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As we all know, the spa, wellness, and hospitality industries are forever developing and changing, with societal movements, new technologies, advancements in scientific research, and much more. With that in mind, these are seven of the trends we see developing and gathering excitement and interest in the spa and wellness world. This was something we actually predicted. These days, people everywhere — particularly women — are talking about how sick and tired they are of being told they should want to look, and be, younger, and the pushback is real. Women face ageism in the workplace, on the job search, in media, and from the beauty and wellness industries. It seems important that the wellness industry not perpetuate this type of discrimination and that people are wary of the messages they are sending. Suggesting to women that what they need is something to make them look younger may no longer land the way you think it will. As a business, knowing your audience is crucial. For example, Elizabeth Editor in Chief at Spa Executive , was recently buying perfume and asked if there were any free samples. Later, when Elizabeth looked in the bag, expecting to find perfume samples, she found a sample of neck firming cream. A more easily offended person might have been put off from ever returning to that business. As it was with fat shaming and the relentlessly insensitive weight loss messaging that spawned the body positivity and body neutrality movements a few years ago, pro-aging and anti-ageism movements are growing on social media. Celebrities are also talking. Among them, supermodel Paulina Porizkova has been outspoken against ageism and persistent in sharing her true face. In response, Porizkova reshared the image with her own comments. I am pro-aging. I want to age with intelligence, and grace, and dignity, and verve, and energy. I am trying to live in acceptance. Will we see a lot of pandering and tokenism? Absolutely, just like when brands started self-consciously using models with a wider range of body types in their marketing while loudly calling attention to the fact and demanding accolades for it. But now, about a decade later, thanks to more brands jumping on-board and to social media, that representation is somewhat normalized. So it will likely be with aging. Like weight loss products, there will always be a market for anti-aging products but it will shrink, and change, as older women become accustomed to seeing themselves represented in faces similar to their own smiling back at them. In recent years, there has been increased discourse around diversity, and a notable shift in societal perception around gender identity. Traditional binary notions of gender, which have long categorized individuals as either male or female based on biological sex, are being challenged and redefined, and many are moving towards acceptance of a spectrum of gender identities, including non-binary, genderqueer, genderfluid, and transgender. As awareness around the topic grows, many sectors, including spa and wellness, are re-evaluating traditional gender norms and standards, and thinking about how best to accommodate transgender and non-binary guests — and how to implement related policies and practices. This is in the spirit of inclusivity, as well as due to increasing risk of being accused of discrimination and human rights violations. A business accused of violating anti-discrimination laws can face legal consequences lawsuits, penalties, and fines , reputation damage, loss of partnerships, and more issues that can create financial strain. Spas in both the US and Canada have faced human rights complaints related to transgender guests in the last few years. Some of the topics under consideration include:. These policies might include revising dress codes to be gender-neutral or accommodating, ensuring equal access to all amenities, and providing clear guidelines for handling any related complaints or issues. Facilities: Some businesses are creating gender-neutral spaces, be it in locker rooms or smaller spaces, like single-use restrooms, or providing private, lockable changing rooms or stalls, to provide options for all genders. Staff training: How best to educate team members about gender diversity, inclusivity, and sensitivity, including the importance of using inclusive language and treating all guests with respect and dignity. Plus, training on how to manage related complaints or issues while adhering to policy. Feedback mechanisms: Creating systems for guests to provide feedback on their experiences to help identify and address any issues related to inclusivity that may arise and to make the experience more comfortable for everyone involved. Inclusivity in hiring: Encouraging diversity in hiring practices to create an inclusive workplace where employees of all genders feel comfortable and respected. Legal compliance: As mentioned above, ensuring that policies and practices comply with local and national laws regarding gender identity and expression, as well as other aspects of discrimination and equal treatment. The evolving landscape of gender inclusivity is a fundamental shift shaping the future of industries, including spas and wellness. This transformation is indicative of a broader societal evolution that, as it continues to gain momentum, will redefine the way businesses operate in many areas. Yield management is the business practice of leveraging data to optimize pricing and capacity utilization based on fluctuating demand and availability. This pricing strategy has been in use in the airline industry for decades and many major hotel brands have been using dynamic pricing for several