It’s generally accepted that we live in an increasingly health-conscious society. New health and fitness magazines appear on an almost monthly basis, and television programmers have made it their mission to get the nation exercising. It’s hardly surprising, then, to find that public interest in spa holidays is on the increase.
Health holidays, however, are not a new idea. The Greeks and Romans were aware of the benefits of spas and, to this day, many Europeans still take their annual cure.
The UK lacks the traditional spa facilities of countries such as Hungary, Italy or France, so here the market focuses on preventative, rather than curative, therapies. Health farms such as Ragdale Hall and Forest Mere in Britain have invested heavily in new facilities to satisfy a demanding, growing clientele.
Operators are waking up to the nation’s increasing awareness, and are offering a range of alternatives to the traditional view of a break: two weeks of over exertion, lack of sleep, exposure to the sun and excess food and alcohol.
Bales Worldwide recently reintroduced Japan to its programme and is offering tailor-made itineraries incorporating onsens, Japanese hot-spring bathing resorts.
Tailor-made executive Mark Bennett said:”Spa holidays are an expanding market for us, particularly as part of independent tailor-made itineraries. We focus on combining spa stays with cultural or historical destinations.”
In the Caribbean, Sandals and Beaches are putting $32m into refurbishing two of their spa properties and confirm that more all-inclusive clients are requesting health and beauty facilities.
Specialist operator Thermalia’s managing director Miro Sajfert encourages the competition. “I think it is wonderful that operators are looking at spa holidays as a new concept and recognising a potential market. We need to raise the public’s awareness.”
He reported that business is increasing by 25%-35% a year, with strong repeat bookings. “Clients who have been to spas in Hungary or Italy want to experience a similar product type in different countries,” he explained.
Thermalia has introduced two spas in Tuscany, one in Jordan and a health resort in Wales to cater to these clients, but reports that Italy is still its strongest seller, followed by Hungary.
Rival specialist Erna Low is also unshaken by operators moving into its patch. It cites specialist knowledge and product range as its primary advantages and is expanding its range of properties across Europe for its new Spas Worldwide brochure, out in November or December.
Sales executive Amanda Moss said: “We’re getting lots of interest at the moment. People seem to be looking at short breaks – a weekend, or four to five days – often at short notice.”
This confirms Thermalia’s analysis of the market. “We’re getting a lot of bookings from 30-something, single women, who always need to get away at short notice,” said Sajfert. “They sometimes have a week or two to spare in between jobs, or they need to get out of a stressful workplace for a while and relax. That market is growing at a phenomenal rate.”