2012 spa visits rebounded to levels not seen since 2008.
aMERICANS LIKE to be pampered. They like it so much, in fact, that the key indicators spa operators follow—in- cluding visits and revenues—rose last year, even with a
less than stellar economy and high unemployment numbers.
according to the 2013 US Spa Industry Study released by the
International Spa association (ISPa), for the first time since 2008,
each of the“Big Five” stats rose in 2012. The number of spa loca-
tions showed a modest increase, rising 0.5% from 19,850 in 2011
to 19,960 in 2012. Total spa industry revenues rose 4.7% with the
average revenue per spa increasing 4.1% and revenue per visit
up 1.8%. In addition, the total number of visits to spa establish-
ments is estimated to have risen to 160 million in 2012 from 156
million the year before. That 2.8% increase is especially signifi-
cant in that it marked a return to levels not seen since 2008.
“This year’s annual US study paints a very positive picture for
the spa industry and reflects what we are hearing from our mem-
bers. It is encouraging to see the total number of spa visits back
at its pre-recession peak and even more encouraging to see total
spa industry revenue reach a record high $14 billion,” said ISPa
president Lynne McNees.
according to Tracie ridder Wertz, a spa industry expert and
founder and cEO of à la mode, a chicago-based consultancy
that offers a single-source solution for spa buyers, themes in spa
products mirror that of the larger personal care/beauty space.
“The requests we are hearing and trends we are seeing include things like Fair Trade, sustainability and social responsibility, products that are made in the US, organic/natural and
chemical-free and the use of hand-held devices,” she told HAPPI.
Where the Brands Are
The spa sector is an attractive market for big names in the personal care industry, and major brands continue to sign on as lead
players at high-profile spa locations.
The newly launched aqua Star Spa at The Beverly Hilton in
Beverly Hills, ca, for instance, is now the first Babor branded
beauty spa in the US. The move is an expansion of the pair’s relationship that began in May 2012 when the spa introduced Babor
as its premier skin care line.
“This partnership with Babor is going to take the spa experi-
ence at The Beverly Hilton to the next level,” said Lyndi Heus, spa
director of aqua Star Spa.“We are excited for our guests to expe-
rience the refreshed full-service spa, and we’re honored to be the
first US location for the Babor Beauty Spa concept.”
The spa has been redesigned to include architectural ele-
ments of other Babor Beauty Spas that can be found in more than
a hundred locations around the world. Offering a wide range of
services, the aqua Star Babor Beauty Spa includes an exclusive
signature treatment called the “red carpet ready Facial.” This
$195, 80-minute treatment begins with a heated stone aroma-
therapy oil introduction on the back followed by a luxurious facial
with Babor Beauty Fluids, which are penetrated into the skin with
the use of micro current technology.
In addition to facials, body treatments and massages, the
aqua Star Babor Beauty Spa menu will also offer treatments
Christine Esposito • Associate Editor
The Shawangunk Grit
Mineral Body Treatment at
the Mohonk Mountain House
spa uses indigenous quartzite
rocks crushed to a powder
in a scrub that exfoliates skin.
(Photo: Jim Smith