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Spa Associations in the News
Key Results
of the ISPA 2004 Spa Industry Study and ISPA's 2004 Consumer Trends
Report as presented at the ISPA
Media Event on July 22, 2004 by Jeff Kohl, ISPA President
The ISPA
spa industry study was first conducted in 2000 and updated in 2002.
The industry study is quantitative and it includes revenues, number
of spas and visits. The spa industry study was conducted by Toronto-based
Association Resource Centre, Inc.
This is the first year for ISPA's Consumer Trends Report which
has been prepared by The Hartman Group of Seattle. This study is
qualitative in nature. The Hartman Group's expertise is in achieving
an in-depth understanding of consumer behavior by studying how people
live -their environment, their lifestyle and their social networks.
The following are preliminary findings of the studies. The complete
studies will be released in November during the 14th annual ISPA
Conference & Expo.
ISPA 2004 Spa Industry
Study
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There are an estimated 12,000 spas in the United
States currently, which is a 25% increase from 2002.
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Day spas continue to be the largest category with
~ 8,700 locations in the US. That is a 20% increase in day spas
since 2002. Resort/hotel spas remain the second largest category
and club spas come in third.
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The Northeast has surpassed the Southwest as the
area of the U-S with the most spas. The Northeast has ~ 2,800
spas which is a 36% growth rate in two years. The Southwest is
second with an 11% growth rate since 2002.
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2003 revenues for the US spa industry are 11.1
billion dollars. That's up from 2001 when the amount was 10.7
billion.
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With the continued growth, the spa industry remains
the fourth largest leisure industry in the US. Spa industry revenues
continue to surpass those of two very well-known industries -
amusement/theme parks and motion picture box office.
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Looking at revenues by spa type - day spas lead
with 5.4 billion followed by resort/hotel and club spas.
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The number of US spa visits in 2003 was 136-million.
That number is down from the 2001 figure. The explanation for
this decline is time crunch. Numerous recent polls -such as those
by Gallup -show that those who are particularly time-deprived
are parents of children under 18 and people who are employed.
Those groups are the majority of spa-goers. Basically, the spa
industry is still attracting millions of visitors and those individuals
are now focusing on spending more time at the spa when they are
there. Spas are helping people get their 'time' back by offering
shortened versions of treatments that can be done on lunch breaks,
teaching clients how to take the spa experience home and also
offering massages in the workplace and during corporate retreats.
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Day spas had the majority of visits with 81.2
million followed again by resort/hotel and club spas.
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Spas in the US had an average of 11,600 visits
each in 2003.
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On average, each spa is reporting that 43% of
their clientele is new to them although these guests may already
be spa-goers. This year marks the first time this question was
asked.
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This year's study found that men represent 23%
of spa visits and last year's consumer research determined that
29% of spa-goers are men. Men continue to represent a significant
portion of the spa market. More spas are offering special treatments
for men while spas for men-only continue to open in cities around
the world.
ISPA 2004 Consumer Trends Report
The key emerging themes in the consumer spa experience are:
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An enhanced interest in local and indigenous spa
experiences. The Hartman Group expects this trend will continue
for years to come and is likely to become mainstream. Spas and
product suppliers that are able to leverage their geographic location
and indigenous traditions will provide more distinctive and compelling
spa experiences. Examples of this at spas around the country include
-treatments incorporating grape seeds in Napa and Sonoma, cactus
flower in the Southwest and maple in the Northeast. This also
includes local traditions such as receiving a Lomi Lomi massage
while in Hawaii.
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The combination of massage and yoga -with pilates-like
overtones -could push massage into the realm of ordinary fitness
routines and bodywork for many people. Thai massage is an example
here. Some therapists also note that the typical dress of loose-fitting
clothing may appeal to those who are uncomfortable with the "clothing
issues" associated with more traditional massage therapies.
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The Hartman Group is finding an increased trend
towards adult children introducing their parents to the benefits
of spas. Gifts for anniversaries, birthdays and Mother's and Father's
Day appear to be the catalysts for children sending their parents
on an expense-paid visit to a spa. Gen Xers are removing the 'old
taboos' of spa-going - such as it being a luxury or an unnecessary
indulgence - and are teaching their parents the value of taking
care of themselves from the inside out. Most of the parents are
baby boomers and those from the 'silent' generation. They are
between the ages of 44 and 79. Within this trend, parents are
making a trip to the spa a 'couples' outing.
