The Impact of the Spa

Published: 23, March 2015

The Impact of the Spa and Wellness Trends into the

Tourism Industry I
Introduction
1.1 Introduction
1.1.1 Growth of Spa and Wellness
Spa and Wellness had become the main territory of wealthy women wanting to lose
weight and look good by the mid-20th century. Its main focus was on prevention,
healthy lifestyles, fitness, spirituality and relaxation.
Numbers of people use spas more and more frequently to fulfill some of their most
important lifestyle pursuits. Nowadays spa experience covers not only medical and
spiritual programs, but also outdoor adventures and exotic travel. These spas are
located in every global region, including Africa, the Middle East, and the former
Eastern Bloc.
The spa has turned into a popular culture, influencing everything from fashion and
cosmetics, to architecture, home dcor, and also cuisine.
Propelled by the growing wellness trend worldwide, the spa industry is booming.
European travelers' number one consideration when making plans for their holidays
is whether there is spa access.
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The growth of spa facilities and increased awareness worldwide has led to spa-
inspired beauty products, as well as the opening and blossoming of groundbreaking
spas and resort all over the world.

1.1.2 History of Spa and Wellness

Spa- going has been practiced for many thousands of years dating back from the
Mesopotamians, Egyptians and Minoans, to the Greeks and Romans and later, the
Ottomans, Japanese and Western Europeans.

Some say the word "spa" actually derives from the Latin verb "spagere" - to pour
forth. Other say the origin of the word "spa" comes from the Belgian town of Spa,
known since Roman times for its baths. Other even claim that "spa" may be an
acronym for the Latin phrase "sanitas per aquas", which means "health through
water".

1.1.3 Definition of Spa

The word Spa and the idea behind it derive from the time of the Roman Empire
when a big number of soldiers tried to find a solution to heal their wounds.
They looked for hot wells and used it as a kind of bathtub to be able to treat their
aching and pain on their bodies, these places were named "aquae" and the bathing
treatment "Sanus Per Aquam" (SPA), which means, health by or through water.
After this incident SPA became famous throughout Europe starting in Belgium where
it all started, from mineral water, to sea water and marine substances.
Even until today, the ideas of these healing forms are the basis of the spa culture
worldwide and hydrotherapy is seen as its major highlight.
Well-being, as well as allowing you to relax, reflect, revitalise, and rejoice is the main
importance in Spa.
"Mens sana in Corpore sano"
"A healthy Spirit lives in a Healthy Body"

1.1.4 The West

In 500 BC, the Greeks indulged in a variety of social baths, which included hot air
baths. In 25 BC, the Roman Emperor designed and created the first, so called,
"thermae", which is a large-scale spa. Each subsequent emperor then built
something new to this thermae, which made the people grow fonder of these baths.
They progressively grew into large entertainment complexes offering not only sports,
but also restaurants, and other various types of baths. After such baths, the next
visit was to three increasingly warmer quarters, where the body was soaked, rubbed
in with oils, massaged and finally exfoliated. The practice would end with a cold
plunge in ice water.
Besides the Roman combination of hot and cold baths, spa traditions kept growing
spreading itself all over the world.
For example in Japan, ""its first "onsen" (hot spring), and later the first "ryoken"
(inns) which were built, offered exceptional food, accommodations, Zen gardens,
outdoor baths as well as indoor soaking tubs."(http://www.topspahotels.com)
In Finland saunas began appearing in 1000 A.D., inducting a rich Finnish spa-going
tradition, which includes a treatment of sweating, as well as icy lake plunges, and to
top it off plenty of beer or vodka. Nowadays these procedures still exists.
"And also the Ottomans were famous for their arched and beautifully mosaic
hammam, the ultimate example is the Baths of Roxelana, which was built in 1556
and were equipped with the massive towering steam rooms, even containing private
washing quarters, and extensive massage platforms. Roxelana became an
important social center, mainly for Muslim women" (http://www.topspahotels.com)
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After these times, Spas became famous all around, starting in Europe, namely
Belgium, Germany, and England. It even stretched to the United States of America,
because in 1986 New York opened the first travel agency specializing in spa
vacations. Since that time, the spa industry has grown from a baby egg business
into a booming billion dollar global industry.
In the 19th century, Europe's great spas were destinations for wealthy people, who
went there to relax and rejuvenate. Until today, water treatments are still considered
the heart of the spa experience in Europe.

