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Remolding Image Efforts To Change Impression Of Spas Help Rejuvenate Industry
Remolding Image Efforts To Change Impression Of Spas Help Rejuvenate Industry. But over the last few years, many spas have given their image a workout, and some say the effort has helped to revive a once dying resort industry.
Although exact figures are hard to pinpoint, those who study the market estimate that up to 1.3 million people in the United States will take a spa vacation this year and spend a healthy $800 million doing it.
Many of them will come to South Florida, which has more spas than any other part of the country, according to a travel guide called Spa Finder. Some of the most famous South Florida spas are the Sheraton Bonaventure in Fort Lauderdale, Palm Aire in Pompano Beach and the Doral Saturnia in Miami.
Interest in health and fitness, concern about stress and a few glossy ads have helped to shift spa clientele from the Ladies Who Lunch to the Women Who Work and their husbands, too.
That sort of image of the upper crust, blue haired lady set, which is all there was a few years ago, is not true anymore, said Jeffrey Joseph, president of Spa Finders Travel Arrangements. In the last five years, theres been a whole new breed of spagoer.
Most likely, that new breed is a woman between 20 and 45 who is concerned about her health and hard working enough so that she can pay her own way, spa owners said.
Although the women lounging barefoot in dusty pink robes at the $10 million Sheraton Bonaventure Resort and Spa one afternoon last week looked mostly middle aged, there are patrons of all ages.
We get everyone here from college co eds to octogenarians, said Mary Jane Enterkin, public relations director at the Fort Lauderdale resort. There is no typical spagoer anymore.
More and more, the guest is a guy. Most major spas always have had private sanctums for men and women, but until lately American men were much more reluctant to pad around in robes and mudpacks or less in front of strangers.
Men are realizing you can be macho and come here, said Candace Burton, marketing director at Palm Aire. Men are deciding its OK to improve their appearance.
Enterkin estimates that the male clientele at Bonaventure has tripled in the last three years. Yet Bonaventure and Palm Aire representatives said that 60 percent to 70 percent of their guests who come for services such as herbal wraps, aerobics and facials are women.
Dorals clientele is closer to a 50 50 replica cartier love bracelet ratio mostly because it offers golf packages to men, then lures them to the spa for a massage, stress control programs or other treatments.
How replica cartier love bracelet gold and diamond to get them there at all? Kathy Casper, marketing director at Doral, said Saturnia relies mostly on word of mouth referrals. Other spas, however, find that it is profitable to pay attention to their own appearance. Palm Aire, having recently undergone an $8 million renovation, has launched a $2.5 million ad campaign in magazines such as Vogue, targeting women with high incomes.
Were looking for the executive female who is working hard all week and really stressed out and could use more than a vacation, said Gerald Katzoff, owner of Palm Aire. Whats missing right now is education of what a spa can do for them.
Bonaventure uses ads featuring actress Linda Evans to attract women and tries to get its name in mens magazines to gently change mens impressions of a spa.
Men are more apt to accept a piece in The New York Times about the virtues of a spa than they would if they saw an ad, Enterkin said.
Esquire ran a story featuring Bonaventure in November and got more than 1,000 calls from men asking about vacation packages.
The number of conventions held at spas is increasing, but not as dramatically as male attendance. Spas welcome the chance to play host to businesspeople, because if they convince executives to come in for a massage after a meeting, theyll usually return for a vacation. The return rate for major South Florida spas averages 75 percent to 80 percent.
Readers Digest recently held meetings at Bonaventure. Casper said Doral turned over all 48 imitation cartier love ring of its suites to Cartier when the company held a conference last year to launch a new perfume.
Spa Finders Joseph, who is based in New York, heard about Doral and Cartier in Miami, mainly because it is so unusual. A few companies are starting to realize the importance of a spa vacation, but not many.
The biggest growth, he said, is among middle to upper income vacationers who are taking spa vacations instead of more sedentary trips. The growth of the Baby Boom generation and its growing concern with fitness has helped to boost attendance. Major local spas have replica cartier necklace nutritionists and fitness counselors on staff.
