Global Spas Engage the Change

If the recent Global Spa Summit in Bali is anything to go by, spas and wellness are going social and scientific. Think augmented reality, immersive technology, gaming, apps to measure fitness , weight loss, diet and sleep habits,  toilet seats and digital sticks (that you pee on!) to diagnose one’s state of health, and more .  The annual pow-wow of the industry’s heavyweights has become the forum to discuss the latest research, trends and issues.

Some of the predictions: Spas are bound to become more ‘social’ and fun in terms of design and services. Green and sustainability continue to be top-of-mind. Wellness is increasingly in the forefront thanks to a number of initiatives promoting the convergence between spas and the medical community, plus the launch of the evidence-based medicine portal. Asia remains a hot-spot (no surprises there!).

We were a panelist at the branding workshop, discussing what spa brands need to do to succeed in today’s marketplace. Our advice:

1. It’s more important for spas to be ‘meaningful’ than cutting edge or innovative.
2. Know what your customers’ needs and wants and harness these insights in product/service development.
3. Think of your social media strategy first before giving in to the pressure to go online.

With all the heady tech-talk, one wonders: How do spas stay hi-touch with hi-tech? How do we “engage” when guests come to us to disengage from reality?

Jenny Lo