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Ninety-two per cent of UK spa consumers want water facilities, such as those at the Thermae Bath Spa, according to the report
was “to get some down time and unwind”. Only 11 per cent of respondents selected the answer: “so I can look good”. Age also seems to be a factor in terms
of whether to spa with others or alone. Over-40s are more likely to take friends or spa alone, but those under 40 are much more likely to go to a spa as a couple. Massage is the treatment that’s most
favoured by UK spa-goers, selected by 93 per cent of people, while facials come
second, at 65 per cent. New and unusual treatments are also popular, winning approval from 50 per cent of respondents. Yet it only takes one bad member of
staff to leave a sour taste in the mouth. Eighty-nine per cent of customers selected poor customer service when asked: “what ruins your spa day?”. Noise levels were the second most
likely factor to ruin a spa day, at 88 per cent. Metland concludes: “Many spas
are introducing quiet zones or signs. This is appreciated by customers and can help to tackle problematic noise levels. Anything to pull a customer back is a bonus and if quiet signs are needed then they should certainly be used.” l
See p80 for inaugural benchmarking figures for the UK spa industry