From the outside, the Ponte Vedra Inn & Club's spa doesn't look like a burgeoning business for the hotel company and private club.

But housed in an innocuous, single-story, 10,000-square-foot building dwarfed by the Inn & Club's adjacent tennis center, the spa is a bustle of activity one early Monday morning.

Treatment rooms are full. Customers and employees move through a cramped lobby.

"It never used to be this busy," said Andrew Radovic, vice president of sales and marketing for the Inn & Club. "You'd come in and the place would be pretty empty."

For local high-end resorts, business is changing. To capture the leisure and corporate traveler, local hoteliers said spa facilities have become a necessity, rather than an option.

The on-site spa is so important that during the last two years the largest luxury resort hotels throughout Northeast Florida have invested more than $40 million in spa expansion projects.

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