Gone are the days where a simple spa treatment was enough to entice travelers to stay at a hotel or resort. The wellness industry is undergoing a seismic shift propelled by staggering growth projections. According to the Global Wellness Institute, the wellness industry is predicted to reach $8.5 trillion by 2027, up more than $3 trillion from its 2024 valuation, reshaping both consumer preferences and travel expectations. As wellness continues to dominate both consumerism and travel, hotel spas must seize the opportunity to redefine guest experiences and drive revenue with updated service offerings, programming, and technology. Here, discover the latest trends shaping hotel spas in 2024 and beyond, equipping your establishment to exceed guest expectations and thrive in a competitive landscape.
1. SPAS AS SOCIAL SETTINGS
People are craving community now more than ever before. In response, spas are transforming into vibrant hubs for group experiences and collective healing. Beyond couples’ massages and shared pool areas, many spas have begun offering group packages for larger parties such as company retreats, family celebrations, or group vacations. For instance, Arch Amenity’s Spa Oceana at The Don CeSar in St. Pete, FL, has a special events coordinator to assist guests in planning party or group events at the spat—a testament to the evolving role of spas as social destinations. By embracing this trend, spas not only elevate guest experiences but also foster long-lasting connections and boost revenue streams.
2. TAILORED VS. TURNKEY SPA OFFERINGS
Personalization reigns supreme in today’s wellness world, but for hotels facing resource and staffing constraints, offering truly personalized wellness experiences can be challenging. Turnkey solutions offer a compelling alternative, providing pre-curated wellness programs that are readily implemented without sacrificing guest satisfaction. A recent report from Hotel Dive on “The Wellness Travel Trends That Will Impact Hotel Amenities in 2024” highlights the growing demand for wellness beyond dedicated spa spaces. Even guests not on dedicated wellness retreats desire access to health and wellbeing options throughout their stay. Offering already-included wellness amenities not only offers an introduction to wellness and can highlight your property’s spa, it also takes the responsibility off your guest to figure out what’s right for them. By offering proven effective experiences like in-room meditation guides, sleep amenities, or wellness beverages, hotels can unlock guest loyalty and tap into the lucrative wellness travel market.
3. TRENDING PACKAGES AND PROGRAMMING
Along the lines of turnkey wellness offerings, wellness travelers are often drawn towards pre-determined packages and itineraries designed around a specific benefit. Furthering satisfying that need for connection, retreats bring together travelers to support each other with a common goal. Popular programming for hotel spas in 2024 include:
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- Biohacking: teach guests to use technology to track data about an individual’s body, which is then used to make healthier choices for prosperity and longevity.
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- Blue Zones: educate travelers on the Power 9 criteria used in Blue Zones (areas of the world with longer-than-average lifespans) including movement, purpose, eating less, increasing plant intake, community, alcohol moderation, and more. Arch Amenities is working with Miami World Center to bring to life the first Blue Zone Center, with a medically integrated wellness and longevity program.
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- Multigenerational Wellbeing: create programming that is as attainable, beneficial, and enjoyable for children and adolescents as it is for adults, especially if families can do it together, like the Miraval Berkshires’ Spring Break Week or Canyon Ranch Lenox’s Summer Camp.
4. INCLUSIVITY FOR ALL SPA GOERS
Wellness, at its core, is for everyone. Modern hotel spas are leading the charge with gender-neutral spaces and programs addressing diverse needs, like retreats addressing women’s hormonal health or a specific men’s treatment menus. But true inclusivity goes deeper. Beyond gender and the aforementioned all-ages programming, consider physical inclusivity in your spa as well. Do you offer towels or massage beds large enough for all body types? Is your spa accessible for guests with audio or visual limitations? Even offering product options for those with ingredient allergies can make a difference. Making your guests feel comfortable is key to making them return.
5. COLD PLUNGES
Searches for “cold-plunge therapy” Searches for “cold-plunge therapy” have skyrocketed in recent years—increasing by 521 percent in 2023 according to Yelp—reflecting a growing interest in this once-niche practice. On platforms like TikTok, #ColdPlunge boasts over 500 million views, highlighting its mainstream appeal. While the concept dates back centuries, modern interpretations offer varied experiences. The Arch managed-Grand Hyatt Barcelona (formerly the Hotel Sofia Barcelona) is capitalizing on the trend with an ice room in its spa circuit, available to guests before or after their spa treatments. The room utilizes temperature to shock to make the body stronger, strengthen the immune system, increase metabolism, improve blood circulation, and more. Incorporating the trend into hotel spas doesn’t have to be complicated, either. Pre-existing hot tubs can be converted into plunge pools by plumbing in the chilled water supply and return water lines from the chiller into your tub.