Cost is also a factor. The average spa trip in the States is about $1,000, which, when you look at another trip, is about the same cost, Joseph said.classic copy cartier rose gold bangle steel You deserve it Let us come know about regarding its the situation
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Remolding Image Efforts To Change Impression Of Spas Help Rejuvenate Industry. But over the last few years, many spas have given their image a workout, and some say the effort has helped to revive a once dying resort industry.
Although exact figures are hard to pinpoint, those who study the market estimate that up to 1.3 million people in the United States will take a spa vacation this year and spend a healthy $800 million doing it.
Many of them will come to South Florida, which has more spas than any other part of the country, according to a travel guide called Spa Finder. Some of the most famous South Florida spas are the Sheraton Bonaventure in Fort Lauderdale, Palm Aire in Pompano Beach and the Doral Saturnia in Miami.
Interest in health and fitness, concern about stress and a few glossy ads have helped to shift spa clientele from the Ladies Who Lunch to the Women Who Work and their husbands, too.
That sort of image of the upper crust, blue haired lady set, which is all there was a few years ago, is not true anymore, said Jeffrey Joseph, president of Spa Finders Travel Arrangements. In the last five years, theres been a whole new breed of spagoer.
Most likely, that new breed is a woman between 20 and 45 who is concerned about her health and hard working enough so that she can pay her own way, spa owners said.
Although the women lounging barefoot in dusty pink robes at the $10 million Sheraton Bonaventure Resort and Spa one afternoon last week looked mostly middle aged, there are patrons of all ages.
We get everyone here from college co eds to octogenarians, said Mary Jane Enterkin, public relations director at the Fort Lauderdale resort. There is no typical spagoer anymore.
More and more, the guest is a guy. Most major spas always have had private sanctums for men and women, but until lately American men were much more reluctant to pad around in robes and mudpacks or less in front of strangers.
Men are realizing you can be macho and come here, said Candace Burton, marketing director at Palm Aire. Men are deciding its OK to improve their appearance.
Enterkin estimates that the male clientele at Bonaventure has tripled in the last three years. Yet Bonaventure and Palm Aire representatives said that 60 percent to 70 percent of their guests who come for services such as herbal wraps, aerobics and facials are women.
Dorals clientele is closer to a 50 50 replica cartier love bracelet ratio mostly because it offers golf packages to men, then lures them to the spa for a massage, stress control programs or other treatments.
How replica cartier love bracelet gold and diamond to get them there at all? Kathy Casper, marketing director at Doral, said Saturnia relies mostly on word of mouth referrals. Other spas, however, find that it is profitable to pay attention to their own appearance. Palm Aire, having recently undergone an $8 million renovation, has launched a $2.5 million ad campaign in magazines such as Vogue, targeting women with high incomes.
Were looking for the executive female who is working hard all week and really stressed out and could use more than a vacation, said Gerald Katzoff, owner of Palm Aire. Whats missing right now is education of what a spa can do for them.
Bonaventure uses ads featuring actress Linda Evans to attract women and tries to get its name in mens magazines to gently change mens impressions of a spa.
Men are more apt to accept a piece in The New York Times about the virtues of a spa than they would if they saw an ad, Enterkin said.
Esquire ran a story featuring Bonaventure in November and got more than 1,000 calls from men asking about vacation packages.
The number of conventions held at spas is increasing, but not as dramatically as male attendance. Spas welcome the chance to play host to businesspeople, because if they convince executives to come in for a massage after a meeting, theyll usually return for a vacation. The return rate for major South Florida spas averages 75 percent to 80 percent.
Readers Digest recently held meetings at Bonaventure. Casper said Doral turned over all 48 imitation cartier love ring of its suites to Cartier when the company held a conference last year to launch a new perfume.
Spa Finders Joseph, who is based in New York, heard about Doral and Cartier in Miami, mainly because it is so unusual. A few companies are starting to realize the importance of a spa vacation, but not many.
The biggest growth, he said, is among middle to upper income vacationers who are taking spa vacations instead of more sedentary trips. The growth of the Baby Boom generation and its growing concern with fitness has helped to boost attendance. Major local spas have replica cartier necklace nutritionists and fitness counselors on staff.
Cost is also a factor. The average spa trip in the States is about $1,000, which, when you look at another trip, is about the same cost, Joseph said.
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