New Hampshire Golf, 2005
SPA INDUSTRY MAKING A HUGE SPLASH IN GOLF – NO MATTER HOW YOU DEFINE IT
“Spas are devoted to enhancing overall well-being through a variety of professional services that encourage the renewal of mind, body and spirit” – “Spa” Defined, International SPA Association, August 2004
Maybe it’s just a matter of men finally figuring out what women have long known- a visit to the spa is the ideal antidote for stress and a sure-fire answer for, as the apt definition states, “the renewal of mind, body and spirit.” Making time for spa visits as never before, men today represent 23 percent of all spa guests, while they comprise nearly three of every 10 spa-goers, according to the Lexington, Kentucky-based International Spa Association’s 2004 Spa Industry Study. A decade ago, that image would have been brushed off as pure folly, but reality has set in and the spas themselves are responding in kind by developing special treatments just for men and, in some cases, opening male-only spas. Golf resorts have also gotten into the act, including here in New Hampshire and elsewhere in the northeast, offering golf-specific treatments and their own signature specialties, as well as the usual tried-and-true treatments. However one chooses to define the word “spa,” it is clear that the spa industry is experiencing a boom like never before and, perhaps, never envisioned as an emerging trend. Then again, who could have predicted that men, for example, would so enthusiastically embrace the spa culture, which has heretofore been primarily the domain of women. Increased male-focused offerings are not only linked with golf and outdoor adventure activities, but also with cosmetic treatments and high-octane fitness programs. Spa Finder a New York-based spa marketing and publishing company, predicts that men-and not just “metrosexuals” – will continue to hit spas in record numbers and that more and more day-and-stay spas will offer equal facilities for men and women.
Indeed, spas have come a long way. Beyond adult men and women, today’s spas are drawing in the whole family. Last year, spas saw an influx of teenage girls, drawn by the beauty treatments and the glamour of a luxurious spa experience. This year, Spa Finder predicts even younger girls are likely to join mom (or dad) on a day trip to the spa, while teenage boys will soon begin to make their presence felt. Spas are expected to keep pace by offering more family-oriented activities, spas for kids, as well as kids-only spa programs.
Moreover, there is an increased trend toward adult children introducing their parents to the benefits of spas, reports the International SPA Association (ISPA). Gifts for anniversaries, birthdays, and Mother’s and Father’s Day appear to be the catalysts for children sending their parents on an expense-paid visit to the spa. Clearly, gone are the days when a visit to the spa was deemed as a luxury or unnecessary indulgence. Further proof is how travelers are increasingly making a hotel choice based on whether it has an on-site spa. No luxury resort worth its salt can exist today without one, so it’s not surprising that in terms of sheer numbers of spas, the hotel industry takes a backseat only to day spas.
Additionally, spas are shrewdly gearing their menus for as diverse an audience as possible. With the continued explosion of affordable spas geared towards middle-income earners, more Americans are now supplementing their aromatherapy candle and bubble baths with a trip to a nearby spa to enjoy professional treatments and wellness programs.
With record participation comes a record number of different types of spas-30 and growing at last count. For example, spas have answered the prayers of golfers, providing everything from hot gold-ball massages to strengthening and flexibility focused on the vulnerable lower back. Cruise lines have even gotten into the swing of things. Onboard the ultra-luxe Queen Mary 2 is the Canyon Ranch Spa-Club with 50 treatment rooms, salon, gym and aqua therapy-the perfect après-golf treatment following a round on the ship’s golf simulator.
There is an enhanced interest in indigenous spa experiences, providing more distinctive and compelling spa experiences. It is not uncommon to see maple treatments in the Northeast, cactus flower treatments in the Southwest and treatments incorporating grape seeds in Napa-Sonoma, Northern California’s internationally renowned wine region. Talk about indigenous-consider chocolate spa treatment at The Spas at the Hotel Hershey in Pennsylvania! Whether it’s the maple or the chocolate influence, it is the Northeast that is embracing spas like no other region in the U.S., enjoying a 36 percent growth rate since 2002.
If 2003 was the year spas made a significant splash with record visitations and broadening socioeconomic appeal, 2004 was the year spas made a genuine difference. Expect more of the same in 2005, as spas will continue to deftly manage the intersection of someone’s work and personal life. And increasingly, that someone is just as likely to be a Mike as it is a Michelle.
WENTWORTH BY THE SEA NEW CASTLE, NH
If you love smelling the salty air during a round of oceanside golf, and relish the pampering and relaxation of a spa treatment, then the Wentworth By the Sea, A Marriott Hotel & Spa in New Castle, New Hampshire should be your next destination. A $12 million renovation to this historic hotel has transformed a rundown old grand dame into an architectural showcase replete with luxurious modern comfort and old-world charm, along with 21st-century conveniences and yesteryears’ quality. Golf is available at nearby courses, including limited guest play at the adjacent Wentworth By the Sea Country Club, a private seaside layout, as well as at The Ledges, Portland Country Club and Links at Outlook, among others. Wentworth’s spa offers an array of treatments that includes massages, facials, wraps, manicures and pedicures. Wentworth’s signature treatments include an Ogenage facial, incorporating ocean-based ingredients designed to cleanse and refresh your face and neck with an Aqualift seaweed mask application. The Royal Gentleman’s Facial with a warm seaweed mask is the ideal culmination to a day of seaside golf. Whether you choose the Wentworth Classic, Deep Tissue, Aromatherapy or Warm Stone massage you’ll find your cares gently slip away. The staff, service, treatment rooms, setting, facilities and charm make visiting and experiencing Wentworth By The Sea, A Marriott Hotel & Spa a must trip for golf and spa enthusiasts. 603/373-6580; www.wentworth.com