1.2 Backgrounds
This research attempts to examine strengths, threats, risks as well as opportunities
and challenges Spa and Wellness Industries have to face, concerning on-going
trends of the West and how they are influenced by Asian countries, as well as the
changes of values and attitudes of tourists. Many people think or believe that Spa
derives from Asia, due to all the marketing advertisements promotions and so on,
but what they fail to realize is that, spa has also been in the west for a long period of
time dating back centuries ago. Some tourists go to spa and wellness facilities to
pamper themselves, relax and ease there minds as well as to get away from the
hustle and bustle of their daily life style, but what they do not take into consideration,
is that spas can cause more damage to their health, if they have specific pains or
injuries which could worsen their condition.

1.3 Research Objectives

The study can be used to have a better understanding of the Spa and Wellness
Industry and the needs of consumers. It also provides strategies on how to improve
Spa facilities. The specific objectives of this study are:

to understand the spa and wellness market and the key factors
to identify various treatments, including their benefits and risks
to investigate requirements and necessities of spa- goers
to recognize top spa trends that are booming
to develop opportunities on how Spa facilities can progress in the future

1.4 Research Problems and Questions

This research is trying to clearly respond to several questions that might be raised
from this topic:
1. What are the benefits and risks of massage therapies and what could be done to
minimize the risks at spa centers?
2. How did the value and attitude of tourists change, also concerning their age?
3. How was the West influenced by Asian countries, concerning the Spa and
wellness industry?
4. What are top spa trends and what could be their opportunities and challenges?
5. What effect does the Spa and wellness industry have on men, since the majority
of spa- goers are women?

1.5 Importance of Significance of the study

Hotel industries as well as spa and wellness facilities could benefit from this study,
because it points out facts like for example risks that have to be looked in further
when running a spa - making sure water supply is in order etc. This study also states
the mentalities tourists have when it comes to their values and attitudes concerning
spas and furthermore how men nowadays are more interested in going to spa
facilities. This could benefit these industries to change, promote or add extra
facilities for men or even open spas for men only.
The importance of this study is to make sure hotels and spa facilities are aware of all
these changes, challenges as well as risks and how they can benefit from the stated
facts and solutions for improvement.

1.6 Scope and Delimitation of the study

A major weakness of this research, which was beyond the control of the researcher,
was that there was a big time constrain. There were also not that many plausible
literatures available. Furthermore there are various websites and opinions of the
correct definition of spa and wellness, and lack of statistics.

1.7 Conceptual Framework and Theoretical Framework

This research is written in a way to explain different objectives in harmonic and well
associated sentences to carry out the researcher's intentions clearly.
It explains how all the above listed points in Figure 1 relate to the Spa and wellness
Industry. It describes the popular treatments with their risks and benefits and also
states the factors that are important to a human body to feel at ease and be in a
relaxed state of mind. Furthermore, the Alpine Wellness is explained and how Spas
in the West are influenced by other Asian countries not only concerning their
therapies but more in terms of colours, lighting, dcor and ambiance. Moreover the
perception of consumers concerning their values and attitudes are listed and how
men are more and more becoming a part of the Spa and wellness industry. Lastly,
trends of this industry are explained which also goes hand in hand with opportunities
and challenges they might face in the future.

II Review of Related Literature:

2.1 Alpine Wellness
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Before, wellness was only associated with well-being and relaxation. However, now
wellness is also connected with health. That is why the Alpine region is especially
suited for this type of wellness, because Alpine remedies, like fresh air, pure and
healthy spring water, the mild, invigorating climate, mountain freshness, herbs,
stone oil combined with traditional knowledge and a balanced life has meant Alpine
wellness has become a new trend, also with its interior furnishing, alpine cuisine and
different atmosphere.
That is why today Alpine Wellness is a special form of wellness offering hay baths to
herbal saunas, natural applications and products, surrounded by South Tyrol's,
Austria, fascinating mountain landscape.
"Alpine Wellness refers to nature, culture and life quality in the area. It displays an
original charm of the alpine environment, which makes the special sensuality of the
Alps a unique and exclusive experience."
Therefore the Alps are promoted worldwide as one of the most attractive and
effective regions for wellness. (http://www.alpinewellness.com)

