Canada’s Groupe Nordik: popular with all demographics
There’s no denying that the global spa industry is a fabulous one which makes millions of people around the world feel happy and healthy – whether that’s with a simple pampering facial or a fully customised, high-tech wellness programme.
The expertly crafted treatments, skills of talented practitioners and luxury facilities, however, come with a price tag which makes them only accessible to people in the top tiers of society who have high disposable incomes. This means the sector is missing out on some serious business opportunities by sticking with its tried and tested, high-end approach, rather than reaching out more broadly to a wider range of potential customers.
In our democratic wellness article on p44, leading industry figures suggest different ways for spas to offer spa and wellness experiences at lower price points, such as looking at economies of scale or using technology to increase operational efficiencies.
Both ISPA (see p72) and GWS (see p82) point to the huge potential presented by the gen Z market – people born after 1996 – a sizeable number of whom have reached the age of majority and are now potential customers.
Despite prioritising healthy living, they’re the generation that feels the least comfortable in spas.
At the other end of the scale, the new ‘emerging 50+’ consumer groups have been billed as the most powerful and discerning generation in history.
All these emerging segments represent gaps in the market for new business models and target demographics which spa and wellness businesses can tap into.
It’s possible to combine quality and volume to cross demographic boundaries: Groupe Nordik’s spas in Canada (see p36) are popular across all socio-economic groups.
Its two nature spa sites attract 415,000 customers a year who pay CA$71 (US$54, £42) for a day pass to multiple bathing and heat experiences and the company is looking to open 10 more facilities across North America by 2027.
As the top end of the market becomes more built out, we expect democratic wellness to flourish as a business model, giving the industry its next phase of growth.
Read more from this issue of Attractions Management magazine
View contents of Attractions Management 2019 issue 4
Editor's letter: Democratic wellness
To truly flourish, the spa industry needs to step outside its comfort zone and reach out to different markets with new and exciting business models, says Katie Barnes
Spa Programmes: On the menu
Boundary-pushing wellness in Iceland, self-care focus at Devarana and Civana’s equine retreat all feature in our spa menu round-up
Interview: Alexandre Cantin
Canada’s Groupe Nordik wants to open 10 nature spas, focusing on bathing and thermotherapy, by 2027. Katie Barnes talks to its VP of growth and strategy
Promotional feature: Starpool - Star quality
Wellness expert, Starpool, is known for offering complete wellness solutions with Italian design flair, enabling operators to create world class treatments and experiences
Training: Covering all bases
Resense joins forces with Lobster Ink to create an online training program for multiple spa roles
Promotional feature: Gharieni
Spa equipment innovator, Gharieni, is partnering with leading spas around the world to showcase its products to clients in real world settings, as CEO, Sammy Gharieni, explains
Research: Positive picture
ISPA’s latest US spa study shows continued growth across key metrics and pinpoints CBD and gen Z as trends. Russell Donaldson reports
Promotional feature: Zimmer MedizinSystems - Cool customer
Rainer Bolsinger, who heads up hotel and spa sales of icelab at Zimmer MedizinSystems, and icelab customer Chenot Group, explain how cryotherapy can be incorporated into your business
Promotional feature: Biologique Recherche - Skin deep
Biologique Recherche has spent the past 40 years developing technology and products to understand the skin on an individual level. Pierre-Louis Delapalme and Rupert Schmid tell Spa Business about the Parisian brand’s latest innovations
Research: On the move
The global physical activity market is now worth US$828bn according to a new GWI study. But what emerging trends do spas need to know about?
Promotional feature: SpaSoft - Onwards & upwards
The enhanced integration between SpaSoft and multiple PMS systems will help your team save time, remove the possibility of human error and create an elevated guest experience
Software: Monetising
How is software helping spas to navigate e-commerce and further monetise their relationship with clients
Canada’s Groupe Nordik: popular with all demographics
There’s no denying that the global spa industry is a fabulous one which makes millions of people around the world feel happy and healthy – whether that’s with a simple pampering facial or a fully customised, high-tech wellness programme.
The expertly crafted treatments, skills of talented practitioners and luxury facilities, however, come with a price tag which makes them only accessible to people in the top tiers of society who have high disposable incomes. This means the sector is missing out on some serious business opportunities by sticking with its tried and tested, high-end approach, rather than reaching out more broadly to a wider range of potential customers.
In our democratic wellness article on p44, leading industry figures suggest different ways for spas to offer spa and wellness experiences at lower price points, such as looking at economies of scale or using technology to increase operational efficiencies.
Both ISPA (see p72) and GWS (see p82) point to the huge potential presented by the gen Z market – people born after 1996 – a sizeable number of whom have reached the age of majority and are now potential customers.
