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Spa, already a big business, is getting bigger, according to figures from the Global Wellness Tourism Congress (GWTC) released at ITB Berlin on March 7. The research, done by SRI International for the GWTC, assesses the global wellness tourism market at $439 billion, with 77 percent of all expenditures coming from tourists originating in Europe (36 percent) and North America (41 percent). On the product side, spas have evolved rapidly from the curative spa to the destination spa of today. As destination spas continue to evolve their services, their marketing is also evolving.

Increasingly, spa goers are looking for treatments and products in the spa that are authentic expressions of the destination. The following examples from the world of wellness exemplify this trend: one in Italy, one in New Zealand and one in Taipei.

The Hilton Queenstown Resort & Spa recently unveiled the Evolu skincare. Created by New Zealand’s Kati Kasza, the line uses natural ingredient such as native ferns, flax and kawakawa (a coastal plant), along with other pure components ranging from New Zealand manuka honey to marine wakame algae.

The eforea spa treatment called Body mud, for instance, uses New Zealand avocado pear oil for its softening and smoothing properties, combined with New Zealand kanuka tree oil, known to be healing and antimicrobial.

Eforea is offering a seasonal special for spa guests until the end of May. The eforea Natural Balance package uses only the new Evolu range. The 90-minute NZ$145 treatment involves three components: Replenish, a total body exfoliation; Rehydrate, where plant-oil therapies are massaged into the skin; and Refresh, an express facial customized to each client’s needs.

The Evolu range will also be used exclusively in the spa’s Escape journey, one of three distinct treatment collections available at eforea. The Escape menu features tailored facials, body wraps, body scrubs and massages with the highlight of the mix being the 90-minute Purifying Body Experience involving a body scrub of native crushed walnut and kiwifruit, a wrap of mineral rich mud and botanical extracts, a scalp massage and a rhythmic full-body massage. That promises to use local cultural practices and wellness rituals.

Hilton Queenstown has three spa and accommodation packages currently available: The Mid-week Spa & Golf offer, The Detox & Purify package, and the indulgent Relax at the Resort deal. The Detox & Purify Package, for example, is priced at NZ$395 a night and includes a 60-minute purifying experience at eforea: spa, with the Rest & Restore Body Wrap; a detox smoothie post treatment in eforea’s transition lounge; a further 15 percent off spa treatments during the stay; overnight accommodation with a fresh local breakfast; a half day bike hire for two, including helmets and Hilton specific Jacks Point riding trail notes; late checkout and daily access to Internet.

Mediterranean Boot Camp

In Italy, a new program from Borgo Egnazia, a luxury resort on Puglia’s Adriatic Coast will launch a new wellness program this spring. FU’RE, which means “outside” in local Apulian dialect, is a six day non-conventional fitness program that focuses on activities geared to cleanse and revitalize the mind, body and soul.

The FU’RE program will adhere to VAIR’S philosophy of incorporating local traditions as well as ingredients, and will combine a series of indoor and outdoor experiences designed to leave guests energized and rejuvenated. The aim of the week-long retreat is to go beyond traditional weight management but to also improve vital functions, promote concentration, reduce stress, and counteract mental and physical aging.

The FU’RE program capitalizes on the benefits of the Mediterranean diet and the region’s culture with fitness activities inspired by local dance, and boot camp training, as well as relaxation and stress reducing treatments such as music therapy and salt-water flotation sessions in VAIR’s Roman baths.

“The FU’RE program is a distinctive experience that incorporates as much about Puglia as possible. We conduct fitness class outside and by the sea but also try to bring in the Apulian culture through traditions such as local dance and music,” said Borgo Egnazia Owner Aldo Melpignano.

FU’RE is available at two intensity levels. The Low Intensity program, recommended for those who are beginners, and a High Intensity program geared towards people who work out regularly. A typical day begins at 9 a.m. with an intense outdoor workout by the sea or in the nearby countryside, among the olive trees. The afternoon session, which goes from 4 p.m. to 6 p.m. includes additional exercise and spa activities such as massages, detox treatments and yoga.

A passionate expert of the Mediterranean diet, VAIR’s resident dietician Dr. Agostino Grassi works closely with the Chefs at Borgo Egnazia to create customized menus for guests and their dietary needs using only the freshest local ingredients, some of which are grown directly on property. Using the latest tools of measurement, Dr. Grassi teaches guests to pay attention to what and when they eat. The price of the FU’RE program is €1,350 ($1,800) for six days, in addition to accommodation. Room rates begin at €220.00 ($286) for a standard room in La Corte. Guests are welcome to choose any accommodation of their preference at Borgo Egnazia.

Taiwanese Time Rites

Like Taipei itself, the spa at the soon-to-open Mandarin Oriental will combine ancient Chinese traditions and the scientific research and results-driven approaches of the West. Both the spa’s Time Rituals and Oriental Harmony signature treatments begin with a private therapist consultation in order to determine each individual’s personal and current state of wellbeing. The treatment and oils are then tailored to each guest in order to leave the body, mind and spirit in harmony.

Mandarin Oriental’s bespoke Time Rituals encourage guests to book time rather than specific treatments, so that the service can be tailored to meet individual needs, while during the Oriental Harmony treatment, four hands work in unison to inspire a harmony of the senses. Guests are also provided with nutritional and exercise guidance after their treatments, in order to extend the beneficial effects of the program at home.

The Spa at Mandarin Oriental, Taipei will offer guests a series of innovative and restorative spa journeys inspired by Asia’s local culture and wellness rituals. These complete body journeys last up to three hours, and encompass a range of various treatments. “Formosa” is a Taiwanese inspired therapy featuring a fusion of butterfly massage techniques whilst “Zen to Soul”, is inspired by Japanese healing philosophies, highlighting warm bamboo and holistic massage to aid the release of muscle tension, increasing flexibility and enhancing harmony. “Secret of Siam” draws guests into a heightening of the senses with traditional Thai techniques and organic products. The Spa at Mandarin Oriental, Taipei will offer guests a range of Yoga classes, to inspire dedication and help one to achieve the wide ranging benefits Yoga introduces to one’s life. Tai Chi, Pilates, Aerobics, as well as a range of other activities will be available.