2 The integration of spa with medicine increases potential spa visits : More than two in three spa-goers say medicine-related factors would help them decide on future spa visits . Education on the health benefits of spa treatments continues to play a role in consumer choice , but physician referrals and health insurance coverage of spa treatments increasingly shape their actions . Spas that have not yet considered medspa services may wish to research options for meeting the growing demand .
Most Spa-goers See Value in Merging Spa and Medical Treatments
Spa treatment ( s ) included as part of health insurance benefits plan
Referral from physician
Referral from friend or relative
Education on health benefits of spa treatments
Positive consumer feedback via social media
Negatively impact
Adversely impact
Not a factor
Somewhat impact
Significantly impact
5 % 6 % 15 % 33 % 41 % 4 % 6 % 17 % 36 % 36 % 5 % 7 % 16 % 42 % 30 % 5 % 6 % 19 % 39 % 31 % 7 % 8 % 21 % 38 % 26 %
Some Spa Culture Practices Make Gen Z Uncomfortable
Treatment provider is a different gender
Asking a spa employee questions about treatment options / appointment
Making an appointment
Selecting treatments
3 Spa culture and technology expectations are shifting with the generations : “ Gen Z ” spa-goers are more likely to feel uncomfortable with certain aspects when visiting spas — including actions like selecting treatments and discussing preferences with therapists . Also potentially a sign of shifting generations , online booking availability and text reminders are increasingly seen as a positive addition to guests ’ spa experience . n
Spa Policies Affect the Guest Experience
Ability to book appointments online Text appointment reminders
Contactless check-in Cell phones allowed in spa Co-ed facilities or amenities
Payment required at time of booking Gender-neutral restrooms or changing areas Gratuity automatically added to service fee
ALL
Negatively impact
No impact
GEN Z
15 % 25 % 7 % 13 % 6 % 13 % 6 % 13 %
Positively impact
5 % 26 % 69 % 6 % 28 % 66 % 8 % 38 % 54 % 8 % 35 % 47 % 21 % 39 % 40 % 20 % 40 % 40 % 23 % 38 % 39 % 26 % 38 % 36 %
MARCH 2024 n PULSE 13