The International Spa Association (ISPA) Foundation has released the 2024 edition of its Consumer Snapshot research initiative. This research series, commissioned by the ISPA Foundation and conducted in partnership with PricewaterhouseCoopers, examines the habits, attitudes and expectations of consumers. The survey places a direct focus on active spa-goers, requiring respondents to have visited a spa within the past 12 months to qualify for the spa-goer study.
Among the key findings of the focused review of active spa-goers are discernible trends in spending habits. Repeat spa-goers demonstrate 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.
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ISPA's report data indicate spa culture and technology expectations are shifting with new cohorts of consumers. 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 and text reminders are increasingly seen as a positive addition to guests’ spa experiences.
Additional takeaways of the Consumer Snapshot report are consumers’ increasing comfort levels with spa subscription options and the integration of spas with medicine. The report indicates that 96% 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.
Alison Blair, the PwC research lead on the study, said, “The insights gleaned from this targeted audience offer invaluable guidance to spa operators, enabling them to tailor their offerings to meet the evolving needs and preferences of their most engaged clientele.”
“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.”
