This page contains a Flash digital edition of a book.
RESEARCH graph 2 — Importance of Spa Facility Off erings


80% 100%


60% 40% 20% 0%


graph 3 — Respondents' Spending and Visiting Intentions in 2009 versus 2010


40% 50%


30% 20% 10% 0%


NOT IMPORTANT


SOMEWHAT IMPORTANT


VERY IMPORTANT


FREQUENCY OF SPA VISITS


SPA SPENDING


Report 2009, 81 per cent of respondents said they would be enticed to try a new spa if a discount card was off ered. When asked “to select their top three choices on what would provide the most value to their overall spa experience”, the highest proportion of those questioned (66 per cent) picked “bargain/dis- counted prices”, while “shortened services for a lower rate” only scored 18 per cent. Despite a rebound in the stock market and


certain positive economic signs, it is clear that price, and price-related issues, are likely to remain on consumers’ minds. Spas will need to market creatively with price and perhaps utilise more sophisticated yield management measures to retain and grow demand. ● To get hold of a copy of T e 2010 Global


Spa Survey or T e Spa Sentiment Research Report 2009, visit www.coylehospitality.com, or call +1 212 629 2083.


42 spa business handbook 2011


Carried out online, T e 2010 Glo- bal Spa Survey by Coyle Hospitality was completed by 1,275 consumers worldwide over six days in April and May 2010. A higher concentra- tion of respondents were from North


America, but they were well-travelled, with people visiting places such as Mexico (71 per cent), Canada (69 per cent), the British Isles (48 per cent), the Middle East/Africa (21 per cent) and China (16 per cent). T ere was an even split between the ages of 22 to 50-plus in the respondents. Questions were qualitative and multiple choice and the goal was “to better understand what consumers want and how they seek to fi nd it”. T e Spa Sentiment Research Report 2009 was conducted online in September 2009


by Coyle Hospitality with management and consultancy fi rm WTS International. T e key goal of the survey of 1,300 active spa-goers in the US was “to help the indus- try understand the spa guest better and improve its off erings”. From a demographic point of view, most


spa-goers had above-average income lev- els. Indeed, the majority of this survey’s respondents enjoyed average house- hold incomes of us$125,000 (€94,800, £80,250) or above. Only around 14 per cent of respondents had average household incomes of us$50,000 (€37,900, £32,100) or less. In terms of age, 74 per cent of respond- ents were between 30 and 59 years of age, with the highest proportion (30 per cent) in the 30 to 39 age band.


www.spahandbook.com


Relaxation room Locker room Hot tub Sauna room Steamroom Fitness facility Spa dining area Heated lap pool Outdoor pool Staff ed locker room


Retail Co-ed areas


More T e same


Less Uncertain


STUDY DETAILS


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