2.2 Facial Treatments

A facial deeply cleanses and maintains the skin by exfoliating dead skin cells. The
goal is to maintain smooth, clear, well-hydrated skin. It's the second most popular
spa service after the massage.
Trying to stop our natural ageing process is not quite possible yet, but we can help
our skins age with just a few simple steps. We need a lot of fresh air, enough sleep,
relaxation, lots of water and a diet of fruits and vegetables so our skin stays free
from blemishes.
Nevertheless, there are companies that have even come up with gadgets, which can
slow down premature aging.
"Slendertone, the British company behind the homonymous body trainers that tone
the silhouette through electric stimulation of the muscles, has released a
corresponding product for the face on Sept 9. As part of a 12-week plan, the
Slendertone Face is supposed to help stimulate the muscles of the face through
pads that, attached to the skin, receive small electric shocks"
(http://www.sun2surf.com/article.cfm?id=38421)

A facial is given by a licensed esthetician with special training in skin care; it involves
a few basic steps: cleansing, skin analysis, exfoliation, massage, extraction of
blackheads and other impurities, and application of products targeted to your skin
type (dry, oily, mixed, sensitive, and mature).

On the contrary of the West, the tropical Asian women have a head start on giving
their skin all kinds of treatments, because the basic steps have always been a part
of their traditional life style for centuries. They have easy access to the ingredients
they need for the preparation of their facial treatments, because they can harvest
them right off their botanical garden.
The West does not have the same opportunities as Asians have and therefore use a
night cream or neck cream and new oxygen creams.

Asians on the other hand used and still use raw plant extract to get rid off dead skin
cells, fight acne, replenish moisture or achieve an SPF.
That is why a lot of women gather themselves in Asian spas, where they get
traditional treatments, without any chemical input, but still giving them the softest
skin and a very relaxed state of mind.
They will most probably have their faces treated with some ingredients, which they
will also be able to find in their refrigerator at home.

Examples for these treatments are:

Traditional honey- cucumber facial (honey, lime, cucumber)

Traditional facial (corn, rice powder, cucumber juice, carrot juice.)

2.3 Factors of a complete well-being

"Although our bodies detoxify naturally every day most of us lead busy lives that
make it impossible for our bodies to eliminate these toxins completely, which leads
to a build-up in our systems."
(http://www.mirrorreaderoffers.co.uk)
Therefore the most important factors for a complete well-being are not only healthy
and steady weight or solid relationships, but most importantly the rejection of
tobacco, sparing of alcohol, managing stress and having a high knowledge level.
Once one has fulfilled all of the points mentioned above, one will feel at ease,
relaxed and out of worries, making it possible for a person to have a piece of mind.

2.3.1 Accommodation
The accommodation of a Spa and wellness facility plays a very important role. The
wellness hotels have to be located in a very heartwarming relaxing area, away from
all the traffic, noise, pollution etc., where the guests have to be able to feel at ease
and get their desired treatment in a dimmed room with a relaxing atmosphere and
warm colors.
For the guests it is also important to have a good choice of nutrition. The hotel has
to offer light, healthy food, which also tastes excellent.
They have to have a stunning, breathtaking view from their room, where they can
watch and observe the scenery while having a glass of wine on the balcony.
Of course facilities such as, swimming pools, whirlpools, sports club, fitness center,
sauna, steam room, beauty salon, hairdresser, health center, bar and nightclub have
to be put at the customers disposal as well.
But of course wellness is not enough. The main relaxation of a guest to fulfill his or
her stay is, hospitality, comfort, a homey ambiance, personal care and many more
comforting factors which are food for the soul.

2.4 Massage Therapy

Massage therapy is seen as the oldest methods of healing, nearly 4000 years old. It
is often referred to the use of many techniques to the muscular structure and soft
tissues of the body. These therapies are usually done by using the hand, but other
body parts such as elbows, forearms, or feet can be put into action as well. One
applies fix or movable pressure, rocking, vibration, holding, kneading and
compression. These massage therapies are a positive influence to the overall health
and well-being of the person.
Therapies are for example Acupressure (using fingers or even toes to press key
points on the surface of the skin to stimulate the body's natural ability to heal itself)
and Acupuncture (stimulates key points of the body by inserting needles)

