“ The guest experience does not begin in the treatment room. It begins the moment the appointment is booked.”
FOUNDATION FOCUS
The Science of Anticipation
New ISPA Playbook Reveals How Spas Can Shape the Guest Experience Before Treatment Begins
SPA LEADERS HAVE LONG FOCUSED on treatment quality to drive satisfaction, but new research from the ISPA Research Foundation suggests the guest experience begins much earlier.
ISPA’ s new Science-based Playbook for Creating Spa Visit Anticipation, created with Science Says Research, explores how booking, waiting and arrival shape guest perceptions before treatment begins. Built on 33 peer-reviewed scientific studies and featuring 31 actionable recommendations, the 56-page report gives spa leaders practical ways to build excitement, reduce friction and improve operational outcomes.
The result is a practical, research-backed guide to an area of the spa experience that has historically received less attention: what guests think, feel and do before they ever enter the treatment room.
Why pre-visit experience matters Many operators focus their guest satisfaction efforts on the service itself. That makes sense, but it is only part of the picture. According to the playbook, guest perceptions are shaped across a series of earlier touchpoints, beginning
Turn“ see you soon” into a strategy.
ISPA members can access the new Science-based Playbook for Creating Spa Visit Anticipation now in the Research Library at experienceispa. com. The report offers practical, science-backed ideas for shaping the guest experience from booking to arrival. with the moment a treatment is booked and continuing through confirmation messages, reminders, wait time and arrival.
A booking flow can either create ease or friction. A reminder can either feel transactional or build excitement. A waiting area can either heighten impatience or make the upcoming experience feel more valuable. The playbook’ s central insight is that anticipation can be designed— and when it is designed well, it can influence satisfaction, loyalty, cancellations and rebooking behavior.
“ The guest experience does not begin in the treatment room. It begins the moment the appointment is booked.”
Key findings spa leaders can act on now The report’ s findings are especially useful because they connect behavioral science to practical spa operations. Among the strongest data points:
l Customization can reduce cancellations by up to 46
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l percent. Small choices, such as scent or music, can increase guests’ sense of ownership. Simplifying the booking journey can make booking feel up to 45.2 percent easier. Breaking choices into smaller steps can reduce friction and make the process feel more manageable. Membership language can increase satisfaction by up to 16.6 percent. When guests create an account or log in, reminding them that they are“ members” can strengthen belonging and satisfaction. Pre-visit rituals can increase enjoyment by up to 41.4 percent. A simple guided breathing exercise or other small ritual shared before arrival can deepen engagement with the experience.
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