2019 US Spa Industry Study 2019 US Spa Industry Study | Page 44

Spa Offerings
When asked about the offerings or activities that they had in place in 2018, the four most
frequently cited were all customer-facing; 79% quoted social media promotions followed by
67% mentioning loyalty programs, 61% with a spa membership offering and 59% offering
referrals for guest incentives. Spas also undertook activities to enhance their spa’s
capabilities; 57% mentioned new employee training opportunities with a similar proportion
(55%) quoting new or revised standard operating procedures.
The table following this page shows offerings in place in 2018 by type of spa. Across the spa
types, social media promotions rank first (day spas and the other spa category) or second
(resort/hotel spas). New employee training programs were most often mentioned by resort/hotel
spas (78%), compared with 55% of day spas.
Other points of contrast by spa type included:
• Day spas were more likely than resort/hotel spas to have offerings aimed at customer retention.
Thus, almost three in four day spas (74%) offered loyalty programs compared with 51% of
resort/hotel spas. Similarly, 66% of day spas have a membership option compared with 46% of
resort/hotel spas. And 63% of day spas offered guest referral incentives compared with 23% of
resort/hotel spas.
• A marketing video promoting the spa was mentioned by 53% of resort/hotel spas compared
with 27% of day spas.
Offerings or activities in place in 2018
Social media promotions
Loyalty program
Spa memberships
Guest referral incentives
New employee training opportunities
New or revised standard operating procedures
Promotions targeting men
New spa menu
Promotions targeting athletes
Partnership with another business within your community
arketing video promoting the spa and/or spa treatments
New spa branding
Expansion of spa workforce
Partnership with a philanthropic organization
Spa renovation
Expansion of existing spa
Other
None of the above
79
67
61
59
57
55
55
44
40
36
29
25
24
24
22
11
2
0
0
10
20
30
40
50
60
70
80
90
Percent
Introduction
Industry Size:
Performing Strongly
Spa Services
and Facilities
Spa Industry
Profile
Technical Appendix
Page 43
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