Life after 50

Spa concept and treatments creator Tanya Wheway, founder of Wheway Lifestyle International and the force behind the Fab@50+ programme, on how spas can appeal to an older clientele

There are reportedly more people in the world over 50 than there are Chinese, and that is a huge number. Men and women at this stage of life are likely to realise that they need a little help to continue to look good, feel great and slow down the ageing process.

With children that are older and more independent and careers that are well established, if they have not already retired, a significant number of those in this age group are also likely to be more time and cash rich than they have been for decades.

All of this makes the 50+age group a great market segment for spas to target. The main focus should be women over 50, on the basis of ‘go where it is easiest.’ That is not to say that spas should not also make a clear offer to the male market, whose numbers are steadily increasing, but the emphasis should be on women, who are much easier to sell to.

Many mature women are divorced or widowed and a spa can be a safe, nurturing, place for them to spend a few hours, a day or a week. Female guests are also more likely to buy additional treatments and spend more on retail.  

Read the full feature on page 32 of the August issue of the Professional Spa and Wellness digital magazine for FREE here, or access the digital magazine by selecting your chosen platform here.