There’s something freeing about not having another person in the room, says Cavanah / photo: Aescape
The Ritz-Carlton Bacara, Santa Barbara in the US, is one of the first luxury spas in the world to offer fully automated robot massages. It’s doing this in collaboration with Aescape, which recently secured US$83 million (€72.8 million, £62.4 million) in funding and is quickly rolling out demo units across the country.
It’s an exciting move for the property, which prides itself on innovation. But what's the massage robot experience like? Is the service suited to an upscale spa setting? And how are therapists reacting to it?
High-tech experience I don’t fill out any specific waivers or special paperwork for my 30-minute Aescape session. However, staff happily educate me about it beforehand. Having all tried it out, they’re genuinely enthusiastic about the new feature and provide authentic insights.
I slip into a compression-style outfit (think thin ski base layer) – it’s a snug fit that doesn’t shift around or distract me – before setting eyes on the sleek, yet unintimidating setup for the first time.
From the moment I lie down, the high-tech experience kicks in. Infrared sensors scan my body, capturing over a million data points for a custom-fit massage in seconds. And honestly? The robotic arms/hands (Aerpoints) work exactly as advertised. They don’t feel cold or clinical (they’re warmed to a consistent 35˚C) and move smoothly over my back, adjusting seamlessly to my body with no awkward missteps.
Aescape claims to offer seven distinct massage techniques – knuckle, thumb, cupped hand, blade (side) of hand, palm, forearm and elbow moments – but it mostly felt like knuckles and blades, with resting palms providing slight pressure. Another drawback? Services are limited to the back, legs and glutes as the Aerpoints just aren’t dexterous enough to mimic the magic of human fingers required for neck, arm, foot and head massages.
A touch screen positioned below the face cradle allows me to see the massage progress and control it in real time. I can increase pressure, pause, or stop entirely if needed. I crank up the intensity when the Aerpoints get to my glutes and wow – this is a highlight.
The session itself is incredibly relaxing and I nearly doze off, helped by being able to choose the music – options beyond the usual spa sounds include chill beats, piano and classic rock and are a nice touch.
One unanticipated upside? The absence of another person in the room. Don’t get me wrong, I love a great hands-on massage, but there’s something freeing about not having to make polite conversation and letting the machine just do its thing.
Price & perks A 30-minute Aescape session at The Ritz-Carlton Bacara costs US$115 (€100, £85). That’s quite a jump from the US$60 (€52, £45) price tag for the same service at my local Pause studio in LA (which, let’s be honest, is a steal). Considering a 60-minute traditional massage at Bacara starts at US$300 (€261, £223), however, it’s still a lower-cost alternative for high-end spa-goers. And the best part? An Aescape session includes full-day access to the spa and its facilities. That alone makes the price right.
Spa integration Bacara doesn’t actively market the robotic massage as a core spa treatment. The property is part of a strategic demo rollout and currently offers it as a ‘taster’ to its fitness members or to guests who might prefer touchless therapies.
The unit sits in a spacious, curtained-off alcove on the fitness floor. It’s a well-designed space which feels private, yet connected to the spa and given that it’s a fully-clothed experience, I never felt exposed or awkward.
One notable difference from traditional spa therapies is that Aescape customers can’t make an appointment at reception. Instead, they have to book (and pay for) services via Aescape’s website or app. This makes it feel distinctly different and could impact integration, especially as staff have less direct control over scheduling.
At this stage, Bacara doesn’t seem to be using Aescape to reduce demand on human therapists or as a signature differentiator – it’s more of a recovery addition for fitness members.
Final thoughts Aescape is an innovative alternative to traditional massage and could be a game-changer for gyms and wellness centres looking to differentiate themselves. It’s not a replacement for human touch, but it’s a great option, especially for those who love deep tissue work and appreciate having complete control over their massage.
