Consumers are increasingly looking not just for high design or stunning interiors when they visit spas, according to Anni Hood, CEO of Anni Hood Wellness Business Consultancy and K.I.S Lifestyle, but they’re interested in making connections – with people, with nature and with themselves.

In an exclusive Thought Leader column for Spa Opportunities, Hood reveals how connection is key in the new landscape of spa venues.

Star staff key for consumers seeking human connection, by Anni Hood

I’ve noticed the landscape of spa venue positioning beginning to change. The emphasis is moving from the desire for high design and stunning interiors to a stronger, more meaningful need to connect with the right people, whether they be gifted healers, inspiring gurus, talented therapists or insightful coaches.

Connection has become a key driver in what people seek – human connection, connection with nature and connection with ourselves. In the recently published Tatler Spa Guide, more than half of the spotlight destinations showcased the expertise of the innovators and leading lights who design/ deliver the programmes. It is certainly true that most, if not all, of those listed venues have a lot to shout about from several perspectives, but there is a shift in what inspires and entices guests and travellers.

Given the option, most of us would plump for a stunning, purpose-designed environment over a baseline, tired or old fashioned option. But – if we were all given the choice of being treated, coached, trained or taken care of by the most gifted and experienced people, the surroundings become less of a concern. Add to that, the growing conscience of spa goers and travellers today, with environmental and social responsibility matters presenting an increasingly more considered and compassionate consumer.

It looks likely that the role and the value of those delivering treatments and experiences will escalate in importance across the whole spectrum of spa and wellness. Nature continues to play a major part in the environmental healing provided for spa and wellness travellers. Disruptively, one could argue that the great outdoors and the right people are all we need. This would never be the case at the uber-luxe end of the market, but it is happening with greater regularity at a more mainstream level.

The thing no one wants to compromise on is an increased sense of health and wellbeing following a spa experience, whether transformational or an express boost. Top-drawer practitioners and their scarcity in such a rapidly growing wellness market is a challenge for many, but also provides a certain ‘power to the people’ – which is no bad thing.