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RESEARCH


The majority of respondents visited a spa for relaxation (79 per cent) compared with just eight per cent who went for beautifi cation


■ Seven per cent stayed at a spa while trav- elling for at least three hours compared to just 1 per cent of local spa goers who stayed


for that duration ■ Twenty-fi ve per cent chose not to use the public water-based facilities while trav- elling even though they were available, compared to 18 per cent of those spa-ing


near home ■ Travellers surveyed reported spending 130 per cent more on tips/gratuities com- pared to non-travellers


PREFERENCES AND FORECASTS Over 40 per cent of Thai spa-goers stated that their favourite spa treatment was aro- matherapy massage, although this was


Over 50 per cent had visited a spa with someone else, such as friends, a spouse or family


chosen in only 17 per cent of the last local spa visits and 19 per cent of the last travel- ling spa visits. The most important factor when choos- ing a spa was that spa therapists have formal qualifi cations (see Graph 3). This was rated 6.4 on a scale of one to seven, where seven was defi ned as extremely important.


Graph 3: How Important Are The Following Factors When Choosing a Spa Facility? Extensive range of spa treatments


Couples treatment rooms available Separate relaxation room available Facilities available eg plunge pool Location of the spa Five star service


Prices of the spa treatments Therapists have formal qualifi cations 1 2 Not important Source: Intelligent Spas, Thailand Spa Consumer Report 2012 104 spa business handbook 2013 3 4 5 6 7 Extremely important


Of those surveyed who did not visit a spa within the year before completing the ques- tionnaire, 42 per cent said they felt spas were too expensive and 18 per cent said they were too busy to go to a spa. When it comes to future use, the Thai


spa consumers stated that, on average, they planned to visit spas near where they live 6.6 times on average, during the 12 months following the survey. Three quarters of respondents said they were likely to visit a spa while travelling, six or less times in the 12 months following the survey.


TAKEAWAY POINTS Research is interesting to read but taking action based on the intelligence is often diffi cult. The following points aim to pro- vide examples of how spas, consultants and other users may interpret the survey fi ndings and apply them to make positive changes, in order to address the current behaviours and preferences of spa-goers.


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