years. Our customers are discovering new ways to manage revenue and yield that would have been unthinkable just a few years ago. This development is redefining how an entire industry views revenue potential and will continue to do so. Business leaders are catching on to the fact that for fixed capacity industries like hotels, airlines, and spas, mastering the art of yield management can spell the difference between mediocre returns and roaring success. This trend is still on the rise, driven by social media mainly TikTok and the allure of time-optimized workouts and wellness practices that prioritize efficiency, effectiveness, and work-life balance. Micro workouts are mini bursts of activity that make it easier for busy people to fit in some exercise from pretty much wherever they happen to be, whether at home or in the office. Particularly popular among Gen Z, they can be performed several times throughout the day and usually last from one to 10 minutes, and can include high-intensity interval training HIIT and circuit training routines combining strength and cardio exercises. They may also be 10 minutes of gentle Pilates, low impact cardio like dancing , yoga stretching, or anything that qualifies as exercise. A search for micro workouts, one-minute dances, or one-minute fitness videos on TikTok yields many varied results, so enthusiasts can mix it up daily. While these workouts might not get you ready for the Olympics or burn as many calories as a lengthier session, they can definitely help. With life feeling increasingly overwhelming, inflation on the rise, and burnout impacting growing numbers of people, fitting in little bouts of exercise is important. As we know, engaging in regular physical activity can lower the risk of disease, improve brain health, boost mood, reduce stress, and enhance your capacity to perform daily tasks. Even finding ways to incorporate small amounts of activity into an otherwise sedentary day can have big benefits. Micro workouts are an actionable way to do this. Beyond the workout are micro meditations and micro mindfulness practices. Many most? And trying and failing to do so on a daily basis — setting the alarm for 5 am and sleeping through it again and again — can lead to a constant feeling of failure and cycle of self-loathing. But most people do have 10 minutes to sit or take a meditative walk, and taking advantage of those minutes provides the benefits of mindfulness and can also help provide a feeling of accomplishment and self-worth. The trend of wellness travel is expected to continue its upward trajectory into , driven by the evolving needs and priorities of consumers. According to multiple sources, travelers are increasingly seeking ways to disconnect from everyday stressors, like economic uncertainty and global turmoil, and prioritize their health and wellbeing during their trips. For that reason, we can be sure that there is significant and ever-increasing opportunity to win with customers in a global hospitality wellness marketplace. Historically, hospitality wellness was grounded in spa and fitness experiences, and while we absolutely plan to build on our existing strengths in these areas, we see this as table stakes. The report states that among the wellness-focused travel trends in will be quality sleep, connectivity and personalization, and culture and experiences. Per Me Time Away, some are finding solace in seeking out off-grid, less crowded destinations that promote leisure, wellness, and meaningful experiences, with people valuing the journey as much as the destination itself. Wellness travel in will encompass a wide variety of experiences, as hotels and resorts, as we have seen over recent years, are increasing offerings of related services and amenities including spas, fitness centers, thermal baths, reiki, yoga, and meditation sessions. Spa trends are also evolving to meet the wellness demands of travelers and many are showing innovation and creativity. These include combining traditional spa treatments with modern technology, focusing on mental wellness, leveraging data to cater to specific wellness requests, and emphasizing nutrition. Carillon, for example, offers touchless treatments like sound therapies and zero-gravity stress reduction alongside traditional treatments like facials and massages. Wellness travel in is poised to offer sanctuary for travelers and continues to be a top priority. The sector is likely to see further expansion, enriching the travel sector with innovative and transformative experiences. Thermal bathing has seen a surge of global interest in the last few years. Bathing in hot springs and warm pools is largely a social activity, and many industry thought leaders did indeed predict that communal activities would see a surge when restrictions were lifted. After it was acquired by Marriott, the historic 19th Century property underwent a two-year-long resort-wide refurbishment, reopening in Located in Montecatini Terme, Grotta Giusti boasts an underground thermal cave thought to be million years old, the largest in Europe, renowned for its healing properties. With newly refreshed spa, guestrooms, restaurants, and hotel bar, Grotta Giusti offers a variety of bathhouse-style experiences, including Roman baths, saunas, and experience showers. The highlight is the thermal cave, divided into three areas of varying temperatures. Additional treatments, changing rooms, and a spa garden are part of the expanded spa experience. North America, meanwhile, is warming up to the wellness ritual with older spas undergoing renovations and transformations and new locations emerging in the US and Canada. Set to open in February , the Southern California spot has been closed