Current trend towards 360 Wellness further drives UK spa market

Bobby Griffiths General Manager UK Spa Association

The UK spa market is vastly profitable and, according to the most recent industry figures from a study by the UK Spa Association, is still growing substantially. Since the COVID-19 pandemic, 37% of spa sites surveyed had upgraded their heat and thermal areas and 22% had invested in a renovation of their facilities. A further 29% are planning a renovation within the next 12 months. If the pandemic had any positive effects, it was to focus everyone’s awareness on their health and quality of life. While some were lucky enough to find a new love or passion for fitness through lockdown, others have used a return to work to reassess their priorities, both in terms of time and money.

This has translated through to spa guests and in the way they now view spa days or spa memberships. It is now not a once a year treat, but a case of maintenance of health throughout the year. Guests are much more informed and more likely to invest in a selection of activities, which used to seem like a treat or a novelty.

For example, hot and cold therapies have become extremely popular and much more mainstream. This could be due to the benefits of them celebrated (and shared) by a number of “fitness gurus”, such as Richie Norton, The Body Coach and, of course, Wim Hof. Spa guests are now increasingly looking at integrating wellness-based classes into their spa day, with the premise that if they enjoy it they will then add this into a regular care routine once back at home.

Guests are now much more informed and more likely to invest in a selection of activities, which used to seem like a treat or a novelty

Another popular trend to emerge recently is touchless treatments. These include infrared beds or cabins and massage beds, in which you can experience a full body massage without a therapist present. UKSA Survey figures report that an astonishing 45% of the spas surveyed had invested in at least one of these types of technology to add to their spa services menu.

So, what is next for spas? And will this appetite for a 360 approach to health within spas continue?

It’s certainly looking this way. Initial signs and industry data suggest the sector’s growth is showing no sign of slowing. Many spas are now pairing up with outside specialists in areas such as nutrition, sports science, psychology and mental health, as well as offering onsite services catering to body and mind. Some sites even offer basic medical procedures such as blood tests, blood pressure checks and other medical tests. With the challenges facing our NHS this could present a further opportunity for spas to become a one stop shop for all of our health needs.

As our industry continues to evolve and grow, it is becoming clear that guests are becoming more health conscious – which is to be welcomed and celebrated.