2019 US Spa Industry Study ExecSummary2019 | Page 3

One in four spas (25%) said they had increased staffing levels in the last six months compared to the
same period in the previous year. Decreasing staffing levels were reported by just 10% of spas, with the
majority (65%) saying that their staffing levels had remained unchanged in the six months to March 2019
compared to the same period in the previous year.
EVOLVING AND ADAPTING
In 2018, spas continued to develop and evolve their business operations and capacity to reach and
engage with the client.
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.
In 2018, a large majority of spas (88%) had one or more online booking features in place. The proportion
did not vary greatly by type of spa, illustrating the widely spread adoption by the spa sector of online
capabilities for improving the efficiency and effectiveness of client reach and contact.
Almost one in five spas (18%) said they had CBD (cannabidiol) offerings available in 2018, ranging from
16% of day spas to 33% of resort/hotel spas. The proportion varied widely by region, from 42% in the
South West to 3% in the North and South Central regions.
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