Dog Days. Why Spas Are Looking to Cater to the Canine Client. BY CHRIS McBEATH

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2 Dog Days Why Spas Are Looking to Cater to the Canine Client ofspa BY CHRIS McBEATH 42 PULSE May/June 2008

3 When Leona Helmsley died last year, it was a headline obituary, in large part because she left $12 million in a trust fund to care for Trouble, her beloved, albeit high-maintenance, Maltese. Trouble has luxurious taste and is such a picky pooch that she doesn t eat normal dog food, agreeing to dine only if she is handfed on chef-prepared gourmet meals. As extreme as this sounds, however, Trouble is not alone among the world s pampered pooches. Pets are serious business, and dogs especially are a fast-growing market sector in fashion, organic products, accessories and spa services. May/June 2008 PULSE 43

4 If something makes you feel good about yourself, like a pet, you want to reward it in human terms. A one-year-old dog is as mature, physically, as a 15-year-old human. It s a Dog-gone World Out There These days, rewards for your pet can include a decadent, feel-good massage, a relaxing aromatherapy pawdicure, a session in an oxygen bed and even an energizing yoga class where downward dog takes on a whole new perspective! Dog owners want the best for their pets. If something makes you feel good about yourself, like a pet, you want to reward it in human terms, said Bob Vetere, president of American Pet Products Manufacturer s Association (APPMA), which has seen pet industry expenditures double in the past 10 years to reach in excess of $40 billion in People aren t just responding to their pets needs, but to our human need to respond to something that makes us feel better with no strings attached. There s a market for these things, and people will pay for it. And as long as they re not depriving themselves or their children, it s not too much. This mentality is transforming traditional wash-and-clip grooming shops into upscale salons with a pedigree service menu, including nail polishes and much more. In the Dog House Hotels, too, are jumping on the doggiewagon and are popping up on Web sites that feature pet-friendly destinations. For instance, Pettravel.com has a database of more than 150 countries and 35,000 hotels and other accommodations that accept Fido. When we started 10 years ago, it was nearly impossible to find a place that allowed pets, said Jerry Hatfield, who runs the site. Then, as major hotel chains realized they were missing a huge part of the market, it exploded. Why the focus on dogs? There are 62 million dog owners in the United States (CONTINUED ON PAGE 46) 44 PULSE May/June 2008

5 dog days CONTINUED FROM PAGE 44 For pets that do not get out enough because of cold weather or poor health, massage can be a partial substitute for exercise. and Canada, and, according to the Travel Industry Association of America, 29 million of those hit the road with their dogs in tow. Allergies, arthritis, dislocated hips, ear infections dogs are also susceptible to these common illnesses and injuries. Top Dogs Most upscale and luxury hotel chains have varied pet policies, and there are some obvious leaders in the pack. Five years ago, Barry S. Sternlicht, then chairman and CEO of Starwood Hotels & Resorts Worldwide Inc., said: We believe that like dogs, dog owners tend to be very loyal and will reward a company that loves dogs, too. Time has proven him right. According to a study commissioned by Starwood of 400 dog owners, 76 percent said they would be more loyal to a hotel chain that accepted dogs, even when they weren t traveling with their pet. The Starwood group, which includes Westin, Sheraton and W, has long parlayed its guest experience into a successful retail operation, and its LTD (Love That Dog) program is no exception. Starwood s new dog beds are customdesigned, oversized pet pillows; Westin s dog bed features a miniature Heavenly Bed duvet; W s take is a stylish and colorful checkerboard pattern; and Sheraton s version is a classic, all- American, red-and-blue design. Other amenities include plush doggie robes, leashes and collars. (CONTINUED ON PAGE 48) 46 PULSE May/June 2008

6 dog days CONTINUED FROM PAGE 46 The Loews Group is exceptionally pet-friendly, encouraging each VIP (Very Important Pet) to feel right at home with its Loews Loves Pets program. Features include specialized pet bedding, guestroom amenities such as toys and treats, pet walking and sitting services (pet owners are given a puppy pager in case of emergencies), and a veterinarianapproved room service menu to help pets deal with travel stress, jet lag and altitude adjustments. At select properties, dogs can learn how to surf, enjoy an Outward Hound guided trek and take a limo to a recording studio where they can howl along with a musician or bark to their favorite karaoke beat. Spa Dog Get the Massage? For many spas, massage is the entry point for creating a canine-spa program. To start, body workers find learning canine massage a natural extension of their professional skills (see sidebar on page 51). Second, spa-savvy dog owners already recognize the benefits of massage and many have the discretionary income in which to indulge. For dogs, as for humans, medical practitioners and veterinarians now recognize that massage relaxes the body; improves circulation, digestion and muscle tone; increases flexibility; and is an overall complementary healing therapy to injuries and veterinary treatments. For pets that do not get out enough because of cold weather or poor health, massage can be a partial substitute for exercise, said Jonathan Rudinger, president of the International Association of Animal Massage & Bodywork. But dogs can be as fickle as people, so any success in expanding spa services to four-legged friends starts with safety and accreditation. Owners should be a (CONTINUED ON PAGE 50) TRENDS AND OPPORTUNITIES Get your spa pet-savvy with some of these key trends: 48 PULSE May/June 2008 HEALTH CARE: Americans are expected to spend 52 percent more on pet medicines than they did five years ago because pet owners are taking control of their pets health care, and technology from human health is a part of the veterinary tool kit. Examples include high-end diagnostics, non-invasive surgeries, super-premium foods, hydrotherapy and pet massage. PAMPERING SERVICES: More than $2.9 billion was spent in 2007 on services such as grooming, boarding, pet photography and pet sitting, with an anticipated annual growth of 7 percent. As dog owners continue to humanize their best friends, they consider spa services a fun and important part of a healthful lifestyle for their animals as much as for themselves. Natural and holistic products are booming. INCREASED COMPETITION: Mega companies such as Target and Wal-Mart are expanding their pet selections and using pets in advertising, while Paul Mitchell, Life is Good, Harley Davidson and Old Navy have entered the pet product fray. TRAVEL: One in seven American dogs suffer from separation anxiety, according to Veterinary Forum, so it s little wonder that family travel means pet travel. Restaurants, shopping centers and hotels are tuning in to the pet phenomenon with canine-specific programs. PET INSURANCE: Several new providers (Purina launched a new program in Canada in 2007) and big-box retailers are taking this $195 million market mainstream, helping to fuel a projected four-year, 20 percent annual growth. Some policies cover alternative therapies can spa massages be on the horizon? ONLINE SOPHISTICATION: While new business players such as Pawspot and DogCars are creating more sophisticated e-commerce and resource sites, don t underestimate the influence of pet blogs. During last year s pet food recall, blogs such as Itchmo, Pet Connection and Pet Sit USA were deluged by millions of people looking for information on the recall. Spas with pet-related services can use their Web sites to extend their reach with their pet-loving clientele. CM (SOURCE: SMALL BIZ TRENDS AND APPMA)

