Introduction
In Europe's wellness circles, the age-old combination of intense heat and invigorating cold is coming back into fashion. Luxury hotels, resorts and gyms across the EU are discovering that combining a sauna with an icy pool isn't just a health fad - it's a memorable ritual that can set a property apart. This practice of contrast therapy (alternating between hot and cold) has deep roots in Nordic and Baltic culture, from Finnish families plunging into icy lakes after a 100 °C sauna to Estonians declaring "Laupäev on saunapäev" (Saturday is sauna day) and rolling around in the snow. What's new is the way hospitality brands are harnessing this hot-cold tradition as an exclusive experience for guests. A well-designed sauna + cold plunge circuit can delight wellness tourists looking for authentic rejuvenation, provide fitness-conscious guests with an innovative recovery ritual and offer hotels a marketable differentiator. Fundamentally, the focus goes beyond the health benefits - it's about the experience: the drama of extreme temperatures, the sense of luxury and challenge, the story guests share afterwards. In this article, we'll explore why hot-cold contrast therapy is gaining popularity, how to integrate saunas and cold plunges into various hotel environments and how this combination can increase guest satisfaction and business return on investment. We'll also cover practical design tips (layout, flow, zoning) and operational considerations - from maintenance to safety - to ensure that your thermal facilities not only impress guests, but also run smoothly.
Let's dive into the growing trend of sauna and cold plunge experiences and see how they can turn a standard spa amenity into an unforgettable trip for your guests.
The rise of hot-cold wellness experiences in hospitality
Guests cooling off outside a traditional smoke sauna in Estonia. The hot-cold contrast bath - a time-honored Nordic/Baltic ritual - is now a fashionable wellness experience adopted by hotels and spas across Europe.
Not so long ago, if a traveler wanted the thrill of the cold after a good sweat session, they might have to venture to the shores of a Finnish lake or a Russian banya. Today, you're just as likely to find an icy plunge pool next to a sauna in a chic surf resort in Portugal or a boutique hotel in France. The centuries-old practice of contrast bathing - warming up in the dry heat and then plunging into the cold - has captured the contemporary wellness zeitgeist. In fact, 76% of wellness travelers report an interest in hot/cold contrast therapy experiences when choosing their vacation. It has become the biggest wellness trend of 2025, according to Condé Nast, driven by mobile saunas popping up in wild swimming spots and the evangelism of figures such as "Iceman" Wim Hof. The ancient Nordic ritual of hot and cold has gone from niche to mainstream.
Europe is at the heart of this trend. It helps that the region has such a strong and deep-rooted sauna culture. Finland alone has three million saunas for 5.5 million people - roughly one sauna per family - and plunging into an icy lake or snowdrift after the sauna is considered a "deliciously relaxing" national tradition . As the Finnish Sauna Society notes, there is literally "a facility for about two people" in Finland dedicated to this ritual. Estonia, Sweden and other Baltic and Nordic countries share similar customs; in Estonia, many saunas are purpose-built next to rivers or the sea so that you can "dive into the water to cool off" or cut a hole in the winter ice to take a dip. This intuitive combination of extremes - loyally hot steam and cold water - has been appreciated for generations for the way it makes people feel alive and invigorated. Now, that same natural euphoria is being transformed into a luxury experience for travelers from all over the world.
Several factors explain why contrast therapy is on the rise among wellness tourists and fitness-conscious guests. First, today's travelers are looking for more than a massage - they crave immersive and memorable experiences. Wellness tourists are high-value guests (they spend 41% more per trip than the average traveler) and actively seek out meaningful rituals, such as thermal bath circuits, forest bathing or local spa traditions. Alternating sauna and cold plunge provides exactly the kind of transformative, story-worthy ritual that wellness enthusiasts love. It's a sensory journey with a beginning (gentle heat), a middle (intense sweating), a dramatic climax (the shock of the cold plunge that makes you sigh) and a happy ending (the euphoric relaxation afterwards). Guests leave with the feeling of having achieved something - not just a treat, but a personal challenge overcome. As one first-time participant described it after a guided "aufguss" sauna session in London: "I loved the feeling of losing myself... it's 15 minutes away from normal life...". This emotional euphoria and the sharing of an emotional experience with other people remains etched in the memory.
Secondly, contrast therapy hits several wellbeing trends at the same time. It's about recovery and performance (athletes use ice baths and saunas to reduce pain and increase circulation), it's about mental health (the extreme sensations force mindfulness and stress release) and it's social (increasingly done in groups or community settings). Especially for younger and urban travelers, hot-cold circuits offer a healthier way to have fun compared to nightlife. The UK, for example, is experiencing a sauna renaissance: communal sauna bathrooms and pop-up ice-diving venues have more than tripled in the last two years, as 20- and 30-somethings look for alternatives to pub culture. Many of these new venues explicitly emphasize community and "experience " - think sauna sessions with DJs, sauna + poetry nights or guided Aufguss theatrical rituals with aromatherapy and towel-waving "sauna masters". Crucially, almost all of them include the cold element. As the Associated Press noted, "many places offer outdoor ice baths next to the saunas so people can alternate between hot and cold," making the outing much more exciting than a solitary steam bath. The contrast therapy trend is as much about fun and novelty as it is about well-being. It's stimulating, shareable and inclusive - anyone can bond through the screams of an ice plunge, regardless of their level of fitness.
