When Miraval, a luxury destination spa in Tucson, Ariz., opened nine years ago, "we had no idea corporate group business was going to take off like it did," says conference services manager Mary Monaghan. Now, she says, corporate retreats account for between 30 and 40 percent of total revenue.
The evolution of "fat farms" to destination spas happened more than a decade ago, but only in the past few years have they become hot tickets for upscale corporate retreats. Unlike conventional resorts, destination spas focus exclusively on lifestyle improvement and health enhancement. Programs and facilities vary, but all include fitness activities, wellness education, healthful spa cuisine, and a spectrum of spa treatments. The largest and most highly rated places, like Miraval and Canyon Ranch in Tucson, Ariz., and Lenox, Mass., provide five-star service as well.
Look for the September/October issue of Insurance Conference Planner for more spa news.