In Part 2 of her presentation, NKBA head of research Tricia Zach explores key trends and influences on luxe baths, and offers designers’ advice for building a thriving client base.

 By Dianne M. Pogoda

 

The luxury bath is all about indulgence.

Of course, it has to function well, be durable and easy to maintain, meet the specific needs of the homeowners and be safe for all users. But luxury in the bathroom means sanctuary, relaxation, rejuvenation, customization, pampering and escape from a harried world and lifestyle. 

These were among the findings in the 2022 Luxury Bath study, an exclusive NKBA research project that was the basis for the Luxury Bath Summit, held in partnership with Cambria and sponsored by House of Rohl.

During the virtual summit, NKBA head of research Tricia Zach shared findings from the study. In the first of a two-part presentation, she spoke about the changing role of the bath, understanding what luxury means for baths, what elevates the space from a really nice high-end bathroom to the luxury level and what part technology plays in luxury baths. (Click here to read Part 1.)

In Part 2 of her presentation, Zach discussed trends in luxury baths, the role of brands in this segment, and “luxury matchmaking,” which is intended to help designers expand this part of their business.

The study was similar to the Luxury Kitchen research conducted last year. Based on discussions with 12 NKBA designers and seven of their clients, it showcases 13 luxury baths. It also endeavored to establish a “luxury bath rulebook” that identifies best practices and to translate them into tips and strategies for success when designing a luxury bath.

Watch the NKBA Summit: The Luxury Bath On Demand Now >

 Trends and Inspiration

Homeowners want to re-create the resort experience in their homes. Zach noted that hospitality is the top-ranked factor influencing residential bath design trends. More than half of all designers reported that their designs were informed by hotel, resort or travel experiences, either their own or those of their clients. Drilling down further to luxury baths, it’s the high-end resorts and spas that have the greatest influence on luxury bath design. 

Participating designers Jacque Bethke and Blue Arnold, CMKBD, both said their clients requested elements gleaned from high-level retreats incorporated in their bathrooms. As Arnold put it, “Fabulous residential design takes a lot from hospitality.  Fabulous hotels create a feeling when you walk in – forged bronze handles, every textured finish is layered.  These elements can be applied to an amazing luxury-centric bath project.”

The Luxury Bath study identified enduring, fleeting and in-flux trends.

Leading the list of enduring trends — those cited by most designers as having real staying power (at least for the foreseeable future) — are separate vanities and two water closets in their own private areas (if space permits). These clients don’t want to wait or share, and value the privacy of sequestered toilets. They also splurge on smart toilets and integrated bidets.

“Clients we spoke to could not speak more highly of the bidet features, and in fact, said they couldn’t imagine living without them,” said Zach.

Next on the list: Heated floors and shower benches. These gems of comfort are often not on clients’ radar, but once designers suggest them, they’re considered nearly indispensable.

The study found that multigenerational use is also an enduring trend. “As baths have grown larger in size, they have become places of togetherness,” said Zach. “It’s where couples or families shower or bathe together, where they get ready together for special events like dance recitals, proms or weddings, or where they just unwind and reconnect after a busy day. 

Also on the multigenerational theme, living in place features are important for homeowners who want to stay in this home as long as possible — especially since they’re investing significantly in the bathroom. Even if they don’t need the features at the moment, savvy homeowners will incorporate elements like curbless shower entries with linear drains, stylish grab bars, hand-held sprays and benches in the shower, among others.

Low-maintenance choices, in terms of durable, easy-to-sanitize materials as well as design and layout that’s easy to clean, is of paramount importance. A luxury bathroom doesn’t look particularly luxurious if it’s not clean.

Another element of the luxury bath is adaptability. A bathroom that can function in the morning as a place to get ready for the day with bright lighting appropriate for shaving or applying makeup is transformed to a serene, calming space with soft lighting to help homeowners relax and unwind at night. 

Innovations include larger showers, and unconventional use of appliances, like a warming drawer — typically in the kitchen — used to keep towels and robes toasty. 

Bathtubs are often on the chopping block, since many clients say they don’t use them. Designers, however, maintain that the tub, especially a generous soaking tub, is a true luxury and an integral part of the luxe bath experience.

“Aesthetically, the tub is a visual focal point that can anchor, balance or add artistry to the room,” Zach revealed. “It’s a visual signifier that says, ‘this is a place of refuge and relaxation.’ As one designer said, ‘It’s better to have a tub and not use it than to not have it and want it —that’s luxury.’”

The top in-flux trends — liked by some, banished by others — included steam showers, although this really depends on the homeowner; towel warmers, which are controversial because of the performance to investment ratio, and sustainable design, especially dealing with the California Green Building Standards Code.

As for fleeting trends, most designers agreed that authenticity is critical at the luxury level, and that imitation materials do not belong in this space. Technology that doesn’t “work well enough” is also on the wane — if the tech is there, it has to work flawlessly — and finally, aesthetic fatigue from elements that are over-played: the color beige, espresso wood and vessel sinks.

 

To Brand or Not to Brand

Unlike many other areas of the luxury consumer’s life, like cars, clothes, accessories and even kitchens, brands don’t play as big a role in purchasing decisions for the bath.  

“Among those designers who do not think prestigious brands are needed to create a luxury bath, the product attributes that are important to them are quality, reliability, aesthetics and durability,” said Zach. “Designers who feel luxury products are a necessity in their bath designs told us luxe brands usually have been around longer and have been perfected over time. They also think that luxe brands invest more in R&D and offer artisan quality, which differentiates them from their competitors.”

More important than the brand names are innovation, performance, high quality, aesthetics  and craftsmanship. Most clients don’t typically request specific brands for the bath, and usually select what their designer recommends.

 

Matchmaker, Matchmaker

“Luxury matchmaking,” said Zach, “is intended to help designers attract luxury clients and expand this segment of their business.” 

Among the key strategies revealed in the study:

  • Since most luxury work is referral-based, it’s important to build a strong and trusted network;
  • Participate in design competitions and local home tours;
  • Cultivate a strong online presence and invest in an impeccable website design;
  • Understand the client and ensure good chemistry. A poor fit or personality clash may ultimately do more harm to a designer’s reputation and outweigh the benefit of an extra job.

Clients also look for several characteristics in their designers. “They obviously expect a designer to be experienced, talented and creative, but they place a high value on the soft skills they possess as well,” Zach explained. “They are looking for a trusted partner who puts their needs first, listens and communicates honestly and brings a fun and positive energy to the project.”

She closed by quoting designer Nar Bustamante, who participated the 2021 Luxury Kitchen study: “You can’t hunt luxury… they’ll run from you. You can’t knock on their doors. You have to walk the life. Take incremental steps with each client, proving that you’re the person, one client at a time. The work finds you.”

NKBA’s Luxury Bath Summit was based on the exclusive 2022 Luxury Bath research report. The report is available for NKBA members to download as part of their annual membership. Non-members may purchase the report for $1,995. Visit NKBA Research to download.

The Luxury Bath Summit is available to watch on demand. Members need to log in to nkba.org and may view at no additional charge; non-members who registered may access the videos as part of their registration fee; other non-members may purchase the video package for $99. Click here for more.