Rethinking Wellness in Hotel Design

By Doug Chambers. Principal & Co-Founder, Blu Spas Inc I November 13, 2022 | Hotel Insider

The wellness world is at an interesting inflection point with key competing issues: labor shortage, increased demand for spa services from consumers, and recognition of disparities in access to wellness.

How best should the industry respond when each of these interests confounds the other?

A common strategy for attracting labor is to offer more competitive wages which inevitably results in higher prices for services and / or products. Higher prices exacerbate the problem of access, making wellness offerings even less affordable for many. Accommodating increased demand requires adequate staffing and we’re back to the labor shortage challenge.

Even if, at first blush, a luxury property may be less concerned about access / affordability of spa services, rationalizing that, instead of encountering objections to price points, they’re experiencing overwhelming demand, the general availability of qualified staffing remains a perennial issue for most markets.

We’re seeing some industries address this labor dilemma by turning to automation or robotics. As an example, consider Clockwork’s manicure robot which utilizes Al and 3D technology to provide a “minicure” / nail polish application in less than ten minutes and with no human labor involved in the service. Until someone perfects a massage Roomba or a sophisticated AMT (Artificial Massage Therapist), one strategy our spa design firm is recommending is an increased focus on experiential offerings which are programmed at a lower price point but require a lower staffing load when compared to traditional services.

For example, we advocate a hydro/ thermal therapy circuit, which delivers compelling wellness benefits; meets the growing interests in shared, social interactions; and lends itself to immersion in nature. Thermal circuits should include heating experiences, such as hot tubs, saunas, or steam rooms, and cooling experiences, such as cold plunges or cool showers, but there are a wide variety of options for each category. While there’s no denying that these hydro / thermal features are comparatively costly to build, only nominal staffing is required for operations.

Of course, contrast bathing is nothing new: many cultures around the world have long, rich histories of contrast bathing. Moreover, there’s growing evidence of the benefits of contrast bathing, which include boosted immunity, detoxification, reduction of inflammation, circulatory improvement, enhanced sleep, and stress reduction.

We’ve included coed contrast bathing circuits in several of our projects, and with great results. Two recent examples are at The Awana Spa at ResortsWorld Las Vegas and at Trellis Spa at The Houstonian. Each of these spas charges an access fee to guests solely wanting to use the contrast bathing zone but allows complimentary access to those booking spa treatments.

Another approach we’re increasingly recommending is creating or repurposing underutilized areas into recovery zones and/or wellness technology lounges, requiring little staffing and outfitted with tools and equipment, such as percussive therapy tools, compression equipment, or meditation loungers. Options in this category include experiential loungers and infrared therapy tables. With continuing advancements in augmented reality, including virtual reality and other immersive technologies, it’s inevitable that new wellness-centric technologies will continue to hit the market, adding to programming options for these zones.

Admittedly, some properties may be queasy about the prospect of charging their guest’s separate fees for using these “self-directed” zones. For those reluctant to charge, the inclusion of these features as part of the overall spa experience can bolster the value proposition justifying higher overall price points for their treatments. For those bold enough to be disrupters, a usage fee for these components can have a dramatic impact on their bottom line, particularly considering usage fee revenues are burdened by only a fraction of the payroll-related expenses burdening treatment revenues.

While there’s no overlooking the costs associated with incorporating these options, the ROI analysis demonstrates the attractiveness of this direction. Assuming a user fee is charged for these experiences, the dramatically lower payroll-related expenses associated with these revenues amplify their profitability.

Not only do they offer improved profitability and lower staff dependency, but these “self-directed” experiences also broaden accessibility. For example, when compared to typical spa treatments, the capture of male guests is similar to the capture of female guests. Moreover, partially due to the lower price point of user fees compared to spa treatments, more guests are likely to use the facilities and those guests are more likely to make multiple visits during their stay.

Particularly over the last year, guests are expressing a thirst for social connection and shared experiences. The contrast bathing circuit delivers a relaxed, fun, and social experience for guests. Programming can include dynamic pricing models, including preferred rates for locals during off-peak hours. By allowing a more affordable introduction to the spa and its wellness offerings, contrast bathing circuits tend to drive spa treatment bookings and overall resort spending, including food and beverage.