▪︎ Last issue, Spa Business took a deep dive into different types AI massage robots coming to market. Visit www.spabusiness.com/aimassage to read more
photo: Cassandra Cavanah
"I crank up the intensity on my glutes and wow – this is a highlight"– Cassandra Cavanah
Alexis Haley
Spa director, The Ritz-Carlton Bacara, Santa Barbara
photo: The Ritz-Carlton Bacara
Why bring AI massage to Bacara?
Aescape aligns with our commitment to wellness innovation. It offers precision, personalisation and accessibility and caters to evolving guest needs.
How is it positioned to clients?
It’s ideal for fitness-driven guests, those short on time, or anyone seeking relief between traditional massages. Many are using it as a pre- or post-workout recovery tool.
How has usage been so far?
Since launching a couple of months ago, we’ve completed over 100 sessions, averaging two per day. We’re closely monitoring operational dynamics and booking trends to optimise availability and engagement.
How are you marketing it?
We’ve used social media, influencer collaborations and traditional media coverage (including a segment on local TV). On-property, we’re targeting fitness members and guest groups to drive bookings.
What’s the response from guests and therapists?
Fitness members love that the treatments are short, convenient and available on demand. Therapists see Aescape as a complement, not a replacement for their hands-on offering. Overall, feedback has been overwhelmingly positive.
We’re averaging two Aescape sessions a day
Read more from this issue of Spa Business magazine
View contents of Spa Business 2025 issue 2
Editor’s letter: The Gen Z effect
With young adults reshaping our industry, affordable, community-based models are thriving, while traditional spas risk being left behind
Spa people: Novak Djokovic
Game, set, spa. The tennis star is poised to launch a biohacking pod while also entering a multi-year ambassador partnership with Aman
Spa people: Peter Attia
One of the most respected names in longevity medicine has co-founded preventative health clinic, Biograph
Spa people: Alexis Dean
The founder of Soak is on a mission to deliver social wellness without the hefty price tag across Australia
News report: Young influencers
Millennials and Gen Zers are redefining the wellness landscape according to new research by McKinsey
News report: Double vision
Fresh data from RLA Global reveals that hotels delivering wellness earn twice as much as those that don’t
Project preview: Laugarás Lagoon
Contrast bathing and fine dining are two USPs of a new geothermal destination in Iceland’s Golden Circle
Interview: Suzanne Holbrook
Marriott’s new global leader of spa, fitness and wellness talks candidly to Katie Barnes about her plans for the world’s largest hotel spa portfolio
Ask an expert: Vagus nerve
Insider insights into why this critical nerve is a key to wellbeing and how supportive treatments are set to shake up spa menus. Kath Hudson reports
Research: Marginally speaking
CBRE’s latest numbers show that spa revenues in US hotels have edged upward, profits have slipped slightly and costs are down
Investigation: Dealing with death
With a new openness emerging around the subject of end-of-life care, Julie Cramer investigates whether spas could offer death doula services
Trend: Head first
Judy Chapman tries out brain mapping at Gwinganna to see why it’s become so popular
First person: Relaxation rebooted
Does AI massage have a place in luxury spas? Cassandra Cavanah heads to The Ritz-Carlton Bacara, Santa Barbara to find out
Contrast therapy, based on the alternation of hot and cold rituals, has become one of the
most valued practices in the fields of wellness and recovery. [more...]
There’s something freeing about not having another person in the room, says Cavanah / photo: Aescape
The Ritz-Carlton Bacara, Santa Barbara in the US, is one of the first luxury spas in the world to offer fully automated robot massages. It’s doing this in collaboration with Aescape, which recently secured US$83 million (€72.8 million, £62.4 million) in funding and is quickly rolling out demo units across the country.
It’s an exciting move for the property, which prides itself on innovation. But what's the massage robot experience like? Is the service suited to an upscale spa setting? And how are therapists reacting to it?
High-tech experience I don’t fill out any specific waivers or special paperwork for my 30-minute Aescape session. However, staff happily educate me about it beforehand. Having all tried it out, they’re genuinely enthusiastic about the new feature and provide authentic insights.
