Traditional spa industry events are essential— but they don’ t cover it all. As the spa business becomes more experience-driven and design-conscious, attending broader industry expos like Licensing and HD can give spa leaders a distinct edge. From partnership potential to immersive design innovation, these shows offer tools to elevate your brand, differentiate your services and stay ahead of evolving guest expectations.
support spa goals— elevated guest experiences, efficient space use and increased treatment capacity.
PLANNING FOR FUTURE ATTENDANCE If you’ re considering attending either expo in 2026, a strategic approach is key: l For Licensing Expo: Research brand exhibitors in advance and identify those aligned with your spa’ s identity or audience. Prepare proposals that highlight mutual value, and use the show’ s meeting platform to schedule appointments in advance. l For HD Expo: Bring photos or floor plans of your spa spaces. This allows vendors to provide tailored recommendations, turning casual browsing into productive consultations. Unlike browsing a catalog, this hands-on experience lets you evaluate texture, lighting, scale, and ambiance in real time— critical factors in wellness design. n
Meeting Evolving Guest Expectations
The Intersection of Spa with Licensing and Hospitality Design
LICENSING EXPO: Today’ s spa-goers— especially millennials and Gen Z— crave experiences that reflect their identities and interests. Licensing offers a powerful tool for connecting with these audiences. From character-themed children’ s treatments and gaming-inspired relaxation rooms to fashion-forward wellness packages, brand partnerships open the door to creative, relevant offerings that feel fresh and emotionally resonant. With global licensed merchandise revenue hitting $ 340.8 billion in 2024, and 73 percent of millennials prioritizing experiences over products, the opportunity for spas to engage younger, experience-driven consumers has never been stronger.
HD EXPO: At HD Expo, spa professionals would have discovered design innovations that elevate guest experience without requiring major renovations. Sustainable hardwoods, sound-absorbing carpets and modular furnishings help create immersive, flexible environments. Water features that double as sound barriers, fire elements that invite community, and lighting that shifts from energizing to calming— all contribute to multi-sensory spaces that support emotional well-being. These design-forward solutions allow spas to refresh their ambiance, optimize space and meet rising guest expectations for both function and feeling.
SHERRIE TENNESSEE, PH. D., has dedicated more than two decades to hospitality and education excellence. With a doctorate in hospitality focusing on wellness technology, she develops curriculum and speaks internationally on industry innovation. | LinkedIn: linkedin. com / in / sherrie-tennessee-phd /
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