Spa Consumer Report & Findings

Background

Olinger is the ideal partner for delivering cutting-edge spa insights, thanks to its proven expertise and proprietary Live Well® algorithm. Our deep understanding of consumer behavior goes beyond surface-level trends, diving into the emotional and behavioral drivers behind decisions. The 2024 Spa Insights Report, powered by Olinger’s unique methodology, provides invaluable data on consumer communication preferences, marketing strategies that drive service bookings, and retail sales. With Olinger, industry partners gain access to actionable insights that reveal not only current trends but also the evolving preferences of today’s spa consumers, enabling them to stay ahead in a competitive market

Objectives

The primary objective of this research was to compare past travel spending with projected future spending patterns. The study aimed to equip travel brands with actionable insights on how to communicate their offerings effectively by focusing on:

Uncover the emotional and behavioral drivers behind spa service usage to help businesses refine their offerings and better align with customer expectations

Help spas increase retail product sales by providing insights into consumer purchasing behaviors and preferences

Industry Challenge

The spa industry is becoming increasingly competitive, with a growing emphasis on personalization and wellness. As consumer preferences evolve, businesses must adapt to meet these changing demands. To remain competitive, spas need a deep understanding of the primary factors influencing consumer decisions, such as the motivations behind spa visits and the services that resonate most with customers. Additionally, they must find ways to differentiate their offerings in a market saturated with similar services, ensuring they stand out by delivering unique, tailored experiences that align with consumer expectations for wellness and customization.

Research Approach & Methodology

Olinger employed a combination of online surveys and behavior-validated targeting to gather data on consumer attitudes and behaviors. These methods enabled Olinger to gather both qualitative and quantitative insights from a wide sample of spa-goers.

The research was powered by Olinger’s Live Well algorithm, which provided a unique approach by quantifying emotional motivations behind consumer decisions, offering deeper insights than traditional methods.

The study focused on U.S. consumers with a particular emphasis on High Impact Consumers—those who frequently visit spas and influence trends. The sample included a broad demographic range to ensure that the insights were representative of the wider spa-going population.

Key Findings

Relaxation and Wellness as Primary Drivers:
The research revealed that relaxation and health benefits are the top motivators for spa visits. High Impact Consumers prioritize self-care, and this group has a significant influence on market trends.

Spa Retail Products Purchased Elsewhere:
The study uncovered a significant trend in spa retail product purchases. While spa-goers enjoy the products used during their treatments, 40% of consumers purchase these products from other retailers rather than at the spa itself. This finding highlights an opportunity for spas to improve retail strategies and capture this additional revenue stream by offering competitive pricing, promotions, or loyalty programs to retain product sales in-house.

Customization Over Trendiness:
Consumers value personalized services over trendy offerings. 83% of respondents indicated that customization is crucial to their spa experience, while 86% stated they prefer spas that specialize in the services they seek. This insight highlighted the need for spas to offer tailored experiences to attract and retain customers.

Impact:

This Live Well Insights study provides the industry with a clear roadmap to enhance marketing and communication efforts with the most impactful consumers across each Live Well persona group. This allows the businesses to craft more personalized campaigns and improve targeting, especially for high-value customer segments.

Quantifiable Results: Utilizing the information in the report, brands are able to:

Increase customer retention by offering more personalized service offerings.
Understand and capitalize on emerging trends, such as the rising demand for specialized services.
Transition communications and promotions surrounding in-store retail strategies, resulting in increased sales for spa-related products that were previously purchased through outside retailers.

For a deeper dive into the data and to explore additional strategies, download the full Traveler Spending Habits Report:

Download the Full Report

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