampering" – explaining how consumers both need and want pampering and wellness. Jeremy argued that spa operators don't have to take an "either/or" approach and should offer both elements. He broke this fascinating topic into three parts:

Part 1 – Message of the Spa Industry.
Many consumers envision spas as "pamper palaces," partly due to decades-old marketing messages and partly to their own imaginations. Beginning in the 1950s, psychologists began to study the connections between loving, supportive environments while young and a positive spiritual and mental outlook as an adult. The important role the former plays in the latter was clear. Spas are a modern-day way to pro- vide nurturing care and emotional affirmation and are one of the few industries that connect both the pampering and wellness paradigms.

Part 2 – The Growth of Positive Psychology.
Historically, mental health studies were based on the concept of illness, but modern day thinking focuses on positive aspects of the psyche. Jeremy cited numerous scientific studies showing that positive human interactions increase the quality of many aspects of life, including the physical.

Part 3 – Combining Wellness & Pampering.
Spa visits and treatments should be akin to a "vacation for the mind." We need to use our bodies on vacation, due to our sedentary life- styles, but regularly need a place to rest our minds and spas offer this in an accessible way.

Humans need a place to experience touch, quiet, and to separate from technology. Jeremy noted that the only three places we can now be parted from our technology are church, airplanes, and spas! Current spa marketing tends to focus on the physical, the environment, products, and staff, but we should make sure we communicate what a great experience a spa visit can be, and make clear the lasting benefits of contemplative time.

Thanks Jeremy, as always, for the thought-provoking presentation. To read more great thoughts at Jeremy's blog, visit psychologyofwellbeing.com



Tags: Spa Opportunities  spa & beauty 

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