According to Peggy Wynne Borgman, founder of Preston Wynne Spa in Saratoga, CA, "Today's spa-goers exhibit a greater desire to use a spa as a place to connect with others, rather than just 'zone out' in solitude. Spas now have to be designed with this in mind; Preston Wynne is designing spas with more multi-use space that can be used as lounge/classroom/meeting room, even in day spas. The key is versatility and flexibility. This extends as well to the service menu.
"The neophyte spa-goer is more comfortable visiting the spa 'with' someone else, and 'social' treatments that can be enjoyed together will be the entrée to the spa experience for a whole new market segment. This brings with it the opportunity for a lower price point. High labor costs will also drive the creation of more self-service treatments, which we're including in our new spa menus, a perfect way to experientially bridge the gap between spa care and home care and support robust retail sales."