Consumer Edition

May 2005 | Vol. 6, No. 4
© 2005 American Massage Therapy Association®
All rights reserved.

Hello, e-touch reader!

Massage is just one of the many healing therapies that can offer peace of mind, relaxation and vitality. Spas offer a tranquil setting that enhances and intensifies the experience. With massage as the most requested service of many spas, people are taking advantage of the growing spa industry and the benefits of massage therapy. Read all about the types of spas that are out there for you to enjoy in this month's feature, "The Wide World Of Spas," by JoAnn Milivojevic. 

And remember, when considering massage, always look for an AMTA Professional member.  Logon to the association's free service, AMTA’s Find a Massage Therapist^SM national locator service or call 1-888-THE-AMTA to find a therapist in your area today!

Enjoy the issue!

~The Editors
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THE WIDE WORLD OF SPAS

By JoAnn Milivojevic

Cast a net over the spa world, and you’ll find a colorful cast of players: day spas, mineral spas, resort spas and medical spas. There are also “spalons,” hybrids of hair salons and spas where the focus is primarily hair with some spa services, such as pedicures, manicures, facials and perhaps massage. Another growing segment is dental spas, which feature some pampering treatments to help ease the stress of visiting the dentist.

Spas come in many shapes and sizes and have become as trendy as the makeover TV show, “Queer Eye for the Straight Guy.” In fact, some would argue that the Fab Five have influenced the growth in another type of a spa—those that cater exclusively to men.

“The entire spa industry is exploding, and spas are becoming more mainstream,” confirms Lynne Walker McNees, International Spa Association (ISPA) executive director. “Spas can be found in large and small towns across the country.” The spa industry is indeed growing by leaps and bounds and the number of people seeking out massage in a spa setting is increasing as well. The American Massage Therapy Association’s 2004 Consumer Survey revealed that 21 percent of Americans received their last massage at a spa, up from 17 percent in 2001, and 30 percent of those polled prefer a spa location for massage over a massage therapist’s location or their own home.

Day Spas

According to ISPA, 75 percent of spas are dedicated day spas. Preliminary findings from the 2004 study show that day spas have increased nationwide by 20 percent since 2002.

Massage Warehouse.com Day spas make up the biggest portion of the spa market. Consumers can get a massage, facial and manicure all in the same day.

Hannelore Leavy, founder and executive director of the Day Spa Association, reasoned that the growth of day spas relates to the September 11, 2001 terrorist attacks. After the catastrophe, people were reluctant to travel, yet still sought a refuge for relaxation. “People wanted to go where they felt nurtured and safe,” explains Leavy, “and they wanted to stay close to home.” Day spas answered that need.

Other factors leading to day spa and overall industry growth include increased general awareness of spa benefits (including massage), and aging empty-nest baby boomers, who find themselves with more time and money.

A variety of people seek out day spas so it’s no surprise to discover that they market to a variety of consumers. Some spas promote themselves to the masses, while others target niche markets that appeal to certain clients (such as men). But no matter the target market, day spas share a common attribute. Massage is generally the top-selling service.

The healing benefits of massage enticed Judy Hohn, a former employee benefits consultant, to open her own spa, Serenity The Rejuvenating Day Spa, in Overland Park, Kansas.

“I first got a massage for my aches and pains,” explains Hohn. “I felt relief for two weeks, and went back for more massages. After about a year I realized I didn’t have a cold or flu, and knew there was something to this.”

There were no day spas in her area at the time, and Hohn wanted to share the benefits of spa treatments with her community. She opened her day spa 11 years ago, and estimates that about 60 percent of her business comes from massage. Her therapists do both traditional massages (e.g., Swedish, myofascial and sports) and also wet treatments, such as body scrubs and seaweed wraps.

Hohn’s clientele are primarily women, but she’s seeing the percentage of men going up. And she is not alone in experiencing the increase in male clients. ISPA’s latest study also sees an increase in men who visit spas, a trend that has not been lost on Tom Schmidt who now owns three, one that targets women and two that cater exclusively to men—Schmidty’s Retreat for Men, in Minneapolis.

