The United States Spa Trends for 2019

A new study reveals the spa experience through the lens of spa-goers by diving into their behaviors, preferences and experiences, with particular attention paid to both the role of the service provider and the use of technology within the spa.

Findings from the International SPA Association (ISPA) Foundation Consumer Snapshot Initiative show that when looking to book appointments, traditional methods are still favored over modern appointment-making methods such as booking online or through social media. Nearly half (44 percent) still preferred to book over the phone; intriguingly, there were almost no differences demonstrated between generations despite the tech-centric reputation of Millennials and Generation Z.

Service providers continue to play a pivotal role within the spa as they educate and advise spa-goers on a range of topics such as product suggestions, health care ideas and the benefits of spa-going. When choosing the gender of a service provider, almost half (47 percent) of spa-goers had no preference whatsoever.

Even as spa menus grow, human touch remains at the core of the spa-going experience: massage still ranks as the most frequently booked spa treatment, with over two thirds of spa-goers stating they had received a massage in the last year. When asked what words they most associated with spa, ‘stress-reducing’, ‘refreshing’ and ‘pampered’ were the top three chosen by those surveyed.

Across all generations, spas are viewed as a place to seek relaxation, which is why it is crucial that all spa-goers feel comfortable and welcome while visiting a spa. Overwhelmingly, spa-goers agreed that they felt comfortable during their spa experience and that the staff acted professionally.

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