NOT so long ago the only people who would consider visiting a health farm were either slightly neurotic or in need of some form of medical treatment.
Such establishments were considered to be half-way houses between hospitals and hotels, where guests paid a lot of money to be given very little food and a punishing exercise regime.
But over the past decade or so, health farms have transformed themselves into spa resorts where the emphasis is more on rest and relaxation than health and fitness.
Such a transformation has made these establishments fashionable alternatives to country house hotels. In fact, the two are very similar except that, in addition to providing luxury accommodation, spa resorts also offer leisure facilities and a full range of treatments from facials to physiotherapy.
Some such as Champneys in Hertfordshire, will also offer professional consultations and personal fitness programmes but there is no pressure for clients to conform.
The cuisine at spa resorts is often as good, if much healthier, than upmarket hotels but guests are encouraged to dress down for meals to create a more relaxed atmosphere.
Tour operators are featuring more dedicated spa resorts in their short-break brochures, and more luxury hotels are trying to compete by adding spa facilities of their own, further blurring the distinction between the two.
Crystal Holidays product director Simon Box said: “Spa holidays are becoming increasingly popular and we are seeing a growth in demand for both types of property.” Crystal has a double-page spread on spa resorts in its Premier Britain brochure and lists hotels which offer spa facilities.
Box said that spas, which at one time mostly attracted women of a certain age group, are now appealing to a wider clientele. Stag and hen parties are becoming very popular, although some operators insist on vetting bookings from groups of men.
“The percentage of men visiting spas is increasing and we are also getting a lot of bookings from couples,” said Box.
Spas are a potential bookings gold mine for agents as they usually cost more than luxury hotels and all meals and some treatments are included in the price. Some properties allow clients to pre-book extra treatments and beauty packages, giving agents the opportunity to earn even more commission.
Sunvil UK, which features hotels with spa facilities in its Discovering Historical and Cultural Britain programme, said they are also popular with companies looking for alternative corporate entertainment.
Sunvil UK director Lloyd Boutcher said: “Agents planning a weekend at a spa hotel for a group need to find out exactly what the clients are looking for.
“Hotels have different facilities so agents should check what the clients want and find a property that suits them.”
While use of leisure facilities at spa resorts is almost always included in the price, most treatments will cost extra.
Crystal’s Box said: “Agents need to check for their clients exactly what treatments are included in the price because additional ones can be quite costly.”