This page contains a Flash digital edition of a book.
© IST
OCKPHO
T
O
.COM
Popularity rankings In the survey,
14 per cent of respondents said
Attracting adults who’ve shown
they’d had a body treatment, such
as a massage, in the previous year
an interest in spa, but never been,
could bring in an additional £740m
made changes to their beauty treatment
routine if they’re married or living as
married rather than single: just over
three in 10 single women say they have consumers are with their treatments. and the niche consumer interest – are
made no change, compared to more than Despite being more likely than other non-surgical treatments such as laser
two in fi ve women who are married or age groups to have had just one treatment, Botox and teeth whitening.
living as married. This could at least in treatment, younger demographics
part be accounted for by the additional (most notably 15- to 34-year-olds) reaching potential
security of a joint income. nevertheless include a signifi cant Not only are attitudes towards spas
However, as the household size number of people who use spas more changing, but so is the demographic of
increases, the responsibilities towards regularly: almost three in 10 have had potential clients if targeted in the right
the family weigh more heavily: more three or more treatments, compared to way. Attracting the adults who haven’t
than four in 10 women in one- or two- just one in seven adults aged 55 and over. been to a salon or spa, but who are
person households have maintained Today, the most popular type of interested in visiting, could bring an
their beauty treatment routine, but this treatment among UK consumers is a additional £740m to the industry – a
falls to less than one-third of women in manicure/pedicure, with 34 per cent significant opportunity for operators
households of three people. of spa-goers saying they’ve had this willing to engage with them. Tapping
treatment over the past year. Hair into this latent consumer demand will
treatment choices removal using wax, sugar or threading, be key to success in 2010.
When looking at treatments in more and use of the sauna or steam room, Effective communication will also be
depth, gender issues are highlighted prove to be the next most popular vital: overcoming the perception that
once again. Perhaps unsurprisingly, 82 treatment options, with both being spas are boring, gaining buy-in from men
per cent of male salon or spa attendees undertaken by 20 per cent of spa-goers and addressing issues of cost can all be
have had just one treatment, compared in the past year. Meanwhile it seems addressed via marketing designed to
to 48 per cent of women. Around three facials and body treatments are of reach the elusive potential client and
in 10 women have had three or more equal popularity with spa-goers, each drive repeat business.
treatments in the last 12 months, undertaken by 14 per cent of those
compared to just one in 20 men. going to spas. Least popular at 4 per sian brenchley
Interestingly, age also plays a part cent – refl ecting both the limited pr manager, mintel
when it comes to how adventurous number of spas with the capability healthclub@leisuremedia.com
february 2010 © cybertrek 2010 Read Health Club Management online 75
healthclubmanagement.co.uk/digital
Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68  |  Page 69  |  Page 70  |  Page 71  |  Page 72  |  Page 73  |  Page 74  |  Page 75  |  Page 76  |  Page 77  |  Page 78  |  Page 79  |  Page 80  |  Page 81  |  Page 82  |  Page 83  |  Page 84
Produced with Yudu - www.yudu.com