But it’ s not just price. The research points to a broader pattern: Low-barrier, high-value experiences matter. Complimentary add-ons, sample services and bundled perks each play a role in helping new guests say“ yes.” For example: l 69 percent said a free mini-treatment would influence their decision to book. l 69 percent would be motivated by free access to spa fitness facilities. l 68 percent said the same about an open house event featuring sample services. l 66 percent indicated that a gift with treatment could tip the scales.
These incentives were especially powerful among female respondents and current spa-goers, signaling that targeted messaging and promotional offerings can amplify impact. Spa-goers also showed a strong sense of brand loyalty— 85 percent agreed they’ re loyal customers when they find a business they can trust.
The data also suggest that motivations are layered. While 84 percent of spa-goers said discounts would encourage them to visit more often, 51 percent also agreed discounts don’ t affect whether or not they go to a spa— indicating that, while deals help, they’ re not the only factor. Some spa-goers may need that extra nudge, while others simply appreciate added value once they’ ve already decided to book.
So what’ s the takeaway? The path to attracting new clients may be paved with small, thoughtful gestures. A limited-time offer, a free mini-treatment or an engaging open house can introduce hesitant guests to the full spa experience in a low-risk, high-reward way. And several variances in responses based on respondents’ demographics indicate targeted marketing— such as by gender, by age group, by frequency of spa visitation— may be worth exploring.
To see the full results— including data on technology preferences, lifestyle alignment and emerging opportunities among non-spa-goers— members should download the complete 2025 ISPA Consumer Snapshot report now. n
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