2.4.1 Benefits of Massage therapy

There are many beneficial aspects of a massage therapy to a human body. For
example it relaxes the whole body, by relieving tired and aching muscles, at the
same time it also loosens tight muscles, and it also increases flexibility and range of
motion and diminishes chronic pain. Additionally it calms the nervous system, lowers
blood pressure and heart rate. Moreover it enhances skin tone and assists in
recovery from injuries and illness and strengthens the immune system. Furthermore
this kind of therapy can reduce tension headaches and mental stress as well as
improve concentration, promote restful sleep and lastly aid in mental relaxation.
They can relieve muscle tension and pain in people who suffer from chronic back
pain, or who have had an injury from sports or a car accident.
"Mental Benefits of Massage Therapy

Fosters peace of mind

Promotes a relaxed state of mental alertness
Helps relieve mental stress
Improves ability to monitor stress signals and respond appropriately
Enhances capacity for calm thinking and creativity
Emotional Benefits
Satisfies needs for caring nurturing touch
Fosters a feeling of well-being
Reduces levels of anxiety
Creates body awareness
Increases awareness of mind-body connection"

(http://www.holisticonline.com/Massage/mas_benefits.htm)

2.5 Spas for men

According to the International Spa Association men are going to Spas more often,
not just to get a sports massage and manicures, but also trying out new things, like
cocoa butter rubdowns, body wraps etc.
Men look for treatments that relieve shaving irritation or something that soothes the
skin from dry weather conditions.
They want to be given the impression that they do not have to be in the same room
as a bunch women getting their nails done etc. so they look for a Spa that offers
private rooms and other facilities like hot tubs and waiting rooms.
Nowadays there are even Men only Spas like in New York City, the Nickel Spa for
Men or in Washington D.C, Grooming Lounge and the Absolute Spa at the Fairmont
Hotel in Vancouver.
More over, according to a Malaysian Newspaper The Sun (28/09/2009), nowadays
there is even extra nail polish only for men, referred to as "male polish", which is
supposedly to be the next big thing. "Often used for filling and strengthening nails,
there are also first product lines such as the one by hip Berlin label Uslu Airlines that
focus on aesthetics." These nail polishes for men are ranging from RM 14 - RM 105
each.
"Knowing that men's skin requires specific care, Nugeno Men has introduced an
ultimate skincare range formulated especially for the modern men on-the-go. As
healthy skin is the most important element of a great looking face, skincare solution
is made easy to achieve and critical that one can do it at home on a daily fuss-free
basis" (http://www.sun2surf.com/section.cfm?id=24)

2.6 Body Treatments

Body treatments are basically a "facial" for the whole body. It is just as important to
wash and hydrate the skin on the body, as it is the skin of the face.
Various Spa centers provide a wide variety of essential oils or scrub materials, such
as orange blossom, peppermint salt glow, cucumber salt glow and many more.
After the body scrub, one might want to make an additional body mask, which
involves an application of mud, algae or seaweed over the entire body and
afterwards wrapped in a thermal blanket, which is a treatment that stimulates the
metabolic system, immediately fastening to carry away waste products.
"Another famous treatment is the so called "body wrap" , which originally was a
treatment where bandages or plastic wraps was tightly wrapped around the body in
order to induce weight loss through a process called vasodilatation."
(http://www.populararticles.com/category160.html)
. Now it is seen as a treatment used to treat or prevent cellulite. Afterwards the body
wrap usually ends with an application of lotion. This treatment is also called a "body
cocoon" or "body mask"

2.6.1 Benefits and threats of Body Treatments

The benefits of a body wrap is to get rid off the body toxins through metabolic
stimulation and softening the skin as well afterwards, by applying Shea butter and
rich lotions which are hydrating treatments.
On the other hand, there are different threats when it comes to a body scrub, for
example one should not expect a body wrap to be a massage. You can get both
treatments. Another common threat would be, that if a person has claustrophobia,
body scrub, wrap or mask, may not be the right treatment.
Furthermore one might be left alone during the treatment, so if there is uncomforting
feeling due to that, then one should ask before booking the service.
Yet, although there are some threats, there are also various positive aspects when
looking at a body treatment. They are proven effective and safe for use in increasing
blood circulation, improving appearance of skin, hair, and nails, as well as
supporting the immune system functions, furthermore enhancing removal of toxins
and waste products, also increasing the healing rate of soft tissue and finally
helping relieve of discomfort and pain.
"Stress reduction and relief, soothing sore joints and muscles, and simply feeling
better about oneself."
(http://www.webmd.com/skin-problems-and-treatments/features/spas-the-risks-and-
benefits)

