With the SpaFinder’s Top 10 Trends for 2012 newly released, you might be wondering – how do I fit in the picture? How much of these trends am I already on top of and how can I implement these trends into my business model and service offerings?

Wonder no more – here are a few simple ways to incorporate aspects of some of the Top 10 trends, and whether it is on a small scale or the more grandiose, there are many ways to ensure that your company stays relevant and innovative in the coming year.

Trend #1: Healthy Feet Treatments
With the busy lives that people lead today (and with many women leading them in heels), tired and achy feet are ten a penny. Add the fact that the average person spends four hours a day on their feet, and it’s no wonder there is a national epidemic of foot problems like bunions, hammertoes, arthritis and worse. Reflexology is already offered at many spas and wellness centres, but even something as straightforward as a foot massage named in an interesting way to address the growing concerns of guests can play into this trend. Incorporate information and techniques that address more than just the relaxation factor – make it a wellness treatment to let guests know you’re caring for their wellbeing, and we’re sure their feet will thank you.

Trend #2: Cold and Ice Treatments
While not everyone is going to have the resources to build an Ice Fountain for guests to cool off after hot treatments, like The Mandarin Oriental, Hong Kong, there are more economical ways to use this trend on your spa menu. If you already have hot stone massage, why not turn it into a hot-and-cold stone massage? To immediately incorporate the trend into your everyday business, start to offer ice-cold towels post-treatment to help invigorate guests and regulate their body temperature.

Trend #3: Wellness and Beauty Coaching
Wellness and beauty coaching is a serious trend right now, not just another passing fad. Clients are busy and need help figuring out a life routine that they can stick to, be it nutritional, skincare or just life coaching. While it is mostly destination spas that are offering these programmes, that doesn’t exclude the rest of the industry from including this service for its clients. Wellpeople.com in the U.S. offers certified on-site or online wellness coaching for spas, hospitals and businesses. Early registration for certification training is being offered now on the company’s website.

Trend #5: Spa, Wine and Dine Packages
Fine dining and spa-ing are being aggressively paired, packaged, curated, marketed and savoured together as never before. Hotel and resort spas are boasting their award-winning chefs by combining them with their five-star spas, giving pleasure-seeking foodies and spa enthusiasts an ultimate experience to remember. To take advantage of this trend, work with your chef to begin exploring the potential of merging spa and cuisine in a new and innovative way. Find out what your chef can commit to or take a look at the offerings on your restaurant’s menus and attempt to create a spa treatment around it, offering it as a part of a special and indulgent package. From matching ingredients like chocolate in a treatment with an imaginative chocolate dish to relish in after the spa, to incorporating cooking classes or specially curated meals into spa packages like girlfriends’ getaways or romantic couples’ retreats, foodies and spa enthusiasts alike will be satisfied in more ways than one.

Trend #7: The Glam Factor
The “lipstick effect” is certainly visible during this long economic downturn, showing that small beauty splurges are something women, and men alike, are willing to spend their money on. Take note from the trends and offer “quickie grooming and beauty.” If you already offer hair care, why not create a blow-dry happy hour for clients where they can indulge in a quick blowout with friends and a complimentary drink? Offer this service to new customers at a discount and watch the books fill up! For your male clientele, offer a private male grooming bar for eyebrow waxes, male mani/pedis and old-school shaves.

Trend #8: Spa Evidence
An empowering and game-changing new online resource is here for the spa and wellness industries: SpaEvidence.com. The site is the world’s first portal to the medical evidence – with thousands of clinical studies – that exist for 21 spa and wellness approaches. SpaEvidence.com represents a giant step forward for industry validation as it forges a new, common ground between the spa and medical worlds. But to unlock all this transformative potential, spas need to use the site! By spending just an initial 15-20 minutes at this easy-to-use portal, the entire fascinating world of Evidence-Based Medicine will open up to you. Bring this important and free resource to your customers by posting SpaEvidence to your site. You can add a direct link to your site or even display a SpaEvidence logo or banner, for free! Contact Dulcy Gregory at dulcy@globalspasummit.org for more information.

