Abstract
From the start of the modern spa in the mid-twentieth century, the spa industry has grown substantially worldwide. Part of that growth involves spas of different types—each with its own business model, including day spas, hotel-based spas, resort spas, and destination spas. Regardless of the type of spa, most operations provide massage and nutrition-related services, with nutrition growing substantially in importance. Recession has trimmed the industry’s sails, but barriers to exit are substantial enough that even weakened operations might continue in business. The spa industry is widely fragmented, despite some notable consolidation. Because of the pressure on prices, some spas have been tempted to offer services in a commoditized fashion, but the most successful spas will focus on their total operation to promote their brand. It seems likely that the spa industry’s growth will resume when economies improve.
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