Happy New Year to everyone!
While we had planned to start the 2013 Global Spa and Wellness Summit Weekender with an upbeat message regarding our 2013 GSWS theme, “A Defining Moment,” that will have to wait until next Weekender. It seems timely that our first conversation of the New Year be our reaction to the December 28th NY Time’s Article called Destination: Wellness written by Jesse McKinley. Check out his lengthy article that was, I am afraid, not very flattering to our spa and wellness industry. You might want to also read through the comments that follow the article – although be prepared for more cold water splashed in our faces. (The comments get a tad better toward the end.)
We are including several responses to the article that you can read in the sidebar to the right. Perhaps you too will be inspired to take some action in this new year as this article makes it clear we have some work to do. One way to begin, in my opinion, is to spread the word about www.spaevidence.com and whenever possible, link to it. We need to stay committed to the many evidenced based modalities that we offer.
In a way, perhaps this article can be an inspiration for us to all work together to strengthen our industry, collaborate in getting a consistent positive message out there and help educate the public and the media about the good work we do.
Wishing everyone all the best for this New Year and please let us know your answer to the first question of the year. What do you think about Jesse’s NY Times article called Destination: Wellness?
The GSWS Team
Jesse McKinley is a good writer and gets my vote for being entertaining. Fortunately however, I believe his readers are not going to be checking spa and wellness visits “off” their list for 2013 but rather adding them “on.” There is a reason that there are more spas in the U.S. then there are Starbucks in the world. (Yes, that is an accurate statement.) It isn’t because spas are clever at marketing and people are being duped. It is because people are more stressed out than ever and professionals at spas are dedicated to caring and nurturing guests who are seeking what spas offer. The fact that the spa and wellness industry is thriving – even during a recession – is no small matter. It is also, by the way, a huge job creator.
Here is the future. Medical = drugs/surgery = expensive. Wellness = prevention = less expensive. While a visit to spa and wellness destinations may not magically turn someone from unhealthy to healthy, they can help people change directions. For many, that is a real bit of help.
I do agree with Jesse on a few things – including the unfortunate use of those ionic detox foot baths that are clearly a waste of money. Alas, they bug me too. Here is a resource that people might find helpful: http://www.spaevidence.com. It is a website that shows which spa and wellness modalities are evidenced based.
Also for the most accurate history of the term wellness – including how the World Health Organization defines it today – here is a link to the SRI International research study that traces the word from its beginning. Check out Appendix A (page 68-80).
My prediction for 2013? Corporate Wellness and Wellness Tourism will become huge.
Thank you Susie…I ‘crown’ you the spa industry’s greatest cheerleader! I saw the article and as I described it to Neil Jacobs, it made the industry sound somewhere between ‘alternative weird and self serving.’ Happy New Year…I too predict it to be a great one! all my best, Judith
Hi –
I saw your post and read the NY Times article. Wanted to let you know that I routinely pass along the Spa Evident URL to colleagues (and prospects). Thought the tone of your reply was on the mark …
Lou
Susie,
coming on the heels of The Economist article bashing spas, the NYT piece is even more muddled. Sending a novice reporter to Rancho La Puerta for a 2-day sampling is not the way to experience a wellness retreat. Nor does he know the difference between a destination spa and a resort spa.
But this is just another example of media stupidity.
Hopefully, your response will push industry leaders to develop educational programs for editors.
When the editors at Random House invited me to discuss my book proposal (way back in 1985), they surprised me by saying “spa” would not be in the title.
Why? Focus group studies in Manhattan had convinced these media mavens that spa was a turnoff for their target buyer. This was to be a guidebook for Yuppies!
First published as Fodor’s Health & Fitness Vacations, it barely sold enough copies to justify a second edition. Jeffrey Joseph recognized the image problen, and invited me to be the only journalist at SpaFinder’s retreat held at New Age, leading to birth of ISPA.
To this day, the industry has not honored our commitment to educate the public and news media. We have an opportunity March 19th at the National Press Club. Thanks for support; Hope to see you there.
Best wishes for a happy and healthy year,
Bernard Burt
PS: The second edition of my Fodor book had spa in the subtitle. And my new title – Fodor’s Healthy Escapes – was an instant success.
