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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...]
IDEATTACK

IDEATTACK is a full-service planning and design company with headquarters in Los Angeles. [more...]
instantprint

We’re a Yorkshire-based online printer, founded in 2009 by Adam Carnell and James Kinsella. [more...]
Simworx Ltd

The company was initially established in 1997. Terry Monkton and Andrew Roberts are the key stakeh [more...]
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23-26 Aug 2026

Elevate Spa Riviera Maya Edition

The Riviera Maya Edition Kanai, Playa del Carmen, Mexico
29 Sep - 02 Oct 2026

Synergy - The Retreat Show

Pical Resort, Valamar Collection, Porec, Croatia
+ 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
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Disney confirms US$30 billion investment programme as it highlights its economic impact
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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. 
+ 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...]
IDEATTACK

IDEATTACK is a full-service planning and design company with headquarters in Los Angeles. [more...]
instantprint

We’re a Yorkshire-based online printer, founded in 2009 by Adam Carnell and James Kinsella. [more...]
Simworx Ltd

The company was initially established in 1997. Terry Monkton and Andrew Roberts are the key stakeh [more...]
+ More profiles  
CATALOGUE GALLERY
+ More catalogues  
DIRECTORY
+ More directory  
DIARY

 

23-26 Aug 2026

Elevate Spa Riviera Maya Edition

The Riviera Maya Edition Kanai, Playa del Carmen, Mexico
29 Sep - 02 Oct 2026

Synergy - The Retreat Show

Pical Resort, Valamar Collection, Porec, Croatia
+ More diary  
 


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