When setting out to build a destination spa there are lots of questions we’ve had to ask ourselves. What is our identity? What are we going to be? A retreat, a day spa, a wellness resort, a destination spa: the list is endless. Bearing in mind you can’t be all things to all people, it is our responsibility to determine what the guest wants (which may, of course, not necessarily be what we want). Trends tend to go in five-year cycles, but I’ve never been one to follow trends.