The National Kitchen & Bath Association (NKBA) presented its first Luxury Bath Summit June 22 -23, reaching over 1200 industry trade professionals. The two-day virtual event, in partnership with Cambria and sponsored by House of Rohl, was based on the findings of the NKBA’s recent market research report, the 2022 Luxury Bath Study.
“Today’s luxury bath has evolved, becoming a sumptuous spa-like space that offers sanctuary, wellness, and quietude,” says Suzie Williford, EVP and chief strategy officer, NKBA. The event began with a qualitative look at the luxury bath segment by the NKBA market research team, then turned to deeper discussions into what is influencing luxury bath design today, exploring drivers including products, design approaches, lifestyle shifts, and influences.
“Not surprisingly, we found that travel, experiences at fabulous hospitality venues, a desire for fully integrated technology, and a slew of rich materials were musts for many. We also learned that the luxury bath is really part of a full-on look at the primary suite — bedroom, lounge, dressing areas, closets, and bathroom spaces. NKBA trade professionals continue to influence two of the most significant living areas in the home, always bringing comfort, safety, and beauty.”
NKBA Luxury Bath Market Research: Five Key Takeaways
- Luxury baths are reclaiming priority — and even square footage — from bedrooms, closets and other spaces.
- Technology in the bath is a priority, albeit a hidden one that enables ease, convenience, safety, and experiences.
- It’s easier to incorporate wellness and “living in place” concepts due to new product innovations like steam showers, hydrotherapy, chromatherapy, and integrated bidets and smart toilets.
- Baths have evolved from a primarily functional space and an afterthought to one of the most important rooms in the home.
- Baths have become a place where we invest time and enjoy, a place to nurture whole health and (even) romance.
NKBA Luxury Bath Summit Highlights:
- Incorporate Nature. Elma Gardner, CMKBD, owner and president of By Design Studio, noted standout natural materials include teak, a soaking tub allowing for continuous water movement, and large windows for more natural light and outdoor nature views.
- Integrated Technology is polarizing, but here to stay. Homeowners want integrated technology that is intuitive and easy to use. “They don’t want to have to work the technology,” said Blue Arnold, CMKBD, owner of Kitchens By Request. He incorporated technology into his client’s bathroom that was well-hidden, practical, and not overly complicated, including automated shades, heated floors, ambient lighting, speakers, and a TV in the mirror.
- Hospitality is a driving inspiration. Jaque Bethke, the principal designer for Jaque Bethke Design, reinforced the NKBA study finding that travel and hospitality spaces are a big influence on clients. They want to recreate the comfort, details, and amenities offered at five-star properties, notably hidden TVs, separate water closets, coffee and wine bars, lounge areas, voice-activated lighting, and temperature and window controls, as well as soaking tubs and multi-spray showers.
Luxury Bath Summit on Demand
Click here to watch sessions from the Luxury Bath Summit. The NKBA on-demand page is live for members and anyone who registered for the Luxury Bath Summit. Those who registered also receive free access to the Luxury Bath Study. One select session from The Luxury Bath Summit will be rebroadcast on August 11, 2022 for on-demand viewing.