Today, Norm Goldman, editor of Sketchandtravel & Bookpleasures interviews Susie Ellis, president of Spa Finder Inc.

Standard:

Could you tell us a bit about yourself and your experience in spas, and why you became interested in them?

Susie:

I was athletic in my youth and naturally gravitated towards being as healthy as possible. After college in the mid 70’s, I started working at the Golden Door Spa which, unknown to me at the time, was the best spa in the country. After spending many years on the staff, I was captivated by how people’s lives were transformed after just a week’s stay at this famous place. I decided to make the spa my life’s work, and the combination of movement, good nutrition, spa therapies, and a mind/body/spirit approach to wellness became a passion. And luckily for me, the spa industry, which was just emerging at the time, was poised for explosive growth.

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Why have spas continued to grow and become popular in recent years?

Susie:

I see three general trends that have come together to precipitate the popularity of spas.

1. The aging baby boom. This demographic wants to stay youthful and energized. Spas are a perfect place to achieve these goals.

2. Stress. The continuous bombardment of information and connectivity is creating a need for people to have places to relax, de-stress, slow down, and pay attention to their body, mind, and spirit.

3. A troubled health care system means that people of all ages must take more responsibility for their well-being and health.

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How do you go about identifying top-tier romance spas in terms of quality of treatment, fitness, relaxation, location, atmosphere, and staff?

Susie:

Truly, the best way to identify romantic spas is to check out the romantic/honeymoon spa category at http://www.spafinder.com. There are almost 50 romantic spas on the list. Spa Finder’s mission is to connect people to their ideal spa experience, and we also feature spas in over 20 other categories such as: Weight Loss Spas, Horseback Riding Spas, Hiking Spas, Yoga Spas, and more.

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As a follow up, which ones would be in the top ten on your list?

Susie:

Here are some of my favorite romantic spas in the US:

Mirbeau, New York

Elan Castle, Georgia

Miramante Resort & Spa, California

Silverado, Calif.

Emerson, New York

The Spa in Sundance, Utah

Retreats Hampton, New York

Mana Lani, Hawaii

Shrine on Camelback Mountain, Arizona

Westglow, North Carolina

Outside the US:

Brenner Park, Baden Baden, Germany

CuisinArt Resort & Spa, Anguilla

The Sanctuary, Mexico City

Samas, Park Kenmare Hotel, Ireland

Echo Valley Ranch Resort, Canada

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What are the benefits of spa treatments for honeymooners and romantic getaways for couples looking to de-stress?

Susie:

There are many ways to de-stress, and spas specialize in this. Exercise is an excellent de-stresser. Bathing in hot water is a stress reliever. Massages are for many the ultimate in de-stressing. In spas, people typically leave their outside world behind, slow down, and their bodies become more relaxed. A spa has attentive staff and there is delicious food that is not intoxicating but revitalizing. I think what spas do is help us get back to who we really are and connecting on that level is always romantic.

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What spa treatments are especially recommended for those new to the spa experience?

Susie:

I think a good starting point for a newcomer is a Swedish massage and facial. These are still favorite spa treatments because people love them. Although there are many wonderful treatments on the menus of most spas, such as hot stone massages, Ayruvedic treatments, or even body scrubs and wraps, I would not recommend these for a first-time spa visitor.

For a first time romantic experience, I would suggest choosing a “couples massage” where you are both in the same room for your treatment. Sometimes this can include a bath ritual for the two of you together before or after… very romantic!

And lastly, if a spa has a “signature treatment,” that might be a good place to start for the first time, too. Often this is an experience with more than one element, such as an exfoliation and massage, or a ritual and foot massage, etc.

And I suggest that one person let the receptionist know that this is their first spa experience so the attendant and therapist can be a little more thorough in explaining procedures and protocol.

Standard:

What is meant by “destination spas” and how does it differentiate them from and between other spas?

