What will it take to serve the needs of the spa consumer in 2020?

By Alison Howland

12 March 2013

That's the question we posed to Alison Howland, President of Spa Success Consultants in Palm Beach. To answer it, her systematic approach was to look at the special characteristics of each age segment, fast-forward to 2020, and visualize their future expectations. Here are the fascinating results of her thought process.

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About The Hotel Yearbook

The Hotel Yearbook is a family of publications that call upon a wide-ranging group of senior executives, analysts, consultants and opinion leaders from all over the world to ask, "What lies ahead for the global hotel industry?" In The Hotel Yearbook - whether it is the highly respected annual edition or any of the special editions focusing on such critically important themes as technology, talent development, or the digital world - our forward-looking contributors share with readers the key trends and developments that they believe could have an impact on the performance of the hotel industry in the future. Visit www.hotel-yearbook.com.

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Alison Howland

Spa Success Consultants, Inc. was founded by Alison Howland, former Director of Spa Development, Aveda Corporation. Her 25+ years experience in the beauty, wellness and spa industry include Spa Management, Spa Development, Education, Sales and Marketing. Her certification in Esthiology, Ayurveda, Aromaology, and Total Quality Management and keen interest in the environment are integrated with a wide variety of wellness activities. Her belief in constantly growing leads her to attend many business and wellness workshops. Alison's ability to identify projects with potential and create innovative spa experiences are skills few possess. The spas she has worked with reflect authentic and marketable qualities from local culture, embody distinctive spa facilities and guest experiences, and all have a strong emphasis on sustainability, both business and environmental.

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