Thanks Bernie for contributing your thoughts which I will share via my blog. I do agree that there is still a perception problem out there, however I do think we are making progress. It certainly helps reinforce the need for us all to be working together with an industry voice that champions the great parts of what we do.
Fortunately no one writer will have the last say…it will be the consumer and they are speaking quite loudly. They like spas, the word “spa” and are saying so with their dollars. In the end, that’s what wins.
I guess we should be flattered that there is a bit of “bashing” going on…decades ago, that wouldn’t have resonated. Perhaps it is somewhat like those late night shows that make fun of everything popular. If you are on the list…at least you are “in” even though they are poking fun.
Dear Susie,
Thanks so much for passing the artlcle on – it was timely and strangely inspiring. My New Year’s resolution is to continue/accelerate initiatives that promote the industry so we can make millions of people genuinely happier and healthier. Thank you for all that you do – I’m so grateful to have you as a role model. I look forward to interacting with you as the new Wellness Alliance gets off the ground, and contributing as much as possible to GSWS.
Warmest regards,
Sam
It really does speak to the need for all of us as an industry to work together and glad there are people all over the world who are passionate and engaged. I always look to you as the champion of the whole Asia region as you have certainly made a huge difference there. Together with all the others who are as passionate as we are, I do think that the needle is moving. One of the reasons we decided on the theme of “A Defining Moment” for the India Summit, is because we really do see the tide turning and sense that our time together in Jaipur will make that the case for our industry, our businesses and each of us personally.
Wishing you all the best for 2013!
Susie
When I read Jesse McKinley’s recent article entitled “Destination: Wellness” I realized right away that he really doesn’t get it. Wellness isn’t about running all over the west coast sampling retreats, resorts and destination spas for one night each . . . it’s about making a commitment to being well. While that might sound “high-falutin’,” it’s really not.
If Mr. McKinley truly wanted to provide his readers with a service, rather than a laugh (and not a very good one), he should delve into wellness destinations with an open mind as to what they are truly about.
Wellness destinations aren’t about defining “wellness” as those of us in our business know that it isn’t “one size fits all.” Wellness is about balancing your life so that you can live better and enjoy more. Wellness is about eating well whether that means local, organic, vegan, vegetarian or simply enjoying different foods eaten in reasonably-sized portions; wellness is about finding ways to move whether that’s in a gym or on a hike, in a plyometrics class or dancing; wellness is about getting enough, high-quality sleep – something we tend do more of on vacation than in “real life; wellness is about de-stressing which can be through massage or yoga or mediation or reading a book; and wellness is about connecting in a meaningful way which places like the Esalen Institute and Rancho La Puerta are masterful at.
It’s not that “wellness” has to be so serious, but that it’s not about “ionic detox foot baths.” In fact, if Mr. McKinley had done more research he would have learned that there is no credible science behind that treatment — as the saying goes, “caveat emptor.” When journalists like Mr. McKinley focus on foot baths, nude bathing, “crowning” and watsus, they are missing the point of wellness destinations which is to learn ways of living a healthier lifestyle. If that should include those activities and treatments (although I would never include ionic foot detox baths in any vacation or daily life), so be it as it can be beneficial to try new things. But he takes a very long time to come to the conclusion that wellness is not only for the well-to-do or fringe new agers, but actually may have some value in that you are taking time to focus on yourself in a healthy way. This is a lesson that is accessible to everyone whether you go to a wellness destination or not and certainly something that the New York Times could do a much better job of reporting.
Happy New Year everyone. Susie, thank you very much for sharing the article and providing the opportunity to comment and connect with each other. The article is a reminder for all of us in the industry to stay focused on our shared goals. We are in the process of polishing the tarnish off of spa. “Spa & Wellness” is growing in very strong and positives ways.
I agree that his article was mildly amusing and agree with Sallie that Mr. McKinley missed the point entirely. In fact, I think he wasn’t quite sure what he was looking for in the first place. My sense is that he has a vague notion of what wellness is, and can’t see the forest for the trees – or doesn’t WANT to accept anything that contradicts what he feels to be his truth.
