Spas & Thalasso: conquering the male market

Spas, thalasso and bal-néo-therapy centres, health resorts... the habit of taking the waters, so dear to the aristocracy of the XIXth century, is still alive and well today.^e century has been widely democratised since the beginning of the XXI^e. According to a study by Raffour Interactif for the Thalasseo.com agency, more than nine million French people took advantage of a wellness offer in 2011. Among all these enthusiasts were men, lots of men - a third of these nine million - and among them, a large proportion of business travellers. Pressure at work, smartphone always to your ear, eyes glued to the computer screen: the new condition of the modern man is leading him to allow himself more and more moments of relaxation alongside a stressful daily routine.

A no-holds-barred attitude

Especially as taboos have fallen.Well-being is no longer a woman's business. According to research firm Kline & Company, sales of male cosmetics and toiletries in the United States are expected to reach 3.2 billion dollars in 2016, compared with just 2.2 billion in 2006. This phenomenon is not confined to the US, and is spreading to Asia, particularly India, where sales are up +32%.

Metro or über-sexual: spurred on by fashionistas' favourite icons such as Brad Pitt and David Beckham, men have become accustomed to taking care of their appearance and pampering their image. This relaxed attitude to everything to do with well-being explains why more and more men are surrendering their bodies and souls to the expert hands of therapists.

"Men's skincare has been growing steadily for about four years.says Jean Éric Knecht, chairman of the Élégance group, which specialises in spa training, auditing and consultancy.. Indeed, the expansion of spas has enabled these gentlemen to walk straight through the door of sensory experience and well-being.Accompanied by their partner, the men dared to take the plunge. And once they've tried what we have to offer, they come back on their own.Olivier Carvin, chairman of the Maranatha hotel group, who has just opened a L'Occitane spa at his Moulin de Vernègues hotel in Provence, is quick to point out.

This highly topical trend is supporting the expansion of urban spas in France, which holds the record for city spas, with a proportion of over 35 %, compared with an international average of 15 %. Beauty centres are flourishing in the heart of major cities, but also in top-of-the-range hotels. Establishments that have positioned themselves in this market have been quick to see the advantages of offering business travellers - and women too, it goes without saying - a range of services that meet the very specific needs of these busy travellers: anti-jet lag massages, rejuvenating baths, and even, to take things a step further, anti-stress coaching sessions and care and activity breaks...

Main expectation? Massages that effectively loosen muscles, all in a relatively short time and at convenient times. "While women tend to opt for beauty treatments, men prefer relaxing massages to unwind after a day's travelling.explains Laurent Noiriel, Deputy Managing Director of the Réside Études group, which has just inaugurated the five-star Relais Spa hotel residence at Roissy. We are now considering extending the opening hours of our spa from 22 h to 23 h 30 to accommodate travellers arriving on evening flights. Another idea is to offer shorter treatments, 20 minutes instead of 45, which is enough time to unblock the nape of the neck.

Business travellers will also find this special attention at the Burgundy hotel in Paris, which opened its doors after more than two years of renovation work and boasts a 250 m² spa where business travellers can relax and enjoy the benefits of water in complete tranquillity... They can also enjoy this feeling of serenity at the Lucien Barrière hotel in Enghien-les-Bains, which offers a wide range of wellness activities, plus advice from coaches on the best postures to adopt at work.

Oasis for stressed executives

In short, nothing is too good to attract tired executives! At the Royal Thalasso Barrière La Baule, where these tired professionals represent almost 35 % of the clientele, they leave their worries at the door of the Thalgo thalassotherapy centre.Directly linked to the hotel, the establishment offers a choice of several treatments, including the Tech-Neck cure. Headaches, discomfort in the arms or hands, twinges in the neck or shoulders... this slightly barbaric expression describes the discomfort caused by poor posture in front of a computer screen. During this cure, they work on the pain using warm seawater, massages and seaweed or mud applications, while learning how to prevent it through therapeutic education.

Meanwhile, for those who simply want to pamper themselves, the Royal Thalasso Barrière La Baule has introduced a new cure, Thalgo Men, which combines thalassotherapy and beauty treatments.Similarly, in five of its centres - Cabourg, Ouistreham, Royan, Bandol and Antibes - the Thalazur group is offering short, three-day packages for stressed-out men - the "authentic masculine" stopovers - with nine anti-stress treatments. For its part, Thalassa Sea & Spa, a brand of the Accor group, where business customers account for almost 25% of sales, also offers themed packages lasting from one to five days. The Sofitel Quiberon, for example, has designed a package specifically for men, "what men want".

This rejuvenation can be done alone or with the family, or in the company of colleagues. In fact, companies today are showing a growing interest in regenerating incentives. "Thalassotherapy holidays provide an opportunity to combine treatments with outdoor activities such as cycling, golf or water sports, argues Olivier Amblard, Director of Charente-Maritime Tourisme. In this respect, our region is well equipped to meet the needs of groups, with a large seafront, numerous hiking and cycling trails... Add to these characteristics six thalassotherapy centres, three spa centres and numerous spas... ! In line with our quality charter, all our members have access to a meeting room.adds Stéphane Villain, Chairman of Charente-Maritime Tourisme and Vice-Chairman of the General Council. These establishments have also adapted to the needs of MICE customers, offering treatments at the end of the day, for example.

