THE ANNUAL ISPA CONSUMER SNAPSHOT is always a data trove allowing spa leaders to track end user trends , but the 2024 report will be of special interest . This year ’ s survey had a direct focus on spa-goers : To qualify for the Spa-goer Study , respondents had to have visited a spa within the past 12 months .

Following are a few highlights from the preliminary findings ISPA received from research partner PwC Research . The research study was commissioned by the ISPA Foundation . For all of the details and many more data categories , read the full report ( set to be published online this quarter and available exclusively to ISPA members ), and watch Pulse for additional survey review and analysis later in the year .

4 KEY TAKEAWAYS

1 Spa-goers are prioritizing mental well-being now more than ever and see spa as an investment to decrease stress .

2 Repeat spa patrons tend to spend more during each spa visit than those who visit less regularly .

3 Spa guests want clarity and transparency around gratuities .

4 Massage is still the service leader , but spas with medical treatments , nail and facial treatments and esthetic procedures will appeal to a larger audience .

Most Spa-goers See Value in Some Form of Annual Subscription

Amazon Prime 58 % Video streaming service ( e . g ., Netflix , Disney +, Hulu , Apple TV ) 58 % Fitness facility or gym 41 % SPA 31 % Home security service 29 % Food / meal prep service 21 % Meditation or mindfulness mobile app 20 % Beverage subscription ( e . g ., coffee , wine ) 19 % Beauty product subscription box 18 % Clothing subscription box 14 % Life coaching sessions 13 % No annual memberships / subscriptions 4 %

3 TRENDS WITH CALLS-TO-ACTION FOR SPA LEADERS 1 Spa subscriptions show revenue potential : Almost all spa customers ( 96 percent ) have purchased some form of annual subscription . Only a third of spa-goers have an annual spa membership , however . Spa owners and directors may wish to consider opportunities to increase repeat business — and recurring revenue — by offering renewable subscriptions to spa services .

12 PULSE n MARCH 2024