Finally, we can't ignore the boom in European wellness tourism, which is driving the hotel industry's interest in these amenities. After the pandemic, travelers are prioritizing wellness, and Europe recorded 328 million wellness trips in 2023, with robust growth projected. Properties that differentiate themselves with authentic wellness offerings can capitalize on this demand. Contrast therapy has become something of a calling card for Europe's wellness destinations - from Iceland's "fire and ice" geothermal pools to Sweden's Arctic spas under the aurora borealis. A destination management survey revealed that the marketing of "traditional ice baths and saunas" as part of Nordic experiences makes them particularly appealing to wellness customers. Even outside the Nordic region, forward-thinking hotels are adding a hot-cold feature because it signals "cutting-edge wellness". Conde Nast Traveler joked that icy pools and snow rooms are now popular "companions" to heated spa experiences around the world. In other words, a sauna on its own is fine - but sauna with an ice plunge is seen as the complete, modern wellness package.
For decision-makers in the hotel sector, the message is clear: offering a combination of sauna and cold plunge is not just a spa upgrade, it's a commercial move that responds to trends. Below, we'll discuss how to bring this hot-cold experience to life in different types of properties, ensuring a smooth layout and flow that maximizes guests' enjoyment.
Designing an exclusive sauna + cold plunge circuit
Creating an attractive sauna and cold plunge experience requires more than just buying the equipment - it's about careful design and integration. Guests should be able to move from one element to the other safely, conveniently and even theatrically. Here, we provide practical guidance on how to incorporate a hot-cold circuit into various hotel environments (from large resorts to compact gyms), including layout tips, space considerations and design touches that elevate the experience.
Wellness resorts and destination spas
For destination spas, wellness retreats and luxury resorts, a sauna + cold plunge circuit can become a standout attraction - essentially a "thermal adventure" that anchors your spa menu. These larger properties often have the advantage of space, so you can design a dedicated thermal zone with various features. A typical layout might include: a high-temperature sauna (or even a variety of heat rooms - Finnish sauna, steam bath, perhaps a herbal sauna), directly adjacent to a cold experience (plunge pool, ice fountain or cold shower), plus relaxation areas in between for rest.
Flow is key: guests should progress from heat to cold to rest, and repeat if they wish, without feeling uncomfortable or exposed. In a resort environment, consider creating a circuit: for example, from a sauna cabin leading to a cold outdoor pool or soaking tub (for that invigorating "outdoor chill" effect), and then to a quiet lounge with heated loungers or a fireplace to warm up. Zoning the area to separate the "hot", "cold" and "rest" zones helps maintain comfort - you don't want cold drafts hitting people in the sauna and you want a dry zone where guests can dry off and relax without wet bathing suits. Many luxury spas situate the cold pool just a few steps from the sauna door, often in a visually impressive way (such as a cold pool with stone edges or a bathtub with a waterfall) to tempt guests to take the plunge. For example, the famous Nordic Spa at the Grand Hôtel Stockholm has a "cold water pool for a refreshing dip after the sauna" right next to its sauna, imitating the tradition of the Swedish archipelago.
Resorts should also take advantage of the natural environment, if possible. If you're in a mountainous location or by a lake, place the sauna and pool outdoors or with a view, turning the hot-cold practice into an immersive ritual in nature. Guests can go from a lakeside wood-fired sauna to a dip in the lake itself (with proper safety supervision) or, at the very least, enjoy a cold dip on an outdoor deck with fresh air and scenery. This authenticity adds tremendous value - wellness-seeking travelers will return home thrilled to have done the "real thing" rather than just an in-house spa routine. Even in resorts without natural cold water, outdoor snow rooms or ice fountains can simulate the effect. (Snow rooms - refrigerated chambers that produce powdered ice crystals - are an emerging convenience in alpine spas, offering guests the thrilling option of rolling in the snow between sauna sessions! ) Whether inside or out, design with materials and themes that evoke the hot-cold contrast: for example, warm wood and soft lighting in the sauna chamber, then stone, icy blue mosaics or stainless steel in the cold plunge area to psychologically signal the "cool" zone. The transition should feel like an adventure - perhaps a narrow passage or door that reveals the cold plunge, adding an element of surprise.
In addition, high-capacity wellness facilities can incorporate staff-led rituals and enhancements to make the circuit a real event. In Europe, many spas schedule Aufguss sessions (where a sauna master infuses water and essential oils into the hot rocks and shakes the hot air at guests, often choreographed to music). After an Aufguss, taking participants directly for a group swim or a crushed ice massage can become a dramatic shared experience. Resorts can brand these ceremonies as exclusive - for example, "Fire and Ice Ritual at Sunrise" - and charge for them or include them for spa pass holders. The aim is to elevate a simple hot-cold cycle into something almost spiritual or certainly memorable. Keep capacity and observation in mind: if large groups do contrast therapy together, make sure the cold plunge is the right size (or consider several plunge tubs or a mini cold pool). A general rule of thumb from hydrotherapy experts is that a cold plunge pool should be around 1.5 m deep and cooled to around 5-18 °C for maximum effect. In practice, 12-15 °C tends to be the sweet spot, invigorating but tolerable for most guests. Also remember that after the intense heat, guests need a quiet space to normalize their body temperature; at least a few minutes of rest is recommended before starting another hot session. So include a relaxation room or quiet zone with water, herbal tea and perhaps warm blankets - this not only follows best health practice, but also extends guests' stay (meaning they'll spend more time in your spa, potentially ordering a smoothie or enjoying the view, which doesn't hurt the ancillary revenue).
Boutique hotels and retreats
Smaller hotels and boutique retreats often have limited space and budget for wellness amenities - but that doesn't mean they can't offer a fantastic sauna and plunge experience. In fact, a compact and well-executed hot-cold corner can become a beloved gem for guests and a marketing highlight for the property. The key is to be creative with the design and location. For example, if indoor space is scarce, consider an outdoor sauna cabin.