I slip into a compression-style outfit (think thin ski base layer) – it’s a snug fit that doesn’t shift around or distract me – before setting eyes on the sleek, yet unintimidating setup for the first time.
From the moment I lie down, the high-tech experience kicks in. Infrared sensors scan my body, capturing over a million data points for a custom-fit massage in seconds. And honestly? The robotic arms/hands (Aerpoints) work exactly as advertised. They don’t feel cold or clinical (they’re warmed to a consistent 35˚C) and move smoothly over my back, adjusting seamlessly to my body with no awkward missteps.
Aescape claims to offer seven distinct massage techniques – knuckle, thumb, cupped hand, blade (side) of hand, palm, forearm and elbow moments – but it mostly felt like knuckles and blades, with resting palms providing slight pressure. Another drawback? Services are limited to the back, legs and glutes as the Aerpoints just aren’t dexterous enough to mimic the magic of human fingers required for neck, arm, foot and head massages.
A touch screen positioned below the face cradle allows me to see the massage progress and control it in real time. I can increase pressure, pause, or stop entirely if needed. I crank up the intensity when the Aerpoints get to my glutes and wow – this is a highlight.
The session itself is incredibly relaxing and I nearly doze off, helped by being able to choose the music – options beyond the usual spa sounds include chill beats, piano and classic rock and are a nice touch.
One unanticipated upside? The absence of another person in the room. Don’t get me wrong, I love a great hands-on massage, but there’s something freeing about not having to make polite conversation and letting the machine just do its thing.
Price & perks A 30-minute Aescape session at The Ritz-Carlton Bacara costs US$115 (€100, £85). That’s quite a jump from the US$60 (€52, £45) price tag for the same service at my local Pause studio in LA (which, let’s be honest, is a steal). Considering a 60-minute traditional massage at Bacara starts at US$300 (€261, £223), however, it’s still a lower-cost alternative for high-end spa-goers. And the best part? An Aescape session includes full-day access to the spa and its facilities. That alone makes the price right.
Spa integration Bacara doesn’t actively market the robotic massage as a core spa treatment. The property is part of a strategic demo rollout and currently offers it as a ‘taster’ to its fitness members or to guests who might prefer touchless therapies.
The unit sits in a spacious, curtained-off alcove on the fitness floor. It’s a well-designed space which feels private, yet connected to the spa and given that it’s a fully-clothed experience, I never felt exposed or awkward.
One notable difference from traditional spa therapies is that Aescape customers can’t make an appointment at reception. Instead, they have to book (and pay for) services via Aescape’s website or app. This makes it feel distinctly different and could impact integration, especially as staff have less direct control over scheduling.
At this stage, Bacara doesn’t seem to be using Aescape to reduce demand on human therapists or as a signature differentiator – it’s more of a recovery addition for fitness members.
Final thoughts Aescape is an innovative alternative to traditional massage and could be a game-changer for gyms and wellness centres looking to differentiate themselves. It’s not a replacement for human touch, but it’s a great option, especially for those who love deep tissue work and appreciate having complete control over their massage.
▪︎ Last issue, Spa Business took a deep dive into different types AI massage robots coming to market. Visit www.spabusiness.com/aimassage to read more
photo: Cassandra Cavanah
"I crank up the intensity on my glutes and wow – this is a highlight"– Cassandra Cavanah
Alexis Haley
Spa director, The Ritz-Carlton Bacara, Santa Barbara
photo: The Ritz-Carlton Bacara
Why bring AI massage to Bacara?
Aescape aligns with our commitment to wellness innovation. It offers precision, personalisation and accessibility and caters to evolving guest needs.
How is it positioned to clients?
It’s ideal for fitness-driven guests, those short on time, or anyone seeking relief between traditional massages. Many are using it as a pre- or post-workout recovery tool.
How has usage been so far?
Since launching a couple of months ago, we’ve completed over 100 sessions, averaging two per day. We’re closely monitoring operational dynamics and booking trends to optimise availability and engagement.
How are you marketing it?
