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Hyatt tracks international treatment trends

Research by Hyatt Hotels & Resorts reveals that the quality of spa facilities is now crucial to the success of luxury hotels

Research conducted into spa operations at the 80 HyattPure spas in operation at Hyatt hotels around the world has revealed that of the 1.4 million services performed in 2005, massages were the most popular spa therapy, constituting 65% of all treatments. By far the most popular type of massage was the Swedish massage, which was chosen by a massive 85% of all massage clientss.

Hyatt also uncovered some emerging trends in the behaviour of spa visitors. For instance, male clients represented some 35% of the one million guests the spas received last year, suggesting that spa treatments are becoming increasingly popular with men.

The research also indicates that spa treatments are now important not just to leisure travellers but are becoming increasingly important to those on business trips too. Hyatt has seen that having quality spa facilities on offer at a hotel or resort can even help to increase attendance levels for business events.

"There is research and a growing feeling that the use of spas and other fitness and health-based programmes while travelling improves the performance of meeting attendees," said Gordon Tareta, assistant vice president of spa operations for Hyatt Hotels and Resorts worldwide.

"We all know that fitness, nutrition and well-being are important parts of travel today. There is a vast body of research citing that these activities improve a person's cognitive ability and recall," he added.

In light of the new trends and changing behaviour patterns of hotel guests highlighted by its research, Hyatt recently took the decision to replace its 'Spa Hyatt' concept with the 'HyattPure' global spa portfolio, designed to offer more authentic spa experiences, using products and techniques that reflect the local culture of the country in which each hotel is located.

"We want to be able to offer each of our guests a unique experience. Travellers today are looking to explore different cultures so we are creating an experience that is organically linked with the traditions of the destination," said Tareta.

“By employing cultural sensitivity and taking a culturally appropriate approach to the spa experience we are ensuring that every HyattPure spa is unique to its location, demographic and root wellness tradition."

In Dubai, the Park Hyatt's Amara day spa has been offering a wide range of traditional Arabic beauty and holistic treatments since it opened in September last year, and has been rewarded for its efforts with a listing in this year’s 'Global Guide Hot List' in the May issue of USA Condé Naste Traveller magazine.

Explaining its choice of Amara as a Top New Spa, the magazine paid tribute to the spa's "hour-long Shiffa Rose Bliss massage using a balm made from a thousand Damascus roses [and its] rhassoul ceremony, which uses three organic muds to detoxify, heal and exfoliate."

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