When planning a sauna + plunge for a boutique environment, think about the flow of guests from your rooms or common areas. If the units are outside, make sure there is a convenient path and that guests have privacy (screens, fencing or landscaping can protect the area, as people will be in bathing suits or less). Ideally, provide a small changing area or at least hooks, towels and perhaps bathrobes on hand. A clever idea is to integrate the hot-cold configuration into a spa suite or private reserve experience. For example, a luxury chalet might advertise a private terrace with a sauna for two and a chilled plunge tub exclusively for the suite's occupants - a big draw for couples and wellness-seeking travelers. Even a boutique hotel in the city can dedicate part of the roof or courtyard to a small sauna cabin and a cold shower or plunge barrel, available upon reservation for guests (or offered as part of a spa package). This not only maximizes the use of underutilized outdoor spaces, but also creates a "wow moment" that guests will post. There's something undeniably Instagrammable about steaming out of a small sauna cabin on a winter's night and soaking in a cold tub under the stars!
From a design point of view, in tight spaces, opt for vertical solutions: a soaking tub doesn't need to be wide, just deep enough to soak in (many cold soaking tubs are like deep tubs that only take up a few square meters). Ensure a non-slip floor and good drainage all around - the water will splash out.
Boutique operators should also consider the ambience and theme. A small space can be transformed into something luxurious and special through materials (for example, aromatic cedar wood for the sauna, natural stone tiles around the tub), lighting (soft, dimmable lights inside the sauna; perhaps colored LED lighting in the tub for a fresh glow) and little touches like eucalyptus scent in the cold water or a bowl of ice chips that guests can rub on their skin. Even if you can't offer dozens of amenities, offering a distinctive ritual will set you apart. Provide instructions or even a guided tour - a simple framed poster describing "How to enjoy the hot/cold circuit: Step 1..." can help guests, especially those new to contrast therapy, get the most out of it. Emphasize the local angle if possible: for example, "Experience the Finnish sauna tradition - enjoy 10 minutes in our 85 °C sauna, then quickly plunge into a 12 °C ice bath, repeat twice for true Nordic refreshment!" Mention any cultural connections (if your region has a bathing tradition). By doing so, you turn a small convenience into an experiential story.
Finally, manage expectations with capacity and reservations. A single sauna cabin can accommodate a maximum of 4 to 6 people, and a cold tub can accommodate one person at a time (or two, if it's larger). Decide whether this will be a communal facility (on a first-come, first-served basis during spa hours) or a private experience that can be booked at specific times. Many boutique hotels opt for private times for these features to ensure that each group of guests has an exclusive, unhurried experience - which may justify an extra fee or higher room rates. This also avoids crowds and gives staff time to tidy up, replenish the ice, etc. On the other hand, communal use can work if you have an honor system and perhaps a sign indicating the maximum time of use. In any case, cleanliness and maintenance are key in small facilities; we'll cover maintenance later, but be prepared to check the quality and temperature of the water between uses to keep it clean and at the right temperature.
Gyms, fitness clubs and urban spas
In fitness and wellness centers - whether stand-alone or as hotel amenities - the combination of sauna and cold bath is becoming the ultimate recovery zone. Sports science has made contrasting baths popular for post-workout recovery, so gyms are the ideal place to implement them. In fact, the inclusion of "recovery suites" with cold plunge baths in high-end gyms has grown by around 15% year on year worldwide, reflecting the importance of this trend in attracting members. Whether you run a hotel gym or a boutique fitness club, adding a sauna and cold plunge area can significantly increase your value proposition to health-conscious customers.
For integration into a gym environment, a common approach is to locate the sauna and cold plunge pool near the changing room/shower area or adjacent to the gym floor, space permitting. Members generally want to get in right after their workout session. The main design considerations here include productivity and hygiene - unlike a spa, where guests stay longer, gym users may pass through more quickly, so plan for durable, easy-to-clean materials. A sturdy fiberglass cold-water plunge pool, such as the Avantopool Kinos Plus, is a great choice for a commercial environment.
A cold water plunge pool is essentially a small swimming pool and must be filtered or treated to high hygiene standards. Many gyms opt for freestanding fiberglass soaking tubs that circulate and filter the water continuously - they are easier to install in a space than building a built-in pool.
From a layout point of view, make sure there is a logical flow: perhaps "Hot sauna -> Shower -> Cold plunge pool -> Towels". It is advisable to place an open shower or at least a hose near the plunge pool, so that people can quickly rinse off their sweat before entering the cold water (which helps keep the water cleaner). Non-slip mats or textured flooring around the pool are essential, as users will be wet and possibly dazed after their workout. Also consider visibility and social comfort: some people in the gym may feel intimidated or insecure about the cold pool, so a little privacy (such as the pool not being right in the center of the locker room, where everyone can see) can encourage use. On the other hand, a visible location with good signage can arouse curiosity and normalize the practice ("Don't forget to try our cold plunge after your sauna or workout - for muscle recovery and mood enhancement!").
Given that gym-goers may use the facilities more routinely, think about how to keep the experience engaging. Perhaps implement a cool-down circuit recommendation: for example, a poster suggesting "Contrast therapy protocol: 10 minutes sauna at 80 °C, then 30 seconds immersion at 10 °C, repeat 2-3 times" so people have guidance. Some clubs even incorporate guided contrast therapy sessions - for example, a trainer can lead a small group through breathing exercises in the sauna and timed dips. Global fitness franchise F45 Training recently announced the addition of cold plunge baths and infrared saunas to its studios as part of recovery programming, showing that even structured training classes now recognize the value of hot-cold therapy.
One more design point: scalability and redundancy. If your gym is large or has separate facilities for men and women, you'll need enough saunas and plunges to cater for each. Some luxury clubs offer a sauna and plunge in each changing room (for privacy and modesty), while others have a unisex spa area. The Nordic Spa at the Grand Hotel in Stockholm, for example, has a sauna and cold plunge pools in the men's and women's wet areas for contrast therapy. Smaller hotel gyms may only have a unisex sauna and a single plunge pool - which is fine, but consider how to schedule it or whether signage should request that users wear swimwear if people of the opposite sex are present. Always take maintenance downtime into account: if you only have a cold plunge pool and it needs cleaning or mechanical repair, do you have a cold shower alternative available so that guests can still expose themselves to the cold? It's good to have a plan B (even if it's just a large ice bucket with wheels for manual cold water showers in case of emergency).
