Why Luxury Brands Are Building Spas and It Has Nothing to Do With Wellness

Luxury brand spas are being framed as wellness expansions, but the deeper strategy is client retention. As aspirational luxury consumers pull back, the major houses are building intimate, high-control experiences for VICs, the 0.1% of clients driving a disproportionate share of luxury market value. This piece examines why the spa has become one of luxury’s most powerful relationship infrastructures.