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Hydrotherapy - For those who are nervous about
massage, sensitive to facials, or are simply new to spas, hydrotherapy
is an exciting gateway for the spa experience. Hydrotherapy appeals
to both men and women as a simultaneously physical and emotional
experience.
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Keep it Simple - When consumers are dabbling in
activities that are not part of everyday Life, excessive choice
can be overwhelming. Consumers appreciate spa menus that are simple,
basic and short. Spa-users generally seek out dependable, reliable
experiences that have a low risk of 'wasting' their time and money.
Also, better loyalty emerges when the menu is simple, because
it automatically necessitates that clients ask questions of their
therapist. This kind of interaction can more easily form the beginning
of an ongoing relationship - much like people form with their
hair stylists.
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Customization is increasingly becoming a point
in consumers' decision-making process. By keeping the menu simple,
we just mentioned the importance of a relationship between therapist
and guest. One way to reach out with a therapeutic, healing-oriented
approach to spa going is to focus on customization during every
service session. For example, a simple menu with massages of various
lengths allows therapists to customize a healing regimen for each
client. Therapist-driven customization is an effective way to
make each client feel like they are being treated specially and
individually.
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Initiation into the World of Spas - Every activity
has its beginners and its experts. In the world of spas, this
beginning is generally a massage. While most consumers are excited
at the prospect of feeling relaxed and rejuvenated, there remains
significant uneasiness as to what is expected of them. During
interviews with people who are relatively new to spas, many say
they are confused and anxious about how to behave once they enter
this unfamiliar space. They are essentially untrained in the etiquette
of spa-going. Not surprisingly, the top of mind issue for many
people is clothing, followed closely by questions relating to
the 'exit' experience. Specifically, when one's massage has just
ended and the therapist extends an invitation to "take your
time getting up" while they leave the room. Just how long
is it acceptable for one to continue lying there reflecting on
the experience? The emerging trend related to the initiation phase
is that most people would feel more comfortable if they had more
guidance and human interaction during their first steps into the
spa experience.
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The
Ritz-Carlton, Charlotte
Girls
Gone Mild
Available through Sept. 6, 2010.
Priced from $319
/ room / night,
Girls Gone Mild Package includes:
· Overnight accommodations
in a Deluxe Room (4-guest maximum)
· Bottle of champagne
·
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· 10% savings on spa services
· Late
checkout (4 p.m.)
· Overnight valet parking
Reservations may be made
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Four
Seasons Palm Beach
Wellness Retreat
September
30 to October 3, 2010
Participation in the retreat is restricted to 10 participants.
The 4-night, all inclusive package costs $2,919 and includes:
-Luxurious ocean-view
accommodations
-Fitness evaluation
-2 personalized training sessions
-Small-group
fitness classes (Core Bionics, Yoga, Tai Chi, Cardio)
-Customized, balanced
menu choices for breakfast, lunch and dinner
-2 spa treatments / participant
(Palm Beach massage and seaweed wrap)
-Nutritional seminar
-Take-home fit
kit and health supplements
For more information or to reserve, please call
1 (561) 582.2800.
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Hilton
Barbados
Rejuvenation Vacation
Valid for
stays through November 30, 2010, when reserved by September 30, 2010. Rates start
at $405 per night based on double occupancy and include:
-Accommodations
-Daily
Aqua Aerobics
-Daily Yoga
-Access
to the Tennis Court
-Access to the Fitness Center
-One
Guided Scenic Beach Walk
-Personal Trainer for one Hour
-A
serenity Spa package
Call 1 877-GO-HILTON toll-free
from US/Canada or your local Hilton Reservations and Customer Care Office. Mention
Plan Code: P9 when you make
your reservation.
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Wintergreen
Resort in Virginia
“Inspirations
– A Women’s Retreat”
November
5 - November 7, 2010
A weekend retreat designed for women to learn, share and
enjoy each other’s company, Presentations from UVA Health System professionals,
yoga classes, spa treatments at the Wintergarden Spa, culinary treats, and wine
tasting are part of the program. $525 (includes tax and gratuities) for 2 night’s
accommodations, admittance to all presentations, yoga classes, meals (opening
reception, breakfast, lunch and dinner, brunch), gift bag & $50 Wintergarden
Spa credit.
www.wintergreenresort.com/inspirations
800/266-2444
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