In short, designing an urban gym or spa means integrating contrast therapy into guests' existing routine: make it convenient, signpost it clearly and build it to cope with frequent use. When done well, it can become a major attraction. Many membership-based clubs report that a unique wellness feature, such as a cold plunge, sets them apart from competitors and promotes member loyalty. After all, once you get used to the post-workout endorphin rush of a hot-cold circuit, you'll do anything to visit the facilities that offer it.
The guest experience: rituals, luxury and the ability to share
Why do sauna and cold plunge together create such a distinctive experience for guests? The answer lies in the power of ritual and the allure of the extreme. For many guests, especially those traveling in search of wellness or adventure, the hot-cold circuit becomes more than a spa service - it's practically a personal rite of passage during their stay, something they'll tell their friends about or post on social media. Let's take a look at the elements that make this experience so impactful and how you, as an operator, can accentuate them.
1) It's a multi-sensory ritual: simply using a sauna or taking a cold shower is beneficial in itself, but combining the two amplifies the sensory journey. Guests go from dry heat (tingling on the skin, muscle relaxation, woody scent in the air) to shocking cold (shortness of breath, racing heart, icy water enveloping the skin) and then to a state of serene calm as the body is flooded with endorphins and the heat returns. This rhythmic transition, repeated in cycles, creates a kind of meditative trance. In an age of constant digital distraction, this physical ritual is deeply memorable. "In an age of constant connectivity and digital overload, the rhythmic transition between hot and cold offers a rare opportunity to calm a busy mind," writes a wellness expert. In fact, when you're focused on breathing during an ice bath, it's "impossible to think about anything other than your breath", making it "mindfulness made physical". By framing the sauna + plunge as a guided ritual, you tap into guests' desire for meaningful experiences. Small additions can reinforce this: for example, offering a specific sequence (such as starting with a foot bath or a hot shower and ending with a tea ceremony) or having a member of staff introduce a traditional practice (such as a Finnish birch vihta in the sauna or a bell to ring before diving as a sign of "courage"). These touches add structure to the experience and a sense of authenticity. Many European traditions treat the sauna as an almost spiritual cleansing - convey part of this narrative to guests (through spa menu descriptions or signage) and they will perceive the routine as a highlight of their stay, rather than just a casual convenience.
2. Perceived luxury and wellness prestige: There is an inherent luxury factor in offering a spa circuit. For decades, contrast hydrotherapy was mainly found in luxury spa resorts or exclusive bath houses. Now that it's fashionable, guests still associate the availability of a sauna and a cold plunge with a luxurious, all-encompassing spa. This signals that the hotel or gym has invested in a complete wellness experience, not just a token sauna. The Global Wellness Institute notes that in the real estate and hotel sectors, features such as thermal contrast circuits and circadian lighting are now seen as essential and demand premium prices. In the hotel sector specifically, integrating wellness at this level can lead to higher average daily rates and greater spending by guests. So when guests see a cold plunge next to the sauna, they immediately register that "this place has it all". Many will try it simply because it's there and looks exclusive. There's also a bit of social ostentation involved: taking a dip in icy water is not for the faint-hearted, so those who do feel a sense of achievement and even status ("I've taken a dip in the cold pool - have you tried it?" becomes a topic of conversation among guests). For fitness-conscious travelers, having access to a contrasting bathing routine is an indicator of a serious wellness facility. Hotels can capitalize on this by subtly promoting that their spa offers an "exclusive hot/cold circuit" or a "Nordic spa experience". These phrases evoke luxury and tradition. Some properties give their sauna + plunge area a special name (for example, "Fire and Ice Suite" or "Nordic Bathing Zone") to distinguish it. This not only helps with marketing, but also invites guests to see it as a destination within the hotel. They can schedule a specific time to use it, just as they would for a massage session. All this raises the perceived value of the stay.
From the guest's perspective, the luxury also lies in the feeling of renewal they get. Unlike a simple whirlpool bath, the hot-cold ritual tends to leave people with a lasting glow - rosy cheeks, refreshed but relaxed. Many claim that it improves their sleep that night or provides relief from jet lag, etc. When guests feel tangible benefits, they are more likely to rate their experience highly in satisfaction surveys and reviews. A hotel spa can thus receive enthusiastic reviews not just for massages, but also for "an incredible sauna and an ice dive that left me feeling like new". This organic positive word of mouth is gold.
3. Social bonds and ability to share: A perhaps unexpected aspect of contrast therapy experiences is the way they bring people together. There is a certain camaraderie that forms when strangers or friends accept the challenge of extreme temperatures side by side. "People are drawn to the way it creates a community... these experiences have a way of breaking down barriers," observes one journalist, noting that the shared challenge "creates instant camaraderie". Consider a group of hotel guests who didn't know each other, all sitting in a sauna during a guided multi-sensory aufguss ritual, and then cheering each other on as they dive into the cold pool - by the end, they're chatting and laughing like old friends in the relaxation area. For hotels that want to cultivate a lively and friendly atmosphere (such as wellness retreats or social hostels), this is a great advantage. Even for quieter luxury resorts, couples or family members traveling together will bond during the ritual ("Remember how Mom screamed when she dived into the cold water?!").
