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Do you have a strong opinion, or disagree with somebody else’s point of view on topics related to the spa industry? If so, Spa Business would love to hear from you. Email your letters, thoughts and suggestions to [email protected]


A movement away from minimalist spas
Beverley Bayes, creative director, Sparcstudio
Beverley Bayes

Having worked on some of the top UK spas for the last decade, we’re witnessing a shift in design – away from formal and minimalist settings towards those with ‘heart and soul’.

The choice of finishes is moving away from plush and bling, for example, towards natural raw materials that recreate the kind of barefoot luxury found in island resorts. Think honed Forest Green marble rather than highly polished Calacatta marble, end grain timbers, green slate and terracotta tiles in interesting formats. There will also be a sway towards incorporating handmade, locally-sourced materials, artwork and furniture.

Rendered walls will give spas a new-found freedom for creating organic shapes using modern stone and polished plaster which, for instance, mimic the smoothness of Moroccan tadelakt. Concealed lighting will progressively replace spot and down lighting to give a softer, more integrated look and full spectrum bulbs means intensity can subtly change throughout the day in accordance to circadian rhythms.

We also expect to see natural swimming pools featuring freshwater and filtered by plants become an essential element for eco-conscious operators.

New luxury is about nurture, care, comfort, relaxation and connecting with nature.

There’s a sway towards handmade, locally-sourced materials, artwork and furniture in spas like South Lodge
Lithuania to become most well-known European spa destination
Eglé Ruksenaite, owner & founder, The E77 Company
Eglé Ruksenaite

The history of health prevention and medical spa towns, using local therapeutic mineral water and mud, dates back over 200 years in Lithuania.

However, while many spas were once owned and operated by the state, an economic crisis in the 1990s meant existing infrastructure was acquired by private companies. And in the next two years alone, another 13 spa hotels and wellness destinations are planned in the country. We’re consulting on more than half of these and, according to our calculations, total investments should amount to €90.5m (US$100.7m, £77.4m).

Today, people are visiting spa towns such as Birstonas, Druskininkai, Anyksciai and Palanga not just for rehabilitation, but also for health prevention and relaxation. Spas are treating contemporary ailments such as chronic fatigue and insomnia and many are adapting services to meet the needs of a younger generation and families.

With modernisation Lithuania is opening up its little known traditions to the world and in the next decade it will become one of the most well-known European spa destinations with one of the best-developed markets.

The sleep hotel is just one of 13 wellness projects in Lithuania

Read more from this issue of Attractions Management magazine

View contents of Attractions Management 2020 issue 1
COMPANY PROFILES
ProSlide Technology, Inc.

A former national ski team racer, ProSlide® CEO Rick Hunter’s goal has been to integrate the smoot [more...]
Painting With Light

By combining lighting, video, scenic and architectural elements, sound and special effects we tell s [more...]
iPlayCO

iPlayCo was established in 1999. [more...]
DJW

David & Lynn Willrich started the Company over thirty years ago, from the Audio Visual Department [more...]
+ More profiles  
FEATURED SUPPLIER

Iconic Liverpool attraction opens door to new operators
An opportunity to reimagine one of the UK’s most recognisable towers has been formally opened by Rivington Hark, as St Johns Beacon invites operators and partners to shape its next phase. [more...]
CATALOGUE GALLERY
 

+ More catalogues  
DIRECTORY
+ More directory  
DIARY

 

09-11 Jun 2026

World Sauna Forum 2026

Savutuvan Apaja, Haapaniemi, Finland
23-26 Aug 2026

Elevate Spa Riviera Maya Edition

The Riviera Maya Edition Kanai, Playa del Carmen, Mexico
+ More diary  
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Letters
Write to reply

Do you have a strong opinion, or disagree with somebody else’s point of view on topics related to the spa industry? If so, Spa Business would love to hear from you. Email your letters, thoughts and suggestions to [email protected]


A movement away from minimalist spas
Beverley Bayes, creative director, Sparcstudio
Beverley Bayes

Having worked on some of the top UK spas for the last decade, we’re witnessing a shift in design – away from formal and minimalist settings towards those with ‘heart and soul’.

The choice of finishes is moving away from plush and bling, for example, towards natural raw materials that recreate the kind of barefoot luxury found in island resorts. Think honed Forest Green marble rather than highly polished Calacatta marble, end grain timbers, green slate and terracotta tiles in interesting formats. There will also be a sway towards incorporating handmade, locally-sourced materials, artwork and furniture.

Rendered walls will give spas a new-found freedom for creating organic shapes using modern stone and polished plaster which, for instance, mimic the smoothness of Moroccan tadelakt. Concealed lighting will progressively replace spot and down lighting to give a softer, more integrated look and full spectrum bulbs means intensity can subtly change throughout the day in accordance to circadian rhythms.

We also expect to see natural swimming pools featuring freshwater and filtered by plants become an essential element for eco-conscious operators.

New luxury is about nurture, care, comfort, relaxation and connecting with nature.

There’s a sway towards handmade, locally-sourced materials, artwork and furniture in spas like South Lodge
Lithuania to become most well-known European spa destination
Eglé Ruksenaite, owner & founder, The E77 Company
Eglé Ruksenaite

The history of health prevention and medical spa towns, using local therapeutic mineral water and mud, dates back over 200 years in Lithuania.

