The Evolving Role of Massage in Modern Spas
Today, up to 82 percent of treatments offered in spas are massages. Clients are more informed than ever about the benefits of massage therapy, and they now expect spas to deliver high quality, results-driven treatments that truly enhance their wellbeing.
However, there is a growing gap between what many colleges teach and what the spa industry actually needs. This disconnect comes from holding on to the old perception of spas as places of simple pampering, where emphasis is placed on packages rather than the purpose and impact of the treatment itself.
From Pampering to Purpose
Modern spa guests are seeking more than relaxation. Men and women alike are embracing mindfulness, self-awareness, and a deeper understanding of health and purpose. They want to know who they are, why they are here, and how they can make positive, meaningful choices that support their physical and emotional wellbeing.
This shift has redefined what clients look for in a therapist. They no longer want a service provider who simply follows a routine. They want a skilled professional who understands the body, recognises emotional cues, and guides them toward a more balanced, aware state of being.
The Transformation of the Spa Therapist
This evolution requires a complete transformation in how therapists are trained. A truly exceptional spa experience begins with therapists who see themselves as health professionals rather than passive service providers.
This transformation cannot come from memorising scripts or following standardised protocols. It comes through specialised massage training that teaches understanding, sensitivity, and mastery of technique. Unfortunately, many spas still view advanced training as unnecessary, relying on free brand-led sessions that focus only on product knowledge rather than professional skill.
Yet investing in therapist education creates lasting results. Andrew Graham, CEO of Dormy House Hotel, once shared that when he was developing the House Spa, Howard Spa Consultancy advised him to hire a dedicated expert in massage if he wanted truly outstanding treatments. Six months later, after implementing professional training, his spa was recognised by the Good Spa Guide as one of the best in the United Kingdom.
Raising Standards Across the Spa Industry
I had the privilege of providing this training, and the enthusiasm of the therapists was inspiring. They were eager to expand their skills, determined to overcome the common belief that beauty therapists cannot deliver exceptional massages. Their commitment turned massage into their favourite treatment and gave them a new sense of pride in their craft.
The spa industry urgently needs this level of passion and professionalism. Spas should focus on building teams of therapists who feel proud of their profession and dedicated to improving the wellbeing of every client they treat. When therapists understand the true impact of their work, they naturally deliver the exceptional experiences that guests remember.
As David Tang once said, “There is no point having the perfect massage room without a good masseuse.”