A new kind of wellness?
MORE HUNGARIANS HEADING TO DAY SPAS FOR INDULGENCE
WRITTEN BY Nancy Laforest

While still a fairly new concept in Hungary, day spas are finding a place for themselves in an increasingly health-conscious local market. Different from thermal baths and spa hotels, and offering more than regular beauty parlors, modernized day spas are aimed at wellness for the body, mind and soul.

The term “wellness” can be seen everywhere these days, as Hungarians race to catch up and compensate for their not-so-healthy past. A more health-focused way of life is becoming priority, evident in the increasing number of organic food stores, gyms and alternative medicine practices popping up. Countryside roads are lined with advertisements for trendy wellness centers and beauty parlors, and more and more traditional hotels claim to have spa facilities. Genuine day spas, however, which offer hours of personalized pampering in a serene and rejuvenating environment, are still rare. With a handful in Budapest, these upscale beauty and wellness facilities combine specialized massages, facials and water-based treatments, and are aimed at attracting a proactive and health-conscious clientele. “The average 30-year-old no longer has pig fat or sausages hanging in their pantries, like their parents did and probably still do today,” said Edina Galyasi, co-owner and director of Agave Day Spa, a wellness and beauty studio near the Déli train station in Budapest. “We are learning a great deal from the older generation, and are now starting to see how unhealthy they are, and the results of that. Now that more choices are made available to us, the Hungarian society is becoming more conscious of the importance of a healthy lifestyle. Media plays a large role as well,” Galyasi added.

Edina Galyasi, Director of Agave Day Spa

Like Galyasi, the more informed postcommunist generation is part of a changing society whose permanent features, for the most part, include more financial freedom, a different kind of stress and a greater need for relaxation. Consumer statistics indicate that this generation spends more time and money on themselves, and most know that in order to achieve top performance and concentration in the workplace, stable physical, mental and spiritual health are key issues.

SPAS NOT A NOVELTY IN LOCAL MARKET

Spas have been a way of relieving stress and physical ailments for thousands of years, and the acronym for the Latin “sanum per aquam,” or health from water, originated around the practice of bathing in hot springs and thermal waters. The Belgian Town of Spa, whose springs were renowned for their curative effects in the 18th century, was one of the more frequented European spas, along with Baden-Baden, Bath, Karlsbad and Marienbad.

Since then, spas worldwide have evolved and the International Spa Association (ISPA) now divides them into seven categories, including medical, day and cruise ship spas. In America, spas tend to focus more on lifestyle counseling, massage and the cosmetic aspect of wellness, whereas the overall trend in Europe remains medicinal. Hungary is no stranger when it comes to recognizing the healing properties of water, with more than 50 baths treating various ailments in the capital alone. Some of the most renowned spas in Hungary are affiliated with hotels, like the Gellért Hotel or the Margaret Island Thermal Hotel, and have always been a significant part of the country’s thriving tourism. Mike Wallace, who oversees spa development for the Danubius Hotels Group, Hungary’s largest thermal hotel chain, says while the spa’s medical facilities are top notch, the image needs to be softened and refreshed in order to attract a larger clientele. “Many people comebecause they have age-related arthritis or locomotive problems,” explains Wallace, “but we are also trying to attract a plus-40 crowd who are concerned with wellness in general and can afford to invest in relaxation.”

ANOTHER KIND OF SPA

In contrast to the bustling lobbies and communal pools of spa hotels, day spas offer a refuge from outside noise and daily activity. Rivaling big hotels in conception rather than capacity, these independent wellness facilities provide a more peaceful and intimate pampering experience. The Agave Day Spa, for example, is situated in a converted apartment that opened last February as a relaxation haven. Decorated in calming beiges and wood, the atmosphere, helped by the music and lighting, is authentic. A more American-type spa, Agave offers beautifying services such as facials, oxygen and clay treatments, and use of natural products and technology. Clients also benefit from traditional Eastern massages and even participate in mental training sessions led by expert psychologists. “Hungarians tend to rush, run and take on more work than they can handle,” says Galyasi. “It’s important to take the time to relax, and to learn how to deal with life’s everyday stress. Patterns in Hungary show that, generally, people are only concerned about their health once there is a problem. We would like to break that pattern and make healthy living, in the preventive, physical and spiritual sense, more of a priority.”

ATTRACTING A YOUNGER CROWD

Most people who frequent Hungary’s growing number of day spas are in their late twenties and thirties, but Galyasi adds that the idea is appealing to those earning at least a mid-range income. Women and men are taking an interest in wellness, and men especially are experimenting with different types of massage. Although cosmetic treatment still revolves mostly around women, men in the business world are becoming concerned and taking better care of their skin with facials and peelings. Toya Zadradna, manager of Mandala Day Spa, says men now represent 30% of the spa’s cosmetic customers. In tune with many upscale salons, Mandala uses Clarins beauty products, for which a men’s product line was introduced in Hungary less than two years ago. Developed especially with a range of smells and textures, men are now objects of more exclusive, targeted cosmetic campaigns.

Both Agave and Mandala day spas, however, agree that the concept of spending lavish hours on pampering the body and soul is still fairly new to the average Hungarian man. Half of Mandala’s clients are foreigners who have had spa experiences abroad. Wellness packages for pairs have also been created, and Zadradna says men often come for the first time because they were convinced or lured by their partners. With facilities to accommodate several couples at once, and a sitting Buddha at the end of the hallway, Mandala Day Spa offers a complete yet tranquil Indonesianstyle experience.

IT’S NOT ALL ABOUT MONEY

Steep in comparison to the average Hungarian salary, the rates for day spas in Hungary are quite reasonable when weighed against American or Western prices. Some believe as the demand for day spas increases, prices will go down. Patricia Szabó, chief editor of Wellness magazine, hopes it is only a matter of time before the average Hungarian will indulge in these new luxury services. “Wellness is very trendy right now,” says Szabó, adding that sales for her magazine are slowly increasing. “Day spas are great, for the self-esteem too, because it’s important to feel like you’re doing something for yourself. However, right now, we’ve got to sort out the real wellness centers from those simply claiming to be.” With the idea of wellness and day spas so fresh, there is no national governmental definition of what “wellness” is just yet. Regulations, however, should be in place by July 2005. Until then, day spa culture in Hungary is expected to grow as the need for serenity in a fast-paced world increases.