would not be nervous at all, while 25 percent claimed
they would be very nervous. These responses suggest that
consumers’ desire to get back to their normal lifestyle and
spending habits is, to a degree, at odds with lingering
fears about health and sanitation.
There is, however, some good news on that front as
well. Similar percentages of respondents also said they
would be very nervous to attend a work-related convention
(30 percent), participate in a group fitness class
(28 percent), eat at a restaurant (23 percent), take a flight
(38 percent) and/or go to a shopping mall (27 percent).
This may indicate that consumers’ nervousness about
returning to spas isn’t a result of their high-touch
environments, but is instead simply a byproduct of
general concern about resuming any activity that places
them in proximity to other people.
Of course, each individual spa-goer will make their
decisions about returning to “normal” life based on
different criteria, as evidenced by the wide distribution of
responses to the question, “When would you be comfortable
to next visit a spa?” 10 percent said they will return to
the spa immediately when they reopen, while nearly 43
percent will rely on guidance from their state or federal
government. 12 percent claim that they’ll only visit a spa
once a vaccine is discovered and available, and 17 percent
say they don’t know when they’ll return.
Throughout the coronavirus crisis, perhaps no word
has been spoken around the spa industry more than
“uncertainty.” And though the data provides some clarity
on consumer expectations and convictions, a significant
amount of uncertainty remains regarding what exactly
consumers will do following the end of the pandemic.
One thing, however, does seem certain: spas themselves
have a critical role to play, as illustrated by the number
of respondents who plan on taking extra steps to protect
themselves from potential illnesses when they next visit
a spa. 63 percent said they would likely avoid communal
areas such as saunas. 72 percent said they would bring
their own hand sanitizer. 61 percent said they plan to
ask about their spa’s sanitation practices. 54 percent
said they will avoid treatments that require touching of
the face.
These figures not only reinforce the importance of
having effective sanitation practices in spas, but also the
necessity of communicating those practices to guests.
Sharing that information could be vital to easing guests’
fears and establishing the trust that will help create a
“new normal” for the industry and facilitate its recovery. n
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