“Offering [guests] shared experiences allows
them to be more grounded and create
authentic connections with others.”
— SIMON MARXER, Group Director, Miraval Resort & Spa
Canyon Ranch Lenox's gardens are perfect for disconnecting from modern tech.
In-Depth, Customized Experiences
In 2009, ISPA wrote that shortened treatments were a trend
to watch in the spa industry going forward, noting that 46
percent of ISPA members saw an increase in treatments of 30
minutes or less, and that “these mini services at lower price
points are popular ways to get a taste of treatments offered at
many spas.”
The picture at the end of 2018 could not be more
different. In contrast to the cash-strapped and time-crunched
world of a decade ago, spa goers now have more money and
time to spend. In fact, spa goers are increasingly going to
spas specifically because longer, more immersive experiences
allow them to fully unplug from the challenges and stresses of
modern life.
“Our single biggest trend has been the increase in 120-
minute or longer combination services and rituals,” says Shaw
Cote, spa director for Four Seasons Resort Lana’I on Lanai
Island in Hawaii. In previous years, guests would typically
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