Fundamentally, in the age of Instagram and TikTok, the hot-cold circuit is eminently shareable content. Guests love to document their brave dip or the beautiful design of their sauna. A picturesque setup - say, a cedar sauna cabin next to a snowy landscape or an elegant cold plunge with mosaic tiles - will appear in many selfies. This user-generated content acts as free marketing, showcasing your property's unique amenities. Some hotels subtly encourage sharing by making the space visually impressive (dramatic lighting, signage with the hotel's hashtag on a chalkboard next to the plunge, etc.). The key is to keep it authentic - people can tell when something is just a gimmick. But given the photogenic nature of the steam and water, the space almost markets itself. A quick scan of social media reveals countless posts of travelers emerging triumphantly from the icy water or relaxing in designer saunas. As one travel writer put it, "It's exciting... you're sharing an experience with other people" and that warmth and enthusiasm is something people naturally want to share. Even those who don't publish photos will talk about it: exclusive experiences = stories, and stories are told in person and on platforms like TripAdvisor, boosting your property's reputation.
4. Incorporate local culture and wellness rituals: to really stand out, frame your sauna and diving offer as a unique and culturally rich ritual of your brand or location. For example, a hotel in Lapland could invoke the Finnish sauna tradition (perhaps by offering guests a shot of blackberry juice after their dive or teaching them a Finnish word like "sisu", which means resilience - a fun connection to cold diving). Other resorts might highlight the UNESCO-listed tradition of the smoke sauna: explain that, historically, Nordic peoples experienced extreme heat and freezing cold to "cleanse the body and spirit" and perhaps even offer herbal scrubs or a whirlpool sauna during the session. In a modern urban hotel, you can lean more heavily on the science of wellness and the trend perspective: for example, mention how top athletes or celebrities incorporate contrast therapy for vitality, making guests feel like they're experiencing something innovative and unique. Adapt the narrative to your audience - but have a narrative. This elevates the experience from a mechanical act (heat and then cold) to something almost ceremonial.
In short, the guest experience of a sauna + cold plunge circuit is potent because it fulfills many requirements: it is viscerally pleasurable (and challenging), rooted in tradition but fashionable, relaxing but exciting, solitary but social. By cultivating these aspects - through careful detail, cultural context and encouraging sharing - hospitality providers can turn a simple facility into an exclusive attraction.
Commercial benefits and ROI: from guest satisfaction to marketing
Integrating a combined sauna and cold plunge offer is not just a wellness decision - it's a strategic business decision. Let's look at the business case: how does this convenience generate returns for hotels, resorts and wellness operators? We'll look at impacts on guest satisfaction and ratings, revenue opportunities such as add-on sales and packages, competitive differentiation and even potential ROI metrics from industry research.
Increased guest satisfaction and loyalty: guests who use spa and wellness facilities tend to rate their stay more positively, and a distinctive feature like a hot-cold circuit can be a real hit. Many travelers choose a hotel specifically because it offers unique wellness experiences and, once at the property, they are more likely to be satisfied and return. According to industry analysis by the Global Wellness Institute, hotels that fully integrate wellness consistently outperform their peers - wellness-rich hotels have higher guest loyalty and a stronger brand. Specifically, properties with comprehensive wellness (including spa facilities) enjoy higher average daily rates (ADR), occupancy, guest spending and repeat visits. This is logical: if a guest has an incredible and memorable experience doing contrast therapy at your spa, they will probably come back next year or choose your hotel over a competitor on their next trip. They'll also tell others ("Oh, you have to stay there, they have an amazing sauna and ice bath"). In an age when online reviews can make or break reservations, these positive experiences turn into 5-star ratings and enthusiastic mentions. Even a quick scan of travelers' comments shows mentions such as "the cold plunge after the sauna was the highlight of my stay!", which can influence potential guests who read the reviews. What's more, by offering something that isn't easily replicated at home (most people don't have a sauna and ice bath at home, although home facilities are on the increase), you create a distinct value for visiting your property.
Prices and premium packages: An immediate commercial benefit is pricing power. A unique facility, such as a contrast therapy circuit, allows you to justify higher room rates or membership fees. It also allows for the creation of upsell packages. For example, hotels can sell daily spa passes to outside visitors specifically to use the spa circuit, or create packages like "Rejuvenation Retreat" that include a guided sauna and plunge ritual, plus perhaps a massage, at a premium price. Analysts note that hydrotherapy and spa facilities have a high impact on ROI, despite their cost, because they allow for premium prices and attract guests to book wellness packages. Guests are willing to pay more for a room or a day pass if they know they will get a special experience (similar to the way a hotel with a famous infinity pool attracts non-guests to buy access to the pool). What's more, if your sauna dive is iconic enough, you could attract local clientele: for example, local fitness enthusiasts who pay monthly spa fees or community sauna nights. This can generate an additional source of revenue beyond in-house guests.
Another way to increase sales is to offer guided sessions or classes for an extra fee. Some resorts offer scheduled contrast therapy sessions (perhaps with a spa instructor or sauna master guiding breathing exercises) - these can be offered at, say, €20 per guest for a 30-minute session, which seems reasonable for a "class" experience and uses the same facilities that would otherwise be free to use. Essentially, it's about monetizing the experience. On a softer side, you can cross-sell related wellness items: perhaps your spa boutique sells cold-soak tub systems or sauna accessories, or simply branded robes and hats (the traditional sauna felt hat is a fun souvenir). As one hotel consultant put it, "Combining wellness services can increase the efficiency of additional sales". They cite examples such as offering a post-workout ice bath after a personal training session or pre-selling spa experiences as part of a booking package to generate additional revenue. Thus, a gym might include a "contrast cooling therapy" add-on for personal training clients (increases the appeal of the training session), or a hotel booking site might offer "Upgrade to include unlimited access to the Spa Circuit during your stay - only €X". All these tactics take advantage of the sauna's appeal to increase revenue.
