PULSE POINTS
CONTINUED
According to the APA ’ s report , nearly half ( 49 percent ) of all Americans said they feel uneasy about adjusting to in-person interaction once the pandemic ends . Interestingly , that number was almost identical among those who had already received a COVID-19 vaccine ( 48 percent ).
proactive communication with guests and recognize the potential for guests to enter the spa with vastly different comfort levels will likely have more success in managing and responding to guests ’ unique expectations as they resume their spa-going routines .
Spas may also consider adjusting their marketing messaging , guest communication practices or even treatment menus as they seek ways to effectively cater to a population that has both endured a tremendous amount of stress over the last year and is perhaps more mindful of the effects of stress on their minds , bodies and overall well-being than ever before . Positioning spa routines as part of a more holistic wellness regimen specifically in response to the effects of the pandemic may be well-received by frequent spa-goers as well as those who may not have previously considered a spa treatment as an ingredient to their overall well-being .
Spa leaders across the U . S . have shared anecdotal reports of incredibly high demand in their spas as vaccination rollouts have progressed and occupancy restrictions have been lightened . While these testimonies are encouraging for the industry , they also suggest that there are two groups of spa-goers — those who have eagerly returned to their spa routines regardless of circumstances and those who , as the data above suggests , may be more hesitant about resuming “ normal ” activities . Keeping both of these groups , and their potentially different needs , in mind may help spas better communicate with their guests in the coming months .
In any event , the APA ’ s data clearly indicates that the collective stress people have endured during the pandemic has had serious consequences for a significant portion of Americans . As many have noted throughout the pandemic , spas are perhaps uniquely positioned to respond to those consequences , placing emphasis on stress relief and the other health benefits of their treatments and services . More than a year into the pandemic , it ’ s safe to say those benefits are more vital than ever . ■
Percent reporting worsening mental health
46 %
GEN Z ADULTS
33 % GEN XERS
31 %
MILLENNIALS
42 PULSE ■ JUNE 2021