TOWN HALL

AT AN ISPA TOWN HALL EARLIER THIS YEAR, one message came through clearly: The spa experience does not begin in the treatment room. It begins much earlier— at booking, in the days leading up to the appointment and in those first few momentson property.

That was the focus of The Science-based Playbook for Creating Spa Visit Anticipation. Developed by Science Says for the ISPA Research Foundation, the 56-page playbook translates 33 academic research papers into practical ideas spa operators can apply across the pre-treatment journey.

For spa business professionals, that practical structure may be part of the report’ s appeal. Town Hall moderator Kenneth Ryan, ISPA Chair, said that when he first opened it, the playbook felt“ bite-sized” and“ manageable.” In a business climate where teams are balancing labor, service consistency and profitability, that matters. The report is not designed to sit on a shelf; it is designed to be used.

What makes the playbook especially valuable is its focus on an area many businesses underplay. As Science Says founder Thomas McKinlay explained during the Town Hall, pre-visit anticipation is“ an area that’ s often overlooked.” Yet those early moments shape more than mood.“ It doesn’ t just influence how people feel before the experience,” he said.“ It actually increases how people are satisfied and happy during the treatment and how they will remember the treatment afterwards.”

That reframes anticipation as an operational strategy, not simply a marketing flourish.

Booking: Turn preferences into commitment One of the strongest takeaways from the Town Hall was

“ It doesn’ t just influence how people feel before the experience. It actually increases how people are satisfied and happy during the treatment and how they will remember the treatment afterwards.”

— THOMAS McKINLAY • FOUNDER, SCIENCE SAYS

PULSE n MAY 2026 10