Blog. 18 March 2022

The SuPER Model: the New Wellness Paradigm

Written by Andrea Bovero 

The SuPER Model: the New Wellness Paradigm

 

In recent years, the identikit of wellness consumers has changed considerably in terms of expectations, needs and consumer habits. It is no longer a predominantly female, affluent target market, aged between 35 and 55, but a wide-ranging, differentiated and competent clientele, which is growing constantly and includes new, increasingly discerning users every year. Numerous studies carried out by the main organisations in the sector – American Spa, Global Wellness Institute, Hospitality Insights, World Spa Organization – have shown that the age range of Spa goers has widened over the last decade: an increasing number of singles, families with children and mature people have started to choose wellness as their ideal holiday destination and Spas have become an important driver in the international tourism offering.

It is clear that these new consumers are different from traditional guests, they express different needs and the very concept of ‘wellness’ has changed in step with society’s changing lifestyle and desires.

Numerous studies have shown that the remedy for stress today is no longer simply traditional relaxation (chaise-longue, herbal teas, half-light, ambient music), but coincides with lightness, satisfaction of the senses, smiles, positive emotions, fun and numerous aspects that have to do with the new sciences of happiness and Psycho-Neuro-Endocrine-Immunology (PNEI).

At the heart of LIFEXCELLENCE, a leader in Spa Business services, is an ambitious idea: to reinterpret the concept of “wellness”, aligning it with the new needs of consumers, who are looking for fun and entertainment rather than traditional holistic therapies and treatments. This philosophy finds full application in the SuPER model, an innovative customer approach that has been designed to meet the new needs of Spa goers, who are increasingly evolved and looking for unique, extraordinary experiences.

SuPER is an acronym that was born from the fusion of four verbs: Surprise, Play, Enjoy and Relax, four elements that should be the basis of any wellness experience. The model stems from the desire to create a deeper bond between the guest and the professional, anchoring emotions and transforming the time spent in the Spa and cabins into a memorable experience.

Surprise is linked to the marketing of the extraordinary – also known as “wow marketing” – which aims to amaze the consumer with intense, out-of-the-ordinary experiences. At the heart of the extraordinary is the creativity and ability of the operator to transform hospitality and treatments into unforgettable experiences.

Play is linked to the theme of childhood, of remembrance – that takes us back to the magical times when we played and experienced reality through the senses. Modern consumers are ‘grown-up children’, immersed in a network of virtual relationships that leads them towards progressive isolation. The best way to interact with customers is to engage their five senses, inviting them to participate and turning treatments into exciting sensory journeys.

To Enjoy or rather experience Joy is a subject that is much talked about today, even in scientific circles. Numerous studies have shown that experiences leave deep marks on the brain. Happiness, worry, love, anxiety are able to cause real changes in the neural network, so much so that the brain changes according to what the mind focuses on. Smiles and good humour are fundamental elements when approaching clients, but are often neglected in the cabin. Hence the importance of reinterpreting reception protocols and treatments and pointing them in the right direction.

Finally, Relax (the relaxation), a concept often misunderstood by professionals. The cure for stress is not only relaxation, understood as tranquillity and peace of mind, but also lightness, joie de vivre, fun, light-heartedness… These are the unconscious needs that are often hidden behind the apparently simple requests of consumers.

The four elements of the SuPER model represent not only the sequential phases of an ideal wellness path, but also the central elements on which every wellness entrepreneur/professional should focus their efforts, in the setting up of spaces, in the programming of treatments, in the creation of the Spa menu and in the selection of products and Spa equipment.

 

For more information check out this links:

 

 Andrea Bovero

Chairman World Spa Organization, Founder and President  LIFEXCELLENCE
www.andreabovero.it  – www.lifexcellence.it  –  www.worldspaorganization.com

A successful book author, he is one of the most highly regarded international experts and critics of Spa-level. The numerous reviews published in Magazines, Blogs and Social Networks have earned him the title of “SPA Spectator”. His consultancy transforms structures into “case histories” of excellence, his courses transform professionals into successful entrepreneurs. He is President of the World Spa Organization, Founder of LIFEXCELLENCE, LIFEXCELLENCE INTERNATIONAL and Scientific Director of the LIFEXCELLENCE International Spa Academy. He was President of the International Committee of Aesthetics and Cosmetology (CIDESCO) Italy Section and member of CIDESCO International PR Committee. After his degree and doctorate in Pharmaceutical Sciences he practiced in the Spa & Beauty sector, holding prestigious roles in organizations. He has taught at Universities in Italy and abroad and has directed the specialized magazines Beauty Line and Modern Aesthetics, publishing articles and magazines. His innovative vision and his interventions in international congresses, television broadcasts and radio programs have made him one of the most influential opinion leaders in the Wellness market.