The American Spa-Goer:
Market Habits, Preferences and Intentions

The 1999 American spa-goer survey was conducted on behalf of the International SPA Association (ISPA) by Yesawich, Pepperdine & Brown. The study included 357 telephone interviews with consumers who reported visiting a day spa one or more times in the past year and 351 interviews with consumers who reported visiting a resort, hotel, destination or cruise spa in the past year.

·         Over the next 12 months, 32 percent of adults (18+) in the United States have an interest in future day spa visits; 25 percent reported an interest in future resort/hotel spa visits; 23 percent are interested in future cruise spa visits and 20 percent reported an interest in future destination spa visits.

·         Relaxation is the primary reason respondents gave for visiting a spa according to 43 percent of day spa-goers and 61 percent of resort/destination/cruise spa-goers.  Pampering and stress reduction followed respectively with weight loss, health reasons and exercise and fitness at the bottom of the list.

·         At 74 percent, deep muscle massage is the most desirable offering of a day spa, according to day spa respondents and, at 70 percent, warm weather climate is the most desirable attribute of a resort or destination spa according to resort/destination/cruise spa-goers.

·         Of resort/destination/cruise spa-goers, 56 percent reported healthy meal choices to be important in the selection of accommodations; spa facilities were important to 42 percent of the respondents and 37 percent said workout facilities were important.

·         The majority of both day spa-goers and resort/destination/cruise spa-goers consider themselves to be in good or excellent health.  The majority also worry about health concerns, including what they eat and getting enough exercise.  Sixty six percent of day spa-goers and 65 percent of resort/destination/cruise spa-goers take vitamins; and 58 percent of day spa-goers and 61 percent of resort/destination/cruise spa-goers limit the amount of fat they eat.

·         Among day spa-goers, 47 percent consider themselves average weight and 44 percent said they are above average in weight.  Of resort/destination/cruise spa-goers, 51 percent reported they are average weight while 39 percent said they are above average in weight.

·         Fifty two percent of day spa-goers and 44 percent of resort/destination/cruise spa-goers agreed with the statement, “I am always looking for new ways of reducing the stress in my life.”

·         Fifty one percent of day spa respondents and 41 percent of resort/destination/cruise spa-goers agreed with the statement, “My looks are very important to me.”  Seventeen percent of day spa-goers and 15 percent of resort/destination/cruise spa-goers agreed with the statement, “I will do whatever it takes to look as young as possible.”

·         Taking long, vigorous walks is the activity most respondents do on a regular basis: 63 percent of day spa-goers and 71 percent of resort/destination/cruise spa-goers.  Fifty percent of both groups reported that they ride a bike or stationary bike on a regular basis. 

·         Among day spa-goers, 12 percent used the Internet to obtain spa and/or pricing information within the last 12 months while 4 percent used the Internet to purchase spa products.  Of  resort/destination/cruise spa-goers, 52 percent used the Internet to obtain spa and/or pricing information within the last 12 months while 6 percent used the Internet to purchase spa products.

To purchase the American Spa-Goer Survey, go to http://www.experienceispa.com/reading/materials.html.

ISPA is recognized worldwide as the professional organization and voice of the spa industry, representing more than 1,200 health and wellness facilities and providers. Members encompass the entire arena of the spa experience, from resort/hotel, destination, mineral springs, medical, cruise ship, club and day spas to service providers such as physicians, wellness instructors, nutritionists, massage therapists and product suppliers. ISPA is committed to forming and maintaining alliances that will educate, set standards, provide resources, influence policy and build coalitions for the industry.  ISPA’s vision is to revitalize humanity and its mission is to educate the public about the value of the spa experience and engage their participation.  ISPA promotes and defines the spa experience as “your time to relax, reflect, revitalize and rejoice.” For more information on ISPA, call 606.226.4259, write ISPA, 2365 Harrodsburg Rd., Suite A325, Lexington, Ky. 40504; or e-mail livesayk@mgtserv.com. You may also visit the ISPA Web site at www.experienceispa.com.

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