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WHAT'S THE BUZZ IN HOSPITALITY?

Spa-Goers Crave Online Bookings and More

Dec 13,2019

Whether you’re an independent location, a chain of day spas, or located inside a luxury resort property, the industry continues to grow as spa-goers crave ever more from their spa visits. The industry saw an increase in overall performance according to the US Spa Industry Study commissioned by the International SPA Association (ISPA).  The study, a critical tool for understanding spa trends, asked survey respondents what they believe will be the next big trend to shape the industry during the next year. But first, let’s take a look at some of the key takeaways:

  • Overall spa visits were up 1.6% to 190 million
  • Total revenues rose 4.7% over the prior year

These results are a good sign that the spa market is evolving to meet changing client expectations. When asked about plans for the coming year, almost all respondents (95%) indicated they expect to add or create a range of enhancements to their businesses.

Not surprisingly, enhancements around technology and e-commerce adoption were among the key findings. Modern spa-goers crave online browsing and appointment scheduling for the flexibility (and self-sufficiency) it offers. This is in direct correlation to the survey responses, which cited planned enhancements such as online booking options, as well as increasing the use of social media for online marketing. The research demonstrates that spa owners and managers appreciate the importance of keeping an eye on new trends in the spa and wellness industry and the adoption of technology as critical to making their brands more accessible to more people.

In addition, those surveyed said they plan to expand the range of treatment choices available to their clients. Providing more personalized attention, along with customization of services to the individual needs of clients is another important result of the study.

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