SPA FINDER, INC GLOBAL SPA TRENDS

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1 SPA FINDER, INC GLOBAL SPA TRENDS Peachtree Rd. Atlata, GA idermed.com idermedskicaretraiig.com

2 2011 Spa Treds SpaFider, Ic 1. Agig... Ragig Baby boomers are the fastest-growig demographic i the world. I the Uited States aloe, 39 millio cosumers accout for early $2 trillio i aual spedig. This is ot lost o spas, which are showig ever-more awareess of the eeds of older spa-goers. Modelig after pioeers such as Cayo Rach, may spas are ow begiig to icorporate exercise physiologists, chiropractors, orthopedics ad aturopaths who focus o rejuveatio of joits, pai relief ad mobility. Thermal bathig is seeig a reaissace, particularly with this growig group, as the beefits of soakig are rediscovered. But woe is the spa that attempts to label this active, ad ofte affluet, demographic. The days of over 65 as a catchall category will soo become aciet history. After all, there s a huge differece betwee a 70-year-old who plays teis three times a week ad a 85-year-old seekig pai relief. Forward-thikig examples iclude: Fairmot s Willow Stream Spas; Scadiave ad Le Nordic models i Caada; ad the Hakoe Kowakie Yuessu i Japa. 2. All Eyes o Asia Asia has had a profoud impact o the spa idustry: yoga, Thai massage, ayurvedic medicie ad acupucture are staples o may spa meus, ad the ze ature of Asia desig ca be see i spas worldwide. But historically, it s bee a tale of the mass exportatio of Asia spa iflueces. Now a powerful ew story is ufoldig: The explosive growth of hotel/ spa developmet withi Asia (a market of 4.1 billio people), especially withi the two fastestgrowig world ecoomies, Chia ad Idia. These markets ad others are developig at a breakeck pace, uleashig extraordiary ew class mobility ad massive opportuities for hotel/spa developmet. Cosider just two facts: Asia-Pacific has the largest umber of spas ad hotels uder developmet of ay regio i the world, ad by 2015, Chia will have 100 millio outboud travelers, may seekig a luxury lifestyle that icludes a Westerized spa experiece. Stay tued as the ew Spa Road rus from Chia to Idia ad beyod, ad hotel/spa developers look to please both tourists seekig authetic ambiace ad idigeous treatmets ad local spa-goers lookig for Wester-style spa-goig. Keep your eye o: Starwood Hotels & Resorts, 60+ hotels i Chia ad 86 i the pipelie; Marriott Iteratioal, 89 ew hotels i Idia by 2015; Mumbai-based Taj Hotels, Resorts & Palaces, 47 luxury resorts i the pipelie. 3. Salt Rooms ad Salt Caves Healig traditios that ivolve baskig i salt caves or water may be ceturies old, but they are truly comig of age i some of the most moder spas. The beefits to ski, breathig ad rejuveatio are makig salt therapy or halotherapy oe of the hottest treds to watch i More tha folk traditio is behid the spa-salt resurgece: Cliical trials reveal it s beeficial for respiratory illesses like asthma, cosidered a global epedemic, ad ski coditios such as ace ad psoriasis. Spas are fidig stylish ew ways to recreate the atural salt cave microclimate, ifusig salt ad egative ios ito the air. Some examples have ecrusted, stalactite-dreched grottoes (comprised of tos of imported Himalaya salt crystals). With decreased eed of a therapist s ivolvemet, the treatmets are attractive to spas from a cost side. Bottom lie is that salty is 2

