There are different emerging trends in this industry and five of them are discussed below. The emerging trends for the resort and spa industry will be useful to understand future projections for the industry. Hotels and spa category are seeing intense competition in this schema and the major players are found to exploit resources to maintain high-profile brands. The companies need to focus on creating a value to the brand (McNeil and Ragins, 2005). The people consider it as privilege to use certain service offering of some brands. In this schema, the companies need to develop their own brand image in order to survive or sustain in the current markets. These are found to be increasingly growing in the current times. The companies need to find ways to sustain and grow in this schema. Hence there must be creation of more luxury brand and the unique service offering by the companies. These are the main factors that the companies are trying to create in this system.
The shift in consumer demand towards unique travelling experience creates opportunities for hotel operators to develop distinctive brands, properties and services. The spa industry tries to create a newer schema and try to create uniqueness in their service offering. There are a number of combinations of services that they try to infuse. These lead to the increase of the uniqueness of the services. They come up with a number of ways to address the consumer needs and demands. There are continual process changes that these companies try to infuse. These are some of the ways in which the companies are trying to attract the consumer base. There is focus on creation of a larger brand to increase the consumer appeal (Johanson, 2004). The next factor is changing the consumer demands hence there is the need to infuse the technology. These are explained in the following.
As for the adoption of newer technologies, there is a continual need to focus on increasing the branding and creation of unique experiences. This can be done by the use of technology. The companies use social media to market and to listen to the needs of the consumers. The people in the social media are focused to create an appeal. They are then using these technologies to increase the niche consumer base of the companies. There are changes that are observed in the infrastructure to meet these demands. The spa services can be customized by online booking and a number of innovative online services are found to be in place based on these factors. These are some of the ways in which the technology is used by the company to increase their brand patronage. Consumer worries in the current times are focused on environment (Ellis, 2008). These are explained in the following.