Is Your Spa Design Prepared for an Ageing Demographic Shift?
By Cary Collier, Doug Chambers and Kim Collier
As global spa designers, we must occupy two places at once: the present and the future.
Recently Katie Barnes of Spa Business Magazine wrote an article entitled “ Ageing Consumers.” This is an excellent read about the importance of spa design, treatment, service and products that are age-friendly to the 450 million and growing population of baby boomers.
According to Ms. Barnes:
The sheer number of baby boomers makes them one of the most influential generations in the world. Born between 1946 and 1964, these 51- to 69-year-olds represent some 450 million people worldwide according to the AgeLab research organisation at MIT university, USA… The question is: Are spas really ready for this demographic shift?
As global spa designers, we must occupy two places at once: the present and the future. While we design original spa concepts based on the existing site restrictions, current trends and known guest demographics, we also strive to introduce design and programming flexibility in anticipation of the spa’s future use of the space, evolving trends and shifting client demographics.
Each Blu Spa project is given serious thought and consideration to our clientele’s customers, especially those clients operating spas in locations with distinct cultural characteristics or who serve diverse age demographics. Some of the careful considerations addressing age diversity include design features from lighting and sound, to non-slip flooring, color palette and accessibility of restrooms.
Hydro & Thermal Spas
Increasingly Blu Spas is recommending incorporating a variety of hydro and thermal experiences into our projects. These experiences offer strong therapeutic benefits, can infuse an opportunity for more social, shared experiences and have programming flexibility. Just as importantly, these features appeal to a broad demographic range.
We anticipate an increased focus on meeting the needs of baby boomers while also appealing to millennials. Perhaps more so than prior generations, baby boomers are resistant to being categorized as becoming elderly or similar suggestions of frailty, so more subtle, discreet design and programming accommodations emphasizing vitality and wellness will be key to tapping into the opportunities presented by this enormous market.
Seven “Be’s” of Spa Planning
1. Be Bright: be aware of lighting up areas where reading is required ( menu of services, signage, personal lighting for lounge areas), and use CFL and LED technology, saving resources.
2. Be Easy: simplicity is key, with a focus on slowing down and deep healing ( treatments to be integrated with breathing, stretching, massage, yoga, and acupuncture, all in one peaceful session, with well-qualified staff).
3. Be Clean: in addition to typical hygiene, infuse areas with plants to scrub the air and inject more oxygen from photosynthesis and, of course, use low VOC paints, antimicrobial finishes and non-slip surfaces.
4. Be Clear: the path of travel should be clear, and easy, with few inclines, no steps and obvious along the journey inside and around the spa.
5. Be Balanced: design movement programming to begin at the feet, not only to enhance balance but also to remind guests to take care of their feet and posture and to guide them in getting “earthed” from the ground up, becoming present and renewed.
6. Be Real: it’s important that the staff working with baby boomers are sincere, compassionate, patient and kind, as well as very qualified practitioners and professionals.
7. Be The Change: the spas of the future should be places of inspiration, where health, wellness and personal growth merge and thrive.
So, are spas ready for this demographic shift?
The answer can be yes, especially if spas act decisively and embrace the collective wisdom of 450 million “baby boomers” worldwide and their ability to empower and influence future generations and the Global Spa Evolution.
This was very informative as I had no idea the baby boomers are in that much abundance, I believe Eco friendly longevity type treatments in the spa will be key for this generation and the spa industry.
Thank you Susie, and we at Blu Spas were also surprised by the booming population of baby boomers!
Certainly agree with your statement “eco friendly longevity type treatments” are key. Thanks again, wish you well Susie. ~ Kim Collier