We’ve used social media, influencer collaborations and traditional media coverage (including a segment on local TV). On-property, we’re targeting fitness members and guest groups to drive bookings.
What’s the response from guests and therapists?
Fitness members love that the treatments are short, convenient and available on demand. Therapists see Aescape as a complement, not a replacement for their hands-on offering. Overall, feedback has been overwhelmingly positive.
We’re averaging two Aescape sessions a day
Read more from this issue of Spa Business magazine
View contents of Spa Business 2025 issue 2
Editor’s letter: The Gen Z effect
With young adults reshaping our industry, affordable, community-based models are thriving, while traditional spas risk being left behind
Spa people: Novak Djokovic
Game, set, spa. The tennis star is poised to launch a biohacking pod while also entering a multi-year ambassador partnership with Aman
Spa people: Peter Attia
One of the most respected names in longevity medicine has co-founded preventative health clinic, Biograph
Spa people: Alexis Dean
The founder of Soak is on a mission to deliver social wellness without the hefty price tag across Australia
News report: Young influencers
Millennials and Gen Zers are redefining the wellness landscape according to new research by McKinsey
News report: Double vision
Fresh data from RLA Global reveals that hotels delivering wellness earn twice as much as those that don’t
Project preview: Laugarás Lagoon
Contrast bathing and fine dining are two USPs of a new geothermal destination in Iceland’s Golden Circle
Interview: Suzanne Holbrook
Marriott’s new global leader of spa, fitness and wellness talks candidly to Katie Barnes about her plans for the world’s largest hotel spa portfolio
Ask an expert: Vagus nerve
Insider insights into why this critical nerve is a key to wellbeing and how supportive treatments are set to shake up spa menus. Kath Hudson reports
Research: Marginally speaking
CBRE’s latest numbers show that spa revenues in US hotels have edged upward, profits have slipped slightly and costs are down
Investigation: Dealing with death
With a new openness emerging around the subject of end-of-life care, Julie Cramer investigates whether spas could offer death doula services
Trend: Head first
Judy Chapman tries out brain mapping at Gwinganna to see why it’s become so popular
First person: Relaxation rebooted
Does AI massage have a place in luxury spas? Cassandra Cavanah heads to The Ritz-Carlton Bacara, Santa Barbara to find out
Hand and Stone Massage and Facial Spa, the spa business with more than 650 locations across
the US and Canada, has appointed franchise expert Carrie Walsh as CEO as the company plans
to expand.
Synergy – The Retreat Show, the global trade show for retreats, has launched a global research
initiative that will provide insights into the retreat sector from both consumer and industry
perspectives.
The Wellness Tourism Association (WTA) has published a non-regulatory global industry
framework designed to ensure the retreat market offers responsible experiences.
A new survey of UK and international spa practitioners shows that stress, burnout and
wellbeing concerns have caused one in three respondents to consider leaving the industry.
The UK's four Chief Medical Officers have published a refreshed edition of Physical activity
guidelines: UK Chief Medical Officers' report, updating the evidence that underpins the nation's
physical activity recommendations and placing greater emphasis on strength, balance, reducing
sedentary behaviour and, for the first time, supporting people taking weight loss medications.
Anna Bjurstam has left her role as Wellness Pioneer at Six Senses Hotels and Resorts and
launched a new wellness, longevity and “consciousness consultancy” called Wahayla.
Fairmont Cheshire, The Mere, has opened today (10 July) in the Northwest of England
with a
1,715sq m Fairmont Spa that has been designed using a ‘Wellness without Walls’
concept.
Wellness hotels generating less than US$1 million (€932,700, £785,200) – or 10 per cent of
total revenue from wellness and leisure – recorded the strongest RevPAR and TRevPAR growth
in 2025 across categories when compared with 2024, according to the latest Wellness Real
Estate Report by RLA Global, produced in partnership with P and L benchmarking firm HotStats.
Contrast therapy, based on the alternation of hot and cold rituals, has become one of the
most valued practices in the fields of wellness and recovery. [more...]
