Spas are seeing more men, a less-is-more approach for guests

NEW YORK (AP) — Spa visits and the money they generate reached record highs last year in the U.S. with $18.3 billion in revenue driven by 190 million pampering trips, according to the International Spa Association.

The leading industry group for spa professionals recently held its 25th annual event for media to show off trends and services among its 2,300 members. Garrett Mersberger, the association’s board chairman, broke down a few highlights for The Associated Press:

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LESS MAY BE MORE, AFTER ALL

Some spas have been slimming back the services they offer as they focus more on customization, said Mersberger, who is also the director of sales, marketing and spa for Blue Harbor Resort in Sheboygan, Wisconsin.

“The idea is to reduce that menu to make it all about the individual guest at that exact moment in time,” he said. “When I book, I don’t want to have to

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