FOUNDATION FOCUS

A new layer of competitive advantage For spa leaders, the larger opportunity is anticipation design: using behavioral science to shape how guests feel before they arrive, how they interpret the experience and how they remember it afterward. In a market where guests have more choices and higher expectations, competitive advantage may depend not only on what happens during treatment, but on how intentionally the full journey is designed. n

Three pre-visit moments that matter

l Booking: Reduce friction and create early excitement. l Waiting: Use confirmations and reminders to maintain anticipation. l Arrival: Design sensory cues that create delight before treatment begins.

EACH YEAR, THE BIG FIVE STATISTICS unveiled at the ISPA Conference serve as a teaser for something much more substantial. While valuable, these statistics are a condensation of the 50-plus page ISPA U. S. Spa Industry Study report, created from research conducted by the ISPA Research Foundation in partnership with PricewaterhouseCoopers( PwC) and McIlheney Consulting.

If spa is where wellness begins, then the ISPA U. S. Spa Industry Study is where the business of wellness turns into strategy. For spa directors, the Industry Study is a practical tool for making smarter decisions every day. It translates industry performance into clear benchmarks, helping you understand where you stand and where to go next. With total revenue reaching $ 23.5 billion, visits climbing to 191 million and revenue per visit continuing to rise, the message is clear: Growth is happening, and there is opportunity for those who know how to act on it.

The value of the Industry Study is not just in the data, but in how you use it. Consider it your guide to aligning operations with what is actually happening across the industry.

Put the Industry Study to work: l Benchmark your performance against industry averages l Adjust pricing and service mix to increase revenue per visit l Identify staffing gaps and prioritize hiring needs l Plan renovations or expansions with confidence l Refine marketing to drive more visits and repeat guests l Support budget planning with real industry data l Guide leadership decisions with a broader industry perspective

The ISPA U. S. Spa Industry Study is not just something to read. It is something to use, and it will soon be released in full to ISPA members.

ISPA RESEARCH FOUNDATION BOARD OF DIRECTORS

CHAIR Kelleye Martin

Trellis Spa, The Houstonian Hotel, Club & Spa

VICE CHAIR Ella Kent

The Spa at Sea Island

Kenneth Ryan ISPA Chair

The Estate

Charlotte Prescott ISPA Vice Chair

Tierra Santa Healing House at Faena Hotel

Lynne McNees ISPA President

HONORARY FOUNDATION BOARD MEMBER

Deborah Szekely Rancho La Puerta

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