Increased spending and ancillary revenue: In addition to direct fees, consider the indirect revenue that a happy, relaxed guest generates. After a spa session, many guests like to relax and perhaps order a healthy smoothie, a fresh juice or a light snack - increasing food and beverage sales at the spa café or hotel bar. If you have a fitness bar with healthy food near the spa (as the Grand Hôtel Stockholm does), those leaving the sauna are prime customers for a protein shake or herbal tea. What's more, having a standout wellness feature can encourage guests to extend their stay (for example, booking a late check-out to enjoy another circuit in the morning, perhaps paying a late check-out fee). Research by the Global Wellness Institute indicates that wellness travelers spend more at the property - not only on spa services, but also on dining and shopping - compared to regular travelers. Essentially, they are a lucrative segment: they buy the $10 green juice, the yoga class and so on. So capturing this market with an exclusive experience ends up moving several items up the line.
Competitive differentiation and marketing: In a crowded hotel market, a sauna + cold plunge can be a real USP (Unique Selling Proposition). It looks good in photos for marketing materials and instantly communicates the message of "we prioritize wellness and extraordinary experiences". Particularly in the EU, where travelers may be actively comparing what each hotel spa offers, having a contrast therapy facility can be the deciding factor. For example, ski resort A has a basic sauna and hot tub, but ski resort B has a "fire and ice spa circuit" complete with outdoor sauna, ice diving, etc. Many wellness-conscious tourists will choose B, even at a higher price, because it promises more innovative, Instagram-worthy post-ski relaxation.
It's also a story that PR people love: "Hotel X presents Nordic Spa with first snow sauna and ice dive in [Region]" - these kinds of headlines are disseminated by the travel and lifestyle media, providing free publicity. Internally, the marketing team can create packages and promotions around this (for example, "Winter Warrior Package: includes daily contrast therapy ritual and a Viking cocktail after the dive"). The thematic possibilities are endless and fun, which helps with sales and promotional campaigns.
From a branding point of view, if you create a unique name for your hot-cold experience (for example, "Thermal Journey" or something specific like "Silicon Spa Circuit" if you're in Silicon Valley, etc.), you're almost creating a mini-brand that guests will remember. It becomes part of your identity as a property. Some hotels even partner with influencer trainers or wellness personalities to organize challenges or cold plunge retreats on site, taking advantage of their facilities to attract new audiences.
ROI and cost considerations: Of course we must recognize the costs - saunas and especially refrigerated pools have installation and operating expenses (equipment, energy, maintenance, etc.). However, industry experts argue that, when done strategically, wellness amenities can generate a strong ROI by increasing the overall performance of the property. For example, one study noted that hotels with extensive wellness facilities had higher revenue per room, even taking into account higher operating costs, compared to hotels with minimal wellness offerings. The increased revenue from higher ADRs, additional spending and attracting higher-paying guest segments tends to outweigh the costs if the facilities are well used. The key is to ensure use: an unused facility is money wasted, but as we've discussed, current trends indicate that these heat and cold features will be popular.
In addition, the longevity of these installations is an important factor. A well-built sauna can last for many years, as can a good cold plunge system (with upgrades to pumps or chillers as necessary). They don't require as much manpower as, for example, offering lots of different gym classes with trainers - a sauna and a cold plunge basically only generate utility expenses and periodic maintenance. In fact, some wellness design analysts point out that adding more self-directed wellness experiences (such as spa areas) can reduce labor costs in relation to revenue, since guests can use them without individualized service. This improves profit margins in the spa department.
We can also consider additional benefits: having a "complete" spa with contrast therapy can earn your hotel a higher star rating or a coveted wellness certification (such as the EuropeSpa quality mark), which in turn attracts more business (from tour operators, wellness travel agencies, etc.). For resorts, this can open up the possibility of hosting specialized retreats or corporate wellness events, which perhaps wouldn't consider your venue if you didn't have these facilities.
In short, when you thoughtfully integrate a sauna and a cold pool, you are investing in an experience that guests value and are willing to pay for. It's not a useless add-on; it can become a revenue-generating centerpiece. A telling example: some vacation rental owners have observed that adding a hot tub or sauna significantly increased their occupancy and rate per night. One survey found that adding a hot tub led to an increase of up to 13% in vacation rental occupancy. We can infer that a truly unique amenity, such as a full contrast circuit, could have equal or greater appeal in the context of a hotel, especially in the wellness niche.
In conclusion on ROI: the sauna + cold plunge duo can provide returns in several dimensions - tangible revenue, increased guest satisfaction (which leads to repeat business) and distinctive market positioning. As long as maintenance is taken into account and safety is guaranteed (which we'll get to below), the investment tends to be justified in today's wellness-driven travel market. A wellness consultant summed it up well: "Welfare integration leads to multidimensional returns - higher tariffs, loyalty and even long-term asset value". In the next section, we'll balance this optimistic outlook with the practical side: what operational factors you need to manage to keep this experience safe, clean and compliant.
Operational considerations: safety, hygiene and maintenance
Offering a hot-cold experience isn't just about building the facilities - operational diligence is key to ensuring guest safety, regulatory compliance and the longevity of your investment. Hotel operators must pay attention to everything from water quality and equipment maintenance to guest education and local health regulations. Here, we outline the key considerations and best practices for operating a sauna and cold plunge in a commercial environment.
Hygiene and water quality: A swimming pool or cold plunge pool is essentially a small shared body of water and therefore subject to similar hygiene requirements as a swimming pool or hot tub. In the EU, most countries impose strict standards for any public or semi-public bathing facility - be it a hotel pool, spa jacuzzi or cold plunge tub. For example, in the Netherlands, any swimming pool accessible to the public (including a hotel pool or sauna) must comply with strict hygiene and safety rules, including maintaining drinking water quality, regular testing of chlorine and legionella levels and keeping a log book of water checks. You should plan filtration, disinfection and monitoring systems for your cold plunge. Many plunge pools use continuous circulation through a filter and automated dosing of disinfectant (chlorine or bromine), just like a normal pool, because stagnant cold water can harbor bacteria, even if it's cold. Automated sensors to monitor pH and ORP (oxidation-reduction potential) can help maintain water quality with minimal manual intervention. Make sure your staff are trained in water treatment or hire a pool maintenance service.