6. TOUCHLESS SPA TECHNOLOGY
Touchless wellness treatments and technology, born from the social distancing needs of the COVID-19 pandemic, continue to gain traction not just for safety, but also for effectiveness. Spa guests are increasingly embracing technologies like LED light therapy, Reiki, and sound healing to achieve well-being while maintaining personal space. Arch Amenities Group is embracing the trend with the introduction of Somadomes, technology enabled meditation pods, at several Arch-partnered locations. A number of Arch Amenity’s Preferred Vendor Partners offer touchless treatment options as well, including Gharieni, Aescape, and Therabody, among others. Touchless treatment options also make great add-ons to treatment menus and free up staff for additional clients, creating and boosting multiple revenue streams.
7. ATHLETIC RECOVERY FOR FITNESS FANATICS
The Global Sports Hospitality Market was last valued at $4.7 million in 2020 and is expected to reach $20.2 million in 2027, and sports tourism—people traveling to watch or participate in sporting events—is also rapidly expanding. Hotels and hotel spas are catering to the increased demographic not only by offering on-site fitness programming like pickleball, exercise classes, or in-room workouts opportunities, but rest and recovery packages at the spa. The Spa at Loews Arlington, an Arch Amenity facility in Texas, recently introduced its Zen Athlete Recover treatment, a sports massage ideal for post athletic activities and travel to improve flexibility and relaxation. At Arch’s Lupine Spa at the Viewline Resort in Snowmass Village, CO, guests can recoup from hitting the high-altitude slopes with oxygen and leg compression therapies.
8. LOCALLY INSPIRED SPA TREATMENTS AND INDIGENOUS CELEBRATIONS
Today’s travelers are craving cultural immersion, celebration, and education. Hotel spas are responding with locally inspired treatments, leveraging indigenous ingredients and regional traditions. Think Hawaiian lomilomi massages incorporating native plants, or desert botanical facials with locally sourced cactus extracts. Astral Spa at Oaklawn Racing Casino, an Arch Amenities-managed facility in Hot Springs, AK, exemplifies this with its reimagining of the city’s historic bathhouse culture, which rose to popularity in the early 1900s, in its present-day design. Cultural education alongside treatments resonates with guests, fostering respect for local heritage.
9. NON-INVASIVE COSMETIC PROCEDURES
The popularity of non-invasive cosmetic procedures stems from a variety of influences: the desire for subtle enhancements, advancements in technology reducing risks and downtime, growing societal acceptance, and a focus on preventative care and self-confidence. According to a study by Grandview Research, the global non-invasive aesthetic treatment market size is projected to expand at a compound annual growth rate (CAGR) of 15.40 percent from 2023 to 2030, up from its most recent valuation at $61.2 billion in 2022. Arch’s recently opened Privai Spa + Fitness Center at the Kimpton Epic Miami has partnered with the biostation to provide minimally invasive procedures such as Botox, PRP Microneedling, IV hydration and more. Consider adding an aesthetic nurse to your spa’s staff to offer these trending procedures like injectables, skin resurfacing, and more to attract new clientele and increase revenue.
10. POWERFUL PARTNERSHIPS
Two audiences are better than one. Partnering with a cult-followed skincare, bodycare, or fitness brand can elevate your hotel spa and introduce it to a whole new clientele. Consider choosing a few select lines to offer on your service menu and retail areas to attract fans of these brands. As a bonus, existing clients with even a basic familiarity of these lines are more likely to purchase retail for homecare. But partnerships go far beyond products as well. Partnering with the right content creators on social media can open your location to a whole new demographic. Even better, partnering with an amenities management group to streamline your development, marketing, or day-to-day operations provides you access to teams of experts and frees up time and energy to focus on the important tasks. Choose your partnerships wisely and watch your hotel spa reach unprecedented levels of success.