2.7 Risks of Spas

According to Elizabeth Heubeck, while spas promise to restore, refresh, and renew -
and some offer even more explicit health claims - they generally don't warn you of
the potential risks involved, which do exist.
Certain spa treatments can worsen chronic and acute health conditions. All spas can
establish risks to the general public, especially when operated in a state of
uncleanliness.
One can never tell how clean a spa's water or supply is. But one can try to minimize
the risk of becoming infected by contaminated water or supplies.
(http://www.webmd.com/skin-beauty/guide/risks-of-spa-treatments)
Poor water quality can transform into a breeding ground for microbes or germs,
which could lead to skin boils from a chain of unhygienic whirlpool footbaths, which
are used as part of a pedicure treatment.
" A report released by the CDC in 2004 showed that more than half of all public hot
tub spas in the US violate public health safety standards. Of the 5,000 spas
inspected, 57% breached at least one safety violation. Poor water quality was the
most common violation. "
(http://www.littlespeck.com/content/health/CTrendsHealth-051218.htm)

Some people find it extremely relaxing to sit in a sauna, a wooden room infused with
dry heat that supposedly eliminates toxins as it opens pores and promotes sweating.
But if you have the flu, the cold, a respiratory infection, or an asthma flare-up, you
should not be sitting in the sauna.

2.7.1 What can you do to reduce your risk of infection at

spas?
One has to lurk around the spa area before getting some kind of treatment as well
as observe the spa for general cleanliness and also listen to the people who have
been there before (word of mouth).
It is recommended to bring the own equipment to avoid the threat of contamination,
when asking for special treatments.
One should also be very careful if there are any open cuts or wounds one the body,
one should cancel the appointment until they have healed, because any open area
of the skin can stimulate infection.
But knowing the risks that pertain to you and carefully judging the cleanliness of a
spa before making an appointment, it can take a long time to ensure ones safety
and satisfaction.
" If one is not sure about a certain treatment, which might affect ones wellbeing, then
one should consult a doctor first."
(http://www.littlespeck.com/content/health/CTrendsHealth-051218.htm)

2.8 How the West is influenced by Asia

The interior designs of the western modernity are the influences of the Asian culture,
an example of that would be the colour pink, which plays a big role in it.
The best example for this is the "Yi Spa in Berlin". Since 2006 the modern Spa with
an Asian flare seduces its customers in absolute relaxation. On 130 square meters
diverse far eastern healing methods are applied. The team is led by three Thai
women with the motto of "We know the way to 7th heaven". Asian massage arts like
baths, packages, and peelings and so on are provided with natural products,
relaxing music, small snacks and exotic drinks for long lasting stress reduction.
The hectic big city jungle immediately recedes after entering a wellness oasis. Slate,
stone and dark wood in combination with magenta lures one to let him or her be
spoiled from head to toe by such a peaceful atmosphere.
The western people who have been to Asian countries are inspired by the beautiful
surroundings and therefore remember or look forward to their relaxing, enchanting
and far eastern vacation experience.
One Problem that is faced is that there are various Chinese herbal pharmacies in
the West, which is living proof of the crossover between east and west. These
pharmacies are usually run by western biologists and supply mostly to non-Asians,
where they get Chinese medical diagnosis and are prescribed herbal prescriptions,
which they bring to their house and make up into a tea.
The only problem is that very often there is a language and cultural difficulty, which
prevents customers from coming into such kind of shops.
There are differences as well as similarities of the philosophies between Eastern
and Western medical models. The biggest difference in philosophy between them is
how each sees the body. Western medicine looks upon the body as being very
mechanistic. In former times the beginning of the scientific study of the body through
autopsy and the scientific method states that the man's physical body is separate
from his soul.
"Traditional Chinese Medicine dates back to nearly 5000 years. It views the body as
an ecosystem, a garden within a garden. Their philosophy comes from Taoist
teachings and is one of integration and balance. They believe in a life force called
Qi, which flows through the body giving life energy. When the flow of Qi is disrupted
the body becomes out of balance.
A diagnosis in Traditional Medicine differs from the Western medicine. The western
people go to a doctor and complain about certain illnesses or pains. Afterwards a
practitioner formulates a diagnosis and treatment of the symptoms. They believe
that diseases develop from established causes, which are then treated by more or
less fixed protocols."
(http://www.uwosh.edu/eap/updates/docs/Fall%202001%20Vol.%205%202.doc)
Whereas, the Chinese relies on the three basic methods of diagnosis, namely:

Tounge
Pulse.
Patterns

2.9 Trends - Why do people go to visit Spas?

The trend to wellness is the product of various overall social trends.

