The Big 5

To add to the challenge, we have at least five generations who view expense and enrichment very differently.

1 Baby Boomers 1946 - 1964
They are slowly entering their sunset years as the lead generation to watch. They were the creators of “50 is the new 30”, refusing to get old. They may now well be more mindful of spending than any other generation, although they still have vast spending power. Because of their self-ish nature however, they still believe they should have it all, and have it now, so the enriching experience is probably of paramount importance to them. They are confronting bigger challenges than ever with their age; therefore they are the most prominent generation needing spa “cures”, at great value, with a moving experience.

2 Cuspers (Late Bloomers; Generation Jones) 1954 - 1965
This generation is a “moral belief system”. Bridging the gap between the Boomers and Gen X, they have the ability to identify with all other generations and therefore may lead well (think of your staff needs here). They respect tradition but believe in equality (they may therefore be more accepting of well designed co-ed comfort zones than some others might be); they still believe in older practices (European facial and Swedish massage), but embrace technology wholeheartedly (photo facials and bio-feedback); they are philanthropists; and challengers to the boomers.

As clients, being a very reasonable generation they probably do not have unrealistic expectations of the spa, but will perhaps place great emphasis on being “one of the group” and therefore may look for genuine personal efforts and interaction with their therapists and the Spa Owner. As well, they will look for fair market value with good incentives. To them, this proves there is meaningful interest in retaining their business and enriching the business/personal connection.

3 Generation X 1965 - 1979
These self-reliant, non-conformists coined the phrase “multi-tasking”. They tend to bump the rules and go for freedom and flexibility vs. rigid formalities. So, they may appreciate customization and multi-technician treatments in the spa, more than most. They don’t believe in established practices and protocols, so they may prefer to book spa time, vs. spa services. They look to friends before family, as they are the original “latchkey kids” (kids carrying their own keys), and as a result, they will probably enjoy relating to their therapist as a peer, rather than a professional authority figure. They will tell you what they expect in the process and they will look for the “fun factor”.

They witnessed their parent’s job insecurity and an economic downturn, so they may be committed to individual therapists, but not the spa. They may hesitate on pricing if it is not “tailored to their needs”, but will most likely tip well; spend on those products that their therapists have enjoyed; and return often if there is a personal connection with their service provider.

4 Generation Y (Millennial) 1979 - 1997
These “loved ones” mean everything to their parents and are starting to show up in droves at the spa. All this parental attention has developed high levels of self-confidence and even over-confidence!

They will probably question and compare your choice of products and techniques used, and while you are servicing them in your “cell-free zone”, they will promise only to text their friends. They love the feeling of teams and camaraderie, and may therefore enjoy group visits and guest interaction in the comfort areas of your spa.

They were raised communicating with adults and may therefore respond well to, and even look for the attention from the Spa Director and/or Spa Owner. Due to parents focusing on more deliberate development for these kids, they may be inclined to choose structured services and packages vs. the “latchkey kids” who demand customized experiences.

5 Generation G For “Generosity”
Giving is the new taking. Anyone who feels the importance of generosity, please go to: http://www.trendwatching.com/briefing/ - This information is fascinating and refreshing.

But beware. In order to merge with, or call yourself a Generation G, you will need to be able to justify prices; esthetic values/usefulness; quality; enrichment; and outcomes of your services; products; and those who administer them.

Good luck and enjoy your findings!