Another aspect of this wellness trend, which explains the growing popularity of event organisers, is to give a real boost to executives in need of toning up during sports-oriented wellness breaks. "We offer tailor-made programmes to companies, where our experts are available to advise participants, particularly on stress and physical fitness".says Vincent Moskovt-chenko, Marketing and Distribution Director for Thalassa Sea & Spa. Quiberon's offer is based on the Cercle Réathlétic, an exceptional space dedicated to both professional and amateur sportspeople, with state-of-the-art physiotherapy equipment. Its facilities include the Alter-G, a weightless treadmill that lets you run without feeling tired!

Health is also on the agenda at the Relais Thalasso Baie de la Baule, which is launching the "Thalavie" concept, a personalised programme designed by specialists, as explained by its manager, Dr Aline Corcelle-Requin. : "The aim is to promote prevention by sending each customer a health check-up questionnaire via the Internet before their stay. Based on this and the wishes expressed by the customer, we propose a tailor-made programme with an adapted nutritional menu and various activities. We supervise the customers and accompany them for four to six weeks after their stay".. This "Thalavie Business" package is designed for companies wishing to enhance the quality of life of their employees, with the corollary of making them more effective at work.

There's a long way to go from relaxation to inaction, and the establishments on offer are not forgetting the studious side of professional meetings... "We have several seminar products, including thalasso-golf breaks and packages including à la carte treatments. On the business side, there are meeting rooms and an auditorium on site".says Jacques Courtillé, general manager of the Hélianthal centre in Saint-Jean-de-Luz.

Still on the Basque coast, in Hendaye, the Serge Blanco Thalasso & Spa centre plays on several fronts, with corporate breaks based around a clever mix of work, well-being, the oval ball - a natural for this illustrious XV de France full-back - and gastronomy, where the South-West is concerned. "Companies ask to include taste workshops led by a renowned chef such as Cyril Lignac in their wellbeing programme. They also like to be able to invite the winners of the TV game show Master Chef to join the group", comments Dominique Derron, Marketing Manager.

Relaxing in the fresh air

Among other trends, companies are also looking for intimate settings to encourage exchanges, like the marine spa at the Val André Thalasso Resort in Pléneuf, Brittany, which is designed for groups of around thirty people. At this brand-new establishment, 16 treatment rooms await participants, as well as a hydro-active course, a seawater pool, a hammam and a state-of-the-art cardio-fitness area.

Nestling on its own private island in Saint-Cyprien Sud, the Île de la Lagune hotel takes personalisation a step further with the most private thalasso-spa in France: nine top-of-the-range treatment cabins with views of the sea, mountains and surrounding marinas! And the icing on the cake is an infinity seawater pool on the roof... The escape continues with catamaran dinner cruises or professionally supervised rounds of golf.

Lovers of relaxation, but also of the great outdoors, can also head to Bagnères-de-Bigorre, in the Hautes-Pyrénées, to Aquensis, the "city of waters". Here, the 3,500 m² centre can be made private for special evenings: dinner, musical entertainment and access to the hammam, sauna, whirlpool bath, two thermal pools, belvedere and solarium. During the day, groups can combine treatments with outdoor activities: via ferrata, rafting, access to the Pic du Midi. And skiing, of course...

A good number of resorts have developed a wellness offer to enhance snowy days. For example, the Maranatha group's Marmotel hotel at Pra-Loup in the Southern Alps has a new spa - by Adriana Karembeu - where business customers can enjoy relaxing treatments. In Montgenèvre, companies can also take advantage of the spas at the Hameau des Airelles and Chalet Blanc hotels, owned by the MMV group, which offer anti-stress massages.

Blind massage

Another example is at the private L'Instant étoilé spa in Les Orres, where groups can enjoy a back massage after a day's skiing, with a black sand scrub and heated mud applied to the spine. They can also enjoy a special sports massage for heavy legs and aches and pains using eucalyptus oil. Just a few kilometres from Les Orres, at the La Léchère spa in Savoie, the largest spa in the French Alps awaits you, with 1,500m² dedicated to relaxation and well-being. Its water, which emerges from the earth at 61°C, also has recognised medical virtues for improving venous tone and joint mobility.

Still in Savoie, in Aix-les-Bains, the Club Villa Marlioz hotel has completely renovated its Aqualioz spa and relaxation area. It now has 22 treatment and massage rooms and a large indoor swimming pool heated to 30°C with hydromassage jets accessible directly from the rooms. Finally, on the shores of Lake Divonne-les-Bains, on the Swiss border, the Villa du Lac has set up tailor-made 30-minute massages on two parts of the body for its business customers! Choose from back, hands, legs and feet. In addition, a session of Makko-Ho, Japanese stretching, is offered to all members of a seminar.

Well-being can also be original. In the Pyrenees, at Louden-vielle, a change of scenery is guaranteed at the Balnéa spa centre, where Amerindian, Roman, Tibetan and Japanese baths invite you to escape. But the most surprising of all is undoubtedly to be found in Paris, where the Dans le Noir spa welcomes MICE groups... in the dark! Massaged by visually-impaired staff, guests lose track of time, their bodies relax and their minds follow... total relaxation!