Susie:

That’s a great question and I’m glad you asked it. In the world of spas we segment them into several categories. The most general categories are resort/hotel spas, day spas, and destination spas. The resort/hotel spa is part of a hotel or resort where there are also activities such as golf, tennis, good food, etc. The spa is one of the amenities. A day spa is a place where people go to enjoy a spa experience but do not stay overnight; this can be for one spa treatment or several or even a whole day. Then there’s the destination spa. Think of them as places to stay overnight with programs that make for a fully immersive spa experience. In other words, everyone is there for the spa experience. Canyon Ranch Health Resorts and Golden Door are good examples of a destination spa. La Costa or The Doral are examples of resort/hotel spas and Elizabeth Arden’s Bliss or Red Door are examples of day spas.

Standard:

Can you tell us about the new developments and trends in the spa industry, particularly as it affects those couples looking for romantic getaways along with spa treatments?

Susie:

We are seeing a variety of trends in the spa industry. I will share with you the 10 trends that we predicted in January of this year:

Medical spas (medicine and spas come together)

People mixing business and spas

The arrival of the “destination day spa”

More affordable and more inclusive spas

International treatments and unique and welcoming spas at an international level

Spa kitchen goes mainstream

Travelers who decide where to go and where to stay based on the resort

Pets are welcome at some spas.

there are more men

More families, including teens and tweens

Of these, I think one of the interesting trends for couples is more men going to spas. This means that it is becoming easier for a woman to get her guy to accompany her on a romantic getaway to a spa. More and more, they already want to go!

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I have come across the term “quality assured” spa, what does it imply and why should we believe a spa when it has this designation?

Susie:

To be honest, I am not aware of such a large-scale designation. There are over 10,000 spas in the US and no one has been to all of them or been able to rate them in terms of quality. There is no easy way to conclude the level of service of a spa. In fact, sometimes quality comes down more to an individual therapist than a facility.

That being said, there are some ways for the consumer to have more information that could help them make an informed decision. There is an association called the International Spa Association (ISPA) that has a “voluntary standards and practices designation” that spas can choose to apply for if they wish. This might be of some help. But even here, many spas don’t know about this, so I wouldn’t necessarily rule out selecting a spa if they don’t have this designation.

It is also useful to see what awards a spa has won. For example, the Spa Finder Readers’ Choice Awards lists the top 10 spas in nearly 20 categories. Since this award is voted for by readers, it’s a good indication of quality.

Of course, word of mouth is always a good way to learn about a spa.

Standard:

Could you give our readers some tips on tipping?

Susie:

Tipping policies differ between spas, but it is generally customary to leave a 15-20% tip for the therapist or technician providing the service. In some cases, the tip is already added to the final bill, and in some very rare cases, tipping is discouraged. Most spas have their tipping policy printed in their brochure. I often ask, “What is your tipping policy?” when i arrive at the spa and check in. That usually clears things up right away!

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I have read that the destination spa concept is evolving as some brands expand their product through other outlets. Could you give us some examples and explain why this happens?

Susie:

we are seeing a brand extension of destination spas like Canyon Ranch and The Golden Door. Canyon Ranch Health Resort started out as a destination spa in Tucson, Arizona in the late 70’s. They later opened in Lenox, MA and later opened their first Spa Club in Las Vegas. They are now the spa in the QM2 and are part of a retirement condominium spa facility being built in Miami. They also added a Canyon Ranch product line and I hear more is in the works.

The Golden Door branched out from its origins as the leading spa destination in the US…. there are now Golden Door spas at resorts in Arizona, Colorado and Puerto Rico. There is a line of Golden Door products.

But I’m also seeing another type of brand expansion; that is, product companies that open “retail spas.” Jurlique, Givenchy, and to some degree Elizabeth Arden’s Red Door come to mind could be considered a spa stretching product. And there are day spas that have become more known for their products than their spas, like Bliss and Nichel.

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What should we expect in the future of spas?

Susie:

I think the union of medicine and spas is very exciting. We are now looking at prevention/wellness as well as aesthetic/cosmetic medical spas. Physicians and spa therapists working together are resulting in very welcoming and comfortable medical environments with the best possible results. Additionally, the entire field of complementary and alternative medicine (CAM) is finding a home in the medical spa environment. Consumers are increasingly interested in being proactive when it comes to their health and well-being. (They increasingly need to take responsibility for their own health.)

I believe that spas will eventually become a very important part of the solution to the world’s health problems.

Thank you Susie for answering my questions.

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