According to this article on elmsluxuryfamilyhotels.com, Spa-goers are looking for more beyond immediate relaxation. They are seeking advice to improve their body and well-being and maintain those changes. This includes spiritual treatments that provide transformative experiences: meditation, life goals, yoga, etc.
The spa section of the 2010 Hotel Yearbook also outlines this trend. Current spa guests are not looking for gimmicks and elaborate treatment descriptions. They want understandable, results-oriented treatments and experienced therapists.
Treatments that provide results, especially results you can maintain, extend the life of your experience and transformative quality of your spa visit or travel experience. I think this is especially true in hotel spas where guests want to feel like they have received an experience they could not have had at home.
