The wellness and spa industry is a rapidly growing sector, encompassing a wide range of products and services aimed at promoting health, relaxation, and overall well-being, ranging from real estate to supplements and everything in between. In recent years, the industry has seen substantial growth, with global revenues surpassing $119 billion in 2023. This article will concentrate on physical spa businesses and their related operation.
Statistically, the product segmentation amongst businesses within the industry is highly diverse, including but not limited to day spas, hotel/resort spas, medical spas, and destination spas, each catering to different segments of the market and we can ascertain that the growth in this sector mainly stems from an increasing consumer awareness of the benefits relating to health and wellness concepts, coupled with rising disposable incomes and the proliferation of wellness tourism. The Asia-Pacific region holds a significant market share, followed by North America and Europe. The industry is also witnessing a shift towards personalised wellness experiences, integrating advanced technologies and holistic treatments to meet the evolving demands of a health-conscious clientele.
However, how does this consumer awareness and product divericfication reflect on the current practices and structures within the industry? Although there is an increasing recognition of the importance of diversity, equity, and inclusivity (DEI) within the wellness and spa industry, there remains significant room for improvement across various dimensions. In this article, we attempt to introduce various aspects of DEI in this industry to offer a broader understanding of the nuances inherent in this topic and touch on some of the systemic barriers such as cost, cultural misunderstandings, and lack of representation that have created an industry that, despite its growth and diversification, may actively contribute to the exclusion of minorities and amplify other challenges which we will discuss in the following. We would also like to highlight that there are vast differences in the implementation of DEI frameworks globally and this article aims to offer a generalised view that may not be representative of certain global regions.
Photo credit: Pexels
As the conversations surrounding diversity are getting louder, the representation of different demographics within the industry is gradually improving, however, there needs to be an acknowledgement that disparities continue to persist. Traditionally dominated by affluent, white, female clientele, the industry is now seeing a broader range of patrons. However, gender representation still skews towards women, with men often underrepresented both as clients and practitioners and efforts to attract more male clientele are on the rise, with some spas offering services specifically tailored for men. As a whole, the industry seems overwhelmed, if not at a complete loss when it comes to the integration of the LGBTQAI+ community and the creation of safe spaces, professional and customised services and experiences within the realm of wellness, which may warrant a separate article.
In addition to traditional gender considerations, race and ethnicity are critical areas where the wellness and spa industry must undertake more concerted efforts. Leadership positions are often occupied by individuals from the same demographic that the industry primarily serves—affluent, white, and female - although in recent years the dial has positively shifted towards a more balanced representation. A lack of diversity at the top may result in a narrow perspective on the needs and preferences of a diverse clientele.
When the leadership does not reflect the diversity of the community it serves, the decision-making processes may be biased, perpetuating exclusionary practices and failing to recognise the importance of DEI initiatives. Increasing representation in leadership roles requires intentional efforts of the businesses, such as targeted recruitment, onboarding, mentorship programs for underrepresented groups, peer-support groups in the workplace and creating pathways for advancement within the industry. A lack of representation in these areas may perpetuate a sense of exclusion among potential clients from minority groups and there needs to be an acknowledgement that addressing this gap involves not only inclusive hiring practices but also fostering an environment where diverse voices are valued and heard.
Photo credits: Pexels
Age inclusivity is another aspect where the industry is evolving commercially. From a consumer perspective, historically, spa services have targeted middle-aged women, but there's a growing recognition of the needs and preferences of younger and older demographics. Spas are now offering services that cater to younger clients, such as stress management and skin care for teens, as well as treatments that address the needs of seniors, including mobility assistance and specialized therapies for age-related conditions. We have yet to see this reflected in hiring practices and it stands to debate that having a more mature workforce may not be a desired reflection of the youth-obsessed wellness culture we are currently encountering, however, in the age of longevity the life experience of our elders may become a much-needed resource and may contribute to a realistic lifestyle offering in invaluable measures.
Looking at socioeconomics, we must acknowledge that status plays a significant role in accessibility to wellness services. The high cost of many spa treatments creates a barrier for lower-income individuals, and to counter this, some spas are introducing more affordable options and sliding-scale pricing. There is also a greater need for community-based wellness programs and partnerships with local organizations that will help to make wellness services more accessible to a broader audience. Planning a long-term approach to the wellness of society, these initiatives are crucial in democratizing wellness and ensuring that it is not a privilege reserved for the wealthy. This economic exclusivity is often further compounded by the geographic locations of many high-end spas, which are frequently situated in affluent areas, making them physically out of reach for those living in less privileged neighbourhoods. Some spas are beginning to address these issues by offering sliding-scale pricing, community wellness programs, and more affordable treatment options. However, these initiatives are not yet widespread and often rely on external funding or subsidies to be viable.