Trend #9: Spa Becomes a Family Affair
Our Trends Report notes that kid-specific spas are on the rise, and like wellness coaching, this trend is more commonly offered at getaways and resorts. Still, there are certainly ways that day spas can create revenue from this burgeoning trend. Mummy-and-Me (or Daddy-and-Me) services can be offered to busy mums who are looking to come in and enjoy a day of spa and wellness but cannot find a babysitter or have a tween looking to join. If you have free space in the spa, offer a class for youngsters who come to the spa with mum or dad ─ whether it’s a mini spa-party with mani/pedis for the kids or a fun kids’ yoga or wellness class, mums, dads and children alike will be thrilled at the added services.

Check out all 10 trends by scrolling through our dynamic new slideshow presentation that depicts many of the trailblazing spas who exemplify the trends we’ve identified and summarises each forecast. View the Trends Slideshow >

There’s nothing quite like a sauna with your sweetie or a couples massage, love is in the air and consumers want that pefect fairytale experience with their loved one. We make it easy to promote your Valentine’s special offers, whether it be a pre-dinner pamper day or a couples luxury getaway.
Here at SpaFinder we provide the perfect partnership, helping you to help your clients feel the love:

• SpaFinder.co.uk’s romantic deals page consistently lists special packages for two at sumptuous locations around the globe.
• Our Club Spa Blog and newsletters, give top treatment tips to your consumers, plus, feature the best romantic spa offers and Valentine’s spa product roundups.
• SpaFinder readers vote every year for their favourite spas, including best for romance, in the 2011 Readers’ Choice Awards The Langham London and Alexander House Hotel Utopia Spa took the top honours.

Here’s how to make the most of your Valentine’s Spa Deal on SpaFinder:

1) Include the discount or saving in the title

2) Give your promotion a sensually appealing name

3) Simply list all the elements of your Valentine deal

3) Submit your deal – it’s fast, easy and is designed to boost your Valentine’s bookings through SpaFinder!

• To post a Stay Spa Deal, fill in the form here.
• To post a Day Spa Deal, fill in the form here.

So keep those Loved-up Wellness Deals coming for your Professional Listing! And if you have any questions, please contact Monika at monika@spafindereurope.com.

We’ve given you a sneak peak of some top trends to watch out for in 2012, but if you’d like an in-depth breakdown of what to expect this year, our full report detailing the Top 10 Spa Trends of 2012 is available. This annual report is highly respected among analysts, researchers, business leaders and experts from around the globe, and is your ticket to staying ahead of the curve in the spa and wellbeing industries.

With everything from online wellness gaming to the “wow” factor, read the full 2012 trend report here.

SpaFinder has recently unveiled its 2011 Readers’ Choice Award winners, and we wanted to send a shout-out to some of your colleagues in the spa and wellness industry. In addition to such spas as “favourite new getaway,” “best for romance” and “best for yoga,” readers have voted on those they deem the best of the best for “favourite spa manager” and “favourite spa professional.”

We congratulate you!

Favourite Spa Manager:

• Cherie Lininger – Trump International Hotel & Tower Chicago (Chicago, IL)
• Chris Bird – Mii Amo, a Destination Spa At Enchantment (Sedona, AZ)
• Deborah Zie – Cal-A-Vie Health Spa (Vista, CA)
• Jimmy Lesage – New Life Hiking Spa (Killington, VT)
• Joan Wolff – Deerfield Spa (East Stroudsburg, PA)
• Sharon Kolkka – Gwinganna Lifestyle Retreat (Queensland, Australia)
• Tina Crawford – The Ritz-Carlton, Amelia Island (Amelia Island, FL)
• Todd Hewitt – Four Seasons Resort Costa Rica At Peninsula Papagayo (Guanacaste, Costa Rica)
• Verena Lavigne-Fox, Four Seasons Hotel George V (Paris, France)
• Wendy Woodward – Westglow Resort and Spa (Blowing Rock, NC)

