Pulse Legacy Archive January / February 2012 | Page 58

Spa Consumer
Trends for 2012

A

ccording to
SpaFinder
President Susie
Ellis, there are
two distinct themes emerging
globally as far as spa trends for
2012 is concerned. “One is the
industry innovating with diverse,
new sensory experiences. The
second is how spas are extending their connection with customers with programs aimed to develop long-term relationships
such as coaching and gaming.”
According to Ellis, online wellness gaming—one of
SpaFinder’s Top Ten 2012 Global Spa Trends—is a surprising
innovative trend. “It is very new and my guess is that very few
people have noticed it up to this point. However, we feel that it
will become a much bigger player—and potential partner—for
spas in the future. Some of what is being learned about online
gaming behavior can be applied to helping people make lasting
lifestyle changes and that is an opportunity for spas.”
Personal coaching, according to Ellis, will further be integrated into lifestyle services offered by spas with several likely
to introduce specialty coaches for skin care and nutrition.
Coaching can help extend your spa presence beyond on-site
treatments with, for instance, in-home consultations and
progress-tracking via Skype, email or mobile phone.
Along the lines of preaching the benefits of spa to the
public, the other trend that Ellis thinks will make an impact in
the industry is clinical studies that can be conveniently
accessed in one location like the recently launched
spaevidence.com.
“It’s part of a growing trend toward holding alternative therapies up to scientific scrutiny-—and the wealth of positive
results has encouraged the medical community to adopt spa
approaches, while providing an opportunity for the spa industry
to link their menu of treatments to medical evidence,” says Ellis
in a press release.

Top Three Stress-Reducing
Activities of Spa-Goers

54% Taking a
vacation

44% Exercising
in a fitness
facility

29% Having
an at-home spa
treatment

Three Common Themes to a
Memorable Spa Experience
★ The high quality service and expertise of
the staff;
★ The atmosphere and cleanliness of the spa;
and
★ The benefits they felt during and after
their visit.

Top Three Motivations for
Returning to a Spa

81%
Cleanliness
within
the spa

79%
Quality of
treatment
or service
received

FOR MORE OF SPAFINDER’S Top Ten 2012 Global Spa
Trends, visit digital Pulse at experienceispa.com.
Data from the 2011 SPA Consumer Snapshot Initiative

56 PULSE

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January/February 2012

72%
Quality of
customer
service