STAY CONNECTED
Staying Connected to Today ’ s Spa-Goer
UNDERSTANDING SPA-GOERS IS PARAMOUNT for industry professionals seeking to tailor experiences that resonate with their clientele and maximize profits . The 2024 ISPA Consumer Snapshot Report offers a comprehensive glimpse into the behaviors , preferences and priorities of today ’ s
spa-goers , empowering professionals to stay connected to the nature and habits of their audience . While members can access the full , robust study in the ISPA Research Library at experienceispa . com , the following five callouts are a helpful introduction to the study ’ s extensive findings .
A Closer Look at Spa-Goers The report ’ s findings paint a vivid picture of today ’ s spa customer . Among them , 70 percent are deemed regular spa-goers , indicating a consistent engagement with spa experiences . This demographic , largely composed of Millennials ( 45 percent ) with household incomes ranging from $ 50,000 to $ 149,999 ( 58 percent ), showcases a commitment to holistic well-being . On the other hand , 30 percent are classified as irregular spa-goers , often viewing spa visits as occasional luxuries due to lower incomes and employment rates .
Understanding Spending Habits Regular spa-goers exhibit distinct spending behaviors , with a propensity to invest more in treatments and other wellness-related activities . Their higher incomes afford them the flexibility to integrate spa visits into their routine as a long-term commitment to health and well-being . Conversely , irregular spa-goers , more likely to be constrained by lower incomes , view spa visits as occasional indulgences . Addressing perceptions of costliness through deals and offers could incentivize more frequent visits across all segments .
ISPA FOUNDATION- FUNDED CONSUMER RESEARCH IS VITAL TO SPA INDUSTRY GROWTH .
Embracing Diverse Treatment Preferences Massage sessions remain a staple choice among spa-goers , with 73 percent indulging in massage therapy over the past year . Nail and facial treatments also hold significant appeal , reflecting a diverse spectrum of preferences . Notably , medical spas attract a sizable portion of spa-goers with advanced skincare procedures gaining traction and underscoring an openness to non-invasive esthetic treatments .
Prioritizing Mental Well-being A noteworthy trend highlighted in the report is the growing emphasis on mental well-being among spa clientele . A staggering 78 percent believe spa treatments enhance their health and mental well-being , with 60 percent specifically seeking spa experiences to alleviate stress . This presents a ripe opportunity for spas to position themselves as essential contributors to holistic mental health and to align their marketing efforts with this growing spa-goer motivation .
ISPA Consumer Snapshot : Today ’ s Spa-Goer
January 2024
16 PULSE n JULY / AUGUST 2024
Enhancing the Spa Experience Navigating payment and gratuity processes presents both opportunities and challenges for spas . While most spagoers are comfortable with tipping , nuances such as automatic gratuity and pre-payment during booking can impact the overall experience . To foster a seamless transaction process , providers may consider flexible payment options and transparent communication about gratuity policies . n
“ Regular spa-goers exhibit distinct spending behaviors , with a propensity to invest more in treatments and other wellness-related activities . Conversely , irregular spa-goers , more likely to be constrained by lower incomes , view spa visits as occasional indulgences .”