Initiative, published earlier in 2019, found that spa-goers
still tend to be using more traditional methods rather than
newer digital methods when it comes to booking appoint-
ments. In the industry study, two thirds of spas (66 percent)
reported having an online booking system in place, but the
most recent Consumer Snapshot highlighted that almost
half of spa-goers still would prefer to book an appointment
by phone (44 percent), compared to just 29 percent online
(on a website, app, or by social media). While other indus-
tries, such as transport and tourism, are creating huge
growth in online and automated booking, why is the same
not happening in the spa industry? One reason could be
that spa-goers value the personal skills of staff dealing with
bookings either at reception or over the phone. It also
suggests that there is an opportunity for spas to look at
how to make clients more comfortable booking online, or
reporting an increase in revenue and spending (72 percent
and 71 percent respectively), and more than half noting an
increase in visits. Many will hope that the well-established
trend of strong performance forged by a healthy economy
will continue to generate good news for U.S. spas.
The spa industry in the U.S. has always been acutely
aware of the need to remain relevant and attractive to its
existing customers while striving to attract new visitors.
Therefore, the need to continue evolving and adapting
operations and services is at the forefront for many
decision-makers in the industry. When asked in this year’s
survey about the offerings or activities they had in place in
2018, the most commonly mentioned were all directly
aimed at bringing in new customers or increasing the
frequency with which existing customers visit – social
media promotions (79 percent), loyalty programs (67
percent), membership schemes (61 percent) and incentives
for referrals (59 percent). Nevertheless, striving for opera-
tional excellence remains important, with 57 percent of
spas creating new training opportunities for employees and
55 percent bringing in new or revised standard operating
procedures.
The most recent edition of ISPA’s Consumer Snapshot
using other digital methods, to take the pressure off more
manual traditional services. This could be improving
existing online booking capabilities or, for up to a third of
spas, creating those options for the first time.
This year’s industry study also casts an interesting light
on the rise of CBD (cannabidiol) in the market. With the
momentum around CBD and its usage in the spa industry
growing ever stronger, this year’s study asked spas a series
of questions about its availability and future usage.
18 percent of spas reported having CBD offerings
available in 2018, however this number was considerably
higher in resort spas (33 percent compared to just 16
percent of day spas). The increase in CBD product and
treatment offerings was overwhelmingly the biggest trend
identified by those interviewed when asked what the
industry’s next big trend would be. With this in mind, there
could be a lucrative opportunity for spas to steal a march
on their competitors by being well prepared for what
seems to be one of the spa industry’s emerging
movements.
For 20 years now, the U.S. Spa Industry Study has been
an important snapshot of the state of the industry at a
given point in time. This year’s analysis shows an industry
growing solidly in a positive economic climate, and one
where businesses are open to evolving to meet the
changing requirements of their clientele. By keeping a close
eye on the industry’s emerging trends, spas will put
themselves in a strong position to see the industry grow yet
further as ISPA’s U.S. Spa Industry Study enters its third
decade. n
russell donalson is a manager at PricewaterhouseCoopers (PwC) who works on the annual
ISPA U.S. Spa Industry Study. russell will be leading an Education Session at #ISPA2019 on how
the report’s findings can help your business—you can learn more on page 47.
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