In just a few years, the duty for beauty has shifted to a duty for health. the pressure to always look young conveyed by brands, the media and stars who “don’t seem to age a day”, has become unbearable. The increase of life longevity has played a role in turning the obsession for beauty into one for having a ‘good’ health’. “Make the most of yourself” americans say in the quest for performance and control over their health (“health mastering”).
This phenomenon is worldwide: in china, health comes first in the list of life values (the chinese offer roots of long life instead of chocolate to each other as gifts!), whilst in germany health is a vital need and synonymous with happiness. let’s take a closer look at this concept of holistic health which of course strongly influences the spa world.

HOLISTIC HEALTH
Nowadays, the widespread awareness about the necessity of looking after oneself and people’s readiness to become more responsible about their health, are demonstrated by the increased use of complementary medicine throughout Europe over the past 10 years, more preventive, versus allopathic medicine. Nevertheless, the closed-mindedness of the French Medecine Academy and the all-powerful pharmaceutical lobbies slow down the progress of these alternative health solutions in France, as opposed to the US and other European countries. Bringing in new standards, the popularity of holistic health is increasing as people are more and more seeking for global approaches which merge physical matters with mental and spiritual aspects. Still quite limited in Europe, holistic resorts aim to coordinate different actions in order to enhance their guests’ health.

Several Destination Spas have become the iconic symbols of the holistic trend: Kamalaya, Chiva Som, Miraval, Rancho La Puerta, Golden Door, etc. Often located in idyllic environments, these places create a timeless bubble in which the client is cut off from the trials and tribulations of daily life, and given the opportunity to refocus on him or herself. Is Europe active in the development of these resorts? Some rare establishments do address the medical aspect of the guest as well as nutrition issues (Henri CHENOT for example - read EMOTION SPA Magazine 25 - La Prairie Clinical...). Thalassotherapy centres definitely have a winning card to play here, and some are already active about it: Alliance Pornic, Thermes Marins de Cannes, the Grand Hôtel Loréamar in St Jean de Luz, etc. Also, the 1st European Centre for Thermal Dermatology at La Roche-Posay which offers skin (and soul) healing after cancer treatments deserves a special mention (read more on page 74). Others are adopting more a Medi-Spa approach, a concept that has been popular in the USA for over 10 years, but clearly need to separate the Spa area from that of cosmetic medicine in order to respect French legislations. Examples of such places are NIFOROS at Lyon, Mélusine at La Roche-Posay and the recent Médi-Spark Lucien Barrière at Enghien (read more on page 68). So will the number of places offering a holistic dimension dedicated to achieving harmonious balance (mind, body and soul) increase? Who will now defend healthy ageing rather than anti-ageing?

Nowadays consumers are eager for well-being, personal fulfillment and better health. This inside/out beauty approach is of key importance for Spas. Moreover, the importance of personalized client services is far too often underestimated. With possible access to DNA conclusions today, is it logical to offer the same treatment to all? In 10 years’ time we will look back and see just how absurd it was using the same treatment and the same cream for every single person! Signature treatments will include adapted procedures according to lifestyle, physiology, physical and mental condition, and the personality of each client. Since health tourism will become the main reason for travelling within the next 20 years (Read: Ian YEOMAN “Tomorrow’s tourist in 2030”), and since the the challenge is no longer the lifespan but the quality of life, the future will be bright for holistic Spas.

► Dear reader, to read the rest of this report, order the SPECIAL HOTELIERS issue, please click here
► Discover the first pages of this report online below: