The Evolution of Spas from Pampering Palaces to Social Wellness Hubs

This shift is significantly impacting the hospitality industry, requiring businesses to rethink and elevate their wellness offerings. As large, well-appointed urban bathhouses continue to emerge in cities worldwide, hotels and resorts must adapt to meet the growing demand for social wellness experiences that cater not only to guests but also to the broader community.

Don Genders is founder and CEO of Design for Leisure (DFL), creators of award-winning hydrothermal areas that merge the health benefits of ancient bathing practices with modern design, materials and technology. DFL has offices in the UK and the USA, where it is the exclusive supplier of KLAFS custom-built saunas. DFL has over 30 years of experience working with clients like Accor, Aman, Canyon Ranch, Faena, Fairmont, Four Seasons, Six Senses, and many more. Genders also chairs the Global Wellness Institute’s Hydrothermal Initiative, publishers of the must-have Guide to Hydrothermal Spa & Wellness Development Standards.

Sarah Camilleri Founding editor and owner, European Spa magazine

Topic: Heartfelt leadership in the spa world

If there’s anyone who truly has their finger on the pulse of this industry, it’s Sarah Camilleri . As Editorial Director and owner of European Spa Magazine, she has an insider’s view of the latest trends, challenges, and innovations. Sarah serves on the Media Advisory Board for British Beauty Council and leads a team of expert journalists reporting the latest news, innovations, opinions and trends shaping the spa world, but her connection to this industry runs much deeper.

Sarah has lived and breathed wellness from a young age. Having experienced first-hand the transformative power of the impacts our industry provides, she found both purpose and connection within it. With this deep understanding and an insider’s perspective on where it’s headed, she is truly the go-to voice in this space and a champion of spa leadership.

Sarah Camilleri Founding editor and owner, European Spa magazine Director, Spa Publishing Ltd Media Advisory Board, British Beauty Council Sarah Camilleri is the editorial director and owner of European Spa magazine, its affiliated daily spa industry news website europeanspamagazine.com and the new European Spa Platinum Resource, an exemplary global resource for spa and wellness leaders. Sarah leads a team of dedicated and influential journalists reporting daily on the latest news, investments, innovations, opinion and trends shaping the spa world. European Spa’s international success is built on its longstanding reputation for in-depth expert content and journalistic integrity. Supporting spa industry growth, the team’s mission is to empower spa and wellness leaders globally. Sarah’s leadership drives European’s Spa’s mission to share the latest innovations in spa, beauty, wellbeing, fitness, preventative health and wellness travel. In 2020, she joined the British Beauty Council as an Advisory Board member and is now proud to serve on the new Media Advisory Board. European Spa is proud to serve as a longstanding media partner of: Global Wellness Summit; UK Spa Association; Irish Spa Association; The Wellness Hospitality Conference; SpaFest; Scottish Spa Collective; Forum HOTel&SPA; and the Standards Authority for Touch in Cancer Care.

Laura Freeman

Group Spa Manager at Aqua Sana Forest Spa

With nearly 19 years of experience in the spa and wellness industry, both in the UK and abroad, Laura has developed a deep understanding of hands-on therapy and senior management. Having worked with prestigious brands such as Fairmont Hotels, Champneys, and Aqua Sana Forest Spa at Center Parcs, she has gained invaluable insights into operational excellence and the evolving challenges within the industry. Currently serving as Group Spa Manager at Aqua Sana Forest Spa, Laura focuses on enhancing guest experiences, optimising operational efficiencies, and leading high-performing teams. Her diverse experience has equipped her with a comprehensive understanding of the spa industry, enabling her to identify key trends and implement best practices effectively

Lousie Buxton

Title of Presentation: Destination spas: factors that contribute to memorable guest experiences.

Overview of Presentation

A recent report from the Global Wellness Institute identified that the UK spa economy was ranked the sixth largest spa economy in the world, estimated it to be worth $2.04 billion (GWI, 2022).The industry’s significant economic contribution underscores the importance of understanding the spa consumer experience and concepts within the spa context. Further, the memorability of a customer experience has been identified as a value that consumers seek, which organisations should provide to differentiate their businesses in a competitive marketplace. Hence, this research explored factors that contribute to memorable guest experiences is UK destination spas. Fifty-one semi-structured interviews were conducted with spa guests and managers, to gain both consumer and supplier perspectives. Themes that emerged from the data show that physical design and sensory elements, co-creation and experience values are all memorable. The findings particularly revealed that novelty, involvement and the element of surprise contribute to memorability.

Louise Buxton is a Senior Lecturer in Hospitality and Tourism at the University of Derby in the UK. After starting her career in the beauty sector, Louise moved into education over two decades ago, teaching spa, tourism and hospitality students. Louise’s teaching and research includes operations management, corporate social responsibility and customer experiences. Her passion for understanding consumers led her to her recent research project which explored the factors which contribute to memorable guest experiences in destination spas.

Speaker TBC