Customers are demanding relaxation at home and abroad. Spa Trends from the International Spa Association Top Industry Trends: Spa at home – From cooking classes, to lessons on balance and managing stress, lifestyle classes at spas teach guests how to take the healthy lessons of the spa home with them. Additionally – spa décor – including tubs, showers, products and massage tables as well as clothing and candles is mainstream. Plus, home spa parties are popular for bridal/baby showers and birthday celebrations. Spa Travel Virtually Explodes Online – U.S. consumers now spend $52 billion on online travel1, a number expected to more than double by 2010. And 33% of leisure travelers cite access to a spa as a primary consideration while making their travel plans. In 2005, major travel portals will enable these spa-focused online travelers to book spa vacations (and, soon, spa treatments) as part of their dynamic travel packages, along with rooms, rental cars, etc. The advent of online spa booking will, in turn, fuel further growth in the spa travel segment — already the fastest-growing segment in the hospitality/travel industry. The marketplace has transcended just getting clean. In the U.S., The bath and shower market is struggling to define itself. The market has witnessed tough times the past several years, declining almost 12% from 2000 to 2004. Other segments in the health and beauty realm, notably the skin care market, are stealing consumer attention with multi-benefit and multi-functional products. Add to that the near total saturation of the bar soap category and there is almost no room for innovation and value gains. While Packaged Facts estimates an upturn in 2005, any long-term growth will be hard won. Marketers may do well to take a cue from skin care and leverage higher-end emotional and multi-functional benefits into future product innovations and branding. Euromonitor presented a key trend at In Cosmetics for bath and body called "Making a meal of bath time." Aromatherapy, food and comfort ingredients abound in products, enriching the customer experience. Plus, the trend for natural and organic is translating to the inclusion of food ingredients as a health and wellness proposition. It's an offshoot of the Global Fusion trend as flavors, fragrances, and textures transport consumers "away."