In 2009 we launched our series of discussions about niche market opportunities - markets where cruise lines can grow market share and revenue. The first niche in the series was the spa market. We sized the spa market for revenue potential and subsequently blogged a marketing strategy for how to successfully acquire share. This is the final post in the spa series, covering current cruise industry trends in the spa market.
Undoubtedly the oncoming demographic waves of boomers have an appetite for new senior lifestyles that emphasize active travel experiences and spending on rejuvenating the mind, body and spirit. Cruise lines are quickly positioning to take advantage, with the primary spa trend being the development of special spa cabins.
For example, the newly launched Holland America's Eurodam has 56 spa cabins, staterooms located close to the Greenhouse Spa that offer special in-room amenities. They include a designated spa concierge to book treatments and four exclusive spa packages. Passengers can choose from Spa Staterooms on the Observation (floor-to-ceiling windows and scalloped verandas) and Panorama Decks.
Celebrity established an "Aqua-Class" for its new ships (Solstice, Equinox and Eclipse). Guests have unlimited access to the spa's relaxation and thermal rooms, plus services of a spa concierge and free dinner in Blu. Other perks include upgraded robes and slippers along with in-room aromatherapy.
The Carnival Splendor offers 68 spa cabins connected to the ship's 21,000-square-foot spa, and include free access to the spa's relaxation suite. The new 3,646-passenger Carnival Dream will include spa staterooms with priority reservations, free access to fitness classes as well as the steam and sauna in the thermal suite.
Two new ships from Costa, the Luminosa and the Pacifica, will have special staterooms that allow guests to access a spa via a private stairway or elevator. Two spa treatments are built into the cost of these rooms along with meals at a restaurant serving healthy cuisine.
On NCL's upcoming Epic a new category of spa staterooms will also be introduced. With cabins located near the spa, guests will have access via an exclusive key card. The 39 staterooms will also have 24-access to the thermal suite and each spa suite has its own whirlpool.
Another new ship, the Seabourn Odyssey, will introduce the largest spa facility ever on a luxury cruise vessel, at 11,400 square feet (spanning two decks). There will be seven private treatment rooms that (along with ocean views) have a dry float bed to envelops the user in a warm cocoon of relaxation once the body wrap ingredients are applied. Seabourn ships have always offered the "Firmatone Aroma Spa Ocean-Wrap" that smartly ties in the ocean/water healing experience by combining the richness of sea plants and marine algae with aromatherapy.
The Odyssey will also feature a separate spa deck above the main spa housing two private spa villas available for half-day rentals complete with dining areas, bathing areas and wraparound terraces.