Today Norm Goldman, editor of Sketchandtravel & Bookpleasures interviews Susie Ellis, president of Spa Finder Inc.
Rule:
Could you tell us a little about yourself and your experience in spas, and why you became interested in them?
Susie:
I was athletic in my youth and naturally gravitated towards being as healthy as possible. After college in the mid-70s, I started working at the Golden Door Spa which, unbeknownst to me at the time, was the best spa in the country. After spending many years on the staff, I was captivated by how people’s lives were transformed after a stay of just one week in this famous place. I decided to make the spa my life’s work, and the combination of movement, good nutrition, spa therapies, and a mind / body / spirit wellness approach became a passion. And luckily for me, the spa industry, which was emerging at the time, was poised for explosive growth.
Rule:
Why have spas continued to grow and become popular in recent years?
Susie:
I see three general trends that have come together to precipitate the popularity of spas.
1. The aging baby boom. This demographic wants to maintain youth and vigor. Spas are a perfect place to achieve these goals.
2. Stress. The continual bombardment of information and connectivity is creating a need for people to have places to decompress, de-stress, slow down, and pay attention to their body, mind, and spirit.
3. A troubled health care system means that people of all ages must take more responsibility for their well-being and health.
Rule:
How do you identify top-tier romantic spas in terms of quality of treatment, fitness, relaxation, location, ambience, and staff?
Susie:
Truly, the best way to identify romantic spas is to check out the Romantic / Honeymoon Spa category at http://www.spafinder.com. There are almost 50 romantic spas on the list. Spa Finder’s mission is to connect people to their ideal spa experience, and we also feature spas in 20 other categories such as: Weight Loss Spas, Horse Riding Spas, Hiking Spas, Yoga Spas, etc.
Rule:
As a follow-up, which ones would be in the top ten on your list?
Susie:
Here are some of my favorite romantic spas in the US:
Mirbeau, New York
Chateau Elan, Georgia
Miramante Resort & Spa, California
Silverado, California
Emerson, New York
The Spa in Sundance, Utah
Hampton Retreats, New York
Mana Lani, Hawaii
Sanctuary on Camelback Mountain, Arizona
Westglow, North Carolina
Outside the US:
Brenner’s Park, Baden Baden, Germany
CuisinArt Resort & Spa, Anguilla
El Santuario, Mexico
Samas, Park Kenmare Hotel, Ireland
Echo Valley Ranch Resort, Canada
Rule:
What are the benefits of honeymoon spa treatments and romantic getaways for couples looking to de-stress?
Susie:
There are many ways to de-stress, and spas specialize in this. Exercise is an excellent stress reliever. Bathing in hot water is a de-stressor. For many, massages are the ultimate stress buster. In spas, people often leave their outside world behind, slow down, and their bodies relax more. A spa has attentive staff and there is delicious food that does not intoxicate, but rather invigorates. I think what spas do is help us get back to who we really are and connecting on that level is always romantic.
Rule:
What spa treatments are especially recommended for those new to the spa experience?
Susie:
I think a good starting point for a newcomer is with a Swedish massage and facial. These are still the most favorite spa treatments because people love them. Although there are many wonderful treatments on most spa menus, such as hot stone massages, Ayruvedic treatments, or even scrubs and body wraps, I would not recommend them for the first time at the spa.
For a first-time romantic experience, I would suggest choosing a “couples massage” where you are both in the same room for your treatment. Sometimes this can include a bathing ritual for the two of you together before or after … very romantic!
And lastly, if a spa has a “signature treatment,” that might also be a good place to start for the first time. Often this is an experience with more than one item, such as a scrub and massage, or a ritual and foot massage, etc.
And I suggest that someone inform the receptionist that this is their first spa experience so that the assistant and therapist can be a little more detailed in explaining the procedures and protocol.
Rule:
What is meant by “destination spas” and how does it differentiate them from other spas, as well as from each other?
