The Aligned Journey:Matching Brand Promise with Spa Reality

by Jill Pawlik | May 30, 2026 | Industry Insight

When a luxury wellness brand launches a marketing campaign, it sets a beautiful, courageous standard. Through evocative storytelling, cinematic media, and distinct copy, marketing teams craft a compelling promise of an intuitive, seamless sanctuary. But the true magic...

The Wellness Industry Showed Its Hand. Here’s What I Saw.

by Jill Pawlik | May 23, 2026 | In the Field

Las Vegas is not a city that does anything quietly. So it was fitting that the International SPA Association chose it as the backdrop for what turned out to be one of the most forward-facing conferences the wellness industry has seen in years. I was there in a media...

$22.5 Billion Says the Spa Industry Is Thriving. So Why Are So Many Struggling?

by Jill Pawlik | May 23, 2026 | In the Field, Industry Insight

Twenty-two and a half billion dollars. That’s what the North American spa industry generated in revenue in 2024, according to ISPA’s most recent study. Third consecutive year of growth. Visits up over three percent. Revenue per visit climbing. By every...

The Invisible Gap: Why Luxury Spas Drift (and How to Bring Them Home)

by Jill Pawlik | May 8, 2026 | Industry Insight

Every luxury wellness property begins with a clear vision. It’s a vision of sanctuary, of seamless service, and of a guest experience so restorative that it stays with a person long after they drive away. But as any leader in this industry knows, there is a quiet,...

What the Wellness Industry Has Always Known About Standards — And What It’s Still Learning

by Jill Pawlik | May 4, 2026 | Industry Insight

The word “standards” does not have a great reputation in wellness circles. It carries weight that feels at odds with the industry’s identity, the suggestion of clipboards and inspection rubrics, of measurement imposed from outside onto something that...