3 2011 Spa Treds SpaFider, Ic sweet for spas ad cosumers i the comig year. For a healthy dose of salt, see: 1,000-plus traditioal Easter Europea salt caves/spas; CastaDiva Resort (Lake Como, Italy); ad Salt Therapy Health & Welless Ceter (Otario, Caada). 4. Spa Bradwago Traditioally the provice of stadaloe spas, the idustry is movig rapidly i the directio of braded experieces. The year of 2011 will be a watershed year for frachised/braded spas, as cosumers seek the cosistecy of treatmets they kow ad love, ad major players expad ito ew markets. A stratified market offers cosumers choice, ad like the global coffee chai Starbucks, a predictable experiece wherever they travel. From the cool, urba Bliss or Exhale to the ecoluxury of Six Seses, or the lavish opulece of Madari Orietal to Madara s more affordable Chevaa brad, look to see a brad ew world of spa lies goig global. Fuelig the spa bradwago : globalizatios, stregtheig ecoomies, ad cosumer demad for the kowablity factor. Brads o the move: Baya Tree, 63 locatios; Body Miute, 221; Claris, 136; Massage Evy, 600; Red Door, 32; ad Leadig Spas, represetig 90 properties. 5. Deals Goe Wild Goe are the days whe coupos were ufashioable thigs people sipped out of the ewspaper, ad spas would t thik of usig the term deal. Well, put a e- or group i frot of coupo, ad you suddely have the Iteret maia of 2010, poised to accelerate at a eve more dizzyig pace i Olie group-buyig deals have burst oto the global scee, ad the old-fashioed deal has morphed ito a hip olie idustry. With spa ad welless deals a maistay of geeric sites like GroupO or LivigSocial, it s a sure sig that spa-goig has achieved maistream tractio. Also, with so may spa deals beig blasted ito iboxes, a extraordiary effect has bee that millios of people are ow expadig their spa horizos, tryig ew spas ad experieces they would t have without the 50%-75% off. With savvy marketers backed by hudreds of millios i veture capital, deals will certaily remai a huge deal i 2011, but SpaFider forecasts chage is o the horizo. Watch for: Cosolidatio ad a dot-deal shakeout (o the dot-com model); persoalized ad spa-specific deals from spa-specific platforms like SpaRahRah; maageable offers that do t overwhelm spas with customers; deals o the spot, thaks to mobile apps; a itese focus o retetio of the deal customer; ad eve deal fatigue. Ultimately, havig a regular spa appoitmet with a favorite therapist at a familiar spa will trump the few dollars saved i the deal frezy. 6. The Sciece of Spa Is there scietific proof that massage reduces stress? Are mudpacks ad mieral baths medically prove to alleviate pai? The aswer, i may cases, is icreasigly yes. Get ready for a ew era 3

4 2011 Spa Treds SpaFider, Ic where more questios about the effectiveess of spa therapies will be asked, as the emphasis o evidece-based medicie ad the sciece behid spa heats up. Just a few recet examples: The New York Times reported o a Cedars-Siai (Los Ageles) study revealig that a 45-miute massage resulted i a sigificat decrease i stress hormoes, while boostig immuity. Ad a America Joural of Physical Medicie & Rehabilitatio article documeted the positive effect of mudpacks ad mieral water baths. With more medical professioals embracig itegrative/alterative medicie (ad with greater awareess that the expesive traditioal health care systems are less focused o stayig healthy ad more attued to disease maagemet ), look for cliical studies to accelerate ext year. These ascet evidece-based iitiatives may ultimately prove the bedrock for future, perhaps uimagied, idustry growth. 7. Hyper-local Spas A curret tred that complemets rather tha coutervails the move toward braded spas is the desire for autheticity ad immersio i the traditios ad elemets of a spa s local eviros ad culture. A maple scrub i Caada, orgaic food from the spa garde, or facilities built of local stoe, while ot ew, were, util relatively recetly, ovelties. But spas are ow tredig with the farm-to-table movemet, offerig farm-to-massage-table treatmets. Locally sourced fruits, herbs ad hoey are grow o site, ad the dished up i both meals ad i spa treatmets. Eve the well-kow braded spas are sure to reserve a portio of their services for locally ifused treatmets, as cosumers look to take advatage of the diversity of their surroudigs. Thik: Hay Bar Spa (Cotswolds, UK); Hotel de la Paix (Siem Reap, Cambodia); ad The Farmhouse I & Spa (Califoria, U.S.). 8. Extreme Beauty: Spa Editio The commo elemet i spa beauty these days is that beauty-seekers are takig it to the max. We are far beyod Botox; stem-cell facials ad plasma therapy (yes, that s where blood is draw ad re-ijected) are ew buzzwords. But let s also look at extreme pai, which people are toleratig more ad more as log as it delivers results. Derma-rollig hurts, chemical peels ca be ucomfortable ad the zappig of lasers is o picic. Ad facials are t just for faces aymore; ow they are beig applied to every extremity, icludig booty ad vagia facials. The there are boot camps, Rolfig ad Bikram yoga, where pai meets pleasure. Eve orgaic ad atural products are beig take to the extreme, with raw food cuisie gaiig popularity durig itese detox retreats. Fially, what might be cosidered the most iterestig extreme: People seem to be able to partake i both the yi of the atural ad the yag of sciece ad ivasive cosmetic procedures at the same time. I the ed, what people demad are extreme results, ad they re happy to pay the price for it: A staggerig $679 billio aually, by far the largest share of the estimated $1.9 trillio welless market*. 4