However, while many spas were once owned and operated by the state, an economic crisis in the 1990s meant existing infrastructure was acquired by private companies. And in the next two years alone, another 13 spa hotels and wellness destinations are planned in the country. We’re consulting on more than half of these and, according to our calculations, total investments should amount to €90.5m (US$100.7m, £77.4m).

Today, people are visiting spa towns such as Birstonas, Druskininkai, Anyksciai and Palanga not just for rehabilitation, but also for health prevention and relaxation. Spas are treating contemporary ailments such as chronic fatigue and insomnia and many are adapting services to meet the needs of a younger generation and families.

With modernisation Lithuania is opening up its little known traditions to the world and in the next decade it will become one of the most well-known European spa destinations with one of the best-developed markets.

The sleep hotel is just one of 13 wellness projects in Lithuania

Read more from this issue of Attractions Management magazine

View contents of Attractions Management 2020 issue 1
LATEST NEWS
Warner Bros Discovery collaborates on upcoming Pompeii attraction
A new immersive attraction designed to transport visitors into the final hours of ancient Pompeii is preparing to open near the world-famous archaeological site in southern Italy.
Bob Rogers hands BRC to long-serving leadership team
Experience design company, BRC Imagination Arts, has completed a transition that sees founder Bob Rogers pass ownership of the business to four long-serving senior executives, while remaining actively involved with the company.
Rainer Maelzer joins Therme Group as chief entertainment officer
Rainer Maelzer, an experiential entertainment innovator, has been appointed chief entertainment officer by Therme Group.
Movie Park Germany reveals new Paramount attraction as part of its 30th anniversary celebrations
Movie Park Germany has opened a new Paramount Pictures-themed attraction as part of its 30th anniversary celebrations, using immersive storytelling and adaptive reuse to reinforce the park’s longstanding “Hollywood in Germany” positioning.
Therme Manchester reveals 90:90 strategy – 90 per cent of the UK population within a 90-minute drive of a Therme
Therme Manchester’s 28-acre development, which will include interconnected glass pavilions that measure 65,000sq m, will be the largest bathing and wellbeing attraction in the world once complete, according to prof David Russell, CEO of Therme UK. 
Efteling expands family offer with new Hooghmoed drop tower
Efteling has opened Hooghmoed, a new family drop tower designed to broaden the appeal of its recently launched Sirene Island themed area and introduce younger visitors to thrill attractions.
Universal and Puy du Fou projects point to rise of Oxford–Cambridge corridor
A proposed Puy du Fou development near Bicester and Universal Destinations and Experiences’ planned resort in Bedford are emerging as part of a wider transformation of the Oxford– Cambridge Growth Corridor into a major centre for UK leisure and tourism inv
Shedd Aquarium upgrades its visitor experience with new Immersion Theater
Shedd Aquarium has opened the Immersion Theater developed in partnership with SimEx- Iwerks, as part of a wider strategy to enhance the guest experience and create additional revenue opportunities.
UK government cuts VAT on attractions to boost summer visitor economy
The UK government has announced a temporary reduction in VAT on visitor attractions and children’s meals as part of a summer cost-of-living support package designed to stimulate the visitor economy and encourage family days out.
Joy as a radical act: Yinka Ilori launches solo exhibition celebrating the rebellious power of spreading happiness
As designer Yinka Ilori prepares for his first solo gallery show in London, he speaks exclusively to CLADmag about his mission to spread joy, the power of play, and his bold approach to using colour (including the colours you won’t see in his work).
Government of Thailand reveals it is courting major theme park operators
The government of Thailand is exploring plans for a THB300bn (£6.3bn, US$8.3bn) entertainment complex in the country’s Eastern Economic Corridor (EEC), with officials proposing a large-scale theme park and sports destination as part of a broader tourism and economic development strategy.
Hainan Science Museum by Ma Yansong, opens in China
A new science museum has opened to the public in Haikou after attracting more than 350,000 visitors during a four-month soft opening period.
+ More news   
 
COMPANY PROFILES
ProSlide Technology, Inc.

A former national ski team racer, ProSlide® CEO Rick Hunter’s goal has been to integrate the smoot [more...]
Painting With Light

By combining lighting, video, scenic and architectural elements, sound and special effects we tell s [more...]
iPlayCO

iPlayCo was established in 1999. [more...]
DJW

David & Lynn Willrich started the Company over thirty years ago, from the Audio Visual Department [more...]
+ More profiles  
FEATURED SUPPLIER

Iconic Liverpool attraction opens door to new operators
An opportunity to reimagine one of the UK’s most recognisable towers has been formally opened by Rivington Hark, as St Johns Beacon invites operators and partners to shape its next phase. [more...]
CATALOGUE GALLERY
+ More catalogues  
DIRECTORY
+ More directory  
DIARY

 

09-11 Jun 2026

World Sauna Forum 2026

Savutuvan Apaja, Haapaniemi, Finland
23-26 Aug 2026

Elevate Spa Riviera Maya Edition

The Riviera Maya Edition Kanai, Playa del Carmen, Mexico
+ More diary  
 


ADVERTISE . CONTACT US

Leisure Media
Tel: +44 (0)1462 431385

©Cybertrek 2026

ABOUT LEISURE MEDIA
LEISURE MEDIA MAGAZINES
LEISURE MEDIA HANDBOOKS
LEISURE MEDIA WEBSITES
LEISURE MEDIA PRODUCT SEARCH
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