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20 Mar 2024

2024 ISPA Consumer Study reveals spa-goer trends and preferences
BY Megan Whitby

The report exposed consumers’ increasing interest in spa subscription options

The report exposed consumers’ increasing interest in spa subscription options
photo: Shutterstock/NDAB Creativity

The International Spa Association (ISPA) Foundation has released the 2024 edition of its Consumer Snapshot research initiative, shedding light on the behaviours and preferences of regular spa-goers in the US.

This research series, commissioned by the ISPA Foundation and conducted in partnership with PricewaterhouseCoopers (PwC), examines the habits, attitudes and expectations of consumers.

Key findings reveal a growing perception among regular spa-goers that spa treatments are essential investments in stress reduction and mental wellbeing.

“Understanding the operational value of consumer research to spa leaders cannot be overstated,” said ISPA vice president Crystal Ducker.

“Insights derived from the Consumer Snapshot studies enable industry stakeholders to effectively evaluate their spa offerings, fine-tune consumer marketing strategies, enhance customer satisfaction and drive business growth.”

Spending habits
Among the key findings are discernible trends in spending habits.

Repeat spa-goers demonstrated a tendency to spend more during each spa visit, compared to their less frequent counterparts.

Additionally, the report underscores the importance of clarity and transparency surrounding gratuities, a factor increasingly influencing decisions for spa consumers.

Generation game
ISPA also identified evolving generational trends, with data revealing shifts in spa culture and technology expectations.

Gen Z spa-goers, for example, are more likely to feel uncomfortable with certain aspects of spa visits – including actions like selecting treatments and discussing preferences with therapists.

The report also highlights another potential sign of shifting generations, as online booking availability (which 69 per cent view favourably) and text reminders (which have a positive impact for 66 per cent of spa-goers) are increasingly seen as a positive addition to guests’ spa experiences.

New preferences
Additional takeaways from the report are consumers’ increasing comfort levels with spa subscription options and the integration of spa with medicine.

Almost all spa-goers (96 per cent) have purchased some form of annual subscription, and more than two in three spa-goers say medicine-related factors would help them decide on future spa visits.

Find out more
ISPA members may access the full Consumer Snapshot report in the Consumer Research section of the Research Library, found under the Resources tab on ISPA’s official website.

*The survey required respondents to have visited a spa within the past 12 months to qualify for the spa-goer study.



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