As labor shortages plague spas and the societal shift away from physical touch continues, the wellness landscape is undergoing a dramatic transformation toward automation. This surge in automated wellness is revolutionizing how individuals approach self-care, presenting a diverse array of touchless options tailored to individual tastes.
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As labor shortages plague spas and the societal shift away from physical touch continues, the wellness landscape is undergoing a dramatic transformation toward automation. This surge in automated wellness is revolutionizing how individuals approach self-care, presenting a diverse array of touchless options tailored to individual tastes.
The demand for alternative wellness solutions has surged, compelling the wellness industry to pioneer innovative, automated strategies that resonate with the evolving preferences of its clientele.
Addressing Spa and Client Needs
Since the onset of the pandemic, many individuals have developed a heightened aversion to being touched. The discomfort associated with physical contact has led to a reevaluation of traditional spa treatments, with an increasing number of people seeking alternatives that provide the therapeutic benefits of relaxation without the need for hands-on manipulation.
“At the WeWorkWell buying show, we came across a water mattress that provides a dry water massage. It checked a lot of the boxes we were looking for, in terms of what our guests would be interested in booking. There are a few other systems, such as the light pods and salt rooms, which are exceptionally popular and beneficial to one’s health and relaxation,” says John Morris, general manager of Sundara Inn & Spa.
Automation, in this context, emerges as a solution that caters to the specific bodily needs and preferences of a touch-averse clientele.
In response to the prevailing labor shortages in spas, the surge in automated wellness has become a key driving factor, as well as affordability and accessibility. “There is consumer resistance to paying $90-$250 or more for an hour massage with someone you do not know. Plus, operators from day spas to high-end wellness resorts do not want to pay the labor cost. In NA, it can be 50%-65% of the retail price of a massage, and they risk the client not being happy or a no show with the therapist,” says Amy McDonald, CEO and founder of Under a Tree Wellness Consulting.
These factors are the perfect storm of the demise of the traditional one-hour massage being 70% of the revenue in spas, with little falling to the bottom line.
Similarly, Shanelle Lucas, director of spa operations at Hilton Sandestin Beach Golf Resort & Spa, emphasizes the necessity of incorporating automated wellness to cater to guests and local members while addressing the ongoing staffing challenges since 2020. The industry, facing a shortage of therapists and heightened demand for treatments, is adapting to meet evolving needs.
“With a shortage of therapists and an increase in demand for treatments, as an operator, I look for ways to fill the need of the demand,” adds Morris. “With the traditional model of hands-on spa treatments facing staffing challenges, the result is a proliferation of innovative and automated self-care solutions that promise a spa-like experience without the need for human touch.”
For example, opportunities are now available where guests do not have to take off their clothes and can enjoy 30 minutes on a zero-gravity lounger with infrared, heat, vibration, etc. “With the right lounger, a guest can be transported deeply and effectively, and even have a great massage—minus the human touch,” notes McDonald.
More Than a Trend
As the wellness landscape undergoes continuous transformation, automated self-care emerges not merely as a passing trend but as a profound paradigm shift in how individuals perceive and prioritize their well-being. “The future of wellness is a partnership between in-person services and automation to provide a more accessible service base,” says Brynn Scarborough, CEO of WellnessJK.
In a world where customization, convenience and autonomy are valued, the options for automated wellness are truly endless. One automated, touchless wellness solution making a major difference in the spa community is therapeutic baths with hydrotherapy jets. This is proving to be very beneficial as it helps relax muscles and alleviate tension, as well as reduces impact on joints and lowers stress levels. Sessions also help increase circulation, which promotes better oxygen and nutrient delivery to tissues.
On the horizon, McDonald believes the next focus for automated self-care will be sleep. “There are wellness AI rooms that sense your temperature, stress levels, heart rate and automatically respond accordingly with scent, sound or lack of, changes in lighting and temperature, etc., until your vitals return to normal. There are AI beds and pillows that do this, integrating platforms to work together and respond to each individual,” she says.
The rise of these innovative solutions also reflects a broader societal shift towards embracing technology as a catalyst for fostering personal health and happiness, shaping a future where individuals comfortably integrate automation into their daily lives. The growing reliance on technology in the wellness industry speaks to an age where the intersection of innovation and well-being becomes the foundation of a more fulfilling lifestyle.
The integration of automation in the wellness industry represents a dynamic response to the changing preferences and challenges faced by individuals in a post-pandemic world. The shift toward touchless options not only addresses the labor shortages in spas, but also accommodates the specific bodily needs of those who are averse to traditional forms of physical contact.
“There is more interest than there was three to five years ago, as the technology has improved,” notes Morris. “Sundara is an early adopter, as we do see a key place in the industry for automated self-care. Self-care as a category, the emphasis on it, and interest in wellness and self-care has increased, and the pandemic certainly played a role in that.”
As technology continues to play a pivotal role in shaping the future of wellness, the era of automated self-care promises to provide a more inclusive, adaptable and personalized approach to achieving a state of well-being.
Nancy Trent is a writer and speaker, lifelong wellness activist, globe-trotting trend watcher, and founder and president of Trent & Company, the leading wellness PR firm. Trent & Company, which launched many health and beauty brands, grew out of Nancy’s personal and passionate commitment to helping people live longer and healthier lives. A former journalist for New York magazine, Nancy has written seven books on healthy lifestyles, serves on the editorial boards of several magazines and travels around the world speaking at conferences and trade shows on trends in the marketplace. She is a recognized expert in PR with more than 30 years of experience creating and managing highly successful campaigns.
