to do beyond its existing customer base to demonstrate a link between spagoing and enhanced well-being and allow non-spa-goers to make that connection for themselves .

The Pandemic ’ s Shadow The industry study ’ s Big Five statistics reveal that spa visit numbers have not yet fully recovered to pre-Covid levels . The consumer data suggests that is partly down to some lingering anxiety about returning to the spa environment post-pandemic . When asked what prevents them from going to a spa more often , more than a quarter of spa-goers ( 26 percent ) said it was health and safety concerns related to COVID-19 — the highest factor after the ever-present worries of cost and lack of time . A lot of work has been done by the spa industry to help safely accommodate its customer base in the post- Covid environment to make clients feel more at ease , but the research shows that a portion of the customer base will continue to need more reassurance to help them feel comfortable at a spa .

Among all respondents who took part in the Consumer Snapshot survey , around half ( 47 percent ) said they feel anxiety being around groups of people , a figure that rises slightly to 51 percent for spa-goers . There are few significant differences across the demographic groups - those sharing this sentiment are fairly evenly distributed , although anxiety levels were slightly higher in the millennial and Gen X age groups ( 53 percent ). But does this perhaps provide a marketing opportunity for spas rather than an impediment ? We know from the data already that one of the primary reasons people go to spas is to reduce and relieve stress . So perhaps by positioning their offering around the tranquillity and quietness of the spa environment — the antithesis of so many aspects of busy modern-day life — a spa visit may become a way of helping alleviate some of the anxiety people say they feel around groups of people , rather than simply being another place that increases it .

A Solid Foundation for the Future Mercifully , the pandemic ’ s impact on the spa industry seems to have been short and sharp rather than the onset of a sustained downturn . Spa-going surged as normalcy returned to the economy and the pent-up demand for services was released , as people started to spend the money they saved during the economic shutdown . But spa-going ’ s resurgence has also benefitted from the increased focus on health and well-being following the physical and mental scars left on society by the pandemic , with many spa-goers using their spa experience as a way of boosting their overall wellness . At the same time , the sudden upturn in demand continues to shine a light on the industry ’ s staffing challenges . The issue of vacancies , already one of the spa industry ’ s heaviest burdens , has been exacerbated by the pandemic , and will remain a top priority in industry leaders ’ minds . If the last two years have taught us anything , it ’ s how difficult it is to predict what the year ahead has in store . The pandemic may not have completely subsided and the risk of headwinds in the wider economy remains , but it ’ s fair to say that the spa industry has returned to a strong position and once again emerges with real momentum to fuel its growth into the future . n

LAPSED SPA-GOERS

HYBRID SPA-GOERS

SPA-GOERS

( IN PERSON ONLY )

Consumers who never use spas

Consumers who have not used a spa in the last 12 months

Those who have used a spa in the last 12 months in person and at home

Those who have visited a spa in the last 12 months

Those who only have spa treatments in their own home

Of those surveyed for ISPA ’ s latest Consumer Snapshot study , the majority of spa-goers ( and nearly half of all respondents ) classified themselves as hybrid spa-goers .

RUSSELL DONALDSON is a manager in PwC ’ s global research centre of excellence based in Belfast , Northern Ireland . He has worked for PwC since 2013 , conducting qualitative and quantitative research studies for businesses across the world , from governments to financial institutions to the spa industry . He has been supporting ISPA ’ s research since 2014 and is a regular contributor to Pulse Magazine .

20 PULSE ⁿ JULY 2022