Spas used to be halls of opulence — elaborate water features, marble floors, and nonstop pampering. Then came COVID. Social distancing and quarantines left people feeling untethered and anxious, leading them to pursue spa-like serenity from home. Wellness is no longer an indulgence, but a necessary aspect of everyday life, and spas are pivoting to keep pace.
Instead of offering what used to be “splurges”, spas have turned their focus to wellness services to keep up with the changing market. As more people do facials, meditate, and indulge in relaxing baths at home, spas are moving to recreate that holistic aesthetic. Self-care is no longer an amorphous term. It’s a tangible, quantifiable, and increasingly requisite aspect of a spa experience.