Favourite Spa Professional:

• Bob Wright – Director of Education – Hilton Head Health (Hilton Head Island, SC)
• Catherine Slane-Carroll – Esthetician – The Elysian Spa and Health Club (Chicago, IL)
• Dr. Tim Frank – Doctor of Naturopathic Medicine – Miraval Arizona (Tuscon, AZ)
• Eric Kittay – Massage Therapist – Spa Gaucin at St. Regis Monarch Beach (Dana Point, CA)
• Gabriela Curry – Massage Therapist and Esthetician – La Quinta Resort & Club (La Quinta, CA)
• Heidi Gates – Massage Therapist – El Monte Sagrado Living Resort And Spa (Taos, NM)
• Ilona Dowgiallo – Naturopath – Spa Eastman (Eastman, Québec, Canada)
• Lisa Ferguson – Massage Therapist – Ste. Anne’s Spa (Grafton, Ontario, Canada)
• Lori Pavlack – Massage Therapist – Eau Spa at The Ritz-Carlton, Palm Beach (Palm Beach, FL)
• Lynn Ann Covell – Senior Fitness Specialist – Green Mountain At Fox Run (Ludlow, VT)

Results from the annual SpaFinder State of Spa Travel survey are hot off the press, and we want to share a few of the significant findings with you. The survey, now in its fifth year, provides annual insight into what travelers are looking for when booking spa travel, along with the developments in the spa travel industry, including such sectors as the overall health of the market, traveling demographics and popular locations/amenities.

Here’s a quick snapshot of what travel agents have to say about the spa travel marketplace:

Hottest Trend – Health & Wellness Spa Travel: Travel agents ranked “increased interest in spa travel specifically for wellness & health” as the no.1 fastest-growing spa travel trend. Additionally, 79% of agents report clients are more interested in spa vacations with a strong health/wellness component in 2011 over 2010, while another 18% report the trend remains just as strong.

Rounding out the top 5 trends: 2) “social spa-ing”; 3) people traveling solo to spa destinations; 4) spa travel for younger people (under 40); and 5) increased interest in international spa destinations.

Even More Aggressive Deals in 2011: Despite more bullish reports for travel generally, 55% of agents reported that hotel/resort/destination spas are actually offering more aggressive deals, attractive pricing and value-add packages in 2011 over 2010 – with only 8% seeing any declines in the deals this year.

Price-per-Night Firms at Higher End: At the same time there seems to be some distinct price firming at the higher end of the market. In both 2009 and 2010, 75% of spa travel booked fell under $299/night, but that dropped to 62% this year. And, while in 2010, only 10% of bookings topped $350/night, this year that jumped to 21%. For 2011, the most commonly booked price-per-night is $250-$299, but 38% of bookings now fall in the $300+ range (up from 29% in 2010).

Baby Boomers Still Rule the “Spa Pool”: Baby Boomers (aged 46-65) remain the age demographic most likely to book spa travel, accounting for 68% of bookings in 2011; however, the younger “Gen X” demographic is also a critical client base, with 31% of bookings this year coming from those aged 36-45.

Spa Access Remains no.1 Traveler Consideration: Agents ranked which offerings/amenities at destinations are most critical to their clients; the 2011 rankings: 1) spa facilities/access; 2) proximity to beach; 3) sightseeing; 4) nature-based activities, like hiking, etc.; 5) shopping; 6) golf facilities; and 7) skiing access.