to the public for 30 years. Spa treatments will be inspired by the minerals in the geothermal water, abundant agricultural region, and mud bathing history. The therapeutic potential of music has become an area of keen scientific interest, specifically music as medicine. The immersive experience of music therapy appears to provide more consistent benefits, but a number of studies suggest there are therapeutic advantages of mere listening. Some might scoff, but the research is real and ongoing. A correlation has been found between listening to music and reduction in symptoms of depression, anxiety, insomnia, and physical pain. The event showcased innovators and technology integrating music into products and services devoted to fitness and wellbeing. UMG also announced that it was licensing digital therapeutic company soundBrilliance to use selections from its catalog in clinical trials for music and health research, and introduced Sollos, a forthcoming music-centric wellness app that uses cognitive science and proprietary audio technology to support focus, relaxation and sleep. In similar developments, researchers at the University of Alberta are currently exploring whether prescribing music could enhance medication efficacy and reduce health-care visits due to adverse drug effects. And a Portland startup that uses sensors, software, and music to help people with brain injuries recover their ability to walk has gotten the go-ahead from the Food and Drug Administration to market their product, InTandem. Another example is Moonai, a Barcelona company that developed a mobile app using music to help women suffering from menstrual pain. Music Ally reported that, even in its initial pilot stage, the app was chosen as App Of The Day by Apple in several countries. The group worked with sound therapists to create the track, which contains harmonies, rhythms, and bass lines designed to help slow heart rate, reduce blood pressure, and lower levels of the stress hormone cortisol. We use cookies to ensure that we give you the best experience possible on our website. Last updated: August 23, So, why would we be against it? Zara has named year-old Spanish actress Angela Molina as the face of its new campaign, and year-old actress and model Isabella Rossellini appeared on the October cover of Vogue Italia. Society: Gender Inclusivity In recent years, there has been increased discourse around diversity, and a notable shift in societal perception around gender identity. Potential legal consequences A business accused of violating anti-discrimination laws can face legal consequences lawsuits, penalties, and fines , reputation damage, loss of partnerships, and more issues that can create financial strain. Industry Operations: Yield Management is Redefining Revenue Potential Yield management is the business practice of leveraging data to optimize pricing and capacity utilization based on fluctuating demand and availability. Examples of creative ways to manage yield Some more granular examples of ways in which companies are managing yield: Last-minute deals: Offer discounts for unsold capacity as the service date or time approaches to stimulate demand. Early-bird discounts: Encourage customers to book early by offering lower prices. Variable capacity: Adjust the available capacity based on demand forecasts, such as having flexible staffing levels. Similarly, this could work for treatment rooms, service stations, and cabanas. Blocking inventory: Holding back some capacity to be released closer to the service date, especially when higher prices are anticipated. Blackout dates: Restricting or not allowing discounts or special offers during peak demand periods. Package deals: Bundle products or services together at a discounted price, often leading to increased overall sales. Mini bursts of activity Micro workouts are mini bursts of activity that make it easier for busy people to fit in some exercise from pretty much wherever they happen to be, whether at home or in the office. Holistic Health: Thermal Bathing Thermal bathing has seen a surge of global interest in the last few years. The private self-guided thermal experience combines ancient wellness rituals with modern technology for an immersive healing experience. The Circle is a circuit that includes a shower, soak, Welpod an immersive and multi-sensory room designed to promote physical and emotional well-being , cold plunge, and bed of stones. Mysa Nordic Spa, St. Mysa features an person thermal bath, Aufguss ceremonies, and a wide range of spa and relaxation services including essential oil steam rooms, cold water plunges, a Finnish sauna, meditation sessions, and massages. Alternative Therapies: Music as Medicine The therapeutic potential of music has become an area of keen scientific interest, specifically music as medicine. Prev Previous Effective upselling techniques for hotels, resorts, and spas. Next Featured property: Rosewood London Next. What you should do now If you are looking to drive ancillary revenue while delivering a 5-Star guest experience for your hotel, resort and spa, schedule a personalized demo of Book4Time's leading cloud-based wellness and leisure activity booking software. If you're interested in discovering ways to boost revenue for spas and hotels, explore our blog or visit our resources section for more insights. Schedule a Demo. Recent Highlights. GlossGenius vs. Acuity vs. Featured property: Rancho Santana October 7, Experiential marketing opens up new revenue streams for hotels and resorts October 7, Request a personalized demo today! Corporate Headquarters Town Centre Blvd. Linkedin-in Youtube Twitter Facebook-f Instagram. 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