SpaFinder Issues 5th Annual Spa Trends Report,
"10 Spa Trends to Watch in 2008"

8) Hydro and Thermal Super-Experiences -
How many spas would you have to visit to experience a Balinese multi-steam bath, an authentic Finnish Sauna, a Greek Herbal Bath, an Indian Blossom Steam Room, a Japanese Salt Steam Bath, a Laconium, a Tepidarium, a Turkish Hammam, a Tyrolean Sauna, multi-sensory showers, reflexology footbaths, spa pool, water beds and a Zen garden? The answer: just one! You'll find them all at Aqua Sana, which is part of the "World of Spa" concept at the Centre Parc family holiday village in the U.K. This sort of "theme park" of thermal and water spa experiences - generally with just one price for admission - is a trend you'll see more of in '08.
It's actually a modern take on a European spa tradition, exemplified by Friedrichsbad (est. 1877) in Baden Baden, Germany, which still offers its 17 hydro and thermal spa experiences. Today's new and often spectacular interpretations are a result of three converging realities in the spa arena: 1) exciting design concepts coming out of companies from Europe, where the architecture and tile design are often worth the price of admission, 2) a renewed appreciation of the benefits of water treatments and contrast therapy (alternating hot & cold), and 3) the need for "de-staffed" spa treatments due to a global labor shortage and the high price of staff.
It's a concept that's also catching on outside of Europe. Witness the brand new Kohler spa in Chicago with its "Circle of Tranquility" featuring a 25-foot whirlpool, cascading waterfall, and three experience showers ("Quench," "Envelop" and "Deluge"). And then there's the new Banyan Tree Spa Bahrain, where the spa adventures include a rain mist shower, samarium, monsoon shower experience ("Summer Storm" or "Arctic Winter"), grotto steam, affusion shower, ice igloo, pelotherapy chamber, bucket drench shower, sole therapy, tropical shower experience ("Caribbean Rain," "Spring Rain" or "Polar Rain"), an herbal ceramic sauna, brine cavern (steam and salt), plus a huge hydrothermal garden vitality pool with numerous aqua jet seats, bubble air beds and water geysers.

9) Urban Spa Explorer -
One of the thrills of being young and living in a city is the caché that comes with discovering authentic, no frills ethnic restaurants and sharing your finds with your peers. Increasingly, young urbanites are taking a similar "rough guide" approach to spa-going. There are a few different factors contributing to this trend: One, many young urbanites are gaining spa experience and becoming more confident in their spa-going judgment. Two, many consider spas an important part of their personal maintenance but often don't have money to spend at upscale urban spas. And three, there's a booming, vibrant melting pot of (largely immigrant-run) spas to explore - from Russian and Korean baths to Thai massage parlors.
Although these businesses may seem off limits to some, the best of them offer authentic indigenous treatments, expert therapists, low prices and clean facilities. As these gems are discovered and touted by urban explorer trend-setters, they'll become more popular, larger, more beautiful, etc. - in other words, part of the "official" spa industry. In 2008 and beyond, this process will add a new dimension to the industry's growth.

10) Plug-in or Unplug: It's up to You -
Is it more relaxing to go to a spa and stay plugged in or unplug from our increasingly hyper-connected world and get away from it all? From a spa's point of view, should clients be allowed to be on their Blackberrys during a foot reflexology session, or should they ban connection devices from their relaxation rooms? A recent SpaFinder industry survey found that four out of five spas report that less connectivity (making the spa a laptop-, blackberry- and cell phone-free zone) represents the fastest-growing consumer demand. But with one in five spas reporting consumers want more spa connectivity, it's fitting that the trend will be toward a bespoke solution for customers - another way to customize the spa experience.
So the next time you're at a spa, don't be surprised if the customary questions like "male or female?" and "lavender or ginger?" are followed by a new option: "plugged or unplugged?"

Japanese and U.K. Spa Trends
Click to access these just-published trends reports.
  1. Japanese Trends
  2. U.K. Trends
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