Fair enough – I guess perception is everything and one wonders how many others try our spas thinking they know what they’re looking for and are disappointed when they don’t – either because we haven’t managed to deliver or because we have failed in communicating the health benefits of the experience.
As a wellness coach with a spa background, I’m finding that there is a plethora of definitions of wellness and I think the public is confused – just as they have been by the term “spa.” We have to keep plugging away at educating our clients and especially the media as to what wellness means in the context of spa and how spas help us create and sustain personal wellness through treatments and lifestyle programs.
Once we all can agree on a general definition, we’ll ALL have an easier time moving forward.
Happy New Year and all the best in 2013!!
Well, the guy was on a mission. Of course he was stressed out and stressing out even more knowing that he couldn’t enjoy anything on an overnight traveling all over California. And he had a deadline! He went there to work, not relax and take advantage of the healing services spas can offer.
Jesse McKinley should be prosecuted for a hate crime – that of distorting, maligning and misrepresenting the nature of two innocent parties – the destination spa industry and the wellness concept. His communications about both are abysmally deluded and uninformed. But, as a self-appointed spokesman for the latter, I refuse to press charges and urge spa industry leaders to join me in a different kind of response, namely, having a good laugh about it and then organizing to get even!
The way to get even is to work with Susie Ellis and others who possess an expansive, science-based vision for REAL wellness in order that spas might evolve in ways consistent with their untapped potentials. With solidarity around a meaningful understanding of the nature and appeal of genuine quality of life programming, a new order of spa offerings will emerge that, in short order, would attract better writers to visit better spas to study and describe better wellness programming. That’s the response that will turn this lemon of an article into something a lot more than just lemonade. And, after all, haven’t we all often heard that there is in every setback or crisis an opportunity? Let’s seize this one.
A first step carpe diem-wise is to look on the bright side – Mr. McKinley, while producing an unflattering overview of the industry and an insipid misinterpretation of what wellness represents, did in fact get three things right – 1) mentioning Halbert L. Dunn as the originator of the phrase “high level wellness,” 2) referencing the watershed 2010 Global Spa and Wellness Summit report by SRI and 3) mocking a good number of ludicrous offerings that some spas offer simply because it doing so is profitable, without too little regard for the damage such self-evident chicanery (e.g., ionic detox foot baths) inflicts upon the reputation of the industry.
The next step is to further explore the true, best nature of wellness. Sure, it includes the usual and customary elements, such as exercise, nutrition and stress management. But, these are fragmented parts of the whole. A systematic approach to the concept is needed to make clear to one and all that a wellness way of functioning in life is more than a lifestyle. This way of thinking and acting is far more than a matter of medical self-help. It is, in fact, a perspective that transcends health. It is about life – it deals with elements properly associated with philosophy. For spas to promote wellness is to transition from alternative medicines and anti-aging products, medical clinics and fitness centers to concerns for living well, for explorations of meaning and purpose, for the art of creating and sustaining supportive environments and communities and for assuring daily experiences of serenity, peace and fulfillment in good times and bad.
The skill areas or dimensions that can be studied and taught as genuine wellness include reason (critical thinking, respect for and appreciation of science), exuberance (joy and humor, pleasure and happiness), athleticism (includes fitness and a whole foods plant-based diet) and liberty (organizing one’s life so as to realize maximum personal freedoms).
There are two basic problems with our health care system, the latter of which is of course a sickness system that does not in any meaningful ways promote positive well being in the quality of life sense. The two problems are these: People expect too much of it and too little of themselves. We can all profit as individuals by recognizing that wellness is up to us – nobody is going to do it for us. Destination spas can profit – and better serve the people of this country, by developing creative, interesting REAL wellness offerings that bring respect and appreciation of the industry and, most important, facilitate better lives for clients in the years to come.
When future, wiser reporters from the New York Times and other media come to spas and discover centers for higher education in whole person well being, they won’t have “ionic detox foot baths” to kick around. Instead, they will write about the myriad ways ways in which physical, mental, emotional and existential interests are nourished and advanced.
Mr. McKinley parallels a percentage of our population who believes that taking care of your health means that you visit a health professional and they are responsible for keeping you well or making you well. Before visiting any wellness center or medical professional a person should have set goals and made a commitment to improve their health and wellness. To visit a health or wellness center without a plan, goals, and objectives in place is a waste of his time and ours.
