Q&A with Group Spa Director Gemma Barratt

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Stephanie Looker
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Q&A with Group Spa Director Gemma Barratt

Blog

This month we are running our ‘Wellness for Business’ campaign, bringing you a wealth of PR and marketing expert advice and tips from our team and industry advisors.   Keep an eye on our social channels for updates.

In the meantime, we caught up with Group Spa Director at Daniel Thwaites, Gemma Barratt on her wellness predictions for 2025 and much more!

  1. What trends or innovations in the spa industry are you most excited about for 2025, and why?
    I’m seeing spas in 2025 focus on simplicity, inclusivity, and nature, as well as expanding wellness offerings to cater to diverse groups, with tailored treatments for men, teens, and those navigating health challenges. There’s also a continued want for nature-inspired experiences like forest bathing, with a growing demand for outdoor relaxation zones, alongside eco-friendly practices. There is also growth in boutique wellness clubs, combining exclusivity with community through personalised programs and inviting social spaces. Lastly, lots of events I attended last year spoke about multi-sensory relaxation, therapist-led treatments, and year-round relevance through seasonal events to ensure meaningful and accessible wellbeing for all.
  2. In your experience, what are the top three marketing strategies every spa operator should prioritise to thrive?
    Engage and motivate your team, and they will market your spa in the local area for you. If you are doing amazing things – tell people! Use PR to sprinkle all that positive news and have a PR plan so it can help guide the stories you’re telling. Make it simple – for your guest and your team! Make sure you’re easy to find, easy to book, and easy to experience
  3. What’s the most valuable lesson you’ve learned from your journey in the spa industry?
    Your Team is everything –  if you focus on them and their successes, it makes your job as a manager or director a joy!
  4. What has been your most significant professional challenge, and how did you overcome it?
    Imposter syndrome – it’s a thing! I don’t think it is necessarily something you can overcome, but I often find from speaking to others in the industry that many of us experience it! I’ve learned now to turn it into a positive energy that motivates me, and for when I’m having days of serious self-doubt, to look back at how far I’ve come as a reminder that I do know what I’m doing and to trust myself!
  5. What is your favourite way to connect with other spa professionals and what industry events will you be attending in 2025?
    I like to keep it personal – stay in touch whether it’s a call, message, or a visit on a one-to-one basis. I find meeting new people is always key at networking events, as you don’t always realise how much you need to speak with like-minded professionals and we are such a wonderful industry! I haven’t confirmed my event calendar for this year yet, but I very much enjoyed the w3 spa in 2024 and the UK Spa Association autumn event was a hit!
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