If your installation is a simple fill-and-empty tub (some smaller soaking tubs are emptied after each use or daily), then you should disinfect between fills and keep the water source clean. Note that many countries require the water used to fill the pool to be potable (drinking water quality). Also, cold is not synonymous with clean - pathogenic organisms can survive in cold water, so cold plunge pools need sanitizing, even if the temperature is close to freezing. Don't forget about air quality in indoor facilities: if you use chlorine, make sure the room has ventilation so that by-products don't build up (although cold water generally emits less chemical vapor than hot tubs). Conclusion: operate your diving pool with the same care as a swimming pool - test it, treat it and document it, both for safety and to pass any health inspection.
Guest health and safety: Contrast therapy is generally safe for most people, but it does impose physiological stress. Operators must provide clear guidelines and supervision to prevent misuse. Key safety measures include:
- Time and temperature warnings: Post the recommended duration times (for example, "Limit sauna use to 15 minutes per session" and "Soak in the cold water for 10 to 30 seconds or as you feel comfortable"). Remind guests not to overdo it. It's easy for an enthusiastic novice to stay in the sauna too long and get dizzy, or to think they have to prove their stamina by sitting in 5 °C water for several minutes (which can lead to the risk of hypothermia). Responsible sauna culture actually discourages this kind of bravado - "competing to see who can take the most heat is ridiculous and unhealthy", as the Finnish Sauna Society advises. You can incorporate this wisdom into your signage in a friendly way.
- Health contraindications: It is important to warn guests with certain medical conditions to exercise caution or avoid the facilities. People with uncontrolled hypertension, severe heart disease or who are pregnant should consult a doctor or limit exposure to extreme temperatures. For example, Finnish guidelines note that people with heart problems or hypertension should avoid sudden immersion in cold water after the sauna, as this can cause blood pressure spikes. A simple sign such as "Hot and cold therapy can be strenuous - if you have cardiovascular or other health problems, be careful or seek medical advice before use" is prudent.
- Emergency preparedness: Make sure there is an emergency button or alarm in the sauna (standard in the building codes of many countries) so that the user can call for help if they don't feel well. In the diving area, have an easy way to call the staff or a camera monitored by the staff (respecting privacy), as a person may faint or slip. It's rare, but being prepared is essential. It is highly recommended to have staff trained in first aid and CPR on site (such as fitness instructors or spa attendants). In some jurisdictions, it may be necessary to have a lifeguard for pool areas - typically, small plunge pools may be exempt if they are a certain size, but always check local regulations.
- Physical safety measures: Little things can make a big difference. For example, non-slip surfaces are essential around the pool and shower areas - wet feet on smooth tiles are an accident waiting to happen, so use textured floors or rubber mats. Provide sturdy handrails and steps to get in/out of the cold pool; cold water can shock muscles and people can suddenly feel weak or breathless on first immersion, so good handrails help prevent falls. In the sauna, make sure that the oven/heater is properly protected so that no one accidentally touches it. Provide mats or matting so that the floor doesn't get too hot for your feet. All equipment must meet the relevant safety certifications (in the EU, electric sauna heaters must be CE certified and often meet specific standards for protection against overheating, etc.).
- Supervision and access control: Decide whether the area will be staffed continuously. Luxury resorts usually have an attendant or spa staff checking the spa suite periodically, which is ideal for security and service (offering water to guests, etc.). If there is no staff, consider security measures: perhaps locking the area after a certain time to prevent unsupervised use, perhaps by intoxicated people (you definitely want to discourage diving or use of the sauna by intoxicated people). Many venues also set age restrictions - for example, children under 16 are not allowed without adult supervision - because children regulate temperature differently and may not pay attention to signs. Post your rules clearly (for example, "Children must be accompanied by adults. Not recommended for children under X years old").
- Regulatory compliance: different countries have different specific rules. Some require operating licenses for thermal pools, periodic health department inspections or special licenses if you offer these services. For example, in the UK, there are surprisingly few specific regulations for saunas, but the use of best practices from countries such as Finland is encouraged. In Finland and other countries, commercial saunas are built to strict fire safety and ventilation standards. Make sure that the construction of your sauna complies with fire codes (suitable materials, clearances, sprinklers if necessary). In addition, electrical components in wet areas (lights, controls) must be installed in accordance with regulations to avoid the risk of electric shock.
Following a recognized standard or obtaining quality certification can be useful. The European Spa Association's EuropeSpa certification, for example, has criteria that guarantee that facilities meet high standards of safety and hygiene. It may be overkill for a small hotel, but for resorts it's worth considering as a sign of confidence.
Maintenance and durability: To keep the guest experience at a high level, you will need a maintenance plan for both the sauna and the pool. Saunas require periodic heater checks (heating elements or stones replaced as necessary), wooden benches should be cleaned and eventually restored or replaced after wear and tear, and doors/ventilation should be maintained. A sauna used intensively every day ages faster - using high-quality wood such as cedar or Nordic spruce helps, as they resist the cycle of heat and humidity. Encourage guests to shower before the sauna (many cultures make this a rule) to keep sweat and dirt off the wood as much as possible. Provide towels to sit on (also more hygienic). This reduces stains on the seats and odors.
For cold dives, an important part is the cooling system (unless you literally fill it with ice every time, which isn't practical on a large scale). Coolers and circulation pumps should have a preventive maintenance schedule - cleaning filters, checking coolant levels, etc. As the water is cold, limescale or biofilm can build up differently than in hot tubs; use suitable cleaning chemicals. If you use chlorine, cold water may require a slightly higher residual to be effective (as disinfection is slower in the cold), so consult your pool supplier about the appropriate levels. Monitor any signs of contamination (cloudiness, etc.) and respond immediately - by shocking the pool or renewing the water if necessary.