Hailing from all over the world, our readers have spoken and the new group of spas voted to have the Best Medical Spa Programme has been announced! Our 2011 Readers’ Choice Awards , which marks the awards’ ninth anniversary, had more global votes by spa-goers, making this the most international and diverse group of spas in the history of the awards. From Thailand to Texas, readers voted for their favourite spas in 32 different “Best For” categories, including Best Medical Spa Programme – check out the winners below:

Best Medical Spa Programme
Canyon Ranch (Lenox, MA)

Canyon Ranch (Tuscon, AZ)

Chiva-Som (Hua Hin Thailand)

Cooper Aerobics Center (Dallas, TX)

The Greenbriar (White Sulphur Springs, WV)

Pritikin Longevity Center & Spa (Miami Beach, Florida)

Sanoviv Medical Institute (Rosarito, Mexico)

Terme di Saturnia Spa & Golf Resort (Grosseto, Italy)

WellMax Center for Preventive Medicine (La Quinta, CA)

Clinique La Prairie (Clarens-Montreux, Switzerland)

A complete list of winners can be accessed at 2011 Readers’ Choice Winners. Crystal and Country/Region award recipients will also be featured in the NewBeauty SpaFinder: Guide to Global Spa, Wellness & Beauty, arriving on newsstands now!

Are you marketing to your boomer-and-beyond clientele? If so, you may just be helping them live longer.

Older people who are happy, even for a little while, have a 35% lower risk of dying than those who were least happy, according to a British study, of which the results were published in the Proceedings of the National Academy of Sciences. The study is a part of the longest-running British study on ageing.

Because the findings emphasise the importance of emotional well-being for older people, we’re thinking that the spa can definitely be one way to make older people feel great — not only emotionally, but physically as well. And we all know that good health plays a pivotal role in how great you feel about your life and yourself.

Not only can spa have a great effect on their lives, with the immense 65-plus demographic and their buying power, these silver spa-ers also have a massive impact on the spa industry.

Savvy spas should be rethinking everything to address these all-too-often-ignored niche’s specific needs: from facilities, to equipment, to programming, to marketing and staffing. Physical therapy, rehabilitation, recuperation and just plain old pain relief have increased on spas’ menus, to meet the needs of clientele with back, neck, knee and mobility issues. Hosting a special happy hour of sorts for seniors, perhaps during the mornings when business might otherwise be slow is another way to further reel this group of clients in. Many spas are even using bigger print for their spa menus!

Here are a few other forward-thinking examples from SpaFinder’s 2011 Spa Trends Report:

• Fairmont’s Willow Stream Spas are adding an extensive muscle and joint programme promising pain relief. We’ve been seeing more spas featuring exercise physiologists, sports medicine professionals, chiropractors, orthopedics, naturopaths and physical therapists on staff (or on call).

• Spa bathing, known for pain-relief benefits, relaxation and at times, detox assistance, is experiencing a resurgence in general, and is a perfect fit for older clientele. Some examples of specialised bathing experiences include the Scandinave and Le Nordic models in Canada, the Hakone Kowakien Yunessun in Japan, or the lucrative Glen Ivy Hot Springs in Southern California. Prior research has concurred that the number-one reason people go to spas is to “relax and de-stress,” but in some regions of the world that may soon be replaced by to “relieve aches and pains.”

• Using the term “corrective” — “corrective” massage, “corrective” facials, etc., and for the already used-to-death term “anti-ageing” can help boomers pinpoint which treatments they may be interested in due to age.

• Integrating specialised offerings such as the Biofreeze Pain Management massage; infrared saunas, which function at far-less searing heat (but penetrate heat further into the body than a traditional sauna); and new chilled loungers that accomplish what cold plunge pools do, but are more comfortable and safer for older guests, can also bring in more silver spa-ers.

Our 2011 Readers’ Choice Awards have been announced, marking the awards’ ninth anniversary! Worldwide, more votes were cast by spa-goers this year, making it the most international and diverse group of spas in the history of the awards, in addition to being the most complete and useful peer-to-peer recommendation in the global spa market.

“SpaFinder was the first to offer people the opportunity to vote for their favourite spas in diverse categories, from cuisine to hiking to golf to romance, providing a fast, accessible way for spa-goers to make decisions based on what’s important to them,” said SpaFinder President Susie Ellis. “They have become a valuable consumer guide, as well as an industry accolade.”

The Awards were based on votes submitted by SpaFinder’s global consumer websites, including SpaFinder.co.uk and by readers of SpaFinder publications. Readers were asked to only vote for spas they have visited in the last three years.