Despite prioritising healthy living, they’re the generation that feels the least comfortable in spas.
At the other end of the scale, the new ‘emerging 50+’ consumer groups have been billed as the most powerful and discerning generation in history.
All these emerging segments represent gaps in the market for new business models and target demographics which spa and wellness businesses can tap into.
It’s possible to combine quality and volume to cross demographic boundaries: Groupe Nordik’s spas in Canada (see p36) are popular across all socio-economic groups.
Its two nature spa sites attract 415,000 customers a year who pay CA$71 (US$54, £42) for a day pass to multiple bathing and heat experiences and the company is looking to open 10 more facilities across North America by 2027.
As the top end of the market becomes more built out, we expect democratic wellness to flourish as a business model, giving the industry its next phase of growth.
Read more from this issue of Attractions Management magazine
View contents of Attractions Management 2019 issue 4
Editor's letter: Democratic wellness
To truly flourish, the spa industry needs to step outside its comfort zone and reach out to different markets with new and exciting business models, says Katie Barnes
Spa Programmes: On the menu
Boundary-pushing wellness in Iceland, self-care focus at Devarana and Civana’s equine retreat all feature in our spa menu round-up
Interview: Alexandre Cantin
Canada’s Groupe Nordik wants to open 10 nature spas, focusing on bathing and thermotherapy, by 2027. Katie Barnes talks to its VP of growth and strategy
Promotional feature: Starpool - Star quality
Wellness expert, Starpool, is known for offering complete wellness solutions with Italian design flair, enabling operators to create world class treatments and experiences
Training: Covering all bases
Resense joins forces with Lobster Ink to create an online training program for multiple spa roles
Promotional feature: Gharieni
Spa equipment innovator, Gharieni, is partnering with leading spas around the world to showcase its products to clients in real world settings, as CEO, Sammy Gharieni, explains
Research: Positive picture
ISPA’s latest US spa study shows continued growth across key metrics and pinpoints CBD and gen Z as trends. Russell Donaldson reports
Promotional feature: Zimmer MedizinSystems - Cool customer
Rainer Bolsinger, who heads up hotel and spa sales of icelab at Zimmer MedizinSystems, and icelab customer Chenot Group, explain how cryotherapy can be incorporated into your business
Promotional feature: Biologique Recherche - Skin deep
Biologique Recherche has spent the past 40 years developing technology and products to understand the skin on an individual level. Pierre-Louis Delapalme and Rupert Schmid tell Spa Business about the Parisian brand’s latest innovations
Research: On the move
The global physical activity market is now worth US$828bn according to a new GWI study. But what emerging trends do spas need to know about?
Promotional feature: SpaSoft - Onwards & upwards
The enhanced integration between SpaSoft and multiple PMS systems will help your team save time, remove the possibility of human error and create an elevated guest experience
Software: Monetising
How is software helping spas to navigate e-commerce and further monetise their relationship with clients
A US$50 million (£44.2 million, €51.2 million) transformation of Chicago's historic McCormick
Mansion has created a new destination that combines live magic, immersive theatre, dining and
private membership under one roof.
The Montana Historical Society has officially celebrated the opening of its new Montana
Heritage
Center, a US$107 million (£79 million, €92 million) destination that combines immersive
storytelling with cutting-edge audiovisual technology to bring the sta
San Antonio Zoo has reported a US$283 million economic impact for 2025, following a decade-
long transformation programme that has seen almost US$200 million invested into the Texas
attraction.
Plans for the AU$180 million redevelopment of Reef HQ Aquarium in Townsville, Australia, are
progressing, with the project set to transform the attraction into a global centre for reef
education and conservation.
Abu Dhabi-based investment firm Mubadala Capital has made a binding, fully financed
€1 billion
offer to acquire Pierre and Vacances SA, the European holiday resort operator behind the
continental European Center Parcs business.
Disney has reaffirmed its commitment to investing US$30 billion in its US parks and cruise
business by 2033, using new America250 celebrations to underline the role its attractions play
in supporting jobs, tourism and economic growth.
Expo 2030 Riyadh is being planned as a permanent visitor destination, with organisers
confirming the six-million-square-metre site will become a Global Village after the event closes.
The owner of one of Australia's best-known waterparks has acquired a major competitor,
creating a new attractions business spanning two of the country's largest visitor destinations.
The Toverland theme park in the Netherlands has announced a €98m expansion programme
that will add a resort, new attractions and staff facilities as it pursues plans to become a multi-
day destination.
Hotel de France, located on the British Isle of Jersey, has created a wellness retreat package
that includes a hot yoga session that will take place in Jersey Zoo’s butterfly sanctuary.
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