While the user fee model is relatively new to the US, there are many examples of the sustainability of this model in other countries. For a nearby example, Nordic spas, with access fees as their primary revenue drivers, have enjoyed growing popularity in Canada over the last several years with new locations opening and in development across the country. Not only is the user fee new to the US, the whole concept of contrast bathing is also only recently starting to snowball in popularity.

Examples of how the concept is gaining traction in the US include the sauna culture emerging among Minnesota millennials and the renewed interest in hot springs across the country. Similarly, until recently the importance of recovery and mobility was largely overlooked in terms of wellness programming in the US. Increasingly guests expect facilities to address their recovery needs and the progressive aging of our population suggests that this trend won’t fade away. 

This self-directed approach can work for properties large and small and can be adapted to most locations. Our firm has deployed this concept in an urban property (The Awana Spa at ResortsWorld Las Vegas) and in a boutique coastal property (Sunny’s Spa and Beauty Lounge at The Seabird Resort, Oceanside, California). We’ve applied the concept to a resort in Baja Mexico (Esencia Wellness Spa at Nobu Los Cabos, Mexico), a Texas resort (Loma de Vida Spa at La Cantera Resort & Spa, San Antonio), and a luxury resort on the Athens Riviera in The Mediterranean (Four Seasons Astir Palace Hotel Athens, Greece). And, we have several more currently in development.

One of the beauties of the self-directed offering concepts is how nimbly they can be adapted to suit a property. Each of the properties listed above required adaptation to meet the properties’ specific market, conditions, and location. To meet the overall scale of Sunny’s Spa, the coed thermal circuit design featured a sanarium (a hybrid variation of a traditional Finnish sauna), tiered heated bench seating, and a cooling mist experiential shower. For the more expansive Awana Spa, the coed zone design included four soaking pools of varying temperatures ranging from cold to hot, a laconium salt room, the first event sauna or Aufguss sauna in the US, and a refreshing experiential rain shower.

Where possible, and it is possible for most climates, we look for opportunities to create these hydro/thermal circuits with a combination of indoor and outdoor experiences. Not only do these outdoor features enhance the overall experience, it also meets a growing surge in demand from wellness seekers for greater connection to nature.

These can be offered as stand-alone experiences or bundled with other wellness offerings or treatments. For example, access to the recovery lounge could be coupled with an assisted stretching session. Elevated access to a hydro/thermal therapy circuit could include a detoxifying or immunity-boosting beverage, and finish with a guided meditation in an experiential lounger. Special yoga classes can close with a circuit of heat, cold, and relaxation in a hydro/thermal circuit to boost circulation, improve sleep, and reduce stress. Programming options are available to meet nearly any target market, from the weekend warrior to those seeking refuge from the stress of daily life.

We encourage properties to consider how these self-directed zones can be marketed to groups or booked for private events. As an example, a private booking in a hydro/thermal circuit would be a unique and social venue for a group, lending itself to interaction and connection, all the while delivering wellness benefits. The booking could include food and beverage offerings tailored to the specific group. Utilizing these zones helps address the challenges we often hear from operators concerning the availability of either staffing or treatment rooms in accommodating groups.

Some properties extend the operating hours for their contrast bathing circuits beyond the hours of their spa treatment hours, establishing a more social and nighttime gathering venue for guests. Through music, lighting, and perhaps limited food and beverage offerings, it’s easy to see the flexibility in adjusting the overall vibe of these spaces by time or season.

While it’s clear that the demand for wellness experiences is continuing an upward trajectory, it’s also clear that, at least for the foreseeable future, staffing will remain a challenge. Consider these lower-staffed models as alternatives to traditional spa programming. 

Doug Chambers, a principal and co-founder of Blu Spas, Inc., an award-winning spa design firm, heads business affairs and spa operational issues for Blu Spas. Additionally, he provides project management throughout all phases of project development, pre-opening, and post-opening. He has been involved in the wellness, spa, and salon industries for more than twenty years. A business and real estate lawyer by training, he has been intimately involved in all phases of spas and salons, from planning and start-up to the operation and expansion of spas, salons, and product companies. He and his business partner Cary Collier have been featured as one of the Top Innovators in the World in Hospitality Design Magazine. Mr. Chambers can be contacted at+ 1 805-218-1613 or doug@bluspasinc.com