In addition to the Crystal and Country/Region Awards, readers voted for their favourite spas in 32 different “Best For” categories, including Favourite Day Spa – check out the winners below:

Favourite Day Spa

Blu Water Day Spa (Rockville, MD)

Depasquale Spa (Morris Plains, NJ)

Eden Day Spa (Boca Raton, FL)

Elmwood Spa (Toronto, Ontario, Canada)

Glen Ivy Hot Springs (Corona, CA)

Great Jones Spa (New York, NY)

Sanctuary Spa (London, UK)

Soho Sanctuary (New York, NY)

Spa Gregorie’s (Newport Beach, CA)

The Spa Ritual (Calgary, Alberta, Canada)

A complete list of winners can be accessed at 2011 Readers’ Choice Winners. Crystal and Country/Region award recipients will also be featured in the NewBeauty SpaFinder: Guide to Global Spa, Wellness & Beauty! You will be able to buy your new copy here, when it is published in the New Year.

During the last American Society of Dermatological Surgery Annual Meeting in Washington, D.C., clinical trial data was presented demonstrating the effectiveness of a new FDA approved injectable, LAVIV™. LAVIV is made from a patient’s own skin cells, making it the first and only personalised cell therapy.

“LAVIV is a first of its kind treatment that works by expanding a patient’s own collagen-producing fibroblast cells. This data confirms the effectiveness of this innovative cell therapy,” said Stacy Smith, M.D., the study investigator who presented the results to the ASDS, in a published report. “Since LAVIV is made from a patient’s own collagen-producing fibroblast cells, the safety profile is excellent.”

Developed by Fibrocell Science and named one of Allure Magazine’s 2011 Beauty Breakthroughs, Laviv is made up of collagen-producing cells called fibroblasts, which are isolated and grown from the patient’s skin cells, and a mixture of water, sugars, vitamins, amino acids and salts. Antibiotics, amphotericin and gentamicin, bovine serum and dimethyl sulfoxide are used during processing, and trace amounts of these ingredients may be present in LAVIV™, the company’s website says.

Since Laviv uses the body’s own resources to create a more youthful appearance, the body recognises the cells as its own and the chance of an allergic reaction greatly declines. There is less upkeep since results typically last longer than more conventional fillers; however when patients are ready for another treatment, a bank of their cells is available at the Fibrocell lab and can be overnighted to practitioners.

Safety data was presented at the Annual Meeting as well, with the most common negative side effects being mild to moderate reactions around the injection site. These side effects were reported by more than one percent of patients treated and included redness, swelling, bleeding, bruising, papules, pain and irritation. In all adverse effects reported, 94 percent were resolved within one week.

With consumers learning more about the importance of sustainability and “going green,” the demand for products that fit into this lifestyle is ever-growing. In fact, global sales of natural and organic beauty products are projected to reach $9 billion by the end of this year, with product sales to reach $14 billion by 2015, according to Organic Monitor’s upcoming Global Market for Natural & Organic Personal Care Products report. Currently in the United States, Germany and Australia natural and organic product sales capture 10 percent of market share, due to high consumer awareness.

Many big-name product lines are launching green products to keep up with this rising desire from consumers and there are many other already-natural lines that are now competing with well-known brands. The success of a brand comes from great marketing and distribution, Organic Monitor says, adding that creating specialised retail shops and “concept” stores play a role in success as well.

We believe that going green can not only increase your bottom line, but it’s a win-win for the consumer and for the earth as well. Tell us, has your spa acquired more green products in the past five years or so and do you have plans to do more in the future?

The Sustainable Cosmetics Summit will host the latest findings of this study as well as dedicated workshops designed to encourage increased sustainability in the beauty industry. Organised by Organic Monitor, The Asia-Pacific edition will be held November 7-8 in Hong Kong and the European edition will be held November 28-30 in Paris.

Research Publication: #7001-60 The Global Market for Natural & Organic Personal Care Products (Publish date: Dec’11)  http://www.organicmonitor.com/700160.htm