We live in a hectic world whose frantic rhythm is affecting the lives of millions of people all over the globe. From stress-related problems to childhood obesity, our current environment seems to be out of control. However, the good news is that there is an increasing awareness among people regarding the need to improve their lifestyles.
Thanks to such awareness, the spa and wellness industries have been redefining their service offering. Not only by stressing the preventive approach and health benefits our treatments and therapies can offer but also by forging different partnerships with different actors within the healthcare industry.
Similarly, different brands across the world are jumping into the spa and wellness wagon to meet the needs of our hectic world and transform the increasing demands for healthier lifestyles into profitable business opportunities. In the following lines, we would like to discuss brand shifting and the positive impact it has in our field.
Vivimos en un mundo agitado cuyo ritmo frenético está afectando la vida de millones de personas en todo el mundo. Desde problemas relacionados con el estrés hasta la obesidad infantil, nuestro entorno actual parece estar fuera de control. Sin embargo, la buena noticia es que hay una creciente conciencia entre la gente sobre la necesidad de mejorar sus estilos de vida.
Gracias a esa conciencia, las industrias de spa y wellness han ido redefiniendo su oferta de servicios. No sólo haciendo hincapié en el enfoque preventivo y los beneficios para la salud que nuestros tratamientos y terapias pueden ofrecer, sino también mediante la creación de diferentes sinergias con diversos actores de la industria de la salud.
De la misma forma, las diferentes marcas de todo el mundo están saltando en el carro del spa y el wellness para satisfacer las necesidades de nuestro agitado mundo y transformar la creciente demanda de estilos de vida saludables en oportunidades de negocio rentables. En las siguientes líneas, nos gustaría hablar sobre los cambios en las marcas y el positivo impacto que estos tienen en nuestro campo.
Brand shifting on the rise
Contrary to what several marketing gurus have been predicting, “strong brands are now even stronger,” states Alexandra Plessier in a recent article published on The Weekender, the official blog for the Global Spa & Wellness Summit. This consolidation of brands is mainly the result of smart brand shifting, one of today’s hottest trend in marketing.
Early pioneers of brand shifting include fashion design companies such as Armani, Bulgari and Missoni, which have been using their already popular brands to open hotels all over the world. Likewise, brand shifting has been recently used by companies like IKEA and Virgin Airlines to forge partnerships with well-known hotel chains across the globe.
Whole Foods
Brand shifting is also targeting the demands for healthier lifestyles. Just recently, the American supermarket chain Whole Foods announced it is planning to open a health resort/destination spa at its headquarters in Austin, Texas. The new resort, a place “where people could eat healthy and learn about healthier lifestyles,” will be built in partnership with a hotel chain.
This initiative goes in line with Whole Foods’ own corporate mission, which is committed to natural, organic food and social responsibility. According to Carolyn Gregoire from The Huffington Post, this is a promising move if one considers “the increasing number of travelers heading to destinations spas around the globe, many of which now offer healthy lifestyle counseling, as well as yoga and meditation classes.” Similar projects, targeting healthier lifestyles, include NBC’s plan to open a new resort inspired on the popular TV program The Biggest Loser.
Business opportunity
Brand shifting targeting healthier lifestyles is a promising business opportunity for the spa and wellness industries. Besides consolidating the mainstream appeal of our field, brand shifting will continue to bring more players and competition, which “can be good for the industry, if we take this opportunity to forge new partnerships and learn from companies who bring new ideas and new resources.”
We believe brand shifting focusing on spas and wellness is a great business opportunity for our field today. Apart from the synergies we are currently building with the healthcare industry, we can play an important role in the initiatives that different brands are designing to meet customer demands for healthier lifestyles. All things considered, we can’t be in a better position to improve our business while making a positive impact in the world around us.
El aumento de los cambios en las marcas
Contrariamente a las predicciones de algunos gurús del marketing, “las marcas fuertes son ahora todavía más fuertes”, afirma Alexandra Plessier en un artículo publicado recientemente en The Weekender, el blog oficial de la Global Spa & Wellness Summit. Esta consolidación de las marcas es principalmente el resultado de un proceso efectivo de cambios en las mismas, una de las tendencias más populares del marketing de hoy en día.
Los pioneros de los cambios en las marcas incluyen empresas de diseño de moda como Armani, Bulgari y Missoni, que han estado usando sus ya bien establecidas marcas para abrir hoteles a nivel mundial. Del mismo modo, empresas como IKEA y Virgin Airlines han implementados cambios en sus marcas a través de colaboraciones con conocidas cadenas de hoteles en todo el mundo.
Whole Foods
Los cambios en la marcas también están apuntando a satisfacer la actual demanda por estilos de vida más saludables. Hace poco, la cadena estadounidense de supermercados Whole Foods anunció que tiene previsto abrir en Austin, Texas, un spa con características de resort encaminado a la salud. El nuevo resort, un lugar “en donde la gente podrá comer sano y formarse en materia de estilos de vida saludables”, se construirá en colaboración con una cadena hotelera.
Dicha iniciativa va en línea con la propia misión de la empresa Whole Foods la cual está comprometida con los alimentos orgánicos y naturales, así como con la responsabilidad social. Según Carolyn Gregoire de The Huffington Post, este es un paso prometedor si se tiene en cuenta “el aumento del número de viajeros que se dirigen a spas alrededor del mundo, muchos de los cuales ofrecen asesorías sobre estilos de vida saludables, clases de yoga y meditación.” Algunos proyectos similares, enfocados en estilos de vida más saludables, incluyen el reciente plan de la NBC para abrir un nuevo resort tomando como fuente de inspiración el popular programa de televisión The Biggest Loser.
Oportunidad de Negocio
Los cambios en las marcas que apuntan a estilos de vida saludables representan una prometedora oportunidad de negocio para las industrias de spa y wellness. Además de consolidar el atractivo general de nuestro campo, estos cambios continuarán trayendo más actores y mayor competencia, lo cual “puede ser bueno para la industria, si aprovechamos esta oportunidad para forjar nuevas alianzas y aprender de empresas que aportan nuevas ideas y nuevos recursos”.
Creemos que los cambios en la marcas que se enfocan en el spa y el wellness representan una de las mayores oportunidades de negocio que nuestro sector puede aprovechar hoy en día. Además de las sinergias que estamos construyendo con la industria de la salud, podemos jugar un papel importante en las iniciativas que diversas marcas están llevando a cabo para satisfacer las demandas de clientes interesados en estilos de vida más saludables. Considerando todo lo anterior, no podemos estar en una mejor posición para mejorar nuestro negocio y generar un impacto positivo en el mundo que nos rodea.
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