Courtesy of The Raithwaite Estate Spa, N Yorks
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DISASTERS LEAD TO CHANGE

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-by Juliet Wheater 

Although change is undeniable, it generally just evolves, not usually with ferocious pace, unless a crisis occurs. Covid-19 is one such global crisis and we’ve all had to adapt and change. We’ve implemented new ways of coping and of working. 

Seeing as the very basis of spa is physical touch, our wellness industry is one sector that is bound to experience quite a transformation, for example: the introduction of new ways of working, new ways of interacting with clients as well as patterns of consumption. 

Beauty & wellness will thrive again as looking good is intrinsically linked to feeling good. A relaxing massage or a physical makeover, is linked to one’s self-esteem, providing empowerment. 

Whilst home self-care has become something of a necessity over lockdown and it may continue to be fairly popular, nothing can replace the power of the practitioners. Spa operators and suppliers are deeply committed people, bringing with them, great empathy and skill to their clients. 

Spa industry professionals have the talent, knowledge and passion, to make an individual feel good about themselves. Therefore, the beauty & wellness industry will continue to connect passionate practitioners and committed customers. It is the merely the interface between them that will alter. 

Already a health-conscious customer, the spa client may be become even more mindful of health and sanitation and the industry is more than ready that demonstrate, spas semi clinical hygiene. It’s not just about being clean, its being seen to be clean. 

Technology and software will pay a greater part within the beauty & wellness industry. Online bookings, self-check-ins, automatic payments, and many such features serve to eliminate unnecessary physical interactions. Future proofing with smart booking algorithms will optimise appointments to ensure minimal group waiting times. 

Technology will allow these new standards to be exhibited not just in the outlet, but outside the visit too. The rapid adoption of technology will not only be powered by customer need, but also by business ability. Spa digitisation will move from being “nice to have” to “must have” in order to meet the new expectations of people and communities, whilst retaining its core of empathy and caring. 

Big disasters lead to fast change, but sometimes that change is for the better.

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Tuesday, 22 September 2020