If wellness and self-care are on your list of personal priorities in the new year, a trip to the spa may be in order. Ann Patton, director of Spa, Wellness and Retail at Arizona Biltmore‘s Tierra Luna Spa, discusses the biggest trends that spa-goers may see and (hopefully) experience in 2025.
Water. While the business of spa in the U.S. has grown exponentially over the past six decades, the concept of water at the heart of the spa experience has had many iterations. We see a resurgence of water features as amenities designed into many new spas, and Tierra Luna is no exception. The outdoor hot and cold contrast pools are an integral part of the spa experience, certainly one of the most popular amenities 12 months a year. Why is this trend getting new traction? More research and studies validate the immune-boosting benefits of contrast bathing, and spa-goers are game.

Private soaking tubs with amazingly powerful minerals and botanicals are also a draw for those spa-goers wanting an immersive and customizable experience. These drain-and-fill soaks are enjoyed solo, or with a partner. Again, these tubs are not new to the spa experience, but are definitely on the rise in popularity. Amenity add-ons such as light bites and wellness “shots” are paired with the potent soaks, for a deeply relaxing and reflective experience.
CBD products, from balms to lotions to gummies, CBD continues to hold as a sought-after treatment trend. We see more and more spa-goers opting for the pain relief that many of the best CBD products deliver, as add-on enhancements to nearly all of our spa and salon treatments.
We are seeing many spa-goers opting for not only one, but two and three enhancements per service. In addition to CBD, guests are choosing face and eye masks, scalp treatments, and hydrating applications of mineral rich lotion to maximize the health benefits within their given spa treatment times. Seems excessive? What we’re finding is that many spa-goers have finally embraced the practice of self-care. The word “pampering” used to be taboo in the spa realm. Thought to be excessive, extravagant, or frivolous to consider being “pampered,” many spa-goers realize that a proactive approach to self-care very likely staves off disease, easing anxiety and reducing physical tension and pain through a simple spa experience. At Tierra Luna, each service begins with the guest identifying “What is your main wellness goal for your spa experience today?” Many spa-goers indicate the need to just rest and reduce overall stress.

Many of our spa-goers seek to replenish body, mind, and spirit. Trends around replenishment include IV therapy, which has proved to be extremely popular among local guests as well as resort guests suffering from jet lag, exhaustion, or lowered immune systems. Another replenishment trend centers around Post-Workout Recovery Technology. From compressions to zero-gravity chairs, to percussive massage guns, all contribute to a self-guided experience offered as an amenity to the traditional spa experience.
Integrating the world of technology to the spa experience. What’s hot? LED face masks, interactive smart goggles, and sleep masks. Ultrasonic skin therapy wands and machines are all personal devices which can be experienced in the spa which can be available for retail purchase for at home use. Various clinical studies show the efficacy of this technology and draws the spa consumer towards purchasing these products.
Want a massage from a robot? Although massage via robots has recently been introduced in this country, it remains to be seen exactly what application it may have for the spa-goer. Our continued trend amongst guests is that they want the traditional high-touch experience. That human connection remains important.

Guests that visit Tierra Luna are looking to connect to the outdoors, often spending hours in the Sol Garden, a meditative and grounded space for solace as well as connection. Connection to the earth, connection to a friend, partner, or small group…or connection to themselves. Again, these trends may not be new, they are ever evolving and emerging as critical components of the spa experience.
Beyond 2025, Tierra Luna seeks to explore the inclusion of multi-generational spa experiences in the traditional spa setting. How can we assist parents and caregivers to share the practice of self-care guided by spa professionals with our young teens and tweens? It is imperative that self-care begins early with education and age-appropriate self-care rituals, with an ultimate goal of wellness.
To book a treatment at Tierra Luna Spa, visit www.arizonabiltmore.com/wellness/tierra-luna-spa.