Image: Cook said the UK spa sector is 'in transition'

The new Viva Urban Spa concept has been unveiled as part of a relaunch of De Vere Village - the mid-market UK hotel operator now called De Vere Village Urban Resorts.

In collaboration with ESPA and Dermalogica, the repositioned concept will look to take "the spa product out of the typical treatment room" and into bedrooms throughout the hotels.

Custom-built treatment rooms will still feature as part of the Viva Urban Spa offer, but it will also allow for in-room head and shoulder massages.

Meanwhile, De Vere Village Urban Resorts is trialling its Spa bedrooms in St Davids, which will mirror the atmosphere of the spa and include in-room ESPA products.

De Vere Village Urban Resorts chief executive Robert B Cook said: "The spa business in the UK is having its dose of airline flu and is deep into its transition from a luxury proposition for the Laboutin heeled to almost an everyday necessity.

"The days of the lavish spa retreat serving exotic fruit pulps and gourmet food are dying out fast. Spa is like diffusion in fashion - people want spa in the form that suits them best.

"Few can afford to choose Armani Couture; most go for Emporio Armani or Armani Exchange - same designer, different markets. The same is now true for the spa - the product offering is constant but it's the surroundings in which it is delivered that is evolving."

Details: www.village-hotels.co.uk