More and more people have the opportunity nowadays of decision-making- which
was unthinkable in former times, where they were forced to follow certain political,
economical or social statuses. A few examples of the changes are the age of getting
married is increasing, and the education nowadays takes longer and a lifetime of
learning is postulated.

They also feel that they are responsible for their own health and therefore are ready
to change their lifestyle for it. They would like to stay in shape and also at the same
time away from any possible diseases. It has been proven that people with high
blood pressure, blood sugar or cholesterol have a higher chance of getting ill.
Therefore more and more people have the necessity to improve these risk factors by
having a wide interest in exercise and nutrition.
Exercise and nutrition is also part of getting old. Wide ranges of older people want to
have a longer life and therefore there is a connection between the increasing life
expectancy and the wellness trend. Here in particular we find a high interest in
healthy nutrition, relaxation- and concentration techniques and also food
supplements (Vitamins, trace elements etc.)
Women have more and more influence in social development. The increasing
educational level and the growing participation of women in the workforce lead to
their having a higher salary and higher influence in politics and economy. In Austria
respectively Germany, women bring as much money home as men.
Women are the one that show more interest in these matters. Fitness and health
magazines are mostly read by women, it is more likely for them to change their
lifestyle to a healthier one.
However Wellness is not only a trend for women. A lot of men are starting to take
more interest in it as well and will - in some degree- grow stronger in the future.
Spiritual tourism adds to this education of people seeking for a meaning while on
vacation. The increasing individualism of our society and the loss of common
traditions have combined to expand the need to find something deeper and more
meaningful.
Bookstores have a lot of literature about self-healing, Buddhism or esoteric subjects.
That is why more and more people are also starting to use their holidays to look for
a new kind of inner peace.
Spiritual tourism has become one of the fastest growing segments in the travel
industry worldwide; even it might be one of the oldest forms of tourism. Examples for
this are Muslims traveling to Mecca, or Sikhs visiting the Golden Temple and
Christians and Jews visiting the Holy Land.

2.9.1 Top Spa Trends

One trend is the Healthy Sleep at the Spa. With sleep comes exercise, nutrition
and stress management. Hotels and resorts will put greater importance on creating
ideal sleep environments, by minimal light and sound, aromatherapy, and ultra-
relaxing spa treatments.

Also Detox at the Spa became a trend. As culture continues to discover more
"toxins" - such as stress, environmental pollution etc, Spas look for more people to
turn to spas for a range of detox solutions, which usually includes relaxation, all-
organic diets, sweating, exercise, steams and saunas.
The next trend is Spa Retreats at Resort Spas. For years destination spas have
offered "specialty weeks" in yoga, sexual health, or medical concerns such as
quitting smoking. Now resorts and hotels are getting into the retreat business,
adding specialty programs or special accommodations that appeal to their past
guests.
Another trend is Medical Tourism. Western people are travelling to global
destinations, often in beautiful, culturally rich Asian countries like Bangkok, South
Africa and India, where treatments are more affordable than in their own country.
One more trend is Beauty Inside-Out and Outside-In. The spa industry will show with
new technologies and programs that beauty is much more than skin deep.
Consumers will become more aware of anti-aging foods, which in this case are
berries, dark green leafy vegetables, salmon, and nuts -as well skincare products.
Also Green Spa has become a trend. Consumers are looking for a spa that does
more than just recycle and offer organic food. Both spas and spa consumers are
getting serious about terms like "natural," "organic," "holistic," "green," "eco-friendly,"
and "sustainable."
More Americans travel out of their country for alternative (or lower priced) medical
and aesthetic treatments. People that go to Spas decide on more mind/body/spirit
experiences, including, energy work, meditation - and rest and sleep, aided by
luxurious bedding and blackout shades.
Nevertheless, a lot of couples will want to go for "spa honeymoon" and a romantic
spa vacation to experience traditional travel in favor of a bonding sanctuary-style
spa experience.
More people who visit the Spas are inspired by the decoration during they stay.
Usually the bathroom is one of the main focus of home-spa design, with hydro-
therapeutic showers, bathtubs, glass or marble tiling's. They are not only enchanted
by the decoration, but also by the furnishing and accessories to lighting and
ambience.
A lot of European travelers go to certain destinations and resort spas to try and quit
smoking, recover from grief, achieve spiritual awareness, or improve sexual health.
Usually men come for physical therapy and pain reduction treatments and
incidentally discover that spa-grooming treatments have a positive impact on their
business and personal life as well, which enhances them to visit spas more often
even after they have completed their program.
Spa cuisine has become very popular in homes and even work places. People will
look into a spa cookbook, or visit a spa cooking class, or ask spa chefs for healthy
recipe ideas. Spas nowadays also offer a great range of diet options to meet each
guest's needs, does not matter being for example a vegan, vegetarian, low
carbohydrate, low fat, high protein, high cholesterol etc.
Eco spas will boom, giving visitors a peaceful, 'green' spa experience. These
environmentally-friendly destinations believe that personal health begins with global
health -- a belief that all organic ingredients are used to create the spa products, for
example they wash dishes with vinegar instead of soap.
Also nowadays there are more online bookings than ever which enable online
travelers to book unforgettable spa vacations and treatments as part of their travel
packages. These possible online spa bookings will enhance spa expansion.

