The annual forecast report Spa Foresight™ conducted by Spa Business magazine has predicted the top 20 long-term trends expected to impact the spa industry. From facial recognition technology to the overuse of vitamin supplements, the updated trends can be found in the newly published Spa Business Handbook here.

The report predicts the spa industry will need to pay attention to war zones across the globe to take advantage of opportunities where healing and restoration are required and also to assess risks to business and protect assets.

Although we are living in the most peaceful century in history, the last seven years have shown a notable deterioration in levels of peace. Data from The Global Peace Index from The Institute for Economics and Peace (IEP) indicates that since 2008, 111 countries have deteriorated in levels of peace, while only 51 have increased.

The global economic impact of violence reached US$9.8tn (€7.6tn, £6.1tn) last year.

Where spa developments are underway or established, businesses can be threatened by civil unrest – so operators, distributors, developers and investors need to work out how to safeguard their operations and products.

Beginning in July 2014, seven weeks of Israeli air strikes and Hamas rocket attacks in Gaza, plus shelling and fighting in ground invasions and cross-border tunnel combat operations had an impact on businesses based in the area.

Israeli spa skincare brand Christina, which distributes its nine product lines globally, spoke exclusively to Spa Opportunities about how the unrest in Gaza is affecting its business operations.

“As most of our customers come from outside Israel, Christina maintained its usual business activity,” said Keren Pakes, international marketing and communications manager for Christina. “The unrest occurred during the summer holiday so most of the hotel chains in Israel experienced cancellations. Spa centres located in certain parts of Israel were also clearly affected.”

Despite a decrease in visitors from international tourists, spas using the Christina skincare range in Israel noted an increase in guests seeking relaxation.

“It is very clear that due to the level of stress, more and more people booked themselves into a spa for a relaxing retreat and an escape from the day to day increased anxiety they experienced,” Pakes continued.

While Christina has not suffered any financial losses as a result of the unrest – due to its global operations with more than 55 countries and a presence in every continent – the increase in spa visits by those seeking wholesome physical touch during a period of conflict highlights a business opportunity for the spa industry.

As conflicts draw to a close, major infrastructure projects and investments recommence in former war zones. Although investment in these areas is a long-term strategy, it can lead to lucrative results. Vietnam, for example, is now a booming spa and resort destination – having experienced terror between 1955 and 1975.

Thus, tracking war zones is necessary to show where threats and opportunities lie for the spa industry.