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Spa Studies in the News
The 2005 Canadian Spa Goers Survey Report from Leading
Spas of Canada in Partnership with Elmcrest College March
2, 2006 – The spa industry is a rapidly growing sector of the Canadian leisure
market that has doubled in size between 2000 and 2003. To take advantage of this
trend and maximize growth within this sector, it is essential to understand the
needs and desires of Canadian spa goers.
In 2005, Leading
Spas of Canada circulated a consumer survey as an insert to their 2005 Membership
Directory. As a result, the first significant statistics and insights regarding
the Canadian Spa Goer and Non-Spa Goer are now available in the 2005
Canadian Spa Goers Survey Report. The accumulation and
tabulation of survey responses and the compilation and distribution of this report
were organized, executed and funded by Elmcrest
College of Applied Health Sciences and Spa Management in Toronto, Ontario.
Elmcrest's participation made it possible for this information to be broadly distributed
free of charge throughout North America. Elmcrest is a unique, leading-edge educator
dedicated to the spa industry. The College is committed to producing graduates
in all three disciplines (spa management & administration; massage therapy;
and esthetics) that will meet or surpass the needs of the industry. A
Few of the Key Points Found in the Report
1,011
completed surveys were received by December 1, 2005, representing spa users from
every province in Canada, as well as the Yukon Territory. 60%
of the survey respondents have visited a Canadian spa in the past 12 months, and
one-third of these can be considered regular spa goers, having visited spas three
or more times. Cost and too many other priorities
are the main barriers to visiting a spa, especially for young respondents and
married respondents with young families. Day spas
and resort/hotel spas are the predominant choices for spa goers. Stress
relief and relaxation was chosen as the number one reason for visiting a spa by
more than 79% of spa goers. Health and wellness was also considered important.
These priorities were
consistent across age, income, and marital status. The
“bread and butter” spa services (massage therapy, manicures / pedicures,
and facials) are the top three treatments most regularly sought by visitors of
both day spas and resort/hotel spas. Over 47%
of all Canadian spa goers are interested in having medical spa treatments incorporated
into their regular spa. However, several respondents indicated a desire for medical
and health related treatments (e.g. massage, chiropractic, naturopathy, acupressure)
as opposed to cosmetic treatments when visiting medical spas. The
spa experience has been an overwhelmingly positive one for Canadian spa visitors.
Only 2% of spa visitors found that the experience did not meet their expectations.
Fully one-third of spa goers are completely satisfied with the spa they most frequently
visit and would not make any changes to the facility. Quality
of treatment and services is key, both as the most important factor for choosing
a spa, and the feature spa goers would like to see improved. This encompasses
more detailed information on the services and products as well as expertise of
the service provider.
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