It is advisable to schedule regular intervals for deep cleansing. Some spas close their spa areas one day a week or a few hours a day for cleaning. During cleaning, scrub and disinfect pool surfaces, hose down sauna benches, etc. Also check items such as lights (is the chromotherapy light in the pool still working?), thermometers/hygrometers (guests like to see the temperature gauge, make sure it's accurate) and drainage (clear any blockages in the floor drains - they inevitably trap towels or falling debris).
Energy use is another maintenance consideration. Saunas can consume a lot of energy (staying at around 90 °C for hours) and cold plunge pools also consume energy to cool the water continuously. To manage costs, you can fit timers or intelligent controls - for example, lowering the sauna's standby temperature during off-peak hours or covering the cold plunge pool at night to reduce heat gain. Modern systems even allow for energy-saving modes that still allow for a quick warm-up when a guest arrives. While it can increase wear and tear to constantly heat/cool a sauna, a few adjustments can reduce utility bills. With sustainability as a priority, consider heat recovery systems - for example, excess heat from the sauna's HVAC system could theoretically help heat your pool or water elsewhere; some innovative spas take advantage of these synergies. Also ensure adequate insulation in the sauna walls and a well-fitting door so as not to heat up the whole building!
Finally, training your staff is also part of maintenance. Make sure that the person in charge (engineer, spa manager, etc.) knows all the ins and outs of the equipment. They should know how to quickly turn off the sauna heater in an emergency, how to backwash the plunge pool filter, what chemicals to use (and not to use) on wooden surfaces (for example, don't use strong bleach that will damage the wood - a mild wood soap is usually used).
Guest education and etiquette: A smooth operation also depends on guests respecting certain rules of etiquette. It can be useful to post or provide etiquette guidelines - such as showering before entering (for hygiene), using a towel in the sauna (for comfort and cleanliness), not using glass cups (only plastic cups for water in the area, to avoid the risk of breakage) and so on. Many European spa goers are familiar with these rules, but international guests may not be. Simple, polite reminders keep the facilities pleasant for everyone and reduce your cleaning burden (for example, a sign with "Please do not pour water on the sauna heater unless using the ladle provided - ask the staff if you're not sure") to prevent anyone from dipping an electric heater inappropriately.
In short, operating a sauna and cold plunge in a hospitality environment requires a diligent approach to cleanliness, safety and preventative care. By implementing strict hygiene protocols, monitoring and managing risks and keeping equipment in top condition, you ensure that this wonderful guest experience remains safe and carefree. Many of the measures simply consist of adopting the same standards as you would for a swimming pool or any spa - but it's worth emphasizing this because a single incident (such as a slip-and-fall injury or an outbreak of bacteria) can jeopardize the good reputation you've built up. Fortunately, with the right measures, such incidents are rare. Most hotels run their spa areas with excellent safety records. And when guests see obvious signs of cleanliness and clear instructions (such as crystal-clear water and posted guidelines), it builds trust and encourages them to participate safely.
Conclusion
Saunas and cold plunges, when combined, create much more than a passing wellness trend - they offer a transformative journey for guests that combines tradition, emotion and rejuvenation. For hospitality providers, integrating this hot-cold ritual can set your property apart by offering exactly what modern wellness travelers are looking for: authentic experiences that engage the senses and the soul. We explored how the popularity of contrast therapy is increasing across Europe, driven by demand from wellness-seeking tourists and fitness enthusiasts who crave the feeling of "vitality" it provides. By carefully designing a sauna + cold plunge circuit - whether it's an expansive spa suite in a resort or a cozy rooftop installation in a boutique hotel - you can cater to properties of all sizes and types, incorporating wellness into the DNA of the guest experience.
The business case is compelling: higher guest satisfaction, more positive reviews, higher spending on additional services and an exclusive marketable amenity that generates premium rates. When guests leave feeling euphoric and fulfilled (and perhaps with an envy-inducing social media post about the scalding sauna and icy plunge), they take with them a positive impression of your brand that can translate into loyalty and advocacy. In the competitive landscape of hospitality, a differentiated offer like this is a strategic asset.
Of course, success lies in execution - maintaining safety, hygiene and high-level operations to ensure that every hot-cold circuit is a pleasure, not a risk. By adhering to industry best practices and local regulations, training staff and educating guests, you protect both your customers and your investment. When done right, the sauna and cold plunge duo can work efficiently for years, continually delighting new visitors and perhaps even becoming the stuff of legend in travel circles ("You haven't really stayed at Hotel X until you've experienced the midnight sauna and glacier plunge ritual!").
At the end of the day, integrating contrast therapy isn't just about adding amenities, it's about creating an experience. It's the sequence of sensations and emotions that will remain etched in your guests' memories. The warmth that melts their defenses, the cold that awakens their spirit, the relaxation that centers their mind - this alchemy creates a story that guests love to relive and share. And isn't that what defines exceptional hospitality? Creating those unique moments that remain in the memory long after check-out.
So whether you're a hotelier in France or a spa designer in Sardinia, consider embracing the hot-cold trend and making it your own. In doing so, you honor a rich European wellness heritage while offering something distinctly modern and experiential. Your guests will thank you with enthusiastic reviews - in between their sauna sessions and cold plunges, of course.
For inspiration in designing your own luxurious sauna experience, feel free to explore our selection of high-quality saunas and cold tubs - each a potential cornerstone for your next exclusive guest offering.
We also offer a free consultation to help design your commercial wellness space to the highest standards and we provide a complete solution, from concept to customized installation. Schedule your consultation here to get started.