INSIGHTS FROM THE 2025 ISPA CONSUMER SNAPSHOT SURVEY

THE ISPA FOUNDATION PARTNERS with PricewaterhouseCoopers( PwC) to produce in-depth consumer research, and the newest ISPA Consumer Snapshot delivers another data-rich look into the behaviors and attitudes shaping spa experiences today. Based on a December 2024 survey that included a demographically representative population of both spa-goers and non-spagoers controlled for age, sex, income and location, the report dives into five key areas: spa experience, technology, motivation, lifestyle and opportunities.

The findings provide spa leaders with actionable insights to inform strategy, service development and marketing. The full report is available exclusively to ISPA members and can be downloaded now from the ISPA Research Library at experienceispa. com.

A CLOSER LOOK AT MOTIVATION Among the five focal areas, one section stands out for its direct relevance to attracting new business: motivation. What encourages someone to try a spa they’ ve never visited before? What incentives move the needle?

Unsurprisingly, price promotions lead the pack. A full 80 percent of all respondents said a discount greater than 20 percent would influence their decision to try a new spa. Among current spa-goers, that figure climbs even higher— 88 percent said such discounts are a key motivator.

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