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Best of British L


We give an overview of UK consumer attitudes towards wellness, health and fi tness


eisure-net Solutions, a UK leisure market intelligence company, has questioned people in the UK about their thoughts and perceptions of


spas and wellness facilities and treatments. Every year Leisure-net produces the


HAFOS – Health and Fitness Omnibus Sur- vey – report, which is regarded as a fi tness industry barometer of UK consumer atti- tudes and towards health, activity and the active leisure sector. In 2010, a focus on well- ness was included in the street survey which targeted 1,600 members of the public.


KEY FINDINGS


Out of the people questioned, 61 per cent said that spa treatments are a special treat that everyone should enjoy now and then, however, only 20 per cent believed that spas are a lifestyle choice that everyone should use on a regular basis to help manage stress and enhance relaxation. When specifi cally asked whether a spa was


somewhere with lots of water features, 85 per cent strongly agreed or agreed. Of those who had treatments within the six months previous to the survey, 61 per


cent had therapies such as manicures, ped- icures and facials; 45 per cent had gone for complementary therapies including massage and acupuncture; and only 11 per cent had tried a medical therapy of some kind. Overall, 45 per cent had their treatment


on the high street, 25 per cent visited a hotel or health club/leisure centre spa, 11 per cent chose a day spa, and 9 per cent had their treatment in a true destination spa (an over- night destination where spa was the main focus). For complementary therapies, 12 per cent used a high street salon and 18 per cent visited a health club/leisure centre or hotel. Sixteen per cent of respondents said they


were likely to have another treatment in the next six months aſt er the survey . For those who said they were unlikely to


have a treatment in the following six months, the main barrier was cost/perceived lack of value for money (58 per cent). Other responses included 26 per cent who said there was no need/no benefi t, 17 per cent who didn’t feel they would fi t in or enjoy the experience, 7 per cent who felt intimidated and 4 per cent who didn’t feel they knew enough or knew where to go. ●


82 Read Spa Business online spabusiness.com / digital


High street spas, such as Dove Spa are the most popular with UK consumers


Call and email focus


For the fi rst time in 2010, Leisure- net also conducted a call-Focus™ and email-Focus™ survey on the UK spa sector to fi nd out – via mystery shops


– how well operators responded to customer phone and email enquir- ies. Around 10 per cent of the UK’s spa operators were tested. Overall, with calls, spas scored


highly in showing their contact details clearly on the web (78 per cent), picking up the call within fi ve rings (82 per cent) and answer- ing the enquiry in full and were also rated extremely well for friendliness (87 per cent) and professionalism (79 per cent). However, customers were only prompted to make an appoint- ment in 8 per cent of calls. Interestingly, emails elicited a


much poorer quality of response. T irty-six per cent of emails were not even replied to and out of the messages that were received only 32 per cent met overall levels of best practice such giving an individual response. A meagre 12 per cent of operators informed customers about special off ers in emails.


SPA BUSINESS 4 2010 ©Cybertrek 2010


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