5 2011 Spa Treds SpaFider, Ic 9. Spa, i a New York Miute I a New York miute is jargo for how thigs move faster i hectic New York City. It s also the ame of a suite of mii (15- to 30-miute) spa treatmets (desiged to be performed simultaeously by multiple therapists) at the ew Auriga Spa at The Setai Fifth Aveue (NYC). I our stressed-out, 24/7 world, we seem to be morphig ito New Yorkers. The spa idustry is respodig, helpig people spa aytime ad offerig sample ad simultaeous treatmets. Suddely, a 9 PM closig time is the ew spa orm, ad ope late ow meas midight, 2 AM or all ight. The tred is also towards earlier: For istace, most major Las Vegas spas (i.e., Cayo Rach SpaClub, Qua Baths at Caesars Palace or Hard Rock s Rock Spa) ope at 5:30 AM or 6 AM, while the Spa at Madari Orietal, Lodo, opes at 7 AM. This attracts both busiess people jump-startig their day ad revelers callig it a ight. Ad the tred toward express, sampler or mii-sized treatmets will cotiue to rise i 2011, pleasig time- ad budget-cruched cosumers. The explosio of airport spas worldwide plays ito the express tred eatly, as does the declie of elaborate rituals at may spas, to get right to the heart of the matter: the therapeutic treatmet. The quest for efficiecies is also reflected i ew directios i facility desig, with locker rooms o the declie ad eve check-i couters beig rethought. Fially, the pursuit of stress-free spa efficiecies will mea more spa-goers embracig 24/7 olie appoitmet bookig, ad mobile apps helpig them fid ad book spas o the fly. It s all about lettig spa-goers have it their way. 10. Surprisig Special Evets Icreasigly, spas are developig distictive specialty programs to draw patros seekig a uique group experiece. While destiatio spas have bee offerig yoga ad healthy cookig weeks for years, retreats ow spa everythig from a high-flyig Trapeze Experiece to a creative jewelry-makig class to the more sober ad grouded gatherig for survivors of loss. Celebrity authors ad artists may headlie these programmed stays, like the recet Die ad Dive Week i the Maldives headed up by Jacques Cousteau s so, Fabie. We expect this tred to flourish i the comig year, as spas ad resort destiatios fid creative ew ways to prove that uique is ideed spa chic for the savvy cosumer. Tredig spas: Miraval Arizoa s Sisterhood of Survivors retreat (Arizoa, U.S.), for those who have survived a loved oe s suicide; Raw Food Week at Caada s Spa Eastma; ad Solace Spa at Boye Moutai s Trapeze Experiece (Michiga, U.S.). *2010 Iteratioal Report, Spas & the Global Welless Market: Syergies & Opportuities Copyright 2010, SpaFider, Ic. Iformatio ad data extracted from this press release is to be accompaied by a statemet idetifyig SpaFider (Ic.) as the publisher ad source. 5

6 2011 Spa Treds SpaFider, Ic About SpaFider, Ic.: The world s largest spa media, marketig, ad giftig compay, SpaFider, Ic., coects millios of welless-focused cosumers with thousads of spas worldwide. SpaFider s media properties iclude the award-wiig Spafider.com, the Spa Ethusiast ewsletter, ad the aual Global Spa ad Welless Directory. SpaFider ad its ew gift divisio, Salo Wish, offer spa gift certificates ad cards that are redeemable at a combied etwork of over 9,000 spas ad salos worldwide ad are available at thousads of retail outlets. The compay s techology divisio iovates ew solutios that help spas build ad streamlie their busiesses, icludig the popular SpaBooker olie bookig system. SpaFider Europe ad SpaFider Japa offer regioal spa marketig ad giftig programs, icludig localized, ative-laguage websites. Fouded i 1986, the privately held compay is headquartered i Mahatta. 6