BY JOSH CORMAN

LOCKDOWN . QUARANTINE . ISOLATION . Words like these came to define the earliest days of the COVID-19 pandemic in 2020 as nearly every aspect of our day-to-day experience was altered by the spread of the coronavirus . But as time has worn on and the world has found ways to function alongside the disease , it seems clear that many people — perhaps especially spa-goers — are making up for lost time . When spas reopened throughout 2020 and 2021 , demand for services was high , but occupancy limitations made it difficult to get a true sense of how sustainable that demand would be . Now , most spas are operating without major restrictions in place , and all signs point to a population as eager as ever to tend to their wellness needs at the spa .

But not all spa-goers are enjoying their favorite services in exactly the same way as before the pandemic struck . In fact , many spa leaders have noted an increase in couples , small-group and large-group business in recent months , which suggests a shift toward interest in a new kind of spa experience , one that emphasizes the social connection that has so often been difficult to find over the last two years . To get a better sense of how spas are responding to this shift in real time , Pulse spoke with four member spas about the steps they have taken to deliver the kinds of shared experiences that so many spa-goers seem to increasingly crave .

Making Room At Oak Bay Beach Hotel in Victoria , British Columbia , where Tina Lyons serves as spa director of Boathouse Spa & Baths , couples treatments have become so popular that the spa is actually reconfiguring its space to accommodate starting this spring . Says Lyons ,“ I noticed that the occupancy of the pedicure room was , on average , only about 25 percent , and so I decided after April 1st to turn that pedicure room into another couples room , which would increase our revenue substantially .” The change is likely to have a significant impact on revenue because of the intimate boutique spa ’ s already limited space . The new couples room will double the number of dedicated couples spaces available at the spa and increase their total number of treatment rooms from five to six .

Guests at Well & Being Spa test out ingredients at the blending bar ( top left ) and enjoy lunch ( bottom right ) as part of the spa ’ s group offerings .

30 PULSE • APRIL 2022