Inclusivity in services and offerings is another vital aspect for creating a welcoming environment for all. Spas are becoming increasingly aware of the need to provide services that are not only gender-neutral but also considerate of diverse cultural and personal needs. This includes offering treatments rooted in various cultural traditions, such as Ayurvedic therapies, Traditional Chinese Medicine, and indigenous healing practices, allowing the customisation of treatments to respect and honour clients' cultural backgrounds to enhance their sense of belonging and satisfaction. By extension, this includes the offering of bilingual services and creating a culturally sensitive environment that makes clients from various backgrounds feel welcome. Yet, we need to remain vigilant to avoid the cultural appropriation of these practices by removing them from their original cultural and societal frameworks and implanting them into a Westernised and solely capitalist context.
Photo credits: Freepik
The accessibility for people with disabilities remains a significant challenge in the wellness and spa industry, as physical accessibility is often limited and many facilities lack the proper accommodations such as ramps, elevators, and adjustable treatment tables and are omitted in favour of aesthetics, which may lead to the exclusion of whole customer segments. Additionally, there is a desperate need for awareness and staff training on how to serve clients with disabilities respectfully and effectively. In reaching all communities, businesses need to ensure that promotional materials and websites are accessible, with options such as braille menus and sign language interpreters that are essential for inclusivity. In addition, spaces and offerings that are designed for Neurodivergent clientele and employees must be considered as we see a rise of new research emerging that validates the prevalence of people affected by mental health challenges.
The above constitutes only a brief summary of some of the aspects to consider when having a conversation about DEI in the spa and wellness industry, yet it reveals a complex landscape where progress is being made, but systemic barriers and biases persist. We need to have more conversations about the fact that a lack of awareness and training on DEI issues within the industry may exacerbate these economic and systemic barriers. Currently, the majority of spa professionals lack the education and resources necessary to understand and address the diverse needs of their clients. This lack of training extends to understanding cultural sensitivities, addressing unconscious biases, and implementing inclusive practices and while there certainly are pockets of improvement, with some spas actively seeking DEI training for their staff that must be celebrated and recognized, it remains an area needing significant development.
Photo credits: Freepik
Consequently, addressing these systemic issues requires a multifaceted approach. For one, reducing economic barriers through more accessible pricing models and expanding the geographic reach of wellness services may help to democratize access. Businesses need to actively invest in DEI training for all staff levels to foster a more inclusive environment that respects and values diversity and these training initiatives need to be integrated into the core operations of spas rather than a one-time initiative. This may support businesses in enhancing representation in leadership and decision-making roles to bring diverse perspectives into strategic planning, ensuring that DEI considerations are embedded in the organizational culture and business practices.
The importance of diversity, equity, and inclusion (DEI) in the wellness and spa industry cannot be overstated, as it offers numerous benefits to businesses, clients, and the community at large therefore contributing both socially and financially. By catering to diverse demographics, spas and wellness centres can attract clients from various backgrounds, expanding their market reach and revenue potential. This inclusivity not only brings in more customers but also enhances the reputation and brand loyalty of the business. When wellness and spa services are designed with inclusivity in mind, clients from different cultural, socioeconomic, and demographic backgrounds feel welcomed and valued. By breaking down barriers to access and creating an environment where both employees and clients feel seen and heard the spa and wellness industry has a unique opportunity to contribute to a new paradigm in human well-being, making it a crucial component for the future growth and sustainability of the wellness and spa industry.
⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯
Susanne is the founder of PurestLife, a consultancy and coaching practice that offers a new approach to the design and expression of Wellness and Wellbeing in business and personal life. Leveraging her deep understanding of regenerative practices and extensive experience in the hospitality and wellness industry and project management, Susanne has played pivotal roles in shaping innovative concepts for hospitality and wellness projects. As a Director of Wellness and Project Manager she spearheaded the creation of transformative wellness experiences and found her passion for authentic value expression and creating meaningful connections and relationships in both business and life. Her impactful journey spans 20 years in the industry and includes serving as Pre-Opening Director of Wellness at several luxury projects ranging from Private Members Clubs to 5-star nature-immersive wellness retreats and has worked globally with esteemed luxury brands such as Six Senses, Corinthia Hotels & Resorts, Conrad Hotels & Resorts, JOALI and JOALI BEING and Elena Spa.