2.9.2 Opportunities
Another opportunity could be, that nowadays, International hotel chains have the
possibility to participate in cooperative marketing activities and that almost all major
hotels have a spa and wellness area, because travellers and tourists are very
concerned about their health. Due to that they want to experience various health
therapies and health therapists to live a longer healthier life.
Due to Spa destinations not being far away from the main city, is also a very positive
point as well as various springs being very well positioned to the central part of the
destination for the customers to be able to experience an authentic, holistic, natural
and unforgettable experience, with the usage of local and native or even home-
grown products in treatments.
Spa and wellness is a key product strength worldwide, it is also very easy for people
nowadays to get information on various spas or treatments, because they are not
only printed, but also made available online on the internet, where they can exactly
see which spa or treatments they are in need of or even which spa can provide both
natural springs and geothermal waters.

2.9.3 Challenges:
Some challenges that might be faced, would be, that there will ne new product as
well as new service development needed.
Keeping purity and sustainability of water sources will be a tough job to do, as well
as reaching underground geothermal sources, because they can be very costly,.
Compared to Western countries, there will be a lot of competition from Asian
destinations, because the costs for the various treatments and remedies are by far
cheaper.
Another challenge that may be faced, are the problems with the staff, such as their
lacking of skills, high staff turnover as well as the structure of the salary rate.
Keeping employee's content with their job will improve and keep a high quality
standard; therefore training the staff to be able to offer a professional and excellent
service to consumers is a main importance and challenge for Spa & Wellness
industries, especially in five star hotels.
Of course customer satisfaction does not only come with the treatments offered and
skills of the staff but also the structure of the spa itself, so planning the design and
structure and promoting further investment in a spa and wellness product and also
maintaining and enhancing the business is a very tough challenge. Furthermore an
important fact spas have to face up to, is to attract more and new customers to visit
their spas.

2.9.4 Changes of value and attitude - Age of tourists

The behavior of the old European tourists differs from that of the new tourist. The
new tourists have more experience, want to learn more things, are more
independent, more flexible, and are harder to please, due to the fact that they are
aware of quality. Quality and value are the most important things of the market
place. European tourists nowadays do not consume along linear predictable lines,
they want to feel special and therefore ask for special offers. Due to the fact that the
customers become fussy, the tourism suppliers have a harder time guaranteeing
them better quality and greater flexibility in attracting the tourists.
The new tourists go to spas mainly for stress relieving purposes and relaxation while
the old tourists use the remedies to overcome common health related problems.
A socio-demographic factor relating to this topic is the occurrence of the age of the
population, which is connected with western cultures. The aged tourists of the future
will be the wide majority in tourism and can be seen as being in better health
conditions as well as having more travel experience with a higher level of income,
which increases the frequency, and intensity of travel.
Vacation is nowadays an extension of life. New tourists go on vacation to experience
something different, things that makes them feel at ease and relaxed. They want to
go to a place where they can shut down from every-day life and problems, where
they can think in peace.
Many people are convinced that it is very important to do something for their health
during their holidays. It is proven that wellness-vacations in particular is becoming
the most favored holidays for tourists, which is not surprising, because of the
described changes in consumer values, attitude and preferences, mentioned above.

