Seventy-one per cent of respondents
claimed they would look for spa deals, packages and off ers online
2 per cent and 6 per cent, respectively. Accord- ingly, when looking for spa deals, packages and off ers, magazines, newspapers and television scored relatively modestly with 35 per cent, 25 per cent and 8 per cent of respondents using such media, respectively. T e internet however was much more popular with 71 per cent of respondents claiming they would look for spa deals, packages and off ers online (see sb07/3 p86), 59 per cent using email and 12 per cent preferring social media websites like Twitter and Facebook. However, the information for this study was sourced from an online survey. When it comes to the primary rea-
sons for visiting spas, the 2010 Global Spa Survey found that almost everyone (89 per cent) visits a spa for relaxation and stress management purposes. Interestingly, how-
www.spahandbook.com
ever, is that 34 per cent of responses said that their visit was prompted by redeeming a giſt certifi cate. T e report states: “We are hard- pressed to think of another industry where giſt certifi cate redemption is a primary driver for a purchase. Giſt certifi cates are commonly marketed to compel an up-sell or to provide the recipient more latitude in their spending. Clearly, spas need to be sure that giſt certif- icate promotion is conspicuous in all eff ects and that purchase is easily executed.”
SERVICES AND FACILITIES Findings from the Spa Sentiment Research Report showed that the most popular type of spa frequented were day spas, followed by hotel/resort spas, as shown in Graph 1. Increasingly, spas have become an expected
hotel amenity, particularly at the fi ve- and four-star levels. T is survey revealed that 15 per cent of respondents felt it would be “very important” for a hotel to have a spa, 62 per cent found it to be “somewhat important”, while 23 per cent “did not feel it would impact their property selection”. When it came to spa treatments, this report
was again in line with other industry fi ndings. For example, 92 per cent of respondents said they typically bought massages, making it by far the most popular of treatments. T is was followed in second and third place by pedi- cures (63 per cent) and facials (62 per cent). T e least popular treatments were injectables (Botox, etc) at 3 per cent, laser treatments at 5 per cent and metaphysical treatments at 6 per cent. Given that such services are not
business handbook 2011 39
Sp cialOff er
PHOTO:
ISTOCK.COM/©STÍGUR KARLSSON
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