BY SHERRIE TENNESSEE, PH. D.

WHILE MANY SPA LEADERS focus their trade show attendance on spa-specific events, two of the broader hospitality industry’ s most inspiring showcases remain largely overlooked by wellness professionals. Yet for spa operators looking to differentiate their offerings and spark fresh ideas, the Licensing Expo and Hospitality Design( HD) Expo, both held annually in Las Vegas, offer valuable complementary— and mostly untapped— opportunities.

The Licensing Expo and Hospitality Design Expo both took place in May at the Mandalay Bay Convention Center in Las Vegas.

DISCOVERING UNEXPECTED POSSIBILITIES ON THE SHOW FLOOR Licensing Expo 2025 brought together more than 16,000 attendees and 5,000 of the world’ s most recognizable brands— from global icons like Nintendo and Warner Bros. to retro favorites like Strawberry Shortcake and The Smurfs. Despite its scale and brand power, the wellness sector remains largely underrepresented, making it a ripe space for innovation. For spa operators, this presents an opening: Imagine partnerships with entertainment or fashion brands that result in sports-themed recovery treatments, family- focused spa experiences or exclusive wellness retreats for corporate clientele.

Meanwhile, HD Expo 2025 showcased thousands of design-forward products and materials across indoor and outdoor categories. While not spa-specific, the event revealed a wide array of solutions with direct spa applications. For example, vendors like Structure featured advanced pergolas with integrated climate control systems— ideal for creating year-round outdoor treatment areas. Others, like Antheia, displayed ultra-realistic botanical installations that add ambiance without maintenance, and Vertical Ledge offered customizable mobile treatment carts perfect for flexible service models.

SPECIFIC INNOVATIONS WORTH EXPLORING For spa professionals, both expos highlighted opportunities beyond product discovery— they offered strategic inspiration. At Licensing Expo, entertainment properties like Paramount and Hasbro sparked ideas for experiential programming, while fashion and lifestyle brands pointed to retail, collaboration and co-branding potential. Spa leaders looking to engage new demographics— athletes, Gen Z, multi-gen families— can use licensing to develop themed offerings with built-in recognition and emotional connection. At HD Expo, the emphasis was on sensory impact and operational flexibility. Attendees experienced lighting innovations that enhanced mood and reduced energy costs, as well as modular design elements that could allow spa spaces to adapt throughout the day. These solutions directly

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