There’s no mistaking that Schmidty’s is for men—you’ll find no pastel colors or languid waterfalls. Rather, you’ll find a pool table, masculine colors like deep browns and greens and mahogany wood accents. Even his copy has a distinctly male allure such as a “six pack,” where you can buy five services and get the sixth free, and the “full of Schmidt” package, which includes body treatments and hair cuts. In addition to deep tissue and sports massage, Schmidty’s offers stone and Thai massage.

Dental Spas

Many people don’t exactly look forward to dental appointments, and that’s why some enterprising dentists are making the experience a little more pleasurable.

While the idea of a dental spa may seem like an odd one, it really isn’t. For years pediatricians have created more kid-friendly environments by adding fish tanks, colorful walls and toys all without compromising medical services. That patient friendly trend is now making its way to the dental office.

In a recent survey of its membership, the American Dental Association (ADA) found that a growing number of dentists say amenities persuade patients to make and keep appointments and help them stay relaxed during dental procedures.

Timothy Dotson of Perfect Smile Dental Spa in Chicago has been a dentist for 17 years, the last three of which he has included “spa” services in his practice. His office setting includes candles and trickling waterfalls in every room, set against a relaxing color scheme of earth tones.

Dotson started small, with a simple massage chair, but when a patient, Erika Korak, mentioned she would be graduating from the Chicago School of Massage Therapy, a bigger idea was born. Today, Korak works with Dotson and gives patients 10-minute chair massages after their appointments—and for those who want it, a relaxing paraffin wax treatment for their hands—at no extra cost.

The pampering services offered by dentists vary widely. According to Shirley Brown, D.M.D.; Ph.D., “A dentist’s first priority is the delivery of high-quality oral health care. Offering spa-like services and a relaxing atmosphere might be one way to attract otherwise reluctant patients to come in for necessary dental treatment.”

Destination/Resort/Hotel Spas

If you want exotic, consider a destination or hotel spa. Customer service is of the utmost importance, and most massage therapists do body treatments in addition to massage.

Massage Wharehouse.com Massage is the most popular service offered at spas, accounting for 49 percent of treatment room income.

The Westin, part of Starwood Hotels and Resorts Worldwide, has spas at a number of their properties, including the Westin Casuarina on Grand Cayman in the Caribbean. Set on a beautiful stretch of famed Seven Mile Beach, the Hibiscus Spa is a full service spa offering a variety of wet treatments, facials and massage.

Grand Cayman is just an hour’s flight from Miami. It is renown as an offshore financial center, and as a world-class scuba diving destination. As such, features many attractions such as gourmet restaurants, golfing, deep-sea fishing and resorts with fine spas.

There are, of course, also many luxurious resort and destination spas within the continental United States. In general, you’ll find the highest concentration of resort/hotel spas in the southwest. But there are exceptions. The Kingsmill Resort and Spa in Williamsburg, Virginia, is an award-winning property on the shores of the historic James River.

Industry Outlook

“I’m seeing that people are choosing longer massages, such as 90-minute, two-hour and even four-hour massages,” notes Susie Ellis, president of Spa Finder. “I’m also seeing a trend toward booking time instead of treatment. For example, in place of booking a specific massage, clients book a time slot, usually two hours. The therapist consults with the client to figure out what the client really needs.”

In answer to the growing luxury market, Spa Finder has relaunched and renamed its flagship magazine, now called Luxury Spas. The bimonthly magazine began appearing on newsstands last fall.

As shown by the most recent AMTA and ISPA consumer surveys, spas of all types continue to grow at a healthy pace, and show no signs of slowing down.

This article was adapted from the Winter 2005 issue of Massage Therapy Journal.

~JoAnn Milivojevic is a freelance writer, based in Chicago, Illinois, who hopes to sample the variety of spa massage services very soon. She can be reached at: JoAnnmil@comcast.net.

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DID YOU KNOW?

Revenues generated by the spa industry are noteworthy, reaching nearly $11 billion annually, according to the ISPA. Considered part of the leisure industry, spa revenues outpace amusement/theme parks, which generate $9.6 billion per year, and box office gross receipts, which garner about $8.4 billion annually.

How do spas make their money? Treatment rooms are the largest single segment, accounting for half the revenue. Massage is the most popular treatment, earning 49 percent of treatment room income, followed by facials at 34 percent and wet treatments at 15 percent.

Source: The International Spa Association (ISPA)

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