The word spa, may come from the name of the famous mineral springs in Spa, Belgium but today its meaning spans much more. When someone says they are heading to a spa, images of massages, pedicures, facials, reflexology as well as healthy salads and green tea might pop into your head. But today’s luxury spas are growing to include much more than the norm.

Spas are no longer just a place for women. They are targeting men, teenagers and couples and offering specific services for each demographic. The number of men frequenting spas increased 5% from 2002 to 2003 and it is believed about 31% of spa-goers today are men. While men can do any spa service, there are treatments targeted to them. Some include back treatments and hair removal in addition to sports massage and foot treatment options.

Teenagers are also being recruited at a young age and getting hooked for life. Teenagers are being offered everything from acne treatments and makeup application to relaxation through massage to treat asthma and migraine headaches.

The couples’ services focus on romance. Couples are offered side-by-side massages and pedicures followed by private dining… For the perfect ambiance flowers are displayed, romantic music played and couples are treated like it is their honeymoon all over again.

Spas are also now taking on distinct personalities of their own: ‘Destination spas’, ‘wine spas’ and ‘medical/executive health spas’ are a few examples of specialty spas that are popping up. The Destination Spa is all about the location. The spa-goer selects the type of atmosphere they would like and heads to the high desert, beautiful hill country or an island for their spa experience. With these spas the setting is as much a part of the overall package as the treatments themselves. Here travelers get to take advantage of the surrounding areas with hikes, outdoor eating and romantic moments in-between spa treatments.

Wine Spas offer a dual-purpose to their wine as it is used both to taste and for treatments. These treatments firm the skin and can slow down the aging process using the powerful antioxidant properties found in wine. At these spas, massages are delivered on the terrace, overlooking the gorgeous vineyards. A package to one of these spas would not be complete without grape seed exfoliations that promise to bring out younger skin.

The newest trends in spas are the Medical or Executive Health Spas. Medical spas (or “medispas”) are staffed by doctors and nurses and are a popular choice for cosmetic treatments like Botox, laser, varicose veins and cellulite removal. Other, more natural forms of medispas offer preventative medicine and methods to improve overall health. Two-thirds of medispa-goers say their primary purpose is to relieve stress while the remainder are there to improve their physical health. But it is at Executive Health Spas that spa goers will be offered comprehensive physicals and tests by a team of doctors as well as advice on healthier living with diet and exercise. Now that’s a great corporate perk!

All in all, travelers should know what they are looking for before they book a spa weekend. If you want to relax and unwind avoid the executive or medispas, you may want to head to the vineyards.