Architecture and design’s influence on sustainability, the seismic generational and gender shift and Africa’s role in wellness were among topics covered at the eighth-annual Global Spa & Wellness Summit (GSWS) in Marrakech, Morocco last week.
Below are 10 shifts identified at the conference as impacting wellness strategies.
1. Architecture and design reboot
For decades, the spa industry has relied on Asian-influences to guide not only spa menus but also the look and feel of its facilities. Dutch architecture maverick Bjarke Ingels told GSWS delegates, “You not only have the ability, you have the responsibility to change the spaces we live in.” His designs promise to inspire new thinking about how to approach spa architecture and create sustainable designs that increase enjoyment.
2. Authenticity in overdrive
The seeking of local, indigenous experiences has long been a rallying cry in spa and wellness treatments, but mass urbanization and the rise of the Millennials have ratcheted up demand for “can’t get anywhere else” experiences.
3. Personalized preventative medicine
As personalized genetic testing continues to get not only more sophisticated but also more affordable, it’s possible to know what chronic diseases and conditions individuals are prone to and then prescribe not only the right treatments but also lifestyle changes that can prevent their expression.
4. Generational and gender shift to youth and women
Spa and wellness marketers need to cast a wider net by focusing more on emerging generations — Millennials and generation Z — who are different than the aging, time-rich Baby Boomers most wellness marketers have focused on to date. A massive demographic shift from male to female is also occurring.
5. Urbanization to supersede suburbanization
In 2030, 80 percent of all people will live in urban settings, and, in a world ruled by cities, inhabitants will crave nature and simplicity but also extreme fitness, beauty and wellness.
6. The loneliness epidemic
Thirty years from now, 60% percent of households will be single. Urbanization, technology and demographic shifts are driving an overarching sense of “aloneness” that spa and wellness centers will help abate.
7. Wellness tourism momentum continues
Wellness tourism has an estimated value of US$494 billion and growth of 12.5% year-on-year, according to the 2014 Global Wellness Tourism Economy Report.
8. Authentic African renaissance
Indigenous and authentic experiences will lead many travelers to countries they’ve never experienced before, and Africa will be at the heart of this wellness tourism explosion. Spa revenue in Africa is already on the rise with new data showing 186% growth from 2007 to 2013 in Sub-Saharan Africa.
9. Technology on fast-forward
According to Paul Price, a GSWS keynote speaker and retail and marketing expert, technology will embed itself even deeper, altering the way everything is done. Price also noted that new currencies will be developed, 3D printing will deliver products on demand, wearable technology will shape wellness and location-specific marketing will push offers.
10. Wellness communities make comeback
Whole communities — even whole cities — are being designed and branded with wellness at their core. Research released at GSWS showed this market is now valued at US$100 billion. Mixed-use properties have emerged as a potentially viable financial model in this sector, though one that still requires careful planning and understanding of its nuances.