Mr. McKinley goals and objectives did not appear to be to improve his health, and he obviously did not set out to accomplish that. He may or may not have visited or experienced the best we have, but his goals were clearly not consistent with ours either.
Ed
It saddens me when journalists who are able to reach so many people do not do a thorough job on the subject they are writing about. Though I often have definite opinions about many of the common spa offerings, the one important message from destination spas and resorts is that you can step out of your stressful life and take time to explore other ways of being. The beauty of a spa can be that one treatment can be life changing to someone. There are options for everyone, all with the goal of relaxing and promoting wellness and a healthier life style. If someone can not do this in his life, then at least there are places to go that offer him time out from what he is presently living, to feel and experience a different way.
I can see how this article might be viewed more as entertainment, as opposed to informative and that many readers enjoyed it for just that. And the comments questioning expensive wellness regimes when there is such deep worldwide poverty, definitely shows that the very bright trend in human kindness is still strong and continuing to spread. I also now see that most people do have their own simple ideas of wellness, whether it’s just unplugging, walking, cleansing, reading, meeting, horseback riding, clean eating, or sleeping, and that’s really good too. So for me, the conversation that was sparked was encouraging and left me feeling good…and well.
If the american invention and definition ‘spa’ (DAYSPA,skinspa,footspa,nailspa,dentalspa,dogspa,autospa, etc) would have been from the onset ‘s.p.a.’ by its original definition this confusion would not occur. Trade magazins are loaded with cosmetics. Wellness programming may or may not be part of it. The USA industry has been struggling with this concept as long as i can remember when a consumer came into my facility, interested in purchasing a jacuzzi. Hi berni i wish you well. Stop by for a beer bath followed by a foot detox! Reinhard
Mr. Jessee McKinley represents the vast majority of the public out there who are confused at the real concept, meaning of SPA and Wellness. This article gets this reality on our faces ( not so good a feeling ), to remind us how much more work we have to do. Sure, the industry has its challenges, a dark side even but for as long as we are in good faith to create excellence, the good will out weigh the bad. We are a sunrise industry and we have the golden opportunity to lay the building blocks of how the consuming public will perceive us. Mr. McKinley, definitely needs more TLC , high touch and less of technology assault for him to see the brighter side of life. He needs compassion more than being scorned for being judgmental about our industry, real or imagined. How many more Mr. McKinleys , are out there who needs a “genuine wellness experience “, mind , body and soul . This is our life long challenge in our wellness journey. A blessed 2013 to everyone !
To me, wellness is a state of mind just as much as a state of being. And as we start 2013, I am EXCITED by the great progress our spa and greater wellness industry (of which SPA is a key part) has made. Proof of our progress? An article by the name of “Destination: WELLNESS” was in the NEW YORK TIMES. Thanks very much to Jesse for proving that people ARE indeed talking about improving their wellness, no matter what the path or the chatter!
I love that several of you (especially Susie and Samantha) find inspiration in this article and not just frustration (which was my first response). I want you to know that you’ve motivated me to turn this ‘lemon’ into ‘lemonade.’ This week is the start of FGCU’s spring semester and today is the first day of one of our hospitality school’s course “Spa Industry Customer Experience.” I’ve decided to start this class by reading the article in hope to ignite some discussion about the variety of experiences spa guests can have….both good and bad. The course is all about what the spa guest encounters. In the course we examine spa design, menu development, spa service benefits (using spaevidence.com research), product selection, marketing, spa counseling, etc. all in hopes that these future spa managers have the knowledge to create the best experience for the guest. Clearly we didn’t do our job in Mr. McKinley’s case. It’s my hope that my students will be inspired to do a better job with their spa customers.
Hi Susie:
I commend you on your courage in tackling this article head-on. I do have some strong opinions, based upon my years with MyDailyHealth and the positioning/messaging of “wellness.” The NY Times article, as unfair and dismissive as it is in places, speaks to a consumer and industry bias that SpaFinders can aggressively, tangibly address. If you like, we can talk more after your return from CA.
Best,
J
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