Barriers to Visiting a Spa Too costly
Do not have spas available in my area
Not comfortable visiting a spa Do not have enough time Spas are too indulgent
Australia Canada UK 27% 31%
Not familiar with spa environment/etiquette 10% 12% 9% 4%
40% 13% 16% 14% 7% 3%
US
27% 21% 13% 12% 12% 5%
39% 14% 14% 11% 9% 3%
All
33% 20% 13% 12% 9% 4%
The idea of men only visiting a spa to buy a voucher for women is increasingly in the past according to the study
likely to go on a regular basis according to the study. Only 11 per cent of British spa-goers get a treatment more than four times a year, compared to 20 per cent of Americans and 21 per cent of Australians. Disappointing though the number
may be, the data provides a very clear explanation of the infrequent spa trips among British consumers – when they go to a spa, the British like to stay all day. British spa-goers are twice as likely to go for a full spa day than their American counterparts. Only 16 per cent of Americans had a spa day in the last 12 months compared to 32 per cent of British consumers. Consumers in the US go more frequently for single treatments: 58 per cent of American spa-goers went for a single treatment at a spa compared to just 31 per cent of British consumers. British consumers are also by far the
most likely to include a spa as part of a package at a hotel – 14 per cent of them
The study was able to pinpoint the typical male spa-goer: 25-44, middle to high income, buys moisturiser and gets a massage
had a spa treatment included as part of a hotel stay, more than double the number in Australia. Meanwhile, just 3 per cent of Canadian consumers took in a spa while staying in a hotel.
Spa deterrents So why are consumers not going to spas? Well, not surprisingly cost – or at least the perception of cost – is a major hurdle. More than 50 per cent of American and Canadian infrequent spa-goers (those going less than four times a year) cited high prices as their number one reason for skipping a spa visit, with their British and Australian counterparts not far behind.
Having said that, men and women do have different opinions on the matter, for example, 74 per cent of Canadian women said that going to a spa more often was too expensive, but less than 50 per cent of Canadian men agreed. Location is also a major issue, at least
for consumers in Australia and the UK. British and Australian consumers cited travel distance as a top reason for not making more visits to spas – this was more frequently than Canadians or Americans. The public perception of spas is
perhaps as important as practical issues when it comes to whether consumers will visit a spa or not. All three categories of
©CYBERTREK 2015
spabusiness.com issue 3 2015 65
GORAN BOGICEVIC/
SHUTTERSTOCK.COM
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