Susie:
That’s a great question and I’m glad you asked it. In the world of spas we segment them into several categories. The most general categories are resort / hotel spas, day spa, and destination spa. The hotel resort / spa is part of a hotel or resort where there are also activities such as golf, tennis, good food, etc. The spa is one of the amenities. A day spa is a place where people go to enjoy a spa experience but don’t stay overnight; This can be for one spa treatment or for several or even for an entire day. Then there is the destination spa. Think of them as places to spend the night with programs that make for a total immersion spa experience. In other words, everyone is there for the spa experience. Canyon Ranch Health Resorts and Golden Door are good examples of a destination spa. La Costa or The Doral are examples of resort / hotel spas and Elizabeth Arden’s Bliss or Red Door are examples of day spas.
Rule:
Can you tell us something about new developments and trends in the spa industry, particularly in regards to those couples seeking romantic getaways alongside spa treatments?
Susie:
We are seeing a variety of trends in the spa industry. I will share with you the 10 trends that we predicted in January of this year:
Medical spas (medicine and spas that come together)
People mixing businesses and spas.
The arrival of the “destination day spa”
More affordable and more inclusive spas
International treatments and unique and welcoming international spas
Spa cooking is going mainstream
Travelers who decide where to go and stay based on the spa
Pets are welcome in a spa
More men go
More families, including teens and tweens
Of these, I think one of the interesting trends for couples is that more men are going to spas. This means that it is becoming easier for a woman to get her man to accompany her to a romantic spa. More and more, they already want to go!
Rule:
I have come across the term “quality assured” spa, what does it imply and why should we believe in spa when it has this designation?
Susie:
To be honest, I am not aware of such a large-scale designation. There are over 10,000 spas in the US, and no one has been to all of them or been able to rate them in terms of quality. There is no easy way to determine a spa’s level of service. In fact, sometimes the quality comes down more to an individual therapist than to a facility.
That said, there are a few ways for the consumer to have more information that could help them make an informed decision. There is an association called the International Spa Association (ISPA) that has a “voluntary standards and practices designation” that spas can apply for if they wish. This could be of some help. But even here, many spas don’t know about this, so I wouldn’t necessarily rule out selecting a spa if they don’t have this designation.
It is also helpful to see what awards a spa has won. For example, the Spa Finder Readers’ Choice Awards list the top 10 spas in nearly 20 categories. Since this award is voted on by readers, it is a good indication of quality.
Of course, word of mouth is always a good way to learn about a spa.
Rule:
Could you give our readers some tips on tips?
Susie:
Tipping policies differ between spas, but it is generally customary to tip between 15% and 20% for the therapist or technician providing your service. In some cases, the tip is already added to the final bill, and in some very rare cases, the tip is discouraged. Most spas have their tip policy printed on their brochure. I often ask, “What is your tipping policy?” when I get to the spa and check in. That usually clears things up right away!
Rule:
I’ve read that the destination spa concept is evolving as some brands expand their product through other outlets. Could you give us some examples and explain why this happens?
Susie:
we are seeing the extension of the brand to destination spas like Canyon Ranch and The Golden Door. Canyon Ranch Health Resort started out as a destination spa in Tucson, Arizona in the late 1970s. They then opened in Lenox, MA and then opened their first Spa Club in Las Vegas. They are now the spa at QM2 and are part of a retirement condo spa facility being built in Miami. They have also added a Canyon Ranch product line and I hear more is on the way.
The Golden Door branched out from its origins as America’s premier destination spa … now there are Golden Door spas in resorts in Arizona, Colorado, and Puerto Rico. There is a Golden Door product line.
But I’m also seeing another type of brand expansion; that is, product companies that open “retail spas.” Jurlique, Givenchy, and to some extent Elizabeth Arden’s Red Door could come to mind as a spa that is spread out from a product. And there are day spas that have become as well known for their products as their spas, like Bliss and Nichel.
Rule:
What should we expect in the future of spas?
Susie:
I think the marriage of medicine and spas is a very exciting event. We are now looking at prevention / wellness medical spas, as well as aesthetic / cosmetic ones. The joint work of doctors and spa therapists is resulting in a very enriching and comfortable medical environment with the best possible results. Additionally, the entire field of complementary and alternative medicine (CAM) is finding a home in the medical spa environment. Consumers are increasingly interested in being proactive when it comes to their health and well-being. (They increasingly need to take responsibility for their own health.)
I believe that spas will eventually become a very important part of the solution to health problems in the world.
Thank you Susie for answering my questions.
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