RESEARCH
off ered by many spas, their lack of popularity is not surprising. Interestingly, only 15 per cent of respondents used signature therapies. T e most important factors aff ecting cus-
tomers’ enjoyment of their spa experience were relaxation, scoring 91 per cent, followed by detox and stress management, scoring 56 per cent. Accordingly, respondents rated the provision of a relaxation room within a spa as the most important spa facility off er- ing (see Graph 2). Some of the fi ndings in this area, however,
are diffi cult to interpret. T e survey contains no segmentation in terms of quality of provi- sion or indeed in terms of type of spa. T us, a spa dining area was deemed to be “not impor- tant” by 48 per cent of respondents, yet clearly an essential facility in a destination spa, for example, where guests are staying over. As in most other studies, cleanliness, professional staff and atmosphere were found to be very important in the spa sentiment study. A total of 84 per cent of respondents also “consider it helpful when the therapist discusses prod- ucts that are used in a service”.
TREND WATCHING Respondents in the Spa Sentiment Research Report were asked to evaluate the importance of 11 stated and defi ned trends. Not surpris- ingly, “increased spa amenities” scored highest at 72 per cent – survey respondents tend to ask for more if given the chance! More inter- estingly, the next highest scorers were holistic (57 per cent), organic (49 per cent) and then green (40 per cent) spas. Holistic spas were defi ned as ones which “treat the individual as a whole – mind, body and spirit”; green spas as ones which “embrace environmental proc- esses and sustainability” and organic spas as ones which “feature eco-friendly facilities, use of organic products in treatments”. Interestingly, organic spas also featured as one of global media and marketing company
40 spa business handbook 2011 graph 1 — Spa Type and Frequency of Usage
80% 100%
60% 40% 20% 0%
VERY OFTEN
OFTEN SpaFinder Inc’s top 10 trends of the decade.
“Indigenous treatments” contained both in the spa sentiment study and in SpaFinder’s Top Spa Trends for 2010 predictions did not score too highly at 24 per cent.
PRICE TO PAY In the Spa Sentiment Research Report a large proportion of respondents stated that their usage and spending in spas in 2010 would be the same as that in 2009 (see Graph 3). Fur- ther, similar numbers of respondents were proposing to use spas less compared with those proposing to use spas more. However, a greater proportion (24 per cent) proposed spending less in spas, compared with those thinking of spending more (21 per cent). Given the economic climate when this survey was undertaken, a spokesperson from Coyle states:
“it’s interesting that many of the respondents could be swayed to spend more at spas with
USUALLY
SOMETIMES
NEVER
the right motivating forces. People need to feel that their treatments are truly an invest- ment in their wellbeing and are looking to get value. Many commented that they would be drawn to spas that are somehow giving back to the community”. Given the global fi nancial downturn, it is
not surprising that price and price-related issues such as the economy, were the most cited deterrents from using spas in the past, and price-related reasons were also the key reason why consumers said they may use spas less, and spend less, in 2010 compared with 2009. Of those proposing to use spas less in 2010, 20 per cent had not actually lost any income, “but the fear of an uncer- tain future has made them wary of spending more money”. At this point, it would be inter- esting to refer back to the spa deal adverts that were most popular in Coyle’s 2010 Glo- bal Spa Survey. In its Spa Sentiment Research
www.spahandbook.com
Day spas Resort / hotel spas Destination spas Local membership spas Club spas Medical spas
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