Mental wellbeing is a priority for spa-goers. How can hotels capitalize?

Mental wellbeing is a priority for spa goers according to the most recent ISPA Consumer Snapshot Report. Here’s how to make the most of this development.

As the prioritization of mental wellbeing gains prominence among spa-goers, spas have a unique opportunity to capitalize on this trend. A substantial 78% of spa-goers believe that investing in treatments improves their health and mental wellbeing. The commitment to mental health is evident, with 96% of spa-goers having taken proactive steps in the past 12 months, including 24% utilizing apps dedicated to managing mental wellbeing. Notably, 60% of spa-goers specifically seek spa experiences as a means to reduce stress. Understanding and tailoring offerings to align with these priorities can position spas as essential contributors to holistic health, meeting the evolving needs of spa-goers in their pursuit of mental and physical wellbeing. ISPA’s July-August Pulse magazine in reference to the 2024 ISPA Consumer Snapshot Report

Make the most of the growing interest in mental wellbeing

To capitalize on the growing prioritization of mental wellbeing among spa-goers, hotels, resorts, and spas can adopt a multi-faceted approach. Some potential strategies are obvious. These include designing holistic wellness treatments that address both physical and mental health, which many spas are already doing. Offering treatments that include aromatherapy, sound therapy, or other sensory experiences that promote deep relaxation can meet the specific demand for stress reduction. Mental and emotional wellbeing workshops are also popular at wellness focused hotels and resorts, and luxury properties around the world, as are personalized consultations. With 78% of spa-goers believing that spa treatments improve health and mental wellbeing, spas can enhance this perception by offering personalized mental and physical wellness consultations before treatments, then tailoring services to individual needs, fostering a deeper connection and long-term relationships.

More ideas for incorporating mental wellness into your spa and hotel ancillary revenue offerings include:

1. Tailored wellness packages: Create specialized packages focused on mental relaxation and emotional balance. These can include mindfulness and meditation sessions, alongside traditional spa treatments known for their calming effects, like massage and aromatherapy. Outside the spa at a hotel or resort, this would include activities, like nature hikes, yoga classes, and meditation sessions.

2. Integration of mental wellness technologies: With 24% of spa-goers using apps to manage mental wellbeing, spas can partner with a mental health or wellness app company, or develop their own app. Offering guests access to these apps during and after their visit can enhance the overall wellness journey while also creating a continued connection with the spa, fostering loyalty.

3. Mindfulness and meditation lounges: Create dedicated spaces in the spa or hotel for quiet reflection and mindfulness. These lounges can offer guided meditation sessions, calming soundscapes, or even virtual reality experiences focused on stress reduction and relaxation.

4. Sleep enhancement programs: Offer sleep-focused treatments and amenities, such as sleep-inducing massages, aromatherapy with calming essential oils, and access to sleep kits (including items like weighted blankets or sleep masks). Providing in-room sleep aids like sound machines or pillow menus can appeal to stressed travelers and guests prioritizing mental wellness through improved sleep quality.

5. Pop-up wellness events: Host temporary wellness-focused events that bring mental wellbeing to guests in a fun, engaging way, like guided group breathing exercises by the pool, pop-up mindfulness or meditation sessions in common areas, mental health-themed art installations. These experiences don’t necessarily require the full wellness infrastructure but still resonate with guests looking to unwind and improve their mental wellbeing.

Since mental wellbeing is a priority, align marketing strategies with the evolving interests of spa-goers

To align marketing strategies with the evolving priorities of spa-goers, highlight the mental health benefits of services and create messaging that underscores the hotel or spa’s role in supporting holistic wellness. Social media and newsletters can also provide mental health tips and offer insights into stress management techniques.

The mental health benefits of spa and wellness

For example, a recent large-scale meta-analysis of studies exploring touch interventions and their effects on physical and mental wellbeing highlights the benefits of massage therapy. The researchers combined findings from various studies to examine how touch impacts health, with a focus on the benefits for individuals with mental or physical health issues.

The analysis found that consensual touch, such as massage, is correlated with significant decreases in anxiety, depression, stress, and pain. Touch interventions, including massage, may be particularly beneficial for individuals with mental or physical health challenges.

More research finding from different studies include the following:

Massage reduces anxiety associated with pain and illness

• Massage therapy is correlated with reduced anxiety associated with cancer, chronic pain and psychiatric disorders;
• reduced anxiety before and after surgery;
• decreased symptoms of depression for individuals with HIV;
• significant reductions in anxiety, worry, depression and physical pain in nurses and military veterans;
• significant decreases in cortisol levels;
• increases in serotonin and dopamine, both of which contribute to feelings of happiness and wellbeing, and;
• increased oxytocin levels.

Sauna therapy

• Sauna bathing is linked to reduced risk of depression, fatigue, and psychotic disorders;
• reduced risk of dementia in men;
• improved mood lasting for weeks after treatment in patients with major depressive disorder.

Thermal bathing

• Thermal bathing is associated with lower levels of stress and fatigue reduction in comparison with music therapy;
• reduced levels of salivary stress markers, cortisol and chromogranin;
• better outcomes for fatigue, stress, and pain;
• improvements in anxiety, depression, sleep quality, and stress.

Spa Executive is published by Book4Time, the leader in guest management, revenue and mobile solutions for the most exclusive spas, hotels, and resorts around the globe. Learn more at book4time.com.

About Book4Time

Book4Time is the leading cloud-based spa and ancillary revenue management software for the world's top hotels and resorts, used by more Forbes 5-Star resorts than any other vendor. Book4Time manages the end-to-end guest experience for hotels, resorts and clubs in over 100 countries worldwide and is the preferred solution for some of the world's largest and most prestigious hospitality brands including Marriott, Accor, Hilton, Hyatt and Four Seasons.

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