New ISPA Snapshot Survey reveals how spas and resource partners are using digital tools to connect with spa-goers and boost engagement

SOCIAL MEDIA CONTINUES TO DOMINATE the digital marketing landscape, according to an ISPA Snapshot Survey earlier in the summer. The report, which gathered responses from ISPA spa and resource partner members, offers key insights into digital advertising platforms in use, budget allocations for social media, content posting frequency and tools leveraged to measure the effectiveness of marketing efforts.

MEASURING WHAT MATTERS Tracking the performance of digital marketing strategies should be a priority for any business. The most commonly used tool among spa respondents is Google Analytics( 53 percent), followed by customer surveys and digital marketing software( 43 percent each).

SOCIAL MEDIA LEADS THE PACK Among spa members, 93 percent reported using social media for digital advertising, while 68 percent use email. Posting frequency varies: Nearly half( 47 percent) post social media content two to five times per week, and a quarter( 27 percent) post once per day or more.

Engagement is a top priority. Seven-in-10( 71 percent) spas partner with influencers, while two-thirds( 67 percent) actively respond to follower comments— key strategies for maintaining visibility in a crowded digital space.

PULSE n SEPTEMBER / OCTOBER 2025 32