The Rise of Social Media
and Mobile Marketing
ISSUE: JULY 2011
The article “Surfing the Marketing
Channels,” takes a look at emerging new
media that are changing the way
55 percent of male spa-goers used social
media to research a spa while 35 percent
have booked a spa treatment online.
Among female spa-goers, 39 percent have
entered a competition on social media to
win a spa treatment while 29 percent
have provided an online
review.
The Growth of
Sustainability
ISSUE: MARCH/APRIL
2013
businesses do marketing. The feature
indicated that, as of April 2011, Twitter
officially claimed to have 175 million
registered users with 95 million tweets
being written daily. Today, based on
Twitter’s company facts, these numbers
have grown to 320 million active users
with an estimated one billion unique visits
monthly to sites with embedded tweets.
The social media trend continues to
shape the spa
industry. Spas
now understand
the importance
of having a
strong social
media presence,
especially since
the majority of
spa-goers heavily
use social media.
In fact, according
to the ISPA
Foundation Consumer Snapshot Initiative:
Volume V Social Media & the Spa-Goer,
Timothy Kenyon of GfK
Group, a market research
institute, provided
compelling data about
consumers’ view on
“sustainability” or “going
green.” Cost, he said, is the largest barrier
that prevents many consumers from
embracing a sustainable product. In fact,
data from GfK’s Green Gauge Global
Study showed that 61 percent of global
consumers agree that green products are
too expensive. Despite this, sustainability
continues to be a topic of importance for
many consumers and within the spa
community. In fact, 2015 ISPA
ability during their talks at the General
Sessions.
The Need for Authenticity
ISSUE: MAY 2013
In an interview with B. Joseph Pine II,
leading expert on “The Experience
Economy,” he brought to light the
“authenticity” trend. “In a world of
increasingly paid-for experiences, people
no longer accept the fake from the
phony, but want the real from the
genuine,” Pine says. Today, spas
continue to find ways to differentiate
themselves from competition by
rendering authentic experiences that are
customized and unique for their guests.
The Increase of Interest
in Medical Tourism
ISSUE: MAY 2014
Euromonitor International Travel &
Tourism Manager Michelle Grant
projected that the global market for
health and wellness tourism will grow by
21 percent and reach US$129 billion by
2017. “Consumers globally are leading
very hectic lives, so relaxation and stress
relief remain key drivers,” she says.
The Demand for
Fast-Laning
ISSUE: MARCH/APRIL 2015
Conference & Expo speakers Alice Waters
and Scott Harrison echoed the need to
embrace ethical sourcing and sustain-
TO READ ALL trends and to access Pulse archives, go to
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The article “Top Trends for 2015: What
Do Consumers Want?” highlight trendwatching.com’s trends on emerging
consumer attitudes and behaviors. One
of the trends mentioned is “FastLanin