III Research Methodolgy

3.0 Method of collecting data and development of the
research instrument
3.1 Introduction
Chapter three deals with the explanation of methodology that has been used for this
research paper, which means that it elaborates the ways the researcher has used to
collect various information. The information provided helps explain the questions
that might arise from this study.
Two methods can be used for Data collection, namely: Qualitative and Quantitative
Method. This research carries out qualitative methods of collecting data.

Qualitative research:
Qualitative research is designed to reveal a target audience's range of behavior and
the perceptions that drive it with reference to specific topics or issues. It uses in-
depth studies of small groups of people to guide and support the construction of
hypotheses. The results of qualitative research are descriptive rather than predictive
(Qualitative Research Consultant Association,2009).
3.2 Collection of Data
There are also two different types of collecting data, namely, primary and secondary.

3.2.1 Primary data

The methods used for this study for collecting primary data were interviews with
three European people, who work for a five star hotel and have connection to Spa
and wellness facilities, such as the Mandara Spa at the Renaissance Hotel Kuala
Lumpur - Mr. Robert Frager, the Le Meridien Hotel Clark Hatch Gold Health Club
and Spa - Mr. Martin Standen and The Equatorial Bangi - Mr. Philipp Erne.
Researcher personally approached two respondents for a short interview, the other
person, hence the distance, was made through phone call. The interviews enabled
the interviewer to investigate motives and feelings of interviewees to ask more in-
depth questions. The interviewees were asked several questions on their
observation of western tourists, age range of consumers and their behaviors, as well
as spa trends in their hotels and the demands of various treatments. They were
done in a quiet and comfortable atmosphere, where the interviewees were able to
answer all questions clearly and straightforward without hesitation.

3.2.2 Secondary data

Secondary data was collected as well to make sure that the study stays unbias and
subjective, it will also make up for weak points and limitations of personal interviews
conducted. The researcher made use of resources such as books, journals,
newspaper articles, reviews and the internet.

3.3 Sampling data

The survey will be done in both Spas mentioned above, namely Renaissance Hotel
Kuala Lumpur and the Le Meridien Kuala Lumpur, because of the visitors with
diverse nationalities. Twenty pure random samples will be chosen to complete the
survey. This study tries to identify the perception, observation and different
understandings of the spa and wellness industry.

IV References:
1. http://www.topspahotels.com/All-About-Spa.html
2. http://www.spamagazine.com
3. http://www.alpinewellness.com/en/philosophie.shtml
4. http://www.swanwomenspa.com/facials.html
5. http://lakeakan.multiply.com/review
6. http://intqhc.oxfordjournals.org/cgi/content/full/18/suppl_1/5
7. http://uniquewellnessdestinations.com/enviromental.html
8. http://www.slideshare.net/whatidiscover/new-trends-in-health-and-wellness-
tourism-presentation

Articles:
9. http://www.sun2surf.com/section.cfm?id=24
10. http://www.sun2surf.com/article.cfm?id=38421
11. http://www.webmd.com/skin-beauty/guide/risks-of-spa-treatments
12. http://www.littlespeck.com/content/health/CTrendsHealth-051218.htm
13. (http://www.populararticles.com/category160.html)

Books:
1. Melanie K. Smith, Lszl Puczk, (2008) Health and Wellness Tourism,
Butterworth-Heinemann
2. Denney G. Rutherford, Michael J. O'Fallon, (2007) Hotel management and
operations, 4th Ed, John Wiley and Sons Australia Ltd
3. Robyn Bushell and Pauline J. Sheldon, Wellness and Tourism: Mind, Body, Spirit
, Place
4. Sophie Benge,(1999) The tropical spa: Asian secrets of health, beauty and
relaxation, Tuttle Publishing
5. Ann Gallant, (1978) Body treatments and dietetics for the beauty therapist, Nelson
Thornes, 1978
6. Charles B. Corbin, Ruth Lindsey (2007), Fitness for life, Human Kinetics, Page
279
7. Anja Behrens (2009), The Internationalization Process of Wellness Tourism
Akademische Schriftenreihe, GRIN Verlag
8. Mary Beth Braun, Stephanie J. Simonson (2007), Introduction to Massage
Therapy
LWW massage therapy & bodywork educational series, Lippincott Williams &
Wilkins
9. Joan Scott, Andrea Harrison (2006), Spa:the official guide to spa therapy at levels
2& 3, Cengage Learning EMEA

10. Leslie Wolski (2003), Spa Body Sense Series, Aurum