From Buttercup body polish to a seaweed soak, guests want it all at the spa

by Jessica Sabbath
Virginia Business
April 2006

As the popularity of spas grows, so does the diversity in treatment options. From the growing number of luxury resort spas to the appreciation of spa benefits by both baby boomers and younger generations, spa directors realize guests want a richer experience than a simple hourlong massage. The International Spa Association, which represents 2,500 members in 73 countries, follows industry trends in the United States and around the world. The association’s top 10 trends for 2006 are listed below:

Is it over already? Spa-goers are requesting a full spa experience and seek longer and more complex treatments. Spas are responding by offering lounges for guests to unwind before and after treatments and by providing combination half-day or even full-day packages. For example, guests can purchase the “Half-day of Heaven package” for $230 at Wintergreen Resort’s Wintergarden Spa. The package includes a 50-minute Swedish massage, a choice of one of the spa’s specialized facials and a body polish. The Kingsmill Resort & Spa in Williamsburg offers a full-day, $525 “Signature Spa Experience,” which includes a signature massage, seaweed peppermint twist wrap, nature’s bounty facial, manicure and pedicure, healthy hair mask and a spa cuisine lunch.

Help at home. Spa guests want the benefits of treatments to last beyond their appointments. Spas are encouraging at-home spa treatments through retail shops. In addition, more and more people are adding spa amenities to their homes, including tubs, showers or massage tables.

Some large resort spas, such as The Lake Austin Spa Resort in Austin, Texas, and the Red Mountain Spa in St. George, Utah, offer a variety of lifestyle classes.

Preservation. Guests are increasingly using spa treatments as anti-aging mechanisms and as alternatives to surgery or injections. Spas around the state and country are offering anti-aging and anti-wrinkle facials.

One-of-a-kind. Spa-goers know what to expect when they enter spas — soft music, candles, Swedish massages, hair and nail services and mud wraps. But spas are trying to distinguish themselves by using location and native plants, flowers and soils to their advantage. Virginia resort spas are following suit. The Spa Minérale at Lansdowne Resort uses local soils in its mineralizing wrap. Wintergreen Resort put its spa at the highest peak of its 11,000-acre property, and The Homestead uses its hot springs to provide relaxing soaks and an indigenous buttercup in its Buttercup Body Polish.

Location, location, location. Spa treatments are being offered beyond the typical day spa. Treatments are now offered at health clubs, medical spas, cruise ships, airports and malls.

A seaweed soak at a doctor’s office? Some doctors are prescribing spa treatments to patients. The number of medical spas are increasing and some doctor and dentist offices have begun to offer treatments. The Medical Spa at Nova in Ashburn offers a full range of body therapies and massages as part of encouraging a healthy lifestyle.

Staying in. At some resorts, guests don’t even have to leave their room to enjoy a spa treatment. An increasing number of resort spas, like The Homestead, are offering spa treatments to guests in their hotel rooms.

Strength in numbers. Group spa outings are becoming increasingly popular. Most new spas are including couple or group suites so friends or romantic couples can receive massages side by side.

Not just for mom. While baby boomers still make up the majority of spa-goers, younger generations are seeking treatments, says Kate Mearns, director of sport and spa at the Kingsmill Resort & Spa and chairman of the International Spa Association. In response to demand at Kingsmill, the spa is offering specialized spa services for teens, featuring a 25-minute massage or a “terrific toes” pedicure. The spa even offers a kids Spa Kamp for ages 5 to 12. The 90-minute session includes fingernail painting, footbaths and mini-facials. “That’s been a fantastic hit with our families,” says Mearns. “It’s really geared to introduce children to a spa and the kind of education and the fun that’s associated with that.” The Homestead offers a range of treatments geared toward younger spa-goers, from facials for teenagers with acne-prone skin to Fancy Feet for all ages, a pedicure that includes a soak in a chocolate milk bath.

The number of men partaking in spa treatments is also increasing. Spas are offering more men-specific treatments, including the Gentleman’s Massage and the Sport Manicure.

Choices. Many spas are now offering clients the ability to book time at the spa rather than specific treatments. After guests arrive, they can then choose their treatments.