STUDY OBJECTIVE
In 2003, the International SPA Association (ISPA) engaged NFO Plog Research to conduct the 2003 Japan Spa-goer Study. This report highlights the key study findings.

PURPOSE AND OBJECTIVES
This research is designed to examine the industry and its patrons as follows: to gauge consumer incidence, understand consumer attitudes and satisfaction with spas and to evaluate industry trends. These results can be used to formulate marketing strategies to increase usage frequency among current spa-goers as well as target new clientele.

The analysis in this report is based on a total sample of 328 respondents to a telephone survey conducted between September 3 and September 29, 2003. A total of 328 completes at the 95% confidence interval represents results + or - 6%.

APPROXIMATE SAMPLING TOLERANCES AT 95% CONFIDENCE INTERVAL

Respondents were contacted at random using random digital dialing (RDD) technology. Respondent sample represented Japanese residents 16 years of age and over. Upon completion of the fieldwork, NFO Plog edited, cleaned, and tabulated the results.

• Club Spa: A facility whose primary purpose is fitness and that offers a variety of professionally administered spa services on a day-use basis.
  
• Cruise Ship Spa: Provides professionally administered spa services, fitness and wellness components and spa cuisine menu choices aboard a cruise ship.
  
• Day Spa: A facility that offers a variety of spa services on a day-use basis only.
  
• Destination Spa: A spa whose sole purpose is to provide lifestyle and health improvement through spa services, physical fitness, education, and on-site accommodations. Spa cuisine is served exclusively.
• Medical Spa: Individuals, solo practices, groups and institutions comprised of medical and spa professionals whose primary purpose is to provide comprehensive medical and wellness care in an environment that integrates spa services, as well as conventional and complementary therapies and treatments.
• Mineral Springs Spa: A spa offering an onsite source of natural mineral, thermal, or seawater used in hydrotherapy treatments.
  
• Resort/Hotel Spa: Owned and located in a resort/hotel providing spa services, fitness and wellness components and spa cuisine menu choices.
  

This report for the International Spa Association examines the spa industry and its patrons in Japan, and provides comparisons to a similar study conducted in the United States where appropriate.

Incidence. Three in five (60%) Japan residents have visited a spa in the last 12 months, compared to 21 percent of Americans. This represents 76.4 million spa-goers in Japan.

In Japan, day spas are most popular overall (41%), followed by mineral springs (39%). In fact, the most recent spa visit was most likely made to a mineral springs spa. Males and females generally patronize each category of spas at about the same level.

In the Future. Stated intent to visit spas in the future among Japanese spa-goers is remarkably similar to current visitation patterns, characteristic of a mature market.

Spa Services. Steam baths/saunas are the most frequently-requested treatment (48%) in the Japanese market, followed by massage (27%). A comparison to US spa-goers reveals that reflexology enjoys more popularity in Japan than the US, while manicures and pedicures are
purchased more often in the US than in Japan.

Males are far more likely than females to purchase steam baths/saunas, and to a lesser extent, hydrotherapy treatments and exercise classes. Women outnumber men in use of makeup/makeovers, aromatherapy, facials, hair styling, and manicures.

On a five-point scale, spa visits overall earn high satisfaction ratings in Japan (3.8), as in the U.S (4.1).

Reasons for Selection/Spa Image. Price and convenient location share the lead for most frequently cited reason to visit a particular spa. Atmosphere is also a critical factor.

In Japan, spas are perceived first and foremost as a place to relax (8.8 on a 10-point scale), followed by spas are an excellent way to cope with stress (7.5). Men agree more strongly than women with these statements: "A trip to the spa makes me feel better" and "I am comfortable with a male employee treating me." Women are more likely to agree with "A spa trip makes me look better," "Going to spas is self-indulgent," and "Spas are very expensive."

By contrast, these spa-goers disagree with the statements "Real men don't go to spas" and "I feel out of place in a spa." Non-spa goers are uncomfortable with a male spa employee treating them, feel out of place, and also believe that real men don't go to spas.

Demographics. Spa-goers in this study are: