BY NELSON LANE

EACH YEAR , THE HOLIDAY SEASON seems to come quicker and quicker , pulling behind it a dependable stream of decorations , family gatherings and heightened consumerism . For spa professionals , the holidays present a tremendous opportunity to welcome new spa-goers into your universe and reach untapped segments of your community . More than at any other time of the year , friends and family give the gift of relaxation and restoration to loved ones in desperate need of a break from busy , sometimes backbreaking lifestyles . Many of them know the benefits of spa but are not intimately familiar with their local spa scene . Where do these thoughtful gift-givers go to get the lowdown on the best spas in town ?

You guessed it — they go to online reviews . Waiting patiently in their pocket or within an arm ’ s reach , their phone is a gateway to all the gab and gossip surrounding local businesses . Review sites receive a constant flow of star ratings and reflections from customers whose experi- ence with a local business , whether positive or negative , motivates them to let the world know . As we will see , understanding the statistics behind online reviews and managing your online reputation is of the utmost importance — especially during the holiday season .

Understanding Online Review Demographics

KEY STATISTICS l 88 percent of all online reviews come from only four review sites : Google , Yelp , Facebook and Trip Advisor

( BrightLocal ) l 59 percent of buyers use Google to read reviews of their favorite products and businesses ( Bizrate Insights ) l Google is the most popular of all review sites , followed by Yelp ( BrightLocal )

All spa owners and operators should have an understanding of the eye-opening demographics behind review sites .

36 PULSE n NOVEMBER / DECEMBER 2023