7 dog days CONTINUED FROM PAGE 48 reassuring presence when the pet massage takes place the animal will then be more responsive to touch. There must also be good dialogue between owner and practitioner regarding the dog s temperament and characteristics. And above all, the practitioner should be professionally trained. Canine massage is not a frivolous therapy, and as one of the fastest-growing sectors in the field of massage, it s important to establish professional credentials as the therapy gains popularity. It Works! Darlene Davidson, spa director at The Ritz-Carlton, Sarasota, is a dog lover, and when massage impacted the health of her own pet, she was quick to translate that experience into a Privileged Pup spa wellness program. When Dusty, my 15- year-old schnauzer, woke up one Christmas morning completely paralyzed, no one could diagnose why, let alone get her back on her feet, recalled Davidson. Then, I met a canine massage therapist. Within two weeks of daily massage, Dusty was standing, and within a month, she was running again. Massage works and it s why I created the program. Dusty was eventually diagnosed with Canine Cognitive Disorder (Alzheimer s), and massage had helped her remember how to walk! The Ritz-Carlton offers four different in-room massages: a therapeutic Swedish massage, a full-body relaxation massage, an invigorating sports massage particularly good for Jack Russells and highly strung dogs and a senior pet massage. Sessions last from 15 minutes to one hour depending on the animal s acceptance, said Davidson. I ve actually had animals fall asleep in my arms while still standing. We teach owners some techniques, too. Other spas barking up the same tree include Don CeSar Beach Resort, A Loews Hotel in St. Pete Beach, Fla., which also provides specialty services such as Reiki, energy balancing, acupressure and craniosacral therapy, as well as the Jurlique Spa at FireSky Resort & Spa in Scottsdale, Ariz. Its canine spa menu (CONTINUED ON PAGE 84) HALF PAGE AD READY CARE INDUSTRIES 50 PULSE May/June 2008

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9 dog days CONTINUED FROM PAGE 50 includes Body Bliss thera-paw-tic massages; a Pooch Smooch furry facial; paw reflexology; and several side-by-side companion packages where owners and dogs can enjoy spa rituals together. As an alternative to full-time services, The Spa at Amelia Island Plantation in Amelia Island, Fla., introduced a program last fall where therapists visit the spa once a month 1/4 PAGE AD HYDROTHER 1/6 PAGE AD SCANDLE to show owners the benefits of canine massage; this is followed with a visit to Bark Avenue, the property s upscale dog boutique, for a complimentary doggie treat. Pet Retail If you ve neither the space nor the inclination for spa services, retail will still get you in on the pet trend. Furr Me! has developed a line of all-natural, luxury spa products and accessories geared to the spa-goer and discerning dog owner. Our products are fresh and blended by an aromatherapist, said owner Lisa Jadis. They help create a real point of differentiation. Check out the MinibarK, a portable, in-room, customized cabinet that operates the same way as an in-room mini bar. Items include Fresh Booty, a blend of citrus essential oils used to keep fur fresh between washes; a Cool & Calm Relaxing Spritz that s sprayed onto your hands and then rubbed in behind the dog s ears; as well as a fresh-breath, peppermint-flavored ball. Furr Me! has also teamed with Kashwere, LLC, to create signature and branded spa robes, blankets and beds. Finding the Balance Although there appears to be few downsides to cashing in on the pet phenomenon, the question has to be asked: How good is all this pampering for the dogs themselves? A dog can be everything, said Cesar Millan, star of the National Geographic show The Dog Whisperer and who has been hired and hailed by celebrities from Oprah to Will Smith. It can be a child, a soul mate, a partner. But he s animal and dog first. Babying our dogs is fine, within limits. It must have physical exercise, then discipline and then affection. Dogs are pack animals, and owners must practice leadership skills. That having been said, Millan goes on to note that as companions, dogs teach people the foundation of life a relationship built on honesty, integrity, love and loyalty and an innate ability for living life to the fullest and forever living in the now. They show us a window to accomplish that balance for ourselves. And after all, isn t finding balance what spa-going is all about? CHRIS McBEATH specializes in spa health and wellness. Her article, Treatment Trends (Pulse, May 2006), won first prize in North American Travel Journalists Association 2006 Awards for writing excellence. Her Web site is 84 PULSE May/June 2008